Page 1
How to ELEVATE the Results of Your Content Marketing
Ian Cleary | @IanCleary
Founder RazorSocial and OutreachPlus
Page 2
@IanCleary
I’m an Inbound and Outbound Marketer
@IanCleary
Page 3
5 Step ELEVATE FRAMEWORK
@IanCleary
Page 4
Build on your foundation
STEP 1
@IanCleary
Page 5
@IanCleary
Optimize your website ScreamingFrog.com
Page 6
@IanCleary
Do a site audit SEMrush.com
Page 7
@IanCleary
Start your content research
Page 8
@IanCleary
Keywords competitors are ranking for SEMRush.com
Page 9
@IanCleary
Find out influencers related to topics BuzzSumo.com
Page 10
@IanCleary
Sub topics to include in your content AnswerThePublic.com
Page 11
@IanCleary
Can you rank?Use Moz’s Opensite Explorer (OSE)
moz.com/researchtools/ose/
Page 12
@IanCleary
Moz toolbarCan you rank? moz.com/researchtools/ose/
Page 13
Content Goals and Funnels
STEP 2
@IanCleary
Page 14
@IanCleary
Create content for each phase of the funnel
AWARENESS
CONSIDERATION
CONVERSION
RETENTION
ADVOCACY
Page 15
@IanCleary
BLOG POST With Content Specific Optin
Custom Audience
Map out the funnels
GOAL:
10% Conversion
Optsin?
Yes
No
Facebook Ads Landing Page
Join Webinar?
YES
YES
Email 1Email 2Email 3Email 4with offer
EMAIL SEQUENCE
Page 16
@IanCleary
Track every stage of your funnel
Page 17
Create and Publish Content
STEP 3
@IanCleary
Page 18
@IanCleary
Build your editorial calendar
Page 19
Strategic content could be
10x more work but have
1000x more value
@IanCleary
Page 20
@IanCleary
Pillar content
PILLARCONTENT
YOUR WEBSITE Related ArticleFORBES
Related ArticleHUFF POST
Related ArticleINC
Related Article
ENTREPRENEUR
Page 21
@IanCleary
The Conversation PRISM
Ranking for 527 keywords
3.27k backlinks
Links from 622 domains
Page 22
@IanCleary
Utility
Page 23
Example Pillar Content
Related ArticleFORBES
Related Article
HUFF POSTOutreachPl
us
Related Article
ENTREPRENEUR
Link301 Redirect
Broken Link
Search
Page 24
@IanCleary
Microsite
Page 25
Moving from pillar content to pillar concept
Page 26
OutboundMarketing
STEP 4
@IanCleary
Page 27
@IanCleary
Content Pre-promotion
Page 28
@IanCleary
Social distribution Agorapulse.com
Page 29
@IanCleary
Email Outreach
Build backlinks
Get press mentions
Guest posts on authority websites
Influencer outreach
@IanCleary
Page 30
Biggest problems with Email Outreach
NOT TARGETING THE RIGHT AUDIENCE
NOT ENOUGH PERSONALIZATION
NOT FOLLOWING UP
?
0
@IanCleary
Page 31
@IanCleary
BuzzSumo monitoring for mention links BuzzSumo.com
Page 32
@IanCleary
Get press links
Page 33
@IanCleary
Email outreach OutreachPlus.com
Page 34
@IanCleary
Email outreach OutreachPlus.com
Page 35
Analyze andOptimize
STEP 5
@IanCleary
Page 36
@IanCleary
Custom Audience
Optimize your funnel
Optsin?
Yes
No
Facebook Ads Landing Page
Join Webinar?
YES
YES
Email 1Email 2Email 3Email 4with offer
EMAIL SEQUENCE
Download
Exit Intent Pop-up
BLOG POST With Content Specific Optin
GOAL:
10% ConversionGOAL:
15% Conversion
Page 37
@IanCleary
Not entering your funnel OptinMonster.com
Page 38
@IanCleary
List segmentation to help with retention
Page 39
@IanCleary
ConvertKit Abandon sequence ConvertKit.com
Page 40
@IanCleary
Goal Visualization Google Analytics
Page 41
5 Step ELEVATE FRAMEWORK
@IanCleary
Page 42
THANK YOU
@IanCleary
Ian Cleary | @IanCleary
Interested in outreach?Interested in ELEVATE
RazorSocial.com OutreachPlus.com