Bootstrapping content marketing

Bootstrapping Your Content Marketing

StartUP@BlagoevgradMarch 30, 2013

1

Meet Geralyn from LA

2

She just launched Sammy&Claire.com

3

Geralyn has...A yet unknown brand

Beautiful website design

An awesome product

Great customer service

A short cash runway

4

She only needs...Social media presence

Blog

Organic traffic

Search rankings

Customers

Cash flow

5

Traditional marketing is

out.

6

Can I bootstrap this baby?

7

Traditional marketing talks at people.Content marketing talks with them.

- Doug Kessler

8

Isn’t this Social Media Marketing?

9

And what about SEO?

10

SEO has changed

2012 2013

Duplicate & low quality content

Manipulativelink-building

Earned endorsement to quality content

Process Outcome

11

Courtesy of Scribe’s The Business Case for Agile Content Marketing

SEO Analyst

Content creator Outreach coordinator

12

This is a huge amount of work...

Is it worth it?

13

0

ROI

PPC

(manipulative)

SEO

CM

The long game

14

Courtesy of HubSpot Marketing Benchmarks from 7,000+ Businesses

Content MarketingTipping Points

15

400+

16

10+

17

50+

18

500+

19

200+

20

The Strategy

Brandededitorial content

Editorial endorsements

Money page

21

What to measureStage KPIs

Reach Social audience growthSearch impressions

EngagementSocial shares on contentEarned links to content

Organic search visitsSocial media referral visits

Conversion Conversions by channelReturn on Investment (ROI)

22

Plan

Produce

PublishPromote

Prove

23

[Planning]

24

GA organic keywords

Tool used: Google Analytics (GA)

25

Finding keyword traction

Tool used: Google Webmaster Tools (GWT)

26

Drilling deeper into search demand

Tool used: Google AdWords keyword tool & Google Trends

27

Anything getting social shares?

28

[Production]

29

Think like a publisher

30

Define customer personas

What are their problems?

What keeps them up at night?

What are their goals?

31

You’re not an artist, Peggy.You solve problems.

Leave some tools in your toolbox.

- Don Draper, Mad Men

32

Content checklist• Who are we writing for (customer persona)?

• Does it provide a resource, evoke emotion or entertain?

• What keyword(s) are we targeting?

• What conversion page are we linking to?

• Does it have a great image?

• Is it original, or improve existing content on this subject?

• Is it shareable?

• Is it timely?

33

Repurposing content

34

Repurposing on Pinterest

35

Repurposing via email marketing

36

37

“ Within search results, information tied to verified online profiles will be ranked higher than content without such

verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining

anonymous, then, might be irrelevance.

- Eric Schmidt, Google Chairman

More on Authorship from SearchEngineLand

38

[Promote]

39

Need to have

Nice to have40

Core activities

Converse

@RT

#DM

ShareFollow

Growaudience

Gaininfluence

Buildrelationships

41

Finding influencers

42

Curate content

Hand-picked content -- shared with editorial flare -- naturally attracts quality followers/fans.

43

Listen...

& talk it up

44

Guest blog outreach

ID target customer

...1

Reach out to those sites

4

ID common influencers

2 ...

Find sites influencers are

sharing

3 ...

45

[Prove]

46

Defining ROI

Incremental revenue increase

Lifetime value (LTV) creation

47

Measuring LTV using cohort analysis

48

Cohorts profitability over time

49

Build

MeasureLearn

50

Twitter : @parischildressLinkedIn: bg.linkedin.com/in/parischildress/

Google+: Skype: pchil9Email: paris@hop-online.com

Thanks for making it this far

StartUP@BlagoevgradMarch 30, 2013

Ques%ons?

51