Secrets to Writing Content That Matters - Gillian Muessig

SESSION TITLEPresenter ’s Name

Content Power PackSecrets to Writing Content that Matters

PRESENTER: Gi l l ian Muessig

THE PROBLEM

How do you compete with this?We buy what we like; we consumer content we like

How do you compete with that?Incendiary, controversial, visceral, societally primal, emotional, very, very, costly

And what do you do with this?

Let’s get a visual on that

http://marketingland.com/apps-eat-digital-media-time-with-top-3-capturing-80-percent-143555

We’re all on the mobile web, not appsJust a few of us are using apps

http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html

2011

Mobile Web 90%

Apps 10%

2015

http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html

Time on apps 90%

Mobile web10%

2015

But those few apps we do use? We spend 90% of our time there

That’s al l very interest ing to those who

are interested in i t .

What are we going to do about i t?

THE SOLUTION

https://moz.com/blog/mobile-web-mobile-apps-invest-marketing-whiteboard-friday

Responsive website – yes!

Mobile app – no.1

Create

content for mobile web2

Start with the basics3

What can online content do for your business?

Brand awareness

http://www.siliconstrat.com/marketing-memos-blog/2012/12/04/basic-bodhi/

Respect & admiration among consumers

Broadcasting Politics Education

Socks Shoes Icecream

Shorten your sales cycleIt can lead to indirect conversoins

"What a cool post; I never even heard of this company before. Huh; they make software, too… I wonder what it does."

http://thesalesblog.com/2012/12/08/what-you-can-learn-from-the-super-compressed-sales-cycle/

Increase site traffic

http://ethicalchamp.com/increasing-website-traffic

Improved SEO

http://ethicalchamp.com/increasing-website-traffic

Direct Customer Conversions

http://rapidpaycard.com/point-click-purchase/

Brilliant product descriptions

https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell

Brilliant product descriptions

https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell

1. Establish us as experts

http://www.feynman.com/

moz.com

https://moz.com/blog/the-greatest-misconception-in-content-marketing-whiteboard-friday

2. Demonstrate our honesty/integrity

L. L. Bean

Demonstrate our honesty and integrity

BatteryMart.com

BTW, ‘most trusted brands’ include…10. David Yurman - luxury jeweler 9. iHerb - health store 8. Coach - handbags, apparel, accessories 7. Kate Spade - handbags, apparel, accessories 6. Zappos - online retailer specializing in footwear 5. Burberry - luxury soft goods designer 4. MR PORTER - online retailer for men 3. Shopbop - online retailer 2. Net-A-Porter - online retailer 1. LL Bean - heritage retailer

3. Share valuable information

5. Develop our community

Harley spirit – raw, intense, long lasting

Figment – touching the future

Lugnet.biz – Lego’s fan database

http://www.lugnet.biz/en/sites/?site_id=498

Psst.This is not a get rich quick scheme

4

Reality looks a lot more like this

Google Analystics from TheEverywhereist.com

Stick it out and these folks come calling

http://www.forbes.com/2011/06/23/100-best-web-sites-for-women-blogs-2011.html

Content Strategy(beyond great descr ip t ions)5

https://moz.com/beginners-guide-to-content-marketing/content-strategy

Content strategy answersWhat are we doing?Why are we doing this, again?

Start with the right questions

What do we want this company to look like in 3 years? 5 years?

How will content help us get there?

http://www.ibtimes.com/nasa-israel-space-agency-sign-agreement-expand-space-cooperation-peaceful-use-2140798

Case Study6

Show me what you’re talking about…

They’ve got a blog

What are we about?What are we trying to achieve with our content?

Whether you’re traveling around the corner or around the world, brettapproved® provides the accessible information and services you need to travel confidently.

What’s our primary message?

We exist to make travel possible and easier for people with disabilities and their families..

What do we need to accomplish?

Sell - hotel room bookings, tours, trip planning services, hard goods, soft goods, services…

What do we need to sell more?

More financially and physically qualified community members

How do we find these people?

Let’s build a websiteLet’s blogLet’s get a twitter accountLet’s launch a facebook page….

http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/

http://www.borp.org/programs/borp-youth-sports/youth-wheelchair-basketball/

http://www.accessiblethailand.com/the-world-of-wheelchair-travel-2/

http://www.theguardian.com/travel/2012/aug/24/readers-tips-accessible-holidays

http://www.visitkansai.com/sightseeing/wheelchair-travel-kyoto/

https://www.facebook.com/brettapproved

Now here…

Don’t just reach your customers, know them7Adobe ad copy, 2016

Community

Show what’s possible

Share brilliant products

Wheelchair Caddy

Write about others doing good work

http://hellomamas.com/

Keep it real

https://www.brettapproved.com/blog/mary-taloff-holy-sht-im-stranded-in-new-brunswick/

Ask for participation

Run surveys and share

Keep it simple

8This is the sing along portion of the presentation.

