How to ELEVATE the Results of Your Content Marketing

Ian Cleary | @IanCleary

Founder RazorSocial and OutreachPlus

@IanCleary

I’m an Inbound and Outbound Marketer

@IanCleary

5 Step ELEVATE FRAMEWORK

@IanCleary

Build on your foundation

STEP 1

@IanCleary

@IanCleary

Optimize your website ScreamingFrog.com

@IanCleary

Do a site audit SEMrush.com

@IanCleary

Start your content research

@IanCleary

Keywords competitors are ranking for SEMRush.com

@IanCleary

Find out influencers related to topics BuzzSumo.com

@IanCleary

Sub topics to include in your content AnswerThePublic.com

@IanCleary

Can you rank?Use Moz’s Opensite Explorer (OSE)

moz.com/researchtools/ose/

@IanCleary

Moz toolbarCan you rank? moz.com/researchtools/ose/

Content Goals and Funnels

STEP 2

@IanCleary

@IanCleary

Create content for each phase of the funnel

AWARENESS

CONSIDERATION

CONVERSION

RETENTION

ADVOCACY

@IanCleary

BLOG POST With Content Specific Optin

Custom Audience

Map out the funnels

GOAL:

10% Conversion

Optsin?

Yes

No

Facebook Ads Landing Page

Join Webinar?

YES

YES

Email 1Email 2Email 3Email 4with offer

EMAIL SEQUENCE

@IanCleary

Track every stage of your funnel

Create and Publish Content

STEP 3

@IanCleary

@IanCleary

Build your editorial calendar

Strategic content could be

10x more work but have

1000x more value

@IanCleary

@IanCleary

Pillar content

PILLARCONTENT

YOUR WEBSITE Related ArticleFORBES

Related ArticleHUFF POST

Related ArticleINC

Related Article

ENTREPRENEUR

@IanCleary

The Conversation PRISM

Ranking for 527 keywords

3.27k backlinks

Links from 622 domains

@IanCleary

Utility

Example Pillar Content

Related ArticleFORBES

Related Article

HUFF POSTOutreachPl

us

Related Article

ENTREPRENEUR

Link301 Redirect

Broken Link

Search

@IanCleary

Microsite

Moving from pillar content to pillar concept

OutboundMarketing

STEP 4

@IanCleary

@IanCleary

Content Pre-promotion

@IanCleary

Social distribution Agorapulse.com

@IanCleary

Email Outreach

Build backlinks

Get press mentions

Guest posts on authority websites

Influencer outreach

@IanCleary

Biggest problems with Email Outreach

NOT TARGETING THE RIGHT AUDIENCE

NOT ENOUGH PERSONALIZATION

NOT FOLLOWING UP

?

0

@IanCleary

@IanCleary

BuzzSumo monitoring for mention links BuzzSumo.com

@IanCleary

Get press links

@IanCleary

Email outreach OutreachPlus.com

@IanCleary

Email outreach OutreachPlus.com

Analyze andOptimize

STEP 5

@IanCleary

@IanCleary

Custom Audience

Optimize your funnel

Optsin?

Yes

No

Facebook Ads Landing Page

Join Webinar?

YES

YES

Email 1Email 2Email 3Email 4with offer

EMAIL SEQUENCE

Download

Exit Intent Pop-up

BLOG POST With Content Specific Optin

GOAL:

10% ConversionGOAL:

15% Conversion

@IanCleary

Not entering your funnel OptinMonster.com

@IanCleary

List segmentation to help with retention

@IanCleary

ConvertKit Abandon sequence ConvertKit.com

@IanCleary

Goal Visualization Google Analytics

5 Step ELEVATE FRAMEWORK

@IanCleary

THANK YOU

@IanCleary

Ian Cleary | @IanCleary

Interested in outreach?Interested in ELEVATE

RazorSocial.com OutreachPlus.com