How to create a traffic machine for your content

•

9 likes•5,355 views

Raven Tools

Marketing Technology

by Jon Henshaw
How to Create a Traﬃc
Machine for Your Content

@RavenJon #Authority2014 2
“If I write great content, 
they will come.”

@RavenJon #Authority2014 4
But if you build a Trafﬁc Machine they will

@RavenJon #Authority2014 5
Step 1: Focus on UX

@RavenJon #Authority2014 8
Brands have an identity

@RavenJon #Authority2014 9
Brands include authors

@RavenJon #Authority2014 10
Brands have a unique look and feel

@RavenJon #Authority2014
Layout
11
The layout of your content determines
pages per session and repeat visits

@RavenJon #Authority2014 12
How likely are you 
to come back here?

@RavenJon #Authority2014 13
I’m deﬁnitely 
coming back here!

@RavenJon #Authority2014 14
Make the reading experience match
the quality of the content

@RavenJon #Authority2014 15
The reading experience should also be
device responsive

@RavenJon #Authority2014 16
Duo App 
Test Responsive Design

@RavenJon #Authority2014 19
Roots is a perfect starting place for WordPress

@RavenJon #Authority2014 20
https://webﬂow.com/

@RavenJon #Authority2014
Navigation
22
Navigation helps emphasize the focus
of the site to readers and bots

@RavenJon #Authority2014 23
Example of focused navigation

@RavenJon #Authority2014
Sharing
24
Make your content easy to share,
unless you don’t want it shared.

@RavenJon #Authority2014
Speed
28
Speed up your site for a better user
experience (it’s also a ranking factor)

@RavenJon #Authority2014 29
Also be prepared for the Digg effect

@RavenJon #Authority2014 30
Use a fast and reliable hosting provider

@RavenJon #Authority2014 31
Use a CDN for your assets 
http://www.cdnplanet.com/cdns/

@RavenJon #Authority2014 32
http://gtmetrix.com/

@RavenJon #Authority2014
The Unseen
33
Visible performance often comes from
what you can’t see

@RavenJon #Authority2014 34
Open Graph Protocol 
Provides structured data and enhances
how content is shared socially
!
http://ogp.me/

@RavenJon #Authority2014 35
Authorship 
Using Authorship and Publisher can
provide more visibility on Google

@RavenJon #Authority2014 37
Authorship in SERPs 
Authorship enables Rich Snippets and
can easily land you on the 1st page of
Google for those inside your G+ circles

@RavenJon #Authority2014 39
Use Schema.org microdata to
enhance SERPs

@RavenJon #Authority2014 40
http://schema.org/Event

@RavenJon #Authority2014 41
http://schema.org/Recipe

@RavenJon #Authority2014 42
Doh! Google may steal your trafﬁc!

@RavenJon #Authority2014
Content
43
Quality content is no longer good
enough

@RavenJon #Authority2014 44
Turn your content into
Epic Content

@RavenJon #Authority2014 45
Epic Content is bigger content

@RavenJon #Authority2014 46
Epic Content is repurposed content

@RavenJon #Authority2014 47
Epic Content uses multiple channels

@RavenJon #Authority2014 48
Epic Content is interactive

@RavenJon #Authority2014 49
Epic Content is not MMEH 
(Massively Multimedia Epic Heave)
*MMEH was coined by Mark Armstrong

@RavenJon #Authority2014 51
Enhance posts with Google Charts

@RavenJon #Authority2014 53
Add an Interactive Timeline
http://timeline.knightlab.com/

@RavenJon #Authority2014 55
Include Interactions
http://interactions.webﬂow.com/

@RavenJon #Authority2014 57
http://www.frogdesign.com/techtrends2014/

@RavenJon #Authority2014 58
http://www.theverge.com/2014/1/21/5307992/inside-the-mind-of-a-fanboy

@RavenJon #Authority2014 59
https://www.distilled.net/content-guide/

@RavenJon #Authority2014 60
Repurpose Your Content

@RavenJon #Authority2014 61
Turn it into a deck and share on Slideshare

@RavenJon #Authority2014 62
Turn the deck into a video and post on Youtube

@RavenJon #Authority2014 63
Use your content for podcast topics

@RavenJon #Authority2014 64
Build a microsite with your content…capture emails

@RavenJon #Authority2014 65
Make an Infographic 
Using Cinemagraphs!!!

