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ROI FOR
May 1, 2023
WHY CONTENT MARKETING MATTERS
RESPONSIBLE FOR:
ALLYSON DILSWORTH
HELLO!
CONTENT MARKETING STRATEGISTGOOGLE ANALYTICS CERTIFIED
• Iced Coffee• Donuts• Traveling• Brand
Marketing
I’M A BIG FAN OF:
What is Content Marketing?Why do Businesses Need Content Marketing?SEO Overview Content Marketing and SEOCreating a Content Marketing Strategy
AGENDA
WHAT IS CONTENT MARKETING?
WHAT IS CONTENT MARKETING?
Back in the day, salespeople and store employees were the experts
Today, buyers are the experts and the ones that are searching for certain products or services
GIMME GIMME MORE Businesses like
marketing programs that provide immediate gratification
Content Marketing is often used when businesses realize those programs are:Ineffective Too expensiveNot scalableAll of the above
FOR EXAMPLE: PAY PER CLICK (PPC) PPC: advertisers bid on certain
keywords and pay a certain amount when the ad is clicked
PPC is like a faucet: When you turn the faucet on, water (leads/traffic) will keep coming in so long as you’re spending the money
If you turn the faucet off, or stop running your PPC campaigns, the traffic and leads will stop
SO WHY CONTENT MARKETING? Content Marketing sets
businesses up for predictable, scalable, and cost-effective traffic that doesn’t rely on securing budget each month
Content Marketing is a long-term investment, but companies can reap the rewards for years to come
Trick of the Trade: businesses usually do a mix of content marketing plus paid avenues for the best results
DIGITAL MARKETING SUCCESS 6 Point Blueprint to Digital
Marketing Success
Know your audience
Without content YOU DO NOT EXIST
Search is still No. 1
Measure for the future, not the past
There is no easy button
YOU
WHAT IS SEO? Search Engine
Optimization (SEO) is the process of improving your website so it attracts more visitors from search engines
Search engines need to provide the most relevant, useful, and trustworthy answers to searchers
WHO’S #1? Who ranks first for a
query on Google? The webpage that Google believes is the exact result the person was searching for with that particular query
How does Google determine that?Google reads every element of the page (including its analytics) to make sure its entirely relevant and popular, appears to be custom, and was produced naturally
HOW DO I GET TO #1? Use of Keywords (On-Page
SEO)Keywords are words or phrases on a specific topic searchers are trying to learn more about
Inbound Recommendations:Categorize keywords by stages of the buyer’s journeyExpand keyword list by searching for alternativesDetermine which keywords people are already using to find your siteDecide which keywords you have the best opportunity to rank for
USE OF KEYWORDS: TITLE TAGS Title tags are THE
MOST valuable area in terms of keywords
They are what users refer to the most
These are the most important keywords according to Google’s crawlers
USE OF KEYWORDS: META DESCRIPTIONS Google’s crawlers DO
NOT consider keywords in meta descriptions
Meta descriptions function as ad copy, and they should have keywords in them too!
They improve click through rate (CTR)
USE OF KEYWORDS: HEADINGS (H1, H2) Google uses headings
to understand the structure of the page
Your title is automatically made the H1 tag
H2 tags should function as section headings
USE OF KEYWORDS: CONTENT
Create content surrounding keywords then optimize!
THE POINT
-Aaron Wall of SEOBook
What’s the most important part of the first quote?
If we align the keywords in our title tags, headings, internal and external links exactly, then Google will pick up on that… and penalize us
http://design.brafton.com/eleo/
SEMANTIC KEYWORDS
Google looks for MEANING (or intent), NOT WORDS
Synonyms of keywords account for 70% of searches
http://design.brafton.com/eleo/
SEMANTIC KEYWORDS: AN EXAMPLE
If you’re trying to rank for the term BATMAN, how would you use a semantic keyword strategy?
http://design.brafton.com/eleo/
SEMANTIC KEYWORDS: AN EXAMPLE
Related Words:SupermanLego
Related Topics:JokerArkham City
http://design.brafton.com/eleo/
HOW DO I GET TO #1? Off-Page SEO (Link
Building)
Search engines follow links between pages to see how they’re related to each other
Links coming into your website are called inbound links
Search engines view inbound links as a vote of confidence
Not all links are created equal!
