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Advanced Blogging: Analytics, Optimization, and Outreach

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Page 1: Advanced Blogging: Analytics, Optimization, and Outreach

#ufx2016

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ANDY CRESTODINA

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@crestodina #ufx2016

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@crestodina #ufx2016

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@crestodina #ufx2016

$$$

Action

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@crestodina #ufx2016

Leads

Action

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@crestodina #ufx2016

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1. Topics

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WeakContributor

AmazingContributor

Perceived Content Performance

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@crestodina #ufx2016

source:  Moz,  BuzzSumo

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@crestodina #ufx2016

source:  Moz,  BuzzSumo

Most content getsno links and few shares

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...if you want to create content that achieves a high level of both shares and links then you should concentrate on

opinion forming, authoritative content... or well researched and evidenced content.

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...if you want to create content that achieves a high level of both shares and links then you should concentrate on

strong opinionsoriginal research

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The Power of Research

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@crestodina #ufx2016

1. Numbers  are  credible2. Owned  by  you,  making  you  the  primary  source3. The  outreach  can  grow  your  network4. Support  the  sales  pitch5. Research  gets  more  links  and  shares  than  other  content

Why publish research?

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@crestodina #ufx2016

1. Numbers  are  credible2. Owned  by  you,  making  you  the  primary  source3. The  outreach  can  grow  your  network4. Support  the  sales  pitch5. Research  gets  more  links  and  shares  than  other  content

Why publish research?

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@crestodina #ufx2016

1. Numbers  are  credible2. Owned  by  you,  making  you  the  primary  source3. The  outreach  can  grow  your  network4. Support  the  sales  pitch5. Research  gets  more  links  and  shares  than  other  content

Why publish research?

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@crestodina #ufx2016

1. Numbers  are  credible2. Owned  by  you,  making  you  the  primary  source3. The  outreach  can  grow  your  network4. Support  the  sales  pitch5. Research  gets  more  links  and  shares  than  other  content

Why publish research?

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@crestodina #ufx2016

1. Numbers  are  credible2. Owned  by  you,  making  you  the  primary  source3. The  outreach  can  grow  your  network4. Support  the  sales  pitch5. Research  gets  more  links  than  other  content

Why publish research?

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@crestodina #ufx2016

Three ways to produce research

1. Observation:  Pick  a  data  set.  Gather  data.

2. Aggregation:  Combine  data  from  existing  sources

3. Survey:  Mass  outreach  and  analysis

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@crestodina #ufx2016

Three ways to produce research

1. Observation:  Pick  a  data  set.  Gather  data.

2. Aggregation:  Combine  data  from  existing  sources

3. Survey:  Mass  outreach  and  analysis

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@crestodina #ufx2016

Three ways to produce research

1. Observation:  Pick  a  data  set.  Gather  data.

2. Aggregation:  Combine  data  from  existing  sources

3. Survey:  Mass  outreach  and  analysis

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observation

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@crestodina #ufx2016

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aggregation

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@crestodina #ufx2016

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@crestodina #ufx2016

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survey

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@crestodina #ufx2016

source:  2016  Blogger  Survey,  Orbit  Media

The typical blog post takes 2.5 hours to write

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@crestodina #ufx2016

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“What do people in our industry often say but rarely support?”

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Find the missing stat

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Sonia SimoneCCO, Copyblogger Media

Don’t take shortcuts; they take too long.

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The Power of Strong Opinion

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@crestodina #ufx2016

The power of strong opinion

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The power of strong opinion

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The power of strong opinion

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The power of strong opinion

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@crestodina #ufx2016

The power of strong opinion

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What do you believe that most people would disagree with?

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What do you believe will happen in the future that most people think is unlikely?

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What questions are people in your industryafraid to answer?

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1. Do  original  research.  Publish  a statistic  that  no  one  else  has  published.  

2. Take  a  stand.  Publish  your  strongest  opinions.

Focus on power topics

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2. Relationships

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Creators

Contributors  and  “lurkers”

There are two kinds of people on the internet

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@crestodina #ufx2016

• Journalists• Authors• Podcasters• Academic Researchers• Event Producers• Bloggers and Blog Editors

Who makes content?

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Your blog is your best networking tool

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@crestodina #ufx2016

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1. Ask for a contributor quote2. Include them in an expert roundup3. Deep dive interview

source:  Online  Networking  Guide,  Orbit  Media

3 Ways to Collaborate

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@crestodina #ufx2016

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An ally in creation is an ally in promotion

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@crestodina #ufx2016

1. Monthly  one-­‐hour  call,  Skype  or  Hangout2. Bring  a  guest  each  month3. Miss  it  twice  and  you’re  kicked  out!

Start a Mastermind Group

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1. What  are  you  doing  that  we  can  promote?2. What  are  you  writing  that  we  can  collaborate  on?3. What  are  you  doing  to  be  more  productive?4. Do  I  know  anyone  that  you  want  to  meet?

Content Marketing Mastermind Agenda

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1. What  are  you  doing  that  we  can  promote?2. What  are  you  writing  that  we  can  collaborate  on?3. What  are  you  doing  to  be  more  productive?4. Do  I  know  anyone  that  you  want  to  meet?

Content Marketing Mastermind Agenda

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1. What  are  you  doing  that  we  can  promote?2. What  are  you  writing  that  we  can  collaborate  on?3. What  are  you  doing  to  be  more  productive?4. Do  I  know  anyone  that  you  want  to  meet?

