8 (seinfeld) secrets to content marketing success
TRANSCRIPT
Presented By: David HaarMay 14th, 2015
• The Google Zoo
• What Is Content Marketing?
• Why Content Marketing?
• The Vertical Measures 8-Steps
• Next Steps & Resources
Items We Will Be Covering:
Penguin 2012
The update aimed at decreasing
search engine ranking of websites
that violate Google’s webmaster
guidelines by using now declared
black-hat SEO techniques involved
in increasing artificially the ranking
of a webpage by manipulating the
number of links pointing to a page.
Panda 2011
The change aimed to lower the rank
of low quality sites or thin sites and
return higher quality sites near the
top of search results
Hummingbird 2013
Google said that Hummingbird is
paying more attention to each word
in a query, ensuring that the whole
query, the whole sentence or
conversation meaning is taken into
account.
What Is Content Marketing?
What Is Content Marketing?
What Is Content Marketing?
• Content Marketing is the art of providing relevant, valuable
content to your customers without selling or interrupting
them.
What Is Content Marketing?
• Content Marketing is the art of providing relevant, valuable
content to your customers without selling or interrupting
them.
• Instead of pitching your products or services, you are
delivering information that makes your prospects more
informed before they buy.
What Is Content Marketing?
• Content Marketing is the art of providing relevant, valuable
content to your customers without selling or interrupting
them.
• Instead of pitching your products or services, you are
delivering information that makes your prospects more
informed before they buy.
• If you deliver consistent, ongoing valuable information to
your prospects, they ultimately reward you with their
business and loyalty!
This Is Not A 30-Day ROI…
This Is Not A 30-Day ROI…
But The Long-Term Payoffs Can Be Huge!
Why Content Marketing?
Bill Belew“The Traffic Professor”
Health/Nutrition Niche | B.Belew MBA Program
Entertainment Niche – B.Belew MBA Program
Travel Niche – B.Belew MBA Program
Let’s Not Just Take Bill’s Word…
The Good People At HubSpot
Have Some Great Research!
BOTH B2B & B2C
COMPANIES WITH
101 TO 200 PAGES
GENERATE
2.5xMORE LEADS
THAN THOSE WITH
50 OR FEWER PAGES.**HubSpot: Marketing Benchmarks From 7000+ Businesses
COMPANIES WITH
51 - 100
PAGES GENERATE
48%MORE TRAFFIC
THAN COMPANIES
WITH 1 - 50 PAGES.*
*HubSpot: Marketing Benchmarks From 7000+ Businesses
COMPANIES THAT BLOG
15 OR MORE TIMES
PER MONTH GET
15xMORE TRAFFIC
THAN COMPANIES
THAT DON’T BLOG.*
*HubSpot: Marketing Benchmarks From 7000+ Businesses
COMPANIES SEE A
55%INCREASE IN LEADS
FROM INCREASING
LANDING PAGES FROM
10 – 15.*
*HubSpot: Marketing Benchmarks From 7000+ Businesses
AN AVERAGE COMPANY
WILL SEE A
45%GROTH IN TRAFFIC
WHEN INCREAISNG
TOTAL BLOG ARTICLES
FROM 11 - 20 TO 21 - 50.**HubSpot: Marketing Benchmarks From 7000+ Businesses
COMPANIES THAT
INCREASE BLOGGING
FROM 3X – 5X PER MO. TO
6X – 8X PER MO. ALMOST
DOUBLETHEIR LEADS*
*HubSpot: Marketing Benchmarks From 7000+ Businesses
All of This Leads Us To…
The Vertical Measures
8-Step Process
The Vertical Measures
8-Step Process
Strategy
Development
Strategy Development | Larry David
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Strategy Development | Larry David
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• Think about the big picture and develop a holistic
strategy that includes content marketing.
Strategy Development | Larry David
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• Think about the big picture and develop a holistic
strategy that includes content marketing.
• Consider your benchmarks. What is your website
traffic like? What is your conversion rate? Cost per
lead? Etc.
Strategy Development | Larry David
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GY
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V.
• Think about the big picture and develop a holistic
strategy that includes content marketing.
• Consider your benchmarks. What is your website
traffic like? What is your conversion rate? Cost per
lead? Etc.
