10. How can I get
them to buy this
content
marketing stuff?
11. ….
…CONTENT MARKETERS
YOU MUST TAKE A STAND
AND DO REAL COMPANY SH*T
12. CONTENT MARKETING IS REAL COMPANY SH*T
@WilReynolds gave a talk at MozCon he said that I inspired called “Real Company Sh*t” check it out: @ipullrank
http://bit.ly/UfX9BD
13. THIS IS NOT REAL COMPANY SH*T
This is what used to pass for content marketing until Google launched the Panda & Penguin algorithm updates.
@ipullrank
14. THIS IS REAL COMPANY SH*T
Don’t complain about brands, beat them at their own game with remarkable content.
@ipullrank
15. REAL BRANDS ARE EMBRACING CONTENT MARKETING
…but they’ll never
be as agile as you
can be.
Watch Coca-Cola Content 2020: http://bit.ly/PrTDQy
@ipullrank
16. LET’S DO REAL COMPANY SH*T WITH CONTENT MARKETING
Make sure to follow @wilreynolds and @seerinteractive they are doing great stuff
@ipullrank
17. ACT ONE
6 LAWS OF EFFECTIVE
CONTENT MARKETING
Follow these six laws and you will
have an effective content marketing
program.
18. LAW #1 ALWAYS START FROM RESEARCH
You must understand your market and your audience intimately to do content marketing that works
@ipullrank
19. LAW #2 THE FOCUS IS THE STORY
Tell a compelling story and answer a key issue using your data to drive it home
@ipullrank
20. LAW #3 TAILOR IT DIRECTLY TO THE AUDIENCE
Everything you show should address the needs of the audience; answer their questions and become @ipullrank
the authority
21. LAW #4 INVOLVE THE AUDIENCE
Involve the audience in what you’re creating so they are bought-in before it goes live.
@ipullrank
22. LAW #5 IT BETTER BE REMARKABLE
Remember what you’re competing with and invest in the resources to make your content beautiful, @ipullrank
compelling and shareworthy.
23. LAW #6 TIE EVERYTHING DIRECTLY TO ROI
Everything you suggest should be directly explained in context of the ROI
@ipullrank
25. CONTENT MARKETING PROCESS
@ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
26. OPPORTUNITY DISCOVERY
LAND OF OPPORTUNITY
Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy
directly to what they need to accomplish.
@ipullrank
27. BUSINESS GOALS ARE PARAMOUNT
Understanding and integration of the business objectives
throughout the entire process is incredibly important to
obtaining buy-in and measuring success. These are critical
to the ROI of content marketing.
If you’re not speaking in terms of conversion, you will not be
speaking much longer.
@ipullrank
28. MARKET RESEARCH
Every marketer should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested
heavily in the market research capability and we create audience and influencer reports with objectives, personas, customer insights,
market insights, hot topics, key influencers and resources
@ipullrank
29. PERSONAS
PERSONA A PERSONA B PERSONA C PERSONA D
DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS
LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES
USER STORY USER STORY USER STORY USER STORY
USER NEEDS USER NEEDS USER NEEDS USER NEEDS
Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them
stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating
as possible
@ipullrank
30. QUASI-AD HOC PERSONAS
I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social
Media and Discussion Search to develop ad hoc personas. http://mz.cm/UfXmVv
@ipullrank
31. THE PROBLEM WITH AD HOC PERSONAS
While this approach can be very effective
stakeholders may potentially challenge it because
it’s not empirical. However neither is the old
method of handing out post-its to stakeholders
@ipullrank
32. “A major virtue of personas is the
establishment of empathy and
BUT ALWAYS
understanding the individual who uses
the product” BE READY TO
-Donald A. Norman, Nielsen Norman Group
DO THIS …
33. iACQUIRE’S DATA DRIVEN PERSONAS
At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally
using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas.
