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#CMF16	 @leeodden
#CMF16	 @leeodden	
h/p://bit.ly/22uZYzh	
Download	this	
Presenta0on!
#CMF16	 @leeodden	
About	Lee	Odden	&	TopRank	MarkeFng	
markeFngblog.com	toprankmarkeFng.com
#CMF16	 @leeodden	
I’m	Also	Addicted	to	Taking	Marketer	Selfies
#CMF16	 @leeodden	
But	Most	Important	of	All…
#CMF16	 @leeodden	
The	Power	of	Stories
#CMF16	 @leeodden	
My	name	is	
Borneo	but	
you	can	call	
me,	BLUMEO!	
Hi,	I’m	Clarice	
and	I	love	
adventures!
#CMF16	 @leeodden	
Context	
Relevance	
Personalize	
Inspire	Lessons	
Learned!
#CMF16	 @leeodden	
Is	This	Different	Than	Content	MarkeFng?
#CMF16	 @leeodden	
Because	Content	is	King,	Right?
#CMF16	 @leeodden	
Content	is	the	Kingdom!	
Insights	Inform	Topics	
Create	an	Editorial	
Calendar	
Create	Content:	
Text,	Visual,	Audio	
OpFmize	Content	
for	Search		
Promote	Content		
Through	Social	
Pay	for	Traffic:	Search,	
Social,	SyndicaFon	
Monitor	Web	AnalyFcs	
Report	Performance	
Research	Customers	
&	Develop	Personas	
PredicFve	AnalyFcs	
Map	to	Buying	Cycle	
Curate,	Co-Create	
Personalize	&	Integrate	
Content	PR	Outreach	
AcFvate	Influencers	
MarkeFng	AutomaFon	Nurtures	
OpFmize	
CRO	–	ROI
#CMF16	 @leeodden	
content	markeFng	insFtute		
content	markeFng	
content	markeFng	insFtute	
content	markeFng	world	
content	markeFng	strategy	
content	markeFng	examples	
content	markeFng	definiFon	
content	markeFng	agency	
content	markeFng	jobs	
content	markeFng	conference	
content	markeFng	tools	
content	markeFng	world	
content	markeFng	strategy	
content	markeFng	examples	
content	markeFng	definiFon	
content	markeFng	agency	
content	markeFng	jobs	
content	markeFng	conference	
content	markeFng	tools	
content	markeFng	plan	
content	markeFng	agency	
content	markeFng	awards	
content	markeFng	associaFon	
content	markeFng	analyFcs	
content	markeFng	and	seo	
content	markeFng	social	media	
content	markeFng	arFcles	
content	markeFng	automaFon	
content	markeFng	academy	
content	markeFng	audit	
content	markeFng	blogs	
content	markeFng	best	pracFces	
content	markeFng	books	
content	markeFng	blueprint	
content	markeFng	b2b	
content	markeFng	budget	
content	markeFng	basics	
content	markeFng	benefits	
content	markeFng	brands	
content	markeFng	conference	
content	markeFng	companies	
content	markeFng	conferences		
content	markeFng	calendar	
content	markeFng	template	
content	markeFng	cerFficaFon	
content	markeFng	case	studies	
content	markeFng	campaign	
content	markeFng	consultant	
content	markeFng	channels	
content	markeFng	definiFon	
content	markeFng	defined	
content	markeFng	director	
content	markeFng	degree	
content	markeFng	distribuFon	
content	markeFng	job	descripFon	
content	markeFng	data	
content	markeFng	dicFonary	
Content	Demands	Can	Be	Overwhelming!	
Photo:	Shu/erstock	
We	need	a	new,	
original	blog	post	
every	day.		
Can	you	get	on	that?	
Can	you	create	2	new	
ebooks,	12	social	messages	
each	and	an	infographic?		
By	tomorrow?	
We	need	a	new	content	
plan	with	personas	for	
6	customer	segments	
each	broken	out	by	a	4	
stage	buying	cycle.		
Oh,	and	could	
you	do	that	for	
each	EMEA,	NA	
and	APAC?	
Image:	Shu/erstock
#CMF16	 @leeodden	
How	Do	You	Stay	Fresh	With	Content	Ideas?
#CMF16	 @leeodden	
Facts
Tell,
Stories
Sell
#CMF16	 @leeodden	
Customers!	
Stories	About	
What?
