SearchLove San Diego 2017 | Larry Kim | Content Marketing Moneyball
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The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
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SearchLove San Diego 2017 | Larry Kim | Content Marketing Moneyball
- 1. Data-Backed Content Marketing Strategies for 2017 & Beyond Larry Kim, Feb. 23, 2017 #searchlove @larrykim
- 2. Content Marketing in 2017 #searchlove @larrykim
- 4. 99.9% of Your Content Goes Nowhere 50% OF Content Gets ZERO Social Shares <0.1% Gets +1000 Shares #searchlove @larrykim
- 5. Buffer Social’s Kevan Lee: “We’ve Lost Half our Organic Social Traffic in the Last Year” #searchlove @larrykim Organic Social Media Reach Stinks!
- 7. PPC Ad Costs at All Time High! Source: Approx. 2500 WordStream Customers (Not official Google Data.) Desktop Tablet Mobile #searchlove @larrykim
- 9. How to make Content Marketing: • Work More Predictably • Create More Leads & • Higher Conversion Rates • Lower Costs Big Changes Needed! 5-10x improvements not just 5-10%! #searchlove @larrykim
- 10. #searchlove @larrykim New Marketing Content Marketing Strategy for 2017! Spoiler Alert: It has very little to do about producing “Quality Content”
- 11. 3 Random Facts About Larry #searchlove @larrykim
- 13. Have a 2-year old Kid (#ppckid)
- 14. Live in Harvard Square, Cambridge, MA #searchlove @larrykim
- 15. WordStream’s NEW Headquarters! 2008 2017 #searchlove @larrykim
- 16. 5-Year Compound Annual Growth Rate 95% Content Marketing Moneyball IRL! $1,100,000 $3,300,000 $6,500,000 $10,000,000 $22,800,000 $32,000,000 2011 2012 2013 2014 2015 2016 Hoping to Grow to $40- 60 Million This Year (Just a Guess*) #searchlove @larrykim
- 17. Part 1: What is “Quality” or “Relevant” Content? #searchlove @larrykim
- 18. The Content Donkey Detector #searchlove @larrykim
- 19. #searchlove @larrykim Content Quality Should Be Based on Data Not Just Biased Views of Your Own Work Need Objective Way to Discern Unicorns vs. Non-Unicorns
- 20. Great CRO Great Social Great PPC Great SEO “Quality Content” = Content Marketing Objectives vs. Actual Outcomes! #searchlove @larrykim Unicorns!
- 21. Optimize Content for User Engagement Metrics like Click Through Rates (CTR) & Dwell Time and You’ll Find Unicorns! Larry’s Crazy Content Marketing Theory #searchlove @larrykim
- 22. The Key To AdWords Has Always Been About User Engagement (Quality Score) #searchlove @larrykim
- 23. +/- 1 Point in QS Results in +/- 9% Ad Impression Share on desktop (or +/- 18% on mobile) #searchlove @larrykim CTR (Quality Score) Determines Ad Visibility in AdWords
- 24. Quality Score (Dramatically) affects your AdWords CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay #searchlove @larrykim
- 25. Quality Score for Gmail Ads (CPC vs. Open Rate) #searchlove @larrykim
- 26. Quality Score on Google Display Ads (CPC vs. CTR) #searchlove @larrykim
- 27. Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #searchlove @larrykim
- 28. Do Engagement Rates Like CTR & Dwell Time Rate Impact Rankings? What About Organic Search? #searchlove @larrykim
- 29. Signs Point to YES: Engagement Rates Matter for Organic Search #searchlove @larrykim
- 30. User Query Entered ML Algo Makes a Guess and Re-Writes The Query into Something it Recognizes (Query Interpretation) Did The Result Satisfy The User? Great. Next Time I See Queries Like This, I’ll Put This Page at the Top. Larry’s Greatly Simplified Machine Learning Diagram* *Note: Not Official Google Diagram. Rats. Next Time I See a Query Like This, I’ll Try Some Other Page #searchlove @larrykim
- 31. What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position #searchlove @larrykim
- 32. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position CTR-Based Organic Ranking Rewards? #searchlove @larrykim
- 33. Dwell Time Becoming an Increasingly Important SEO Ranking Factor #searchlove @larrykim
- 34. A year ago: Time on Page Didn’t Appear to Matter Much for SEO #searchlove @larrykim
- 35. Today: Low Time on Page Donkey Content is Nearly Extinct! #searchlove @larrykim
- 36. What About the Facebook Newsfeed Algo? #searchlove @larrykim
- 37. User Browses Feed Newsfeed algorithm displays something it thinks might be interesting to the user. Did User Engage With Content? Great. Next Time I See Updates Like This, I’ll show it on this users newsfeed and for others like him/her. Larry’s Greatly Simplified Facebook Newsfeed Algo* *Note: Not Official Facebook Diagram. Rats. Next Time I’ll try different status update for this person and won’t bother showing it to people like him/her. #searchlove @larrykim
- 38. The Same Stuff That Does Great in Search Tends To Also Do Great on Social Media #searchlove @larrykim
- 39. Are They Related to Engagement Rates? What About Conversion Rates? #searchlove @larrykim
- 40. Higher CTRs = Higher Conversion Rates #searchlove @larrykim
- 41. Picnic Pants* (inspired by Wil Reynolds!) Drones Vs. CTR • Picnic Pants Drones • Conversion Rate #searchlove @larrykim
- 42. These Unicorns All Have High Engagement in Common! SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn #searchlove @larrykim
- 43. #searchlove @larrykim PPC, SEO & Social Media Employ ML-Enabled Algos that Reward High Engagement Content with Greater Visibility. Engagement Rates = ‘On-Base Percentage’ of Content Marketing!
