Content is King: Kick Starting Your Content Marketing Efforts

1. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing in 2015: SEO, Content Marketing & Social Media Northwoods TUG Meeting June 2015 Presented by: Rachel Carter Digital Marketing Strategist @Rachel_Carter88 Amanda Koehler Senior Consultant, Digital Marketing @AmandaRKoehler

2. What are your digital marketing goals?

3. Digital Marketing Sales

4. Process for Generating Leads on your Website Awareness Engagement Interaction Increase your online brand awareness by making sure your users can find you. Engage with your users by providing useful and relevant content for their consumption. Convert your users into leads through points on interaction on your website. Measure Success

5. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing Engagement Content Marketing

6. What is Content Marketing? • Strategic marketing approach focused on creating and distributing valuable, relevant and consistent content

7. Steps for Content Marketing Strategy Competitive Analysis Content Topic Development Measure Success Content Marketing Strategy+ + =+Amplify Content

8. Competitive Analysis – Traffic Sources

9. Competitive Analysis - Keywords Competitor 1 Competitor 2 Competitor 3 Keyword Competitor 1 Ranking Competitor 2 Ranking Competitor 3 Ranking ge healthcare ultrasound 16 3 5 ultrasound supplies 6 3 12 ultrasound probe holder 4 12 8 ge medical systems ultrasound 16 1 7 radiation therapy products 2 11 1 tee probe storage 6 19 3 scan ultrasound gel 6 15 5 ge ultrasound transducers 18 2 1 ultrasound accessories 4 1 4 probe covers 6 >20 17

10. Competitive Analysis • Conduct backlinking analysis – is your competitors’ content increasing referral traffic?

11. Competitive Analysis - How your organizations stack up

12. Competitive Analysis - How your organizations stack up

13. Competitive Analysis • Read your competitors content • Study what and when they’re posting

14. Competitive Analysis • Find out how your competitor’s content is moving through social channels

15. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing Engagement Develop Content Topics

16. Content Inventory • What content do you have on hand? What’s missing? Page ID 1.0 1.1 2.0 Page Title About Our Company Case Studies Meet Our Executives URL companyabc.com companyabc.com/case-studies companyabc.com/our-executives Intended Audience/Market All clients Manufacturers Potential clients Content Type General Page Case Study Short biographies Notes Basic information about our company Case studies - general Links/CTA Contact Us Download White paper Contact Us

17. Repurpose Existing Content • Repurpose the content you have like press releases, case studies and trade show materials

18. Identify Content Topics Keyword Research Google Analytics Data Interviews with customers & sales Content Topics + + =+Social Data

19. Things to Keep in Mind • Your Angle- Why is this piece of content worth reading? What’s unique about it? • Your Value Proposition – Why is your organization an authority on this topic? • Your Audience – Who are you trying to reach with this content? • Desired Outcome – What do you want your audience to do after they read this?

20. Example Topic: Keyword Research

21. Example Topic: Keyword Research

22. Example Topic: Keyword Research How to Install a Car Seat

23. Example Topic: Google Analytics Data • Study your site’s Google Analytics data • Site search – in Titan or GA

24. Example Topic: Google Analytics Data

25. Example Topic: Google Analytics Data

26. Example Topic: Social Media Data

29. Example Topic: Interviews

32. Editorial Calendar • Create an editorial calendar to guide content marketing efforts • Blog entries • Articles/whitepapers • Social publishing calendar • PR efforts

33. Editorial Calendar Example

34. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing Engagement Amplify Content

35. Identify Influencers • Find influencers within your space and pitch content to them • Traditional journalists, bloggers, industry publication

36. Marketing Automation • Consider a content marketing campaign for another level of engagement and lead nurturing

37. Social Competitive Analysis • Study competitors’ social media efforts

38. Twitter Lists

39. Facebook Analytics - Keep tabs on selected companies - Watch their engagement and read what they’re sharing

40. Optimize Your Profiles • More than 2 billion social searches conducted daily • Optimize your profiles for search • Use hashtags, location, pictures, etc.

