2. 2
Why Do You Need to Care About Content?
Ads = Difficult + Expensive
PR = Difficult + Expensive
Content = Just Difficult
3. 3
What is the Content Growth Stack?
What it does: connects content creation
efforts with business goals.
What it is: framework (tools and
processes) to grow your business using:
• content,
• analytics, and
• experimentation.
4. 4
Content Creation
Analytics
SEO
Social
Traffic Generation Website Optimization
Page Optimization
Path Optimization
See whether Page A or Page B converts better
with Optimizely.
See whether Path A or Page B converts better
with Payboard.
Measure website traffic and identify conversion
trends with Google Analytics.
Increase Volume of Search Engine Traffic with
Google Search Console.
See What Language Gets People from Social
Networks to Your Site with a focus on Twitter.
Create great content that tells your story and makes
people want to buy from you with WordPress.
8. 8
Website Optimization using AB
Testing:
• Page Optimization: how to
maximize a web page’s ability
to drive conversions.
• Path Optimization: how
potential customers get from
wherever they are to your site
and from your site to a
conversion event.
Experimentation (2/2)
For a website, AB Testing is the process
of setting up a control and a variation
of the control called an experiment,
and comparing performance over time.
9. 9
Content Creation
Analytics
SEO
Social
Traffic Generation Website Optimization
Page Optimization
Path Optimization
See whether Page A or Page B converts better
with Optimizely.
See whether Path A or Page B converts better
with Payboard.
Measure website traffic and identify conversion
trends with Google Analytics.
Increase Volume of Search Engine Traffic with
Google Search Console.
See What Language Gets People from Social
Networks to Your Site with a focus on Twitter.
Create great content that tells your story and makes
people want to buy from you with WordPress.
13. 13
Develop
Content
Strategy
Develop Personae
Develop
Keywords
Develop
Content
Strategy
Instrument
Your
Website
Search
Engine
Optimization
Social
Optimization
Set Up
Website AB
Tests
Track
Progress
• Imagine content you can create around your keywords that your customers will want to
consume.
• Types of content:
• Your own blog! Blog content is the anchor of your Content Growth Stack.
• Youtube Video, Slideshare, Twitter, LinkedIn, Google Plus, Facebook, Instagram, etc.
• Come up with a content schedule:
• 1 Blog Post a week (1 deep post, 3 small ones, cross post to Twitter, etc.).
• End Product – Content Strategy Document that you can print out and leave on your desk
• Bonus: enter it into your calendar.
15. 15
SEO Develop Personae
Develop
Keywords
Develop
Content
Strategy
Instrument
Your
Website
Search
Engine
Optimization
Social
Optimization
Set Up
Website AB
Tests
Track
Progress
• Goal: Learn What Converting Keywords to Dominate!
• Recommend using Google Analytics and Google Search
Console (was Google Webmaster tools)
• In Google Search Console, look at Search Traffic > Search
Analytics – record impressions, clicks, position monthly
• In Google Analytics, look at Acquisition > All Traffic >
Channels for how you get traffic, and Behavior > Site
Content for content performance
20. 20
Content Strategy Document
• Personae: __________ Description: __________________________________
• Focus Keywords: ______________________________
_______________________________ _______________________________
• Depth Blog Post (demonstrates thought leadership)
• Title: ____________________________ Focus Keyword: _________________ Date: __ / __
• Competitive Blog Post (talk about competitors/partners, industry news, etc.)
• Title: ____________________________ Focus Keyword: _________________ Date: __ / __
• Company Blog Post (make people interested in your company/product/service)
• Title: ____________________________ Focus Keyword: _________________ Date: __ / __
• YouTube Video (can be related to a blog post)
• Title: ____________________________ Focus Keyword: _________________ Date: __ / __
• Tweet 2x about each piece of content with different language.
22. 22
Growth Campaign Objective
Grow______________ @ $____ / conversion
from ________ / month to _________ / month
Starting __ /__ / __ Ending __ /__ / __
Currently Monthly Conversions
Conversion Event: Activation, Signup, Sale Average $ / Conversion
Target Monthly Conversions
Monthly Activities
Create Content
Basic SEO Improvements
SEO with Google Search Console
Social Testing with Twitter, LinkedIn, Facebook,
Instagram, Quora, etc.
Generate Insights from Google Analytics
AB Test Pages with Optimizely
AB Test Paths with Payboard
Growth Campaign 1-Pager
24. 24
Monthly Growth Report
What We Did This Month
• Page AB Test
• Description:
• Conclusion:
• Path AB Test
• Description:
• Conclusion:
• SEO
• Description:
• Conclusion:
• Social
• Description:
• Conclusion:
What We Will Do Next Month
Last Month Conversions: ____ This Month Conversions: _____ Next Month Conversions: ______
• Page AB Test
• Description:
• Conclusion:
• Path AB Test
• Description:
• Conclusion:
• SEO
• Description:
• Conclusion:
• Social
• Description:
• Conclusion:
Hinweis der Redaktion
. A really simple example was used during President Obama’s fundraising campaign.
. A really simple example was used during President Obama’s fundraising campaign.
You cannot get people to care about your business, but you can connect your business to needs that your customers already care about.
You cannot get people to care about your business, but you can connect your business to needs that your customers already care about.