Cracking the Content Marketing Code the Formula for Search-Friendly, Top-Converting Content - Slides
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1. The webinar discusses strategies for creating search-friendly, top-converting content including building a brand with quality content, optimizing content for search engine rankings by following Google's quality guidelines, and amplifying content reach and results through paid advertising and automated marketing programs. 2. Key tips include defining buyer personas, conducting a content gap analysis, choosing keywords strategically for different stages of the buyer's journey, ensuring mobile-friendliness, using links and social ads appropriately, and setting up automated lead nurturing. 3. Attendees can ask questions during the live Q&A session and will receive a copy of the presentation slides after the webinar.
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Cracking the Content Marketing Code the Formula for Search-Friendly, Top-Converting Content - Slides
- 1. #123webinar Cracking the Content Marketing Code The Formula for Search-Friendly, Top-Converting Content Live: Tuesday, 6/2/15 @ 1PM ET/10AM PT
- 2. #123webinar We drive revenue. Not just clicks and traffic. / About Webmarketing123 Paid Search SEO Content Creation Website Design
- 3. #123webinar 1. How can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box. Yes! We’ll email you a copy after the presentation. FAQs
- 4. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Crack Google’s Quality Code Master SEO to Let the Best Leads Find You 3 Put Your Content on the Map Amplify and Accelerate Results with Outbound. 4 Live Q&A Have Questions? Ask Away! On the Agenda
- 5. #123webinar Great content is essential to marketing. / Build a Brand with Quality Content Creating content that sells means creating a brand people like, recognize & trust.
- 6. #123webinar And, B2B branding is a big deal. / Build a Brand with Quality Content B2B brands actually drive more emotional connection than B2C brands. Source: Google and CEB, “From Promotion to Emotion: Connecting B2B Customers to Brands”
- 7. #123webinar And, B2B branding is a big deal. / Build a Brand with Quality Content Branding is a HUGE factor in B2B purchase decisions. Source: Google and CEB, “From Promotion to Emotion: Connecting B2B Customers to Brands”
- 8. #123webinar Great content is actually simple. / Build a Brand with Quality Content Successful content is useful and entertaining. The hard part is creating great content at scale for targeted inbound and outbound lead gen. Source: Content Marketing Institute, “Great Content Meets 2 Criteria: Does Yours?” Here lies the content that gets ignored.
- 9. #123webinar Define your target audience. Adapt content to readers via buyer personas. / Build a Brand with Quality Content 1 2 3 4 Job title Industry Skill level Company
- 10. #123webinar Then, run a content gap analysis. / Build a Brand with Quality Content How much content do you need to support the buyer’s journey for each persona? Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Chief Marketing Officer Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Blog: “7 Ways to Drive More Revenue with SEO this Quarter.” Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Webinar: “How to Build an Integrated Organic & Search.” Blog: “How to Convince Your Boss SEO is Worth the Price Tag.” eBook: “Digital Marketing Agency Buyer’s Guide.” Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”
- 11. #123webinar But, great content goes beyond branding. / Build a Brand with Quality Content Successful content means winning both prospects and search rankings.
- 12. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Crack Google’s Quality Code Master SEO to Let the Best Leads Find You 3 Put Your Content on the Map Amplify and Accelerate Results with Outbound. 4 Live Q&A Have Questions? Ask Away! On the Agenda
- 13. #123webinar Let the best leads find you. SEO leads cost 61% less and close 2X faster than other channels. / Crack Google’s Quality Content Code Inbound Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”
- 14. #123webinar Source: Search Engine Land, “The Quality Update: Google Confirms Changing How Quality is Assessed, Resulting in Ranking Shake-Up” First, pass Google’s quality standards. Google quietly rolled out the “Quality Update” in early May. Google confirmed “…that while no spam-related update had happened, there were changes to its core ranking algorithm in terms of how it processes quality signals.” It’s not Panda this time, but seemingly similar. / Crack Google’s Quality Content Code
- 15. #123webinar Choose your keywords carefully1 Consider what prospects will search at each stage of the funnel. / Crack Google’s Quality Content Code
- 16. #123webinar Buyer Stage Awareness Evaluation Purchase Marketing Analyst/Mgr. Chief Marketing Officer Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.” Blog: “7 Ways to Drive More Revenue with SEO this Quarter.” Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Webinar: “How to Build an Integrated Organic & Search.” Blog: “Why Investing in a Search Optimized Redesign is Worth the Price Tag.” eBook: “Digital Marketing Agency Buyer’s Guide.” Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.” Choose your keywords carefully1 Group keywords by theme and map them to the right LP. / Crack Google’s Quality Content Code
- 17. #123webinar Comply with “Mobilegeddon.”2 Make sure Google understands your site is mobile-friendly. Source: Google Webmaster Central Blog 1 Check if your site has the mobile-friendly search label. 2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report. 3 Check individual pages with Google’s Mobile-Friendly Test. 4 If you have an app, implement indexing for search now. / Crack Google’s Quality Content Code
- 18. #123webinar Embrace link building.3 Be wary of the Penguin, but don’t shy away from outreach! / Crack Google’s Quality Content Code
- 19. #123webinar Embrace link building.3 2 3 Get a list of your inbound links from Google Webmaster Tools. Ask the link source to remove the link. Use the Google disavow tool on all bad links. Conduct a link profile audit to identify bad links. 1 4 Resubmit your site for Google reconsideration.5 / Crack Google’s Quality Content Code
- 20. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Crack Google’s Quality Code Master SEO to Let the Best Leads Find You 3 Put Your Content on the Map Amplify and Accelerate Results with Outbound. 4 Live Q&A Have Questions? Ask Away! On the Agenda
- 21. #123webinar Second, amplify with outbound. Amplify content ROI with paid search and automated nurture programs. / Put Your Content on the Map Inbound Measure the success of organic programs and invest in revenue- driving content topics and types.* *First, make sure you can tie organic leads directly to revenue within your CRM.
