creative content marketing: from strategy to execution
TRANSCRIPT
Benj ArriolaWork
SEO VP, Internet Marketing Inc.
SpeakerSMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more!
ExperienceSEO: 11 yearsWeb Design & Development: Since 1997Chemist: Before 1997
CompetitorWinner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship
It’s my first time in Sydney!
Content Marketing Is Not Just Writing An Article
Ideation Creation Promotion
Many forms of content marketingBlog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more!Or in any combination of the above.
Our Content Marketing Process
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Discovery, Setup, Goal
Setting
Our Content Marketing Process
Understand client’s business - Goals and messagingIdentify target customer - PersonasDetermine which online content channels to targetDevelop custom content marketing roadmap - StrategyContent Hub Audit – Structure, set-up, optimization.
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Understand client’s business - Goals and messagingIdentify target customer - PersonasDetermine which online content channels to targetDevelop custom content marketing roadmap - StrategyContent Hub Audit – Structure, set-up, optimization.
Discovery, Setup, Goal
Setting
Our Content Marketing Process
Research and Persona
Development
Some things to think about:Who (age, location, gender, education, job title)Environment (when, where using your site, device)Tasks (trying to complete on website)Motivation (broader desired outcome)Name/nicknamePhoto/icon
More detailed:Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits)
Go beyond keyword research, know what, how & whereto write content and promote it by creating detailed persona profiles.
Some things to think about:Who (age, location, gender, education, job title)Environment (when, where using your site, device)Tasks (trying to complete on website)Motivation (broader desired outcome)Name/nicknamePhoto/icon
More detailed:Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits)
Go beyond keyword research, know what, how & whereto write content and promote it by creating detailed persona profiles.
Discovery, Setup, Goal
Setting
Our Content Marketing Process
Research and Persona
Development
Months January February March April May June
Static
X
Satirical Branded Meme, 1 IG (Vegas v Vegas)
Satirical Branded Meme
Motion 1 IG (Packing - Fashion Bloggers)
Video
Animated Video
IRL
Months January February March April May June
Static
X
Satirical Branded Meme, 1 IG (Vegas v Vegas)
Satirical Branded Meme
Motion 1 IG (Packing - Fashion Bloggers)
Video
Animated Video
IRL
Discovery, Setup, Goal
Setting
Research and Persona
Development
Our Content Marketing ProcessBusiness Quarters
Selling Cycles
Seasons
Holidays New YearsValentine's Day, President's Day
St. Patrick's Day Father's Day
Events CES - Las Vegas Mobile Expo - Atlanta
Product Launches Tablet keyboard dock Mobile battery case
DeadlinesVideo How-To Series Production Complete by 4/30
Company GoalsGrow email marketing list by 50%
Metrics Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions
Site Traffic & Conversion
Site Traffic & Conversion
Site Traffic & Conversion
Site Traffic & Conversion
Video subscriptions Video subscriptions
Notes Boston office opening
Q1: Budget $5000 Q2: Budget $6000
Months January February March April May June
Static
X
Satirical Branded Meme, 1 IG (Vegas v Vegas)
Satirical Branded Meme
Motion 1 IG (Packing - Fashion Bloggers)
Video
Animated Video
IRL
Our Content Marketing ProcessBusiness Quarters
Selling Cycles
Seasons
Holidays New YearsValentine's Day, President's Day
St. Patrick's Day Father's Day
Events CES - Las Vegas Mobile Expo - Atlanta
Product Launches Tablet keyboard dock Mobile battery case
DeadlinesVideo How-To Series Production Complete by 4/30
Company GoalsGrow email marketing list by 50%
Metrics Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions
Site Traffic & Conversion
Site Traffic & Conversion
Site Traffic & Conversion
Site Traffic & Conversion
Video subscriptions Video subscriptions
Notes Boston office opening
Q1: Budget $5000 Q2: Budget $6000
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Our Content Marketing Process
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Usability
SearchSocialContentSearch
• Keyword Research• Search Volume• Competition• KEI
• Keyword Count & Density• Keyword Prominence• Keyword Proximity• Keyword Order
I’m bored reading your
mediocre content.
• Panda Update• Semantics / Word
Relationships / Usage• Content Layout / Structure• User Metrics
• Manual Reviews• Penguin Update (Links)
• Links from Low Quality Content
The Role of Links in Great Content
Usability
SearchSocialContentSearch
• Keyword Research• Search Volume• Competition• KEI
• Keyword Count & Density• Keyword Prominence• Keyword Proximity• Keyword Order
I’m bored reading your
mediocre content.
• Panda Update• Semantics / Word
Relationships / Usage• Content Layout / Structure• User Metrics
• Manual Reviews• Penguin Update (Links)
• Links from Low Quality Content
The Role of Links in Great Content
Usability• Reads Natural• Grammatically Correct• Easy to Comprehend• Evokes Emotion• Well Organized• Compelling to read and
pass on to others.
• Blog Post, Articles, Industry News• Good Calls to Action• Not Too Promotional• Useful, Provides Value• Compelling to read and
pass on to others.
• Product/Service Descriptions• Calls to action are more
direct• Very promotional,
detailing all major advantages.
Usability
SearchSocialContent
Usability• Reads Natural• Grammatically Correct• Easy to Comprehend• Evokes Emotion• Well Organized• Compelling to read and
pass on to others.
• Blog Post, Articles, Industry News• Good Calls to Action• Not Too Promotional• Useful, Provides Value• Compelling to read and
pass on to others.
• Product/Service Descriptions• Calls to action are more
direct• Very promotional,
detailing all major advantages.