#CMF16	 @leeodden	
A	Framework	to	Make	Content	Stories	Work
#CMF16	 @leeodden	
Be	the	Best	Answer	
Brand Narrative
Customer Focus
USP
USP
USP USP
USP
USP
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
AdvertisingCreate Signals of Credibility
Wherever Your Customers Are
Influencers
Photo:	Shu/erstock
#CMF16	 @leeodden	
Customer	Empathy	=	Most	Powerful	Insight	
Photos:	Shu/erstock	
Discover
$$$
Act
Consume
#CMF16	 @leeodden	
Content	Accountability	Formula	
Search	Keywords	
Social	Topics	
AdverFsing	
PublicaFons	
Events	
Word	of	Mouth	
Text,	Images,	
Audio,	Video	
Mobile,	Tablet,	
Computer	
Formal,	Funny,	
Long,	Short	
Social	Share	
Engage		
Subscribe	
Register	
Inquire	
Buy	
Attract Engage Convert
#CMF16	 @leeodden	
Customer	Persona	
Buying	
Cycle	
Keywords	 Social	Topics	 Content	Type	
Awareness	 broad	 trends	 blog,	webinar,	social	
Interest	 category	 invesFgaFve	 video,	white	paper	
Considera0on	 comparison	 demos	
feature	comparison,	
reviews,	case	study	
Purchase	 transacFonal	 referrals	 buyer	guide	
Reten0on	 Fps	 best	pracFces	 FAQ,	how	to,	support	
Advocacy	 supporFng	 parFcipaFon	 buyer	community	
Buyer	–	“Stan”	
•  Pain	Points	
•  Goals	
•  Interests	
•  Triggers	to	Buy	
Balance	Topic	Demand/Relevance	with	
Buyer	Stage	to	Inform	Content	Topics	
Buyer	Insights	>		Keyword	&	Topic	Research	>	Content	Crea0on	&	Op0miza0on
#CMF16	 @leeodden	
5
Crea0ve	Sources	
for	More	
Customer	Centric	
Content	Stories
#CMF16	 @leeodden	
1.	Customer	Journey	QuesFons	
What	is?		
How	do	I?	
Where	can	I?
#CMF16	 @leeodden	
Buying	Cycle	QuesFons	=	Goldmine	of	Topics	
What	is	it?	
How	does	it	work?	 How	does	it	compare?	
How	do	I	start?	
Awareness	
Interest	 ConsideraFon	
AcFon	
760,500	“what	is”	
200,000	“how	to”	
140,000	“compare	or		
compared”	
38,000	“how	to	start”
#CMF16	 @leeodden
#CMF16	 @leeodden	
Awareness	–	ConsideraFon	-	AcFon
#CMF16	 @leeodden	
What	QuesFons	Can	You	Answer?	
Buying	Stage	 Ques0ons	to	Answer	 Content	Types	
Awareness	 What	is	it?	 Media,	Blog,	Social	
Interest	 How	does	it	solve?	 Newsle/er,	Demo	
Considera0on	 Which	is	the	best?	 Reviews,	Case	Study	
Purchase	 Where	do	I	buy?	 Website	
Buyer	Persona	
•  Pain	Points	
•  Goals	
•  Interests	
•  Triggers	to	Buy
#CMF16	 @leeodden	
2.	Be	the	Best	Answer	with	Topic	Clusters	
Be	specific	and	go	deep!
#CMF16	 @leeodden	
Deep	Topics	for	SEO	&	Content	Hubs	
Used	with	permission.	©Searchmetrics	All	Rights	Reserved.
#CMF16	 @leeodden	
Used	with	permission.	©Searchmetrics	All	Rights	Reserved.
#CMF16	 @leeodden	
Used	with	permission.	©Searchmetrics	All	Rights	Reserved.
#CMF16	 @leeodden	
Example	Deep	Topic	Content
#CMF16	 @leeodden	
30	ArFcles:	1,200	Words	Each	
Central	Index	
Structured	Format	Posts:	
Pros,	Cons,	Examples	
Best	PracFces
#CMF16	 @leeodden	
Tools	For	Buyer	QuesFon	Insight	
answerthepublic.com	
storybase.com
#CMF16	 @leeodden	
What	Could	Your	Hub	&	Spoke	Topics	Be?
#CMF16	 @leeodden	
3.	Use	Data	to	Inform	Topics	
Data	Sources:	SEO,	Social,	Web	
AnalyFcs,	Inquiry	Forms,	Surveys,		
3rd	Party	Data
#CMF16	 @leeodden	
OpportuniFes	to	Leverage	Data	for	Content	
Where’s	
the	data?
