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Optimizing Your Content
Marketing and Blog for
Conversions
DAN MCGAW
@Kissmetrics
#KissWebinar
@ThueLMadsen
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
@EffinAmazing
#KissWebinar
@DanielMcgaw
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
Fairy Tales and Facts
1
FAIRY TALE:
CONTENT MARKETING IS EASY
01
FAIRY TALE:
CONTENT MARKETING IS EASY
FACT:
IT IS THE HARDEST AND MOST
EXPENSIVE MARKETING CHANNEL
01
FAIRY TALE:
CONTENT DRIVES TRAFFIC
QUICKLY
02
FAIRY TALE:
CONTENT DRIVES TRAFFIC
QUICKLY
FACT:
CONTENT TAKES MONTHS TO
DRIVE TRAFFIC
02
FAIRY TALE:
CONTENT IS AN ART AND RELIES
ON GUT INSTINCT
03
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
2
KEYWORD PLANNER IS YOUR FRIEND
KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service
KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service
• Enter words around your
competitors or enemies
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
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
FIND WORDS THAT HAVE VOLUME
TWEET OF THE DAY
If no one is looking for your
content, then no one will read
your content.
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar
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
PREDICTIVE SEARCH YOUR TOPICS
PREDICTIVE SEARCH YOUR TOPICS
SELECT A TOPIC BASED ON YOUR SEARCH
SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
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
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
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
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.
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar
Content Marketing is Worthless
if it Doesn’t Move the Needle
CASE STUDY
3
AGENCY
CLIENT
Grow traffic, generate
leads, and increase
revenue . . .
Improve Current Process
and Content
CASE STUDY: STEP ONE
3.1
BLOG
ITALIAN WAS FIRST LANGUAGE
OUR COPYWRITER FIXED THAT
Redevelop Content Strategy
to Attract New Customers
CASE STUDY: STEP TWO
3.2
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
MAKE IT EASY TO BECOME A LEAD
• CTA on bottom of blog
posts
• CTA on sidebar
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
CASE STUDY: STEP THREE
3.3
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 found?
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar
19% 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
NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
• Introduction to Chupa email
NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
• Introduction to Chupa email
• How it works email
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!
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar
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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