@ipullrank
34. INTRODUCING NIELSEN PRIZM
Nielsen’s PRIZM
segments all of the
US into 66
predetermined
types or “codes”
Download this PDF: http://bit.ly/PrTOvb
@ipullrank
35. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM
Understand Your Local Audience Now: http://bit.ly/Qeh0uw
@ipullrank
36. EXPERIAN SIMMONS
AIO CLUSTERS
MOSAIC TYPE MOSAIC TYPE BY
BY URL ONLINE
ACTIVITY
Simmons Mosaic Types: http://bit.ly/SDKvH1
@ipullrank
37. MOSAIC USA INTERACTIVE GUIDE
Get free Experian Simmons data by Zip Code: http://bit.ly/R9MzuD
@ipullrank
38. MOSAIC WORD CLOUDS
Use these to infer attributes of our personas in the user story
@ipullrank
40. GOOGLE CONSUMER SURVEYS
Google Consumer
Surveys infers
demographic data
rather than getting
it explicitly
Get very targeted Consumer Data: http://bit.ly/La567r
@ipullrank
41. GOOGLE CONSUMER SURVEYS STEP BY STEP
DEFINE THE SPECIFY
SURVEY TYPE AUDIENCE
WRITE
QUESTIONS
GET DATA
Example from Matt Cutts: http://bit.ly/PJF216
@ipullrank
42. SURVEYMONKEY MARKET RESEARCH SURVEYS
SurveyMonkey
gets explicit
demographic data
from respondents
An alternative market research survey source http://svy.mk/PAsjxz
@ipullrank
43. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES
Do your personas
align with Yahoo
Clues data?
Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com
@ipullrank
44. HERE’S A PERSONA WORKSHEET
Download the Persona Worksheet: http://bit.ly/RAzO7N
@ipullrank
46. FACEBOOK RECOMMENDATIONS PLUGIN DEMO
EXTEND THE BOX
TO 1000 PIXELS TO
VIEW 20 PIECES
OF POPULAR
CONTENT
Get a snapshot of a site’s popular content: http://bit.ly/NDO5E4
@ipullrank
47. SOCIAL CRAWLYTICS
Social Crawlytics
gives awesome
graphs of shares
by network
Use Social Crawlytics to find out what the best performing content for competitors
@ipullrank
http://www.socialcrawlytics.com
50. ACT TWO
GETTING BUY-IN
Build a list of people that want the
content to effectively prove that
people want it for stakeholder and
user buy-in.
51. WHAT’S THE BIG IDEA?
The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an
initiative that fits into the overarching marketing mix and gives creative life
@ipullrank
52. THE 7 STORY ARCHETYPES
Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align
them with the business to build an effective story. More on story archetypes: http://bit.ly/NBjTVC
@ipullrank
53. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP
Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take
your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in.
@ipullrank
54. CALL YOUR SHOT
Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content
will appeal to the brand’s audience and drive KPIs
@ipullrank
55. INTRODUCING AUTHORA
Find authors and their content by topic and social metrics: http://www.authora.org
@ipullrank
57. GROUPHIGH IS A SIMILAR PRODUCT
GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com
@ipullrank
58. USE TOPSY TO FIND INTERESTED PARTIES
Use Topsy to find people who shared competitor content: http://www.topsy.com
@ipullrank
59. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS
Use the features of your personas (instead of just target keywords) to find people using:
@ipullrank
http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
60. SHARE RATE & SCRAPE RATE
Determine how far your content will go for a given author by computing the scrape rate and share rate. http://bit.ly/NDObeP (original
Scrape Rate concept by @pointblankseo)
@ipullrank
61. HERE’S AN AUDIENCE WORKSHEET
Just a little
something to help
you keep track of
and prioritize all of
those people
Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
62. INTRODUCING THE BROKEN LINK INDEX
Find missing resources by keyword with many links and create better versions: @ipullrank
http://www.brokenlinkindex.com
63. USING THE BROKEN LINK INDEX
Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank
will allow you to hit your inbound link KPI.
64. CONTENT AS A MAXIMUM VIABLE PRODUCT
Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank
the barrier to entry high for the competitors.
67. THE ROI OF CONTENT MARKETING
Content is an asset that continues to generate ROI over time at a cost that rapidly diminishes over time. http://bit.ly/OGgN8S
@ipullrank
68. CONTENT MARKETING VS. PAID SEARCH
Content marketing costs between 31% and 41% less than paid search and continues to decrease over time while the price of Paid
Search stays fixed on increases due to competition.
@ipullrank
69. THE VALUE INCREASES OVER TIME
Over time content marketing accrues value drives the cost per lead down considerably while the cost of Paid Search stays fixed.
@ipullrank
70. CONSUMER DECISION JOURNEY
When planning out a content marketing campaign use the consumer decision journey to determine what need state your
content will specifically speak to.
