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How Content Marketing Really Works: From Top of Funnel to Closed Lead
Brought to you by:
www.wordstream.com/learn
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www.wordstream.com/learn
Want to get smart in paid search?
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Today’s Presenters
Larry Kim
Founder & CTO, WordStream
@LarryKim
Rand Fishkin
Founder, Moz
@RandFish
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Check out Quicksprout’s Guide to Content Syndication Networks
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Triple the Sales and Leads from your Content Marketing Efforts!
Content Remarketing!
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Why CONTENTREMARKETING?
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750k Monthly Visitors / Month, Growing +8% per month
Content Marketing Success?
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SUCCESS?

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Problem #1: Low Visitor Engagement
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Problem #2: Most Content Did Poorly
•5% of Content = 56% of Page views
•Half of Content < 500 Page views
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Problem #3: Low Conversion Rates
Key Challenge: Avg. conversion rate from blog content viewer to converted lead was low single digits.
Traffic Generation Activities
Customer Signup
Offer Sign Up
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So, Actual Situation More Like …

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Problem #4: Low Brand Recall
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How does CONTENTREMARKETINGreally work?
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How to make STEP 2 (Promotion)
& Step 3 (Sales) happen with greater magnitude & frequency
?
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Content Marketing + Remarketing = Content Remarketing

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Introducing Content Remarketing
•Amplify/promote your content to the right people
•Dramatically accelerate & increase brand recall
•Generate Sales and Qualified leads
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How Content Remarketing Works
CREATEProduce content& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing audience by tagging site visitors with a cookie
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ADVERTISE
Target your audience with display & social ads promoting offers
FILTERApplybehavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
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Content Remarketing…
Where Content Remarketing Fits
in the Inbound Marketing Funnel
Lead Capture / Nurturing
Social Media Promotion
Blogging /Content Creation
Relies on having great content
Dramatically amplifies social visibility
Makes this happen faster and more often
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Where Content Remarketing Fits In
SEO & Content Marketing
PPCMarketing
Social MediaMarketing
Content Remarketing!
Content Remarketing is on the Intersection of Social, Content and PPC Marketing.
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Lets Review Some Key Steps in Detail.

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Paid Content Amplification on Social Media

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Facebook Organic Reach Stinks
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But Don’t Delete Your Account Yet!
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How does stuff go “Viral”?

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Article Published On Friday at 5PM EST
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Shared Content on my Social Media
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Picked Up in Marketing Land 2 Hours Later…
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Exponential Growth
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Key Takeaway:
You Need Interesting Content
+ Influential People Finding Your Stuff

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People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too.
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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”
WordStreamArticles
# of Social Shares
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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”
WordStreamArticles
# of Social Shares
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How To Target Super Connectors on Social Media?

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Targeting Super-Connectors on Facebook
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Targeting Super-Connectors on Twitter
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Not All Your Content is Interesting to Super-Connectors

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Probably Won’t End Up in The Wall St. Journal…
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Paid Social Promotion to Regular Fans Makes All of Your Content Do Better.
WordStreamArticles
# of Social Shares
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How To Target Fans (Regular People) on Social Media?

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Targeting Fans on Facebook: Should I Boost Posts?
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“Boost Post on Facebook”:
IT’S A TRAP!

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Boost Post is Too Untargeted

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Target Using Remarketing
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Target Fans With Post Engagement Ads
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Targeting Fans on Twitter
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Targeting Fans on Google+ Using +Post Ads and Retargeting
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After
Before
The Flywheel Effect of Social Promotion
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Summary: The Key Audiences to Promote Content To…
1.Super-Connectors: Promote content to highly influential (authors, journalists, influential folks in your space, etc.)
2.Fans (Regular People): Target fans (existing followers) and use remarketing
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Converting Blog Traffic To Leads With Remarketing

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Google Display Network is Everywhere

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Massive Reach on Google Display Network*

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Define a Customized List of Users to Target Your Ads
Tip: Use Existing Blog Categories!
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Remarketing Audience Definition

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Conversion Rates Increase With More Ad Impressions
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Conversion Rates Double Over Time

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•Set Membership Duration: 3x Avg. Sale Cycle
•Set Impression Caps to Unlimited!
•Run Multiple Ads Per Campaign!
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Be Bold! Get Tons of Ad Impressions

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Higher CTR = Lower CPC
Every 0.1% Increase/Decrease in CTR = +/-20% CPC
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Quality Score on Google Display Network

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1.Get HIGH CTRs not Low CTRs
2.You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)
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The High CTR Game for Content Remarketing

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Ad Quality on Google Display Network is Terrible
67.5% of “Display Ads” are actually Text Ads posing as Image Ads
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Image Ads Do Better Than Faux Image Ads (Text as Image)
Ad Format on Google Display Network
ClickThrough Rate
Text ads
0.23%
Image ads
0.31%
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GoogleDisplay Network Ad Format
CPC (USD)
Text
$2.31
Custom Image
$0.48
Huge 381% tax on Text vs. True Image Ads
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Push Display Ads Back To Your “Hard” Offers
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Tip: Do a Conversion Path Analysis
•Define audience segments using the pages that most often lead to a conversion event
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Push Display Ads Back To Your Content
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Identify and Promote These Like Crazy
Not All Content is Equal: Only Promote Your Best Stuff
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These Emotions Make People Click on Things
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Great Display Ads Look More Like Content
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14 Ad Formats on Google Display Network
•Vertical rectangle: 240 x 400
•Mobile leaderboard: 320 x 50
•Banner: 468 x 60
•Leaderboard: 728 x 90
•Square: 250 x 250
•Small square: 200 x 200
•Large rectangle: 336 x 280
•Inline rectangle: 300 x 250
•Skyscraper: 120 x 600
•Wide skyscraper: 160 x 600
•Half-page: 300 x 600
•Etc.
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Diversify Ad Formats To Maximize Impression Share
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These Display Ad Formats Get The Most Impressions
Ad Format
Share of
Impressions
Leader board (728 x 90)
25.5%
Inline rectangle (300 x 250)
25.1%
Banner (468 x 60)
12.0%
Wide skyscraper (160 x 600)
10.1%
Large Rectangle (336 x 280)
8.6%
Mobile leaderboard (320 x 50)
7.4%
Half-page (300 x 600)
4.3%
Square (250 x 250)
2.8%
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Key Tip! Apply Demographic and Behavioral Filters
•Overlay User Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc.
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WHY Content Remarketing?

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Huge Increase in Repeat Visitors
Repeat Visitors Increased by 50%!
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Huge Increases in Time on Site
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Massive Increase in Brand Awareness (Direct Traffic)
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Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys

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Key Takeaways
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•Content Remarketing Greatly AMPLIFIES Content Marketing
•Remarketing = Commercial Intent via Audience + Demographics = WIN
•Huge Impact on Content Engagementand Brand Recall

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Thanks Guys!
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www.wordstream.com/google-adwords
www.wordstream.com/landing-page
Grade Your AdWords Account
Grade Your AdWords Landing Pages
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