#CMF16	 @leeodden	
Content	AnalyFcs	
NewsCred	
Curata
#CMF16	 @leeodden	
Keyword	Demand	Data
#CMF16	 @leeodden	
Web	AnalyFcs	&	CompeFtor	Data
#CMF16	 @leeodden	
Insights	from	InteracFons	
Get	Insights	From	Conversa0ons:	
ü  Sales	
ü  Customer	Service	
ü  Product	MarkeFng	Mangers	
ü  Customers	
ü  Prospects	
ü  Industry	Media	&	Influencers	
	
Get	Insights	From	Contact	Forms
#CMF16	 @leeodden	
Firsthand	Data:	Trelleborg	Marine	Systems	
CAMPAIGN	
•  Workshops:	Informed		
buyer	profiles	by	segment	
•  Mapped	buyer	journeys	
•  Message	Fmelines	per	profile	
•  3	content	assets	to	engage	buyers	
at	different	stages		
RESULTS	
54%	Increase,	email	conversion	rate	
27%	Increase	in	sales	order	value	
43%	More	leads	generated		
Source:	Ragan	Content	MarkeFng	Awards.		Agency:	Stein	IAS
#CMF16	 @leeodden	
4.	What	Could	Go	Wrong?	
What’s	the	worst	case	
scenario	if	they	don’t	buy?
#CMF16	 @leeodden	
Mayhem	–	Allstate	Insurance	
h/ps://goo.gl/rLpYXp
#CMF16	 @leeodden	
5.	Look	at	the	(Social)	Media	
152,446,026	Views
#CMF16	 @leeodden	
Kohl’s
#CMF16	 @leeodden	
Facebook	Too
#CMF16	 @leeodden	
Media	MarkeFng	Sales	Outcomes
#CMF16	 @leeodden	
Social	&	Media	Monitoring	Tools
#CMF16	 @leeodden	
Trend	Tools
#CMF16	 @leeodden	
Great	Content	Isn’t	Great	
Unless	People	Can	Find	It!
#CMF16	 @leeodden	
Content
Planning
Audits
Program
Implementation
Attraction &
Promotion
Performance
Optimization
TopRankMarketing.com
Customer Segments
Inform Personas
Map Topics/Keywords
to Buying Cycle
Influencer Research
& Mapping
Optimized Content Plan
(New): Site,
Blog, Social Profiles
& Networks
Off Site Content:
Guest Posts, Byline
Articles, Content Objects
(eBooks, Infographics,
Video, Reports, Guides)
Content Amplification
Social Profile
Alignment:
Messaging, Keywords
Social Media
Influencer Outreach
Optimize Social
Connections: Google+,
Authorship, Twitter,
Facebook, LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social Shares
Social Network
Engagement
Social Channel
Promotions
SEO KPI
Measurement:
Ranking, Referred
Organic Traffic
Keywords, Links,
Share of Search
Results
Social KPI
Measurement: Brand +
Keyword Mentions,
Social Referred Traffic,
Engagement, Social
Citations, Sentiment,
Share of Conversation
Content KPI
Measurement: Page
views of Target
Content, Actions from
Target Content,
Shares, Engagement,
Links
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and
External Influencer
Advocates
Keyword Mapping to
Content
Content Creation,
Influencer Co-Creation,
Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed,
Structured Data, HTML/
Code, URLs, Internal Links
External Link Signal:
Acquisition, Reclamation,
Disavowal
Digital Asset Optimization:
Image, Video, Audio, MS
Office Docs, PDFs
Identify Program
Objectives
Research Market,
Competition, Current
Situation
Develop Integrated
Marketing Strategy
Define Target
Audience Segments
Research Audience
Goals, Pain, Triggers
Research Topics,
Keywords, Messaging
Themes
Research &
Strategy
h/p://tprk.us/opFmizedwf
#CMF16	 @leeodden	
Takeaways	
Context	
Relevance	
Personalize	
Inspire	
Consider	the	situa0on	from	your	customer’s	point	of	view.	
Empathy	with	customers	is	your	most	powerful	tool.		
Customers	don’t	care	about	your	brand,	products	or	services.	
They	care	about	solving	their	own	problems	–	use	data	insight!	
Create	meaningful	content	experiences	specific	to	your	
customers:	segments	>	personas	>	stage/situa0on.		
Content	should	inform,	entertain	and	create	an0cipa0on	for	
what’s	next	–	all	while	leading	buyers	through	the	sales	cycle.
#CMF16	 @leeodden	
Thank	You	-	Merci	-	Dank	je	
Lee	Odden	-	@leeodden	
lee@toprankmarkeFng.com	
	
	
	
	
TopRankMarkeFng.com	
TopRankBlog.com

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