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Optimizing Your Content Marketing and Blog for Conversions

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Optimizing Your Content Marketing and Blog for Conversions DAN MCGAW


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@ThueLMadsen @Kissmetrics #KissWebinar


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THUE MADSEN DAN MCGAW Marketing Operations Manager, Kissmetrics Founder and CEO, Effin Amazing @ThueLMadsen @DanielMcgaw 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. 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.


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@DanielMcgaw @EffinAmazing #KissWebinar


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TABLE OF CONTENTS 1 Fairy Tales and Facts 2 How to Get Data Driven Keyword Planner is Your Friend Create Blog Topics Select a Topic Hack Your Ability to Rank 3 Case Study Improve Current Content and Process Redevelop Content Strategy to Attract New Customers Launch Posts and Distribute Like a Mofo Has Leads, Will Nurture


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1 Fairy Tales and Facts


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FAIRY TALE: CONTENT MARKETING IS EASY 01


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FAIRY TALE: CONTENT MARKETING IS EASY FACT: IT IS THE HARDEST AND MOST EXPENSIVE MARKETING CHANNEL 01


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FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY 02


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FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY FACT: CONTENT TAKES MONTHS TO DRIVE TRAFFIC 02


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FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT 03


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FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03


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2 How to Get Data Driven WITH YOUR CONTENT MARKETING


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KEYWORD PLANNER IS YOUR FRIEND


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KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service


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KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies


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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


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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


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FIND WORDS THAT HAVE VOLUME


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FIND WORDS THAT HAVE VOLUME


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TWEET OF THE DAY If no one is looking for your content, then no one will read your content. @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar


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GET KEYWORD IDEAS


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USE THESE IDEAS TO CREATE BLOG TOPICS


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JUST DON’T USE THE TYPOS


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GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO


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PREDICTIVE SEARCH YOUR TOPICS


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PREDICTIVE SEARCH YOUR TOPICS


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PREDICTIVE SEARCH YOUR TOPICS


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SELECT A TOPIC BASED ON YOUR SEARCH


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SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts


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SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them


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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


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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


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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


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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!


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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


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3 Content Marketing is Worthless if it Doesn’t Move the Needle CASE STUDY


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AGENCY


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CLIENT


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Grow traffic, generate leads, and increase revenue . . .


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3.1 Improve Current Process and Content CASE STUDY: STEP ONE


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BLOG


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ITALIAN WAS FIRST LANGUAGE


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OUR COPYWRITER FIXED THAT


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3.2 Redevelop Content Strategy to Attract New Customers CASE STUDY: STEP TWO


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CHUPAMOBILE “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile Flappy Bird The Flappy Miley Clone


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App re-skinners were ruining the site and causing havoc in the app store


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APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky


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CONDUCT KEYWORD AND SEARCH RESEARCH


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BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code


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MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT


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BUILD LANDING PAGES


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LOTS OF THEM


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MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts


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MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar


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MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up


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CREATE CONTENT CALENDAR


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3.3 Launch Posts and Distribute Like a Mofo CASE STUDY: STEP THREE


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DISTRIBUTION PROCESS FOR EVERY POST


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NETWORK AND LINK


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BUILD AN OUTREACH LIST


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LINKEDIN IS AMAZING


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AGGREGATORS HELP!


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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


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19% INCREASE IN ORGANIC IN 3 MONTHS


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696 LEADS IN 3 MONTHS


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44% CONVERSION RATE


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3.4 Has Leads, Will Nurture


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NURTURE LEADS TO CREATE CUSTOMERS


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NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide


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NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email


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NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email


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NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email


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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


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Questions? THUE MADSEN DAN MCGAW Marketing Operations Manager, Kissmetrics Founder and CEO, Effin Amazing @ThueLMadsen @DanielMcgaw tmadsen@kissmetrics.com dan@effinamazing.com


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