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How to Think Like a Content Marketer

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Website Event Blog Post Post Post Definitive Content Website Referring Converting Traffic Link Bait Ego Bait David Christopher How to Think Like a Content Marketer


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Journalism Audience Development SEO Content Marketing


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Vs.


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Question 1: What is the goal of this content?


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Content Social Outreach Search Blog Website Email Photos Video Events Graphics Podcasts Research Webinars Usability CRO Post Grow Audience Reputation Mngt. Paid Engage Curate Kw. Research On-Page SEO Link Building Technical SEO SERP Messaging Engagement Retargeting PPC Influencers Webmasters Media/PR Collaborators Beneficiaries Friends Question 2: What is the promotion plan? Inbound Marketing


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Social Outreach Search Content Traditional Journalist @DavidMChris


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Social Search Outreach Content Traditional PR @DavidMChris


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Outreach Search Social Content Social Media @DavidMChris


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Search Content Social Blogger Outreach @DavidMChris


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Content Social Link Builder Outreach Search @DavidMChris


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Social Outreach Search Content SEO @DavidMChris


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Social Content Content Marketer @DavidMChris Search Outreach


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Flickr: Wesley Eller


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Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience


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Your Audience Potential Customers Desirable Audience Irrelevant Audience Get in front of these Highly Desirable Audience


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Your Audience Potential Customers Desirable Audience Irrelevant Audience Highly Desirable Audience Ignore these


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Digital Marketing Channels


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Paid: SEO increased quality score. Lower CPC = more traffic Referral: Content Marketing built links that drove traffic Social: Social media following grew, website content shared Organic: SEO, links & social engagement led to ranking higher Direct: Stronger online presence resulted in more direct traffic Work Together


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Average Conversion Source * Sample: 25 BigWing Clients with SEO, Content Marketing & PPC (Last Click Attribution)


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Outreach Social Goals Promotion Search Content Website Events Link Building Tactic: Events Link Building @DavidMChris


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@DavidMChris


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17 Links Built 18 Minutes per Link @DavidMChris


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Timeframe: 2 Months Client: Local Charity Time: 5 Hours Events Link Building Pageviews 14 T on P 00:15 Fol. Link Dom 11 Nofol. Link Dom 6 Results James Young @DavidMChris


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Social Search Goals Content Website Promotion Outreach Media/PR Tactic: Reporter Outreach @DavidMChris


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@DavidMChris


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Create a profile page for your ‘authority’ source Photo Experience Expertise Publications @DavidMChris


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Pre-empt HARO requests with quotable blogs @DavidMChris


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Ideal Outreach Email @DavidMChris


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@DavidMChris


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@DavidMChris


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Timeframe: 1 Year Client: Vet Time: 21 Hours @alex_broseph Reporter Outreach Pageviews 20 T on P 00:09 Fol. Link Dom 7 Results @DavidMChris


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Engagement Click Through Rate (CTR) Dwell Time / Bounce Rate @davidmchris


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Content Social Search Goals Tactic: Monitoring Mentions Promotion Outreach Media/PR Webmasters @DavidMChris


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@DavidMChris


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Naming Rights So we built landing pages @DavidMChris


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Social Search Goals Promotion Outreach Media/PR Webmasters Content Website Tactic: Link Bait @DavidMChris


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@DavidMChris


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@DavidMChris


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Title: Wayman Tisdale & Thunder Practice Facility Client: Hospital Time: 41 Hours @alex_broseph Link Bait Pageviews 446 T on P 01:25 Fol. Link Dom 10 Results @DavidMChris


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Search Social Goals Promotion Outreach Content Blog Graphics Post Grow Audience Engage Paid ($40) Influencers Beneficiaries Tactic: Ego Bait @DavidMChris


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@DavidMChris


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10/25 Influencers shared URL 1 Linked


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@DavidMChris


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Title: 25 Men Every Man of Style Should Follow Client: Tailor Time: 7.25 Hours @thedanholmes Ego Bait Results Pageviews 375 T on P 03:28 Shares 94 Reach 12,390 Fol. Link Dom 1 Social 81 @DavidMChris


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Search Goals Content Blog Video Promotion Outreach Media/PR Influencers Post Engage Social Tactic: News Jacking @DavidMChris


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@DavidMChris


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Avg. Domain Authority = 73 @DavidMChris


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Title: Ozcar Client: University Time: 80 Hours @The_Atom_Ray News Jacking Social 2 Pageviews 540 T on P 02:07 Shares 414 Fol. Link Dom 6 Nofol. Link Dom 4 Reach50,824 Results Social 2 @DavidMChris


