Big Wins for
Content Marketing
Or, Unsexy Strategies for Long-Term
Growth
Presented by:
@jimmy_daly
Want to retire young?
www.jimmydaly.com
Want to retire young?
(Of course you do.)
www.jimmydaly.com
There are
two important rules
you must follow:
www.jimmydaly.com
Wait.
www.jimmydaly.com
Wait.
Do you prefer to read this
as a blog post instead?
Yes! I like blog posts.
“The biggest mistake is not learning
the habits of saving properly early.
It's pretty easy to get well-to-do
slowly.”
Warr...
Let’s go through the
two rules individually.
Don’t worry — This really is about
content marketing.
www.jimmydaly.com
Rule 1:
Start investing early.
www.jimmydaly.com
Let’s look at a
hypothetical example.
www.jimmydaly.com
Source: Business Insider
By starting 10 years earlier,
Emily ends up with 2x more
than Dave.
www.jimmydaly.com
By starting 10 years earlier,
Emily ends up with 2x more
than Dave.
That’s a big deal.
Start investing early.
www.jimmydal...
Rule 2:
Focus on big wins.
www.jimmydaly.com
Don’t waste time with small
tasks that generate
little results.
www.jimmydaly.com
“If you had to choose between using
your limited willpower to cut back on
something you love that costs $2 a
day and learn...
Together, these rules make
up …
www.jimmydaly.com
The Big Win Principle
So let’s apply this to
content marketing.
www.jimmydaly.com
Want to read
the rest of this
SlideShare as a
full blog post?
Yes! Let’s do that instead.
There are three big wins
you can use to maximize
the growth of your site …
www.jimmydaly.com
These are not shortcuts
or growth hacks. They’re
fundamentals that could
bring in thousands or
millions more readers
over ...
Big Win #1:
Define a Target Audience
www.jimmydaly.com
Skip this and you risk years
of writing for
no one.
www.jimmydaly.com
“The target market is not the total market.
The target market is the tip of the spear.
That is what you use at the front l...
In other words,
going deep first makes it
easier to go wide later.
www.jimmydaly.com
Peers
Co-workers
Clients
Bosses
Employers
Yourself
You must not write for:
www.jimmydaly.com
You must write for
your readers.
www.jimmydaly.com
Write for your
1,000 True Fans.
www.jimmydaly.com
“This small circle of diehard fans, which can
provide you with a living, is surrounded by
concentric circles of Lesser Fan...
Start here
www.jimmydaly.com
Go deep first.
Identify a narrow demographic.
Write for them exclusively.
Earn trust, and deliver consistently.
www.jimmyd...
Go wide later.
Let your fans spread the word.
Branch out only when you’ve proven
yourself to your target audience.
www.jim...
Big Win #2:
Create a Real
Keyword Strategy
www.jimmydaly.com
“More often than not, a website is a
disjointed array of unrelated
information with no clear central
theme.”
Bruce Clay
Su...
300 target keywords
=
zero target keywords
www.jimmydaly.com
Targeting more than two or
three keywords is useless
unless you have a team of
writers.
www.jimmydaly.com
Choose a handful of
keywords and focus on
them intensely.
www.jimmydaly.com
Case Study:
Brian Dean of Backlinko
www.jimmydaly.com
Brian Dean …
• Ranks alongside Wikipedia and
Google for SEO-related content
• Gets more than 100K visitors/month,
but has ...
He does this by himself.
@Jimmy_Daly
His secret?
Silos.
@Jimmy_Daly
Not this kind.
This kind.
Read more about silos
Bruce Clay has a great blog
post explaining the concept
of silos in SEO.
Big Win #3:
Commit to a Realistic
Publishing Schedule
www.jimmydaly.com
Sticking to a publishing
schedule will be a force
multiplier.
It’s a constraint that will
push you to become a
better writ...
“The basic principle of force multiplication is
to find and use factors that increase the
effective power that you have (o...
“The schedule is my constraint. I have to get
something out every Monday and Thursday.
This forces me to be creative and t...
Source: James Clear
Choose a frequency that is
sustainable, even if it
means starting slowly.
www.jimmydaly.com
Grand takeaway:
Don’t wait until you can do a huge
website redesign, SEO turnover, or
content audit.
Start early. Take sma...
Summary
1.Define a target audience. Go
deep, then wide.
www.jimmydaly.com
Summary
1.Define a target audience. Go
deep, then wide.
2.Create a real keyword strategy.
Focus on a handful of great
keyw...
Summary
1.Define a target audience. Go
deep, then wide.
2.Create a real keyword strategy.
Focus on a handful of great
keyw...
Get the
full blog post
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Big wins for Content Marketing (Or, Unsexy Strategies for Long-term Growth.)

