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WordStream & Moz Present: How Content Marketing REALLY Works [Webinar]

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WordStream & Moz Present: How Content Marketing REALLY Works [Webinar]

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Done right, content marketing has huge potential to build your brand and your business. But most content marketing fails because even the best content doesn't convert to leads directly. So how does it work?

In this webinar, Larry Kim of WordStream and Rand Fishkin of Moz reveal the secrets to producing and marketing GREAT content. You'll learn:

-How to make an awesome impression with awesome content
-How to use unpaid and paid promotion (like remarketing) to bring visitors back to your site
-How to create an optimized conversion funnel to close those leads!

For more information on WordStream, visit www.wordstream.com.

Done right, content marketing has huge potential to build your brand and your business. But most content marketing fails because even the best content doesn't convert to leads directly. So how does it work?

In this webinar, Larry Kim of WordStream and Rand Fishkin of Moz reveal the secrets to producing and marketing GREAT content. You'll learn:

-How to make an awesome impression with awesome content
-How to use unpaid and paid promotion (like remarketing) to bring visitors back to your site
-How to create an optimized conversion funnel to close those leads!

For more information on WordStream, visit www.wordstream.com.

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WordStream & Moz Present: How Content Marketing REALLY Works [Webinar]

  1. 1. How Content Marketing Really Works: From Top of Funnel to Closed Lead Brought to you by: www.wordstream.com/learn #contentremarketing
  2. 2. www.wordstream.com/learn Want to get smart in paid search? #contentremarketing
  3. 3. Today’s Presenters Larry Kim Founder & CTO, WordStream @LarryKim Rand Fishkin Founder, Moz @RandFish #contentremarketing
  4. 4. #contentremarketing
  5. 5. #contentremarketing
  6. 6. #contentremarketing
  7. 7. #contentremarketing
  8. 8. #contentremarketing
  9. 9. #contentremarketing
  10. 10. #contentremarketing
  11. 11. #contentremarketing
  12. 12. #contentremarketing
  13. 13. #contentremarketing
  14. 14. Check out Quicksprout’s Guide to Content Syndication Networks #contentremarketing
  15. 15. Triple the Sales and Leads from your Content Marketing Efforts! Content Remarketing! #contentremarketing
  16. 16. Why CONTENTREMARKETING? #contentremarketing
  17. 17. 750k Monthly Visitors / Month, Growing +8% per month Content Marketing Success? #contentremarketing
  18. 18. SUCCESS?
  19. 19. Problem #1: Low Visitor Engagement #contentremarketing
  20. 20. Problem #2: Most Content Did Poorly •5% of Content = 56% of Page views •Half of Content < 500 Page views #contentremarketing
  21. 21. 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 #contentremarketing
  22. 22. So, Actual Situation More Like …
  23. 23. Problem #4: Low Brand Recall #contentremarketing
  24. 24. How does CONTENTREMARKETINGreally work? #contentremarketing
  25. 25. #contentremarketing
  26. 26. How to make STEP 2 (Promotion) & Step 3 (Sales) happen with greater magnitude & frequency ? #contentremarketing
  27. 27. Content Marketing + Remarketing = Content Remarketing
  28. 28. Introducing Content Remarketing •Amplify/promote your content to the right people •Dramatically accelerate & increase brand recall •Generate Sales and Qualified leads #contentremarketing
  29. 29. 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 #contentremarketing
  30. 30. ADVERTISE Target your audience with display & social ads promoting offers FILTERApplybehavioral and demographic filters on audience CONVERTCapture qualified leads or sale #contentremarketing
  31. 31. 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 #contentremarketing
  32. 32. 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. #contentremarketing
  33. 33. Lets Review Some Key Steps in Detail.
  34. 34. Paid Content Amplification on Social Media
  35. 35. Facebook Organic Reach Stinks #contentremarketing
  36. 36. But Don’t Delete Your Account Yet! #contentremarketing
  37. 37. How does stuff go “Viral”?
  38. 38. Article Published On Friday at 5PM EST #contentremarketing
  39. 39. Shared Content on my Social Media #contentremarketing
  40. 40. Picked Up in Marketing Land 2 Hours Later… #contentremarketing
  41. 41. Exponential Growth #contentremarketing
