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[Spoiler: Data is Your Friend] MITCH CAUSEY, LESSON.LY

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he became a Kissmetrics marketer. Whenever

Thue is not trying to automate everything around him, you can find him climbing and hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Mitch has led organic lead generation in both B2B & B2C markets for customers of all shapes and sizes,

including multiple Fortune 100 companies. He is currently the Director of Marketing at Lesson.ly and

Founder of CornerstoneInteractive.com.

MITCH CAUSEY Director of Marketing, Lesson.ly

@MitchellCausey

@lessonlyapp

#KissWebinar

@MitchellCausey

1 Build your foundations on keyword research.

2 Implement the angel oak content strategy.

3 Leverage inexpensive content sources.

AGENDA

MY STORY

Day 1: x = Handful of Leads1

MY STORY

Day 1:

Today:

x = Handful of Leads1

x = Lots and lots of leads550

MY STORY

Day 1:

Today:

Journey:

x = Handful of Leads1

x = Lots and lots of leads550

Build your foundations on keyword research

DON’T TRUST YOUR GUT

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Pro Tip: Search + Social = Best Content Unicorn

STEP 1: FIGURE OUT WHAT TO WRITE ABOUT

Search Social Sales

Work Load High High High

Persuasion Medium Low High

Lead Flow (Short-term) Low High Low

Lead Flow (Long-term) High Low Low

Google Related Searches

HOW TO FIND THE BEST CANDIDATES?

HOW TO FIND THE BEST CANDIDATES?

Google Suggested Queries

Google AdWords Keyword Planner

HOW TO FIND THE BEST CANDIDATES?

I’m not saying: Produce poorly written, boring content.

BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

I’m not saying: Produce poorly written, boring content.

I am saying: Planning and writing are different beasts, treat them as such.

BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

I’m not saying: Produce poorly written, boring content.

I am saying: Planning and writing are different beasts, treat them as such.

BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

Planning

I’m not saying: Produce poorly written, boring content.

I am saying: Planning and writing are different beasts, treat them as such.

BUT, I’M CREATIVE AND DON’T LIKE SPREADSHEETS

Planning Writing

Implement the angel oak content strategy

STRUCTURE IS CRITICAL

STEP 2: STRUCTURE YOUR CONTENT

STEP 2: STRUCTURE YOUR CONTENT

STEP 2: STRUCTURE YOUR CONTENT

External link wheels = VERY bad

INTERNAL LINK WHEELS

Internal link wheels = VERY good

STEP 2: STRUCTURE YOUR CONTENT

STEP 2: STRUCTURE YOUR CONTENT

STEP 2: STRUCTURE YOUR CONTENT

STEP 2: STRUCTURE YOUR CONTENT

INTERNAL LINK WHEELS

INTERNAL LINK WHEELS

INTERNAL LINK WHEELS

Leverage inexpensive content sources

SAVE YOUR SANITY WITH VARIETY

STEP 3: WORK YOUR PLAN.

Principle: Have someone else write drafts for you. Then, edit them.

STEP 3: WORK YOUR PLAN.

Principle: Have someone else write drafts for you. Then, edit them.

STEP 3: WORK YOUR PLAN.

Interns are great!

Principle: Have someone else write drafts for you. Then, edit them.

STEP 3: WORK YOUR PLAN.

Interns are great! So is WriterAccess

Pro Tip: Use WriterAccess love list functionality.

BUT, NO ONE KNOWS MY BUSINESS LIKE ME

Long-term sanity is worth short-term anxiety and patience.

BUT, NO ONE KNOWS MY BUSINESS LIKE ME

1 Build your foundations on keyword research.

2 Implement the angel oak content strategy.

3 Leverage inexpensive content sources.

RECAP

Learning Automation Free Trial

Learn SEO in 12 Weeks

CornerstoneInteractive.comLesson.ly/Signup

MITCH CAUSEY Director of Marketing, Lesson.ly

@MitchellCausey mitch@lesson.ly

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen tmadsen@kissmetrics.com

Questions?