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Social Goals Search Promotion Outreach Content Blog Graphics Research Post Grow Audience Paid ($50) Engage Kw. Research On-Page SEO Link Building Engagement Influencers Webmasters Media/PR Collaborators Tactic: Definitive Content @DavidMChris


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@DavidMChris


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Question 1: Has it been done already? Question 2: Can we do it better? @DavidMChris


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@DavidMChris


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Involve others in content generation Reddit Referrals: 218 @DavidMChris


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Outreached to 30 Home Owner Associations 20 contributed or shared the guide @DavidMChris


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Took 1.5 Hours with Mail Merge Direct Traffic: 1,167 @DavidMChris


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@DavidMChris


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Lights Installation Page: +242% YoY pageviews @DavidMChris


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Competing content linked to us! @DavidMChris


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Next we pursue competing contents’ backlinks Tool: Majestic SEO @DavidMChris


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Title: Colorado Springs Christmas Lights Guide 2014 Client: Landscaper Time: 14 Hours @RachelisCunning Definitive Content Pageviews 8,037 T on P 03:13 Shares 1,545 Fol. Link Dom 3 Nofol. Link Dom 4 Reach 63,099 Social 25 Results Conversions 5 @DavidMChris


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Social Goals Search Promotion Outreach Content Blog Photos Video Post Grow Audience Engage On-Page SEO Friends Influencers Beneficiaries Tactic: Ego Bait @DavidMChris


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@DavidMChris


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@DavidMChris


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@DavidMChris


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@DavidMChris


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Title: Ryan Drake - Drinking Games for One Client: Digital Conference Time: 5 Hours @DavidMChris Ego Bait Pageviews 331 T on P 03:37 Shares 73 Reach 24,933 Results Conversions 6 @DavidMChris


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@royceyoung @DavidMChris


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@DavidMChris


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@DavidMChris


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Title: Royce Young Video Client: Digital Conference Time: 4 Hours @DavidMChris Ego Bait Pageviews 394 T on P 05:03 Shares 2 Results Fol. Link Dom 2 @DavidMChris


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Social Goals Search Promotion Outreach Content Blog Photos Video Post Grow Audience Engage On-Page SEO Influencers Tactic: Syphoning Search @DavidMChris


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@DavidMChris


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@DavidMChris


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Client: Digital Conference Time: 30 minutes @DavidMChris Syphoning Search Pageviews 686 T on P 02:43 Results Fol. Link Dom 1 Conversions 1 Social 27 Email 42 @DavidMChris


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Goals Content Social Outreach Search Blog Website Email Photos Video Events Graphics Research Webinars Usability CRO Post Grow Audience Reputation Mngt. Paid Engage Curate Kw. Research On-Page SEO Link Building Technical SEO SERP Messaging Engagement Influencers Webmasters Media/PR Collaborators Beneficiaries Friends Tactic: Events Link Building @DavidMChris


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Title: Confluence conference Client: BigWing Interactive Timeframe: 2 years Time: 320 Hours Events Link Building Pageviews 21,815 T on P 02:21 Shares 3,865 Fol. Link Dom 87 Nofol. Link Dom 26 Reach 1m+ Social 756 Results Clients: 3 Tickets: 300 Hires: 2 @DavidMChris Email 240 @DavidMChris


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Website “Nobody wants to feature my website.”


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Website Event Blog Post Post Post Definitive Content Website Referring Converting Traffic Link Bait Ego Bait Build Great Content


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Tactics without strategy is the noise before defeat.”  - Unknown


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- Foster a Community of Content Creators - Identify SEO Opportunities - Create Content to Rank - More Eyeballs = More Links - Sell Advertising Against Content The Community (about.com)


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- Immerse in Industry Content - Curate the Space - Blog to Knowledge Gaps - Create Definitive Content - Engage Thought Leaders - Convert Visitors to Users (7.5 visits before conversion) The Curator (moz.com)


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- Create Controversial Content - Adhere to a Regular Editorial Calendar - Ego Bait Others (Monday Morning Tweets) - Agro Bait Others (Local Celebs & Politicians) - Build a Social Following - Be Consistent & Create Loyal Readers - Sell Advertising The Provocateur (thelostogle.com)


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- Identify Friends/Influencers - Build Relationships - Create Content of Mutual Benefit - Distribute Together - Secure Permission Assets (Signups) - Continue the Conversation - Convert Permission to Sales The Collaborator (hubspot.com)


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- Create Content Others Want - Stand Out in your Space - Grow Social Following & Encourage Sharing - Establish Authority on a Topic - Reach Other People’s Audiences (Outreach) - Diversify into Other Media (Books/TV) The Celebrity (thepioneerwoman.com)


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David Christopher Questions? Snr. Inbound Marketing Manager BigWing Interactive, Oklahoma City


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