mediawhiz pov: content marketing like a pro
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www.MediaWhiz.com @MediaWhizInc
Daryl ColwellVice President, MediaWhiz
Content Marketing Like a Pro
Tactics and Techniques to Improve Search Engine Visibility
About Me
2012
www.MediaWhiz.com @MediaWhizInc
• Oversee business development at MediaWhiz
• 12 years’ experience in online marketing
About My Company — MediaWhiz• Integrated digital media &
performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Display, Search,
Social, Data & Email• Top-25 Digital Agency, Ad Age,
2012
What Is Content Marketing?
Content Marketing:•Establishes authority and provides useful information•Should be useful even to someone not interested in buying your product or service•Not disguised as independent editorial•Does not have to run in an editorial environment, like a third-party magazine•Provides value to the consumer.•Is honest and without hyperbole
www.MediaWhiz.com @MediaWhizInc
Content Marketing — The BasicsBasic Rules1.Lead Generation: Your content should generate leads for your business.
– Don’t create content just to have content. – Caveat: Don’t create content that is purely sales-driven.
2.Context: Your content needs to be placed in the right venues for the right audiences.
3.Have a Strategy: One-off efforts won’t cut it. Use an editorial calendar to plan content each quarter.
4.Timing: Plan publication of content around customer buying cycle.
5.Factor in Cost: Content marketing is expensive. It’s a long-term investment; not a short-term solution.
6.Make it Creative: Your content needs to bring something new to the consumer. Otherwise, it’s a waste of time and money.
www.MediaWhiz.com @MediaWhizInc
Why Content Marketing Is Important
It’s simple:
It’s the future of marketing.
Seriously.
www.MediaWhiz.com @MediaWhizInc
Why Content Marketing Is Important
It’s also how you should be generating new
business.
www.MediaWhiz.com @MediaWhizInc
Why Content Marketing Is Important
You can write for “idea-spreaders” or buyers.
Write for your buyers.
www.MediaWhiz.com @MediaWhizInc
Great Content Marketing
Why It’s Great:•Fits the brand•Builds strong brand affinity•Generates new customers via subscriptions
www.MediaWhiz.com @MediaWhizInc
Avoid These Mistakes
Being Overly Promotional Taking It to the Extreme
Takeaways•Don't make tone obviously promotional•Visualize the info •Ensure imagery and graphics fit the content
Takeaways•Back an argument with convincing numbers •Use proportionate sentiment •Inform the consumer; don’t insult or offend them
www.MediaWhiz.com @MediaWhizInc
Avoid These Mistakes
Bland Content Misguided Content
Takeaways•Make your message interesting and distinctive•Don't just directly turn figures into stats •Use imagination and wit
Takeaways•Content needs to fit your brand and that of third-party publisher•Tone and context are important
www.MediaWhiz.com @MediaWhizInc
Content Marketing & SEO
Benefits to SEO•Attracts authority signals (links, social shares) — improves SEO performance•Positions brand as authority on relevant topics•Increases conversion rates
– Educates users on topics that are difficult to understand
www.MediaWhiz.com @MediaWhizInc
Content Marketing & SEOHow Content Marketing Can Hurt SEO•Don’t create content for “SEO”
– Write for humans
– Content with purpose of satisfying search engines has short-lived benefits
•Spam
– Don’t syndicate content to article distribution networks or off-topic properties
•Inconsistency/falsity
– Fact check and ensure consistency with brand messaging
– Consumers’ trust compromised by off-message or false content
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
Step 1: Define the target audience•Perform research on consumers’ buying patterns •Understand what is compelling and how your product / service benefits them
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
Step 2: Write about topics your audience cares about•Use keyword suggestion tools (i.e., Google Adwords Keyword Tool) to understand consumers’ searches
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
• Review Q&A sites (i.e., Yahoo Answers, Answers.com) to see what people are asking about
• Stay on topic — don’t write about anything irrelevant to the brand
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
Step 3: Offer incentives for readers to share content•Focus on the “why”, not the “what”
– How will your content help your customers?
