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Building A Content
Marketing Machine
John Doherty
Founder, GetCredo.com
@dohertyjf
Who am I?
Currently: Founder of Credo (GetCredo.com)
Growth/inbound marketing consultant for
hire
Blogger: johnfdoherty.co...
Let’s talk content marketing
@dohertyjf
Some of the results I’ve seen and heard of
Content marketing:
• Changed a site from buying $15k of links a month to earnin...
But some of you are probably thinking
“We gave content marketing a shot and it didn’t work.”
@dohertyjf
But some of you are probably thinking
We gave content marketing a shot and it didn’t work.
@dohertyjf
Let’s think about some types of content
Infographics
Whitepapers
Blog posts
Data visualizations
eBooks
@dohertyjf
Email dr...
@dohertyjf
@dohertyjf
Content Marketing Has Exploded In Popularity
@dohertyjf
Much of it is meh
@dohertyjf
What is a content machine?
@dohertyjf
If you’ve ever said “we tried content marketing and it didn’t work for
us”, you didn’t have a machine.
@dohertyjf
Content Machine Formula
((Ideation+creation)*promotion) + measurement
@dohertyjf
A machine is a sum of its parts. Every part works together. If one part
isn't working, then you're wasting gas or worse, n...
Rome wasn’t build in a day. Neither will your machine. So let’s figure
out where to start.
@dohertyjf
From Idea to MVP
Let’s build a skateboard.
@dohertyjf
First, “What is an MVP?”
@dohertyjf
An MVP is a working first iteration based off a hypothesis. In content
marketing, your hypothesis can be informed by data ...
@dohertyjf
Who’s the content competition and what are
they doing?
At HotPads, we looked at our competitors.
They all:
1. Had blogs, b...
Do an assets audit
At HotPads we figured out what assets we
were working with. We had:
• A blog on a subdomain
• Consisten...
HotPads already
received *some*
natural coverage
• "Sift through rentals...or homes
for sale... You can study photos,
floo...
What Can You Do Better Than Anyone?
At HotPads, we did maps better than anyone.
@dohertyjf
How Do You Produce Content At Your
Company?
Varies by company but you have a mix of the following:
@dohertyjf
Budget
Time
...
What can you start today?
Will vary by company, but here are some ideas:
If you’re design-heavy, create fantastic graphics...
There’s no promotion without creation, so nail
creation before moving on to promotion.
@dohertyjf
@dohertyjf
Don’t Forget To Measure
• You can’t win and build a cohesive strategy of what is working if
you’re not measuring
• Strateg...
From Skateboard (MVP) to
Bicycle
Pedal power! Still manual, but much much easier.
@dohertyjf
Figuring out production
Now you’ve started creating content and getting an idea of what’s
working and what’s not.
You’re m...
HotPads Case Study
We had three real KPIs and goals
Audience Links
Build a brand
@dohertyjf
What we knew
Use what you already have
@dohertyjf
No one had really cracked the content code with
renters. We knew what didn’t work, but also
didn’t know from our competito...
But we knew from our parent company the
kind of content that worked there.
@dohertyjf
We had the following ideas for content
Location-specific
content
Interesting maps with
available data
Think pieces Graph d...
We had the following ideas for content
Couldn’t scale this
within budget
Traffic, links, and
brand!
No interest No interes...
We went with these after a lot of testing
Location-specific
content
Interesting maps with
available data
Think pieces Grap...
We decided on a dual approach
Consistent quality content that
would be useful for our target
audience around topics of:
1....
We decided on a dual approach
Consistent quality content that
would be useful for our target
audience around topics of:
1....
Best Neighborhoods in
(City)
It might not be the sexiest content,
but we had access to a lot of data
around neighborhoods,...
Rinse and repeat
Like taking candy from a baby. Traffic++
@dohertyjf
Rinse and repeat
We also checked out other types of keywords
like “most expensive neighborhoods in (city)”
and found very ...
The Future of
Construction Series
We had access to ALN data through
a partnership.
We took that data and displayed it
in a...
The Future of SF Construction
@dohertyjf
The Future of SF Construction
This one didn’t get much play, but I got positive responses from the
journalists I reached o...
Rinse and repeat?
@dohertyjf
Future of LA Building Construction
@dohertyjf
Future of LA Building Construction
@dohertyjf
Bingo! So we did this for all of our major metros and received links from
al...
