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Optimizing Your Content Marketing and Blog for Conversions

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FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
How to Get Data Driven WITH YOUR CONTENT MARKETING
KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY If no one is looking for your content, then no one will read your content.
GET KEYWORD IDEAS
USE THESE IDEAS TO CREATE BLOG TOPICS
JUST DON’T USE THE TYPOS
GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it.
Content Marketing is Worthless if it Doesn’t Move the Needle
AGENCY
CLIENT
Grow traffic, generate leads, and increase revenue . . .
Improve Current Process and Content
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy to Attract New Customers
CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
App re-skinners were ruining the site and causing havoc in the app store
APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
CONDUCT KEYWORD AND SEARCH RESEARCH
BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
BUILD LANDING PAGES
LOTS OF THEM
MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
CREATE CONTENT CALENDAR
Launch Posts and Distribute Like a Mofo
DISTRIBUTION PROCESS FOR EVERY POST
NETWORK AND LINK
BUILD AN OUTREACH LIST
LINKEDIN IS AMAZING
AGGREGATORS HELP!
TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS
696 LEADS IN 3 MONTHS
44% CONVERSION RATE
Has Leads, Will Nurture 3.4
NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!

Veröffentlicht in: Marketing
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Optimizing Your Content Marketing and Blog for Conversions

  1. Optimizing Your Content Marketing and Blog for Conversions DAN MCGAW
  2. @Kissmetrics #KissWebinar @ThueLMadsen
  3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Dan, one of the original growth-hackers, has lead the teams at Code School and Kissmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw
  4. @EffinAmazing #KissWebinar @DanielMcgaw
  5. 1 Fairy Tales and Facts Keyword Planner is Your Friend Create Blog Topics Select a Topic Hack Your Ability to Rank 2 How to Get Data Driven 3 Case Study TABLE OF CONTENTS Improve Current Content and Process Redevelop Content Strategy to Attract New Customers Launch Posts and Distribute Like a Mofo Has Leads, Will Nurture
  6. Fairy Tales and Facts 1
  7. FAIRY TALE: CONTENT MARKETING IS EASY 01
  8. FAIRY TALE: CONTENT MARKETING IS EASY FACT: IT IS THE HARDEST AND MOST EXPENSIVE MARKETING CHANNEL 01
  9. FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY 02
  10. FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY FACT: CONTENT TAKES MONTHS TO DRIVE TRAFFIC 02
  11. FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT 03
  12. FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
  13. How to Get Data Driven WITH YOUR CONTENT MARKETING 2
  14. KEYWORD PLANNER IS YOUR FRIEND
  15. KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service
  16. KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies
  17. KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases
  18. KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
  19. FIND WORDS THAT HAVE VOLUME
  20. FIND WORDS THAT HAVE VOLUME
  21. TWEET OF THE DAY If no one is looking for your content, then no one will read your content. @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
  22. GET KEYWORD IDEAS
  23. USE THESE IDEAS TO CREATE BLOG TOPICS
  24. JUST DON’T USE THE TYPOS
  25. GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
  26. PREDICTIVE SEARCH YOUR TOPICS
  27. PREDICTIVE SEARCH YOUR TOPICS
  28. PREDICTIVE SEARCH YOUR TOPICS
  29. SELECT A TOPIC BASED ON YOUR SEARCH
  30. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts
  31. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
  32. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better
  33. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts
  34. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier
  35. SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
  36. TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it. @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
  37. Content Marketing is Worthless if it Doesn’t Move the Needle CASE STUDY 3
  38. AGENCY
  39. CLIENT
  40. Grow traffic, generate leads, and increase revenue . . .
  41. Improve Current Process and Content CASE STUDY: STEP ONE 3.1
  42. BLOG
  43. ITALIAN WAS FIRST LANGUAGE
  44. OUR COPYWRITER FIXED THAT
  45. Redevelop Content Strategy to Attract New Customers CASE STUDY: STEP TWO 3.2
  46. CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
  47. App re-skinners were ruining the site and causing havoc in the app store
  48. APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
  49. CONDUCT KEYWORD AND SEARCH RESEARCH
  50. BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
  51. MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
  52. BUILD LANDING PAGES
  53. LOTS OF THEM
  54. MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts
  55. MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar
  56. MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
  57. CREATE CONTENT CALENDAR
  58. Launch Posts and Distribute Like a Mofo CASE STUDY: STEP THREE 3.3
  59. DISTRIBUTION PROCESS FOR EVERY POST
  60. NETWORK AND LINK
  61. BUILD AN OUTREACH LIST
  62. LINKEDIN IS AMAZING
  63. AGGREGATORS HELP!
  64. TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found? @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
  65. 19% INCREASE IN ORGANIC IN 3 MONTHS
  66. 696 LEADS IN 3 MONTHS
  67. 44% CONVERSION RATE
  68. Has Leads, Will Nurture 3.4
  69. NURTURE LEADS TO CREATE CUSTOMERS
  70. NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide
  71. NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email
  72. NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email
  73. NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
  74. TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth! @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
  75. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw dan@effinamazing.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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