Bootstrapping Your Content Marketing

StartUP@BlagoevgradMarch 30, 2013

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Meet Geralyn from LA

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She just launched Sammy&Claire.com

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Geralyn has...A yet unknown brand

Beautiful website design

An awesome product

Great customer service

A short cash runway

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She only needs...Social media presence

Blog

Organic traffic

Search rankings

Customers

Cash flow

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Traditional marketing is

out.

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Can I bootstrap this baby?

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Traditional marketing talks at people.Content marketing talks with them.

- Doug Kessler

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Isn’t this Social Media Marketing?

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And what about SEO?

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SEO has changed

2012 2013

Duplicate & low quality content

Manipulativelink-building

Earned endorsement to quality content

Process Outcome

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Courtesy of Scribe’s The Business Case for Agile Content Marketing

SEO Analyst

Content creator Outreach coordinator

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This is a huge amount of work...

Is it worth it?

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0

ROI

PPC

(manipulative)

SEO

CM

The long game

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Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses

Content MarketingTipping Points

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400+

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10+

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50+

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500+

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200+

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The Strategy

Brandededitorial content

Editorial endorsements

Money page

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What to measureStage KPIs

Reach Social audience growthSearch impressions

EngagementSocial shares on contentEarned links to content

Organic search visitsSocial media referral visits

Conversion Conversions by channelReturn on Investment (ROI)

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Plan

Produce

PublishPromote

Prove

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[Planning]

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GA organic keywords

Tool used: Google Analytics (GA)

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Finding keyword traction

Tool used: Google Webmaster Tools (GWT)

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Drilling deeper into search demand

Tool used: Google AdWords keyword tool & Google Trends

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Anything getting social shares?

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[Production]

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Think like a publisher

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Define customer personas

What are their problems?

What keeps them up at night?

What are their goals?

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You’re not an artist, Peggy.You solve problems.

Leave some tools in your toolbox.

- Don Draper, Mad Men

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Content checklist• Who are we writing for (customer persona)?

• Does it provide a resource, evoke emotion or entertain?

• What keyword(s) are we targeting?

• What conversion page are we linking to?

• Does it have a great image?

• Is it original, or improve existing content on this subject?

• Is it shareable?

• Is it timely?

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Repurposing content

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Repurposing on Pinterest

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Repurposing via email marketing

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“ Within search results, information tied to verified online profiles will be ranked higher than content without such

verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining

anonymous, then, might be irrelevance.

- Eric Schmidt, Google Chairman

More on Authorship from SearchEngineLand

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[Promote]

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Need to have

Nice to have40

Core activities

Converse

@RT

#DM

ShareFollow

Growaudience

Gaininfluence

Buildrelationships

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Finding influencers

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Curate content

Hand-picked content -- shared with editorial flare -- naturally attracts quality followers/fans.

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Listen...

& talk it up

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Guest blog outreach

ID target customer

...1

Reach out to those sites

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ID common influencers

2 ...

Find sites influencers are

sharing

3 ...

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[Prove]

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Defining ROI

Incremental revenue increase

Lifetime value (LTV) creation

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Measuring LTV using cohort analysis

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Cohorts profitability over time

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Build

MeasureLearn

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Twitter : @parischildressLinkedIn: bg.linkedin.com/in/parischildress/

Google+: Skype: pchil9Email: paris@hop-online.com

Thanks for making it this far

StartUP@BlagoevgradMarch 30, 2013

Ques%ons?

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