Download pptx - Creative Content Marketing: From Strategy to Execution

Benj ArriolaWork

SEO VP, Internet Marketing Inc.

SpeakerSMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more!

ExperienceSEO: 11 yearsWeb Design & Development: Since 1997Chemist: Before 1997

CompetitorWinner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship

It’s my first time in Sydney!

Content Marketing Is Not Just Writing An Article

Ideation Creation Promotion

Many forms of content marketingBlog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more!Or in any combination of the above.

Our Content Marketing Process

Discovery, Setup, Goal

Setting

Research and Persona

DevelopmentContent Creation

Influencer Research Promotion Measurement


Setting





Setting


Understand client’s business - Goals and messagingIdentify target customer - PersonasDetermine which online content channels to targetDevelop custom content marketing roadmap - StrategyContent Hub Audit – Structure, set-up, optimization.


Setting




Understand client’s business - Goals and messagingIdentify target customer - PersonasDetermine which online content channels to targetDevelop custom content marketing roadmap - StrategyContent Hub Audit – Structure, set-up, optimization.


Setting



Development

Some things to think about:Who (age, location, gender, education, job title)Environment (when, where using your site, device)Tasks (trying to complete on website)Motivation (broader desired outcome)Name/nicknamePhoto/icon

More detailed:Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits)

Go beyond keyword research, know what, how & whereto write content and promote it by creating detailed persona profiles.

Some things to think about:Who (age, location, gender, education, job title)Environment (when, where using your site, device)Tasks (trying to complete on website)Motivation (broader desired outcome)Name/nicknamePhoto/icon

More detailed:Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits)

Go beyond keyword research, know what, how & whereto write content and promote it by creating detailed persona profiles.


Setting



Development

Months January February March April May June

Static

X

Satirical Branded Meme, 1 IG (Vegas v Vegas)

Satirical Branded Meme

Motion 1 IG (Packing - Fashion Bloggers)

Video

Animated Video

IRL


Static

X




Video

Animated Video

IRL


Setting


Development

Our Content Marketing ProcessBusiness Quarters

Selling Cycles

Seasons

Holidays New YearsValentine's Day, President's Day

St. Patrick's Day Father's Day

Events CES - Las Vegas Mobile Expo - Atlanta

Product Launches Tablet keyboard dock Mobile battery case

DeadlinesVideo How-To Series Production Complete by 4/30

Company GoalsGrow email marketing list by 50%

Metrics Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions

Site Traffic & Conversion




Video subscriptions Video subscriptions

Notes Boston office opening

Q1: Budget $5000 Q2: Budget $6000


Static

X




Video

Animated Video

IRL

Our Content Marketing ProcessBusiness Quarters

Selling Cycles

Seasons

Holidays New YearsValentine's Day, President's Day

St. Patrick's Day Father's Day

Events CES - Las Vegas Mobile Expo - Atlanta

Product Launches Tablet keyboard dock Mobile battery case

DeadlinesVideo How-To Series Production Complete by 4/30

Company GoalsGrow email marketing list by 50%

Metrics Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions Email subscriptions





Video subscriptions Video subscriptions

Notes Boston office opening

Q1: Budget $5000 Q2: Budget $6000


Setting






Setting



The Role of Links in Great Content

Usability

SearchSocialContent

Usability

SearchSocialContentSearch

• Keyword Research• Search Volume• Competition• KEI

• Keyword Count & Density• Keyword Prominence• Keyword Proximity• Keyword Order

I’m bored reading your

mediocre content.

• Panda Update• Semantics / Word

Relationships / Usage• Content Layout / Structure• User Metrics

• Manual Reviews• Penguin Update (Links)

• Links from Low Quality Content


Usability

SearchSocialContentSearch

• Keyword Research• Search Volume• Competition• KEI

• Keyword Count & Density• Keyword Prominence• Keyword Proximity• Keyword Order

I’m bored reading your

mediocre content.

• Panda Update• Semantics / Word

Relationships / Usage• Content Layout / Structure• User Metrics

• Manual Reviews• Penguin Update (Links)

• Links from Low Quality Content


Usability• Reads Natural• Grammatically Correct• Easy to Comprehend• Evokes Emotion• Well Organized• Compelling to read and

pass on to others.

• Blog Post, Articles, Industry News• Good Calls to Action• Not Too Promotional• Useful, Provides Value• Compelling to read and

pass on to others.

• Product/Service Descriptions• Calls to action are more

direct• Very promotional,

detailing all major advantages.

Usability

SearchSocialContent

Usability• Reads Natural• Grammatically Correct• Easy to Comprehend• Evokes Emotion• Well Organized• Compelling to read and

pass on to others.

• Blog Post, Articles, Industry News• Good Calls to Action• Not Too Promotional• Useful, Provides Value• Compelling to read and

pass on to others.

• Product/Service Descriptions• Calls to action are more

direct• Very promotional,

detailing all major advantages.

Social

• Evokes Emotion• Sparks Interest• Compelling to

read and pass on to others.

• Calls to Action to Share to Others

• Ask user opinion• Be interactive


Usability

SearchSocialSocial

• Evokes Emotion• Sparks Interest• Compelling to

read and pass on to others.