• Make sure you identify what success metrics you
will use to define what success looks like to your
business.
Strategy Development | Larry David
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V.
• Think about the big picture and develop a holistic
strategy that includes content marketing.
• Consider your benchmarks. What is your website
traffic like? What is your conversion rate? Cost per
lead? Etc.
• Make sure you identify what success metrics you
will use to define what success looks like to your
business.
• Research your audience.
Think Like A Publisher
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Ideation
Ideation | Cosmo Kramer
IDE
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Ideation | Cosmo Kramer
IDE
AT
ION• Invite both stakeholders and employees to
brainstorm!
Ideation | Cosmo Kramer
IDE
AT
ION• Invite both stakeholders and employees to
brainstorm!
• What questions come up most often in sales calls?
Think of ways to talk about your products or service.
Ideation | Cosmo Kramer
IDE
AT
ION• Invite both stakeholders and employees to
brainstorm!
• What questions come up most often in sales calls?
Think of ways to talk about your products or service.
• What are your competitors doing involving content?
Can you create better content around similar
topics?
Ideation | Cosmo Kramer
IDE
AT
ION• Invite both stakeholders and employees to
brainstorm!
• What questions come up most often in sales calls?
Think of ways to talk about your products or service.
• What are your competitors doing involving content?
Can you create better content around similar
topics?
• What information does your audience need to make
a purchase? Create content around that!
Ideation | Cosmo Kramer
IDE
AT
ION
Ideation | Cosmo Kramer
IDE
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ION
Ideation | Cosmo Kramer
IDE
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Google Keyword Suggest
Relate Searches
Ideation | Cosmo Kramer
IDE
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KeywordTool.io
Ideation | Cosmo Kramer
IDE
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YouTube Related
Create A Content Calendar
IDE
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Content
Creation
Content Creation | Elaine Benes
CO
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Content Creation | Elaine Benes
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• With ideas in hand, content creation can begin!
Content Creation | Elaine Benes
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• With ideas in hand, content creation can begin!
• Depending on the format, content creation can be
low cost.
Content Creation | Elaine Benes
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• With ideas in hand, content creation can begin!
• Depending on the format, content creation can be
low cost.
• Keep in mind that content marketing can be
extremely competitive so only the best will succeed
in the SERPs and with customers.
Content Creation | Elaine Benes
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T C
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• With ideas in hand, content creation can begin!
• Depending on the format, content creation can be
low cost.
• Keep in mind that content marketing can be
extremely competitive so only the best will succeed
in the SERPs and with customers.
• Don’t waste your time and money by creating sub-
par content!
Content Creation | Elaine Benes
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• Blogs
• Comparisons
• Interviews
• Lists
• Resource Pages
• Curation
• Infographics
• Videos
• eBooks
• Landing Pages
• Free Guides
• Product Pages
• Images
• White Papers
• Podcasts
• And much more…
Play Content Marketing Moneyball
CO
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Optimization
Optimization | The Soup Nazi
OP
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Optimization | The Soup Nazi
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• Content must be optimized for certain keywords or
phrases.
Optimization | The Soup Nazi
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• Content must be optimized for certain keywords or
phrases.
• By optimizing for a specific term, you ensure SERPs
associate your content with relevant search queries.
Optimization | The Soup Nazi
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• Content must be optimized for certain keywords or
phrases.
• By optimizing for a specific term, you ensure SERPs
associate your content with relevant search queries.
• You’ll want to start by creating content for your
audience but you should keep the search engines in
mind.
Optimization | The Soup Nazi
OP
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• Links
• Titles
• Title Tags
• Descriptions
• Meta Tags
• H1 Tags
• Page Load Times
• Freshness
• Author Rank
• Length of Content
• And much more…
Content
Promotion
Content Promotion | J. Peterman
CO
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RO
MO
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Content Promotion | J. Peterman
CO
NT
EN
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RO
MO
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• After optimizing, create a promotion schedule. You’ll
want to look at promoting your content on networks
frequented by your customers.
Content Promotion | J. Peterman
CO
NT
EN
T P
RO
MO
.