@ipullrank
71. MAPPING KEYWORD RESEARCH
[flowers]
[when do roses bloom]
[what flowers for a first date]
[buying chrysanthemums]
[flower a month club]
As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving
the success of a campaign
@ipullrank
72. TYING CONTENT MARKETING TO THE FUNNEL
Map the content type directly to the customer decision journey to determine where in the funnel that this content
will reach the user
@ipullrank
73. MEASUREMENT PLANNING
You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting
that speaks to directly to that value.
@ipullrank
74. WTF IS SHARE OF VOICE FOR SEARCH?
Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains
to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs.
@ipullrank
75. KEYWORD-LEVEL DEMOGRAPHICS
To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://mz.cm/UfYicl
@ipullrank
76. BENEFITS OF KEYWORD-LEVEL DEMOGRAPHICS
Just track the persona
KEYWORD OWNERSHIP DYNAMIC TARGETING
SUBSEQUENT
Use the appID Cross Property CONVERSION
KEYWORD ARBITRAGE PREDICTION
This is super powerful stuff!
@ipullrank
77. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES
Incentivize the Opt-In Just track the persona
(Communities or Coupons)
Use the appID Cross Property Cookie and Remarket
I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know.
@ipullrank
78. MAP SITE PROFILES TO CONVERSIONS
Does your site require some sort of profile? Tie the fields of that profile to measurement.
@ipullrank
79. USERREPORT.COM
Survey your users for free and get their demographic data into GA: http://www.userreports.com
@ipullrank
80. CHANGING KEYWORD DEMOGRAPHICS AS A KPI
The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
81. MEASUREMENT HAS NEVER BEEN MORE ADVANCED
There are those that don’t understand the ROI of Content Marketing. At this point there it has never been easier to get as granular as
you’d like to prove that return on investment. All that is required is proper planning.
@ipullrank
83. FAIL #1: WEAK PRESENTATION
A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as
“complicated” or “expensive” measures.
@ipullrank
84. RESOLUTION #1: PRESENT A DECK IN-PERSON
Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders.
@ipullrank
85. FAIL #2: LEAVING OUT KEY STAKEHOLDERS
A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders
review it.
@ipullrank
86. RESOLUTION #2: INVITE THEM ALL
Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe
you’re good to go.
@ipullrank
87. FAIL #3: NOT SHOWING THE VALUE
A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as
beneficial as “bombarding people with 100k email communications.”
@ipullrank
88. RESOLUTION #3: BETTER MEASUREMENT PLANNING
Build your measurement around the business objectives and things that actually show the positive affects of revenue.
@ipullrank
89. FAIL #4: RELYING ON TOO MUCH DATA
A marketer relies heavily on data to make her case and lambasts the regarded accomplishments
of the key stakeholders.
@ipullrank
90. RESOLUTION #4: LET THE STORY DO THE WORK
Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive
the points of ineffectiveness.
@ipullrank
105. INVEST IN HIGH QUALITY EDITORIAL CONTENT ON YOUR SITE
Focus on what your audience wants and create remarkable content that speaks to their needs @ipullrank
106. PADMAPPER – EMBRACE INNOVATIVE CONTENT
Don’t be like Craigslist http://bit.ly/MI9GZx support innovators in the space. @ipullrank
107. TURN OPEN HOUSES INTO ONLINE EVENTS
Eliminate the distance between what happens on and offline by turning what you already do into content
@ipullrank
108. GUEST POSTING ON QUALITY WEBSITES
Wouldn’t you want to steal visitors from Zillow.com?
@ipullrank
109. GUEST POST HIGH QUALITY CONTENT
Spend the time and resources to create evergreen content and place on highly authoritative sites
@ipullrank
110. BLOGS
TWEETS VIDEO
ADS UGC
PLUGINS COMICS
COMMENTS PRODUCTS
UI ELEMENTS INFOGRAPHICS
PHOTOS CONTENT MARKETING SERVICES
DIVERSIFY YOUR CONTENT TYPES
ANIMATIONS PHYSICAL SPACE
SLIDE DECKS PRINT MATERIAL
DATA PRESS
APIS PDFS
TOOLS EVENTS
PLATFORMS @ipullrank
111. REMEMBER CONTENT MARKETING IS A LONG TERM PLAY
Be consistent and plan for a long term strategy with key milestones (Image c/o @randfish)
@ipullrank