How to Create Killer Content to Drive Engagement, Conversion, and Revenue
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Becki Dilworth from Bridgeline Digital and Ann Handley from MarketingProfs discuss ways to create killer web content that drives engagement.
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How to Create Killer Content to Drive Engagement, Conversion, and Revenue
- 1. Content Rules: How to Create Killer Content to Drive Engagement, Conversion, and Revenue Becki Dilworth Vice President of Digital Strategy Bridgeline Digital Ann Handley Chief Content Officer MarketingProfs
- 4. PART 1 Making content a part of your online strategy
- 5. Catching Your Users The Bait: Creating content that attracts your users AND the search engines.
- 6. Catching Your Users The Hook: How to use content to engage your users once they’ve arrived. The Bait: Creating content that attracts your users AND the search engines.
- 7. Catching Your Users The Catch: Using the right tools to ultimately drive your users to your success metrics. The Hook: How to use content to engage your users once they’ve arrived. The Bait: Creating content that attracts your users AND the search engines.
- 8. The Bait
- 9. The Bait Your Target Audience Make sure you know WHO you want to attract and WHY Persona Who are they? What is their pain? How do you serve them? Avid fisherman – heads out at least once a month – has all the gear, reads all the books. Family fisher – Heads fishing a couple of times each summer, on camping trips with the kids. Cooler fisher – Considers beer as necessary gear when fishing - heads to the lake a few times each summer. Would fish everyday if he could – but has a hard time justifying continued time and expenses to the wife. Just wants to keep the kids happy. The easier the better when it comes to these stressful trips. Looking to relax with his buddies – but would love to show them a thing or two about fishing. Show him the latest and greatest – and give him tools to create wishlists for the wife. Show him your child-sized poles, and offer up books and activities to keep the kids busy. Books on fishing hot spots, the best bait for those spots and tips for reeling in the fish.
- 11. The Bait Sample Bait: SEO Understanding how your audience searches for your products/services
- 12. The Bait Attracting Your Audience Making sure your audience AND the engines visit you Relevant title – Clearly something that will give me the information I need. Clear, enticing description – Where the fish are biting? Exactly what I’m looking for. Trusted URL – Weather.com? Didn’t know they did fishing reports, but I’ll bite.
- 13. The Bait Anatomy Of The Bait Creating the bait that attracts users AND engines Title Tag: Write friendly, digestible headlines using the keywords your audience does. A string of keywords may not suffice – engines need to understand AND users need to click. Meta Description: Front load your keywords – people read the first few words – make sure they interact well with each other. URLs: This example is less than ideal – get your target terms toward the front and make the URL easy to read. Your URL is where you can convey your brand – and trust.
- 14. The Hook The Catch: Using the right tools to ultimately drive your users to your success metrics. The Bait: Creating content that attracts your users AND the search engines.
- 18. The Catch The Catch: Using the right tools to ultimately drive your users to your success metrics.
- 22. PART 2 Tactics to make your content rule
- 23. NOT Tina Fey
- 26. The Power to Create Compelling Content Hey Ann! Buy this one!
- 27. Which Mower Is Right For You?
- 29. MC-2: Being a Resource
- 30. … To Your Audience…err, Clients.
- 31. The Rules Have Changed Prior to the web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the web has changed the rules .” - David Meerman Scott “
- 32. Shifting Expectations, Behavior… Your clients are looking for you .
- 33. Shifting Expectations, Behavior… As brands, we become media.” – Brian Solis, Engage (Wiley, 2010) “ Now, YOU are the publisher.
- 34. Wait a Sec… I’m a Publisher!?
- 35. YOU: The Publisher Kind of like having a baby…
- 36. YOU: The Publisher And bearing responsibility for him, forever and ever … no matter what.
- 37. YOU: The Publisher In other words … it’s worth it .
- 38. What is Content? “ Content (noun): Anything created and uploaded to the web ; i.e.: the pages of your site; the things you create as marketing (blog posts, videos, photos, whitepapers, podcasts); anything published at outposts like Facebook, Twitter, LinkedIn group page.”
- 39. What is Content? “ Killer Content (noun): Content that is packed with utility, seeded with inspiration, and is honestly empathetic.” - Len Stein, Visibility PR
- 40. What Can Killer Content Do? Killer content will earn attention , create trust , establish credibility and authority , & convert visitors and browsers into buyers.
