how to build a content marketing strategy that works

Intro to Content Marketing

Dale Bertrand, PresidentChimaera Labs

About Me

- Started my career working as an Electrical Engineer

- Founded a marketing company for wedding vendors (working evenings)

- Transitioned to full-time digital marketing consulting

- Founded my current agency Chimaera Labs

About Chimaera Labs

• 6 people, based in Kendall Square

• Search Marketing– SEO, AdWords Management, PPC

• Content Marketing– Content Strategy, Development, and Promotion

• Forensic SEO– SEO Audits, Link Audits, Content Audits

Outline

1. Content Marketing Research

2. Content Strategies

3. Content Development

4. Content Promotion

5

Marcus SheridanPool guy turnedcontent marketing

guru

Why is Content Marketing Important?

Meet Emily:A Mother Searching for the Perfect

Preschool

Content Marketing Research

Interview Your Customers

Find Potential Customers in the Wild

Where to look:

• Niche Blogs• Forums• Social Media• Competitors websites

Keyword ResearchMake educated guesses about the intent behind the keywords people use to find your product or service.

Talk to Your Sales Team

Customer AnalysisMine existing customer data for information about them.

Content Strategies

14

Having a blog does NOT mean you’re blogging.

– Build relationships

– Write engaging content

– Aggressively promote your blog

Blog For Real

15

• Cheap, High-quality content

• Borrow the expert’s credibility

• Experts can help with promotion

Interview Awesome People

16

Why is downloadable content important?:

• Acquire valuable email addresses

– Lead nurturing and drip campaigns

• Demonstrate expertise

• Build brand awareness

Downloadable Content

17

How to Create Great Content:

Generate Topic

Develop Outline Hiring Research/

Writing Publish Track

Downloadable Content

Webinars

19

It’s all about the longform.

Host a Webinar Series

20

Choose Topic

Guest Speakers?

SchedulingPromotion, Awareness

Execution,Feedback

Host A Webinar Series

Google Analytics

Content Development

Market Segmentation• Grouping customers with common needs

and characteristics

• Marketing directly to each segment

• Speak directly to customers’ needs and increase conversion rates

When you try to target everyone you target no one

Editorial Process

Targeted Content

Content Marketingat Scale

Process, process, process.

Search Engine Optimization

Algorithmic Ranking Factors

100 Billion SearchesEach Month!

Organic vs. Paid Search

Click-Through Rates

Why such a substantial CTR drop off?• Refined search rather than scrolling• Searchers are satisfiers not optimizers• People assume the best results are first

Content Promotion

35

WHY?:

•Gain exposure

•Gain credibility

•Get links

•Increase traffic

•Build relationships

Targeted Content Syndication

Outreach and PromotionWhere else do your visitors spend time online?

Social Media

38

Authorship may become more important than links

Pay Attention to Google Authorship

Link Building

• Build personas for your link targets

• What content would they link to?

Dale Bertrand

President, Chimaera Labs

Dale@ChimaeraLabs.com