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Big wins for Content Marketing (Or, Unsexy Strategies for Long-term Growth.)


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Content marketing is a lot like investing. To be successful, you need to focus on long-term goals and get the fundamentals right.

Here are three "big wins" you should nail from day one if you want to maximize the growth of your site.

Published in: Marketing
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Big wins for Content Marketing (Or, Unsexy Strategies for Long-term Growth.)

  1. 1. Big Wins for Content Marketing Or, Unsexy Strategies for Long-Term Growth Presented by: @jimmy_daly
  2. 2. Want to retire young?
  3. 3. Want to retire young? (Of course you do.)
  4. 4. There are two important rules you must follow:
  5. 5. Wait.
  6. 6. Wait. Do you prefer to read this as a blog post instead? Yes! I like blog posts.
  7. 7. “The biggest mistake is not learning the habits of saving properly early. It's pretty easy to get well-to-do slowly.” Warren Buffett Billionaire investor 2nd richest man in the world
  8. 8. Let’s go through the two rules individually. Don’t worry — This really is about content marketing.
  9. 9. Rule 1: Start investing early.
  10. 10. Let’s look at a hypothetical example.
  11. 11. Source: Business Insider
  12. 12. By starting 10 years earlier, Emily ends up with 2x more than Dave.
  13. 13. By starting 10 years earlier, Emily ends up with 2x more than Dave. That’s a big deal. Start investing early.
  14. 14. Rule 2: Focus on big wins.
  15. 15. Don’t waste time with small tasks that generate little results.
  16. 16. “If you had to choose between using your limited willpower to cut back on something you love that costs $2 a day and learning to negotiate a $10,000 salary increase, which would you rather do?” Ramit Sethi Entrepreneur Author of I Will Teach You To Be Rich
  17. 17. Together, these rules make up … The Big Win Principle
  18. 18. So let’s apply this to content marketing.
  19. 19. Want to read the rest of this SlideShare as a full blog post? Yes! Let’s do that instead.
  20. 20. There are three big wins you can use to maximize the growth of your site …
  21. 21. These are not shortcuts or growth hacks. They’re fundamentals that could bring in thousands or millions more readers over the lifetime of your site.
  22. 22. Big Win #1: Define a Target Audience
  23. 23. Skip this and you risk years of writing for no one.
  24. 24. “The target market is not the total market. The target market is the tip of the spear. That is what you use at the front lines to win the battle that allows you to win the war. And you win the war when your target demographic expands to include a lot of other people.” Tim Ferris Entrepreneur Author of 4-Hour Work Week
  25. 25. In other words, going deep first makes it easier to go wide later.
  26. 26. Peers Co-workers Clients Bosses Employers Yourself You must not write for:
  27. 27. You must write for your readers.
  28. 28. Write for your 1,000 True Fans.
  29. 29. “This small circle of diehard fans, which can provide you with a living, is surrounded by concentric circles of Lesser Fans. These folks will not purchase everything you do, and may not seek out direct contact, but they will buy much of what you produce. The processes you develop to feed your True Fans will also nurture Lesser Fans.” Kevin Kelly Entrepreneur
  30. 30. Start here
  31. 31. Go deep first. Identify a narrow demographic. Write for them exclusively. Earn trust, and deliver consistently.
  32. 32. Go wide later. Let your fans spread the word. Branch out only when you’ve proven yourself to your target audience.
  33. 33. Big Win #2: Create a Real Keyword Strategy
  34. 34. “More often than not, a website is a disjointed array of unrelated information with no clear central theme.” Bruce Clay Super smart SEO dude
  35. 35. 300 target keywords = zero target keywords
  36. 36. Targeting more than two or three keywords is useless unless you have a team of writers.
  37. 37. Choose a handful of keywords and focus on them intensely.
  38. 38. Case Study: Brian Dean of Backlinko
  39. 39. Brian Dean … • Ranks alongside Wikipedia and Google for SEO-related content • Gets more than 100K visitors/month, but has written only 21 posts for Backlinko. • Is intensely focused on just a few keywords (but ranks for hundreds of long-tail variations). @Jimmy_Daly
  40. 40. He does this by himself. @Jimmy_Daly
  41. 41. His secret? Silos. @Jimmy_Daly
  42. 42. Not this kind.
  43. 43. This kind.
  44. 44. Read more about silos Bruce Clay has a great blog post explaining the concept of silos in SEO.
  45. 45. Big Win #3: Commit to a Realistic Publishing Schedule
  46. 46. Sticking to a publishing schedule will be a force multiplier. It’s a constraint that will push you to become a better writer.
  47. 47. “The basic principle of force multiplication is to find and use factors that increase the effective power that you have (or reduce that of your opponents). Using force multipliers has an even greater effect, such that a well- multiplied small force can successfully take on a much larger force.” David Straker Persuasion and Influence Expert
  48. 48. “The schedule is my constraint. I have to get something out every Monday and Thursday. This forces me to be creative and to do the one thing that good writers do: write. I don’t always hit the mark, but I have stuck with this schedule for two years and I’ve written over 200,000 words.” James Clear Entrepreneur
  49. 49. Source: James Clear
  50. 50. Choose a frequency that is sustainable, even if it means starting slowly.
  51. 51. Grand takeaway: Don’t wait until you can do a huge website redesign, SEO turnover, or content audit. Start early. Take small steps now, and reap the rewards sooner.
  52. 52. Summary 1.Define a target audience. Go deep, then wide.
  53. 53. Summary 1.Define a target audience. Go deep, then wide. 2.Create a real keyword strategy. Focus on a handful of great keywords.
  54. 54. Summary 1.Define a target audience. Go deep, then wide. 2.Create a real keyword strategy. Focus on a handful of great keywords. 3.Commit to a realistic publishing schedule.
  55. 55. Get the full blog post