- 41. What Is Killer Content? No expiration date
- 42. What Is Killer Content? Good content = The soul of who you are
- 43. What Is Killer Content? The one who has the more engaging content wins.” - Joe Pulizzi ( Get Content, Get Customers ) “
- 44. How Do You Win? More visitors …
- 45. How Do You Win? More links …
- 46. How Do You Win? More indexed pages …
- 47. The State of Content A little peer pressure …
- 48. The State of Content
- 49. The State of Content
- 50. The State of Content
- 51. The State of Content The problem: I Don’t know what to say…. (Or how to say it.)
- 52. The State of Content It’s often difficult to find topics that have not already saturated the market .” “ The problem: I Don’t know what to say…. (Or how to say it.)
- 53. The State of Content It’s often difficult to find topics that have not already saturated the market .” “ “ Our biggest challenge is finding things for our potential clients to get excited about. “ The problem: I Don’t know what to say…. (Or how to say it.)
- 54. The State of Content It’s often difficult to find topics that have not already saturated the market .” “ “ Our biggest challenge is finding things for our potential clients to get excited about. “ It’s hard to keep new and engaging content flowing daily .” “ The problem: I Don’t know what to say…. (Or how to say it.)
- 55. The State of Content Content marketing… … is like sex in high school: Everyone claims they are doing it, but few are doing it well.
- 56. Nine Tips for Killer Content So how can your content rule ?
- 57. Nine Tips for Killer Content 1: Refine your online personality . Have a distinct “voice” & point of view. Be different. Don’t sound like a tool.
- 58. Don’t sound like everyone else…
- 59. Nine Tips for Killer Content 2: Have a sense of purpose. Why are you creating it? What’s your objective?
- 60. Nine Tips for Killer Content … and build momentum. Why are you creating it? What’s your objective?
- 61. Nine Tips for Killer Content 3: Be a “Brand Butler.” Be a resource; create utility. Share or solve, don’t shill. Serving is the new selling.
- 62. Roberts & Durkee Law Firm
- 64. Adagio TeaTimer
- 65. Nine Tips for Killer Content 4: Be Committed. Ongoing commitment; not a “one and done.”
- 66. Nine Tips for Killer Content 5: Be Consistently Consistent. Be timely. Stay top-of-mind.
- 67. Nine Tips for Killer Content 6: Do Something Unexpected. Occasionally surprise. “ There’s no business like show business.”
- 68. Nine Tips for Killer Content For example...
- 69. Nine Tips for Killer Content 7: Re-imagine. Don’t recycle. Can you create several things out of one thing?
- 70. Nine Tips for Killer Content 8: Stoke a campfire. Stoke connections. Foster relationships. Build social media and SEO returns.
- 71. Nine Tips for Killer Content 9: Create wings and roots. Ground your content in your unique point of view and your own voice; give it wings to soar freely across social platforms , all over the web.” – Content Rules “
- 72. The Point: Content drives conversation .
- 73. Saddle Up If you are consuming old media, you are consuming it on your couch. If you are consuming new media, you are consuming it on your horse.” – Arianna Huffington “
- 74. Saddle Up That’s when things get interesting .
Hinweis der Redaktion
- Today we’re going to talk about Content Strategies: How to attract, engage and ultimately drive success on your site using content. Core Marketing principles, often overlooked in Website projects. And – it’s easy. Especially if you’re leveraging a content management system – something that anyone can and should engage in.
- Bridgeline Digital develops interactive business technology solutions. From our product suite that combines content management, anaytics, emarketing and ecommerce in a single application to our integrated approach to application development and digital strategy, we focus first and foremost on driving solutions. Locations across the nation.
- Today we’re going to talk through the process Bridgeline takes in developing online strategies for its customers. And what we’ve found is that regardless of a Web site’s goal, be it selling widgets to seeking online leads to providing specialized research information, this process helps our customers in understanding and driving toward their goals.
- Cheesy metaphors aside …
- The first thing you need to understand is WHO your audience is, what their pain is related to your offering and how you can ultimately serve them. For some, this appears to be an easy exercise, but we would argue that audience segmentation and persona development is critical for success and all to often overlooked. Let’s look at this fairly simplistic example: An online fishing site.
- Lots of different ways to attract your audience – the important thing is to research where YOUR audience is and do your best to cast out appropriately. Remember that fishing site? Let’s brainstorm on where their audience might be – this process should be research oriented, look to the numbers and ask prospective audience members.
- Alright. An example: SEO. We did our research and we know that our users are out searching in Google for our products and services. PPC is an option, but we want to see how we can leverage SEO as well. First step – let’s see how our audience searches.
- Now that we understand how they search – let’s figure out how to make the best bait for them. In the case of SEO – this really comes down to our meta data. Sure, we have to make sure we’re found first and foremost, but we can’t overlook the importance of content here. This, fundamentally, is a page of ads. How can we stand out?
- Let’s break this apart a bit.
- Ok. We’ve done our research. We know our audience and we know what pain they have related to our products and services. We know how they’re searching and we’ve done a good job of using content to attract them. Now, how do we keep them there?
- This really is the HARD part. Copying and pasting isn’t going to cut it. We have to write to a Web audience – to OUR Web audience. Writing for the Web tips. Writing with the right voice.
- An example. Over on the right – taken directly from a site about fishing with kids that offered related products. The left – it’s the same content, restructured a bit. What’s easier to read? What is prompting further engagement? Think of your own sites. No matter how educated your audience might be, the research shows that this is how people read.
- Can we take our content one step further? At Bridgeline we are big proponents of persuasive content – essentially providing dynamic, relevant content to your specific audience types. Integrated analytics helps you to understand how your user arrived, what they’ve looked at to date to provide a relevant experience moving forward.
- Our final step is reeling them in. How can we make sure that we move beyond content to our ultimate success.
- The first thing, though, is to understand what success is for you. All to often, our customers will come to us and say “we need a redesign.” When we ask “why” we hear everything from “it’s just outdated” or “we haven’t redesigned in a few years now.” Our first question we’re going to ask is “what do you want?” And if you can’t answer this question, we would ask why you have a site in the first place.
- Ask your users. If I want you to promote this site to your friends, what would we need to provide for you? Any redesign needs to incorporate your users – let them help you in structuring what your site is.
- So. In summary – to bring in the big catch, you’ve got to start with your cast. What do you want to catch? How are you defining success? Focus on engagement. Send out the right bait for those users.
- Today we’re going to talk through the process Bridgeline takes in developing online strategies for its customers. And what we’ve found is that regardless of a Web site’s goal, be it selling widgets to seeking online leads to providing specialized research information, this process helps our customers in understanding and driving toward their goals.
- Super hero for compelling content.. What we are going to do today, etc.
- But first, a story…A few years ago, I might have flipped through a back issue of Consumer Reports for some advice, or consulted a buying guide. But this time, I started her search online, consulting the camera maker’s own websites to compare features and read reviews. I also asked people on social networks…. Twitter, Facebook. Somewhere in there, my search caught the attention of Kodak’s then–chief marketing officer, Jeffrey Hayzlett, whose team monitors Twitter for queries such as Ann’s. Jeffrey subsequently reached out to Ann directly on Twitter to suggest his company’s own point-and-shoot pipsqueak, the EasyShare.
- It’s cool that the CMO of a $7.6 billion company reached out to a single consumer. But what’s really going on isn’t just cool: it’s a major shift in how companies are marketing themselves online. Kodak might be on Twitter, but it and other companies are also creating blogs, publishing podcasts and webinars, launching Facebook pages, and more. Kodak knows that it doesn't have to wait for Consumer Reports to review its latest point-and-shoot; it can publish the specs itself and help customers come to Kodak. Other companies know this too…
- Sears knows this, too, which is why in early 2010 it launched the Sears Yard Guru to help would-be buyers of lawn mowers narrow their search according to their own yard’s size and terrain.
- In the b2b world, so does industrial equipment auctioneer Ritchie Bros. Auctioneers, which publishes and maintains RitchieWiki to share information with its market about heavy equipment.
- Or MC², an exhibit and event marketing company that churns out blogs, e-books, and white papers that educate their audience.
- Or Bob Knorpp, who, after he launched his own marketing consultancy, The Cool Beans Group in Greensboro NC , in October 2007, he needed to quickly establish credibility. He started an audio podcast he calls The Beancast to sought to position himself as an expert in the field, consistently feeding his own knowledge and understanding of current trends in the advertising and marketing space, and ensuring he would stay top-of-mind with potential clients. Each show is typically downloaded 1,500 times. What’s up with that? Why are companies like Kodak and Bob Knorpp and Ritchie Bros. bothering to invest so much in online content?
- Because it’s both efficient and increasingly imperative that companies create online content as a cornerstone of their marketing—for three reasons: You know this…. 1. The notion of marketing to your customers by interrupting them repeatedly with advertising or other marketing messages is simply not enough any more. Creating brand awareness through buying mass media or begging some attention from the newspapers, magazines, or other media that cover your market is selling your brand short. In other words: The rules have changed.
- 2. Customer behavior and expectations are shifting. My approach to buying a point-and-shoot digital camera was neither unusual nor unique (right? Research online?) You’ve probably done similar research for your own buying decisions. Likewise, your potential customers are going online to search for information about the stuff you sell: everything from lawn mowers to cameras to consulting services to circuit board solder paste to services or software. And they are sophisticated: Your clients and customers read blogs, they google their purchases, they query followers on Twitter or friends on Facebook. They are always educating themselves by researching purchases online before they make them.
- Finally: Everyone is the media. Everyone is a publisher. Technology has enabled connections. There is no longer a high barrier to publishing online. The ease and low cost of publishing via blogs, videos, podcasts, forums, and social networks like Twitter and Facebook means that businesses can reach their customers directly with relatively little cost. The idea of publishing material to attract a certain audience isn’t reserved for an elite few who can afford the printing and distribution costs. “As brands, we become media,” says Brian Solis, author of Engage (Wiley 2010). What that really means is that you can reach your potential buyers directly. And, of course, they can speak directly to you as well. You now have the ability to engage in direct conversation. In other words: If you are doing business online, you are already a publisher. You are a publisher; you are the media.
- I’m hesitating to use that word publisher, by the way, because to many of you it implies the production of books, magazines, or the like. Most businesses don’t have a lot of experience with publishing, nor do they see themselves as publishers. Rather, they are in the business of whatever they are in the business of (selling software, or services, or what have you). But when we say that businesses are becoming publishers, we’re referring not to the process of putting ink to paper or printing and binding books but to the notion that creating and delivering relevant, valuable information to people will drive new business to you. Figuring out what your prospective customers are interested in, creating stuff that meets those needs, and delivering it to them is what you need to do. And that, by the way, is exactly what publishers do. The problem, of course, is that doing so successfully is a challenge . hasn’t been a business skill. But it is now a business necessity. What does it mean to create content that’s remarkable? And how can you do it consistently? How can you be heard above the noise? Why doesn’t your blog have any comments? It’s hard work, right?
- It’s a little like the notion of having a baby: it’s easy enough (and loads of fun!) to imagine and conceive a child. But tending to the demands of a wriggling, persistent creature— and consistently! For ever and ever!
- Like for the rest of your life!— is another thing entirely. That’s where the hard work comes in.
- But like parenting itself, content done right delivers in amazing ways and is ultimately a rich and rewarding experience. In other words, it’s worth it. Did that analogy just scare you? Does it feel like a sentence of sorts, or too daunting a task? Are you thinking you’d rather remain childless than commit to that level of work? Well, here’s where the analogy starts to crumble a bit: not everyone has to become a parent, obviously. But if your company has a website, you have essentially already given birth. And producing content isn’t nearly as forbidding as it sounds, because our book is the field guide you need to identify your audience, find your voice, create great content, and get that content to your targeted community.
- So what is content, exactly? Content is a broad term that refers to anything created and uploaded to a website: the words, images, tools, or other things that reside there. All of the pages of your website, then, are content: the home page, the About Us page, the Frequently Asked Questions (FAQ) page, the product information pages, and so on. All of the things you create as part of those pages or as part of your marketing—your videos, blogs, photographs, webinars, white papers, e-books, podcasts, and so on—are content, too. And finally, all of the things you publish at outposts that are off of your own site—your Facebook page, your Twitter stream, your LinkedIn group page, for example—are forms of content. 1
- So what do I mean by this – utility is about becoming a resource – like Ritichie Bros., Or Mc2, or Bob Knorpp. It’s inspired because it’s injected with personality, avoids corporate Frankenspeak and may occasionally surprise Empathetic because you understand the problems your customers have, and your content helps them resolve those issues. This is what will creates trust, establish credibility and authority, & convert visitors and browsers into buyers.
- That’s precisely the point of creating killer content—to convert browsers into buyers, and customers into regulars or (better yet) rabid fans, ambassadors, and advocates. You do that by deepening your relationship with them, over time: by repeatedly and consistently creating content they care about, and want to share freely with their friends or colleagues; by encouraging them to engage with you, and to sign up for things you publish (like an e-mail newsletter or a webinar), or to download a white paper or an e-book—to further your relationship with them.
- Done right, the content you create will position your company not as just a seller of stuff, but as a reliable source of information. And its benefits compound, adds social media strategy consultant Jay Baer, who calls content an information annuity. Unlike other kinds of marketing, content marketing “doesn’t have an expiration date,” Jay Baer says. What you create online will be searchable indefinitely. “It generates Web traffic (via search and social media linkages) and helps remove purchase impediments every day of every month. Your potential customers have questions about your company, your products, your services, your competitors. Creating and propagating smart, optimized content that succinctly answers those questions is the most direct line to sales and loyalty.”
- Does it seem weird to talk about your marketing as inspiring or credible or trustworthy, or telling a good story? Does it seem radical? Does it make you a bit skeptical and nervous all at once? If so, why? Perhaps such descriptors are more often applied in other realms—to a favorite magazine or newspaper, or maybe even to a friend—rather than marketing. But why not steer your marketing to another level? Why not create value? Why not provide your customers with a steady flow of high-value content that, as we said, is “packed with utility, seeded with inspiration, and that is honestly empathetic”? Regard your content as something more: as something other than just words and images on a page—as an extension of your brand. Just as a person is more than flesh and bones and hair and teeth—good content, too, is more than text and graphics and video. It’s a living and breathing embodiment of your brand: it’s designed to inspire people to read more, or view more, or get to know and love your company a little more. Good content can quickly become the soul of your brand to the online.
- “ The one who has the more engaging content wins, because frequent and regular contact builds a relationship” that offers lots of opportunities for conversion, says Joe Pulizzi, author (with Newt Barrett) of Get Content, Get Customers . “Advertising is a luxury,” Joe says, “but content is survival.”
- 1,531 HubSpot customers (mostly small- and medium-sized businesses). The data was crystal clear: Companies that blog have far better marketing results. Specifically, the average company that blogs has: 55% more visitors
- I n bound links critical: signal authority to search engines , thus increasing your chances of getting found in those search engines.
- Why are indexed pages important? The more pages you have on your site, the more chances you have of getting found in search engines .
- Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate your message for you. More than ever before, content is king! Content rules! #5 And in fact, most orgs like yours are using content (Chart #1 of 17) -- We surveyed over 1,100 North American B2B marketers from diverse industries and a wide range of company sizes in May 2010 and discovered that content marketing is now a well-established, core marketing strategy in the B2B marketplace. Marketers have transformed themselves into authors and publishers, and in doing so, have ventured into areas where they must develop new key competencies to be effective.
- Brand Awareness, Loyalty Are Top Content Marketing Goals. Marketers use a number of metrics to measure effectiveness. Web traffic and direct sales top the list. There are a number of reasons why marketers are adopting content marketing strategies (Figure 5). Marketers most widely cite brand awareness (78%), customer retention (69%), customer recruitment (61%), lead generation (63%), and website traffic (55%) as the organizational goals they want to impact through their content marketing efforts. Thought leadership (52%), sales (51%) and lead management/nurturing (37%) are other goals that marketers cite.
- Social media (excluding blogs) and article posting are the most popular tactics and are currently used by 79% and 78% of B2B marketers, respectively (Figure 1). Beyond our top two, B2B marketers report relatively high adoption of in-person events (63%), eNewsletters (61%), case studies (55%) and blogs (51%). 5White papers (43%) and webcasts/webinars (42%) are also widely used as part of B2B marketers’ communication strategies. Print custom magazines (42%) scored relatively strongly, even though these tools usually require significantly higher investment.
- BUT: Content may rule, but your online content must be the right sort of content: Customer-focused. Authentic. Compelling. Entertaining. Surprising. Valuable. Interesting. In other words, you must earn the attention of people. That sounds like work, doesn’t it? It is. It’s work to create and publish compelling stuff. Producing engaging content is the number one challenge. Specific feedback we got…
- It’s often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time. Our biggest challenge is finding things for our potential customers to get excited about. The products we sell are not easy to get excited about. Keeping new and engaging content flowing daily, and varying the delivery methods we use, i.e. Only using email and web content to drive traffic when there could be a white paper offer and/or free webinar to drive up traffic and new prospects.
- Everyone likes to brag about it, but few have a clue.
- In other words, how can YOU produce the kind of stuff to engage your customers and ignite your own business or, if you are an agency, how you might begin to advise your clients to create amazing content.
- Doesn’t mean artsy-fartsy: But the tone of your communication and the distinct point of view or perspective. Just like your logo or site design is unique – the voice you communicate with offers a chance for companies to be different – don’t sound like everyone else – which is why it’s important to kill corporate frankenspeak and buzzwords and language that makes you sound like a tool
- Your content should have an objective – should be created with intent, and with triggers or calls to action.
- Resource in any number of ways: How content does: RitchieWiki: Curates information or content for your industry in a central, accessible source. How might you be a go-to resource for those in your industry? How can you solve your customers problems? Meet their needs? Or maybe Create (or find, like Louis E. Page did) an ongoing how-to video series that helps your customers accomplish a task. The idea is to be useful and hyper-relevant to customers. This means giving customers tools that make it easier for them to transact with you.
- O rFlorida-based Roberts and Durkee, a Florida-based law firm that started curating and publishing information around a specific problem it wanted to help clients with… Unknowingly, the US began importing defective drywall from China in 2001 as a response to supply shortages during the housing boom. The product emitted foul, toxic emissions that caught health problems of those living in houses that contained it.
- So when the link between chinese dry wall and health problems became apparent, the law firm registered this domain and effectively became a clearinghouse of information for those dealing with toxic homes. Began offering relevant information to benefit anyone affected, not just clients. Created a service for its would-be customers, became an authority on the topic. 3000-4000 unique visitors a month; 150 new cases to date; 50 percent of leads thru the website.
- Adagio TeasGarfield NJ has a fully customizable, “digital desktop tea timer” that helps tea connoisseurs brew a perfect cup each time. Adagio gives tea drinkers a useful tool. How can your product or your client’s product tap effortlessly into customers’ lives in a profoundly useful, relevant way?
- Think about creating content consistent basis… you don’t have to blog daily, but you need to regularly be feeding the content machine. Create an editorial calendar/regular schedule.
- Build your credbility as a go-to source. Evergreen vs. what matters now…
- Huge opp for B2B companies and consultants – show humor and personlity to cut through the clutter
- Charlie King, Pro at Reynolds Golf in Greensboro, GA. Releasing a club into its watery grave – The Proper Way to Throw a Club. Viewed more than 1.8 million times.
- Reimagine the content you are producing in various incarnations. A series of blog posts might become and ebook. Blog post FB page disussion. A customer success story might written as blog post, recording the interview, post as audio, Produced in past: collaterol? Stuff have in the past? Audit the content you already produced.
- Good content sparks interactions and ignites conversation between you and customers. Among customers themselves. Point it to stoke connections.
- Usually applied to parenting. But encourage sharing of anything you publish with social bling – Twitter RT buttons, etc. Allows for easy sharing but it’s also a suble reminder to share. Important becuz
- Web content allows your visitors to get involved, to comment and share and engage…. As Arianna Huffington said…
- What Arianna meant by that is that online content both invites and demands that its participatns be enaged, involved, and active. Always moving forward. Old media, like TV and braodcast, just ask that we passively sit around and watch. Content drives conversations. Content engages your customers. Enging with people is how you rcompany will thrive in this newly social world. In other words, online content is a powerful envoy for your business, with an ability to kick up interest, further engagement, and invite conneciton….