how to reverse engineer your brand's content marketing
TRANSCRIPT
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A Process of Discovery
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“Michelin Man”
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Cardio(?)
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Ate Like A Bird
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Smaller, Not Healthier
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A Journey That Changed My Worldview
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Discovery #1
Prioritized lean body mass (LBM), not overall weight
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Discovery #2
Focused on “simple but not easy,” especially with regard to exercise
selection
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Discovery #3
Different from everyone else—focused on moving better, not simply
looking—in their approach
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Discovery #4
Focused on the process—better looking, better movement, better
health was a by-product of the work, not the focus of it.
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Discovery #5
Main variables determining success or failure: diet, exercise, recovery,
stress management and sleep
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Putting It Together
Goal (e.g., more LBM, less fat) baked into the Process (e.g., exercise, etc.)
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Eureka Moment!
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Inputs > Outcomes
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Same Soup, Different Bowl
More and better content
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Same Soup, Different Bowl
More and better content
Grow traffic & links
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Same Soup, Different Bowl
More and better content
More traffic & links
Be No. 1 on the Google
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Get Real
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Lack Resources
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10/26/16 22
Grow traffic & links Website trapped in
1997
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Not an Established
Brand
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Same Soup, New Bowl
More and better content
More traffic & links
Be No. 1 on the Google
Outcomes
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Same Soup, New Bowl
Mastered Boring stuff
Didn’t chase shiny things
Did things differently
Inputs
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In Content Marketing, the thinking goes…
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We Know the Right Inputs
+ More Content
More Links = CItations
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We Know The Work That Matters vs. Doesn’t
Don’t Do Do Every Day
Create Blog Posts Manual Link Outreach
Posting to Google Plus New Facebook Posts
Asking for Google Reviews Monitor Review Sites
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A Focus on Outcome vs. Input Metrics Can Yield Success
Outcome
Outcome
Outcome
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Focusing on Outcome Metrics vs. Inputs Will Bring Success
My Single Best SEO Tip for Improved Web Traffic, by Cyrsu Shepard
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How Do We Remedy This?
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Goals For Content Marketing 3
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#1 — Awareness & Visibility
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#2 — Reputation & Brand Trust
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#3 — Loyalty
Via Contently
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We’re good at #1 and #2; Few truly understand #3
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Instead of Measuring What Matters, We Measure
Everything
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Blindly Chase Shiny Things
These elements might be well correlated with sites that tend to rank well, but that doesn’t mean they’re the best investments your
site can make?
Via Moz’s 2015 Google Ranking Factors
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Via Rand Fishkin’s Art of Product Marketing Presentation
We Don’t Foster a Culture of Iteration
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We Don’t Understand The ‘Why’
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Our Comfort Zone Is Measuring Output
Via Moz’s 1Metric Content Tracking System
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Our biggest challenge to finding consistent content marketing success.
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Identifying the Work that Creates Improvement
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Identifying the Best Targets for the Correct Metrics
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Theory for Content Marketing Success
Tolerance
Adherence
Repetition
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Putting Theory to the Test
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Each Effort Can be Broken Down:
Work Metrics Goal(s)
Eat less, train more
Scale weight < 230 lbs
Lose weight
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Each Effort Can be Broken Down:
Work Metrics Goal(s)
Eat less, train more &
test
Scale weight < 230 lbs
Lose weight
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Output
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Waist: 37
Hips: 42.5
Jan. — Mar.
Output
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Input
The Work That Moved The Needle
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Input
The Work That Moved The Needle
Train: 2 -3X/week
Jan. — Mar. Apr. — Oct.
Train: 4X/week + 30-45m walk/day
Tracked meals/snacks
Tracked meals/snacks
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Waist: 37
Hips: 42.5
Jan. — Mar. Apr. — Oct.
Waist: 35 1/8
Hips: 41 1/8 Output
The Results Don’t Tell The Story
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“There is growth in every process, but not in ANY outcome.” — Eric Cressey, Cressey Sports Performance
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“An outcome is result. It’s what happens when the work is done.