Now you can think about promotion
@dohertyjf
Set up other channels to work
No matter your team size, automation will make your life easier. You
can automate these chan...
Basic Automation
For every post you publish, you should automagically:
• Email your content subscriber list
• Post to Twit...
From Bicycle to Motorcycle
Now we’re playing with engines. Two seats even!
@dohertyjf
You’ll Need A Dedicated Content Manager
They need to be all of these. It’s a tough job to fill well.
• Creative
• Data inf...
Productize Your Automated Promotion
Because you’ve set up some basic automation and are learning what’s
effective, it’s ti...
Put Together A Calendar
Now’s the time to put together a calendar of when content will come
out, so that you can also plan...
Build Out More Promotion Workflows
With production figured out and automation in place/becoming stable,
now you can throw ...
From Motorcycle to Car
@dohertyjf
Bring In Dedicated Promotion (PR)
A dedicated PR professional won’t be fully leveraged until you have
your creation and pu...
Layer On Scaleable Manual Outreach
Depending on your company size, this may be a separate role (or 3, as I
had at HotPads)...
Content we did after hiring PR
@dohertyjf
Meth and Died In Houses
@dohertyjf
Meth and Died In Houses
@dohertyjf
Best Cities for Graduates
@dohertyjf
Best Cities for Graduates
@dohertyjf
Why it worked
• We enlisted our other outreach employees into securing guest posts
on smaller sites to build more links.
•...
We used this process
Launch
Prep
Ideation
Brainstorm
Settle on
topic
Begin
producing
Prospect
for
outreach
Finalize
conten...
Scale It (With Quality In Mind)
We decided we could do one great research study every 2 months or so
with 1 PR manager, 1 ...
Measure and Optimize Over Time
@dohertyjf
Lift Off
@dohertyjf
Have Some Fun
@dohertyjf
House of Cards
#stateofsearch@dohertyjf
House of Cards
#stateofsearch@dohertyjf
House of Cards
#stateofsearch@dohertyjf
House of Cards
#stateofsearch@dohertyjf
House of Cards
#stateofsearch@dohertyjf
April Fools Alcatraz
#stateofsearch@dohertyjf
April Fools Alcatraz
#stateofsearch@dohertyjf
Link from the parent company’s biggest
rival.
April Fools Alcatraz
#stateofsearch@dohertyjf
Timely Content
#stateofsearch@dohertyjf
Timely Content
Shared by an LA Times journalist and established a
good media contact
#stateofsearch@dohertyjf
Rapid Fire Lessons Learned
@dohertyjf
Big content >>>> small content
• When HotPads wrote a static piece
that can live on forever, as opposed
to just a blog pos...
Give Embeddable Assets
Every post or article that did well
for HotPads had an embeddable
piece of content, such as images,...
Content Lives and Dies by Outreach
• When HotPads executed well on
outreach, both to small and
large sites, they got great...
Your Success Depends on Your Team’s
Execution of Ideas
• A small team of the right people
can do mighty things when given
...
Keep Trying New Ideas and Measure
We went through many iterations
of HotPads content:
1. City-specific
2. “Best neighborho...
Launch around new things (rebrand here)
http://www.getcredo.com/should-i-do-seo/@dohertyjf
Cheat with promo
@dohertyjf
Get that bump
@dohertyjf
Play the long game
When I hear people debate the ROI of social media? It makes me
remember why so many business fail. Most...
Questions?
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Building A Content Marketing Machine - Vertical Measures Webinar

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How to build a content marketing machine at your company or for your clients.

