Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content Jam 2016: Connecting the Dots

1,210 views

Published on

It started in 2001, but it didn't start all that well. In 2002, I made about $900. Today we are a 38-person $5 million company. Here's how content marketing got us there, and how to make it work for you.

Presented by Andy Crestodina at Content Jam in Chicago, Aug 2016.

Published in: Marketing
  • Login to see the comments

Content Jam 2016: Connecting the Dots

  1. 1. Connecting the Dots: How Writers Can Use Data to Research and Rank Andy Crestodina @crestodina | #ContentJam Strategy
  2. 2. @crestodina
  3. 3. @crestodina #ContentJam
  4. 4. @crestodina #ContentJam
  5. 5. $$$ Action
  6. 6. Leads Action
  7. 7. 1. Topics
  8. 8. Actual Content Performance Weak Contributor Weak Contributor Amazing Contributor Amazing Contributor Perceived Content Performance @crestodina #ContentJam
  9. 9. Weak Contributor Weak Contributor Amazing Contributor Amazing Contributor Perceived Content Performance Actual Content Performance @crestodina #ContentJam
  10. 10. source: Moz, BuzzSumo @crestodina #ContentJam
  11. 11. source: Moz, BuzzSumo Most content gets no links and few shares @crestodina #ContentJam
  12. 12. @crestodina #ContentJam ...if you want to create content that achieves a high level of both shares and links then you should concentrate on opinion forming, authoritative content... or well researched and evidenced content.
  13. 13. @crestodina #ContentJam ...if you want to create content that achieves a high level of both shares and links then you should concentrate on strong opinions original facts
  14. 14. The Power of Research @crestodina #ContentJam
  15. 15. Why publish research? 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content @crestodina #ContentJam
  16. 16. Why publish research? 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content @crestodina #ContentJam
  17. 17. Why publish research? 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content @crestodina #ContentJam
  18. 18. Why publish research? 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links and shares than other content @crestodina #ContentJam
  19. 19. Why publish research? 1. Numbers are credible 2. Owned by you, making you the primary source 3. The outreach can grow your network 4. Support the sales pitch 5. Research gets more links than other content @crestodina #ContentJam
  20. 20. @crestodina #ContentJam
  21. 21. @crestodina
  22. 22. @crestodina #ContentJam 4,066 websites link to CMI’s research
  23. 23. Three ways to produce research 1. Observation: Pick a data set. Gather data. 2. Aggregation: Combine data from existing sources 3. Survey: Mass outreach and analysis @crestodina #ContentJam
  24. 24. @crestodina #ContentJam observation
  25. 25. @crestodina #ContentJam
  26. 26. @crestodina #ContentJam
  27. 27. @crestodina #ContentJam
  28. 28. @crestodina #ContentJam
  29. 29. @crestodina #ContentJam
  30. 30. @crestodina #ContentJam aggregation
  31. 31. @crestodina #ContentJam
  32. 32. @crestodina #ContentJam
  33. 33. @crestodina #ContentJam
  34. 34. @crestodina #ContentJam survey
  35. 35. @crestodina #ContentJam
  36. 36. source: 2016 Blogger Survey, Orbit Media The typical length of a blog post is 900 words, up 100 words from last year @crestodina #ContentJam
  37. 37. @crestodina #ContentJam
  38. 38. @crestodina #ContentJam Find the missing stat
  39. 39. @crestodina #ContentJam Sonia Simone CCO, Copyblogger Media Don’t take shortcuts; they take too long.
  40. 40. @crestodina #ContentJam
  41. 41. The Power of Strong Opinion @crestodina #ContentJam
  42. 42. @crestodina
  43. 43. The power of strong opinion @crestodina #ContentJam
  44. 44. The power of strong opinion @crestodina #ContentJam
  45. 45. The power of strong opinion @crestodina #ContentJam
  46. 46. The power of strong opinion @crestodina #ContentJam
  47. 47. @crestodina
  48. 48. @crestodina
  49. 49. @crestodina
  50. 50. @crestodina
  51. 51. The power of strong opinion @crestodina #ContentJam
  52. 52. @crestodina #ContentJam List of Your Strongest Opinions LOYSO
  53. 53. @crestodina #ContentJam What do you believe that most people would disagree with?
  54. 54. @crestodina #ContentJam What do you believe will happen in the future That most people think is unlikely?
  55. 55. @crestodina #ContentJam What question are people in your industry afraid to answer?
  56. 56. 1. Do original research. Publish a statistic that no one else has published. 2. Take a stand. Publish your strongest opinions. ACTION: Focus on power topics @crestodina #ContentJam
  57. 57. 2. Relationships