— Eric Cressey, Cressey Sports Performance
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Outcome-oriented
I want to be lean and ripped in 30 days
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Process-oriented I’m going to eat more lean protein and
vegetables, in addition to getting 60 minutes of exercise per day.
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What Ultimately Matters
Exercising in am
Keep a schedule
Plan all meals
No snacks before first meal
200g/protein daily
200 oz./water daily
200 oz./water daily
NUDGES
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This is what’s missing from our current approach to content marketing.
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We ignore the inputs that create those outcomes.
We measure the outcomes.
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NUDGES, which make consistent success more reliable.
We aren’t even aware of our
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What are the (unspoken) everyday actions that consistently improve your content marketing efforts?
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When we commit to _______, we achieve success by _______.
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When we commit to blogging more frequently, we achieve success by
attaining more links.
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When we commit to on page SEO, we achieve success by increased web visits.
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Our Job: Find the BEST TARGETS
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Regular Content Creation?
Establish metrics for content cadence, and
you’ll know the benefits of 1X/week
vs. 1X/month.
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Customer Service?
Great customer service helps move
the needle with reviews.
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Infrequent, Higher-Effort Content?
Many times, one piece of extraordinary content every quarter or even every year
can be enough.
See Rand’s List of 10X Content
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Social Shares? Or Social Followers?
What actions earn social engagement? Are they worthwhile?
Via Followerwonk
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Interacting in Online Communities?
A few replies a week, or each month, may have a
compounding impact
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Mainstream or Niche Media Coverage
Press outreach, or crafting a press-worthy story/event each month could be a worthwhile
endeavor
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More Keyword-Focused Pages? A handful of
keyword-focused pages could have a
big, long term impact.
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Site Crawl to Find and Fix Issues
Fixing, redirecting, and/or finding the linking sources to these may drive
additional rankings & traffic.
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Comment Marketing?
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Guest Blogging
Via Eric Enge, Search Engine Land
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Concerted-Effort Outreach
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Each Effort Can be Broken Down:
Work Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution 1X/month
Participate in three discussion threads/week
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Each Effort Can be Broken Down:
Work Metrics Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution 1X/month
Participate in three discussion threads/week
FB shares, new page likes, traffic
Traffic increase
Acceptance of post, traffic driven
Traffic from discussion site
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Each Effort Can be Broken Down:
Work Metrics Goal(s) Put up two Facebook
posts/week
Fix any broken links
Pitch a guest contribution 1X/month
Participate in three discussion threads/week
FB shares, new page likes, traffic
Traffic increase
Acceptance of post, traffic driven
Traffic from discussion site
Grow reach on & through Facebook
Direct+search bump
Visibility to new audience, traffic
Brand awareness, branded search
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Each Effort Can be Broken Down:
Work Metrics Goal(s)
Fix any broken links
Traffic Increase
Direct+search bump
Curtail daily meetings
Nudge
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The Wrong Way to do Content Marketing:
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Grow Traffic to the Blog
Our site’s traffic blows,
folks.
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Assign Targets
I expect to see traffic to the site up by 300% this
month.
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Do Work Assumed To Help Us Reach Goals
Maybe we can find some links over there, y’all.
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Measure Results
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Measure Results
I EXPECT better!
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A NEW WAY to Do MARKETING:
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Determine Nudges, Work Items & Metrics to Monitor
We’re in this together.
Limit all meetings to only essential parties Post two blogs
per week
Increased social sharing, distribution, engagement, reach Brand mentions,
traffic and links
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Discern What Work Moves Which Needles
We can do this. Right?
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I’ve never been more proud of you.
Measure the work against work targets, not simply
metrics goals
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Double Down on Work that Improves the Metrics You Care About Most
Pfft … We got this.
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Improve Time to Goal Attainment
This is my “we own the competition” face
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Make it a Habit
Refine Revise
Repeat
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Tool(s):
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My favorite tool: Trello
Trello