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@santilli 1
GENUINELY USEFUL
CONTENT B u i l d i n g a L o n g - Te r m C o n t e n t S t r a t e g y t h a t W i l l H e l p Yo u
M a x i m i z e R e s u l t s w i t h S o c i a l M e d i a , G o o g l e a n d S E O .
@santilli
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@santilli 2
GENUINELY USEFUL CONTENT: Building a Long-Term Content Strategy that Will Help You
Maximize Results with Social Media, Google and SEO
Marcel Santilli @santilli
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@santilli 3
Why is my content getting no love in social or search?
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@santilli 4
How can I make my content strategy work with limited resources?
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@santilli 5
Or you might just be in the wrong room and your content strategy is perfect.
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@santilli 6
Don’t have a “bartender” mentality when it comes to your content strategy.
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@santilli 7
Have a “personal trainer” mentality
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@santilli 8
What is CONTENT?
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It’s about consistently delivering information that is valuable and helpful to your
audience.
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@santilli 10
• Valuable • Useful • Contextual and relevant • Easy to consume • Device agnostic • Shareable • Findable • Non-intrusive • Builds trust and authority
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@santilli 11
The problem is that too often content becomes just an afterthought.
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@santilli 12
So how is IBM Security building a long-term content strategy?
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@santilli 13
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@santilli 14
Don’t underestimate the discovery phase.
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@santilli 15
How are you going to create value for your audience and help them?
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@santilli 16
Define customer-facing objectives first.
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@santilli 17
Measure everything from the beginning.
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@santilli 18
Track ROI to give your content program more respect.
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Some KPIs we are measuring
• Cost per visit/view • Engagement per visit • Visit to response rate • Average cost per response • Response to validated lead (VL) • Average opportunity per visit • Average opportunity size • Cost per opportunity
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@santilli 20
Define all aspects of your content strategy.
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@santilli 21
Defining your content strategy
• Content objectives • Content types (articles, videos, etc.) • Thought leadership vs. technical • Evergreen vs. news vs. research • Topics to cover
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@santilli 22
Don’t overlook the importance of good web design and UX.
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@santilli 23
Let social and search define your site requirements.
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@santilli 24
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@santilli 25
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@santilli 26
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@santilli 27
Make sure your content is optimized for sharing on different social networks.
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@santilli 28
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@santilli 29
Think about growth and scalability as you define processes and technology.
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@santilli 30
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@santilli 31
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@santilli 32
Define roles and responsibilities
• Program director / Chief editor • Program manager • Copy editor • Social listening & ideation • Metrics and analysis • Social media and amplification • Creative / graphic design • SEO • Web maintenance • PR & AR • Demand generation
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@santilli 33
Define content workflow based on type of content.
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@santilli 34
Your success depends on contributors and having the right tools is crucial.
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@santilli 35
Have a balanced contributor strategy.
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@santilli 36
We went from 30 to 130+ contributors in just over one year.
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@santilli 37
Balanced contributor strategy
• Internal experts • Internal enthusiasts • Internal researchers • Internal executives • Business partners • Customers (experts and executives) • Industry influencers • Educators / external researchers • Paid writers / journalists • Paid influencers
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@santilli 38
Streamline how you onboard new contributors. Make it easy!
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@santilli 39
Establish guidelines and hold regular training and enablement.
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@santilli 40
Don’t settle for mediocre. Instead, empower your contributors and editors.
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@santilli 41
Don’t let your program lose creativity. Consistently push the edge and deliver
great content.
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@santilli 42
Organized way to manage topics.
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@santilli 43
Have a keyword strategy.
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@santilli 44
A streamlined publishing and review process.
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@santilli 45
And a publishing calendar.
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@santilli 46
Have a social distribution and amplification plan.
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@santilli 47
Connect back to high value lead generation opportunities.
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@santilli 48
Always be optimizing for search.
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@santilli 49
Always be optimizing for search.
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@santilli 50
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@santilli 51
Integrate with other marketing efforts.
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@santilli 52
What about the results?
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@santilli 53
KPIs and benchmarking.
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@santilli 54
450% Increase in traffic YTY
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@santilli 55
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@santilli 56
432% Increase in traffic from
search since May
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@santilli 57
1 in 10 Visit turn into an engagement
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@santilli 58
16% Visits turn into an action
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@santilli 59
3.5% Visits turn into a marketing
response.
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@santilli 60
10,794 Number of responses
generated so far this year
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@santilli 61
58% Lower cost per response than
paid search.
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@santilli 62
69% Lower cost per response than
content syndication.
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@santilli 63
2X Average opportunity size than average for division
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@santilli 64
1200% ROI On track if we close 25% of the opportunities generated by YE
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@santilli 65
Where are we headed?
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@santilli 66
7 key lessons to remember
1. Build a program that is scalable with right tools and processes 2. Create a great user experience with search and social in mind 3. Focus on a balanced contributor strategy 4. Measure everything from the start and connect back to revenue 5. Consistently create content that become essential for your audience 6. Connect back to lead gen with high value offers 7. Be creative and don’t settle for mediocre!
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@santilli 67
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@santilli 68
Connect with me!
Marcel Santilli Twitter.com/santilli Linkedin.com/in/marcelsantilli