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Content Marketing Mastery: SMX Workshop

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Download the content marketing mastery presentation from Casie Gillette, presented at SMX Advanced 2017.

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Content Marketing Mastery: SMX Workshop

  1. 1. Content Marketing Mastery #SMX Creating Content That Works CONTENT MARKETING MASTERY
  2. 2. Content Marketing Mastery #SMX • What I Do: Director of Online Marketing at KoMarketing, a B2B Digital Marketing firm in Boston, MA. • I’m Old: In the online marketing industry for over 12 years, working on both the agency side and in- house. • Things I Like: SEO, Dogs, Pizza, Netflix & Smiling…it’s my favorite. • Find Me: Connect with me on Twitter @casieg. About Casie (Sounds Like K-C)
  3. 3. Content Marketing Mastery #SMX 2 MILLION blog posts written every day.
  4. 4. Content Marketing Mastery #SMX Content marketing is up 300%, but only 5% drives engagement.
  5. 5. Content Marketing Mastery #SMX The landscape is evolving.
  6. 6. Content Marketing Mastery #SMX Mobile has overtaken desktop search.
  7. 7. Content Marketing Mastery #SMX By 2020, 50% of daily searches will be through voice searches.
  8. 8. Content Marketing Mastery #SMX The average reader spends 37 seconds reading an article or blog post.
  9. 9. Content Marketing Mastery #SMX Search results are evolving.
  10. 10. Content Marketing Mastery #SMX Content budget remains a top challenge for marketers.
  11. 11. Content Marketing Mastery #SMX Strategy Development • Data Analysis • Competitor Analysis • Audience Analysis
  12. 12. Content Marketing Mastery #SMX Gathering Our Data • How are pages performing? • What they are performing for? • Who is linking to them? Why? • What has organic visibility? • What is being shared?
  13. 13. Content Marketing Mastery #SMX
  14. 14. Content Marketing Mastery #SMX Analytics: Top Content
  15. 15. Content Marketing Mastery #SMX Analytics: Top Organic Landing Pages
  16. 16. Content Marketing Mastery #SMX Analytics: Top Referral Landing Pages
  17. 17. Content Marketing Mastery #SMX Analytics: Top Social Landing Pages
  18. 18. Content Marketing Mastery #SMX Analytics: Leads & Sales
  19. 19. Content Marketing Mastery #SMX Analytics: Leads & Sales
  20. 20. Content Marketing Mastery #SMX Search Console / WMT
  21. 21. Content Marketing Mastery #SMX WMT: Top Linked Pages
  22. 22. Content Marketing Mastery #SMX Funnel our data.
  23. 23. Content Marketing Mastery #SMX Type Structure Keyword
  24. 24. Content Marketing Mastery #SMX - Main - Blog - Resource - News - Job Board - Video - List - How To - Question - eBook - Report - General - Theme 1 - Theme 2 - Theme 3 - Theme 4
  25. 25. Content Marketing Mastery #SMX
  26. 26. Content Marketing Mastery #SMX Keywords
  27. 27. Content Marketing Mastery #SMX Structure
  28. 28. Content Marketing Mastery #SMX Type
  29. 29. Content Marketing Mastery #SMX Exercise 1: Aggregate Your Data (10-15 min) • Step 1: Export Jan 1, 2016-Dec 31, 2016 for 3 of the following (top 25): • Top Overall Content • Top Organic LPs • Top Referral LPs • Top Social LPs • Top Pages Driving Leads/Sales • WMTTop Linked Pages • Step 2: Put each in it’s own tab • Step 3: Assign an asset type, structure, and keyword • Step 4: Sort & scan • Step 5: Note your trends
  30. 30. Content Marketing Mastery #SMX what ELSE is performing?
  31. 31. Content Marketing Mastery #SMX WMT: Keywords
  32. 32. Content Marketing Mastery #SMX WMT: Top Pages
  33. 33. Content Marketing Mastery #SMX WMT: Keywords by Page
  34. 34. Content Marketing Mastery #SMX
  35. 35. Content Marketing Mastery #SMX
  36. 36. Content Marketing Mastery #SMX • High Impressions • Good Avg. Position • Low Clicks
  37. 37. Content Marketing Mastery #SMX SEMRush
  38. 38. Content Marketing Mastery #SMX ALT: SERPStat
  39. 39. Content Marketing Mastery #SMX SEMRush: Keywords by Page
  40. 40. Content Marketing Mastery #SMX Fresh Opps!
