what is the right mix of content for your brand? find out in 5 simple steps
DESCRIPTION
When it comes to content, one size doesn't fit all... Different parts of your audience will respond best to different types of content. So how can you go about finding the right mix of content for your prospects? OUr top five tips explain all.TRANSCRIPT
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WHAT IS THE RIGHT MIX OF CONTENT?
@SarahGHoward @RedRocketMedia
Find out in five simple steps
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One size
fits all @RedRocketMedia
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Step 1
Get to know your audience
@RedRocketMedia
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I mean, really get to know them….
@RedRocketMedia
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Step 2
Give your site a Content audit
@RedRocketMedia
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Where should you start?
Full content inventory
Quality analysis Align content with business objectives Content to support prospects through
the buying cycle
@RedRocketMedia
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AWARENESS CONSIDERATION PURCHASE
Include content to nurture leads
Infographics Podcasts Videos News articles Blogs
Whitepapers Guides Newsletters E-books Webinars
Statistics FAQs Case studies Reviews Testimonials
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Step 3
Get analytical
@RedRocketMedia
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News Google/Organic Whitepaper Conversion
Key metrics to consider
Visits Views Bounce rate Time spent
on page
Conversions (assisted and direct)
Inbound links
Rankings
Unique & repeat visits
Social shares
Comments
News Google/ Organic Whitepaper Conversion
@RedRocketMedia
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Step 4
Try it, refine it
@RedRocketMedia
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You won’t know ‘til you try
Draw up an editorial calendar
Don’t be afraid of quantity
Give content time to build authority
Measure core metrics and adjust strategy accordingly
@RedRocketMedia
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Step 5
Make it a company-wide
exercise @RedRocketMedia
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Get all your teams involved
Sales IT Delivery
Teamwork GREAT CONTENT
@RedRocketMedia
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Pre- content change
The proof is in the pudding Post-
content change
Top 10 Google rankings: Visits via content: Traffic: Social referrals: Conversions:
15
1,768
4,424
749 5
20
4,105
7,108
1,817 9
33%
132%
61%
143%
80%
@RedRocketMedia
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What have we learned?
1) Become your audience
2) Capitalise on what works – scrap what doesn’t
1) Get everyone involved – yes, that
even means the sales team
2) Adopt a data-led content marketing strategy
A+
@RedRocketMedia