content marketing mastery: smx workshop

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Content Marketing Mastery #SMX Creating Content That Works CONTENT MARKETING MASTERY

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Page 1: Content Marketing Mastery: SMX Workshop

Content Marketing Mastery #SMX

Creating Content That Works

CONTENT MARKETING

MASTERY

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Content Marketing Mastery #SMX

• What I Do: Director of Online Marketing at

KoMarketing, a B2B Digital Marketing firm in

Boston, MA.

• I’m Old: In the online marketing industry for over

12 years, working on both the agency side and in-

house.

• Things I Like: SEO, Dogs, Pizza, Netflix &

Smiling…it’s my favorite.

• Find Me: Connect with me on Twitter @casieg.

About Casie (Sounds Like K-C)

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2 MILLION blog

posts written every

day.

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Content marketing is

up 300%, but only 5%

drives engagement.

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The landscape is

evolving.

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Mobile has overtaken

desktop search.

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By 2020, 50% of daily

searches will be through

voice searches.

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The average reader

spends 37 seconds

reading an article or

blog post.

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Search results are

evolving.

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Content budget remains

a top challenge for

marketers.

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Strategy Development• Data Analysis

• Competitor Analysis

• Audience Analysis

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Gathering Our Data

• How are pages performing?

• What they are performing for?

• Who is linking to them? Why?

• What has organic visibility?

• What is being shared?

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Analytics: Top Content

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Analytics: Top Organic

Landing Pages

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Analytics: Top Referral

Landing Pages

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Analytics: Top Social

Landing Pages

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Analytics: Leads & Sales

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Analytics: Leads & Sales

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Search Console / WMT

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WMT: Top Linked Pages

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Funnel our data.

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Type Structure Keyword

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- Main

- Blog

- Resource

- News

- Job Board

- Video

- List

- How To

- Question

- eBook

- Report

- General

- Theme 1

- Theme 2

- Theme 3

- Theme 4

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Keywords

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Structure

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Type

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Exercise 1: Aggregate Your Data (10-15 min)

• Step 1: Export Jan 1, 2016-Dec 31, 2016 for 3 of the following (top 25):

• Top Overall Content

• Top Organic LPs

• Top Referral LPs

• Top Social LPs

• Top Pages Driving Leads/Sales

• WMT Top Linked Pages

• Step 2: Put each in it’s own tab

• Step 3: Assign an asset type, structure, and keyword

• Step 4: Sort & scan

• Step 5: Note your trends

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what ELSE is performing?

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WMT: Keywords

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WMT: Top Pages

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WMT: Keywords by

Page

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• High Impressions

• Good Avg. Position

• Low Clicks

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SEMRush

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ALT: SERPStat

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Fresh Opps!

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Funnel it.

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• Top pages

• Keywords 5-10

• Cost

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BuzzSumo: Shares

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BuzzSumo: Content

Analysis

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BuzzSumo:

Content length

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Trends

• Top pages

• Type / Structure

• Keywords

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Exercise 2: Finding Keyword Opportunities (5-10 min)• Search Console / WMT

• Step 1: For each of your 5 top posts, identify 10 keywords that have high impression numbers, good avg. positions (5-15) and low clicks.

• Step 2: Create a new tab in your workbook

• Step 3: Add your list of keywords into the new tab

• We will build on this later

• SEMRush / BuzzSumo

• Nothing official. Play around with the tools.

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Strategy Development• Data Analysis

• Competitor Analysis

• Audience Analysis

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Competition

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What we want to understand…

• What are they doing?

• How is their content performing?

• What can we learn?

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For our purposes…

• On-Site Content

• Search

• Social

• Links

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• How Much?

• What Kind?

• Frequency?

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http://www.seerinteractive.com/blog/screaming-frog-guide/

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SEMRush: Overlap

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SEMRush: Links

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SEMRush: Linking

Domains

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Moz OSE: Links

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BuzzSumo: What

else?

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Dig in.

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Strategy Development• Data Analysis

• Competitor Analysis

• Audience Analysis

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Who?

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CRM

• Titles

• Departments

• Companies

• Locations

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Email List

• Names

• Companies

• Title / Department

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Social Profiles

• Ages

• Locations

• Interests

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Google Analytics

• Ages

• Locations

• Interests

• Technology

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What are they

sharing?

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BuzzSumo: Shares

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What are they

asking?

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27% of search queries are questions.

~ BlueNile

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Answer boxes were in 15% of SERPs.

~ GetStat

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Answer the Public

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KeywordTool.io

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KeywordTool.io:

YouTube / App

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FAQFox

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Bloomberry

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Funnel it.

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Strategy Development• Data Analysis

• Competitor Analysis

• Audience Analysis

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Ideation & Creation

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First we review our

data.

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What do we need?

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Start with what you have.

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Analytics: Top Organic

Landing Pages

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• Older pieces

• Still relevant

• Low traffic

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• Is it worth keeping?

• What is it ranking for?

• How can we make it better?

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• Step 1: Identify the asset

• Step 2: Evaluate it’s existing performance

• Step 3: Assign keyword phrase

• Step 4: Analyze the SERPs

• Step 5: Modify/enhance the content

Steps to Refreshing Your Content

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Step 1: Choose your asset.

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Step 2: See what it’s doing

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Step 3: Pick a target

• Relevant

• Search Volume

• Good Position

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Step 5: Reformat the format

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• Step 1: Identify the keyword

• Step 2: Evaluate the content ranking

• Step 3: Analyze the SERPs

• Step 4: Modify/enhance the content

Steps to Refreshing Your Content

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YouTube

Email

Webinar Clips Sales Materials

Blog Recap

Social

Webinar

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YouTube PlaylistBlog Post

Video

Social Images Newsletter

Slideshare On-Site

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generate content Ideas the audience wants.

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Questions

• Blogs

• Guides

• Videos

• Social content

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Asset for DAYS!!!!

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Promotion &

Measurement

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If a marketer writes a piece of

content will anyone read it?

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Build Buzz. Pollenate

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Basic channels.

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Asset

x10 x3

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Premium.

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BuzzSumo: Who is

sharing?

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• Related Assets

• Keyword Focus

• Export

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Hashtags

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Email List

• Names

• Companies

• Title / Department

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Groups

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Referrals

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Find the right person.

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All the emails!

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AllmyTweets

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Pay to play.

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Data

Sponsored

updates

Lookalike

Email

campaigns

Groups Retargeting

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Remember

me?

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Measurement

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Baseline by Goal

• Highs

• Lows

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Baseline by Asset Type

• Highs

• Lows

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Baseline Data

• Traffic

• Links

• Engagements

• Leads

• Combination

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Exceed the high.

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Organic growth

• Refresh MOM

• New holistic

• Links monthly

• Search visibility

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Infographic

• Links

• Asset traffic

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Report

• Links

• Traffic

• Shares

• Leads

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Strategy is key.

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komarketing.com/smxadvanced17

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[email protected]

@casieg

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Thank youoooou