  58. 58. Creators Contributors and “lurkers” There are two kinds of people on the internet @crestodina #ContentJam
  59. 59. • Journalists • Authors • Podcasters • Academic Researchers • Event Producers • Bloggers and Blog Editors Who makes content? @crestodina #ContentJam
  60. 60. @crestodina #ContentJam Marketers are now journalists. And everybody is a potential source.
  61. 61. 1. Mention them in your content 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview source: Online Networking Guide, Orbit Media 5 Ways to Collaborate @crestodina #ContentJam
  62. 62. @crestodina #ContentJam
  63. 63. @crestodina #ContentJam
  64. 64. @crestodina #ContentJam
  65. 65. @crestodina #ContentJam
  66. 66. @crestodina #ContentJam
  67. 67. @crestodina #ContentJam An ally in creation is an ally in promotion
  68. 68. @crestodina #ContentJam You get what you give.
  69. 69. @crestodina #ContentJam It’s called ego bait
  70. 70. @crestodina @crestodina #ContentJam
  71. 71. @crestodina #ContentJam How many people are waiting for your article to go live? Make sure it’s not zero.
  72. 72. Share and mention @crestodina #ContentJam
  73. 73. Or just email your collaborators @crestodina #ContentJam
  74. 74. Shared! @crestodina #ContentJam
  75. 75. @crestodina #ContentJam A few online networking tips...
  76. 76. @crestodina #ContentJam
  77. 77. Rapportive @crestodina #ContentJam
  78. 78. 1. One hour call on Skype, G+ Hangout or Blab 2. Monthly for one year 3. Bring a guest each month 4. Miss it twice and you’re kicked out! Start a Mastermind Group @crestodina #ContentJam
  79. 79. 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda @crestodina #ContentJam
  80. 80. 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda @crestodina #ContentJam
  81. 81. 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda @crestodina #ContentJam
  82. 82. 1. What are you doing that we can promote? 2. What are you writing that we can collaborate on? 3. What are you doing to be more productive? 4. Do I know anyone that you want to meet? Content Marketing Mastermind Agenda @crestodina #ContentJam
  83. 83. @crestodina
  84. 84. @crestodina #ContentJam
  85. 85. @crestodina #ContentJam
  86. 86. @crestodina #ContentJam
  87. 87. Content should be designed to attract visitors @crestodina #ContentJam
  88. 88. Optimized for search... @crestodina #ContentJam
  89. 89. Optimized for social... @crestodina #ContentJam
  90. 90. 1. Actively network with content creators 2. Include them in your content ACTION: Collaborate with others @crestodina #ContentJam
  91. 91. 3. Link
  92. 92. 3. Authority
  93. 93. @crestodina #ContentJam
  94. 94. @crestodina #ContentJam
  95. 95. @crestodina #ContentJam
  96. 96. @crestodina #ContentJam
  97. 97. @crestodina #ContentJam
  98. 98. @crestodina #ContentJam
  99. 99. @crestodina #ContentJam
  100. 100. @crestodina #ContentJam
  101. 101. @crestodina #ContentJam
  102. 102. @crestodina #ContentJam
  103. 103. @crestodina #ContentJam
  104. 104. @crestodina #ContentJam
  105. 105. @crestodina #ContentJam
  106. 106. @crestodina #ContentJam
  107. 107. 1. Know your Domain Authority 2. Target phrases only if your authority is in the same range as the other high ranking pages ACTION: Understand authority and competition More here: How to increase your Domain Authority @crestodina #ContentJam
  108. 108. 4. Relevance
  109. 109. 1. <title> Use the target keyphrase once in the beginning of the title tag 2. <h1> Use the target keyphrase once in the header 3. Body text Use the phrase 2-4 times for each 500 words Indicate the relevance @crestodina #ContentJam
  110. 110. @crestodina #ContentJam We’ve been working on an intelligent model... that understands real-world entities and their relationships to one another: things, not strings. Amit Singhal Google
  111. 111. @crestodina #ContentJam
  112. 112. @crestodina #ContentJam
  113. 113. @crestodina #ContentJam
  114. 114. @crestodina #ContentJam
  115. 115. @crestodina #ContentJam
  116. 116. @crestodina #ContentJam
  117. 117. @crestodina #ContentJam
  118. 118. website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template Semantically linked to “footer design” @crestodina #ContentJam
  119. 119. website copyright copyright text website footer examples header and footer website footer definition at the bottom of the page designing a website footer fat footer guidelines standards best practices usability content ideas inspiration links SEO sitemap social media navigation purpose of responsive template Semantically linked to “footer design” @crestodina #ContentJam
  120. 120. @crestodina
  121. 121. @crestodina #ContentJam The Results? Let’s take a look...
