The Three Keys to Growing your Organization with Content

#PFest19 1
The Three Keys to Growing your Organization with Content
Presented by
Tatiana Morand
Content Marketing & SEO Expert, Wild Apricot

#PFest19 2
Sonia Khosla
Marketing Programs
Manager
Your Wild Apricot Hosts
Stephen Rowlinson
Customer Success
Coach

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We will email you a link to a recording of
this webinar.
See more webinars: www.wildapricot.com/academy

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50,000 membership managers use Wild Apricot
everyday
12 years old!

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#1 Membership Management Software Provider

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Your Presenter
Tatiana Morand
Content and SEO
Manager, Wild Apricot

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#PFest19
The Three Keys to Growing
your Organization with
Content
Tatiana Morand
Content & SEO Manager, Wild Apricot

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Welcome to our beekeeper's association
©2019 PersoniFest. All information is confidential.
• Stuck at 200
members forever
• Some of the ways
they used to get
members don't
work anymore
Sound familiar?

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But what if I
told you that in
one year, they
managed to
grow 10%?

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1. Driving new visitors to your website
2. Capturing new visitors' emails
3. Developing a relationship via email
Three Keys to Growing
your Organization with Content

#PFest19 12©2019 PersoniFest. All information is confidential.
How many of your organizations
currently have a blog?
How many of you are using it to
bring in new members?

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Our first blog post!

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So how do you get
more visitors?

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How to Drive New Visitors to Your
Website
1. Pick The
Right
Topics
2. Create
Amazing
Content
3. Track
Results +
Improve
Content

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1. Pick your
topic
2. Create
your content
3. Track results
+ improve
content

Most people just
brainstorm until they come up
with a topic...

Your website
...but there's a little more to it

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Topic
What You
Need To Know
Before Joining
a Beekeeper's
Association
Keyword
• Beekeepers
• Beekeepers
meetup
• Beekeepers
association

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The winner!

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Choosing a Topic for Search
Keywords, not
topics
Difficulty + search
volume

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What are the characteristics of shareable content?
1. It's Exactly What You Think
2. It's the Opposite of What You Think
3. It's Related to The News
4. It Gives Your Audience This

1. It's Exactly
What You
Think

2. It's the
Opposite of
What You Think

3. It's Related
to The News

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4. It Gives Your
Audience This

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What are the characteristics of shareable content?
1. It's Exactly What You Think
2. It's the Opposite of What You Think
3. It's Related to The News
4. It Gives Your Audience This

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1. Pick your
topic
2. Create
your content
3. Track results
+ improve
content

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Blogging Best Practices
1. The Perfect Word Length
2. Why Short, Concise Paragraphs Do Well
3. Why Your Subheadings Need Hooks
4. The Big Benefit When You Use Steps and Lists
5. The Types of Images That Work Best
6. The One Thing That Will Make Your Articles Stand Out

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1000 - 2000 words
= 56% more social
shares
1. The Perfect
Word Length
https://backlinko.com/content-
study

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eiusmod tempor incididunt ut labore
et dolore magna aliqua. Egestas
integer eget aliquet nibh praesent
tristique. Facilisis gravida neque
convallis a cras semper auctor Feugiat
nibh sed pulvinar proin gravida.
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pharetra massa massa ultricies.
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gravida. Egestas sed tempus urna et
pharetra pharetra massa massa
2. Why Short, Concise
Paragraphs Do Well
Feugiat nibh sed pulvinar proin
gravida.
Egestas sed tempus urna et pharetra
pharetra massa massa ultricies.
Molestie at elementum eu facilisis sed
odio morbi.
VS

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V.1
Use A Smoker to Get
Bees Into Your Hive
V.2
This Item Makes
Getting Bees Into
Your Hive Ten Times
Easier
3. Why Your
Subheadings
Need Hooks

4. The Big Benefit
When You Use
Steps and Lists
+ 218% shares!

5. The Types of
Images That
Work Best VS

6. The One Thing
That Will Make
Your Articles Stand
Out

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Blogging Best Practices
1. The Perfect Word Length
2. Why Short, Concise Paragraphs Do Well
3. Why Your Subheadings Need Hooks
4. The Big Benefit When You Use Steps and Lists
5. The Types of Images That Work Best
6. The One Thing That Will Make Your Articles Stand Out

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1. Pick your
topic
2. Create
your content3. Track results
+ improve
content

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VS.