@RavenJon #Authority2014 66
Reuse quotes to tell a visual story

@RavenJon #Authority2014 67
Make it Portable 
Create an ebook, white paper and
use content channels like Snippet.
Include links back to your site.

@RavenJon #Authority2014
Calls to Action
68
Include CTAs to increase pages per
session and to boost repeat trafﬁc

@RavenJon #Authority2014 69
Ars Technica 
Related Articles

@RavenJon #Authority2014 70
TechCrunch Next Article

@RavenJon #Authority2014 71
Email is still one of the best sources for site trafﬁc

@RavenJon #Authority2014 73
Record, measure and report with
Google Analytics’ Goals and Events

@RavenJon #Authority2014
Social
74
Epic Content + Connections = Trafﬁc

@RavenJon #Authority2014 75
Don’t be a snob. Connect with as many people
as possible that ﬁt your target audience.

@RavenJon #Authority2014 76
Build up sharing equity

@RavenJon #Authority2014 77
Be social. That means commenting on posts, and
always replying to comments on your own posts.

@RavenJon #Authority2014 78
Republish your content on sites that will send
targeted trafﬁc. Stop worrying about duped content.

@RavenJon #Authority2014 79
Participate in or create private sharing groups that
have common interests and may followers

@RavenJon #Authority2014 80
Promote and boost your content with social ads

@RavenJon #Authority2014
Analytics
81
Study the performance of your content, learn
what works, and then rinse and repeat!

@RavenJon #Authority2014 82
I saw the Trafﬁc Machine in a dream
and this is what it looked like…

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How to create a traffic machine for your content

1. by Jon Henshaw How to Create a Traﬃc Machine for Your Content

2. @RavenJon #Authority2014 2 “If I write great content,  they will come.”

3. @RavenJon #Authority2014 3

4. @RavenJon #Authority2014 4 But if you build a Trafﬁc Machine they will

5. @RavenJon #Authority2014 5 Step 1: Focus on UX

6. @RavenJon #Authority2014 Brand 6 Your brand is part of the UX and makes  you unique, memorable and trusted

7. @RavenJon #Authority2014 7 Generic themes do  not communicate brand

8. @RavenJon #Authority2014 8 Brands have an identity

9. @RavenJon #Authority2014 9 Brands include authors

10. @RavenJon #Authority2014 10 Brands have a unique look and feel

11. @RavenJon #Authority2014 Layout 11 The layout of your content determines pages per session and repeat visits

12. @RavenJon #Authority2014 12 How likely are you  to come back here?

13. @RavenJon #Authority2014 13 I’m deﬁnitely  coming back here!

14. @RavenJon #Authority2014 14 Make the reading experience match the quality of the content

15. @RavenJon #Authority2014 15 The reading experience should also be device responsive

16. @RavenJon #Authority2014 16 Duo App  Test Responsive Design

17. @RavenJon #Authority2014 17

18. @RavenJon #Authority2014 18

19. @RavenJon #Authority2014 19 Roots is a perfect starting place for WordPress

20. @RavenJon #Authority2014 20 https://webﬂow.com/

21. @RavenJon #Authority2014 21

22. @RavenJon #Authority2014 Navigation 22 Navigation helps emphasize the focus of the site to readers and bots

23. @RavenJon #Authority2014 23 Example of focused navigation

24. @RavenJon #Authority2014 Sharing 24 Make your content easy to share, unless you don’t want it shared.

25. @RavenJon #Authority2014 25

26. @RavenJon #Authority2014 26

27. @RavenJon #Authority2014 27

28. @RavenJon #Authority2014 Speed 28 Speed up your site for a better user experience (it’s also a ranking factor)

29. @RavenJon #Authority2014 29 Also be prepared for the Digg effect

30. @RavenJon #Authority2014 30 Use a fast and reliable hosting provider

31. @RavenJon #Authority2014 31 Use a CDN for your assets  http://www.cdnplanet.com/cdns/

32. @RavenJon #Authority2014 32 http://gtmetrix.com/

33. @RavenJon #Authority2014 The Unseen 33 Visible performance often comes from what you can’t see

34. @RavenJon #Authority2014 34 Open Graph Protocol  Provides structured data and enhances how content is shared socially ! http://ogp.me/

35. @RavenJon #Authority2014 35 Authorship  Using Authorship and Publisher can provide more visibility on Google