Clear your throats…

Content Construction

Buyers come from different angles

Need InfoNeed Solutions

Need to buyNeed support

They all search.

Whether you show up for searches is dependent on search engine rules.

http://www.life123.com/technology/internet/search-engine/search-engine-optimization-rules.shtml

Whether your content converts depends on whether your content matches search intent

What I meant to say was…

New Kitten!We should find a local vet

http://www.chemungspca.org/programs.aspx

Needs info

The cat’s got fleas!

http://pets.webmd.com/cats/ss/slideshow-skin-problems-in-cats

Event trigger

Which vet is best?

http://www.lchsinc.org/lvn_co_vet_practices/

Research Alternatives

It’s complicated

http://www.rangebourne-pets.co.uk/dogs.shtml

“Yeah, but…” issues

http://www.humanesociety.org/animals/resources/tips/choosing_a_veterinarian.html

I don’t know enough to ask questions

Solution Approach

http://blueridgeveterinaryservices.net/about-us/welcome-to-our-clinic/

Specific Solution

Does this place provide care forkittens and rabbits?

Brand ResearchNeeds a solution now

Bingo!

But wait!There’s more…

Well done!Excellent decision!Want to add…?

http://www.keepemhappypetsitting.com/contact-pet-sitting.html

Post Conversion

Keep ’em happy

http://www.keepemhappypetsitting.com/contact-pet-sitting.html

Customer Loyalty

Keep ’em coming back

https://placefull.com/keep--em-happy-at-home-carol-stream-il

Customer Loyalty

4 needs-targetedcontent types...

InformationalCommercialTransactionalNavigational

Non needs-targeted content float above the funnel

BrandingAccidentalSocialIdleTimely / News

branding

accidental

social

Idlenews

A peak behind the curtain

http://researchaccess.com/2014/01/what-to-expect-from-a-focus-group/wizard-of-oz-behind-the-curtain/

Multiple keyword suggest sourcesAmazon SuggestionsAndroid Market SuggestionsAsk.com Search SuggestionsBing Search SuggestionseBay SuggestionsGoogle Product SearchGoogle SuggestShopping.com Search SuggestionsYahoo! Search Assist SuggestionsYahoo! Shopping SuggestionsYou Tube Suggestions

Select appropriate Google domain(s)

• google.com• google.com.uk• google.de• google.com.au• google.com.in

800 to the file

• Divides thousands of keywords into individual 800-keyword files for uploading and processing by the Google Keyword Planner Tool

Finds hidden gems

• Identify keywords that were submitted,but not returned by, the Google Keyword Planner Tool

Obtains Google organic & PPC metrics

• Avg. Monthly Search Volume• Adwords Competition• Adwords Suggested Bid

Generates list of highest value keywords

• Assigns a long tail Platimum Organic Keyword™ competitive metric

http://www.longtailpro.com/new-long-tail-platinum-feature-import-your-own-keyword-lists/

Combines Organic & PCC data

• Combines Google organic,Long Tail Platinum™ and google PPC metrics data for each keyword (where data is present)

Assembles the master file

Get PPC search volume

Google Adwords

And costs

Google Adwords

Measure SERP competitiveness

Moz Keyword Difficulty Tool

Sort keywords

Search intentionStage of sales funnel

Add variables

http://www.dozendigital.com/blog/

Get your list in order

Search Competitive Funnel Seasonal EventQuery Score Location Timeliness Timeliness

Finally…

You know the topic of your post

SEUnify peak under the hood…

SEUnify peak under the hood…

SEUnify peak under the hood…

Use the exact 3-5 word phrase your searchers are searching for

Title

7-day Tours to

Expound on the search term.Capture imagination and incite curiousity

Sub-title

Secret wonders of…

Products with videos sell more than products without

Products with test-and-see modules sell better

Products with AMAZING descriptive content sell better

Content

Content: video

Test-and-see

Descriptions are stories

SESSION TITLEPresenter ’s Name

Thank you!

Gi l l ian Muessig

gi l l ian@out i lnesventure.com