• After optimizing, create a promotion schedule. You’ll
want to look at promoting your content on networks
frequented by your customers.
• Examples of promotion include: social promotion,
link building, and paid advertising.
Content Promotion | J. Peterman
CO
NT
EN
T P
RO
MO
.
• After optimizing, create a promotion schedule. You’ll
want to look at promoting your content on networks
frequented by your customers.
• Examples of promotion include: social promotion,
link building, and paid advertising.
• When promoting your content, it’s all about
understanding your audience.
Content Promotion | J. Peterman
CO
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T P
RO
MO
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Distribution
Distribution | Jerry Seinfeld
DIS
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Distribution | Jerry Seinfeld
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• Distribution is about reaching users through content
housed offsite rather than directing customers to
view content on your site.
Distribution | Jerry Seinfeld
DIS
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• Distribution is about reaching users through content
housed offsite rather than directing customers to
view content on your site.
• This can be done via content re-purposing.
Distribution | Jerry Seinfeld
DIS
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TIO
N
• Distribution is about reaching users through content
housed offsite rather than directing customers to
view content on your site.
• This can be done via content re-purposing.
• Example: Start w/ a PPT created for a webinar.
You could then add that PPT to SlideShare.
Distribution | Jerry Seinfeld
DIS
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TIO
N
• Distribution is about reaching users through content
housed offsite rather than directing customers to
view content on your site.
• This can be done via content re-purposing.
• Example: Start w/ a PPT created for a webinar.
You could then add that PPT to SlideShare.
• Example: Create a video for your site? Create a
transcript of that video and post that on LinkedIn.
Vertical Measures’ Hub & Spoke Model
Lead
Nurture
Lead Nurture | Hello… Newman
LE
AD
NU
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Lead Nurture | Hello… Newman
LE
AD
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• When someone downloads a piece of content off of
your site, that should tell you some clues about
where they are in the buying cycle.
Lead Nurture | Hello… Newman
LE
AD
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E
• When someone downloads a piece of content off of
your site, that should tell you some clues about
where they are in the buying cycle.
• From there, you will have captured some
information about them and will want to nurture that
lead to continue to consider your product or service.
Lead Nurture | Hello… Newman
LE
AD
NU
RT
UR
E
• When someone downloads a piece of content off of
your site, that should tell you some clues about
where they are in the buying cycle.
• From there, you will have captured some
information about them and will want to nurture that
lead to continue to consider your product or service.
• Don’t discount the importance of the content when
you are following up with them. Put some thought
into it!
Lead Nurture | Hello… Newman
LE
AD
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• 47% of emails are opened on a
mobile device.*
• 80% delete emails that “do not
look good” on a mobile device.*
• Smartphones are the most
common starting place for online
activities. **
*Source: LITMUS – Sept. 2013
**Source: OpenMarketing.com – “The Importance of All 4 Screens”
Measurement
ME
AS
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EM
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TMeasurement | Jackie Childs
ME
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TMeasurement | Jackie Childs
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
• Was your strategy successful?
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
• Was your strategy successful?
• How do your metrics compare with your
benchmarks?
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
• Was your strategy successful?
• How do your metrics compare with your
benchmarks?
• What improvements are most necessary?
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
• Was your strategy successful?
• How do your metrics compare with your
benchmarks?
• What improvements are most necessary?
• What is your ROI?
ME
AS
UR
EM
EN
TMeasurement | Jackie Childs
• Measure against goals and success metrics to
analyze your current strategy.
• Was your strategy successful?
• How do your metrics compare with your
benchmarks?
• What improvements are most necessary?
• What is your ROI?
• What can we change to increase your ROI?
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Next Steps
Next Steps
There are several great resources out there for you to continue
to learn and grow when it comes to your content marketing.
contentmarketinginstitute.com
verticalmeasures.com
convinceandconvert.com
Next Steps
There are several great resources out there for you to continue
to learn and grow when it comes to your content marketing.
contentmarketinginstitute.com
verticalmeasures.com
convinceandconvert.com
Next Steps
If there are people on your team that would like some more
information as well, the site below is a great resource!
Next Steps
If there are people on your team that would like some more
information as well, the site below is a great resource!
howtoconvinceyourboss.com
