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Denver Wordcamp 2020: Creating a Content Strategy Workshop

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Learn how to create a content strategy from scratch in this 2 hour workshop.

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Denver Wordcamp 2020: Creating a Content Strategy Workshop

  1. 1. Creating a Content Strategy in 8 Easy Steps
  2. 2. • • • • •
  3. 3. • • • • • • • • SUMMARY OF STEPS:
  4. 4. An element that informs, entertains, enlightens, or teaches people who consume it. Content comes in any form (text, image, audio, video).
  5. 5. A L I G N M E N T Team is aligned around common goals and mission and how content contributes to those. P R I O R I T I Z AT I O N Team knows what audience(s), content topics and types to focus on. AC C O U N TA B I L I T Y Team has goals to achieve, understands how to measure success, and feels compelled to follow through. WHY A CONTENT STRATEGY?
  6. 6. INTERESTING STUDY: J O E P U L I Z Z I , C O N T E N T M A R K E T I N G I N S T I T U T E ONLY 65% OF B2B COMPANIES HAVE A DOCUMENTED CONTENT STRATEGY.
  7. 7. W I T H A D O C U M E N T E D S T R AT E G Y F I N D T H E I R E F F O RT S E F F E C T I V E . C O M PA R E D TO O N LY 3 2 % W I T H O U T O N E .
  8. 8. STEP 1
  9. 9. N E W C U S TO M E R S Grow larger audience and customer base. R E T E N T I O N Improve customer retention by a certain percentage. R E V E N U E Grow revenue overall by a certain percentage. DEFINE YOUR BUSINESS GOALS
  10. 10. NEW CUSTOMERS • Get in front of new audiences utilizing guest posting, paid/native advertising. • Grow unique organic website visitors with new search-optimized awareness content. • Amplify content through new distribution channels. CONTENT GOALS TO SUPPORT
  11. 11. RETENTION • Create content for utilizing product/service better. • Develop campaigns to engage current customers, cross-sell, and encourage referrals. • Establish a monthly or quarterly newsletter to increase touch points and cross-selling. CONTENT GOALS TO SUPPORT
  12. 12. REVENUE • Develop lead generation content with supporting personalized drip email campaigns. • Create more bottom-of-funnel content like comparision articles, case studies, and reviews/testimonials. CONTENT GOALS TO SUPPORT
  13. 13. 3X REVENUE YOY ON FEATURED PRODUCT. • Create 4 articles per month targeting awareness keywords to grow audience base organically. • Publish gated e-book targeting our featured product line with supporting articles leading to the e-book downloads. • Add comparison content and case studies to support the e-book downloads with appropriate soft sell messaging.
  14. 14. IMPROVE CUSTOMER RETENTION BY 10% YOY. • Create content featuring successful product use-cases and tips. • Establish quarterly exclusive webinar series for customers only. • Provide incentives for customers to share their own stories on social media or as a vlog/blog contribution.
  15. 15. YOUR TURN
  16. 16. STEP 2
  17. 17. What makes your brand different from others?
  18. 18. What if your content disappeared from the Earth?
  19. 19. DEFINING YOUR BRAND'S UNIQUE ANGLE Your Brand's Knowledge/Skill Passion/Customer Pain Point Finding Your Content Angle
  20. 20. EXAMPLE Outdoor activity Zero carbon footprint Patagonia's Unique Angle
  21. 21. EXAMPLE Innoviative technology Simplicity Apple's Unique Angle
  22. 22. EXAMPLE Creating wealth Demystifying finance with humor The Motley Fool's Unique Angle
  23. 23. YOUR TURN
  24. 24. Don't forget: Set your business goals first.
  25. 25. STEP 3
  26. 26. You are NOT your target audience. SAY IT WITH ME:
  27. 27. What pain points does your product solve? Who's pain points are they?
  28. 28. CURRENT AUDIENCE(S) • Customer Service • Sales • Product Management • Product Marketing • Social Media Marketing • Technical Support WHO TALKS TO CUSTOMERS?
  29. 29. • • • •
  30. 30. JOBS TO BE DONE When I ____________, help me ___________ so I can _____________. PUT THE PAIN POINTS TO USE
  31. 31. JOBS TO BE DONE When I graduate college, help me learn how to manage my money so I can afford to live on my own. PUT THE PAIN POINTS TO USE
  32. 32. JOBS TO BE DONE When I receive a promotion, help me find the right money management strategy so I can build more wealth at a risk level I'm comfortable with. PUT THE PAIN POINTS TO USE
  33. 33. • • • • •
  34. 34. • • • • •
  35. 35. YOUR TURN
  36. 36. STEP 4
  37. 37. What is keyword research?
  38. 38. KEYWORD TOOLS • Keywords Everywhere (Chrome Extension) • Wordtracker • Uber Suggest • Answer the Public • Google Trends FREEBIES
  39. 39. KEYWORD TOOLS • SEMRush Keyword Magic Tool • Ahrefs Keywords Explorer • Moz Keyword Explorer PAID
  40. 40. YOUR TURN
  41. 41. STEP 5
  42. 42. WHAT FORMAT(S) DO MY AUDIENCE WANT? WHAT ARE YOUR COMPETITORS DOING?
  43. 43. rticles and
  44. 44. rticles and
