Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media

@RossHudgens http://siegemedia.com

Most of us don’t get to make content like this.

Or this.

Or this.

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Instead, we’re in charge of content

like this.

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And we’ve got to promote that.

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For us, day to day marketing involves promoting websites

that aren’t BuzzFeed.

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STEP ONE: CONTENT STRATEGY

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DEFINING BLOG FOCUS

Building content in boring verticals may be

difficult if you remain vertically siloed.

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Build in-depth personas so you know what kind of content your buyers

are looking for.

Buffer is a social media sharing platform, but their buyer persona loves many other things, so they blog

about it. Well.

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It gives their site an incredible reach. For your

boring-site blog, it may give you just enough reach to

break out of restrictive topics.

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Credit Card Processing Blog? No.

Small Business Blog? HELL Yes.

Credit Card Blog? Yes.

FOCUS ON BUILDING THE BEST DIGITAL EXPERIENCE POSSIBLE

https://www.channellock.com/category.aspx?zcid=134

FIRST IMPRESSIONS ARE MORE IMPORTANT THAN EVER

You are less likely to get repeat chances in

boring industries.http://www.lingscars.com/

Quote Source: http://bit.ly/1cBcvJ1

Your product doesn’t have to be cool, but your story does.

DON’T TAKE YOURSELF TOO SERIOUSLY

http://www.movoto.com/blog/

You must build competency in driving visits to your site without many blog subscribers or email subscriptions.

In boring industries, readers are still often very willing to make small commitments.

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STEP TWO: CONTENT DEVELOPMENT

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BUILD LONG-TAIL CONTENT PEOPLE WANT

http://www.ubersuggest.org

GET CONTENT DEVELOPMENT BUDGET WITH COMPETITOR COMPARISONS

http://semrush.com

BUILD LONG-TAIL CONTENT YOUR COMPETITORS ALREADY BUILT

http://semrush.com

MATCH KWR AGAINST EXPECTED LINK #S

If there are high RD link numbers, and you can make the best resource, you probably have good

potential there.

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BUILD LINKABLE CONTENT INTO LANDING PAGES

http://geappliances.com/products/water/water_softeners.htm

BUILD LINKABLE CONTENT INTO LANDING PAGES

http://www.geappliances.com/products/water/water_heaters.htm

MAKE YOUR JOBS CONTENT

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MAKE YOUR LOCATION CONTENT

http://moz.com/blog/the-complete-guide-to-link-building-with-local-events

MAKE YOUR SUCCESS CONTENT

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BUILD NATIVE CONTENT

CREATE SURVEY CONTENT FOR CHEAP

It only costs $150 to get a statistically

significant (and interesting) survey.

http://www.google.com/insights/consumersurveys/home

GENERATE CONSUMER DATA ON YOUR SITE

http://www.softwareadvice.com/crm/userview/crm-survey/

BUILD A “SOLVE THE PROBLEMS” SECTION

http://www.homedepot.com/c/project_how_to

PROTIP: Ask customer service

reps for commonly asked questions.

BUILD CITY SPECIFIC CONTENT THEN USE STUMBLEUPON OR FACEBOOK ADS

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WRITE BETTER TITLES FOR YOUR POST/PRs

http://bit.ly/1byW9vR

GET VIRAL MARKETING INSPIRATION FROM LAUGHING SQUID

http://www.laughingsquid.com

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STEP THREE: CONTENT PROMOTION

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INCLUDE SHARE BUTTONS, BUT DON’T EMBARRASS YOURSELF

Yes.

No.

LOWER COVERAGE FRICTION

Make the press section easy to find.

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LOWER COVERAGE FRICTION

Make contact information easy to

locate on the press/news page.

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BUILD A PRESS SECTION THAT DOESN’T HURT TO LOOK AT

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BUILD A NEWS RELEASE FLYWHEEL

Twitter dedicated to PR.

Email Press List.

Good content.

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CONSIDER BULK PR PACKAGES

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SEARCH “SITE:REDDIT.COM POST SUBJECT”

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ENGAGE & NURTURE INFLUENCERSWITH HIGH-VALUE VERTICAL ROUNDUPS

TIP: Include your best posts, don’t

just link out.

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START BUILDING TRUST WITH A GOOD LOOKING SIGNATURE

http://www.siegemedia.com/pr-strategies-seos-havent-learned

Source: http://bit.ly/19gc1Hy

Content marketing is not a unicorn.

The most effective content marketers use an average

of 15 tactics. Source: http://bit.ly/1bnfUKZ

The least effective content marketers use

an average of 10. Source: http://bit.ly/1bnfUKZ

1) Test and fail. 2) Test and fail.

3) Test and succeed.

Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media

@RossHudgens http://siegemedia.com