This document provides guidance on an effective content marketing strategy. It discusses how creating quality content can help drive traffic, sales, and rankings. Content should aim to attract links, convince prospects, and build trust. Various types of content are recommended, including evergreen articles, skyscraper content, and industry surveys to attract links, as well as articles about costs, common problems, and answering customer questions to convert prospects. Video is presented as an effective medium for creating content quickly using a smartphone. Sample blog and video topics are provided. The overall strategy is to create helpful, solution-oriented content that prospects will want to engage with and share.

1. 1
A Practical Guide to Content
Marketing
For Ranking, Traffic & Sales

2. Today’s Goals
2
How Content
Makes me $?
What Content
do I Create?
How do I
Produce it ?

3. 3
“Content Marketing is
showing the world you
are one.” Joe Pulizzi - Epic Content
Marketing
“Traditional Marketing is
telling the world you’re a
rock star.”
What is Content Marketing?

4. 4
“The process of creating and
distributing valuable &
compelling content to attract,
acquire and engage a target
audience - with the objective
of driving profitable customer
action.”
The more Formal Definition

5. 5
#1 How Does Creating Content
Help Me Make Sales?

6. 6
So Why the Sudden Interest in
Content Marketing?

7. 7
“Let me tell you a Story”

8. My Story of Woe
8
2009
Built a Website
2010
Ranked #1 for
lots of Keywords
2010-2012
Made lots of
Money
Later 2012
Got Manual
Penalty Removed
for three weeks..hey
there easy money!
Late 2012
Manual Penalty
in Google
Competition took me
down. Goodbye easy
money
3 Weeks Later
Algorithmic
Penalty in
Google
Hello Penguin!
Goodbye easy money
2013
Started again on
a new site

9. Searches for “Content Marketing”
9

10. 10
Google wants to only rank only
“real quality sites and content”
!
and has worked out what
“quality” looks like

11. 11
Content Marketing
generates the right “quality
signals” that Google uses to
rank sites.

12. The Signals Google Loves
12
Quality
Links to
Your Site
Real Links from
authority sites,
given freelyQuality
Content
on Your
Site
Comprehensive
Unique,
On Topic
Content
Quality
Social
Signals
Content
gets shared
and Plussed
Online
Visibility

13. 13
Online Visibility = Traffic, Sales
& Mo, Mo Money $

14. 14
“Google Much Happy”

15. So the Process is
15
You Produce Quality Content
That answers people’s questions
It gets shared on Google Plus, Facebook
etc
And acquires back links
And so it gets found by people looking for
your stuff
1
2
3
4
5

16. 16
#2 What Content do I Produce?

17. 3 Things Content Needs to Do
17
$ Sales
Content helps people trust you so you can influence
them - it makes it easier to sell.
#3 Trust &
Influence
Links give you rankings in Google which
leads to traffic
#1 Attract Links
Helps convince prospects you are the one to help
them and then convert them to customers
#2 Convince &
Convert

18. 18
3 Examples of Content that
Gets Links

19. #1 Evergreen Content
‣ Informational or Reference
Material that never goes out
of date
‣ People link to it as the “go to
Resource”
‣ “How To” blog post, Guides,
Industry Reports, “Ultimate
Resource Lists”
19
http://www.onlinekickstart.com/evergreen-content-case-study/

20. #2 Skyscraper Content
‣ Find content everyone
references, links to, talks
about
‣ Write a Bigger, Better, Prettier,
more in-depth version
‣ Email people who linked to
the first one, yours is
available
20
http://backlinko.com/skyscraper-technique

21. #3 Industry Surveys
‣ Email “influencers” in your
industry asking them to
participate in a survey of
“influencers & experts”
‣ Choose those active online
‣ Collate the answers and publish a
quality blog post
‣ Email them and ask them to share
and promote it
21
http://www.semrush.com/blog/publications/use-surveys-build-links/

22. 22
Examples of Content that helps
“Convince & Convert”..and get
traffic

23. #1 Write about Price & Cost
‣ Write honestly about price and
cost
‣ Use both “Price” & “Cost”
because people search
differently
‣ These posts tell people you know
your stuff and your honesty
builds rapport and trust
23
http://www.thesaleslion.com/blog-seo-branding-thought-leadership/