41. What channels should I use?

42. Explore New Channels • Claim your username • Find new channels • Use NameChk to find new channels

43. Explore New Channels: NameChk

44. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing Engagement Measure Your Success

45. Traffic to Your Content Content Page Total Pageviews Time on Page Internal Paid Traffic Search Traffic Content Topic 1 21,262 1:32 16% 82% 0% Content Topic 2 19,526 2:15 17% 69% 6% Content Topic 3 17,277 :35 9% 89% 0% Content Topic 4 14,523 1:34 41% 56% 0% Content Topic 5 12,953 1:10 89% 3% 0% Content Topic 6 10,171 :59 86% 4% 2% Content Topic 7 9,799 4:54 12% 69% 0% Content Topic 8 5,248 1:24 12% 85% 4% Content Topic 9 5,121 6:34 77% 9% 1% Content Topic 10 1,232 :35 5% 34% 42%

46. Leads from your Content Topics Content Topic 1 Content Topic 2 Content Topic 3 Content Topic 4 Content Topic 5 Content Topic 6 Content Topic 7 Content Topic 8 Content Topic 9 Content Topic 10

47. Traffic from Amplification Content Page Total Pageviews Time on Page Social Traffic Email Traffic Content Topic 1 21,262 1:32 1% 1% Content Topic 2 19,526 2:15 3% 4% Content Topic 3 17,277 :35 0% 1% Content Topic 4 14,523 1:34 1% 2% Content Topic 5 12,953 1:10 2% 5% Content Topic 6 10,171 :59 3% 5% Content Topic 7 9,799 4:54 12% 7% Content Topic 8 5,248 1:24 0% 1% Content Topic 9 5,121 6:34 8% 5% Content Topic 10 1,232 :35 5% 14%

48. Traffic from Amplification

49. Leads from Amplification

50. Social Metrics

51. northwoodsoft.com | LearnAtNorthwoods.com | @northwoods Digital Marketing in 2015 Key Takeaways

52. Key Takeaways 1. SEO, Content Marketing and Social Media are all necessary parts of an effective digital marketing strategy 2. Use your data and your competitors’ data to inform your content marketing 3. Use an editorial calendar to manage your time 4. Amplify your message through marketing automation and social strategies 5. Measure the success

53. Effort Needed • Research, Topic Development, Editorial Calendar Set-Up time • Content Creation Time • Weekly Effort • Daily Effort

54. People Needed Content Strategist Editor Web Writer (Journalist) SEO Specialist Analytics Specialist Social Media Specialist CMS Admin Content Strategist Editor Web Writer (Journalist) SEO Specialist Analytics Specialist Social Media Specialist CMS Admin Skills & Roles at Northwoods

55. Questions

56. Tools • Moz: Leader in SEO you can use to find your site’s (and competitor’s site) domain authority, backlinks, etc. Visit www.moz.com • BuzzSumo: Discover how content moves through social networks and find popular channels among your vertical. Visit www.buzzsumo.com • SEM Rush: Discover how your competitors are performing with organic and paid keywords. Visit www.semrush.com • Rival IQ: Analyze and compare your competitor’s social media and content marketing efforts. Visit www.rivialiq.com • Google Analytics: Free tool from Google you can use to find out information about your site visitors. Visit www.google.com/analytics • Google Keyword Planner: Free tool from Google, found within Google Adwords to research keywords and monthly volume. Visit http://adwords.google.com/KeywordPlanner • Social Analytics: Most social channels analytics info including number of visits, engagement, etc. Find this data within each social channel. • SimilarWeb: Free tool you can use to estimates the number of visitors a website receives. Visit www.similarweb.com • NameChk: Find out if your name is available on social channels and discover new social networks. Free. Visit www.namecheck.com

57. Learn More at Northwoods Workshop • SEO in 2015 & Beyond • Content is King: Kick Starting your Content Marketing Strategy • Social Media in 2016 • Advanced Google Analytics Register at www.learnatnorthwoods.com

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