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#CMF16 @leeodden

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AboutLeeOdden&TopRankMarkeFngmarkeFngblog.comtoprankmarkeFng.com

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I’mAlsoAddictedtoTakingMarketerSelfies

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ButMostImportantofAll…

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ThePowerofStories

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MynameisBorneobutyoucancall

me,BLUMEO!

Hi,I’mClariceandIloveadventures!

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Context

Relevance

Personalize

InspireLessonsLearned!

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IsThisDifferentThanContentMarkeFng?

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BecauseContentisKing,Right?

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ContentistheKingdom!

InsightsInformTopics

CreateanEditorialCalendar

CreateContent:Text,Visual,Audio

OpFmizeContentforSearch

PromoteContentThroughSocial

PayforTraffic:Search,Social,SyndicaFon

MonitorWebAnalyFcsReportPerformance

ResearchCustomers&DevelopPersonas

PredicFveAnalyFcs

MaptoBuyingCycle

Curate,Co-Create

Personalize&Integrate

ContentPROutreach

AcFvateInfluencers

MarkeFngAutomaFonNurturesOpFmizeCRO–ROI

#CMF16 @leeodden

contentmarkeFnginsFtutecontentmarkeFngcontentmarkeFnginsFtutecontentmarkeFngworldcontentmarkeFngstrategycontentmarkeFngexamplescontentmarkeFngdefiniFoncontentmarkeFngagencycontentmarkeFngjobscontentmarkeFngconferencecontentmarkeFngtoolscontentmarkeFngworldcontentmarkeFngstrategycontentmarkeFngexamplescontentmarkeFngdefiniFoncontentmarkeFngagencycontentmarkeFngjobscontentmarkeFngconferencecontentmarkeFngtools

contentmarkeFngplancontentmarkeFngagencycontentmarkeFngawardscontentmarkeFngassociaFoncontentmarkeFnganalyFcscontentmarkeFngandseocontentmarkeFngsocialmediacontentmarkeFngarFclescontentmarkeFngautomaFoncontentmarkeFngacademycontentmarkeFngauditcontentmarkeFngblogscontentmarkeFngbestpracFcescontentmarkeFngbookscontentmarkeFngblueprintcontentmarkeFngb2bcontentmarkeFngbudgetcontentmarkeFngbasicscontentmarkeFngbenefits

contentmarkeFngbrandscontentmarkeFngconferencecontentmarkeFngcompaniescontentmarkeFngconferencescontentmarkeFngcalendarcontentmarkeFngtemplatecontentmarkeFngcerFficaFoncontentmarkeFngcasestudiescontentmarkeFngcampaigncontentmarkeFngconsultantcontentmarkeFngchannelscontentmarkeFngdefiniFoncontentmarkeFngdefinedcontentmarkeFngdirectorcontentmarkeFngdegreecontentmarkeFngdistribuFoncontentmarkeFngjobdescripFoncontentmarkeFngdatacontentmarkeFngdicFonary

ContentDemandsCanBeOverwhelming!

Photo:Shu/erstock

Weneedanew,originalblogpost

everyday.Canyougetonthat?

Canyoucreate2newebooks,12socialmessageseachandaninfographic?

Bytomorrow?

Weneedanewcontentplanwithpersonasfor6customersegmentseachbrokenoutbya4stagebuyingcycle.

Oh,andcouldyoudothatforeachEMEA,NAandAPAC?

Image:Shu/erstock

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HowDoYouStayFreshWithContentIdeas?

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Facts Tell,

Stories Sell

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Customers!

StoriesAboutWhat?

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AFrameworktoMakeContentStoriesWork

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BetheBestAnswerBrand Narrative Customer Focus

USP

USP

USP USP

USP

USP SEO/SEM

Social Networks

Content Marketing Industry Media & News

Advertising Create Signals of Credibility Wherever Your Customers Are

Influencers

Photo:Shu/erstock

#CMF16 @leeodden

CustomerEmpathy=MostPowerfulInsight

Photos:Shu/erstock

Discover

$$$

Act

Consume

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ContentAccountabilityFormula

SearchKeywordsSocialTopicsAdverFsingPublicaFonsEventsWordofMouth

Text,Images,Audio,VideoMobile,Tablet,ComputerFormal,Funny,Long,Short

SocialShareEngageSubscribeRegisterInquireBuy

Attract Engage Convert

#CMF16 @leeodden

CustomerPersona

BuyingCycle Keywords SocialTopics ContentType

Awareness broad trends blog,webinar,social

Interest category invesFgaFve video,whitepaper

Considera0on comparison demos featurecomparison,reviews,casestudy

Purchase transacFonal referrals buyerguide

Reten0on Fps bestpracFces FAQ,howto,support

Advocacy supporFng parFcipaFon buyercommunity

Buyer–“Stan”•  PainPoints•  Goals•  Interests•  TriggerstoBuy

BalanceTopicDemand/RelevancewithBuyerStagetoInformContentTopics

BuyerInsights>Keyword&TopicResearch>ContentCrea0on&Op0miza0on

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5 Crea0veSources

forMoreCustomerCentricContentStories

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1.CustomerJourneyQuesFonsWhatis?HowdoI?WherecanI?