Publié dans : Marketing

Building A Content Marketing Machine - Vertical Measures Webinar

  1. 1. Building A Content Marketing Machine John Doherty Founder, GetCredo.com @dohertyjf
  2. 2. Who am I? Currently: Founder of Credo (GetCredo.com) Growth/inbound marketing consultant for hire Blogger: johnfdoherty.com Previous: • Senior Growth Marketing Manager at Trulia Rentals • Senior Marketing Manager at HotPads • Senior Consultant at Distilled NYC @dohertyjf
  3. 3. Let’s talk content marketing @dohertyjf
  4. 4. Some of the results I’ve seen and heard of Content marketing: • Changed a site from buying $15k of links a month to earning links from sites like REI • Grew an audience by tens of thousands from scratch and contributed meaningful conversions to a business • Personally made me over $70k from one product launch and the marketing around it • Obtained millions of visits and earning shares from some of the biggest celebrities (for free!) @dohertyjf
  5. 5. But some of you are probably thinking “We gave content marketing a shot and it didn’t work.” @dohertyjf
  6. 6. But some of you are probably thinking We gave content marketing a shot and it didn’t work. @dohertyjf
  7. 7. Let’s think about some types of content Infographics Whitepapers Blog posts Data visualizations eBooks @dohertyjf Email drip campaigns
  8. 8. @dohertyjf
  9. 9. @dohertyjf
  10. 10. Content Marketing Has Exploded In Popularity @dohertyjf
  11. 11. Much of it is meh @dohertyjf
  12. 12. What is a content machine? @dohertyjf
  13. 13. If you’ve ever said “we tried content marketing and it didn’t work for us”, you didn’t have a machine. @dohertyjf
  14. 14. Content Machine Formula ((Ideation+creation)*promotion) + measurement @dohertyjf
  15. 15. A machine is a sum of its parts. Every part works together. If one part isn't working, then you're wasting gas or worse, not even on the road anymore.
  16. 16. Rome wasn’t build in a day. Neither will your machine. So let’s figure out where to start. @dohertyjf
  17. 17. From Idea to MVP Let’s build a skateboard. @dohertyjf
  18. 18. First, “What is an MVP?” @dohertyjf
  19. 19. An MVP is a working first iteration based off a hypothesis. In content marketing, your hypothesis can be informed by data and observation. @dohertyjf
  20. 20. @dohertyjf
  21. 21. Who’s the content competition and what are they doing? At HotPads, we looked at our competitors. They all: 1. Had blogs, but not great content 2. Some were cranking out a lot of content, others not so much So we asked: 1. What are they doing well? Not doing well? 2. Where are the gaps? 3. What kind of content is available to us? 4. What’s our unique spin? 5. What will our users find interesting, supported by keyword research? @dohertyjf
  22. 22. Do an assets audit At HotPads we figured out what assets we were working with. We had: • A blog on a subdomain • Consistent content on this blog (but minimal traffic) • The ability to publish longer form content • A budget for content • A designer eager to help • Pages onsite that had earned links in the past Unlike this house, we had a solid foundation @dohertyjf
  23. 23. HotPads already received *some* natural coverage • "Sift through rentals...or homes for sale... You can study photos, floor plans, price comparisons, and even information about local schools. " WIRED • "HotPads data is up to date and fresh and the map search is snappy and well featured." LifeHacker …And yes, links too. @dohertyjf
  24. 24. What Can You Do Better Than Anyone? At HotPads, we did maps better than anyone. @dohertyjf
  25. 25. How Do You Produce Content At Your Company? Varies by company but you have a mix of the following: @dohertyjf Budget Time Expertise People
  26. 26. What can you start today? Will vary by company, but here are some ideas: If you’re design-heavy, create fantastic graphics If you’re writing heavy, create the best damn ebooks possible If you have a ton of data, take a fresh angle on it @dohertyjf
  27. 27. There’s no promotion without creation, so nail creation before moving on to promotion. @dohertyjf
  28. 28. @dohertyjf
  29. 29. Don’t Forget To Measure • You can’t win and build a cohesive strategy of what is working if you’re not measuring • Strategies are not set in stone. They move over time. Start, measure, refine to your ultimate goals. Read: https://blog.kissmetrics.com/single-startup-metric/ @dohertyjf
  30. 30. From Skateboard (MVP) to Bicycle Pedal power! Still manual, but much much easier. @dohertyjf
  31. 31. Figuring out production Now you’ve started creating content and getting an idea of what’s working and what’s not. You’re measuring and getting an idea if your current efforts will fit your goals for content. @dohertyjf
  32. 32. HotPads Case Study We had three real KPIs and goals Audience Links Build a brand @dohertyjf
  33. 33. What we knew Use what you already have @dohertyjf
  34. 34. No one had really cracked the content code with renters. We knew what didn’t work, but also didn’t know from our competitors what did. @dohertyjf