  41. 41. Content Marketing Mastery #SMX Funnel it.
  42. 42. Content Marketing Mastery #SMX • Top pages • Keywords 5-10 • Cost
  43. 43. Content Marketing Mastery #SMX BuzzSumo: Shares
  44. 44. Content Marketing Mastery #SMX BuzzSumo: Content Analysis
  45. 45. Content Marketing Mastery #SMX BuzzSumo: Content length
  46. 46. Content Marketing Mastery #SMX Trends • Top pages • Type / Structure • Keywords
  47. 47. Content Marketing Mastery #SMX Exercise 2: Finding Keyword Opportunities (5-10 min) • Search Console / WMT • Step 1: For each of your 5 top posts, identify 10 keywords that have high impression numbers, good avg. positions (5-15) and low clicks. • Step 2: Create a new tab in your workbook • Step 3: Add your list of keywords into the new tab • We will build on this later  • SEMRush / BuzzSumo • Nothing official. Play around with the tools.
  48. 48. Content Marketing Mastery #SMX Strategy Development • Data Analysis • Competitor Analysis • Audience Analysis
  49. 49. Content Marketing Mastery #SMX Competition
  50. 50. Content Marketing Mastery #SMX What we want to understand… • What are they doing? • How is their content performing? • What can we learn?
  51. 51. Content Marketing Mastery #SMX For our purposes… • On-Site Content • Search • Social • Links
  52. 52. Content Marketing Mastery #SMX
  53. 53. Content Marketing Mastery #SMX • How Much? • What Kind? • Frequency?
  54. 54. Content Marketing Mastery #SMX http://www.seerinteractive.com/blog/screaming-frog-guide/
  55. 55. Content Marketing Mastery #SMX SEMRush: Pages & Positions
  56. 56. Content Marketing Mastery #SMX SEMRush: Overlap
  57. 57. Content Marketing Mastery #SMX SEMRush: Links
  58. 58. Content Marketing Mastery #SMX SEMRush: Linking Domains
  59. 59. Content Marketing Mastery #SMX Moz OSE: Links
  60. 60. Content Marketing Mastery #SMX BuzzSumo: What else?
  61. 61. Content Marketing Mastery #SMX Dig in.
  62. 62. Content Marketing Mastery #SMX Strategy Development • Data Analysis • Competitor Analysis • Audience Analysis
  63. 63. Content Marketing Mastery #SMX Who?
  64. 64. Content Marketing Mastery #SMX CRM • Titles • Departments • Companies • Locations
  65. 65. Content Marketing Mastery #SMX Email List • Names • Companies • Title / Department
  66. 66. Content Marketing Mastery #SMX Social Profiles • Ages • Locations • Interests
  67. 67. Content Marketing Mastery #SMX Google Analytics • Ages • Locations • Interests • Technology
  68. 68. Content Marketing Mastery #SMX What are they sharing?
  69. 69. Content Marketing Mastery #SMX BuzzSumo: Shares
  70. 70. Content Marketing Mastery #SMX What are they asking?
  71. 71. Content Marketing Mastery #SMX 27% of search queries are questions. ~ BlueNile
  72. 72. Content Marketing Mastery #SMX Answer boxes were in 15% of SERPs. ~ GetStat
  73. 73. Content Marketing Mastery #SMX Answer the Public
  74. 74. Content Marketing Mastery #SMX KeywordTool.io
  75. 75. Content Marketing Mastery #SMX KeywordTool.io: YouTube / App
  76. 76. Content Marketing Mastery #SMX FAQFox
  77. 77. Content Marketing Mastery #SMX Bloomberry
  78. 78. Content Marketing Mastery #SMX Funnel it.
  79. 79. Content Marketing Mastery #SMX Strategy Development • Data Analysis • Competitor Analysis • Audience Analysis
  80. 80. Content Marketing Mastery #SMX Ideation & Creation
  81. 81. Content Marketing Mastery #SMX First we review our data.
  82. 82. Content Marketing Mastery #SMX What do we need?
  83. 83. Content Marketing Mastery #SMX Start with what you have.
