Business owners and marketers face the challenge to drive traffic to their website. In this presentation, we highlight the steps businesses can use to drive traffic to their website using content. We cover tips on how blogs can help drive traffic as well as other forms of content such as images, infographics as well as videos. Content Marketing is about providing upfront value to your users for free without any overt sales messages. As you are not forcing people to buy, you are not asking for any commitment. This results in building your credibility and trust with your reader. As you keep providing more and more content for free, the user will eventually buy from you or recommend their peers. Content marketing is the least expensive method to drive traffic to one's website.

1. How to Increase
Website Traffic
Using Content
Raunak Guha
Co-Founder, RankHigher.in

2. Why Content

4. • Era of Push Sales are long gone
• People don’t trust BS sales messages
• Traditional Advertising is costly
• Content builds trust and relationship
• No commitment from the prospect
• Content drives targeted traffic to your
site

5. Content Marketing

6. • Find the Hook
• Create Content
• Distribute to the right audience

7. Find the Hook

8. • What catches on with your prospect?
• How will your content benefit your prospect?
• Can you evoke a strong emotional response?

9. Create Content

10. Types of Content
• Blogs
• Guest blogs
• Vlogs
• Graphics
• Infographics
• Podcasts
• e-books
• Whitepapers
• Slides
(Anything that you produce of value to people is
content)

11. Blog

12. • Blog is not about you, it’s about them
• Blogs are SEO friendly. Google rewards them
• Blogs establish trust and credibility
• Attracts lot of backlinks
• Gets targeted visitors/traffic
Blogging Basics

13. How to find blog topics
• Use Google Keyword Planner
• Use Google Auto Suggest
• Use Google Related Searches
• Use Keyword.io
• Use Buzzsumo
• Use Quora, FB and LinkedIn Groups
• Talk to customers, friends, family, investors,
colleagues
• Current trends
• Spy on Competitors

14. Demo

15. Popular Blog Topics
• How to - Articles
• Top 10 - Articles
• Current Trends
• Reviews
• DIY
• Interview an Influencer
• Quiz
• GIFs based blogs (like Buzzfeed)
• Criticize someone
• Curate popular posts of other blogs
• Your failures and learnings from them
• Take a popular post and make it 10 times better
• Detailed Case Study

16. Tips to write Blog Titles
• Keep the title catchy – For e.g. “10 brilliant ways to
generate sales for your Yoga business”
• Write the title keeping one user persona in mind
• Use Keywords at the beginning of the title. But do
use proper grammar
• Experiment with titles that has a surprise element.
For e.g. “You won’t believe what this old lady did
when she got on stage”
• Keep title length to below 55 characters
• Title should immediately give the value to the
reader

17. Case Study
• My own web property – Garageasy
• Built it with Keyword driven content for over 8
months
• Now drives above 200 visitors a day organically and
the numbers are increasing (with ZERO social media
efforts)

18. Guest Blogs

19. • Guest Blogs help to get traffic from a popular
website to your own website
• Costs you almost nothing
• Build instant credibility

20. My Guest Blog on
YourStory
• Published a blog titled “Weighing the pros and cons
of SEO for a Startup” on Feb 17, 2015 (link)
• Received 168 visitors on Feb 17 from YourStory only
• Received more than 10 enquiries within the next 2
days
• Received enquiry from a big company in the Airline
sector

21. Vlogs (or Videos)

22. • Videos are the “in” thing in the content
world
• Easy to follow for people who do not
want to read long posts
• Your personality will help build trust

23. Popular Video Platforms
• YouTube
• Facebook (native videos)
• Vine
• Instagram Videos
• Periscope (Twitter), Meerkat - Live Streaming Video
Apps

24. DollarShaveClub.com
• Video Link
• Generated 12,000 orders in 2 days after the video
went viral
• Competing with the likes of Gillette.

25. WineLibrary.tv
• Gary Vaynerchuk took his $3 million dollar Liquor store in
New Jersey
• Turned it to more than $50 million in 3 years
• Started a YouTube Channel called Winelibrary.tv.
• This channel made him a huge hit in-front of millions.
• Landed him with tons of speaking engagements,
propelled him to a level where is now an investor in lot of
billion dollar companies

26. Tips to Upload Video on
YouTube
• Research Title Tags using Google Keyword Planner
relevant to your video
• Save the video file with name as <Keyword>.wmv
• Upload video and use the researched Keyword as
the Title Tag.
• Write a good description incorporating the
keywords
• Use proper tags
• Build/Earn Backlinks once you upload and make
the video live.

27. Challenges to Video
• Costly to produce one
• Chances of going viral are < 1%
• You will need to be great in-front of camera or
speak in a good English tone
• Your personality needs to shine through
• Cannot create boring videos

28. Graphics/Infographics

30. Graphics/Infographics
• Know what your audience wants
• Create easy to follow content
• Trigger strong emotions
• Quality of your visuals are very important

31. Distribute to the Right
Audience

32. • Know where your audience resides
• Respect the platform
• Respect your audience
• B2B and B2C Audiences are different.
Choose your platform accordingly

33. How to distribute
content?
• Don’t shy away from paid ads
• Facebook Ads are great to distribute content
• Build a core team who will distribute content
through the relevant social channels
• Don’t use every social channel. Focus on few and
master them
• Build an email list

34. Key Takeaways
• Master few channels. Don’t do everything
• Use a social channel as its meant to be
• Blogging is the best way to generate traffic
• Don’t shy away from using Facebook ads
• Experiment. Experiment. Experiment

35. RankHigher Resources
Subscribe to our blog:
http://www.rankhigher.in/knowledge-hub/

36. Thank You
Website:
http://www.rankhigher.in
Email:
raunak.guha@rankhigher.in
Mobile: +91 9008 639 690
Twitter: @raunakguha