Content Marketing

Workshop: How to Plan,

Optimize, and Analyze Your

EffortsJenny Munn SEO Consultant & Trainer for

In-House Marketers & Small Business Ownerswww.JennyMunn.com

Jenny@JennyMunn.comTwitter @JennyMunn

#WCATL@jennymunn

Goals For this Session Over the 35 MinutesDiagnosing and Measuring:

• What’s working and what’s not?– Is your content being seen?– What keywords are people using?

Tactical Strategies:• What is my market searching for?

– Competitive research– Keyword research

• How do I make my content findable?– On-page optimization

Ongoing Measurement:• How do I track the results?

– Analytics reporting

Aftershockenterprises.com

Who is Jenny?

Copywriter -> SEO Copywriter - > SEO Consultant ->

Today: SEO Integration Training for Marketers & Small Business Owners

What This Session IS (and is not)

YES: Tactical Diagnosis• A diagnostic session: what is/is not

working• Analyzing your current efforts and

taking proven steps (and ideas) for moving forward

NO: Comprehensive Content Marketing Overview• Customer journey, buying cycle, etc.• A deep dive into content marketing

strategy formulation• Information to help you with the

complete sales funnel• Tools or software

Jenny Munn

SEO & Social = Improving the discovery of

CONTENT

• Content marketing does not mean blogging for the fun of it (although it can be fun!). It’s about strategically creating – and promoting -consumable information that drives leads, conversions and ultimately profits

Diagnosing and Measuring

Google Analytics

Analytics will tell us:• Device: Mobile, tablet or desktop• Geographic locations• Total visits• Traffic sources• Bounce rate/time on site• New vs returning• Popular pages• Queries/Keywords

Enter Google AnalyticsAnalytics = How to know, track and report what’s working and what isn’t:

Diagnosing the real issue:• Not getting found?• Not enough traffic? • Being found but NOT for the right words?• Not ranking well?• Ranking but not converting clicks?• Converting clicks but not converting on the site CTA?• Too much business is knocking down your door?

Issue: Converting Clicks but NOT Converting on the Site CTA

• Is your website outdated? Sketchy looking?

• Are you being clear? Or Clever?

• Are you boring people?

• Wrong keywords/mismatched user intent

• CTA is inappropriate• Copy is outdated or

not persuasive

Zemanta.com

Issue: Not Enough TrafficDiversification is Critical:• Social• Guest Blogging• Meet Face to Face• Meeting a real need?• Figure out SEO• Putting yourself out there?• Blog commenting• Forum participation• PPC

Issue: Not Getting Found/Not Getting Found for the RIGHT words?

What content – or lack thereof – are you putting out there?

Issue: Ranking But Not Converting CLICKS

Issue: Not Ranking Well• What content – or lack thereof – are you

putting out there?• Keywords are out of your league• Not choosing/using the right keywords• On-page optimization is weak• Other SEO factors are working against

you• Not enough words/substantial content

Tactical Strategies

Where Do We Go From Here? Putting Together a Plan

• Do you optimize old blog posts? Or create new blog posts?

• Do you go back and optimize old web pages? Or create new web pages?

• What other content formats should you create?

Idea: Competitive ResearchMarket research: Identify the last 20 blog posts you wrote and 3 of your competitors wrote

Idea: Audit Your Content Assets

• On your site• On other sites: SlideShare, YouTube, etc.• What is evergreen vs what is outdated?

Idea: Create Different Forms of Content

• What format is best?– Blog post?– Video?– Infographic– Article– Service/product page?

Idea: Create Blog Content Around Keywords

Tip: Use an Editorial Calendar

Idea: Learn On-Page Optimization/Promotion Best Practices

• How to make it findable– Foundational on-page

optimization– Clarity trumps cleverness –

every time– Template for blog post – Social media copy

• Right away create 2 social media posts

• Writing the content is only HALF the job

– Use images

Ongoing Measurement

Ongoing Analytics Tracking

Before You Leave…

• Take 1 minute and write down…– 3 insights learned about your site– 3 things you need to do as next steps– 3 questions you need to get answered to

progress?

Questions? Stay in Touch!

Jenny Munn

Upcoming Keyword Research Workshop:

3-25-14 | Roam Dunwoody | 9:30-11:30am

Jenny Munn SEO Consultant & Trainer for

In-House Marketers & Small Business Managers

www.JennyMunn.comJenny@JennyMunn.com

Twitter: #WCATL@jennymunn