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@DavidMChris
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
@DavidMChris
Journalism
Audience Development
SEO
Content Marketing
@DavidMChris
Traditional Journalist
Creates Content
Content Marketer
Plans Content
Creates Content
Promotes Content
Grows Audience
Evaluates Reception
Adjusts Behavior
Vs.
@DavidMChris
Question 1:
What is the goal
of this content?
@DavidMChris
Content Social
OutreachSearch
Blog
Website
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
@DavidMChris
Social
OutreachSearch
Content
Traditional
Journalist
@DavidMChris
@DavidMChris
Social
Search Outreach
Content
@DavidMChris
@DavidMChris
OutreachSearch
SocialContent
Socia
l
Media
@DavidMChris
@DavidMChris
Search
Content Social
Outreach
@DavidMChris
@DavidMChris
Content Social
Lin
k B
uild
er
OutreachSearch
@DavidMChris
@DavidMChris
Social
OutreachSearch
Content
SEO
@DavidMChris
@DavidMChris
SocialContent
@DavidMChris
Search Outreach
@DavidMChris
Your Audience
Potential Customers
Desirable
Audience
Irrelevant
Audience
Highly
Desirable
Audience
@DavidMChris
Your Audience
Potential Customers
Desirable
Audience
Irrelevant
Audience
Get in front of these
Highly
Desirable
Audience
@DavidMChris
Your Audience
Potential Customers
Desirable
Audience
Irrelevant
Audience
Highly
Desirable
Audience
Ignore these
@DavidMChris
Digital
Marketing
Channels
@DavidMChris
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
@DavidMChris
Average
Conversion
Source39%
31%
23%
6%1%
Organic Search
Direct
Paid Search
Referral
Social Network
* Sample: 25 BigWing Clients with SEO, Content Marketing & PPC (Last Click Attribution)
@DavidMChris
Travel
Neighborhood Bad
Neighborhood
@DavidMChris
@DavidMChris
Outreach
SocialGoals
Promotion
Search
Content
Website
Events
Link Building
Tactic: Events Link Building
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Avg. Dom. Authority
Problem
National Event Dir. 83 Nofollow
Local Media Event Dir. 62 Listings Disappear
Local Event Dir. 31 Some Listings Disappear
17 Links Built
18 Minutes per Link
@DavidMChris
@DavidMChris
Timeframe: 2 Months
Client: Local Charity
Time: 5 Hours
Events Link BuildingPageviews
14
T on P
00:15
Fol.
Link Dom
11
Nofol.
Link Dom
6
Results
James Young
@DavidMChris
@DavidMChris
Social
Search
GoalsContent
Website
Promotion
Outreach
Media/PR
Tactic: Reporter Outreach
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Create a profile page for
your ‘authority’ source
• Photo
• Experience
• Expertise
• Publications
@DavidMChris
@DavidMChris
Pre-empt HARO requests
with quotable blogs
@DavidMChris
@DavidMChris
Ideal Outreach Email
@DavidMChris
@DavidMChris
Requests Answered: 41
Avg. Domain Authority: 49
Unsuccessful51%
Featured32%
Linked17%
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Timeframe: 1 Year
Client: Vet
Time: 21 Hours
@alex_broseph
Reporter OutreachPageviews
20
T on P
00:09
Fol.
Link Dom
7
Results
@DavidMChris
@DavidMChris
Engagement
• Click Through Rate (CTR)
• Dwell Time / Bounce Rate
@DavidMChris
Content Social
Search
Goals
Tactic: Monitoring Mentions Promotion
Outreach
Media/PR
Webmasters
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Naming Rights
So we built
landing pages
@DavidMChris
@DavidMChris
Social
Search
Goals
Promotion
Outreach
Media/PR
Webmasters
Content
Website
Tactic: Link Bait
@DavidMChris
@DavidMChris
Links Requested: 22
Avg. Domain Authority: 50
Link Refused55%
Link Granted45%
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Title: Wayman Tisdale &
Thunder Practice Facility
Client: Hospital
Time: 41 Hours
@alex_broseph
Link BaitPageviews
446
T on P
01:25
Fol.
Link Dom
10
Results
@DavidMChris
@DavidMChris
Search
SocialGoals
Promotion
Outreach
Content
Blog
Graphics
Post
Grow Audience
Engage
Paid ($40)
Influencers
Beneficiaries
Tactic: Ego Bait
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
10/25 Influencers
shared URL
1 Linked
@DavidMChris@DavidMChris
@DavidMChris
Title: 25 Men Every Man of
Style Should Follow
Client: Tailor
Time: 7.25 Hours
@thedanholmes
Ego BaitResults
Pageviews
375
T on P
03:28
Shares
94
Reach
12,390
Fol.
