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How to Think Like a Content Marketer презентация
Содержание
- 1. How to Think Like a Content Marketer
- 2. Journalism Audience Development SEO Content Marketing
- 3. Vs.
- 4. Question 1: What is the goal of this content?
- 5. Content Social Outreach Search Blog Website Email
- 6. Social Outreach Search Content Traditional Journalist @DavidMChris
- 7. Social Search Outreach Content Traditional PR @DavidMChris
- 8. Outreach Search Social Content Social Media @DavidMChris
- 9. Search Content Social Blogger Outreach @DavidMChris
- 10. Content Social Link Builder Outreach Search @DavidMChris
- 11. Social Outreach Search Content SEO @DavidMChris
- 12. Social Content Content Marketer @DavidMChris Search Outreach
- 13. Flickr: Wesley Eller
- 14. Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience
- 15. Your Audience Potential Customers Desirable Audience Irrelevant
- 16. Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience Ignore these
- 17. Digital Marketing Channels
- 18. Paid: SEO increased quality score. Lower CPC
- 19. Average Conversion Source * Sample: 25
- 22. Outreach Social Goals Promotion Search Content Website Events Link Building Tactic: Events Link Building @DavidMChris
- 23. @DavidMChris
- 24. 17 Links Built 18 Minutes per Link @DavidMChris
- 25. Timeframe: 2 Months Client: Local
- 26. Social Search Goals Content Website Promotion Outreach Media/PR Tactic: Reporter Outreach @DavidMChris
- 27. @DavidMChris
- 28. Create a profile page for your ‘authority’ source Photo Experience Expertise Publications @DavidMChris
- 29. Pre-empt HARO requests with quotable blogs @DavidMChris
- 30. Ideal Outreach Email @DavidMChris
- 31. @DavidMChris
- 32. @DavidMChris
- 33. Timeframe: 1 Year Client: Vet
- 34. Engagement Click Through Rate (CTR) Dwell Time / Bounce Rate @davidmchris
- 35. Content Social Search Goals Tactic: Monitoring Mentions Promotion Outreach Media/PR Webmasters @DavidMChris
- 36. @DavidMChris
- 37. Naming Rights So we built landing pages @DavidMChris
- 38. Social Search Goals Promotion Outreach Media/PR Webmasters Content Website Tactic: Link Bait @DavidMChris
- 39. @DavidMChris
- 40. @DavidMChris
- 41. Title: Wayman Tisdale & Thunder
- 42. Search Social Goals Promotion Outreach Content Blog
- 43. @DavidMChris
- 44. 10/25 Influencers shared URL 1 Linked
- 45. @DavidMChris
- 46. Title: 25 Men Every Man
- 47. Search Goals Content Blog Video Promotion Outreach
- 48. @DavidMChris
- 49. Avg. Domain Authority = 73 @DavidMChris
- 50. Title: Ozcar Client: University Time:
- 51. Social Goals Search Promotion Outreach Content Blog
- 52. @DavidMChris
- 53. Question 1: Has it been done
- 54. @DavidMChris
- 55. Involve others in content generation Reddit Referrals: 218 @DavidMChris
- 56. Outreached to 30 Home Owner Associations 20 contributed or shared the guide @DavidMChris
- 57. Took 1.5 Hours with Mail Merge Direct Traffic: 1,167 @DavidMChris
- 58. @DavidMChris
- 59. Lights Installation Page: +242% YoY pageviews @DavidMChris
- 60. Competing content linked to us! @DavidMChris
- 61. Next we pursue competing contents’ backlinks Tool: Majestic SEO @DavidMChris
- 62. Title: Colorado Springs Christmas Lights
- 64. Social Goals Search Promotion Outreach Content Blog
- 65. @DavidMChris
- 66. @DavidMChris
- 67. @DavidMChris
- 68. @DavidMChris
- 69. Title: Ryan Drake - Drinking
- 70. @royceyoung @DavidMChris
- 71. @DavidMChris
- 72. @DavidMChris
- 73. Title: Royce Young Video Client:
- 74. Social Goals Search Promotion Outreach Content Blog
- 75. @DavidMChris
- 76. @DavidMChris
- 77. Client: Digital Conference Time: 30
- 78. Goals Content Social Outreach Search Blog Website
- 79. Title: Confluence conference Client: BigWing
- 80. Website “Nobody wants to feature my website.”
- 81. Website Event Blog Post Post Post Definitive
- 82. Tactics without strategy is the noise before defeat.” - Unknown
- 83. - Foster a Community of Content
- 84. - Immerse in Industry Content - Curate
- 85. - Create Controversial Content - Adhere to
- 86. - Identify Friends/Influencers - Build Relationships -
- 87. - Create Content Others Want -
- 88. David Christopher Questions? Snr. Inbound Marketing Manager BigWing Interactive, Oklahoma City
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 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 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 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 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 28Create a profile page for your ‘authority’ source
Photo
Experience
Expertise
Publications
@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 35Content
Social
Search
Goals
Tactic: Monitoring Mentions
Promotion
Outreach
Media/PR
Webmasters
@DavidMChris
Слайд 38Social
Search
Goals
Promotion
Outreach
Media/PR
Webmasters
Content
Website
Tactic: Link Bait
@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
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 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 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
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 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 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 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 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
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 81Website
Event
Blog
Post
Post
Post
Definitive Content
Website Referring Converting Traffic
Link Bait
Ego Bait
Build
Great
Content
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)