  45. 45. WHAT FORMAT(S) CAN I SUPPORT RIGHT NOW? THINK TIME, RESOURCES, AND BUDGET....
  46. 46. WHAT FORMAT(S) WORK BEST WITH MY CONTENT PLANS?
  47. 47. • • • • • • • • • • • • •
  48. 48. Research what's working for competitors and what realistically could work for your plan.
  49. 49. YOUR TURN
  50. 50. STEP 6
  51. 51. Free • Organic Search • Organic Social Posts • Guests Posts (Sometimes) • Interview Guest • Newsletter Paid • Google/Bing/Yahoo Ads • Social Media Ads • Sponsored Content • Press Releases • Get Influencer Reviews
  52. 52. • • • • • • • • • BRAND AWARENESS EX. DRIVE NEW TRAFFIC
  53. 53. • • • • • • • • LEAD GENERATION EX. 50% INCREASE YOY
  54. 54. YOUR TURN
  55. 55. STEP 7
  56. 56. Documentation is the key to staying on track with your strategy.
  57. 57. FIELDS TO INCLUDE • • • • • • • • •
  58. 58. SAMPLE CALENDAR
  59. 59. TRELLO
  60. 60. MONDAY.COM
  61. 61. STEP 8
  62. 62. BEFORE YOU PUBLISH... • Include your primary keyword in the title • Title tag should be < 65 characters • Compelling meta description to inspire people to click • Meta description should be < 160 characters CHECK YOUR TITLE TAG & META DESCRIPTION
  63. 63. BEFORE YOU PUBLISH... • Important for accessibility • H1-H6 in order of importance • Use primary and secondary keywords in these without sacraficing flow and reader experience MAKE SURE YOU UTLIZE HEADER TAGS
  64. 64. BEFORE YOU PUBLISH... • Important for accessibility • Must describe the image • If you can get a related keyword in it, great. Don't stuff it with keywords. • Give each image unique alt text, different from caption • Use punctuation! ADD ALT TEXT ON IMAGES
  65. 65. BEFORE YOU PUBLISH... • Provides important context and priority page clues to search engines • If this is a spoke page, link back to the related hub • Link to other related content from your site • If you utilize quality external sources, give them a link UTILIZE INTERNAL LINKS
  66. 66. BEFORE YOU PUBLISH... • What do you want your reader/content consumer to do next? • Provide ways to get to other relevant pages or a deeper dive into the topic (ie. e-book) INCLUDE A CALL TO ACTION AT THE END
  67. 67. TRACKING TIP U S E G O O G L E A N A LY T I C S TO T R AC K YO U R P RO G R E S S • Return to your goals... • What are the most important metrics for you to track? Common Content Metrics: • Sessions or Page Views • Email Leads/Registrations • Purchases • Pages per Session • Time on Page or Scroll Depth
  68. 68. TRACKING TIP S E T U P C O N V E R S I O N G OA L S I N G O O G L E A N A LY T I C S . • Noindex, nofollow the landing page • Do not link to the landing page from anywhere on your site • Use this landing page to drive traffic from a specific campaign outside your site so you can measure success from those efforts (ie. podcast appearance)
  69. 69. TRACKING TIP U S E G O O G L E C A M PA I G N U R L B U I L D E R • Source: Where you're sharing the link • Medium: Specific type of source • Campaign: For your own identification purposes. • Term: if you're using this ad for a specific paid ad on a keyword, include here. • Content: A way to differentiate each ad.
  70. 70. TRACKING TIP U S E T H A N K YO U PAG E S F O R D O W N LOA D S / R E G I S T R AT I O N S • Noindex, nofollow the thank you page • Easy way to measure someone successfully submitted the form • Gives user the confidence their information was received
  71. 71. TRACKING TIP S E N D O F F L I N E E F F O RT S TO YO U R S I T E V I A A U N I Q U E L A N D I N G PAG E • Noindex, nofollow the landing page • Do not link to the landing page from anywhere on your site • Use this landing page to drive traffic from a specific campaign outside your site so you can measure success from those efforts (ie. podcast appearance)
  72. 72. YOUR TURN
  73. 73. TAKEAWAYS FROM EACH STEP
  74. 74. SET GOALS To have a successful content strategy, you need to have set business goals first. Then figure out how content can support. BRAND EXPERTISE What's your brand's unique angle? What's your passion and skill set? 1 2 3 4 Learn what information needs your audience has and pain points your product(s) solve by listening to your customers or people who talk to customers regularly. AUDIENCE Utilize keyword research tools to uncover what people are searching for related to what you do. TOPIC/KEYWORD RESEARCH
  75. 75. FORMATS What formats work for the content you want to create, and what can you realistically produce? EDITORIAL CALENDAR Document your content plans to keep yourself and your team accountable, and to ensure you don't lose sight of your purpose. 5 6 7 8 Based on your goals for your content, find the best ways to amplify your content. This might cost you some money. AMPLIFICATION Don't forget to follow basic SEO best practices. Track via Google Analytics, and set up conversion goals! PUBLISH & MEASURE
  76. 76. THANK YOU! SLIDES: BIT.LY/XXXXX

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