MozCon 2018: The Problem With Content & How to Fix It | Casie Gillette
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The document discusses content marketing strategies and challenges. It notes that while content marketing has increased 300%, only 5% drives engagement. It emphasizes focusing content on goals and driving impact, and integrating content with other marketing efforts through tactics like in-content links and navigation. Key themes discussed are accountability, integration, goals and strategy, and focusing content where it will be most effective and drive desired results.
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MozCon 2018: The Problem With Content & How to Fix It | Casie Gillette
- 2. @CASIEG #MOZCON • Sr. Director, Digital Marketing at KoMarketing • 13 years in Digital Marketing • Find Me on Twitter @casieg • But also….
- 6. @CASIEG #MOZCON Q.U.E.S.T • Question • Understand • Experiment • Share • Think
- 10. @CASIEG #MOZCON Q U A L I T Y O V E R Q U A N T I T Y
- 11. @CASIEG #MOZCON 66%OF CONTENT MARKETERS CITE LACK OF TIME AS THEIR BIGGEST CHALLENGE - CMI
- 12. @CASIEG #MOZCON 2 million blog posts published every day
- 13. @CASIEG #MOZCON Content marketing is up 300%, but only 5% drives engagement.
- 14. @CASIEG #MOZCON
- 16. @CASIEG #MOZCON “Content is simply one piece in the overall marketing strategy.”
- 17. @CASIEG #MOZCON
- 18. @CASIEG #MOZCON
- 19. @CASIEG #MOZCON
- 20. @CASIEG #MOZCON
- 22. @CASIEG #MOZCON
- 25. @CASIEG #MOZCON
- 26. @CASIEG #MOZCON “2/3 of all survey respondents reported not having needed content resulted in lost sales.”
- 28. @CASIEG #MOZCON ACCOUNTABILITY INTEGRATION GOALS & STRATEGY
- 29. @CASIEG #MOZCON
- 30. @CASIEG #MOZCON WHY AM I DOING THIS? WHAT DRIVES RESULTS? WHERE SHOULD I SPEND TIME? WHAT DO I WANT?
- 31. @CASIEG #MOZCON
- 32. @CASIEG #MOZCON
- 34. @CASIEG #MOZCON What do our customers want? What do they really, really, really, really want?
- 35. @CASIEG #MOZCON
- 36. @CASIEG #MOZCON
- 38. @CASIEG #MOZCON
- 39. @CASIEG #MOZCON
- 40. @CASIEG #MOZCON
- 41. @CASIEG #MOZCON
- 42. @CASIEG #MOZCON
- 43. @CASIEG #MOZCON CONTENT & LINKS
- 44. @CASIEG #MOZCON
- 45. @CASIEG #MOZCON
- 51. @CASIEG #MOZCON
- 52. @CASIEG #MOZCON
- 53. @CASIEG #MOZCON WHY AM I DOING THIS? WHAT DRIVES RESULTS? WHERE SHOULD I SPEND TIME? WHAT DO I WANT?
- 54. @CASIEG #MOZCON
- 55. @CASIEG #MOZCON WHY AM I DOING THIS? WHAT DRIVES RESULTS? WHERE SHOULD I SPEND TIME? WHAT DO I WANT?
- 56. @CASIEG #MOZCON
- 60. @CASIEG #MOZCON
- 62. @CASIEG #MOZCON
- 63. @CASIEG #MOZCON WHY AM I DOING THIS? WHAT DRIVES RESULTS? WHERE SHOULD I SPEND TIME? WHAT DO I WANT?
- 65. @CASIEG #MOZCON
- 66. @CASIEG #MOZCON
- 68. @CASIEG #MOZCON Woe is me.
- 71. @CASIEG #MOZCON
- 72. @CASIEG #MOZCON
- 73. @CASIEG #MOZCON
- 74. @CASIEG #MOZCON STAY IN YOUR LANE
- 76. @CASIEG #MOZCON
- 77. @CASIEG #MOZCON AVOID OVERLAP SUPPLEMENT EFFORTS SUPPORT THEIR GOALS
- 78. @CASIEG #MOZCON COMMUNICATION & PROCESS
- 79. @CASIEG #MOZCON
- 80. @CASIEG #MOZCON
- 82. @CASIEG #MOZCON
- 83. @CASIEG #MOZCON
- 84. @CASIEG #MOZCON
- 85. @CASIEG #MOZCON IN-CONTENT LINKS NAVIGATION BANNERS CRM INTEGRATION BYLINE LINKS PERSONALIZATION
- 86. @CASIEG #MOZCON
- 89. @CASIEG #MOZCON Woe is me.
- 90. @CASIEG #MOZCON THE 5-10 CONCEPT
- 91. @CASIEG #MOZCON
- 93. @CASIEG #MOZCON Keyword Target Answer Box More Questions QUESTIONS
- 94. @CASIEG #MOZCON
- 95. @CASIEG #MOZCON
- 97. @CASIEG #MOZCON TRACK ALL THE THINGS FOCUS ON IMPACT TIE CONTENT TO GOALS
- 98. @CASIEG #MOZCON
- 99. @CASIEG #MOZCON
- 100. @CASIEG #MOZCON
- 101. @CASIEG #MOZCON
- 102. @CASIEG #MOZCON We have work to do.
- 103. @CASIEG #MOZCON THANK YOU!CASIE GILLETTE • DIRECTOR OF DIGITAL MARKETING • KOMARKETING CASIE@KOMARKETING.COM@CASIEG @KOMARKETING
Notas do Editor
- I have a younger brother who I wasn’t always a fan of.