•Facilitate sharing
– Include sharing buttons (Facebook Like, Twitter Tweet, Google +1, etc) in visible locations
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
Step 4: Leverage influential and authoritative authors•Identify authors relevant to a topic
– Search relevant topics in Google+, Twitter, Facebook (via Graph Search) and search engines
•Invite influential authors to guest post
www.MediaWhiz.com @MediaWhizInc
Improving SEO with Content Marketing
Step 5: Develop your backend SEO setup•Ensure proper tagging and mark-up of content
– Use rel=author tags in the byline to credit the author of the content and leverage their authority
www.MediaWhiz.com @MediaWhizInc
Content Marketing & Lead Generation
Your content should generate leads•Content should help generate leads or incremental business•Proper tracking is essential
MediaWhiz as an example•Create content for brand-building and lead-gen purposes with marketers and advertisers•Seed content across internal and external publications
www.MediaWhiz.com @MediaWhizInc
Content Marketing & Lead Generation
“If you’re not putting some
kind of hook to future business into your efforts,
you’re not content marketing.”
– Chris Brogan, Jan. 22, 2013
Source: http://www.chrisbrogan.com/contentmarketing201/
www.MediaWhiz.com @MediaWhizInc
How to Generate Leads with Content
Rule #1: Make your buyer the hero
Produce content that informs
your customers and improves
their business
www.MediaWhiz.com @MediaWhizInc
How to Generate Leads with Content
Rule #2: Never waste content without offering an “Ask” of some kind
“Ask” is more than a “call to action” or intent.
It’s a request for a specific action.• Mix of soft and hard sell• Ask should be reasonable and related to
the content• Examples of an “Ask”:
• Newsletter / blog subscriptions• Free appraisals / audits• White paper download
www.MediaWhiz.com @MediaWhizInc
How to Generate Leads with Content
Rule #3: Make it simple for people to give you their info
Place call-to-action copy strategically throughout content
www.MediaWhiz.com @MediaWhizInc
How to Generate Leads with Content
Rule #4: Make it simple for sales team to interact with leads
Customize form field page to generate contact info you need for follow-up call / email
www.MediaWhiz.com @MediaWhizInc
Lead Gen Best Practices
Prep your sales team• Prep your sales team for influx of new leads
– Some will be qualified leads; others not– Schedule brief training session with sales team to review
new content – Get feedback from sales team about questions they
hear from customers• Use feedback to develop new content and generate
additional leads
www.MediaWhiz.com @MediaWhizInc
Lead Gen Best Practices
Early outreach = lead-gen success• Odds of reaching lead decrease by >10 times in first hour• Odds of qualifying lead in 5 minutes vs. 30 minutes drop
21 times– from 5 to 10 minutes the dial to qualify odds decrease 4
times• Best time to call a lead: 4-6 p.m. Wednesday & Thursday
www.MediaWhiz.com @MediaWhizInc
The Content Marketing Top-10
1. Know your audience: Write for a specific reader or customer. Know what they want and how/where they consume information.
2. Include images: Images will “pop” when content is shared.
3. Commit: Not a one-night stand. Establish an editorial calendar and publish often. Give customers a reason to keep reading.
4. Engage the right buyers with the right content: Write content for all levels of the sales funnel.
5. Repurpose content: Turn blog posts into white papers; white papers into infographics, etc.
www.MediaWhiz.com @MediaWhizInc
The Content Marketing Top-10
6. Create series: If you have 10 steps, share 5 now and 5 in next post.
7. Measure ROI and leads: Track KPIs (visits, conversions, links, social shares) generated to understand what content performs best
8. Track trends: Relate your content to emerging industry trends. Write content that answers customers’ questions about those trends.
9. Be timely: Publish content when your customers are most active.
10. Reference industry influencers: Enable others to generate awareness and leads on your behalf
www.MediaWhiz.com @MediaWhizInc
QUESTIONS?
Daryl ColwellVice PresidentMediaWhizP: 646-442-5513E: dcolwell@mediawhiz.com Tw: @DHColwell
Find out more at www.MediaWhiz.com Call us toll-free at 888.866.9449Follow us on Twitter: @MediaWhizIncBecome a fan at facebook.com/MediaWhizHoldingsLLC
Stay Connected
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…………........……. THANK YOU.
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