Welcome to Content Jam

Content StrategyAndy Crestodina

Strategic Director | @crestodina

If you have more MONEY than brains,you should focus on OUTBOUND marketing.

If you have more BRAINS than money,you should focus on INBOUND marketing.

Guy KawasakiMarketing Evangelist

AdvertisingContent MarketingInterrupt, DistractAttractOutboundInboundPaid (Budget)Owned, Earned (Brains)HypeHelp

4

KNOWLIKE TRUST

The Funnel

4A, AcquisitionB, BehaviorC, Conversions

Traffic is determined mostly by marketing (ongoing forever)Conversions are determined mostly by web design (project based. Specific actions)

The Funnel +Content

60%of buying decisions are made before contacting a sales rep source: Corporate Executive Board, Marketing Leadership Council

6

Search + Social + Email = Content Marketing

Social vs. Email vs. Search

Remove Dates8

Initial spike from email marketing and social promotion(one week)20 to 40 visits per dayfrom organic search(months or years)

The Spike and the Long Tail

Click-Through Rate by Search Position

@crestodina

source: https://www.advancedwebranking.com/ctrstudy/

@crestodina

source: https://www.advancedwebranking.com/ctrstudy/

Click-Through Rate by Search Position

The top three spotes get 53% of all clicks (more for branded search terms)The top spot gets 6x the clicks as number 5.12

Your website is the mousetrap.Your content is the cheese.

Barry FeldmanFeldman Creative

TOP OF THE FUNNEL1

Mission

To supply the tools that give EVERY working mom the ability to lead a healthy, wealthy and more balanced lifestyle

A website with simple tips to help digital camera owners get the most out of their cameras

20

Help engineers answer the most challenging industrial soldering questions

21

Where business owners and marketers find practical advice on content, analytics and web designto get better results from the web.

Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.

Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.

Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.

Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.

Welcome to Inc.com, the place whereentrepreneurs and business ownerscan find useful information, advice, insights, resources and inspirationfor running and growing their businesses.

[our company] is where[audience x] gets [information y] that offers[benefit z].

Source: Content Marketing Institute

For you to achieve your goals, visitors must first achieve theirs.

Bryan EisenbergFounder & CMO at IdealSpot

Its all about empathyWhat topics do they want?

Help your audience make a buying decision.

@crestodina

1. Keywords2. Q&A Sites3. ListeningSources of Topics

@crestodina

37

@crestodina

Topics from Google Suggest

source: Keywordtool.io

@crestodina

GoogleKeywordPlanner

@crestodina

@crestodina

Topics from Analytics

@crestodina

@crestodina

Topics from Analytics

REMOVE43

source: Quora.comTopics from Quora.com

@crestodina

1. Sales Team2. Customer Service Team3. Client StoriesTopics from Listening

@crestodina

Your outbox is filled with topics

@crestodina

Toggle48

Turning marketing ideas into questions

Authority, Links and Search Rankings

links are credibility

@crestodina

50

more links = more credibility

@crestodina

51

links from credible sites =much more credibility

@crestodina

52

many outgoing links =less credibility per link

@crestodina

53

Correlation between links and rankings

@crestodina

Source: MOZ Search Ranking Factors 2015

Link Popularity and Domain Authority#SXWsearch

55

@crestodina

Choosing KeywordsDo people search for it?Do I have a chance of ranking?

CENTRAL HUBMain topic, business categoryRELATED SUB-TOPICSAnswers to the main questions, how to articlesSUPPORTIVE BASEBroad range of helpful, related topics

Topics and Structure

PRIMARY KEYPHRASEHome page targets the most competitive phrase

SECONDARY KEYPHRASESproduct categories, services pages

TERTIARY KEYPHRASESPhrases related to the problem, not the solution

Keyphrases

PRIMARY KEYPHRASEHome page targets the most competitive phrase

SECONDARY KEYPHRASESproduct categories, services pages

TERTIARY KEYPHRASESPhrases related to the problem, not the solution

$$?Keyphrases

People, Phrases & Pages

People, Phrases & Pages

Using KeywordsIndicate the relevance.

Once at the beginning of the title

Once in the first header

Four to six times in the body of the pageVisible Elements = Important Factor

1. Title: Once in the beginningand its the link in Google search results!It appears above the address bar in your browser

67

Home Home

2. Header: Once, anywhere

3. Body: four to six times

Dont be too aggressive!

Social Media Traffic vs. Search Traffic

Social Media Traffic vs. Search Traffic

Social Media Traffic vs. Search Traffic

Social Media Traffic vs. Search Traffic

Acquisition > All Traffic > Channels

Social Media Traffic vs. Search Traffic

Everything in marketing isbased on relationships.

@crestodina

77

lead

@crestodina

leadtrafficconversions

@crestodina

leadtrafficconversionssearchemailsocial

@crestodina

leadtrafficconversionssearch

@crestodina

leadtrafficconversionsrank

@crestodina

leadtrafficconversionsrankcontentlinks

@crestodina

leadtrafficconversionsrankcontentlinkscontentrelationships

@crestodina

There are two kinds of people on the internet

creatorscontributors and lurkerscreatorscontributors and lurkersCreatorsContributors And lurkers

@crestodina

JournalistsAuthorsPodcastersAcademic ResearchersEvent Producers

And of course...Bloggers and blog editors

Who makes content?

@crestodina

Two Types of Social Media

Content Promotion Online NetworkingTraffic and Branding Relationships with Influencers

@crestodina

YOUR SITE

OTHER SITESWHERE to publish

@crestodina

WHO does the writing

CREATED BY YOU

CO-CREATED WITH INFLUENCERS

@crestodina

Content = 2Links = 0Friends = 0Content = 3Links = 1Friends = 2

Blogger vs. Blogging Collaborator

@crestodina

(better links + real connections)

Content = 4Links = 0Friends = 0Content = 6Links = 2Friends = 4

Round Two...

@crestodina

Nice blog, butThis is what great content marketing looks like.

Round Four...

@crestodina

source: Skyrockets Link Building Survey: 2014Which link building tactics are most effective?

@crestodina

MIDDLE OF THE FUNNEL2

Optimize for subscribers

Before...After...

98

1900% increase. Not bad!

ProminencePromiseProof

Why that worked...

Call to Action

Call to Action Conform

Good

Good

Bad

BOTTOM OF THE FUNNEL3

Testimonials = Evidence

But never make a testimonials page107

Never make a testimonials page

108

When you say it, its marketing...When they say it, its social proof.

109

Regardless of your age, if youre searching for the answer to the question, what do you want to be when you grow up? you are not alone.

Survey after survey shows that the majority of working adults wish they could start over in a different career. They also wish they had more information and better information in making that decision and I couldnt agree more.

Choosing the right career is one of the most important decisions that youll make in your lifetime.Text...

...versus video

Subsequent Conversions

But wait, theres more!

113

Subsequent Conversions

114

Where theres traffic, theres hope!

Your Pages.Your Funnel.Lets break it down.

source: Lead Generation Best Practices

Bottom Line

Content marketing is the only marketing left.

Seth GodinBest-Selling Author

Thank you!Andy Crestodina

Strategic Director | @crestodina

bitly.com/contentchemContent Chemistry,The Illustrated Guideto Content MarketingLearn more here: