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ACT   Perfecting Pitches
              Michael King
      Director of Inbound Marketing
                iAcquire
            www.iacquire.com
               @ipullrank
….
….
….




     @ipullrank
How is your so-
….   called “content”
     gonna make us
         money?
….
….




YOUR TEAM OR CLIENTS
MAY DRIVE YOU TO DRINK
…OR SMOKE
…AND YOU MIGHT FALL
  FLAT ON YOUR FACE
How can I get
them to buy this
    content
marketing stuff?
YOU NEED A
COMPELLING
DATA-DRIVEN
PITCH
SELL YOUR VISION…
….




      BUT ALWAYS
     BE READY TO
        DO THIS …
….




 …CONTENT IS THE GLUE
OF INBOUND MARKETING
YOU MUST TAKE A STAND
ACTONE
RESEARCH
Doing research that sticks
CONTENT MARKETING PROCESS




 @ipullrank   This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
OPPORTUNITY DISCOVERY




                                                                                      LAND OF OPPORTUNITY




     Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
                                                  directly to what they need to accomplish.




 @ipullrank
BUSINESS GOALS ARE PARAMOUNT




                        Understanding and integration of the business
                        objectives throughout the entire process is incredibly
                        important to obtaining buy-in and measuring success.


                        If you’re not speaking in terms of conversion, you will
                        not be speaking much longer.




 @ipullrank
MARKET RESEARCH




      Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire
   we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas,
                                  customer insights, market insights, hot topics, key influencers and resources



 @ipullrank
PERSONAS




  PERSONA A                              PERSONA B                                  PERSONA C                                 PERSONA D
DEMOGRAPHICS                            DEMOGRAPHICS                             DEMOGRAPHICS                                DEMOGRAPHICS

 LIFESTYLES                                LIFESTYLES                               LIFESTYLES                                  LIFESTYLES


 USER STORY                               USER STORY                               USER STORY                                  USER STORY


 USER NEEDS                               USER NEEDS                               USER NEEDS                                  USER NEEDS


      Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
    stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
                                                                    as possible



 @ipullrank
QUASI-AD HOC PERSONAS




     I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
    Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social-
                                                                  media



 @ipullrank
THE PROBLEM WITH AD HOC PERSONAS




                    While this approach can be very effective
               stakeholders may potentially challenge it because
                  it’s not empirical. However neither is the old
                 method of handing out post-its to stakeholders


 @ipullrank
“A major virtue of personas is the
establishment of empathy and
                      BUT ALWAYS
understanding the individual who uses
the product”         BE READY TO
                        -Donald A. Norman, Nielsen Norman Group



                       DO THIS …
iACQUIRE’S DATA DRIVEN PERSONAS




    At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
    using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.




 @ipullrank
INTRODUCING NIELSEN PRIZM




            Nielsen’s PRIZM
           segments all of the
               US into 66
             predetermined
            types or “codes”




         Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf
                                                                                        @ipullrank
INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM




         Understand Your Local Audience Now: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20
                                                                                                        @ipullrank
EXPERIAN SIMMONS




                                                                           AIO CLUSTERS



                  MOSAIC TYPE                                          MOSAIC TYPE BY
                    BY URL                                                ONLINE
                                                                          ACTIVITY


         Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf
                                                                                          @ipullrank
GOOGLE CONSUMER SURVEYS




        Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home
                                                                                               @ipullrank
GOOGLE CONSUMER SURVEYS STEP BY STEP



                   DEFINE THE                                                    SPECIFY
                  SURVEY TYPE                                                   AUDIENCE


                       WRITE
                     QUESTIONS
                                                                                 GET DATA


         Example from Matt Cutts: https://plus.google.com/109412257237874861202/posts/WDzRVDqbevn
                                                                                                    @ipullrank
COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES




               DO YOUR
           PERSONAS ALIGN
             WITH DATA IN
            YAHOO CLUES?




         Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com
                                                                         @ipullrank
HERE’S A PERSONA WORKSHEET




         Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx
                                                                                                                        @ipullrank
CONSUMER DECISION JOURNEY




          When planning out a content marketing campaign use the consumer decision journey to determine what need state your
                                                   content will specifically speak to.




 @ipullrank
MAPPING KEYWORD RESEARCH


                     [flowers]



     [when do roses bloom]



[what flowers for a first date]



  [buying chrysanthemums]


       [flower a month club]


                 As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
                                                                the success of a campaign




     @ipullrank
TYING CONTENT MARKETING TO THE FUNNEL




    Map the content type directly to the customer decision journey to determine where in the funnel that this content
                                                   will reach the user



 @ipullrank
MEASUREMENT PLANNING




          You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
                                                     that speaks to directly to that value.




 @ipullrank
BUT WHAT ARE OUR
   ….

COMPETITORS DOING?
FACEBOOK RECOMMENDATIONS PLUGIN DEMO




          EXTEND THE BOX
          TO 1000 PIXELS TO
           VIEW 20 PIECES
            OF POPULAR
              CONTENT




        Get a snapshot of a site’s popular content:
                                                                                 @ipullrank
        http://developers.facebook.com/docs/reference/plugins/recommendations/
SOCIAL CRAWLYTICS




                 SOCIAL
              CRAWLYTICS
            GIVES AWESOME
              GRAPHS OF
               SHARES BY
                NETWORK




         Use Social Crawlytics to find out what the best performing content for competitors
                                                                                              @ipullrank
         http://www.socialcrawlytics.com
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL




                                              @ipullrank
DON’T GO SHOWING ALL
THAT DATA JUST YET!
ACTTWO
GETTING BUY-IN
Build a list of people that want the
content
WHAT’S THE BIG IDEA?




    The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
                                   initiative that fits into the overarching marketing mix and gives creative life




 @ipullrank
THE 7 STORY ARCHETYPES




   Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the
     business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7-
                             story-archetypes-and-how-they-can-dramatically-improve-your-marketing


 @ipullrank
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP




    Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
                  your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.




 @ipullrank
CALL YOUR SHOT




    Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
                                                 will appeal to the brand’s audience and drive KPIs




 @ipullrank
INTRODUCING AUTHORA




         Find authors and their content by topic and social metrics: http://www.authora.org
                                                                                              @ipullrank
USING AUTHORA




                @ipullrank
GROUPHIGH IS A SIMILAR PRODUCT




         GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com
                                                                                                  @ipullrank
USE TOPSY TO FIND INTERESTED PARTIES




          Use Topsy to find people who shared competitor content: http://www.topsy.com
                                                                                         @ipullrank
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS




         Use the features of your personas (instead of just target keywords) to find people using:
                                                                                                            @ipullrank
         http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
SHARE RATE & SCRAPE RATE




    Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate-
                                  and-shareability-rate/ (original Scrape Rate concept by @pointblankseo)




 @ipullrank
HERE’S AN AUDIENCE WORKSHEET




              JUST A LITTLE
             SOMETHING TO
             HELP YOU KEEP
            TRACK OF ALL OF
             THOSE PEOPLE




         Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx   @ipullrank
INTRODUCING THE BROKEN LINK INDEX




         Find missing resources by keyword with many links and create better versions:   @ipullrank
         http://www.brokenlinkindex.com
USING THE BROKEN LINK INDEX




         Use the Broken Link Index to prove that content you are looking to create has a built-in audience that   @ipullrank
         will allow you to hit your inbound link KPI.
CONTENT AS A MAXIMUM VIABLE PRODUCT




         Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps   @ipullrank
         the barrier to entry high for the competitors.
YOU ARE NOW READY
     FOR THE PITCH
ACTTHREE
PUT IT ALL TOGETHER
5 tips for highly-effective, actionable
and data-driven content marketing
pitches
THE FOCUS IS THE STORY




         Tell a compelling story and answer a key issue using your data as a to drive it home
                                                                                                @ipullrank
TIE EVERYTHING DIRECTLY TO ROI




          Everything you suggest should be directly explained in context of the ROI
                                                                                      @ipullrank
TAILOR IT DIRECTLY TO THE STAKEHOLDERS




         Everything you show should address the concerns of the stakeholders; anticipate their questions
                                                                                                           @ipullrank
IT BETTER BE BEAUTIFUL




          Invest the time to make your pitch look beautiful and professional
                                                                               @ipullrank
SPEAK THEIR LANGUAGE




         Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings
                                                                                                                  @ipullrank
ACTFOUR
VALIDATE
Validate what you’ve done through
measurement
WTF IS SHARE OF VOICE?




   Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
            to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.




 @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS




              To date this is the most powerful thing I’ve contributed to the SEO community. Use it!
                             http://www.seomoz.org/blog/keyword-level-demographics




 @ipullrank
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES




                       Incentivize the Opt-In                                   Just track the persona
                        (Communities or Coupons)




                Use the appID Cross Property                                     Cookie and Remarket




        I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
                                                                                                          @ipullrank
MAP SITE PROFILES TO CONVERSIONS




         Does your site require some sort of profile? Tie the fields of that profile to measurement.
                                                                                                       @ipullrank
USERREPORT.COM




        Survey your users for free and get their demographic data into GA: http://www.userreports.com
                                                                                                        @ipullrank
CHANGING KEYWORD DEMOGRAPHICS AS A KPI




         The goal of your campaign can be to change the type of people searching for a given keyword   @ipullrank
ACTFIVE
OVERCOMING FAILURE
Content pitches that failed and how to
overcome them
FAIL #1: WEAK PRESENTATION




       A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
                                                   “complicated” or “expensive” measures.




 @ipullrank
RESOLUTION #1: PRESENT A DECK IN-PERSON




          Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.




 @ipullrank
FAIL #2: LEAVING OUT KEY STAKEHOLDERS




    A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
                                                                    review it.




 @ipullrank
RESOLUTION #2: INVITE THEM ALL




       Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
                                                              you’re good to go.




 @ipullrank
FAIL #3: NOT SHOWING THE VALUE




       A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
                                    beneficial as “bombarding people with 100k email communications.”




 @ipullrank
RESOLUTION #3: BETTER MEASUREMENT PLANNING




              Build your measurement around the business objectives and things that actually show the positive affects of revenue.




 @ipullrank
FAIL #4: RELYING ON TOO MUCH DATA




              A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
                                                   of the key stakeholders.




 @ipullrank
RESOLUTION #4: LET THE STORY DO THE WORK




              Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
                                                         the points of ineffectiveness.




 @ipullrank
ACTSIX
THE PITCH
Jamie, Adam, Rand, I’ve got
an idea for you
THE USER’S DILEMMA




    There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have
                            the time to plan ahead, but inbound marketers need data now!



 @ipullrank
THE PROCRASTINATOR’S RESOLUTION




              In the absence of certain real-time solutions from Moz the procrastinator turn to other sources.




 @ipullrank
MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS




 @ipullrank
RAND, YOU SAID IT YOURSELF




 @ipullrank
MOZ’S PROBLEM




                MozScape API                                           Open Apps
                Domain Authority                                       Trust Flow
                Page Authority                                         Citation Flow
                Keyword Difficulty                                     Search Flow




       Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their new
               Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once.



 @ipullrank
MOZ’S KEYWORD DIFFICULTY




         Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool.
                                                                                                          @ipullrank
THE PEOPLE WANT A KEYWORD DIFFICULTY API




    The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at
                                     that scale is completely unreasonable.



 @ipullrank
YOU GUYS KNOW IT’S AWESOME




              The secret is that it’s underrated because you can only do 5 keywords at a time!




 @ipullrank
USERS EXPECT MORE OF MOZ NOW




              With the new funding, users expect Moz to be able to work magic.




 @ipullrank
ADD KEYWORD DIFFICULTY TO THE MOZBAR




              Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side.




 @ipullrank
MEASUREMENT PLAN



                                                                                                    ACCOUNT
                                                                          USER CHURN                UPGRADES




                                                                                       MOZBOARD
                                                                                      DOWNLOADS




                                                                              LINKS               SOCIAL SHARES




        Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar            @ipullrank
        downloads and links and social shares of the Mozbar download page in context of the user profile
RECAP


                                    APPEALED TO
                TOLD A STORY
                                    COMPETITIVE
                                       SPIRIT


                     IDENTIFIED       TIED TO
                      THE NEED        REVENUE


        You see what I did there?                 @ipullrank
ACTSEVEN
ONE MORE THING
THANK YOU

              Direct Contributors   People Who Helped Me Get Here
              Brittan Bright        SEOmoz
              Kyle Bastian          Rand Fishkin
                                    Distilled
              Robb Dorr             Tom Critchlow
              Josh Giardino         John Doherty
              Jeff Nappi            SEER Interactive
              iAcquire              Wil Reynolds
                                    Chris Le
                                    Rhea Drysdale
                                    Outspoken Media
                                    SMX



              THE MOZ COMMUNITY
 @ipullrank
ACT
              Michael King
      Director of Inbound Marketing
                iAcquire
            www.iacquire.com
               @ipullrank

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Perfecting Pitches (MozCon)

  • 1. ACT Perfecting Pitches Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank
  • 4. …. @ipullrank
  • 5. How is your so- …. called “content” gonna make us money?
  • 7. …. YOUR TEAM OR CLIENTS MAY DRIVE YOU TO DRINK
  • 9. …AND YOU MIGHT FALL FLAT ON YOUR FACE
  • 10. How can I get them to buy this content marketing stuff?
  • 13. …. BUT ALWAYS BE READY TO DO THIS …
  • 14. …. …CONTENT IS THE GLUE OF INBOUND MARKETING YOU MUST TAKE A STAND
  • 16. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
  • 17. OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
  • 18. BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
  • 19. MARKET RESEARCH Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
  • 20. PERSONAS PERSONA A PERSONA B PERSONA C PERSONA D DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
  • 21. QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social- media @ipullrank
  • 22. THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
  • 23. “A major virtue of personas is the establishment of empathy and BUT ALWAYS understanding the individual who uses the product” BE READY TO -Donald A. Norman, Nielsen Norman Group DO THIS …
  • 24. iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
  • 25. INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf @ipullrank
  • 26. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 @ipullrank
  • 27. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf @ipullrank
  • 28. GOOGLE CONSUMER SURVEYS Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home @ipullrank
  • 29. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: https://plus.google.com/109412257237874861202/posts/WDzRVDqbevn @ipullrank
  • 30. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES DO YOUR PERSONAS ALIGN WITH DATA IN YAHOO CLUES? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank
  • 31. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx @ipullrank
  • 32. CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
  • 33. MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom] [what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
  • 34. TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
  • 35. MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
  • 36. BUT WHAT ARE OUR …. COMPETITORS DOING?
  • 37. FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a site’s popular content: @ipullrank http://developers.facebook.com/docs/reference/plugins/recommendations/
  • 38. SOCIAL CRAWLYTICS SOCIAL CRAWLYTICS GIVES AWESOME GRAPHS OF SHARES BY NETWORK Use Social Crawlytics to find out what the best performing content for competitors @ipullrank http://www.socialcrawlytics.com
  • 39. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
  • 40. DON’T GO SHOWING ALL THAT DATA JUST YET!
  • 41. ACTTWO GETTING BUY-IN Build a list of people that want the content
  • 42. WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
  • 43. THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7- story-archetypes-and-how-they-can-dramatically-improve-your-marketing @ipullrank
  • 44. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank
  • 45. CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content will appeal to the brand’s audience and drive KPIs @ipullrank
  • 46. INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank
  • 47. USING AUTHORA @ipullrank
  • 48. GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank
  • 49. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
  • 50. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: @ipullrank http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
  • 51. SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate- and-shareability-rate/ (original Scrape Rate concept by @pointblankseo) @ipullrank
  • 52. HERE’S AN AUDIENCE WORKSHEET JUST A LITTLE SOMETHING TO HELP YOU KEEP TRACK OF ALL OF THOSE PEOPLE Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
  • 53. INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com
  • 54. USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.
  • 55. CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.
  • 56. YOU ARE NOW READY FOR THE PITCH
  • 57. ACTTHREE PUT IT ALL TOGETHER 5 tips for highly-effective, actionable and data-driven content marketing pitches
  • 58. THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data as a to drive it home @ipullrank
  • 59. TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
  • 60. TAILOR IT DIRECTLY TO THE STAKEHOLDERS Everything you show should address the concerns of the stakeholders; anticipate their questions @ipullrank
  • 61. IT BETTER BE BEAUTIFUL Invest the time to make your pitch look beautiful and professional @ipullrank
  • 62. SPEAK THEIR LANGUAGE Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings @ipullrank
  • 63. ACTFOUR VALIDATE Validate what you’ve done through measurement
  • 64. WTF IS SHARE OF VOICE? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank
  • 65. KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://www.seomoz.org/blog/keyword-level-demographics @ipullrank
  • 66. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
  • 67. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
  • 68. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
  • 69. CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
  • 70. ACTFIVE OVERCOMING FAILURE Content pitches that failed and how to overcome them
  • 71. FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank
  • 72. RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank
  • 73. FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank
  • 74. RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank
  • 75. FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank
  • 76. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
  • 77. FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank
  • 78. RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness. @ipullrank
  • 79. ACTSIX THE PITCH Jamie, Adam, Rand, I’ve got an idea for you
  • 80. THE USER’S DILEMMA There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have the time to plan ahead, but inbound marketers need data now! @ipullrank
  • 81. THE PROCRASTINATOR’S RESOLUTION In the absence of certain real-time solutions from Moz the procrastinator turn to other sources. @ipullrank
  • 82. MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS @ipullrank
  • 83. RAND, YOU SAID IT YOURSELF @ipullrank
  • 84. MOZ’S PROBLEM MozScape API Open Apps Domain Authority Trust Flow Page Authority Citation Flow Keyword Difficulty Search Flow Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their new Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once. @ipullrank
  • 85. MOZ’S KEYWORD DIFFICULTY Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool. @ipullrank
  • 86. THE PEOPLE WANT A KEYWORD DIFFICULTY API The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at that scale is completely unreasonable. @ipullrank
  • 87. YOU GUYS KNOW IT’S AWESOME The secret is that it’s underrated because you can only do 5 keywords at a time! @ipullrank
  • 88. USERS EXPECT MORE OF MOZ NOW With the new funding, users expect Moz to be able to work magic. @ipullrank
  • 89. ADD KEYWORD DIFFICULTY TO THE MOZBAR Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side. @ipullrank
  • 90. MEASUREMENT PLAN ACCOUNT USER CHURN UPGRADES MOZBOARD DOWNLOADS LINKS SOCIAL SHARES Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar @ipullrank downloads and links and social shares of the Mozbar download page in context of the user profile
  • 91. RECAP APPEALED TO TOLD A STORY COMPETITIVE SPIRIT IDENTIFIED TIED TO THE NEED REVENUE You see what I did there? @ipullrank
  • 93. THANK YOU Direct Contributors People Who Helped Me Get Here Brittan Bright SEOmoz Kyle Bastian Rand Fishkin Distilled Robb Dorr Tom Critchlow Josh Giardino John Doherty Jeff Nappi SEER Interactive iAcquire Wil Reynolds Chris Le Rhea Drysdale Outspoken Media SMX THE MOZ COMMUNITY @ipullrank
  • 94. ACT Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank

Hinweis der Redaktion

  1. Next part we go into this: http://www.youtube.com/watch?v=5y4b-DEkIps&feature=player_detailpage#t=41s
  2. Next part we go into this: http://www.youtube.com/watch?v=5y4b-DEkIps&feature=player_detailpage#t=41s
  3. Authora Screenshot