• Calls to Action to Share to Others

• Ask user opinion• Be interactive


Usability

SearchSocialContent

Good Quality Content = Good for

Penguin and Panda, and

Good for Users

Good Quality Content =

Compelling to share, viral, share

bait, link bait

Good Quality Content = Good link bait, natural

links. Increase ranking.

Content Can Come in Many FormsInfographics & InfoguidesInteractive Landing PageeBooks & WhitepapersProduction & Animated VideosKinetic Typography & Motion Graphics Blogs & Articles Authority BuildingWebinars & IRL EventsPress Release & Matte ReleaseBadge, Awards, & Recognitions

InfographicsScrolling lightbox at maximum width.Thumbnail should not just be a smaller version of the whole infographicConfigure your Opengraph image tags.Always offer the embed codesPut social sharing buttons on top and at the bottom.Never forget Pinterest to be included in your social sharing when posting infographics.After a month or two, occasionally do a reverse image search to find pages posting the image that have no links.

InfographicsCampaign Goal:

Craft an infographic in order to help explain the importance and complexity of Google Authorship on IMI’s blog

Infographics

Very first interaction after seeing the infographic was contacting us right away.


Use infographics and motion graphics to promote ticket sales of a theater.

Campaign Results1000+ new pageviews and impressions50,000+ views on YouTubeAcknowledged by top movie review blogs and major publications like Forbes.com, and other high Domain Authority/PageRank100+ new links$50,000+ dollars in ticket sales from traffic coming from the infographics and motion graphics.


To increase pageviews, traffic,and inbound links to improve organic rankings and conversions.

Campaign Results:Acknowledged industry peersmany with Domain Authorities over 90 and Page Ranksbetween 8 and 10Increased Pageviews by 40,000+Avg. time on page of 5 minHundreds of thousands of social sharesDrastic improvement in SEOPicked up by Buzzfeed and converted into a video.They mentioned the source, but gave no link. Aftera simple request, they added it immediately.

eBooks & Slideshares

Reads:9,243

More Content TipsInverted PyramidAvoid the Great Wall of Text

Headings & SubheadingsImages

Read More… Make the hanging thought enticing

Content SuggestionsTarget Emotions:

Funny, inspiring, interesting, bizarre, good information, good research, new discovery.

Topic Examples (Emotional Triggers):Solving a problem, giving a solutionControversial post, conflicting ideas

Always present both sidesIf you are on one side, state that it is only your opinion only and you can be wrong

Invite readers to state their views

Top list, triviaAnything that gives more money or saves money“Things not to do”, “how to not do” list.Inspirational / Motivational

http://bit.ly/emotiontrigger

http://bit.ly/emotiontrigger

Top 50 Psychological Trigger WordsUnknown Source

Words that Evoke Positive Emotions Energize Boost Refresh Revitalize Kind Compassionate Vibrant Strong Understanding Overcome Thrive

Words that Evoke Curiosity Banned Illegal Secret Taboo Covert Hidden Exposed Undercover

Gentle Success Power Achieve Bright Colorful Thoughtful Positive Satisfaction Happy Health

Words that Trigger Action (Induce Sales) Explosive Scientifically Proven Urgent Free Profitable Erupting Limited Time Deal Proven Tested

Expert Easy Simple Money Fruitful Closing End Action Buy Lazy

Top 50 Psychological Trigger WordsSource: Brian Clark (Copyblogger.com) / http://www.copyblogger.com/trigger-words/

Health Boost Cure Energize Flush Vibrant

Hope Bright Destiny Empower Overcome Undo

Anger Arrogant Cruel Greed Hate Unscrupulous

Frustration Had enough? Never again… Pointless Temporary fix Tired

Betrayal Burned Conspiracy Disinformation Fleece Swindle

Revenge Avenge Payback Reclaim Turn the tables Vindication

Forbidden Banned Controversial Exposed Insider Taboo

Powerlessness Agony Floundering Helpless Paralyzed Surrender

Passion Blissful Delightful Jubilant Rave Thrilled

Urgency Before you forget… Deadline Limited Seize While it’s fresh on

your mind…

http://www.copyblogger.com/trigger-words/


Setting





Influencer Research


Setting




Influencer Research


Setting



You post on their site.They post on your site.They re-share your content piece.Interview them, make the part of the article.Use them as a authoritative voice verifying your claims.Get them to use their social channels to help promote your content.Simply make them a friend.

Blogger OutreachCampaign Goal:

To implement a content marketing and blogger outreach strategy to increase conversions on product landing pages.

Blogger OutreachCampaign Results:

Developed key relationshipsThe top 30 referrers were from blogger and social sites8% conversions from blog click-throughsImproved link profile & SEOIncrease in positive product reviewsDramatic increase in sales



Setting




Is There Content Marketing That Is Not Link Building?

What we measure in content marketing

If you are doingcontent marketing for links alone, you might be doing it wrong.

Conversions

Traffic

Links

Engagement

Social Activity

Sample Report

High Converting Content Marketing

Revenue from the quiz

$909,738.06(as of May 1)

SummaryIdeation Creation Promotion

Content marketing can come in many forms like: Blog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more or in any combination of the above.

Discovery, Setup, Goal Setting


Development Content CreationInfluencer Research Promotion Measurement

ThanksQuestions?