Be king of your content marketing - CIM - Feb 2015
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Content marketing involves creating and sharing media to build an audience and engage users. It can inform, educate, and entertain readers while also promoting a brand's messages and calls to action. Effective content marketing requires planning an editorial calendar, publishing different types of multi-format content regularly, and promoting content through social media, search optimization, and other channels to attract prospective customers and track results. Creating useful, high-quality content that addresses audiences' needs and questions can help build traffic and conversions over time when supported by the right tools and strategies.
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Be king of your content marketing - CIM - Feb 2015
- 1. Content Marketing 101 Building an audience & growing your business
- 2. About me Jon Norris (not Robin or Ashley) @Jn_Norris http://jonnorris.work
- 3. What is content marketing? • It’s a way of building traffic to your website • It’s building engagement with your users • It’s the creation and sharing of media • It’s the centre of your social media, SEO and paid advertising strategies
- 4. Old media
- 5. With content marketing... You own the magazine AND the advertising
- 6. To build an audience... Channel your inner BBC • Inform • Educate • Entertain
- 7. Inform GE Reports • Stories from around GE • Highly visual • 300k visitors
- 8. Educate Simply Business • Educational microsites • Step-by-step • Videos
- 9. Entertain Red Bull • Colossal budgets • Amazing content • Logos everywhere!
- 10. Different purpose / different traffic Entertaining (viral) Informative Educational (evergreen)
- 11. It’s not about you... It’s about your audience
- 12. But where to get ideas? What will bring prospective customers to your site? • Frequently asked questions • Free resources & tools • Engaging content • Something that addresses a specific need
- 13. But how to publish them? Think multi-format. Just text is boring (but is important for search). • Images / video • Social hooks / interviews • Topical content
- 14. But how to plan it? • Get an editorial calendar • Stick to it • Post regularly (not necessarily often)
- 15. But how to promote it? • Engage relevant audiences • Social channels • Internal linking • Search optimisation (more on that later) • Publishing is the halfway point!
- 16. But how to win business? • Include brand messages • Include calls to action (“Sign up now” etc.) • Encourage readers to share / comment • Collect personal details in a clever way
- 18. How do you know it’s working? • Google Analytics • Set up goals and track conversion rates by post • Use successful posts as inspiration for more content • Track lead quality by source (to determine where the right audience is)
- 19. An example Invoice templates • Great “gateway drug” • High search traffic • Useful! • Dedicated ongoing promotion
- 20. An example
- 21. It works!
- 22. Search optimisation • Important keywords in title, URL and body • Internal links with exact-match anchor text (e.g. invoice templates) • External links (either earned or owned) • Rule of thumb: Great content promotes itself
- 23. Useful tools - research • Keyword Planner - search volumes • Internal site search - what are people looking for? • Forums - what do people struggle with? • Social media - ask people!
- 24. Useful tools - production • Wordpress - other CMS are available • GIMP (free) / Photoshop (£9pm) - image editing • YouTube / Instagram - social network of choice for your content • Twitter - @AP_Planner for topical content, Buzzsumo to find influencers
- 25. Useful tools - promotion • Yoast - search optimisation (Wordpress plugin) • Hootsuite - social promotion • Reddit / Quora • Paid options - Outbrain / Taboola
- 26. Useful tools - lead gen • Marketo / Pardot - lead nurturing • MailChimp - email signup • SumoMe - conversion optimisation
- 27. Content Strategy is these things working together • Ideation • Creation • Publication • Promotion • Audience attraction • Conversion
- 28. At scale... • Planning is key • Get processes in place • Involve everyone • Every month: • Measure • Report • Optimise
- 29. Never ever • Try to mislead your audience • Try to cheat Google • Make your content “me, me, me!” • Announce blog posts with a press release (apparently people still do this)
- 30. Thank you! Hire me - http://jonnorris.work
Editor's Notes
- Ashley
- Ashley
- Ashley
- Ashley
- Ashley
- Show bad ones!
- hey jon….hey jon….hey. you’re a penis. balls
- Robin?
- Ashley