Social
• Evokes Emotion• Sparks Interest• Compelling to
read and pass on to others.
• Calls to Action to Share to Others
• Ask user opinion• Be interactive
The Role of Links in Great Content
Usability
SearchSocialSocial
• Evokes Emotion• Sparks Interest• Compelling to
read and pass on to others.
• Calls to Action to Share to Others
• Ask user opinion• Be interactive
The Role of Links in Great Content
Usability
SearchSocialContent
Good Quality Content = Good for
Penguin and Panda, and
Good for Users
Good Quality Content =
Compelling to share, viral, share
bait, link bait
Good Quality Content = Good link bait, natural
links. Increase ranking.
Content Can Come in Many FormsInfographics & InfoguidesInteractive Landing PageeBooks & WhitepapersProduction & Animated VideosKinetic Typography & Motion Graphics Blogs & Articles Authority BuildingWebinars & IRL EventsPress Release & Matte ReleaseBadge, Awards, & Recognitions
InfographicsScrolling lightbox at maximum width.Thumbnail should not just be a smaller version of the whole infographicConfigure your Opengraph image tags.Always offer the embed codesPut social sharing buttons on top and at the bottom.Never forget Pinterest to be included in your social sharing when posting infographics.After a month or two, occasionally do a reverse image search to find pages posting the image that have no links.
InfographicsCampaign Goal:
Craft an infographic in order to help explain the importance and complexity of Google Authorship on IMI’s blog
InfographicsCampaign Goal:
Use infographics and motion graphics to promote ticket sales of a theater.
Campaign Results1000+ new pageviews and impressions50,000+ views on YouTubeAcknowledged by top movie review blogs and major publications like Forbes.com, and other high Domain Authority/PageRank100+ new links$50,000+ dollars in ticket sales from traffic coming from the infographics and motion graphics.
InfographicsCampaign Goal:
To increase pageviews, traffic,and inbound links to improve organic rankings and conversions.
Campaign Results:Acknowledged industry peersmany with Domain Authorities over 90 and Page Ranksbetween 8 and 10Increased Pageviews by 40,000+Avg. time on page of 5 minHundreds of thousands of social sharesDrastic improvement in SEOPicked up by Buzzfeed and converted into a video.They mentioned the source, but gave no link. Aftera simple request, they added it immediately.
More Content TipsInverted PyramidAvoid the Great Wall of Text
Headings & SubheadingsImages
Read More… Make the hanging thought enticing
Content SuggestionsTarget Emotions:
Funny, inspiring, interesting, bizarre, good information, good research, new discovery.
Topic Examples (Emotional Triggers):Solving a problem, giving a solutionControversial post, conflicting ideas
Always present both sidesIf you are on one side, state that it is only your opinion only and you can be wrong
Invite readers to state their views
Top list, triviaAnything that gives more money or saves money“Things not to do”, “how to not do” list.Inspirational / Motivational
http://bit.ly/emotiontrigger
Top 50 Psychological Trigger WordsUnknown Source
Words that Evoke Positive Emotions Energize Boost Refresh Revitalize Kind Compassionate Vibrant Strong Understanding Overcome Thrive
Words that Evoke Curiosity Banned Illegal Secret Taboo Covert Hidden Exposed Undercover
Gentle Success Power Achieve Bright Colorful Thoughtful Positive Satisfaction Happy Health
Words that Trigger Action (Induce Sales) Explosive Scientifically Proven Urgent Free Profitable Erupting Limited Time Deal Proven Tested
Expert Easy Simple Money Fruitful Closing End Action Buy Lazy
Top 50 Psychological Trigger WordsSource: Brian Clark (Copyblogger.com) / http://www.copyblogger.com/trigger-words/
Health Boost Cure Energize Flush Vibrant
Hope Bright Destiny Empower Overcome Undo
Anger Arrogant Cruel Greed Hate Unscrupulous
Frustration Had enough? Never again… Pointless Temporary fix Tired
Betrayal Burned Conspiracy Disinformation Fleece Swindle
Revenge Avenge Payback Reclaim Turn the tables Vindication
Forbidden Banned Controversial Exposed Insider Taboo
Powerlessness Agony Floundering Helpless Paralyzed Surrender
Passion Blissful Delightful Jubilant Rave Thrilled
Urgency Before you forget… Deadline Limited Seize While it’s fresh on
your mind…
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Our Content Marketing Process
Influencer Research
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Our Content Marketing Process
Influencer Research
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
You post on their site.They post on your site.They re-share your content piece.Interview them, make the part of the article.Use them as a authoritative voice verifying your claims.Get them to use their social channels to help promote your content.Simply make them a friend.
Blogger OutreachCampaign Goal:
To implement a content marketing and blogger outreach strategy to increase conversions on product landing pages.
Blogger OutreachCampaign Results:
Developed key relationshipsThe top 30 referrers were from blogger and social sites8% conversions from blog click-throughsImproved link profile & SEOIncrease in positive product reviewsDramatic increase in sales
Our Content Marketing Process
Discovery, Setup, Goal
Setting
Research and Persona
DevelopmentContent Creation
Influencer Research Promotion Measurement
Is There Content Marketing That Is Not Link Building?
What we measure in content marketing
If you are doingcontent marketing for links alone, you might be doing it wrong.
Conversions
Traffic
Links
Engagement
Social Activity
SummaryIdeation Creation Promotion
Content marketing can come in many forms like: Blog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more or in any combination of the above.
Discovery, Setup, Goal Setting
Research and Persona
Development Content CreationInfluencer Research Promotion Measurement