How to Think Like a Content Marketer презентация

Содержание

Journalism Audience Development SEO Content Marketing

Слайд 1Website
Event
Blog
Post
Post
Post
Definitive Content
Website Referring Converting Traffic
Link Bait
Ego Bait
David Christopher
How to Think Like


a Content Marketer

Слайд 2Journalism
Audience Development
SEO
Content Marketing

Слайд 4Question 1:

What is the goal of this content?

Слайд 5Content
Social
Outreach
Search
Blog
Website
Email
Photos
Video
Events


Graphics
Podcasts
Research
Webinars
Usability
CRO
Post
Grow Audience
Reputation Mngt.
Paid
Engage
Curate
Kw. Research
On-Page SEO
Link Building
Technical SEO
SERP Messaging
Engagement
Retargeting






PPC
Influencers
Webmasters
Media/PR
Collaborators
Beneficiaries
Friends
Question 2:

What is

the promotion plan?

Inbound Marketing

Слайд 6Social
Outreach
Search
Content
Traditional
Journalist
@DavidMChris

Слайд 7Social
Search
Outreach
Content
Traditional PR
@DavidMChris

Слайд 8Outreach
Search
Social
Content
Social
Media
@DavidMChris

Слайд 9Search
Content
Social
Blogger
Outreach
@DavidMChris

Слайд 10Content
Social
Link Builder
Outreach
Search
@DavidMChris

Слайд 11Social
Outreach
Search
Content
SEO
@DavidMChris

Слайд 12Social
Content
Content Marketer
@DavidMChris
Search
Outreach

Слайд 13Flickr: Wesley Eller

Слайд 14Your Audience
Potential Customers
Desirable Audience
Irrelevant Audience
Highly Desirable Audience

Слайд 15Your Audience
Potential Customers
Desirable Audience
Irrelevant Audience
Get in front of these
Highly Desirable Audience

Слайд 16Your Audience
Potential Customers
Desirable Audience
Irrelevant Audience
Highly Desirable Audience
Ignore these

Слайд 17Digital
Marketing
Channels

Слайд 18Paid: SEO increased quality score. Lower CPC = more traffic
Referral:

Content Marketing built links that drove traffic

Social: Social media following grew, website content shared

Organic: SEO, links & social engagement led to ranking higher

Direct: Stronger online presence resulted in more direct traffic

Work Together

Слайд 19Average Conversion Source
* Sample: 25 BigWing Clients with SEO, Content Marketing &

PPC (Last Click Attribution)

Слайд 22Outreach
Social
Goals
Promotion
Search
Content
Website
Events
Link Building
Tactic: Events Link Building
@DavidMChris

Слайд 23@DavidMChris

Слайд 2417 Links Built
18 Minutes per Link
@DavidMChris

Слайд 25

Timeframe: 2 Months
Client: Local Charity
Time: 5 Hours
Events Link Building
Pageviews
14
T on P
00:15
Fol.


Link Dom
11

Nofol.
Link Dom
6

Results

James Young

@DavidMChris

Слайд 26Social
Search
Goals
Content
Website
Promotion
Outreach
Media/PR
Tactic: Reporter Outreach
@DavidMChris

Слайд 27@DavidMChris

Слайд 28Create a profile page for your ‘authority’ source

Photo
Experience
Expertise
Publications
@DavidMChris

Слайд 29Pre-empt HARO requests with quotable blogs
@DavidMChris

Слайд 30Ideal Outreach Email
@DavidMChris

Слайд 31@DavidMChris

Слайд 32@DavidMChris

Слайд 33

Timeframe: 1 Year
Client: Vet
Time: 21 Hours
@alex_broseph
Reporter Outreach
Pageviews
20
T on P
00:09
Fol.
Link Dom
7
Results
@DavidMChris

Слайд 34Engagement
Click Through Rate (CTR)