  42. 42. Key Takeaway: You Need Interesting Content + Influential People Finding Your Stuff
  43. 43. People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too. #contentremarketing
  44. 44. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStreamArticles # of Social Shares #contentremarketing
  45. 45. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStreamArticles # of Social Shares #contentremarketing
  46. 46. How To Target Super Connectors on Social Media?
  47. 47. Targeting Super-Connectors on Facebook #contentremarketing
  48. 48. Targeting Super-Connectors on Twitter #contentremarketing
  49. 49. Not All Your Content is Interesting to Super-Connectors
  50. 50. Probably Won’t End Up in The Wall St. Journal… #contentremarketing
  51. 51. Paid Social Promotion to Regular Fans Makes All of Your Content Do Better. WordStreamArticles # of Social Shares #contentremarketing
  52. 52. How To Target Fans (Regular People) on Social Media?
  53. 53. Targeting Fans on Facebook: Should I Boost Posts? #contentremarketing
  54. 54. “Boost Post on Facebook”: IT’S A TRAP!
  55. 55. #contentremarketing Boost Post is Too Untargeted
  56. 56. Target Using Remarketing #contentremarketing
  57. 57. Target Fans With Post Engagement Ads #contentremarketing
  58. 58. Targeting Fans on Twitter #contentremarketing
  59. 59. Targeting Fans on Google+ Using +Post Ads and Retargeting #contentremarketing
  60. 60. After Before The Flywheel Effect of Social Promotion #contentremarketing
  61. 61. 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 #contentremarketing
  62. 62. Converting Blog Traffic To Leads With Remarketing
  63. 63. #contentremarketing Google Display Network is Everywhere
  64. 64. #contentremarketing Massive Reach on Google Display Network*
  65. 65. Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories! #contentremarketing Remarketing Audience Definition
  66. 66. Conversion Rates Increase With More Ad Impressions #contentremarketing Conversion Rates Double Over Time
  67. 67. •Set Membership Duration: 3x Avg. Sale Cycle •Set Impression Caps to Unlimited! •Run Multiple Ads Per Campaign! #contentremarketing Be Bold! Get Tons of Ad Impressions
  68. 68. Higher CTR = Lower CPC Every 0.1% Increase/Decrease in CTR = +/-20% CPC #contentremarketing Quality Score on Google Display Network
  69. 69. 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) #contentremarketing The High CTR Game for Content Remarketing
  70. 70. Ad Quality on Google Display Network is Terrible 67.5% of “Display Ads” are actually Text Ads posing as Image Ads #contentremarketing
  71. 71. 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% #contentremarketing
  72. 72. GoogleDisplay Network Ad Format CPC (USD) Text $2.31 Custom Image $0.48 Huge 381% tax on Text vs. True Image Ads #contentremarketing
  73. 73. Push Display Ads Back To Your “Hard” Offers #contentremarketing
  74. 74. Tip: Do a Conversion Path Analysis •Define audience segments using the pages that most often lead to a conversion event #contentremarketing
  75. 75. Push Display Ads Back To Your Content #contentremarketing
  76. 76. Identify and Promote These Like Crazy Not All Content is Equal: Only Promote Your Best Stuff #contentremarketing
  77. 77. These Emotions Make People Click on Things #contentremarketing
  78. 78. Great Display Ads Look More Like Content #contentremarketing
  79. 79. 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. #contentremarketing
  80. 80. Diversify Ad Formats To Maximize Impression Share #contentremarketing
  81. 81. 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% #contentremarketing
  82. 82. Key Tip! Apply Demographic and Behavioral Filters •Overlay User Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc. #contentremarketing
  83. 83. WHY Content Remarketing?
  84. 84. Huge Increase in Repeat Visitors Repeat Visitors Increased by 50%! #contentremarketing
  85. 85. Huge Increases in Time on Site #contentremarketing
  86. 86. Massive Increase in Brand Awareness (Direct Traffic) #contentremarketing
  87. 87. Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys
  88. 88. Key Takeaways #contentremarketing •Content Remarketing Greatly AMPLIFIES Content Marketing •Remarketing = Commercial Intent via Audience + Demographics = WIN •Huge Impact on Content Engagementand Brand Recall
  89. 89. Thanks Guys! #contentremarketing
  90. 90. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages #contentremarketing

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