- 44. Part 2: What’s a Good Engagement Rate? #searchlove @larrykim
- 45. High Engagement Unicorns Low Engagement Donkeys What’s the Difference? (Hint: It’s Relative) #searchlove @larrykim
- 46. Post Engagement Rates for 129 Facebook Status Updates for a Random Customer #searchlove @larrykim Unicorn Social Updates are +10x More Engaging Than Donkey Posts
- 47. Unicorns (top 10%) have 6x Higher CTR than Donkeys (Bottom 10%) Unicorns Donkeys CTR vs. Average Position in Organic Search #searchlove @larrykim
- 48. #searchlove @larrykim A Small Number of Stories (10%) Generate Most of the Traffic (+60%) Typical Blog Traffic Distribution
- 49. The Top 10% of Offers Convert +5x Better Than Donkeys Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) #searchlove @larrykim
- 50. #searchlove @larrykim Unicorn Content Power Law: Most of the Value Comes from a Fraction of the Content (duh)
- 51. #searchlove @larrykim The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Content Strategy! Traffic to the Top 10 Posts of the Month at Inc Magazine
- 54. High Engagement = Your Top ~3% Content! They do WAY better in SEO, PPC, Social Media, and CRO than ever before! #searchlove @larrykim
- 55. Part 3: Unicorn Content Creation #searchlove @larrykim
- 56. #searchlove @larrykim Make More Unicorns, Duh!
- 57. I’ve Written My Share of These Dumb Viral Article How-To’s… #searchlove @larrykim
- 58. #searchlove @larrykim They Focus on Content Attributes Rather Than Outcomes
- 59. #searchlove @larrykim They Make Arguments in Favor of Content Quality over Quantity or Long Form vs. Short Form
- 60. Content Quality vs. Quality Debate #searchlove @larrykim It’s a False Choice: You NEED the QUANTITY to *FIND* the QUALITY
- 61. #searchlove @larrykim Larry’s Content Marketing Truth Bomb: Unicorn Creation is More of a Numbers Game Than Most Content Marketers Want to Admit.
- 62. WordStream Blog Article Performance for Stories Published in 2016 #searchlove @larrykim I Worked Hard on All My Content Last Year But I Only Found 5 Unicorns Last Year. The Rest Were Donkeys!
- 63. #searchlove @larrykim Larry’s Theory: Success is More About Extracting Maximum Leverage From The Unicorns You Have
- 64. Larry’s Content Marketing Strategy: The Content Pyramid Scheme 1. Produce and Audition Lots of Content 2. Measure Engagement Rates 3. Kill the Donkeys 4. Find The Unicorns and Sound the Unicorn Alert! #searchlove @larrykim
- 69. #searchlove @larrykim Create Unicorn Babies
- 73. #searchlove @larrykim Unicorn Baby Generates Nearly 100k Views
- 74. Boost Your Unicorns With Social Media Ads & PPC Advertising #searchlove @larrykim
- 76. #searchlove @larrykim Facebook Ads: High Relevance Score = Low Cost Per Click
- 77. #searchlove @larrykim Unicorn Infographicification™ & Videoification™
- 79. #searchlove @larrykim Webinars & Conference Presentations
- 81. WordStream Webinar Performance in 2016 Average Donkey: 674 Average Unicorn: 3323 5 Webinars Generated 71% of the Registrations #searchlove @larrykim
- 86. #searchlove @larrykim A Million Views for $1000 Content Creation Effort ($0.001 CPM)
- 87. 5 4 3 Content Marketing Moneyball: Data Driven Content Strategy Optimize for Engagement ML- Systems Reward High Engagement w/ Great Visibility. Audition Lots of Content Ideas Quantity matters. Improves chances of unicorn detection. Find the Unicorns Identify content with unusually high engagement rates START/GO (Donkey Land) #searchlove @larrykim
- 88. 2 1 Kill Your Donkeys. Milk Your Unicorns. Donkey Elimination Stop Wasting time pushing donkeys. Let them die. Unicorn Alert Get off Content Treadmill. Go nuts with your best unicorns across all channels. END/REPEAT (Unicorn Land) – OR is it?? #searchlove @larrykim
- 89. What Does it All Mean? Content Marketing? #searchlove @larrykim
- 90. How Content Marketing REALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: Bias Formation: People See Your Content, But Don’t Necessarily Take Action Right Away. STEP 3: Harvest Demand: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. #searchlove @larrykim
- 91. Comparing New vs. Repeat Visitors How Does Brand Affinity Impact Content Marketing Success? #searchlove @larrykim
- 92. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) #searchlove @larrykim
- 93. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) #searchlove @larrykim
- 94. #searchlove @larrykim Returning Visitors: 127% Higher Conversion Rate, 218% Higher Time on Site
- 95. Virtuous Cycle of Unicorn Land #searchlove @larrykim 1. Unicorn Alert Yields Better Engagement 2. Better Engagement Yields Better Unicorn Alerts!