how to make your content kick butt (and literally take names) · welcome to craft marketing!...
TRANSCRIPT
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 [email protected]
Resources from Winbound● Content - Conversion Scorecard
(includes keyword rankings)
● Customer Journey Template
● Winbound.com/blog