Content Marketing Strategy

Rand Fishkin
Rand FishkinFounder, CEO, Author um SparkToro
The Strategic Side of
Content Marketing
   bit.ly/mozcontentstrategy

         Rand Fishkin
An Unfortunate,
Common Story
We Need to Acquire
   Customers!
Ooo! Let’s Try Search
      Engines!
Buying These Keywords is Really Expensive
We Need Some of that SEO Magic!




                             SO MANY
                           FREE CLICKS…
Time to Get Some Links
But We Gotta Keep it White Hat
We’ll Start with Some Article Marketing
Then Some Guest Blogging
Some Do-Follow Comments
Link Request Outreach to a Few Sites
Submit to Only the “High Quality” Directories
Sponsor Events & Charities to Get Some Links
Send a Few Press Release Blasts
Get Our Partners to Link to Us
Do Some Advertising that Leads to Links
Whew…
Getting Links is Really Hard.
You Know Who Has It Easy? Bloggers!
They Just Get Links Pouring In for Nothing!
Let’s Start a Blog!
Yeah, and We’ll Do Some Clever Graphics
Then Launch Some Linkbait!
Ugh, I Thought This Would Be Easier
Despite All That Effort, Our Linkbait Only Got Only 5 Links
These Blog Posts Aren’t Getting Us Anywhere
Screw This.
Let’s Just Outsource our Link Building
Months Pass…
Rankings Stagnate
Trouble Looms.
Content Marketing Strategy?
Content Marketing Strategy
Another (Sadly)
Common Story
Content’s a Great Way for Us to Get Traffic
We Make Graphics
And Blog Posts
And Long-form Articles
We Made a Few Free Calculators & Tools
And Some How-To Videos
They Bring in a Lot of Visits from Search
And From Social Media
And Get Shared and Linked-to All Over the Web
But the Conversion Rate Sucks
We Need to Work on CRO & Improving Our Funnel
Let’s Make the Calls-to-Action More Obvious
And Enforce Email Collection to Access Content
So We Can Market to These Users Later
It’s Not Great for the User Experience
And It Hurts Viral Sharing
But We Need this Content to Carry Its Weight
Months Pass…
Content Cruises Along
Engagement & Sharing Drop
Conversion Rate Goes Up, But Total Conversions Fall
Content Marketing Strategy?
Content Marketing Strategy
Strategy ≠
A List of Content You Think Will “Go Viral”
Strategy ≠
A List of Tactics to Get You More Links
Strategy ≠
A List of Influencers/Publications You Want
          Mentioning Your Brand
So… What IS a
“Content Marketing Strategy”
Step 1:            Step 2:        Step 3:
Build a Product   Acquire Customers    Profit




                     ?
Step 1:            Step 2:        Step 3:
Build a Product   Acquire Customers    Profit




                     ?
                    Content Marketing is
                  ONE Way to Solve Step 2.
Step 1:               Step 2:        Step 3:
Build a Product      Acquire Customers    Profit




                        ?
                  Content Marketing STRATEGY is
                    the plan of action that will
                        achieve this goal.
Roadmap for
Content Marketing
You can build a great content
strategy by answering a few
   challenging questions.
What Are Your Ultimate Goals?
AKA: Why Do You Invest in Marketing?




Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
Usually, It’s One (or More) of These:


  Traffic                 Awareness


  Sales /
                            Retention
Conversions
Who Do You Need to Reach to Achieve That Goal?
Where is This Target Group on the Web Today?


Users:   1B+        900mm       500mm    150mm      150mm+
                                                 (blogosphere)
                                                                 130mm   50mm




         250mm+          250mm+
Users:   (print media)   (TV media)
                                      35mm   25mm     20mm       20mm    14mm
Who/What Influences Your Target Group?
What   Experiences Will Earn the Impact You Need:
Familiarity?
Likability?
Trust?
And, Secondarily, What’s Going to
  Earn You the Metrics You Need.
Links?
Shares?
Engagement?
Conversions?
Will These Investments Have a Better ROI Than
 Other Marketing Investments (i.e. paid media)?
Great answers to these questions
 will almost always yield a great
  content marketing strategy.
Two Examples
http://www.tableausoftware.com/public/gallery/taleof100
Goal:   Build awareness &          Influencers:    Wall Street Journal,
        acquire customers for                      bloggers, data viz
        Tableau’s software                         aficionados


Who:    Business analysts,         Experience:      Beautiful, usable UX.
        entrepreneurs, big data                     Interactive e.g.
        owners, Excel junkies                       Meaningful insights.


Where:    Press, Search, Social,   ROI Comparison:
          Blogosphere,
                                       Brand advertising = too
          Tradeshows
                                       shotgun, too expensive
http://thecriminallawyer.tumblr.com/post/19810672629/12-i-was-entrapped
Goal:   Build awareness in the   Influencers:    Facebook friends,
        highly competitive NYC                   colleagues, family
        criminal law field


Who:    Anyone who might         Experience:      Enjoyable to read,
        influence anyone who’s                    easy to get through,
        ever arrested                             high quality info


Where:    Social, Blogosphere,   ROI Comparison:
          Press, Search
                                     Paid search = too expensive,
                                     won’t reach the referral audience
Checklist
Marketing Goal(s)
Target Customer
Target Channels
Influencers
Experience to Deliver

ROI Comparison
5 Recommendations
To Improve Your Strategy
#1: Invest for a 5 Year ROI


 This is when Geraldine started her
               blog
#1: Invest for a 5 Year ROI


 This is where most people give up
#1: Invest for a 5 Year ROI


 4,000+ visits/day the last 3 months
#2: Don’t “Target” Influencers; Involve Them
#3: Great Artists Steal




Via: http://www.bbc.co.uk/news/health-18770328
#3: Great Artists Steal




Via: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg
#4: Expand Your Definition of “Content”
Blog Posts
Articles
Educational Resources
Video
Slide Decks
Animations
Photos
APIs
Your Site’s “Boring” Pages
404s
Comments
News
Vacation Time
Workspaces
Physical Goods
Advertisements
Blogs
                               Tweets                           Video
                  Plugins                                                       UGC
   Comments                                                                               Comics

  Slide Decks                                                                              Products

     Photos                                                                                 Infographics

Animations            CONTENT MARKETING!                                                     Services
                      (aka anything you produce to earn awareness, likability & trust)
UI Elements                                                                                 Physical Space

        APIs                                                                               Print Material

          Ads                                                                             Press

              Tools                                                Events          PDFs
                      Food        Data
                                              Platforms
#5: Choose Short Men (and Tall Women)




Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
One My Favorite Content
Marketing Examples
Goal:   Build awareness of cancer   Influencers:          Seattle journalists,
        treatment center & earn                           mainstream media,
        support/donations                                 friends & family


Who:    Northwest families and       Experience:           Emotional, positive,
        potential donors                                   uncontroversial



Where:    Press, YouTube,           ROI Comparison:
          social, search
                                    Brand advertising is an option and Children’s
                                    invests there today… This is an experiment.
News Headlines:


 YouTube Views:




Links & Shares:
http://www.youtube.com/watch?v=ihGCj5mfCk8
Download:
bit.ly/mozcontentstrategy

      Rand Fishkin, SEOmoz
1 von 121

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