how to make your content kick butt (and literally take names) · welcome to craft marketing!...

How to Make Your Content Kick Butt (and Literally Take Names)

Welcome to Craft Marketing!

All-in-one digital marketing solution for small marketing departments.

● Traffic with no rank● Social with no shares

● Leads but no sales● Content overkill

What do people do when they come to your site?

Website Blog

How does it all work?

KeywordsLinks

Collaborators, Other content producers

Content: Website Blog Pages (Informational)

Content:Website Buying Pages (Sell)

#1

No Problem Awareness

Problem Awareness

Solution Awareness

Comparison

Buying

Post-Implementation

Customer Success

The Customer Journey

“Don’t fall in love with your product; fall in love with solving

problems for people.” - Russ Klein, CEO, AMA

Persona Research-

No Problem Awareness

Content:“24 Great Places to Go on

Vacation”

Problem Awareness

Content:“24 Ways Shark Attack Can Ruin Your Vacation”

Solution Awareness

Content:“How Shark

Repellent can Save Your Vacation and

Prevent a Gruesome Death”

Comparison

Content:“Top Shark Repellents”

Buying

Content:“Shark Repellent”

Implementation

Content:“How to Use Shark

Repellent”

Customer Success

Content:“How I Used Shark Repellent to Save

my Vacation”

So how does social media, SEO, and email marketing fit in?

No Problem AwarenessGoals & Metrics

Goals:Branding, List

Building, Reach, Links

Metrics:Traffic, Blog Subscriptions,

Social Shares, Inbound Links

No Problem AwarenessSEO

Content:“24 Great Places

to Go on Vacation”

Keyword:“Great Places to Go on

Vacation”

Proprietary research:Generates inbound links

● Over 1,000 backlinks● Translated into six languages● One new link per week from a website with high DA

No Problem AwarenessSocial

Content:“Anthony

Bourdain’s 24 Great Places to Go on Vacation”

No Problem AwarenessEmail

Content:“Anthony

Bourdain’s 24 Great Places to Go on Vacation”

List Building:“Subscribe for new updates

on Great places to Vacation!”

Metrics: Measuring Butt Kicking and Name Taking

No Problem Awareness

Problem Awareness

Solution Awareness

Comparison

Buying

Post-Implementation

Customer Success

Traffic, List Building, Link Building, Social Shares

Download Comparison Sheet, Exit to Buying Page

Download Solution Awareness Guide, List Building, Exit to Solutions Page

Form Conversion, Phone Call

Exit to Buying Page

Support Calls and Lower Customer Service Costs

Cross-sell Products, Shares on Social, Evangelize

Multi-Channel Attribution

How do I get started?

Keyword Research

● Think of it as customer research● All stages of customer journey need to rank

for buying page to rank● Helps rule out “no one cares” content

● Content audit: What’s ranking

● Brainstorm new ideas: Challenges, solutions

● Conduct a competitive analysis

● Slot in ranking posts and post ideas in different stages

● Research those ideas in terms of topics

● Consider landscape - where are we weak?

● Paste into overall spreadsheet, then sort by counts

● Where are immediate opportunities (what’s ranking on page 2?)

● Where are big gains with low competition?

● Consolidate posts that aren’t ranking but share same topic

● Redirect URLs

● Prioritize, add into editorial calendar

● Execute

Perspective: Things to Remember

Understand organic growth

Use Conversion Optimization to improve performance

• Test website to reach goals

• Use serial testing for low-traffic sites

• Improve efficiency

Use PPC and Facebook ads strategically

• Use PPC to test keywords and send to buying pages (keyword driven)

• Use Facebook for lifestyle (No Problem awareness) & buying

• Test / complement

Aim for the 10x Project

Aim for the 10x Project

Understand customer journey and always give a chance to buy

Conclusion

AMA Signature Speaker Series: Tues, Feb 13

Spencer X Smith: “Social Media: How to Calculate ROI and Stay Top of Mind”

Next Craft Marketing: Tues, Feb 24Sarah Best: “How to Get Your Social Media Team

to Produce Amazing Results”

March Craft Marketing: Tues, Mar 27Jessica Jones: “Guerilla Research: Create a

Better User Experience with Just 3 Interviews”

Greg Mischio Founder - Lead Strategistgreg.mischio@winbound.com608-445-0683

Resources from Winbound● Content - Conversion Scorecard

(includes keyword rankings)

● Customer Journey Template

● Winbound.com/blog