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1.
Sessions
(Number
of Views)
2. Time
on Page
3.Bounce
Rate
What Should You be Looking For?

1. 2. 3.

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How can you apply this?
VS.
110 views in the past week
2:14 session duration
75% bounce rate
175 views in the past week
0:30 session duration
90% bounce rate

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How can you apply this?
VS.
Action: promote post /
leave as is
Action: look back at best
practices

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1. Pick your
topic
2. Create
your content
3. Track results
+ improve
content

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Capturing new visitors' emails

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Two kinds of
downloadable assets
1. Page that already has a lot of
traffic
Ex: Beekeeping 101 Checklist

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2. Page that potential members
are most likely to visit
Ex: How Joining a Beekeeper's
Association Helps Improve Your
Honey Bzz-ness

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Either
is fine!

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The email capture process
1. Create something visitors want
2. Host it on your site
3. Create a way for people to download it
4. Connect this with your CRM or MMS
5. Watch the emails roll in!

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Types of downloadable assets
• A template
• A checklist
• An infographic
• An e-book
• A video
• A webinar
• A spreadsheet
• Even an old blog post!

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3 Best Practices For Capturing New
Visitors' Emails
1. Make it Look Like This
2. Make it Easy to See
3. Give Them Options

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1. Make it
Look Like This
And Not This

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• Buttons
• Graphics
• In-text callouts
• Email forms

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3. Give Them
Options

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3 Best Practices For Capturing New
Visitors' Emails
1. Make it Look Like This
3. Give Them Options

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How did the beekeepers'
downloadable guide perform?
• Linked to it on three blog posts
• 10 downloads in its first week
• Led to 2 new members joining after two
weeks

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Why is email
important?
• Staying in touch
• Giving more
educational
value
©2019 PersoniFest.All informationisconfidential.

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The 6 Keys to Sending a Good Email
1. Know the Answer to These Questions
2. How to Keep People Clicking
3. Make it Personal
4. Don't Give It All Away
5. A Little Goes a Long Way
6. Don't Make Them Do This

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1. Know the
Answer to These
Questions
Why did your visitor
give you their email?
What else would they
like to see?

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2. How to
Keep
People
Clicking
1. Set
a deadline
2. Ask
a question
3. Keep
it fun!

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48 Hours
to Save
the Bees!
Best of
Groupon: The
Deals That
Make Us Proud
(Unlike Our
Nephew,
Steve)
What makes a good subject line?
What
Can You
Afford?

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3. Make it
Personal

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4. Don't Give It
All Away

5. A Little Goes
a Long Way

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6. Don't Make Them Do
This

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The 6 Keys to Sending a Good Email
1. Know the Answer to These Questions
2. How to Keep People Clicking
3. Make it Personal
4. Don't Give It All Away
5. A Little Goes a Long Way
6. Don't Make Them Do This

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What kind of emails did our beekeepers send?
• Send out emails whenever they have a new blog post
• Sample subject line: “Are Your Bees Getting the Attention
They Deserve? 🐝”
• Sent out a survey asking about their content
• Promoted an event in a PS at the bottom
• Result: got 5 new members after two months

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And what happened
to the beekeepers?
• Created 5 more blog posts
• Created 2 downloadable
assets
• Got 150 emails
• Got 20 new members

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Please ask me anything :)
THANK YOU!

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The Three Keys to Growing your Organization with Content
Presented by
Tatiana Morand
Content Marketing & SEO Expert, Wild Apricot

#PFest19 81
Wild Apricot Facebook Group
facebook.com/groups/WildApricotTribe

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Wild Apricot Academy
wildapricot.com/academy

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#1 Membership Management Software Provider

The Three Keys to Growing your Organization with Content​

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