Reviewing our Martech stack.

1. Presentation Title
Subtitle
Month, #, Year
Content Marketing
Process and Tools
#wineweb
February 9, 2021

2. What’s in your MarTech Stack?

6. Content Marketing Tools
Orbit Martech Stack
• Analytics: GA, GTM, Search Console
• ESP: Active Campaign
• SEO: Moz, SEMrush, Alexa, ScreamingFrog, Ahrefs, Keywordtool.io
• CRO & UX: Unbounce, Hotjar, Tobii, Optimize
• Content: Google Docs, MarketMuse, Grammarly, Snagit, Camtasia
• Chatbot: Drift
• Events: Zoom, Eventbrite, Bizzabo
• CMS, Hosting & DNS: WordPress, Pantheon, Cloudflare
• Video: YouTube, Vimeo, Zoom, Camtasia
• Social: CoSchedule, Buffer, Agorapulse
• Other: Survey Monkey

7. Let’s take a look at
of these tools
0.32%

8. Tools for Topics and Research

9. Google Analytics
Which articles would benefit from a rewrite?

16. You don’t need 1000 articles.
You need 100 great articles.

17. Moz
How have our rankings changed?

20. SEMrush
How have our rankings changed?

22. BuzzSumo
What topics / headlines are getting traction right now?

24. Alexa
What topics are we winning / losing?

27. Tools for Content Creation

28. Google Docs
Our Master Template

29. Source: Web Content Template, Orbit Media

30. Moz
Checking keyword difficulty

34. SEMrush Writing Assistant
Optimize the content for search

38. Market Muse
Optimize the content for search

41. KeywordTool.io
Finding all the phrases suggested by Google

43. Answer the Public
Finding all the related questions

46. CoSchedule
How might this headline perform?

47. @crestodina #Event

48. Content Marketing Tools
source: CoSchedule

49. SparkToro
Who is influential on this topic?

51. Content Marketing Tools

52. Content Marketing Tools

53. Simple Webpage Analyzer
Quick analysis of any page

54. source:
Orbit’s Simple Webpage Analyzer

55. Snagit
Quickly creating marked-up images

57. Camtasia
Record and edit videos

59. source: How to Make Social Media Videos, Orbit Media

60. source: How to Make Social Media Videos, Orbit Media

61. Tools for Publishing

62. Cameras
For pictures and stuff

63. Laptop Camera (no light)

64. Logitech Webcam (no light)

65. Logitech Webcam (ring light)

66. DSLR with Camlink (ring light)

68. WordPress
Meet Guttenberg!

70. Tools for Email Promotion

71. ActiveCampaign
Sending and tracking email

76. Orbit’s URL Builder
Tracking campaign traffic from emails

77. Content Marketing Tools
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media

78. Content Marketing Tools
Email Metrics vs. Website Metrics
source: Increase Email Open Rates, Orbit Media

79. Where are my email visitors?

80. There they are!!
Where are my email visitors?

85. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

86. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

87. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

88. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

89. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

90. Content Marketing Tools
https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search
Take a closer look at that link…

96. Tools for Social Promotion

97. Content Marketing Tools
The Social Media Rule of Thirds
Sharing your
content Sharing content
from others
Interacting with
people
source: Social Media Rule of Thirds, Orbit Media

98. Content Marketing Tools
TYPE MANAGEMENT TOOL GOAL
Creation
Content promotion
Automate Coschedule Drive traffic
Curation
Industry news
Schedule Buffer Networking
Conversation
Hello, thank you,
questions, etc.
Real Time Native App
(mobile)
Networking
Three Types of Social Media Posts

99. CoSchedule
Scheduling ongoing social promotion

101. Content Marketing Tools
TYPE MANAGEMENT TOOL GOAL
Creation
Content promotion
Automate Coschedule Drive traffic
Curation
Industry news
Schedule Buffer Networking
Conversation
Hello, thank you,
questions, etc.
Real Time Native App
(mobile)
Networking
Three Types of Social Media Posts

102. Buffer
Quickly scheduling shares of other people’s content

104. Content Marketing Tools
TYPE MANAGEMENT TOOL GOAL
Creation
Content promotion
Automate Coschedule Drive traffic
Curation
Industry news
Schedule Buffer Networking
Conversation
Hello, thank you,
questions, etc.
Real Time Native App
(mobile)
Networking
Three Types of Social Media Posts

106. Tools for PR and Outreach

107. Talkwalker Alerts
Has anyone mentioned us in their content?

108. Content Marketing Tools
source: Talkwalker Alerts

109. Content Marketing Tools

110. Content Marketing Tools

112. Content Marketing Tools

114. Let’s email the editor…
Specific, considerate…

115. The response…
Grateful!

117. Content Marketing Tools

118. Dux Soup
LinkedIn Outreach

120. Tools for Measuring
Content Performance

121. Google Analytics
How is that post doing?

123. Plausible
Analytics without privacy issues

125. Tools for Measuring Video

126. YouTube Studio
How is that video doing?

128. Google Analytics /
Google Tag Manager
How does this video change the post’s performance?

129. Content Marketing Tools

133. Now let’s make segments for video watchers and non-watchers

134. Now let’s make segments for video watchers and non-watchers

138. Instructions: How to track video views in Google Analytics

139. Tools for Lead Generation

140. Unbounce
Creating / Optimizing Landing Pages

142. Drift
Creating Chatbots

154. Google Analytics
How are people using your website?

155. How to check the performance of your navigation…

159. HotJar
Exactly what are people clicking on?

165. Tobii Eye Tracking
What are people looking at on your site?

167. Google Analytics Hotjar Recordings Eye Tracking
On-site On-site Anywhere
Pageviews
(and events)
Pageviews
Clicks
Mouse movements
Pageviews
Clicks
Mouse movements
Eye movement
Video / Audio
“All visitors" Random sample Focus group
Free $89/month $10,000

168. Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com