Date post: | 21-Jan-2018 |
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Business |
Upload: | casie-gillette |
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Content Marketing Mastery #SMX
Creating Content That Works
CONTENT MARKETING
MASTERY
Content Marketing Mastery #SMX
• What I Do: Director of Online Marketing at
KoMarketing, a B2B Digital Marketing firm in
Boston, MA.
• I’m Old: In the online marketing industry for over
12 years, working on both the agency side and in-
house.
• Things I Like: SEO, Dogs, Pizza, Netflix &
Smiling…it’s my favorite.
• Find Me: Connect with me on Twitter @casieg.
About Casie (Sounds Like K-C)
Content Marketing Mastery #SMX
2 MILLION blog
posts written every
day.
Content Marketing Mastery #SMX
Content marketing is
up 300%, but only 5%
drives engagement.
Content Marketing Mastery #SMX
The landscape is
evolving.
Content Marketing Mastery #SMX
Mobile has overtaken
desktop search.
Content Marketing Mastery #SMX
By 2020, 50% of daily
searches will be through
voice searches.
Content Marketing Mastery #SMX
The average reader
spends 37 seconds
reading an article or
blog post.
Content Marketing Mastery #SMX
Search results are
evolving.
Content Marketing Mastery #SMX
Content budget remains
a top challenge for
marketers.
Content Marketing Mastery #SMX
Strategy Development• Data Analysis
• Competitor Analysis
• Audience Analysis
Content Marketing Mastery #SMX
Gathering Our Data
• How are pages performing?
• What they are performing for?
• Who is linking to them? Why?
• What has organic visibility?
• What is being shared?
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
Analytics: Top Content
Content Marketing Mastery #SMX
Analytics: Top Organic
Landing Pages
Content Marketing Mastery #SMX
Analytics: Top Referral
Landing Pages
Content Marketing Mastery #SMX
Analytics: Top Social
Landing Pages
Content Marketing Mastery #SMX
Analytics: Leads & Sales
Content Marketing Mastery #SMX
Analytics: Leads & Sales
Content Marketing Mastery #SMX
Search Console / WMT
Content Marketing Mastery #SMX
WMT: Top Linked Pages
Content Marketing Mastery #SMX
Funnel our data.
Content Marketing Mastery #SMX
Type Structure Keyword
Content Marketing Mastery #SMX
- Main
- Blog
- Resource
- News
- Job Board
- Video
- List
- How To
- Question
- eBook
- Report
- General
- Theme 1
- Theme 2
- Theme 3
- Theme 4
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
Keywords
Content Marketing Mastery #SMX
Structure
Content Marketing Mastery #SMX
Type
Content Marketing Mastery #SMX
Exercise 1: Aggregate Your Data (10-15 min)
• Step 1: Export Jan 1, 2016-Dec 31, 2016 for 3 of the following (top 25):
• Top Overall Content
• Top Organic LPs
• Top Referral LPs
• Top Social LPs
• Top Pages Driving Leads/Sales
• WMT Top Linked Pages
• Step 2: Put each in it’s own tab
• Step 3: Assign an asset type, structure, and keyword
• Step 4: Sort & scan
• Step 5: Note your trends
Content Marketing Mastery #SMX
what ELSE is performing?
Content Marketing Mastery #SMX
WMT: Keywords
Content Marketing Mastery #SMX
WMT: Top Pages
Content Marketing Mastery #SMX
WMT: Keywords by
Page
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
• High Impressions
• Good Avg. Position
• Low Clicks
Content Marketing Mastery #SMX
SEMRush
Content Marketing Mastery #SMX
ALT: SERPStat
Content Marketing Mastery #SMX
SEMRush: Keywords
by Page
Content Marketing Mastery #SMX
Fresh Opps!
Content Marketing Mastery #SMX
Funnel it.
Content Marketing Mastery #SMX
• Top pages
• Keywords 5-10
• Cost
Content Marketing Mastery #SMX
BuzzSumo: Shares
Content Marketing Mastery #SMX
BuzzSumo: Content
Analysis
Content Marketing Mastery #SMX
BuzzSumo:
Content length
Content Marketing Mastery #SMX
Trends
• Top pages
• Type / Structure
• Keywords
Content Marketing Mastery #SMX
Exercise 2: Finding Keyword Opportunities (5-10 min)• Search Console / WMT
• Step 1: For each of your 5 top posts, identify 10 keywords that have high impression numbers, good avg. positions (5-15) and low clicks.
• Step 2: Create a new tab in your workbook
• Step 3: Add your list of keywords into the new tab
• We will build on this later
• SEMRush / BuzzSumo
• Nothing official. Play around with the tools.
Content Marketing Mastery #SMX
Strategy Development• Data Analysis
• Competitor Analysis
• Audience Analysis
Content Marketing Mastery #SMX
Competition
Content Marketing Mastery #SMX
What we want to understand…
• What are they doing?
• How is their content performing?
• What can we learn?
Content Marketing Mastery #SMX
For our purposes…
• On-Site Content
• Search
• Social
• Links
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
• How Much?
• What Kind?
• Frequency?
Content Marketing Mastery #SMX
http://www.seerinteractive.com/blog/screaming-frog-guide/
Content Marketing Mastery #SMX
SEMRush: Pages &
Positions
Content Marketing Mastery #SMX
SEMRush: Overlap
Content Marketing Mastery #SMX
SEMRush: Links
Content Marketing Mastery #SMX
SEMRush: Linking
Domains
Content Marketing Mastery #SMX
Moz OSE: Links
Content Marketing Mastery #SMX
BuzzSumo: What
else?