  35. 35. But we knew from our parent company the kind of content that worked there. @dohertyjf
  36. 36. We had the following ideas for content Location-specific content Interesting maps with available data Think pieces Graph data PR stuntsBest hoods in (city) @dohertyjf
  37. 37. We had the following ideas for content Couldn’t scale this within budget Traffic, links, and brand! No interest No interest Traffic links and brand!Good traffic, no brand @dohertyjf
  38. 38. We went with these after a lot of testing Location-specific content Interesting maps with available data Think pieces Graph data PR stuntsBest hoods in (city) @dohertyjf
  39. 39. We decided on a dual approach Consistent quality content that would be useful for our target audience around topics of: 1. Renting 2. Living in cities 3. Moving 4. Life changes Higher quality focused content including but not limited to: 1. Data 2. Maps 3. Graphics 4. Photos @dohertyjf
  40. 40. We decided on a dual approach Consistent quality content that would be useful for our target audience around topics of: 1. Renting 2. Living in cities 3. Moving 4. Life changes Higher quality focused content including but not limited to: 1. Data 2. Maps 3. Graphics 4. Photos Which do you think earned more links, got more coverage, and ultimately drove more qualified traffic? @dohertyjf
  41. 41. Best Neighborhoods in (City) It might not be the sexiest content, but we had access to a lot of data around neighborhoods, like demographics. We also had a lot of opinions . If a good way to get people involved is to create controversy… Easy to create, easy to scale. Won’t build a brand. @dohertyjf
  42. 42. Rinse and repeat Like taking candy from a baby. Traffic++ @dohertyjf
  43. 43. Rinse and repeat We also checked out other types of keywords like “most expensive neighborhoods in (city)” and found very little competition. So we created content there and voila. @dohertyjf
  44. 44. The Future of Construction Series We had access to ALN data through a partnership. We took that data and displayed it in a new way, bringing transparency to an opaque industry in a new way. Differentiated, process to create got faster, endless opportunities for topics to map. @dohertyjf
  45. 45. The Future of SF Construction @dohertyjf
  46. 46. The Future of SF Construction This one didn’t get much play, but I got positive responses from the journalists I reached out to so I decided to do a few more before declaring failure. @dohertyjf
  47. 47. Rinse and repeat? @dohertyjf
  48. 48. Future of LA Building Construction @dohertyjf
  49. 49. Future of LA Building Construction @dohertyjf Bingo! So we did this for all of our major metros and received links from all of them, as well as pickup from other related sites.
  50. 50. Now you can think about promotion @dohertyjf
  51. 51. Set up other channels to work No matter your team size, automation will make your life easier. You can automate these channels to have built-in promotion on every piece of content you publish. @dohertyjf Email marketing Social media (Some) PRAdvertising
  52. 52. Basic Automation For every post you publish, you should automagically: • Email your content subscriber list • Post to Twitter, Facebook, LinkedIn • If doing advertising, set up ads to promote on your platform of choice • If doing retargeting, make sure you drop a pixel on all visitors who meet your specifications (and burn that pixel if they convert) • Measure your important metrics: • Views on the platforms • Traffic from networks and emails • Revenue @dohertyjf
  53. 53. From Bicycle to Motorcycle Now we’re playing with engines. Two seats even! @dohertyjf
  54. 54. You’ll Need A Dedicated Content Manager They need to be all of these. It’s a tough job to fill well. • Creative • Data informed • Organized • Biasing toward action • Understand promotion @dohertyjf
  55. 55. Productize Your Automated Promotion Because you’ve set up some basic automation and are learning what’s effective, it’s time to not hack it together anymore and actually make it sustainable. At a great company, your marketing and growth teams (they’re different) will also have engineering and design support. Meet with them to figure out what else you can automate and how to make your current automation better. @dohertyjf
  56. 56. Put Together A Calendar Now’s the time to put together a calendar of when content will come out, so that you can also plan manual promotion. Multiple hands on a project means structure is needed. Some of the tools for this: @dohertyjf Shared Trello calendar WP plugins Google calendar Basecamp/Asana
  57. 57. Build Out More Promotion Workflows With production figured out and automation in place/becoming stable, now you can throw more bodies at promotion. This flow worked for us: @dohertyjf Launch Prep Ideation Brainstorm Settle on topic Begin producing Prospect for outreach Finalize content Set launch date Publish content Automatic marketing Manual outreach to pre- created lists