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Publié le

Read the full post: http://www.jimmydaly.com/big-wins/

Content marketing is a lot like investing. To be successful, you need to focus on long-term goals and get the fundamentals right.

Here are three "big wins" you should nail from day one if you want to maximize the growth of your site.

Publié dans : Marketing
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Big wins for Content Marketing (Or, Unsexy Strategies for Long-term Growth.)

  1. 1. Big Wins for Content Marketing Or, Unsexy Strategies for Long-Term Growth Presented by: @jimmy_daly
  2. 2. Want to retire young? www.jimmydaly.com
  3. 3. Want to retire young? (Of course you do.) www.jimmydaly.com
  4. 4. There are two important rules you must follow: www.jimmydaly.com
  5. 5. Wait. www.jimmydaly.com
  6. 6. Wait. Do you prefer to read this as a blog post instead? Yes! I like blog posts.
  7. 7. “The biggest mistake is not learning the habits of saving properly early. It's pretty easy to get well-to-do slowly.” Warren Buffett Billionaire investor 2nd richest man in the world www.jimmydaly.com
  8. 8. Let’s go through the two rules individually. Don’t worry — This really is about content marketing. www.jimmydaly.com
  9. 9. Rule 1: Start investing early. www.jimmydaly.com
  10. 10. Let’s look at a hypothetical example. www.jimmydaly.com
  11. 11. Source: Business Insider
  12. 12. By starting 10 years earlier, Emily ends up with 2x more than Dave. www.jimmydaly.com
  13. 13. By starting 10 years earlier, Emily ends up with 2x more than Dave. That’s a big deal. Start investing early. www.jimmydaly.com
  14. 14. Rule 2: Focus on big wins. www.jimmydaly.com
  15. 15. Don’t waste time with small tasks that generate little results. www.jimmydaly.com
  16. 16. “If you had to choose between using your limited willpower to cut back on something you love that costs $2 a day and learning to negotiate a $10,000 salary increase, which would you rather do?” Ramit Sethi Entrepreneur Author of I Will Teach You To Be Rich www.jimmydaly.com
  17. 17. Together, these rules make up … www.jimmydaly.com The Big Win Principle
  18. 18. So let’s apply this to content marketing. www.jimmydaly.com
  19. 19. Want to read the rest of this SlideShare as a full blog post? Yes! Let’s do that instead.
  20. 20. There are three big wins you can use to maximize the growth of your site … www.jimmydaly.com
  21. 21. These are not shortcuts or growth hacks. They’re fundamentals that could bring in thousands or millions more readers over the lifetime of your site. www.jimmydaly.com
  22. 22. Big Win #1: Define a Target Audience www.jimmydaly.com
  23. 23. Skip this and you risk years of writing for no one. www.jimmydaly.com
  24. 24. “The target market is not the total market. The target market is the tip of the spear. That is what you use at the front lines to win the battle that allows you to win the war. And you win the war when your target demographic expands to include a lot of other people.” Tim Ferris Entrepreneur Author of 4-Hour Work Week www.jimmydaly.com
  25. 25. In other words, going deep first makes it easier to go wide later. www.jimmydaly.com
  26. 26. Peers Co-workers Clients Bosses Employers Yourself You must not write for: www.jimmydaly.com
  27. 27. You must write for your readers. www.jimmydaly.com
  28. 28. Write for your 1,000 True Fans. www.jimmydaly.com
