You may love your blog posts and WordPress website content, but does anyone else? How do you know what’s working and what’s not? If your content marketing plan (or lack thereof) could benefit from a strategy planning overview, then this session will help you understand what kind of content your market is searching for, how to make it findable and how to track what’s working and what’s not.

1. Content Marketing
Workshop: How to Plan,
Optimize, and Analyze Your
Efforts
Jenny Munn
SEO Consultant & Trainer for
In-House Marketers & Small Business
Owners
www.JennyMunn.com
Jenny@JennyMunn.com
Twitter @JennyMunn
#WCATL
@jennymunn

2. Goals For this SessionOverthe 35 Minutes
Diagnosing and Measuring:
• What’s working and what’s not?
– Is your content being seen?
– What keywords are people using?
Tactical Strategies:
• What is my market searching for?
– Competitive research
– Keyword research
• How do I make my content findable?
– On-page optimization
Ongoing Measurement:
• How do I track the results?
– Analytics reporting
Aftershockenterprises.com

3. Who isJenny?
Copywriter -> SEO Copywriter - >
SEO Consultant ->
Today: SEO Integration Training for Marketers
& Small Business Owners

4. What This SessionIS(andis not)
YES: Tactical Diagnosis
• A diagnostic session: what is/is not
working
• Analyzing your current efforts and
taking proven steps (and ideas) for
moving forward
NO: Comprehensive Content
Marketing Overview
• Customer journey, buying cycle,
etc.
• A deep dive into content marketing
strategy formulation
• Information to help you with the
complete sales funnel
• Tools or software

5. Jenny Munn
SEO & Social =
Improving the
discovery of
CONTENT
• Content marketing does not mean blogging for
the fun of it (although it can be fun!). It’s about
strategically creating – and promoting -
consumable information that drives leads,
conversions and ultimately profits

6. Diagnosing and
Measuring

7. GoogleAnalytics
Analytics will tell us:
• Device: Mobile, tablet or desktop
• Geographic locations
• Total visits
• Traffic sources
• Bounce rate/time on site
• New vs returning
• Popular pages
• Queries/Keywords

8. Enter GoogleAnalytics
Analytics = How to know, track and report what’s working and what isn’t:
Diagnosing the real issue:
• Not getting found?
• Not enough traffic?
• Being found but NOT for the right words?
• Not ranking well?
• Ranking but not converting clicks?
• Converting clicks but not converting on the site CTA?
• Too much business is knocking down your door?

9. Issue: Converting Clicksbut NOTConverting onthe
Site CTA
• Is your website
outdated? Sketchy
looking?
• Are you being
clear? Or Clever?
• Are you boring
people?
• Wrong
keywords/mismatc
hed user intent
• CTA is
inappropriate
• Copy is outdated or
not persuasive
Zemanta.com

10. Issue: Not Enough Traffic
Diversification is Critical:
• Social
• Guest Blogging
• Meet Face to Face
• Meeting a real need?
• Figure out SEO
• Putting yourself out
there?
• Blog commenting
• Forum participation
• PPC

11. Issue: Not Getting Found/NotGetting Foundfor the
RIGHT words?
What content –
or lack thereof –
are you putting
out there?

12. Issue: Ranking But Not ConvertingCLICKS

13. Issue: Not RankingWell
• What content – or lack thereof – are you
putting out there?
• Keywords are out of your league
• Not choosing/using the right keywords
• On-page optimization is weak
• Other SEO factors are working against
you
• Not enough words/substantial content

14. Tactical
Strategies

15. Where Do We GoFrom Here?
Putting Togethera Plan
• Do you optimize old blog posts? Or create
new blog posts?
• Do you go back and optimize old web
pages? Or create new web pages?
• What other content formats should you
create?

16. Idea: CompetitiveResearch
Market research: Identify the last 20 blog posts
you wrote and 3 of your competitors wrote

17. Idea: AuditYour Content Assets
• On your site
• On other sites: SlideShare, YouTube, etc.
• What is evergreen vs what is outdated?

18. Idea: CreateDifferent Forms of Content
• What format is best?
– Blog post?
– Video?
– Infographic
– Article
– Service/product
page?

19. Idea: CreateBlogContent AroundKeywords

20. Tip: Use an Editorial Calendar

21. Idea:Learn On-Page Optimization/
PromotionBest Practices
• How to make it findable
– Foundational on-page
optimization
– Clarity trumps
cleverness – every time
– Template for blog post
– Social media copy
• Right away create 2 social
media posts
• Writing the content is
only HALF the job
– Use images

22. Ongoing
Measurement

23. Ongoing Analytics Tracking

24. BeforeYou Leave…
• Take 1 minute and write down…
– 3 insights learned about your site
– 3 things you need to do as next steps
– 3 questions you need to get answered to
progress?

25. Questions? Stayin Touch!
Jenny Munn
Upcoming Keyword Research
Workshop:
3-25-14 | Roam Dunwoody | 9:30-
11:30am
Jenny Munn
SEO Consultant & Trainer for
In-House Marketers & Small
Business Managers
www.JennyMunn.com
Jenny@JennyMunn.com
Twitter: #WCATL
@jennymunn