  58. 58. From Motorcycle to Car @dohertyjf
  59. 59. Bring In Dedicated Promotion (PR) A dedicated PR professional won’t be fully leveraged until you have your creation and publishing process figured out. A good one will help you optimize that process for optimal outreach, however. They are responsible for the Tier 1 (NYT, WSJ, etc) publications that need a relationship and softer pitch touch. @dohertyjf
  60. 60. Layer On Scaleable Manual Outreach Depending on your company size, this may be a separate role (or 3, as I had at HotPads) or could be another part of your content manager/marketer’s job. Their job is to get the Tier 2-3 links and promotion (guest posts, social shares from mid-influencers, email list inclusions). Prospecting and pre- outreach should start about 2 weeks before launch. @dohertyjf
  61. 61. Content we did after hiring PR @dohertyjf
  62. 62. Meth and Died In Houses @dohertyjf
  63. 63. Meth and Died In Houses @dohertyjf
  64. 64. Best Cities for Graduates @dohertyjf
  65. 65. Best Cities for Graduates @dohertyjf
  66. 66. Why it worked • We enlisted our other outreach employees into securing guest posts on smaller sites to build more links. • We offered to write content, which 75% of the people who published coverage wanted us to do. • We offered our economist/data scientist as a source. He hopped on the phone with journalists (with our PR manager there) and explained the data succinctly. We practiced ahead of time. @dohertyjf
  67. 67. We used this process Launch Prep Ideation Brainstorm Settle on topic Begin producing Prospect for outreach Finalize content Set launch date Publish content Automatic marketing Manual outreach to pre- created lists @dohertyjf
  68. 68. Scale It (With Quality In Mind) We decided we could do one great research study every 2 months or so with 1 PR manager, 1 SEO manager, 1 content manager, 1 data scientist/economist, 1 email manager, and 3 link acquisition experts + me. That’s 8 people! Any faster than that and we’d lose quality. To go faster we’d need more hands on deck. @dohertyjf
  69. 69. Measure and Optimize Over Time @dohertyjf
  70. 70. Lift Off @dohertyjf
  71. 71. Have Some Fun @dohertyjf
  72. 72. House of Cards #stateofsearch@dohertyjf
  73. 73. House of Cards #stateofsearch@dohertyjf
  74. 74. House of Cards #stateofsearch@dohertyjf
  75. 75. House of Cards #stateofsearch@dohertyjf
  76. 76. House of Cards #stateofsearch@dohertyjf
  77. 77. April Fools Alcatraz #stateofsearch@dohertyjf
  78. 78. April Fools Alcatraz #stateofsearch@dohertyjf Link from the parent company’s biggest rival.
  79. 79. April Fools Alcatraz #stateofsearch@dohertyjf
  80. 80. Timely Content #stateofsearch@dohertyjf
  81. 81. Timely Content Shared by an LA Times journalist and established a good media contact #stateofsearch@dohertyjf
  82. 82. Rapid Fire Lessons Learned @dohertyjf
  83. 83. Big content >>>> small content • When HotPads wrote a static piece that can live on forever, as opposed to just a blog post, it earned more links and was arguably more valuable than a blog post. • *Big content is also pushed out less frequently, so promotion makes or breaks its success. • However, blog posts got more social shares. @dohertyjf
  84. 84. Give Embeddable Assets Every post or article that did well for HotPads had an embeddable piece of content, such as images, graphics, or embeddable maps. If you offer something of value to a journalist, they are much more likely to write about you. @dohertyjf
  85. 85. Content Lives and Dies by Outreach • When HotPads executed well on outreach, both to small and large sites, they got great links and great coverage. • When they didn’t execute well (or simply didn’t do it), they didn’t. Great content will get links with outreach, but rarely without. @dohertyjf
  86. 86. Your Success Depends on Your Team’s Execution of Ideas • A small team of the right people can do mighty things when given the right processes, but they also must work at the same pace to get things done. • Before hiring someone, ask yourself how well they will fit into a culture you are trying to cultivate. If they’re a strategist and you need a doer, don’t hire them. And vice versa. @dohertyjf
  87. 87. Keep Trying New Ideas and Measure We went through many iterations of HotPads content: 1. City-specific 2. “Best neighborhoods” and “reasons to live in” 3. Data graphs 4. PR stunts 5. Maps of data owned by others 6. Maps of our own content @dohertyjf
  88. 88. Launch around new things (rebrand here) http://www.getcredo.com/should-i-do-seo/@dohertyjf
  89. 89. Cheat with promo @dohertyjf
  90. 90. Get that bump @dohertyjf
  91. 91. Play the long game When I hear people debate the ROI of social media? It makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint. They're not worried about lifetime value and retention. They're worried about short-term goals. Gary Vaynerchuk @dohertyjf
  92. 92. Questions?

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