- 22. #123webinar Accelerate organic success with paid.1 / Put Your Content on the Map When both paid and organic results are shown: Source: SEER Interactive Overall CTR for both organic and paid results rises from 6% to 56%.
- 23. #123webinar Encourage brand lift with social ads.2 / Put Your Content on the Map Bump up lead volume and brand engagement with LinkedIn Sponsored Stories. Location Industry Job Title Job Function Seniority Company Company size School Degree Field of Study Groups Skills Age and Gender Targeting Options:
- 24. #123webinar Encourage brand lift with social ads.2 / Put Your Content on the Map Capture lead emails in one click with Twitter’s Lead Gen Cards. Source https://business.twitter.com/success-stories/flevy 1,200 leads Lowest CPL of all marketing channels. Flevy Case Study
- 25. #123webinar Invest in an automated nurture program.3 Remarket to prospects that have already visited your site with paid social and search advertising. / Put Your Content on the Map
- 26. #123webinar 1 Build a Brand with Quality Content If You Build It, Leads Will Come. 2 Crack Google’s Quality Code Master SEO to Let the Best Leads Find You 3 Put Your Content on the Map Amplify and Accelerate Results with Outbound. 4 Live Q&A Have Questions? Ask Away! On the Agenda
- 27. #123webinar e: results@webmarketing123.com t: 800. 619. 1570 Let’s Talk! Get a 2nd opinion on your content strategy. In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search & Content What you can do to accelerate results now Mike Turner, Webmarketing123 Director of Business Development Thanks!
Hinweis der Redaktion
- Hello! Welcome to today’s webinar, “Cracking the Content Marketing Code: The Formula for Search-Friendly, Top-Converting Content.” Today we’ll talk about how to formulate more leads and higher search rankings with great content.
- Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital marketing agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue – not just clicks and traffic. We take pride in our metrics-driven approach to SEO, Paid Search, Content Creation, and Website Design. [Next Slide]
- Let’s also quickly cover a few frequently asked webinar questions: How can I ask questions? Simply type your questions directly in the GoToWebinar chat box, or if you prefer Twitter, feel free to tweet @webmarketing123 and/or tag your tweets with #123webinar. We really want to make this an interactive and helpful webinar for you, so please don’t be shy! Please feel free to tweet or chat us your questions. 2. Can I have a copy of the slides? Yes! We’ll email you a free copy after the presentation. No need to scramble to take notes! [Next Slide]
- B2B customer expectations are changing to match the best B2C retail experiences. (Source: http://www.oracle.com/us/corporate/press/2203413) That means creating content people actually like and want to share. Consumers look to brands to create educational, entertaining content about the products and services that will help makes their lives and/or jobs easier. Bottom line: Creating content that sells means creating a brand people recognize like, and trust. [Next Slide]
- B2B branding is a big deal. B2B brands actually drive more emotional connection than B2C brands.
- In fact, branding has a huge impact on the B2B purchase decision.
- Great content is (1) useful and (2) entertaining. The hard part is creating great content at scale for targeted inbound and outbound lead gen.
- Start by defining your target audience. Build buyer personas to clearly define your audience. A buyer persona gives your team better understanding of your audience by inferring a prospect’s specific wants and needs via job title, industry, skill level and company. Here’s an example from our team. Based on this buyer persona we know Jane is probably more interested in hearing about ways to “Finally, Tie Marketing Performance to Revenue” than “6 Ways to Optimize Your Landing Page for Conversion.” The latter is more suitable for a Marketing Manager or Coordinator who reports to Jane. Ultimately, tailor your content to your audience. After all, to better understand your prospect is to better convert your prospect.
- Then run a content gap analysis. What content types or topics are you missing to complete the buyers journey for each persona?
- But, great content goes beyond branding. Successful content means winning both prospects and search rankings.
