how to become a data driven content marketer · 2019-05-17 · wherever you’ve determined your...

How to Become a Data Driven Content Marketer

Jeff RiddallVP Product and Customer [email protected]

Mintent.id/ELU-DataDrivenContent @getmintent

hello

• VP Product & Customer Success• 20+ years of digital marketing experience• 9+ years with Mintent• Blogger • Social Media Addict• Craft Beer Snob• Former Hockey Dad (imahockeydad.com)

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agenda

● The Modern Marketer’s Growing Dilemma● Managing Your Web Presence● Search and Social● Who and Where is Your Audience?● Content is Still King● Optimize Your Content● Distribute Your Content● Measure Everything● Q & A







the marketer’s growing dilemma

“Customers have moved from a discrete

linear purchase path to moving at their pace

when and wherever they want”

Gartner 2015

“70% of the buyers journey is complete before

a buyer even reaches out to sales”

Sirius Decisions







myth of the buyer’s journey







in travel, the funnel is a pretzel

Research conducted by Nielsen for Google in 2014 showed customers spend an average of 53 days booking their trip, during which they view 28 different sites over 76 sessions, while more than half of travelers use social media for travel tips.

http://www.traveltrends.biz/ttn555-consumers-overwhelmed-as-funnel-turns-to-pretzel/






http://www.traveltrends.biz/ttn555-consumers-overwhelmed-as-funnel-turns-to-pretzel/


your web presence

• Encompasses all of your brand’s digital points of presence:

– Your website– Off-site content – blog posts,

articles, press releases– Social media accounts and posts– YouTube and other video networks– Social local – Yelp, TripAdvisor– Review sites– Directory listings – Paid Ads– User generated content– Dark Social - email, messaging apps







it all starts with organic search

Search and social play an important role for customers throughout the customer life cycle. People turn to both search and social channels throughout the stages of their journey – with over 90% of customers report they use search at every stage of their customer lifecycle and over 85% of customers saying they use

social channels for discovery and consideration or purchase.

Forrester, April 2016







mobile organic search

https://www.thinkwithgoogle.com/consumer-insights/consumer-travel-smartphone-usage/






https://www.thinkwithgoogle.com/consumer-insights/consumer-travel-smartphone-usage/


then it all goes social

• Customers visit your website to make sure you exist and are credible

• Research is done outside of your website through social media or via people (influencers) customers trust

• Positive or negative feedback can be published at any time during the process

• These conversations are happening whether you acknowledge them or not







but which social

• Which goals do you want to achieve with social media marketing? Do you want to improve brand awareness or generate leads?

• Which channels does your target audience use?• What kind of content do you plan to create? Will it

be more of image-based content, blog post links or video content?

• Which channels are your competitors using?• How many social media channels can you manage?

Most popular social networks worldwide as of January 2019, ranked by number of active users (in millions) via Statista.com







social for travel

https://www.mdgadvertising.com/marketing-insights/infographics/vacationing-the-social-media-way-infographic/






https://www.mdgadvertising.com/marketing-insights/infographics/vacationing-the-social-media-way-infographic/


content is still King

“If the social web were a living organism, content would be the air that it breathes.”

“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”

“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”







modern content campaigns







start with a strategy and a calendar







but which content

Create content you feel your audience is most likely to engage with and then measure to see whether or not this is the case.

2015 Content Marketing Trends – Content Marketing Institute/MarketingProfs







what does Google want?

Current, relevant, authoritative content.

Organizations need to prove to Google they are the definitive source of whatever keywords (products, services, content) they want to be found for.

Google’s mission has never changed - “to organize the world's information and make it universally accessible and useful.” In other words, deliver the right content to the right

people at the right time.







optimize your content

• All starts with Keywords and Content –providing the best answer to a searcher’s question(s) – i.e. intent

• On-Site Optimization (Keyword rich Title Tags, Headings (H1, H2, etc), internal and external links, image alt tags, meta descriptions)

• Schema where appropriate (Products, Events, Questions and Answers)

• Mobile Friendly• Engaging, Shareable Content (Text, Images,

Audio, Video)• Relevant Backlinks







more on intent

Search intent optimization is all about delivering the right answer exactly the way your target audience want it.

There are three major types of search intent:

• Do (also known as “commercial” or “high” intent): The search user is ready to act (buy, join, etc.).

• Know (also known as “informational” intent): A search user is looking for information.

• Go (also known as “navigational” intent): Search users know which site or brand they want to go to.







intent based content

NYCGo.com






http://nycgo.com/


optimize your social content

• social content is indexed and can appear in search results too

• optimize social posts using topical, related keywords from blog or site content

• incorporate relevant keywords as hashtags, which are the basis of social search

• include visible social follow buttons on your site and social sharing buttons within your content







establish human connections

• identify and establish human connections with relevant social users and influencers Tip: Use Instagram or Twitter search to see who’s using keywords / #hashtags you want to be found for

• curate and share relevant content from others in hopes of reciprocation

• build your social community focused on trust and relationships







user generated and influencer content

@puremichigan






https://instagram.com/puremichigan

https://instagram.com/puremichigan


“Content builds relationships. Relationships are

built on trust. Trust drives revenue.”

Andrew Davis, Bestselling Author and Speaker







distribute your content

• publish & distribute content wherever you’ve determined your audience is and have established a following

• identify and build connections with relevant influencers who can help share your content with their trusting audience

• use unique trackable links (Smart URLs) to measure what is working or not working by influencer, channel, content type, etc.







validate your external content

• Identify and validate all of your points of presence in off-site sources such as directories, local social networks (i.e. Yelp) and review sites

• Where possible, incorporate Smart URLs to relevant pages on your website e.g. specific product or services pages

• Monitor engagement with and the relative effectiveness of all distribution channels







measure everything

• Google Analytics• Google Search Console• SEO Monitoring• Smart URLs• Social Analytics and

Listening







website traffic







organic visibility

• Focus on the relative visibility of groups / klusters of topical or logically organized keywords rather than individual keywords.

• Identify keyword and content opportunities.

• Build on existing authority.







measure content engagement

• Reach, Likes and Shares are great, but Clicks and Conversions are better.

• Leverage branded Smart URLs• Measure and monitor top performing

content, engagement over time, engagement by channel, by influencer, by content type, by geography

• Define and monitor conversion paths, which may cross on-site and off-site content

• Optimize content distribution for maximum engagement







“There are three objectives for content

marketing: reach, engagement, conversion.

Define key metrics for each.”

Michael Brenner, CEO, Marketing Insiders Group







stuff to remember

• Today’s buyer’s journey is a pretzel.

• Nearly every online buyer journey starts with search, more of which are mobile.

• Identify who and where your audience is, then connect with them.

• Create, publish and distribute keyword rich, intent optimized content via targeted channels.

• Measure everything, but especially true engagement –clicks and conversions.







Q & A

Download this deck from SlideShare

mintent.id/ELU-DataDrivenContent

Visit the Mintent blog

mintent.id/ELU-MintentBlog

Contact Me Anytime

[email protected]

thank you









http://mintent.id/ELU-MintentBlog

mailto:[email protected]?subject=ELU Data Driven Content webinar follow up

how to become a data driven content marketer · 2019-05-17 · wherever you’ve determined your...

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