36. @RavenJon #Authority2014 36

37. @RavenJon #Authority2014 37 Authorship in SERPs  Authorship enables Rich Snippets and can easily land you on the 1st page of Google for those inside your G+ circles

38. @RavenJon #Authority2014 38 Publisher in SERPs  Publisher enhances brand related results, including control over the logo displayed and recent posts

39. @RavenJon #Authority2014 39 Use Schema.org microdata to enhance SERPs

40. @RavenJon #Authority2014 40 http://schema.org/Event

41. @RavenJon #Authority2014 41 http://schema.org/Recipe

42. @RavenJon #Authority2014 42 Doh! Google may steal your trafﬁc!

43. @RavenJon #Authority2014 Content 43 Quality content is no longer good enough

44. @RavenJon #Authority2014 44 Turn your content into Epic Content

45. @RavenJon #Authority2014 45 Epic Content is bigger content

46. @RavenJon #Authority2014 46 Epic Content is repurposed content

47. @RavenJon #Authority2014 47 Epic Content uses multiple channels

48. @RavenJon #Authority2014 48 Epic Content is interactive

49. @RavenJon #Authority2014 49 Epic Content is not MMEH  (Massively Multimedia Epic Heave) *MMEH was coined by Mark Armstrong

50. @RavenJon #Authority2014 50

51. @RavenJon #Authority2014 51 Enhance posts with Google Charts

52. @RavenJon #Authority2014 52

53. @RavenJon #Authority2014 53 Add an Interactive Timeline http://timeline.knightlab.com/

54. @RavenJon #Authority2014 54

55. @RavenJon #Authority2014 55 Include Interactions http://interactions.webﬂow.com/

56. @RavenJon #Authority2014 56

57. @RavenJon #Authority2014 57 http://www.frogdesign.com/techtrends2014/

58. @RavenJon #Authority2014 58 http://www.theverge.com/2014/1/21/5307992/inside-the-mind-of-a-fanboy

59. @RavenJon #Authority2014 59 https://www.distilled.net/content-guide/

60. @RavenJon #Authority2014 60 Repurpose Your Content

61. @RavenJon #Authority2014 61 Turn it into a deck and share on Slideshare

62. @RavenJon #Authority2014 62 Turn the deck into a video and post on Youtube

63. @RavenJon #Authority2014 63 Use your content for podcast topics

64. @RavenJon #Authority2014 64 Build a microsite with your content…capture emails

65. @RavenJon #Authority2014 65 Make an Infographic  Using Cinemagraphs!!!

66. @RavenJon #Authority2014 66 Reuse quotes to tell a visual story

67. @RavenJon #Authority2014 67 Make it Portable  Create an ebook, white paper and use content channels like Snippet. Include links back to your site.

68. @RavenJon #Authority2014 Calls to Action 68 Include CTAs to increase pages per session and to boost repeat trafﬁc

69. @RavenJon #Authority2014 69 Ars Technica  Related Articles

70. @RavenJon #Authority2014 70 TechCrunch Next Article

71. @RavenJon #Authority2014 71 Email is still one of the best sources for site trafﬁc

72. @RavenJon #Authority2014 72

73. @RavenJon #Authority2014 73 Record, measure and report with Google Analytics’ Goals and Events

74. @RavenJon #Authority2014 Social 74 Epic Content + Connections = Trafﬁc

75. @RavenJon #Authority2014 75 Don’t be a snob. Connect with as many people as possible that ﬁt your target audience.

76. @RavenJon #Authority2014 76 Build up sharing equity

77. @RavenJon #Authority2014 77 Be social. That means commenting on posts, and always replying to comments on your own posts.

78. @RavenJon #Authority2014 78 Republish your content on sites that will send targeted trafﬁc. Stop worrying about duped content.

79. @RavenJon #Authority2014 79 Participate in or create private sharing groups that have common interests and may followers

80. @RavenJon #Authority2014 80 Promote and boost your content with social ads

81. @RavenJon #Authority2014 Analytics 81 Study the performance of your content, learn what works, and then rinse and repeat!

82. @RavenJon #Authority2014 82 I saw the Trafﬁc Machine in a dream and this is what it looked like…

83. @RavenJon #Authority2014 83

84. @RAVENJON Jon Henshaw

How to create a traffic machine for your content

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