Using "Content Marketing" to grow your business in 2017 is virtually a necessity. The most effective content marketers use a strategic approach to ensure that the time, energy and money they invest in developing content has a measurable return on investment (ROI). Furthermore, for content to be effective, we often find that we need to distribute it in multiple ways: the web, social media channels, and email, just to name a few. In this session, we'll talk about how to translate your content marketing strategy into real results for your business, including: * How to continuously improve your content based upon insights from your analytics & other sources * How to ensure your content gets the visibility it needs (major starting hint: use WordPress!!) * How to promote and "atomize" your content to get the maximum return on investment! This talk was originally presented at WordCamp Miami 2017 on March 25, 2017

6. Visitors Subscribers Contacts Leads
Qualified Prospects Customers Referral Sources

8. Check Keyword reports
Check Google Trends
Check Referral Traffic reports

9. Consider driving traffic sitewide
Highlight it on your site’s home page
Make it visible from other top entry
pages

10. Promote it with paid traffic
Google AdWords
Facebook Ads
LinkedIn Ads

11. “Atomize” it

12. Prominently place share buttons,
show share counts, etc
Put an opt-in on it
Consider paid promotion
“Atomize” it

13. Looking for factors that might get in
the way of good search engine
performance
Front-end / design problems (mobile
responsiveness, errors, etc.)
Load time
Other essentials

14. Is this useful?
More powerful question: Will this get
used?
Refine based upon insights gained
from continuous improvement
processes

16. B2B? Job Seekers? Business
professionals? LinkedIn Pulse
Column on Medium
Guest post?
Talk for conference(s)?
Facebook: Video
YouTube: Video
Podcast? (or Audio Player)

17. Does it lend itself to being
converted to an infographic?
New post? Embed into existing post?
Email to
Bloggers & Influencers
Should it be included in an email
sequence?
Follow-up for lead magnet
Welcome sequence for new
subscribers (“best of”)
Trade groups & other hubs
Facebook & LinkedIn groups /
forums
Visual social networks

18. Great case study: Brushy Bear
Highly engaging & shareable
Video: 2.7M Facebook views
Spending approx. $.004 per view

19. GrowTheDream.com/WCMIA
@TheDavidJohnson