HOW DO I CREATE A STRATEGY?!
STEP 1: WHO IS YOUR AUDIENCE? Research:
Ask current customers or clients different questions that touch upon their demographics, goals and challenges
STEP 2: GOAL SETTING Define the goals you’d
like to reach within the next 3, 6, or 12 months
Ask yourself if these goals are attainable. If not, create smaller goals over time to help you achieve the larger goals
SELECTING PRODUCTS: BLOG POSTS "I like to think of blogging as
fishing. The more hooks you have in the water, the more likely you are to catch a fish..."
What goals can publishing consistent blog posts achieve?Increase organic traffic Thought leadership
Tips and Tricks:Do not fear keywords! Create a content calendar
SELECTING PRODUCTS: WHITE PAPERS "Your reader doesn't care
about your product, he cares about what your product can do for him."
What goals can a white paper help achieve?Thought leadershipLead generation
How can a white paper be used?Behind a download wallPromoted via an email campaignPromoted via social media
SELECTING PRODUCTS: EBOOKS "eBooks can give
brands/business an opportunity to deeply connect with their target audience."
What goals can an eBook help achieve?Thought leadershipLead generation
How can an eBook be used?Behind a download wallPromoted via an email campaignPromoted via social media
SELECTING PRODUCTS: CASE STUDIES Problem Solution Results
What goals can a case study help achieve?Thought leadershipShowcase expertiseIncrease sales
Tips and Tricks:Don’t put behind a download wall! Think of it as bragging rights, you want everyone to know how great you are.
SELECTING PRODUCTS: SOCIAL MEDIA “If Content is King, than
Social Media is his Queen.”
What goals can social media help achieve?Increase brand awarenessIncrease trafficPromotion of blog content
SELECTING PRODUCTS: SOCIAL ADS “It’s a pay to play
environment.”
What goals can social advertisements help achieve? Promote downloadable assets (conversions)Clicks back to the websiteIncrease followers
Tips and Tricks:Segment out all traffic from the ads and look at Behavior Flow in analyticsContinue to analyze target audience and optimize as necessary
SELECTING PRODUCTS: GRAPHICS “Visualization of ideas with
data to convey complex information to an audience in a manner that can be quickly consumed and easily understood”
How can graphics be used?Website (featured images, CTAs)Promoted via social media
SELECTING PRODUCTS: VIDEO “Most people retain 95% of the
message in a video compared to only 10% of what they read in text”
What goals can videos help achieve?Thought leadership (corporate promos)Increase sales and instill trust (client testimonials)Increase audience’s understanding (website demos, product demos, animations)
watch video
TYING IT ALL TOGETHER Rule of 5: Use one piece of
content in at least 5 distinct ways
Downloadable assetInfographicBlog series to promote assetSocial promotion campaign
Review the analytics to make sure your assets are working to help you reach your goals! If not, optimize to what is working.
Industry: Online meditation
Goals:Increase social engagement and followingIncrease “Free Gift” downloads
Strategy Deliverables:Blog ContentSocial Strategy (posts): Facebook and TwitterSocial Images
STRATEGY EXAMPLE
Industry: Cloud computing, data management, security provider
Goals:Increase website trafficImprove website engagement metrics
Strategy Deliverables:Blog ContentQuarterly Graphic3 Designed Inline Images
STRATEGY EXAMPLE
Industry: Presentation skills training for B2Bs in the high tech/life science field
Goals:Increase leads from websiteIncrease website traffic
Strategy Deliverables:Blog ContentSocial Strategy (posts + ads): Facebook, Twitter, LinkedInQuarterly eBook and Graphic
STRATEGY EXAMPLE
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ALLYSON DILSWORTH
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CONTENT MARKETING STRATEGIST• Google Analytics Certified
