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Optimizing Your Content Marketing and Blog for Conversions
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FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03 How to Get Data Driven WITH YOUR CONTENT MARKETING KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume FIND WORDS THAT HAVE VOLUME TWEET OF THE DAY If no one is looking for your content, then no one will read your content. GET KEYWORD IDEAS USE THESE IDEAS TO CREATE BLOG TOPICS JUST DON’T USE THE TYPOS GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO PREDICTIVE SEARCH YOUR TOPICS SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy! TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it. Content Marketing is Worthless if it Doesn’t Move the Needle AGENCY CLIENT Grow traffic, generate leads, and increase revenue . . . Improve Current Process and Content BLOG ITALIAN WAS FIRST LANGUAGE OUR COPYWRITER FIXED THAT Redevelop Content Strategy to Attract New Customers CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile App re-skinners were ruining the site and causing havoc in the app store APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky CONDUCT KEYWORD AND SEARCH RESEARCH BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT BUILD LANDING PAGES LOTS OF THEM MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up CREATE CONTENT CALENDAR Launch Posts and Distribute Like a Mofo DISTRIBUTION PROCESS FOR EVERY POST NETWORK AND LINK BUILD AN OUTREACH LIST LINKEDIN IS AMAZING AGGREGATORS HELP! TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS 696 LEADS IN 3 MONTHS 44% CONVERSION RATE Has Leads, Will Nurture 3.4 NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!
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Optimizing Your Content Marketing and Blog for Conversions
- Optimizing Your Content Marketing and Blog for Conversions DAN MCGAW
- @Kissmetrics #KissWebinar @ThueLMadsen
- Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Dan, one of the original growth-hackers, has lead the teams at Code School and Kissmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy. DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw
- @EffinAmazing #KissWebinar @DanielMcgaw
- 1 Fairy Tales and Facts Keyword Planner is Your Friend Create Blog Topics Select a Topic Hack Your Ability to Rank 2 How to Get Data Driven 3 Case Study TABLE OF CONTENTS Improve Current Content and Process Redevelop Content Strategy to Attract New Customers Launch Posts and Distribute Like a Mofo Has Leads, Will Nurture
- Fairy Tales and Facts 1
- FAIRY TALE: CONTENT MARKETING IS EASY 01
- FAIRY TALE: CONTENT MARKETING IS EASY FACT: IT IS THE HARDEST AND MOST EXPENSIVE MARKETING CHANNEL 01
- FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY 02
- FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY FACT: CONTENT TAKES MONTHS TO DRIVE TRAFFIC 02
- FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT 03
- FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03
- How to Get Data Driven WITH YOUR CONTENT MARKETING 2
- KEYWORD PLANNER IS YOUR FRIEND
- KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service
- KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies
- KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases
- KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume
- FIND WORDS THAT HAVE VOLUME
- FIND WORDS THAT HAVE VOLUME
- TWEET OF THE DAY If no one is looking for your content, then no one will read your content. @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
- GET KEYWORD IDEAS
- USE THESE IDEAS TO CREATE BLOG TOPICS
- JUST DON’T USE THE TYPOS
- GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO
- PREDICTIVE SEARCH YOUR TOPICS
- PREDICTIVE SEARCH YOUR TOPICS
- PREDICTIVE SEARCH YOUR TOPICS
- SELECT A TOPIC BASED ON YOUR SEARCH
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier
- SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy!
- TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it. @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
- Content Marketing is Worthless if it Doesn’t Move the Needle CASE STUDY 3
- AGENCY
- CLIENT
- Grow traffic, generate leads, and increase revenue . . .
- Improve Current Process and Content CASE STUDY: STEP ONE 3.1
- BLOG
- ITALIAN WAS FIRST LANGUAGE
- OUR COPYWRITER FIXED THAT
- Redevelop Content Strategy to Attract New Customers CASE STUDY: STEP TWO 3.2
- CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile
- App re-skinners were ruining the site and causing havoc in the app store
- APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky
- CONDUCT KEYWORD AND SEARCH RESEARCH
- BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code
- MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT
- BUILD LANDING PAGES
- LOTS OF THEM
- MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts
- MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar
- MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up
- CREATE CONTENT CALENDAR
- Launch Posts and Distribute Like a Mofo CASE STUDY: STEP THREE 3.3
- DISTRIBUTION PROCESS FOR EVERY POST
- NETWORK AND LINK
- BUILD AN OUTREACH LIST
- LINKEDIN IS AMAZING
- AGGREGATORS HELP!
- TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found? @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
- 19% INCREASE IN ORGANIC IN 3 MONTHS
- 696 LEADS IN 3 MONTHS
- 44% CONVERSION RATE
- Has Leads, Will Nurture 3.4
- NURTURE LEADS TO CREATE CUSTOMERS
- NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide
- NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email
- NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email
- NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email
- TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth! @NEILPATEL @Kissmetrics @EffinAmazing #KissWebinar
- DAN MCGAW Founder and CEO, Effin Amazing @DanielMcgaw dan@effinamazing.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?