- Marketers love inbound leads, and with good reason: SEO leads cost 60% less and close two times faster then other channels. To be clear, “letting the best leads find you” does not equal kicking up your feet and waiting for the phone to ring. Even inbound marketing involves an active promotion plan. As 71% of purchase decisions start with a search engine, you need to be present where prospects are looking: Page 1 of Google. (Source: Brafton)
- First, pass Google’s definition of quality. Google quietly rolled out the “Quality Update” in early May.
- First, choose your keywords carefully. Think about what phrases prospects are most likely to use at each research stage. We’ll use our own industry as the basis for our keyword examples. Stage 1: Awareness Educate prospects on the value of your product. Keyword examples: “SEO best practices”, “SEO for lead generation.” Stage 2: Consideration Build the business case for investment. “SEO analytics solutions”, “SEO ROI reporting.” Stage 3: Purchase Give the prospect a reason to choose you over your competitors. Keyword examples: “digital agency cost”, “digital agency comparison”, “how to choose an agency.” Finally, expand your keyword list by buyer persona. (Remember the Marketing Director, Jane Smith?) List keywords that would be relevant to each buyer persona at each stage of the funnel. Tip: If you’re worried you don’t have the resources to create this much content before launching your SEO campaign, you’re not alone. For those starting from scratch, think of this more like a “crawl, walk, run” scenario. Start by optimizing core product or service keywords and later expand by research stage and persona. Create a “tip” callout box.
- Remember this? Use this as a guide to create a keyword mapping doc. Group keywords by theme and map them to the right landing page.
- Comply with Mobilegeddon.
- Embrace link building. Many marketers shy away from this tactic out of fear perpetuated by various iterations of Google’s Penguin update, a search algorithm designed to punish websites with spammy link profiles. While you must absolutely practice caution and maintain a clean link profile, abandoning link building efforts altogether means sacrificing your search rankings. The trick is to maintain a clean link building profile, while active reaching out to editors to feature your content and link back to you. You need to have a strategic content distribution plan to gain a diverse portfolio of links that are relevant to your area of expertise. This in turn will help you rise in organic search rankings.
- Here’s how to keep a clean link building strategy. First, get a list of your inbound links using Google Webmaster tools. Identify the bad or spammy links in that list. First, try asking the link source to remove the link. If that does not work, use the Google disavow tool to report the suspect links. Finally, resubmit your site for Google’s reconsideration. If you’re diligent about keeping a clean link profile, you’ll be very likely to make it through the next Penguin update unscathed. As Cyrus Shepard from Moz once said, “At its best, good link building is indistinguishable from good marketing.”
- Second, multiply content ROI with link building and automated nurture programs. Identify top content by first analyzing organic performance and multiplying reach with these essential tactics. To do this, make sure you can tie organic leads directly to revenue within your CRM.
- Start by accelerating organic success with paid.
- LinkedIn Sponsored Stories are paid ads with invaluable targeting options. (List the options above.) We’ve seen great results for many of our clients and internally for both of these ads.
- Lead Gen Cards allow you to capture email addresses in one click. Here’s how it works: If a user views the expanded tweet and clicks on the CTA, “Get our Free Toolkit” in this example, the brand will receive the user’s full name, Twitter handle, and email address. The user then receives the offer they signed up for. The lead info is then ready for download in the brands Twitter account. In this B2B example from Twitter, Flevy gained 1,200 leads a the lowest CPL of all marketing channels. If you haven’t tried this already, Twitter lead gen cards are absolutely worth testing. Case Study Sources: https://twitter.com/flevydocs/status/461995551265804290 ; https://business.twitter.com/success-stories/flevy
- Finally, give remarketing a shot. Remarketing essentially gives you a second chance to convert those visitors with tailored ad copy based on their previous actions. Here’s an example of remarketing using Google AdWords: A prospect searches for “marketing automation software comparison.” Google serves them an organic listing for your website featuring the “Marketing Automation Software Buyer’s Guide” eBook. The prospects clicks on your website, quickly skims the landing page, but decides to go to lunch before downloading the content. While that same lead is at lunch, browsing the ESPN commentary on last night’s game, a display add featuring that same eBook pops up on their screen. They click and decide to download the eBook right then and there. If it weren’t for remarketing, that lead may have been just another lost opportunity. Not to mention, Facebook and Twitter have also introduced ways to remarket to users on their respective ad platforms. Remarketing is a must-have tactic for your content marketing arsenal.
- Thanks for joining us today! I realize we covered quite a bit of information today. If you need professional digital marketing help drop us a line at results@webmarketing123.com or give us a call at 800.619.1570. We are offering FREE, 30 minute consultations for our webinar attendees. We’ll cover where you rank in relation to competitors Measure your revenue opportunity from Search & Content What you can do to accelerate results now. Thanks again for your time everyone! Hope to see you on the next webinar. [Next Slide]