Link Dom
1
Social
81
@DavidMChris
@DavidMChris
Search
GoalsContent
Blog
Video
Promotion
Outreach
Media/PR
Influencers
Post
Engage
Social
Tactic: News Jacking
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Avg. Domain Authority = 73
@DavidMChris
@DavidMChris
Title: Ozcar
Client: University
Time: 80 Hours
@The_Atom_Ray
News Jacking
Social
2
Pageviews
540
T on P
02:07
Shares
414Fol.
Link Dom
6
Nofol.
Link Dom
4
Reach
50,824
Results
Social
2
@DavidMChris
@DavidMChris
SocialGoals
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
@DavidMChris@DavidMChris
@DavidMChris
Question 1:
Has it been done
already?
Question 2:
Can we do it
better?
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Involve others in
content generation
Reddit Referrals: 218
@DavidMChris
@DavidMChris
Outreached to 30 Home Owner Associations
20 contributed or shared the guide
@DavidMChris
@DavidMChris
Took 1.5 Hours with Mail Merge
Direct Traffic: 1,167
@DavidMChris
@DavidMChris@DavidMChris
@DavidMChris
Lights Installation Page:
+242% YoY pageviews
@DavidMChris
@DavidMChris
Competing
content
linked to us!
@DavidMChris
@DavidMChris
Next we pursue competing contents’ backlinks
Tool: Majestic SEO
@DavidMChris
@DavidMChris
Title: Colorado Springs
Christmas Lights Guide 2014
Client: Landscaper
Time: 14 Hours
@RachelisCunning
Definitive ContentPageviews
8,037
T on P
03:13
Shares
1,545Fol.
Link Dom
3
Nofol.
Link Dom
4
Reach
63,099
Social
25
Results
Conversions
5
@DavidMChris
@DavidMChris
@DavidMChris
SocialGoals
Search
Promotion
Outreach
Content
Blog
Photos
Video
Post
Grow Audience
Engage
On-Page SEO
Friends
Influencers
Beneficiaries
Tactic: Ego Bait
@DavidMChris
@DavidMChris
@DavidMChris
@DavidMChris
@DavidMChris
@DavidMChris
Title: Ryan Drake - Drinking
Games for One
Client: Digital Conference
Time: 5 Hours
@DavidMChris
Ego BaitPageviews
331
T on P
03:37
Shares
73
Reach
24,933
Results
Conversions
6
@DavidMChris
@royceyoung
@DavidMChris
@DavidMChris
@DavidMChris
@DavidMChris
Title: Royce Young Video
Client: Digital Conference
Time: 4 Hours
@DavidMChris
Ego BaitPageviews
394
T on P
05:03
Shares
2
Results
Fol.
Link Dom
2
@DavidMChris
@DavidMChris
SocialGoals
Search
Promotion
Outreach
Content
Blog
Photos
Video
Post
Grow Audience
Engage
On-Page SEO Influencers
Tactic: Syphoning Search
@DavidMChris
@DavidMChris
@DavidMChris
@DavidMChris
Client: Digital Conference
Time: 30 minutes
@DavidMChris
Syphoning SearchPageviews
686
T on P
02:43
Results
Fol.
Link Dom
1
Conversions
1
Social
27
42
@DavidMChris
@DavidMChris
Goals
Content Social
OutreachSearch
Blog
Website
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
@DavidMChris
Title: Confluence conference
Client: BigWing Interactive
Timeframe: 2 years
Time: 320 Hours
Events Link BuildingPageviews
21,815
T on P
02:21
Shares
3,865Fol.
Link Dom
87
Nofol.
Link Dom
26
Reach
1m+
Social
756
Results
Clients: 3
Tickets: 300
Hires: 2
@DavidMChris
240
@DavidMChris
@DavidMChris
Website
“Nobody wants to
feature my website.”
@DavidMChris
Website
Event
Blog
Post
Post
Post
Definitive
Content
Website
Referring
Converting
Traffic
Link
Bait
Ego
Bait
Build
Great
Content
@DavidMChris
Tactics without strategy is the noise
before defeat.”
- Unknown
@DavidMChris
- 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)
@DavidMChris
- 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)
@DavidMChris
- 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)
@DavidMChris
- 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)
@DavidMChris
- 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)
@DavidMChris
David Christopher
Questions?
Snr. Inbound Marketing Manager
BigWing Interactive, Oklahoma City
!["Think Like a Marketer" and bring your Talent Brand to the next level [webcast]](https://img.pdfslide.us/doc/110x75/58aa77a91a28abbc1e8b618d/think-like-a-marketer-and-bring-your-talent-brand-to-the-next-level-webcast.jpg)