Content Marketing Mastery #SMX
Dig in.
Content Marketing Mastery #SMX
Strategy Development• Data Analysis
• Competitor Analysis
• Audience Analysis
Content Marketing Mastery #SMX
Who?
Content Marketing Mastery #SMX
CRM
• Titles
• Departments
• Companies
• Locations
Content Marketing Mastery #SMX
Email List
• Names
• Companies
• Title / Department
Content Marketing Mastery #SMX
Social Profiles
• Ages
• Locations
• Interests
Content Marketing Mastery #SMX
Google Analytics
• Ages
• Locations
• Interests
• Technology
Content Marketing Mastery #SMX
What are they
sharing?
Content Marketing Mastery #SMX
BuzzSumo: Shares
Content Marketing Mastery #SMX
What are they
asking?
Content Marketing Mastery #SMX
27% of search queries are questions.
~ BlueNile
Content Marketing Mastery #SMX
Answer boxes were in 15% of SERPs.
~ GetStat
Content Marketing Mastery #SMX
Answer the Public
Content Marketing Mastery #SMX
KeywordTool.io
Content Marketing Mastery #SMX
KeywordTool.io:
YouTube / App
Content Marketing Mastery #SMX
FAQFox
Content Marketing Mastery #SMX
Bloomberry
Content Marketing Mastery #SMX
Funnel it.
Content Marketing Mastery #SMX
Strategy Development• Data Analysis
• Competitor Analysis
• Audience Analysis
Content Marketing Mastery #SMX
Ideation & Creation
Content Marketing Mastery #SMX
First we review our
data.
Content Marketing Mastery #SMX
What do we need?
Content Marketing Mastery #SMX
Start with what you have.
Content Marketing Mastery #SMX
Analytics: Top Organic
Landing Pages
Content Marketing Mastery #SMX
• Older pieces
• Still relevant
• Low traffic
Content Marketing Mastery #SMX
• Is it worth keeping?
• What is it ranking for?
• How can we make it better?
Content Marketing Mastery #SMX
• Step 1: Identify the asset
• Step 2: Evaluate it’s existing performance
• Step 3: Assign keyword phrase
• Step 4: Analyze the SERPs
• Step 5: Modify/enhance the content
Steps to Refreshing Your Content
Content Marketing Mastery #SMX
Step 1: Choose your asset.
Content Marketing Mastery #SMX
Step 2: See what it’s doing
Content Marketing Mastery #SMX
Step 3: Pick a target
• Relevant
• Search Volume
• Good Position
Content Marketing Mastery #SMX
Step 4: Analyze the
SERP
• Type
• Structure
• Authority
Content Marketing Mastery #SMX
Step 5: Reformat the format
Content Marketing Mastery #SMX
• Step 1: Identify the keyword
• Step 2: Evaluate the content ranking
• Step 3: Analyze the SERPs
• Step 4: Modify/enhance the content
Steps to Refreshing Your Content
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
YouTube
Webinar Clips Sales Materials
Blog Recap
Social
Webinar
Content Marketing Mastery #SMX
YouTube PlaylistBlog Post
Video
Social Images Newsletter
Slideshare On-Site
Content Marketing Mastery #SMX
generate content Ideas the audience wants.
Content Marketing Mastery #SMX
Questions
• Blogs
• Guides
• Videos
• Social content
Content Marketing Mastery #SMX
Asset for DAYS!!!!
Content Marketing Mastery #SMX
Promotion &
Measurement
Content Marketing Mastery #SMX
If a marketer writes a piece of
content will anyone read it?
Content Marketing Mastery #SMX
Build Buzz. Pollenate
Content Marketing Mastery #SMX
Basic channels.
Content Marketing Mastery #SMX
Asset
x10 x3
Content Marketing Mastery #SMX
Premium.
Content Marketing Mastery #SMX
BuzzSumo: Who is
sharing?
Content Marketing Mastery #SMX
• Related Assets
• Keyword Focus
• Export
Content Marketing Mastery #SMX
Hashtags
Content Marketing Mastery #SMX
Email List
• Names
• Companies
• Title / Department
Content Marketing Mastery #SMX
Groups
Content Marketing Mastery #SMX
Referrals
Content Marketing Mastery #SMX
Find the right person.
Content Marketing Mastery #SMX
All the emails!
Content Marketing Mastery #SMX
AllmyTweets
Content Marketing Mastery #SMX
Pay to play.
Content Marketing Mastery #SMX
Data
Sponsored
updates
Lookalike
campaigns
Groups Retargeting
Content Marketing Mastery #SMX
Remember
me?
Content Marketing Mastery #SMX
Measurement
Content Marketing Mastery #SMX
Baseline by Goal
• Highs
• Lows
Content Marketing Mastery #SMX
Baseline by Asset Type
• Highs
• Lows
Content Marketing Mastery #SMX
Baseline Data
• Traffic
• Links
• Engagements
• Leads
• Combination
Content Marketing Mastery #SMX
Exceed the high.
Content Marketing Mastery #SMX
Organic growth
• Refresh MOM
• New holistic
• Links monthly
• Search visibility
Content Marketing Mastery #SMX
Infographic
• Links
• Asset traffic
Content Marketing Mastery #SMX
Report
• Links
• Traffic
• Shares
• Leads
Content Marketing Mastery #SMX
Content Marketing Mastery #SMX
Strategy is key.
Content Marketing Mastery #SMX
komarketing.com/smxadvanced17
Content Marketing Mastery #SMX
Thank youoooou