  29. 29. “This small circle of diehard fans, which can provide you with a living, is surrounded by concentric circles of Lesser Fans. These folks will not purchase everything you do, and may not seek out direct contact, but they will buy much of what you produce. The processes you develop to feed your True Fans will also nurture Lesser Fans.” Kevin Kelly Entrepreneur www.jimmydaly.com
  30. 30. Start here www.jimmydaly.com
  31. 31. Go deep first. Identify a narrow demographic. Write for them exclusively. Earn trust, and deliver consistently. www.jimmydaly.com
  32. 32. Go wide later. Let your fans spread the word. Branch out only when you’ve proven yourself to your target audience. www.jimmydaly.com
  33. 33. Big Win #2: Create a Real Keyword Strategy www.jimmydaly.com
  34. 34. “More often than not, a website is a disjointed array of unrelated information with no clear central theme.” Bruce Clay Super smart SEO dude www.jimmydaly.com
  35. 35. 300 target keywords = zero target keywords www.jimmydaly.com
  36. 36. Targeting more than two or three keywords is useless unless you have a team of writers. www.jimmydaly.com
  37. 37. Choose a handful of keywords and focus on them intensely. www.jimmydaly.com
  38. 38. Case Study: Brian Dean of Backlinko www.jimmydaly.com
  39. 39. Brian Dean … • Ranks alongside Wikipedia and Google for SEO-related content • Gets more than 100K visitors/month, but has written only 21 posts for Backlinko. • Is intensely focused on just a few keywords (but ranks for hundreds of long-tail variations). @Jimmy_Daly
  40. 40. He does this by himself. @Jimmy_Daly
  41. 41. His secret? Silos. @Jimmy_Daly
  42. 42. Not this kind.
  43. 43. This kind.
  44. 44. Read more about silos Bruce Clay has a great blog post explaining the concept of silos in SEO.
  45. 45. Big Win #3: Commit to a Realistic Publishing Schedule www.jimmydaly.com
  46. 46. Sticking to a publishing schedule will be a force multiplier. It’s a constraint that will push you to become a better writer. www.jimmydaly.com
  47. 47. “The basic principle of force multiplication is to find and use factors that increase the effective power that you have (or reduce that of your opponents). Using force multipliers has an even greater effect, such that a well- multiplied small force can successfully take on a much larger force.” David Straker Persuasion and Influence Expert www.jimmydaly.com
  48. 48. “The schedule is my constraint. I have to get something out every Monday and Thursday. This forces me to be creative and to do the one thing that good writers do: write. I don’t always hit the mark, but I have stuck with this schedule for two years and I’ve written over 200,000 words.” James Clear Entrepreneur www.jimmydaly.com
  49. 49. Source: James Clear
  50. 50. Choose a frequency that is sustainable, even if it means starting slowly. www.jimmydaly.com
  51. 51. Grand takeaway: Don’t wait until you can do a huge website redesign, SEO turnover, or content audit. Start early. Take small steps now, and reap the rewards sooner. www.jimmydaly.com
  52. 52. Summary 1.Define a target audience. Go deep, then wide. www.jimmydaly.com
  53. 53. Summary 1.Define a target audience. Go deep, then wide. 2.Create a real keyword strategy. Focus on a handful of great keywords. www.jimmydaly.com
  54. 54. Summary 1.Define a target audience. Go deep, then wide. 2.Create a real keyword strategy. Focus on a handful of great keywords. 3.Commit to a realistic publishing schedule. www.jimmydaly.com
  55. 55. Get the full blog post

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