Presentation from Content Marketing Forum, Antwerp 2016 by Lee Odden, CEO of TopRank Marketing.

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Presenta0on!

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About Lee Odden & TopRank MarkeFng
markeFngblog.com toprankmarkeFng.com

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I’m Also Addicted to Taking Marketer Selfies

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But Most Important of All…

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The Power of Stories

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My name is
Borneo but
you can call
me, BLUMEO!
Hi, I’m Clarice
and I love
adventures!

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Context
Relevance
Personalize
Inspire Lessons
Learned!

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Is This Different Than Content MarkeFng?

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Because Content is King, Right?

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Content is the Kingdom!
Insights Inform Topics
Create an Editorial
Calendar
Create Content:
Text, Visual, Audio
OpFmize Content
for Search
Promote Content
Through Social
Pay for Traffic: Search,
Social, SyndicaFon
Monitor Web AnalyFcs
Report Performance
Research Customers
& Develop Personas
PredicFve AnalyFcs
Map to Buying Cycle
Curate, Co-Create
Personalize & Integrate
Content PR Outreach
AcFvate Influencers
MarkeFng AutomaFon Nurtures
OpFmize
CRO – ROI

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content markeFng insFtute
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Content Demands Can Be Overwhelming!
Photo: Shu/erstock
We need a new,
original blog post
every day.
Can you get on that?
Can you create 2 new
ebooks, 12 social messages
each and an infographic?
By tomorrow?
We need a new content
plan with personas for
6 customer segments
each broken out by a 4
stage buying cycle.
Oh, and could
you do that for
each EMEA, NA
and APAC?
Image: Shu/erstock

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How Do You Stay Fresh With Content Ideas?

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Facts
Tell,
Stories
Sell

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Customers!
Stories About
What?

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A Framework to Make Content Stories Work

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Be the Best Answer
Brand Narrative
Customer Focus
USP
USP
USP USP
USP
USP
SEO/SEM
Social Networks
Content Marketing Industry Media
& News
AdvertisingCreate Signals of Credibility
Wherever Your Customers Are
Influencers
Photo: Shu/erstock

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Customer Empathy = Most Powerful Insight
Photos: Shu/erstock
Discover
$$$
Act
Consume

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Content Accountability Formula
Search Keywords
Social Topics
AdverFsing
PublicaFons
Events
Word of Mouth
Text, Images,
Audio, Video
Mobile, Tablet,
Computer
Formal, Funny,
Long, Short
Social Share
Engage
Subscribe
Register
Inquire
Buy
Attract Engage Convert

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Customer Persona
Buying
Cycle
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category invesFgaFve video, white paper
Considera0on comparison demos
feature comparison,
reviews, case study
Purchase transacFonal referrals buyer guide
Reten0on Fps best pracFces FAQ, how to, support
Advocacy supporFng parFcipaFon buyer community
Buyer – “Stan”
• Pain Points
• Goals
• Interests
• Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
Buyer Insights > Keyword & Topic Research > Content Crea0on & Op0miza0on

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5
Crea0ve Sources
for More
Customer Centric
Content Stories

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1. Customer Journey QuesFons
What is?
How do I?
Where can I?

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Buying Cycle QuesFons = Goldmine of Topics
What is it?
How does it work? How does it compare?
How do I start?
Awareness
Interest ConsideraFon
AcFon
760,500 “what is”
200,000 “how to”
140,000 “compare or
compared”
38,000 “how to start”

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Awareness – ConsideraFon - AcFon

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What QuesFons Can You Answer?
Buying Stage Ques0ons to Answer Content Types
Awareness What is it? Media, Blog, Social
Interest How does it solve? Newsle/er, Demo
Considera0on Which is the best? Reviews, Case Study
Purchase Where do I buy? Website
Buyer Persona
• Pain Points
• Goals
• Interests
• Triggers to Buy

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2. Be the Best Answer with Topic Clusters
Be specific and go deep!

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Deep Topics for SEO & Content Hubs
Used with permission. ©Searchmetrics All Rights Reserved.

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Used with permission. ©Searchmetrics All Rights Reserved.

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Used with permission. ©Searchmetrics All Rights Reserved.