  84. 84. Content Marketing Mastery #SMX Analytics: Top Organic Landing Pages
  85. 85. Content Marketing Mastery #SMX • Older pieces • Still relevant • Low traffic
  86. 86. Content Marketing Mastery #SMX • Is it worth keeping? • What is it ranking for? • How can we make it better?
  87. 87. Content Marketing Mastery #SMX • Step 1: Identify the asset • Step 2: Evaluate it’s existing performance • Step 3: Assign keyword phrase • Step 4: Analyze the SERPs • Step 5: Modify/enhance the content Steps to Refreshing Your Content
  88. 88. Content Marketing Mastery #SMX Step 1: Choose your asset.
  89. 89. Content Marketing Mastery #SMX Step 2: See what it’s doing
  90. 90. Content Marketing Mastery #SMX Step 3: Pick a target • Relevant • Search Volume • Good Position
  91. 91. Content Marketing Mastery #SMX Step 4: Analyze the SERP • Type • Structure • Authority
  92. 92. Content Marketing Mastery #SMX Step 5: Reformat the format
  93. 93. Content Marketing Mastery #SMX • Step 1: Identify the keyword • Step 2: Evaluate the content ranking • Step 3: Analyze the SERPs • Step 4: Modify/enhance the content Steps to Refreshing Your Content
  94. 94. Content Marketing Mastery #SMX
  95. 95. Content Marketing Mastery #SMX YouTube Email Webinar Clips Sales Materials Blog Recap Social Webinar
  96. 96. Content Marketing Mastery #SMX YouTube PlaylistBlog Post Video Social Images Newsletter Slideshare On-Site
  97. 97. Content Marketing Mastery #SMX generate content Ideas the audience wants.
  98. 98. Content Marketing Mastery #SMX Questions • Blogs • Guides • Videos • Social content
  99. 99. Content Marketing Mastery #SMX Asset for DAYS!!!!
  100. 100. Content Marketing Mastery #SMX Promotion & Measurement
  101. 101. Content Marketing Mastery #SMX If a marketer writes a piece of content will anyone read it?
  102. 102. Content Marketing Mastery #SMX Build Buzz. Pollenate
  103. 103. Content Marketing Mastery #SMX Basic channels.
  104. 104. Content Marketing Mastery #SMX Asset x10 x3
  105. 105. Content Marketing Mastery #SMX Premium.
  106. 106. Content Marketing Mastery #SMX BuzzSumo: Who is sharing?
  107. 107. Content Marketing Mastery #SMX • Related Assets • Keyword Focus • Export
  108. 108. Content Marketing Mastery #SMX Hashtags
  109. 109. Content Marketing Mastery #SMX Email List • Names • Companies • Title / Department
  110. 110. Content Marketing Mastery #SMX Groups
  111. 111. Content Marketing Mastery #SMX Referrals
  112. 112. Content Marketing Mastery #SMX Find the right person.
  113. 113. Content Marketing Mastery #SMX All the emails!
  114. 114. Content Marketing Mastery #SMX AllmyTweets
  115. 115. Content Marketing Mastery #SMX Pay to play.
  116. 116. Content Marketing Mastery #SMX Data Sponsored updates Lookalike Email campaigns Groups Retargeting
  117. 117. Content Marketing Mastery #SMX Remember me?
  118. 118. Content Marketing Mastery #SMX Measurement
  119. 119. Content Marketing Mastery #SMX Baseline by Goal • Highs • Lows
  120. 120. Content Marketing Mastery #SMX Baseline by Asset Type • Highs • Lows
  121. 121. Content Marketing Mastery #SMX Baseline Data • Traffic • Links • Engagements • Leads • Combination
  122. 122. Content Marketing Mastery #SMX Exceed the high.
  123. 123. Content Marketing Mastery #SMX Organic growth • Refresh MOM • New holistic • Links monthly • Search visibility
  124. 124. Content Marketing Mastery #SMX Infographic • Links • Asset traffic
  125. 125. Content Marketing Mastery #SMX Report • Links • Traffic • Shares • Leads
  126. 126. Content Marketing Mastery #SMX
  127. 127. Content Marketing Mastery #SMX Strategy is key.
  128. 128. Content Marketing Mastery #SMX komarketing.com/smxadvanced17
  129. 129. Content Marketing Mastery #SMX casie@komarketing.com @casieg
  130. 130. Content Marketing Mastery #SMX Thank youoooou

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