content marketing condensed

KINDI LANTZ

Content Marketing Condensed

@KINDI_JO

• Marketing Catalyst• Content Marketing, Video

Analytics, Video Optimization, Copywriting, Mixing a Mean Cocktail

• Love Metaphors, Despise Turkeys• Vertically Efficient• Portland, OR

Who am I???

@KINDI_JO

What is Content Marketing

TEXT OR

IMAGE

@KINDI_JO

-Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

ADVERTISING•Interrupts•Is avoided•Only holds attention for a short time•Tends to be expensive•Typically only big brands go viral (think Always, Johnson & Johnson, & Budweiser)

CONTENT MARKETING•Answers questions•Is searched for•Keeps audience reading, watching, sharing, & coming back for more•Minimal expenditure•Often goes viral

Welcomed bear hug. Slap in the face.

Old vs New Marketing

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@KINDI_JO

It’s not what you know but who…

With Google, it’s both!

WRONG!!!!!!

• Keywords• Recency• Frequency • Quality backlinks• User Reviews, site reputation • Page-level social metrics• Engagement and traffic

Google Ranking Factors

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admin

Keywords in title tags, domain names, descriptions, H1 tags, frequency and prominance....going overboard can hurt you.

admin

links to send trust signals to google

admin

S

admin

So CM is extremely importent component to overall SEO

Content Types

Blog Posts

Ebooks/White Papers

Templates and other tools

Guides

Videos

Podcasts

Quality

Relevant

Consistent

@KINDI_JO

Social posts

Articles

Infographics

Reviews

Lists

….

Start with a goal!!What’s the purpose of your content?

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• Multiple different groups• Narrow Niche• Who are they?• What do they want?• How do they like to get info?• Personas

Target Audience

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@KINDI_JO

[email protected]

Picture audience member

Roles & Responsibilities

Pain Points

Content Preferences

Consumption Patterns

Personas

INVENTORY CREATION PUBLICATION GOVERNANCE

Content Strategy

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Ideation

•List key dates, events, seasonality•What is trending?•Google trends•Twitter, BuzzSumo, Reddit, ,Ubersuggest, Quora, Trendsmap, etc….•Answer FAQs

Editorial Calendar

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• What’s been published on the topic

• What’s your angle• Kipling method• Optimization starts here!!!

Research and Create

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Social Media Website

Content Discovery SitesRelationships

• Management tools• How often• Images and videos

• Who hosts• Frequency• Social feeds• Content hubs

• Reddit • Slideshare• Newsvine• Digg• Flipora• Outbrain• Taboola

• Sharing• Influencers• Syndicated

Distributing & Promoting

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• Goal-based performance• Inbound leads (phone, email,

walk-ins, form submissions)• Web Traffic (Google Analytics)• Engagement (likes, clicks, shares,

retweets, subscribers)

Measuring Performance

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Rinse and Repeat

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@KINDI_JO

How much content do I need?

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@KINDI_JO

Yeah right!!!

I don’t have that kind of time.

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Caffeine

You can sleep when you’re dead.

Break into sections Compile sections Opposites Piece

Multiple content pieces from a single idea

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Make a video Give a presentation Upload to SlideShare

Multiple content pieces from a single idea

@KINDI_JO

@KINDI_JO

[email protected]

Any questions?

It is decidedly so. My sources say no. Concentrate and ask me again. Signs point to yes. Very doubtful. Ask again later. You may rely on it. Better not tell you now. Yes, definitely.