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Becoming a T-shaped Marketer
Neil Pursey Webgrowth Academy
Ranks #2 for “online marketing” in Google South Africa
From 0 visitors per month to 130 000 visitors per month - over a 2 year period
Our roots are in Search Engine Optimisation (SEO) but at our core, we
just love analytics
Our background
Clickability X Shareability X Distribution
SEO meets Content meets Social
Does the packaging indicate this product is for me?
Clickability
Is the quality of this product so high that I’ll share it with my friends?
Shareability
How many and what type of audience can I expose this product to?
Distribution
Why do people share?
To compel my friends to take action.
To express my personal values.
To inform others about something important.
To make my friends feel better.
Why don’t people share?I don’t want to risk posting a controversial issue and get into a 100 comment thread on Facebook.
Why don’t people share?I don’t want to risk posting a controversial issue and get into a 100 comment thread on Facebook.
I’m not sure there are correct facts to support it.
Why don’t people share?I don’t want to risk posting a controversial issue and get into a 100 comment thread on Facebook.
I’m not sure there are correct facts to support it.
If it doesn’t speak to me or is not something I’d discuss at dinner.
Why don’t people share?I don’t want to risk posting a controversial issue and get into a 100 comment thread on Facebook.
I’m not sure there are correct facts to support it.
If it doesn’t speak to me or is not something I’d discuss at dinner.
I wasn’t asked to share or donate.
“ We share to our friends’ friends ”
Are you creating content that supports this statement?
Wrapping our content
] The share text
] The image
] The headline
] The excerpt
Leveraging Shareability through website structure
Home
Bathroom Kitchen
Towels Bathmats Laundry
Blog post A Blog post B
Content Pillars
Content Pillars should be drivingorganic traffic.
Good content that is beingshared will drive social authority.
“link juice”
What we {and you} need to track…
Pageviews on content. Which blog posts are driving the most traffic? (Clickability!!)
What keywords have the highest search query impressions (Google Webmaster Tools) ?
How well are blog posts optimised (on-site optimisation) ?
Pageviews on content.
Traffic channels to content.
Which channels are driving the most traffic and to which pieces of content?
Mobile vs Desktop?
Social click thru’s are important (Clickability!!)
Pageviews on content.
Traffic channels to content.
Social sharing on content.
Which content pieces are getting the most social shares? (Shareability!!)
What about using the Skyscraper technique on competitor content?
Pageviews on content.
Traffic channels to content.
Social sharing on content.
On-site visitor behaviour.
Are visitors converting to leads?
- newsletter sign ups
- enquiries
How far are visitors scrolling down the page? (Shareability!!)
Pageviews on content.
Traffic channels to content.
Social sharing on content.
On-site visitor behaviour.
Content that supports objective.
Is your content production complimenting your end goal of the website?
Are you measuring goals, which are aligned to objectives, in Google Analytics?
Build a process
Identify content themes that people are searching for in Google.
Identify content themes that people are searching for in Google.
Do competitor analysis on content themes. Make it better.
Identify content themes that people are searching for in Google.
Do competitor analysis on content themes. Make it better.
Optimise for SEO and Social.
Identify content themes that people are searching for in Google.
Push through Facebook advertising. Boosted posts and remarketing.
Do competitor analysis on content themes. Make it better.
Optimise for SEO and Social.
Rinse and repeat. Donut Marketing.
T-shaped Marketer
Social MediaWeb Analytics Content Paid
AdvertisingSEO
Copywriting
Communication
Campaign Management
Blogging
