How to Make Your Content Kick Butt (and Literally Take Names) Welcome to Craft Marketing! All-in-one

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Transcript of How to Make Your Content Kick Butt (and Literally Take Names) Welcome to Craft Marketing! All-in-one

  • How to Make Your Content Kick Butt (and Literally Take Names)

  • Welcome to Craft Marketing!

  • All-in-one digital marketing solution for small marketing departments.

  • ● Traffic with no rank ● Social with no shares

    ● Leads but no sales ● Content overkill

  • What do people do when they come to your site?

    Website Blog

  • How does it all work?

    Keywords Links

    Collaborators, Other content producers

    Content: Website Blog Pages (Informational)

    Content: Website Buying Pages (Sell)

    #1

  • No Problem Awareness

    Problem Awareness

    Solution Awareness

    Comparison

    Buying

    Post-Implementation

    Customer Success

    The Customer Journey

  • “Don’t fall in love with your product; fall in love with solving

    problems for people.” - Russ Klein, CEO, AMA

    Persona Research -

  • No Problem Awareness

    Content: “24 Great Places to Go on

    Vacation”

  • Problem Awareness

    Content: “24 Ways Shark Attack Can Ruin Your Vacation”

  • Solution Awareness

    Content: “How Shark

    Repellent can Save Your Vacation and

    Prevent a Gruesome Death”

  • Comparison

    Content: “Top Shark Repellents”

  • Buying

    Content: “Shark Repellent”

  • Implementation

    Content: “How to Use Shark

    Repellent”

  • Customer Success

    Content: “How I Used Shark Repellent to Save

    my Vacation”

  • So how does social media, SEO, and email marketing fit in?

  • No Problem Awareness Goals & Metrics

    Goals: Branding, List

    Building, Reach, Links

    Metrics: Traffic, Blog Subscriptions,

    Social Shares, Inbound Links

  • No Problem Awareness SEO

    Content: “24 Great Places

    to Go on Vacation”

    Keyword: “Great Places to Go on

    Vacation”

    Proprietary research: Generates inbound links

  • ● Over 1,000 backlinks ● Translated into six languages ● One new link per week from a website with high DA

  • No Problem Awareness Social

    Content: “Anthony

    Bourdain’s 24 Great Places to Go on Vacation”

  • No Problem Awareness Email

    Content: “Anthony

    Bourdain’s 24 Great Places to Go on Vacation”

    List Building: “Subscribe for new updates

    on Great places to Vacation!”

  • Metrics: Measuring Butt Kicking and Name Taking

  • No Problem Awareness

    Problem Awareness

    Solution Awareness

    Comparison

    Buying

    Post-Implementation

    Customer Success

    Traffic, List Building, Link Building, Social Shares

    Download Comparison Sheet, Exit to Buying Page

    Download Solution Awareness Guide, List Building, Exit to Solutions Page

    Form Conversion, Phone Call

    Exit to Buying Page

    Support Calls and Lower Customer Service Costs

    Cross-sell Products, Shares on Social, Evangelize

  • Multi-Channel Attribution

  • How do I get started?

    Keyword Research

    ● Think of it as customer research ● All stages of customer journey need to rank

    for buying page to rank ● Helps rule out “no one cares” content

  • ● Content audit: What’s ranking

    ● Brainstorm new ideas: Challenges, solutions

  • ● Conduct a competitive analysis

  • ● Slot in ranking posts and post ideas in different stages

    ● Research those ideas in terms of topics

  • ● Consider landscape - where are we weak?

  • ● Paste into overall spreadsheet, then sort by counts

    ● Where are immediate opportunities (what’s ranking on page 2?)

    ● Where are big gains with low competition?

  • ● Consolidate posts that aren’t ranking but share same topic

    ● Redirect URLs

  • ● Prioritize, add into editorial calendar

    ● Execute

  • Perspective: Things to Remember

  • Understand organic growth

  • Use Conversion Optimization to improve performance

    • Test website to reach goals

    • Use serial testing for low-traffic sites

    • Improve efficiency

  • Use PPC and Facebook ads strategically

    • Use PPC to test keywords and send to buying pages (keyword driven)

    • Use Facebook for lifestyle (No Problem awareness) & buying

    • Test / complement

  • Aim for the 10x Project

  • Aim for the 10x Project

  • Understand customer journey and always give a chance to buy

  • Conclusion

  • AMA Signature Speaker Series: Tues, Feb 13

    Spencer X Smith: “Social Media: How to Calculate ROI and Stay Top of Mind”

  • Next Craft Marketing: Tues, Feb 24 Sarah Best: “How to Get Your Social Media Team

    to Produce Amazing Results”

  • March Craft Marketing: Tues, Mar 27 Jessica Jones: “Guerilla Research: Create a

    Better User Experience with Just 3 Interviews”

  • Greg Mischio Founder - Lead Strategist greg.mischio@winbound.com 608-445-0683

    Resources from Winbound ● Content - Conversion Scorecard

    (includes keyword rankings)

    ● Customer Journey Template

    ● Winbound.com/blog