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BuyingCycleQuesFons=GoldmineofTopics

Whatisit?

Howdoesitwork? Howdoesitcompare?

HowdoIstart?

Awareness

Interest ConsideraFon

AcFon

760,500“whatis”

200,000“howto”140,000“compareor

compared”

38,000“howtostart”

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#CMF16 @leeodden

Awareness–ConsideraFon-AcFon

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WhatQuesFonsCanYouAnswer?

BuyingStage Ques0onstoAnswer ContentTypes

Awareness Whatisit? Media,Blog,Social

Interest Howdoesitsolve? Newsle/er,Demo

Considera0on Whichisthebest? Reviews,CaseStudy

Purchase WheredoIbuy? WebsiteBuyerPersona•  PainPoints•  Goals•  Interests•  TriggerstoBuy

#CMF16 @leeodden

2.BetheBestAnswerwithTopicClustersBespecificandgodeep!

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DeepTopicsforSEO&ContentHubs

Usedwithpermission.©SearchmetricsAllRightsReserved.

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Usedwithpermission.©SearchmetricsAllRightsReserved.

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Usedwithpermission.©SearchmetricsAllRightsReserved.

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ExampleDeepTopicContent

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30ArFcles:1,200WordsEachCentralIndex

StructuredFormatPosts:Pros,Cons,Examples

BestPracFces

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ToolsForBuyerQuesFonInsight

answerthepublic.com

storybase.com

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WhatCouldYourHub&SpokeTopicsBe?

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3.UseDatatoInformTopicsDataSources:SEO,Social,WebAnalyFcs,InquiryForms,Surveys,3rdPartyData

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OpportuniFestoLeverageDataforContent

Where’sthedata?

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ContentAnalyFcs

NewsCred

Curata

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KeywordDemandData

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WebAnalyFcs&CompeFtorData

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InsightsfromInteracFons

GetInsightsFromConversa0ons:ü  Salesü  CustomerServiceü  ProductMarkeFngMangersü  Customersü  Prospectsü  IndustryMedia&Influencers

GetInsightsFromContactForms

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FirsthandData:TrelleborgMarineSystems

CAMPAIGN•  Workshops:Informed

buyerprofilesbysegment•  Mappedbuyerjourneys•  MessageFmelinesperprofile•  3contentassetstoengagebuyers

atdifferentstages

RESULTS54%Increase,emailconversionrate27%Increaseinsalesordervalue43%Moreleadsgenerated

Source:RaganContentMarkeFngAwards.Agency:SteinIAS

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4.WhatCouldGoWrong?What’stheworstcase

scenarioiftheydon’tbuy?

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Mayhem–AllstateInsurance

h/ps://goo.gl/rLpYXp

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5.Lookatthe(Social)Media

152,446,026Views

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Kohl’s

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FacebookToo

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MediaMarkeFngSalesOutcomes

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Social&MediaMonitoringTools

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TrendTools

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GreatContentIsn’tGreatUnlessPeopleCanFindIt!

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Content Planning Audits Program

Implementation Attraction & Promotion

Performance Optimization

TopRankMarketing.com

Customer Segments Inform Personas

Map Topics/Keywords to Buying Cycle

Influencer Research & Mapping

Optimized Content Plan (New): Site, Blog, Social Profiles & Networks

Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)

Content Amplification

Social Profile Alignment: Messaging, Keywords

Social Media Influencer Outreach

Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr

Blog Optimization: Search, Social Shares

Social Network Engagement

Social Channel Promotions

SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results

Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation

Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links

Keyword Audit, Difficulty & Glossary

Content & Digital Assets Audit

Tech SEO Audit

External Link Audit

Social Media Audit

Competitive Audit

Internal and External Influencer Advocates

Keyword Mapping to Content

Content Creation, Influencer Co-Creation, Curation, Repurposing

Content Optimization

WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links

External Link Signal: Acquisition, Reclamation, Disavowal

Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs

Identify Program Objectives

Research Market, Competition, Current Situation

Develop Integrated Marketing Strategy

Define Target Audience Segments

Research Audience Goals, Pain, Triggers

Research Topics, Keywords, Messaging Themes

Research & Strategy

h/p://tprk.us/opFmizedwf

#CMF16 @leeodden

Takeaways

Context

Relevance

Personalize

Inspire

Considerthesitua0onfromyourcustomer’spointofview.Empathywithcustomersisyourmostpowerfultool.

Customersdon’tcareaboutyourbrand,productsorservices.Theycareaboutsolvingtheirownproblems–usedatainsight!

Createmeaningfulcontentexperiencesspecifictoyourcustomers:segments>personas>stage/situa0on.

Contentshouldinform,entertainandcreatean0cipa0onforwhat’snext–allwhileleadingbuyersthroughthesalescycle.

#CMF16 @leeodden

ThankYou-Merci-Dankje

LeeOdden-@leeoddenlee@toprankmarkeFng.comTopRankMarkeFng.comTopRankBlog.com