Dwell Time / Bounce Rate

@davidmchris

Слайд 35Content
Social
Search
Goals
Tactic: Monitoring Mentions
Promotion
Outreach
Media/PR
Webmasters
@DavidMChris

Слайд 36@DavidMChris

Слайд 37Naming Rights
So we built
landing pages
@DavidMChris

Слайд 38Social
Search
Goals
Promotion
Outreach
Media/PR
Webmasters
Content
Website
Tactic: Link Bait
@DavidMChris

Слайд 39@DavidMChris

Слайд 40@DavidMChris

Слайд 41

Title: Wayman Tisdale & Thunder Practice Facility
Client: Hospital
Time: 41 Hours
@alex_broseph
Link Bait
Pageviews
446
T

on P
01:25

Fol.
Link Dom
10

Results

@DavidMChris

Слайд 42Search
Social
Goals
Promotion
Outreach
Content
Blog
Graphics

Post
Grow Audience
Engage
Paid ($40)


Influencers
Beneficiaries
Tactic: Ego Bait
@DavidMChris

Слайд 43@DavidMChris

Слайд 4410/25 Influencers shared URL

1 Linked

Слайд 45@DavidMChris

Слайд 46

Title: 25 Men Every Man of Style Should Follow
Client: Tailor
Time: 7.25

Hours

@thedanholmes

Ego Bait

Results

Pageviews
375

T on P
03:28

Shares
94

Reach
12,390

Fol.
Link Dom
1

Social
81

@DavidMChris

Слайд 47Search
Goals
Content
Blog
Video
Promotion
Outreach
Media/PR
Influencers
Post
Engage
Social
Tactic: News Jacking
@DavidMChris

Слайд 48@DavidMChris

Слайд 49Avg. Domain Authority = 73
@DavidMChris

Слайд 50

Title: Ozcar
Client: University
Time: 80 Hours
@The_Atom_Ray
News Jacking
Social
2
Pageviews
540
T on P
02:07
Shares
414
Fol.
Link Dom
6
Nofol.
Link

Dom
4

Reach50,824

Results

Social
2

@DavidMChris

Слайд 51Social
Goals
Search
Promotion
Outreach
Content
Blog
Graphics
Research
Post
Grow Audience
Paid ($50)
Engage

Kw. Research
On-Page SEO
Link Building
Engagement
Influencers
Webmasters
Media/PR
Collaborators
Tactic: Definitive Content
@DavidMChris

Слайд 52@DavidMChris

Слайд 53Question 1:

Has it been done already?


Question 2:

Can we do it better?
@DavidMChris

Слайд 54@DavidMChris

Слайд 55Involve others in content generation

Reddit Referrals: 218
@DavidMChris

Слайд 56Outreached to 30 Home Owner Associations
20 contributed or shared the guide
@DavidMChris

Слайд 57Took 1.5 Hours with Mail Merge
Direct Traffic: 1,167
@DavidMChris

Слайд 58@DavidMChris

Слайд 59Lights Installation Page:

+242% YoY pageviews
@DavidMChris

Слайд 60Competing content linked to us!
@DavidMChris

Слайд 61Next we pursue competing contents’ backlinks
Tool: Majestic SEO
@DavidMChris

Слайд 62

Title: Colorado Springs Christmas Lights Guide 2014
Client: Landscaper
Time: 14 Hours
@RachelisCunning
Definitive

Content

Pageviews
8,037

T on P
03:13

Shares
1,545

Fol.
Link Dom
3

Nofol.
Link Dom
4

Reach
63,099

Social
25

Results

Conversions
5

@DavidMChris

Слайд 64Social
Goals
Search
Promotion
Outreach
Content
Blog
Photos
Video
Post
Grow Audience
Engage




