Content Jam 2016: Connecting the Dots
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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.
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Content Jam 2016: Connecting the Dots
- 1. Connecting the Dots: How Writers Can Use Data to Research and Rank Andy Crestodina @crestodina | #ContentJam Strategy
- 2. @crestodina
- 5. $$$ Action
- 6. Leads Action
- 8. 1. Topics
- 9. Actual Content Performance Weak Contributor Weak Contributor Amazing Contributor Amazing Contributor Perceived Content Performance @crestodina #ContentJam
- 10. Weak Contributor Weak Contributor Amazing Contributor Amazing Contributor Perceived Content Performance Actual Content Performance @crestodina #ContentJam
- 11. source: Moz, BuzzSumo @crestodina #ContentJam
- 12. source: Moz, BuzzSumo Most content gets no links and few shares @crestodina #ContentJam
- 13. @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.
- 14. @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
- 15. The Power of Research @crestodina #ContentJam
- 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. 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. 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. 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
- 20. 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
- 22. @crestodina
- 23. @crestodina #ContentJam 4,066 websites link to CMI’s research
- 24. 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
- 37. source: 2016 Blogger Survey, Orbit Media The typical length of a blog post is 900 words, up 100 words from last year @crestodina #ContentJam
- 39. @crestodina #ContentJam Find the missing stat
- 40. @crestodina #ContentJam Sonia Simone CCO, Copyblogger Media Don’t take shortcuts; they take too long.
- 42. The Power of Strong Opinion @crestodina #ContentJam
- 43. @crestodina
- 44. The power of strong opinion @crestodina #ContentJam
- 45. The power of strong opinion @crestodina #ContentJam
- 46. The power of strong opinion @crestodina #ContentJam
- 47. The power of strong opinion @crestodina #ContentJam
- 48. @crestodina
- 49. @crestodina
- 50. @crestodina
- 51. @crestodina
- 52. The power of strong opinion @crestodina #ContentJam
- 53. @crestodina #ContentJam List of Your Strongest Opinions LOYSO
- 54. @crestodina #ContentJam What do you believe that most people would disagree with?
- 55. @crestodina #ContentJam What do you believe will happen in the future That most people think is unlikely?
- 56. @crestodina #ContentJam What question are people in your industry afraid to answer?
- 57. 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
- 58. 2. Relationships
- 59. Creators Contributors and “lurkers” There are two kinds of people on the internet @crestodina #ContentJam
- 60. • Journalists • Authors • Podcasters • Academic Researchers • Event Producers • Bloggers and Blog Editors Who makes content? @crestodina #ContentJam
- 61. @crestodina #ContentJam Marketers are now journalists. And everybody is a potential source.
- 63. 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
- 69. @crestodina #ContentJam An ally in creation is an ally in promotion
- 70. @crestodina #ContentJam You get what you give.
- 72. @crestodina #ContentJam It’s called ego bait
- 74. @crestodina #ContentJam How many people are waiting for your article to go live? Make sure it’s not zero.
- 76. Or just email your collaborators @crestodina #ContentJam
- 78. @crestodina #ContentJam A few online networking tips...
- 81. 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
- 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. 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
- 84. 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
- 85. 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
- 87. @crestodina
- 91. Content should be designed to attract visitors @crestodina #ContentJam
- 92. Optimized for search... @crestodina #ContentJam
- 93. Optimized for social... @crestodina #ContentJam
- 94. 1. Actively network with content creators 2. Include them in your content ACTION: Collaborate with others @crestodina #ContentJam
- 95. 3. Link
- 96. 3. Authority
- 111. 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
- 112. 4. Relevance
- 113. 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
- 114. @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
- 122. 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
- 123. 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
- 124. @crestodina
- 125. @crestodina #ContentJam The Results? Let’s take a look...
- 128. Rankings climb for “website footer design” @crestodina #ContentJam
- 129. What was the search volume in the Keyword Planner? @crestodina #ContentJam
- 130. And finally, the traffic @crestodina #ContentJam
- 131. ...and the links @crestodina #ContentJam
- 132. 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
- 133. @crestodina #ContentJam Make the best page on the internet for your topic. Be the best answer.
- 134. 5. Rank
- 135. @crestodina #ContentJam source: “Determining the informational, navigational and transactional intent of Web queries” Bernard Jansen, et al Online searches by type Informational Transactional Navigational
- 136. @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
- 137. Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.
- 138. 6. Traffic
- 139. @crestodina #ContentJam Rank ≠ Click
- 140. CTR by Search Position source: https://www.advancedwebranking.com/ctrstudy/ @crestodina #ContentJam
- 141. CTR by Search Position source: https://www.advancedwebranking.com/ctrstudy/ @crestodina #ContentJam
- 149. 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
- 150. 7. Conversion Rate
- 151. @crestodina #ContentJam Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
- 152. Clear content Answers to Q’s Evidence & Trust Confusion Anxiety Distraction @crestodina #ContentJam
- 153. @crestodina #ContentJam They ask. You answer. Marcus Sheridan The Sales Lion
- 154. 20x longer +30% conversion rate source: Crazy Egg Answer top questions @crestodina #ContentJam
- 155. @crestodina #ContentJam A great sales page emulates a sales conversation.
- 158. @crestodina #ContentJam Where is the worst place to put a testimonial??
- 159. But never make a page like this. @crestodina #ContentJam
- 161. 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
- 162. Hello, lead!
- 163. Create high quality, original content...
- 164. in collaboration with relevant influencers...
- 165. that organically attracts enough links and authority...
- 166. hat our search optimized product and service pages...
- 167. rank for the transactional phrases...
- 169. to our compelling, trustworthy websites...
- 170. so we get new leads everyday.
- 172. @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.
- 174. T-Shaped Digital Marketer @crestodina #ContentJam
- 182. @crestodina #ContentJam Great marketers are creative, analytical and friendly.
- 184. @crestodina
- 185. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
- 186. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
- 187. Why are we all here again? @crestodina #ContentJam To learn. To make friends.
- 188. Thank you! Andy Crestodina @crestodina | #ContentJam