sme content marketing: big results with small budgets
TRANSCRIPT
The process.
Define your content marketing campaign objectives Develop your content marketing strategy
Build your content delivery team Measure the success of the campaign
@MatthewBarby // #LearnInbound
What do you want to achieve?
Brand awareness Social engagement
Lead generation Search engine visibility
Brand identity (e.g. thought leadership) Data collection
Web traffic generation
@MatthewBarby // #LearnInbound
Content strategy development.
Conduct a full audit of your competitors Run an audit of your own presence and
benchmark against competitors Analyse the top performing content within your industry
Develop specific content ideas and themes that form the basis of your content strategy
@MatthewBarby // #LearnInbound
Competitor analysis.
Web traffic/search traffic (SimilarWeb/SEMrush/Quantcast) Backlinks/mentions (Majestic/Ahrefs/Moz)
Social media following (Twitter/Facebook/YouTube/etc.) Content volume/frequency (look at their website)
Top performing content (BuzzSumo) Top online mentions (Moz/Mention.com)
@MatthewBarby // #LearnInbound
Auditing your own presence.
Web traffic sources (Google Analytics) Search engine queries (Webmaster Tools)
Mentions (Mention.com/Fresh Web Explorer) Backlinks (Majestic/Moz/Ahrefs)
Social engagement (Sprout Social/Buffer) Content performance (BuzzSumo/Social Crawlytics/
Google Analytics)
@MatthewBarby // #LearnInbound
Types of content.
Text articles Infographics
Videos Mobile/web apps
Interactive graphics Tools/software
Quizzes/surveys eBooks
White papers Memes
Reviews
Lists Case studies Interviews Checklists
FAQs Tutorials Podcast
Illustrations Contests
Newsletters Webinars
@MatthewBarby // #LearnInbound
Why build a content team?
Tap into a diverse set of skills and knowledge Access to the social channels and audience of the team
Accelerate credibility through the team’s authority Leverage editor/blogger connections of the team
You’re building a delivery team as
well as a creation team
@MatthewBarby // #LearnInbound
Quick overview.
BuildFire are a new tech startup from California The company had no existing content or presence online
Needed to dramatically raise brand awareness for their product Looking to rank for some extremely competitive
keywords (e.g. build an app) Most of their competitors have established themselves within the
marketplace already
@MatthewBarby // #LearnInbound
Blog Title Author Social Shares
11 Creative Ways to Promote Your App for Free Umar Khan 196
7 Ways to Generate Awesome New App Ideas Christopher Meier 28
7 Ways That Your Small Business Can Win on Pinterest David Lewis 74
How to Get Your App Submitted to the App Store Shaun Quarton 45
An App Promotion Checklist for Small Businesses Umar Khan 210
@MatthewBarby // #LearnInbound
Results.
Increase in traffic from <1,000 monthly visits to >25,000 visits within 3 months
Features within Forbes, Entrepreneur.com, Huffington Post, TechRadar, CNN, Moz, Tech.co, Business News Daily and more
Conversion rate of just under 15% from traffic generated via our campaign Increased engagement across Twitter and Facebook
Widened visibility within the search engines for relevant search terms Relationships built with key industry influencers
@MatthewBarby // #LearnInbound
Measuring success.
Understanding the true value of a website visitor Monitoring social shares on content and online reach
Brand awareness monitoring through branded searches New brand mentions and link acquisition
Web traffic and content engagement Online/offline conversions
@MatthewBarby // #LearnInbound
The process.
Define your content marketing campaign objectives Develop your content marketing strategy
Build your content delivery team Measure the success of the campaign
@MatthewBarby // #LearnInbound
Extra reading.
http://bit.ly/1Km1FqM
http://bit.ly/1tJWTZN
http://bit.ly/1yB10OD
http://mklnd.com/1yB1tAo
http://bit.ly/1w14Vxh
@MatthewBarby // #LearnInbound
We are vision makers. Content creators. Brand builders and strategic storytellers. Drawing on an integrated, intelligent offering, we devise and deliver deep, meaningful and original thinking to help transform businesses through brand-led, content-driven programmes. We do this on every level, inside and out – from employees and internal stakeholders company wide, to influential business audiences and customers worldwide – online and offline, nationally and internationally. And we’ve been doing it since 1964, making us a true original and proven expert in game-changing communications. We are Wyatt International.
@MatthewBarby // #LearnInbound
www.wyattinternational.com [email protected] @WyattIntl