Content Marketing Mastermind Agenda

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1. What  are  you  doing  that  we  can  promote?2. What  are  you  writing  that  we  can  collaborate  on?3. What  are  you  doing  to  be  more  productive?4. Do  I  know  anyone  that  you  want  to  meet?

Content Marketing Mastermind Agenda

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You get what you give.

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@crestodina #ufx2016

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Share andmention

@crestodina #ufx2016

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Shared!

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How many people are waitingfor your article to go live?Make sure it’s not zero.

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Content should be designed to attract visitors

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Optimized for search...

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Optimized for social...

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1. Actively  network  with  content  creators

2. Include  them  in  your  content

ACTION: Collaborate with others

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If you’re not making friends, you’re doing it wrong

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@crestodina #ufx2016

3. Link

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3. Authority

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1. Know  your  Domain  Authority

2. Target  phrases  only  if  your  authority  is  in  the  same  range  as  the  other  high  ranking  pages

Understand authority and competition

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4. Relevance

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1. <title>Use  the  phrase  once  in  the  title  tag

2. <h1>Use  the  phrase  once  in  the  header

3. Body  textUse  the  phrase  2-­‐4  times  for  each  500  words

Indicate the relevance

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We’ve been working on an intelligent model... that understands real-world entities and their relationships to one

another: things, not strings.

Amit SinghalGoogle

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@crestodina #ufx2016

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website  copyright  copyright  textwebsite  footer  examplesheader  and  footerwebsite  footer  definitionat  the  bottom  of  the  pagedesigning  a  website  footerfat  footerguidelinesstandardsbest  practices

usabilitycontentideas  inspirationlinks  SEOsitemapsocial  medianavigationpurpose  of  responsivetemplate

Semantically linked to “footer design”

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@crestodina #ufx2016

website  copyright  copyright  textwebsite  footer  examplesheader  and  footerwebsite  footer  definitionat  the  bottom  of  the  pagedesigning  a  website  footerfat  footerguidelinesstandardsbest  practices

usabilitycontentideas  inspirationlinks  SEOsitemapsocial  medianavigationpurpose  of  responsivetemplate

Semantically linked to “footer design”

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The Results?Let’s take a look...

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Rankings climb for “website footer design”

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What was the search volume in the Keyword Planner?

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And finally, the traffic

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...and the links

@crestodina #ufx2016

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1. Find  the  phrases  that  are  semantically  connected  to  your  target  phrase

2. Use  those  phrases  within  your  content

Adapt to semantic search

@crestodina #ufx2016

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Make the best page on the internet for your topic. Be the best answer.

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5. Rank

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Online searches by type

Informational

Transactional

Navigational

source:  “Determining  the  informational,  navigational  and  transactional  intent  of  Web  queries”  Bernard  Jansen,  et  al

@crestodina #ufx2016

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source:  “Determining  the  informational,  navigational  and  transactional  intent  of  Web  queries”  Bernard  Jansen,  et  al

Online searches by type

Informational

Transactional

Navigational

?$

brand

@crestodina #ufx2016

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Two types of visitors.Two types of phrases.Two types of pages.Two types of conversions.

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6. Traffic

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• What  phrases  are  we  almost  ranking  for?

SEO SHORTCUT

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Acquisition > Search Console > Queries

@crestodina #ufx2016

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Acquisition > Search Console > Queries

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Acquisition > Search Console > Queries

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Acquisition > Search Console > Queries

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Acquisition > Search Console > Queries

@crestodina #ufx2016

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1. Find  the  page.  Confirm  the  ranking.  

2. Improve  the  page!  Add  detail,  keywords,  video,  images,  examples,  internal  links,  etc.

Optimize for the conversions

@crestodina #ufx2016

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7. Conversion Rate

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Your website is the mousetrap.Your content is the cheese.

Barry FeldmanFeldman Creative

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Clear  contentAnswers  to  Q’sEvidence  &  Trust

ConfusionAnxietyDistraction

@crestodina #ufx2016

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They ask. You answer.

Marcus SheridanThe Sales Lion

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20x longer+30% conversion rate

source:  Crazy  Egg

Answer top questions

@crestodina #ufx2016

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A great sales page emulates a sales conversation.

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1. Answer  top  questions.  

2. Never  make  a  marketing  claim  without  supporting  it  with  evidence.

Optimize for the conversions

@crestodina #ufx2016

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Hello, lead!

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Create high quality, original content...

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in collaboration with relevant influencers...

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that organically attracts enough links and authority...

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that our search optimized product and service pages...

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rank for the transactional phrases...

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attracting targeted visitors...

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to our compelling, trustworthy websites...

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so we get new leads everyday.

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Create high-quality original content in collaboration with relevant influencers that organically attracts enough links

and authority that our search optimized product and service pages rank for the transactional phrases

attracting targeted visitors to our compelling, trustworthy websites so we get new leads everyday.

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Leads ...everyday!

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CRO

Social Media

Research

Writing

Outreach

SEO

Analytics

Sales

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Be a T-Shaped Digital Marketer

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source:  MOZ

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source:  MOZ

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source:  MOZ

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source:  MOZ

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CRO

Social Media

Research

Writing

Outreach

SEO

Analytics

Sales

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Creative

Friendly

Creative

Creative

Friendly

Analytical

Analytical

Friendly

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Great marketers arecreative, analytical and friendly.

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Andy CrestodinaStrategic DirectorOrbit Media

@crestodina #ufx2016


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