how to build a content marketing strategy that works
DESCRIPTION
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more. You will learn: - How to execute and promote an effective content marketing campaign - Marketing strategies for specific types of content Software tools you can leverage for content marketing - Where to get the scoop on your competition And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.TRANSCRIPT
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?
