SFIMA Content Strategy & Lead Gen

@crestodina
Andy Crestodina
CONTENT STRATEGY for
LEAD GENERATION
SFIMA

@crestodina
“A plan to reach a specific goal”

@crestodina
“A plan to use content reach a specific business goal”

@crestodina
Put your content on a mission
Audience & Topics

International travelers get
travel tips and news
to make travel easier

Help engineers answer the
most challenging industrial
soldering questions

Where digital marketers find practical advice
on content, analytics and web design
to get better results from their websites.

Our content is where
[audience x] gets
[information y] that offers
[benefit z].

@crestodina
Source: Content Marketing Institute

@crestodina
Source: Content Marketing Institute
“Do you have an editorial mission statement?”

@crestodina
Marketers who document
their mission statement are
3x more likely succeed

Where office managers find
fun tips for the workplace and benefits
to build happier, more productive teams.

@crestodina
1. Keyword research
2. Q&A websites
3. Listening to your audience
Sources of topics

@crestodina
source: keywordtool.io

@crestodina
1. Sales team
2. Customer service team
3. Customer stories
Listening

@crestodina
Your outbox is filled with content

@crestodina
Topics and focal distance

@crestodina
Topics and focal distance
Is Beer At
Work a
Dumb Idea?
Awesome
Office Kitchens
Top 10
Office Perks

@crestodina
The Power of Research

Amazing
Contributor
Weak
Contributor
Perceived Content PerformanceActual Content Performance

@crestodina
Most content gets
no links and few shares
source: Moz, BuzzSumo

...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.

...if you want to create content that achieves a high level of both
shares and links then you should concentrate on
strong opinions
original research

4,066 websites link to CMI’s research

Three ways to produce research
1. Observation: Pick a data set. Gather data.

2. Aggregation: Combine data from existing sources

2. Aggregation: Combine data from existing sources
3. Survey: Mass outreach and analysis

@crestodina
source: 2017 Blogger Survey, Orbit Media

“What do people in our industry
often say but rarely support?”

Don’t take shortcuts;
they take too long.
Sonia Simone
CCO, Copyblogger Media

@crestodina
Formats
There’s more to life than text

@crestodina
FORMATS
articles, guides, ebooks
infographics, diagrams, memes
How to, explainers, animations
interviews, roundups
Text
Images
Video
Collaborative

Movement is more powerful than images.
Images are more powerful than text.

@crestodina
The Laws of Visual Hierarchy

Source: Periodic Table of Content

“Let’s turn our top ___________
into _____________”

into _____________”
blog post
a video

into _____________”
blog post
an infographic

into _____________”
three articles
a guide

into _____________”
FB post
a newsletter

@crestodina
Are people looking for this information? ...yes!
source: keywordtool.io

Search optimized article
Infographic with diagrams

Statistics for landing pages

Statistics for landing pages
Interview with experts

@crestodina
Works in Search Works in Social
Answers questions Triggers emotion
Headlines with explicit benefits Headlines with curiosity gap
Long and detailed Compelling visuals
Contributor quotes
from experts
Contributor quotes
from social influencers

@crestodina
Influencers & Collaboration
Outreach, collaboration and earned media

@crestodina
source: 2017 Blogger Survey

@crestodina
Content should be
designed to attract visitors

@crestodina
Optimized for search…

@crestodina
Optimized for social…

@crestodina
1. Quote and mention in an article
2. Ask for a contributor quote
3. Include them in an expert roundup
4. Invite them to guest post
5. Deep dive interview
5 Ways to Collaborate

@crestodina
An ally in creation is an ally in promotion

@crestodina
If you’re not making friends,
you’re doing it wrong.

@crestodina
There are two kinds of people on the internet
Creators
Consumers

@crestodina
Guest Blogging & PR

I wrote an article for you.
Here it is.
Aaron Orendorff
Expert Guest Blogger

@crestodina
Let’s Do This!
Putting it all together to drive leads

@crestodina
What... topics
How... formats
Who... collaborators
Where... host blogs

They want info.
We want leads.

Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative

@crestodina
The Service Page
Office Coffee Delivery
Keyword-focused: “Office coffee delivery service”
Conversion optimized: answers, testimonials, CTAs

@crestodina
The Anchor Piece
Office Perk Ideas from the Top 50
Workplaces
Original Research
Keyword-focused: “office perks ideas”
Charts and Graphs
Quotes from contributors, influencers

@crestodina
The Content Upgrade
Complete Guide to Top Office Perks
Designed: eBook PDF with charts
Gated: enter email address to download

@crestodina
How-to Article
How to retain your employees
Keyword-focused
Uses charts from anchor piece
Quote from influencer
Links to anchor piece

@crestodina
“Evil Twin” Guest Post
How to lose a top employee in 30 days
Published on high DA website
Links to how-to and anchor piece

5 Perks That Get Your
Team To Come In Early
The 5 Simple Mistakes
of Rookie Office
Managers

@crestodina
Infographic
Top Perks at Top Offices
Designed with charts, stats
Includes a short article

@crestodina
Guest Post / Infographic
Top Perks at Top Offices
Published on high DA website
Includes a new short article

@crestodina
Influencer Interview
What employees really want
Content creator:
• Large following
• Writes for high DA website
In-depth conversation

@crestodina
Contribution / Interview
New Research! What’s on Tap
at Top Workplaces
High DA website
Guest post, email interview or
podcast interview

@crestodina
Blog Post One
5 Workplace Secrets: Inside
Top Offices
Provocative headline

@crestodina
Blog Post Two
Coffee, Tea, Beer? What
they’re drinking at top offices
Links to service page

@crestodina
Blog Post Three
The Dirt on Dishes: What’s
wrong with office kitchens
Links to service page

@crestodina
Q1 Q2 Q3 Q4
Original Research
(search optimized)
Ultimate Guide
(search optimized)
Detailed How-To
(search optimized)
Original Research
Full report Checklist Resource Guide Full Report
Video Infographic Infographic Animation
Influencer
Interview
Round Up Panel-style article
with three
influencers
Influencer
Interview
Article for Media
Site
Guest post on
industry blog
Short series for
local association
Contribute to
media column
3-5 articles 3-5 articles 3-5 articles 3-5 articles
Anchor Piece
Content Upgrade
Media
Collaboration
PR / Guest Post
Blog Posts

@crestodina
1. Know their audience
2. Understand topics, keywords and SEO
3. Use many formats
4. Collaborate with influencers
5. Publish in many places
Persistence and Structure!
Great Content Strategists…

@crestodina
How to do all this stuff...
• Content Strategy Explained in 180 Seconds!
• How to Create Your Content Marketing Mission
• A Guide For Repurposing: The Periodic Table of Content
• Content Marketing Collaboration: 5 Ways to Upgrate Your Content

@crestodina
Andy Crestodina
THANK YOU!

SFIMA Content Strategy & Lead Gen

More Related Content

What's hot

Similar to SFIMA Content Strategy & Lead Gen

More from SFIMA

Recently uploaded

SFIMA Content Strategy & Lead Gen