  122. 122. @crestodina #ContentJam
  123. 123. @crestodina #ContentJam
  124. 124. Rankings climb for “website footer design” @crestodina #ContentJam
  125. 125. What was the search volume in the Keyword Planner? @crestodina #ContentJam
  126. 126. And finally, the traffic @crestodina #ContentJam
  127. 127. ...and the links @crestodina #ContentJam
  128. 128. 1. Find the words and phrases that are semantically linked to your target phrase 2. Use those phrases within your content ACTION: Adapt to semantic search @crestodina #ContentJam
  129. 129. @crestodina #ContentJam Make the best page on the internet for your topic. Be the best answer.
  130. 130. 5. Rank
  131. 131. @crestodina #ContentJam source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational
  132. 132. @crestodina #ContentJam source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational ? $ brand
  133. 133. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
  134. 134. 6. Traffic
  135. 135. @crestodina #ContentJam Rank ≠ Click
  136. 136. CTR by Search Position source: https://www.advancedwebranking.com/ctrstudy/ @crestodina #ContentJam
  137. 137. CTR by Search Position source: https://www.advancedwebranking.com/ctrstudy/ @crestodina #ContentJam
  138. 138. source @crestodina #ContentJam
  139. 139. source @crestodina #ContentJam
  140. 140. @crestodina #ContentJam
  141. 141. source: Klipfolio @crestodina #ContentJam
  142. 142. @crestodina #ContentJam
  143. 143. @crestodina #ContentJam
  144. 144. @crestodina #ContentJam
  145. 145. 1. Setup the Klipfolio report: www.klipfolio.com/contentjam 2. Find queries that underperform based on expected CTR 3. Polish up that title and meta description ...number ...emotion ...benefits ...etc. ACTION: Optimize your clickthrough rates @crestodina #ContentJam
  146. 146. 7. Conversion Rate
  147. 147. @crestodina #ContentJam Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
  148. 148. Clear content Answers to Q’s Evidence & Trust Confusion Anxiety Distraction @crestodina #ContentJam
  149. 149. @crestodina #ContentJam They ask. You answer. Marcus Sheridan The Sales Lion
  150. 150. 20x longer +30% conversion rate source: Crazy Egg Answer top questions @crestodina #ContentJam
  151. 151. @crestodina #ContentJam A great sales page emulates a sales conversation.
  152. 152. Add evidence @crestodina #ContentJam
  153. 153. Add evidence @crestodina #ContentJam
  154. 154. @crestodina #ContentJam Where is the worst place to put a testimonial??
  155. 155. But never make a page like this. @crestodina #ContentJam
  156. 156. Remove distractions @crestodina #ContentJam
  157. 157. 1. Answer top questions. Emulate a sales conversation. 2. Add evidence to every page on your website. 3. Remove distraction. ACTION: Optimize for the conversions @crestodina #ContentJam
  158. 158. Hello, lead!
  159. 159. Create high quality, original content...
  160. 160. in collaboration with relevant influencers...
  161. 161. that organically attracts enough links and authority...
  162. 162. hat our search optimized product and service pages...
  163. 163. rank for the transactional phrases...
  164. 164. attracting targeted visitors...
  165. 165. to our compelling, trustworthy websites...
  166. 166. so we get new leads everyday.
  167. 167. Leads ...everyday! @crestodina #ContentJam
  168. 168. @crestodina #ContentJam Create high-quality original content in collaboration with relevant influencers that organically attracts enough links and authority that our search optimized product and service pages rank for the transactional phrases attracting targeted visitors to our compelling, trustworthy websites so we get new leads everyday.
  169. 169. CRO Social Media Research Writing Outreach SEO Analytics Sales
  170. 170. T-Shaped Digital Marketer @crestodina #ContentJam
  171. 171. source: MOZ @crestodina #ContentJam
  172. 172. source: MOZ @crestodina #ContentJam
  173. 173. source: MOZ @crestodina #ContentJam
  174. 174. source: MOZ @crestodina #ContentJam
  175. 175. @crestodina #ContentJam
  176. 176. CRO Social Media Research Writing Outreach SEO Analytics Sales
  177. 177. Creative Friendly Creative Creative Friendly Analytical Analytical Friendly
  178. 178. @crestodina #ContentJam Great marketers are creative, analytical and friendly.
  179. 179. @crestodina #ContentJam
  180. 180. @crestodina
  181. 181. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
  182. 182. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
  183. 183. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
  184. 184. Thank you! Andy Crestodina @crestodina | #ContentJam

×