On-Page SEO
Friends
Influencers
Beneficiaries
Tactic: Ego Bait
@DavidMChris

Слайд 65@DavidMChris

Слайд 66@DavidMChris

Слайд 67@DavidMChris

Слайд 68@DavidMChris

Слайд 69

Title: Ryan Drake - Drinking Games for One
Client: Digital Conference
Time: 5

Hours

@DavidMChris

Ego Bait

Pageviews
331

T on P
03:37

Shares
73

Reach
24,933

Results

Conversions
6

@DavidMChris

Слайд 70@royceyoung
@DavidMChris

Слайд 71@DavidMChris

Слайд 72@DavidMChris

Слайд 73

Title: Royce Young Video
Client: Digital Conference
Time: 4 Hours
@DavidMChris
Ego Bait
Pageviews
394
T on P
05:03
Shares
2
Results
Fol.


Link Dom
2

@DavidMChris

Слайд 74Social
Goals
Search
Promotion
Outreach
Content
Blog
Photos
Video
Post
Grow Audience
Engage




On-Page SEO
Influencers
Tactic: Syphoning Search
@DavidMChris

Слайд 75@DavidMChris

Слайд 76@DavidMChris

Слайд 77

Client: Digital Conference
Time: 30 minutes
@DavidMChris
Syphoning Search
Pageviews
686
T on P
02:43
Results
Fol.
Link Dom
1
Conversions
1
Social
27
Email
42
@DavidMChris

Слайд 78Goals
Content
Social
Outreach
Search
Blog
Website
Email
Photos
Video
Events


Graphics
Research
Webinars
Usability
CRO
Post
Grow Audience
Reputation Mngt.
Paid
Engage
Curate
Kw. Research
On-Page SEO
Link Building
Technical SEO
SERP Messaging
Engagement






Influencers
Webmasters
Media/PR
Collaborators
Beneficiaries
Friends
Tactic: Events Link

Building

@DavidMChris

Слайд 79

Title: Confluence conference
Client: BigWing Interactive
Timeframe: 2 years
Time: 320 Hours
Events Link Building
Pageviews
21,815
T

on P
02:21

Shares
3,865

Fol.
Link Dom
87

Nofol.
Link Dom
26

Reach
1m+

Social
756

Results

Clients: 3
Tickets: 300 Hires: 2

@DavidMChris

Email
240

@DavidMChris

Слайд 80Website
“Nobody wants to feature my website.”

Слайд 81Website
Event
Blog
Post
Post
Post
Definitive Content
Website Referring Converting Traffic
Link Bait
Ego Bait
Build
Great
Content

Слайд 82
Tactics without strategy is the noise before defeat.”
 - Unknown

Слайд 83 - Foster a Community of Content Creators - Identify SEO Opportunities - Create

Content to Rank - More Eyeballs = More Links - Sell Advertising Against Content

The Community (about.com)

Слайд 84- Immerse in Industry Content - Curate the Space - Blog to Knowledge

Gaps - Create Definitive Content - Engage Thought Leaders - Convert Visitors to Users (7.5 visits before conversion)

The Curator (moz.com)

Слайд 85- Create Controversial Content - Adhere to a Regular Editorial Calendar -

Ego Bait Others (Monday Morning Tweets) - Agro Bait Others (Local Celebs & Politicians) - Build a Social Following - Be Consistent & Create Loyal Readers - Sell Advertising

The Provocateur (thelostogle.com)

Слайд 86- Identify Friends/Influencers - Build Relationships - Create Content of Mutual Benefit - Distribute

Together - Secure Permission Assets (Signups) - Continue the Conversation - Convert Permission to Sales

The Collaborator (hubspot.com)

Слайд 87 - Create Content Others Want - Stand Out in your Space - Grow

Social Following & Encourage Sharing - Establish Authority on a Topic - Reach Other People’s Audiences (Outreach) - Diversify into Other Media (Books/TV)

The Celebrity (thepioneerwoman.com)

Слайд 88David Christopher
Questions?
Snr. Inbound Marketing Manager
BigWing Interactive, Oklahoma City

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