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Example Deep Topic Content

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30 ArFcles: 1,200 Words Each
Central Index
Structured Format Posts:
Pros, Cons, Examples
Best PracFces

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Tools For Buyer QuesFon Insight
answerthepublic.com
storybase.com

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What Could Your Hub & Spoke Topics Be?

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3. Use Data to Inform Topics
Data Sources: SEO, Social, Web
AnalyFcs, Inquiry Forms, Surveys,
3rd Party Data

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OpportuniFes to Leverage Data for Content
Where’s
the data?

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Content AnalyFcs
NewsCred
Curata

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Keyword Demand Data

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Web AnalyFcs & CompeFtor Data

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Insights from InteracFons
Get Insights From Conversa0ons:
ü Sales
ü Customer Service
ü Product MarkeFng Mangers
ü Customers
ü Prospects
ü Industry Media & Influencers
Get Insights From Contact Forms

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Firsthand Data: Trelleborg Marine Systems
CAMPAIGN
• Workshops: Informed
buyer profiles by segment
• Mapped buyer journeys
• Message Fmelines per profile
• 3 content assets to engage buyers
at different stages
RESULTS
54% Increase, email conversion rate
27% Increase in sales order value
43% More leads generated
Source: Ragan Content MarkeFng Awards. Agency: Stein IAS

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4. What Could Go Wrong?
What’s the worst case
scenario if they don’t buy?

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Mayhem – Allstate Insurance
h/ps://goo.gl/rLpYXp

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5. Look at the (Social) Media
152,446,026 Views

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Kohl’s

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Facebook Too

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Media MarkeFng Sales Outcomes

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Social & Media Monitoring Tools

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Trend Tools

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Great Content Isn’t Great
Unless People Can Find It!

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Content
Planning
Audits
Program
Implementation
Attraction &
Promotion
Performance
Optimization
TopRankMarketing.com
Customer Segments
Inform Personas
Map Topics/Keywords
to Buying Cycle
Influencer Research
& Mapping
Optimized Content Plan
(New): Site,
Blog, Social Profiles
& Networks
Off Site Content:
Guest Posts, Byline
Articles, Content Objects
(eBooks, Infographics,
Video, Reports, Guides)
Content Amplification
Social Profile
Alignment:
Messaging, Keywords
Social Media
Influencer Outreach
Optimize Social
Connections: Google+,
Authorship, Twitter,
Facebook, LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social Shares
Social Network
Engagement
Social Channel
Promotions
SEO KPI
Measurement:
Ranking, Referred
Organic Traffic
Keywords, Links,
Share of Search
Results
Social KPI
Measurement: Brand +
Keyword Mentions,
Social Referred Traffic,
Engagement, Social
Citations, Sentiment,
Share of Conversation
Content KPI
Measurement: Page
views of Target
Content, Actions from
Target Content,
Shares, Engagement,
Links
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and
External Influencer
Advocates
Keyword Mapping to
Content
Content Creation,
Influencer Co-Creation,
Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed,
Structured Data, HTML/
Code, URLs, Internal Links
External Link Signal:
Acquisition, Reclamation,
Disavowal
Digital Asset Optimization:
Image, Video, Audio, MS
Office Docs, PDFs
Identify Program
Objectives
Research Market,
Competition, Current
Situation
Develop Integrated
Marketing Strategy
Define Target
Audience Segments
Research Audience
Goals, Pain, Triggers
Research Topics,
Keywords, Messaging
Themes
Research &
Strategy
h/p://tprk.us/opFmizedwf

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Takeaways
Context
Relevance
Personalize
Inspire
Consider the situa0on from your customer’s point of view.
Empathy with customers is your most powerful tool.
Customers don’t care about your brand, products or services.
They care about solving their own problems – use data insight!
Create meaningful content experiences specific to your
customers: segments > personas > stage/situa0on.
Content should inform, entertain and create an0cipa0on for
what’s next – all while leading buyers through the sales cycle.

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Thank You - Merci - Dank je
Lee Odden - @leeodden
lee@toprankmarkeFng.com
TopRankMarkeFng.com
TopRankBlog.com