24. #2 Write about problems
‣ Why? Because people are
searching for info - Don’t you
want to be the one who answers
them?
‣ These posts tell people you are
aware of these problems and you
know how to deal with them
24
http://www.thesaleslion.com/blog-seo-branding-thought-leadership/

25. #3 Answer Your Customers
Questions
‣ Get every person on your
organisation to list every single
question they have been asked
by a prospect or customer
‣ Write a single blog post
answering every single question
‣ You will have a years worth of
content
25
http://www.thesaleslion.com/how-to-come-up-with-100-blog-articles-
for-your-business-in-10-minutes-or-less/

26. Because….
Conversion Content Works..
26
It shows You
Understand
their pain and
problem
1
It shows
you have
solved
their
problem in
the past
.
2It allows
you to
demonstrate
your solution
is better than
alternatives
3
Why Choose
US?

27. 27
Examples of Content that Builds
Trust & Influence
{shout out to Gideon Shalwick}

28. 28
“Trust - is the firm belief
in the reliability, truth or
ability of someone”
•Give Without Strings Attached
•Be Transparent
•Tell the Truth
•Keep Your Word

29. 29
“Influence - is the ability
to affect ideas and
actions”
•Convincing: Presenting your ideas and offer
logical rational reasons to convince others of
your view
• Bridging: Building relationships by listening
and understanding
Two Styles of Influence

30. 30
Content for Trust & Influence
‣ Tell People HOW to solve their problems - for
free - Give the solution away
• People will still want to pay you to deliver it
‣ Show people how to solve their problems - with
your product
• These are your case studies, demos, walk throughs
‣ Let other people talk about how you solved
their problems
• These are your testimonials

31. 31
#3 An Awesome Strategy for
Producing Content Quickly and
Affordably

32. 32
Excuses for not producing
Content
I don’t know what to write about
I don’t know how to write well
I don’t have time to write

33. The solution is in your hands
33
•HD Video &
Audio
•Ecosystem of
powerful
Content
Creation Apps

34. Why Video Production?
34
You Always Have Your
Phone
The Quality is
Awesome
Production costs are
low
Video Facilitates
Familiarity &
Connection
One Video makes 3
pieces of content
It’s Easy for Most
People

35. “How to Figure Out What Content to Produce using the
Buyer Journey”
An Example
35
My Podcast My Blog Post
Have you ever asked yourself,
what content do I need to
produce?
You’ve got a web designer or
your marketing manager’s
standing there and you’ve got
a new website and they’re
asking you, We need content
for the website.
You think to yourself, I have
no idea where to start.
My Video

36. How Was it Done
36
1
2
3
4
5
Content

37. Video Ideas
37
Blog/Video Ideas
‣ How Much Does X Cost
‣ What is the Price of X
‣ Can Product X integrate with System
Y
‣ How do I fix XYZ at Home
‣ What is better, Red X or Blue Y
‣ 5 Ways to Save Money on X
‣ What are the benefits of Using X
‣ What are the problems with using X
‣ Demo Video - Using X at Home
‣ Interview with our CEO
‣ A Day in the Life of Our Staff
‣ Featured Customer Profile
‣ How Customer X saved $ 10,000
using X
‣ The difference between our product X
and their product Y
‣ How does X perform in the rain?
‣ Daily Industry News

38. From Marcus Sheridan - The essence of Online Marketing
One Last Thing
38
Listen
Can we LISTEN better than anybody else and
hear the questions, problems, frustrations of our
prospects?
Communicate
Can we communicate in a way that our prospects
connect with us and understand us?
Teach
Can we teach in a way that they UNDERSTAND
that we have a SOLUTION to their problem?
Be Helpful
Can we be more HELPFUL than anyone else in
helping them solve their problems?
1
2
3
4

39. 39
Edmund Pelgen
www.onlinekickstart.com
Contact Me
edmund@onlinekickstart.com
0409 517 533
Twitter: @edmundpelgen
Facebook.com/OnlineKickstart