- But it got better.
- Like many 12 year olds, I wanted to be a model and apparently thought this a picture by my dad’s s-10 in my sweet stunna shades was gonna jump start my modeling career. Amazingly, that didn’t work.
- And I was also pretty good in school. In fact, in kindergarten, I was in a program called Quest, an accelerated program for kids where we did a bit more work, including writing stories.
- I came across these a few months ago and I was kind of amazed. Because my five-year friends wrote these pretty great stories. For a kindergartner, a paragraph is pretty good.
- But then I noticed my own. I wrote 24 words. Maybe I wasn’t that smart.
- I also found the Quest book from second grade, and it turns out, we had to write even longer stories. My friend Krista wrote a whole page. So did Malena. And even Bobby, Bobby who couldn’t be less interested, wrote half a page. You know who didn’t do that?
- Me. I wrote one paragraph. And I realized that it wasn’t that I wasn’t as smart as the other kids, it was because even at the age of 8 I knew that it was about quality not quantity. And more importantly, that my time was a commodity. It turns out, I was destined to be a content marketer.
- And that’s the thing right, as content marketers some of our biggest challenges are time and resources. We just don’t have the time or resources we need.
- And what about quality vs. quantity? Quantity is obviously still something we grapple with. In fact, we are so caught up in creating a crazy amount of content that we have stats like this. No one is reading all of that content.
- And to prove it there’s this. We are creating more content than ever but it isn’t driving engagement.
- And what about value? It turns out, we don’t know how to measure our content! What?! We have more tools than ever and we can’t measure the value? Those people with the 5,000 employees need to get it together.
- The problem is, for so long we’ve treated content as this wonderful magical thing. We even gave it a crown. But here’s the thing, content isn’t king. Or queen. Or whatever you want to call it.
- Content is one piece of the overall marketing strategy and we have to treat it as such.
- Now, don’t get me wrong. I love content. I talk about it all the time. To me, it’s one of the more interesting pieces of our jobs, but let’s be honest, it has it’s issues.
- Mark Traphagen wrote a post a few months back about social and the premise is that for a long time, we’ve been getting away with crap. Why? Because we could. Same thing that happened with SEO (ex: article slinging / link buying) and he implores us not to make the same mistakes. And when I started thinking about it, I think we are at a similar place with content.
- We are seemingly holding this golden ticket and yet we are still having problems with this. The most fundamental part of our job. And as Mark said, it’s time for us to grow up.
- What does that actually mean? What is it that we need to actually do? I think there are a few key things we can do.
- Accountability. If we want to grow up, if we want to be seen as invaluable, as a core part of the strategy, to get paid a lot more, our work has to be tied to results.
- And the jobs are there. That’s the good news.
- The bad news is that here’s another stat that shows we don’t know how to attribute ROI. We have to be better than this.
- Integration. What does content mean to most organizations at this point? I can tell you that for the people we work with, it means this
- Each of these teams work separately. It results in inconsistent messaging, missed opportunities, and unfortunately, lost sales.
- This is a survey from seismic on content marketing and sales integration. Essentially, we are losing sales because we don’t have the right content. This is so sad and it’s also so common. Our teams are still siloed and until we fix that, we will continue to see things like this.
- The last piece is goals. Whenever I talk about content, I start with this slide – your content must have a goal. In every other thing we do, whether it’s SEO, paid search, email, we have a goal. Having a blog is not a goal. Posting two blog post per week is a goal, sure, but why?
- And that’s what what we are going to talk about today. How these three things can help make us better content marketers.
- I showed goals last but I want to start with it because to me, goals are the most important part of your content marketing program. And to understand our goals, we have to answer some of the most common questions.
- We have to move away from how much and think about it in terms of results.
- Let’s start with what are we creating content for?
- I gave a presentation last month on identifying gaps in your content. The entire premise of it was that as marketers, we can’t just be spending time creating content. We need to find where our content is lacking to ensure we are creating the right content for our audience.
- What’s interesting as when I was doing the research, I kept coming back to the customer experience. What is it our customers want?
- They want you to help them solve their problems. They want you to answer the questions they have. They just want you to help them.
- And if you do, they’ll reward you. As content marketers, we have the ability to help them! We have the ability to give them the information they are looking for. And it turns out, it’s not that hard.
- We have tools we can use. I think most people are familiar with answer the public at this point. But I still love to put it in here because for the person who doesn’t, they go to the site and they are like WTF?
- Who here is familiar with buzzsumo? What’s also cool is that it tells you where people are asking but we will get to that in a second.
- Ok, I just showed you BuzzSumo and to me, one of the best parts about this is that it not only gives the questions, it gives you the link to the place people are asking the question!
- Go there! See what people are saying. It’s a great way to not only get content ideas but later, after you create something, you can go back and actually promote it there.
- Another tool to do this with is FAQFox. I first started talking about this tool in 2015 and it still doesn’t get enough love.
- Do you know where else you can get real data from your customers? On your site! This one is so obvious it hurts my heart how many people don’t use it. YOUR OWN SITE SEARCH! Make sure you have site search enabled in GA. Exercise on gdpr.
- Story of when I was at grasshopper.
- How many people are using chat on their site? How many have access? Get that shit man. These are real people.
- You guys. I have to tell that I talk about this a lot and I still get excited. This information is crazy. These are real things your potential customers are asking! You should feel like scrooge mcduck diving into his money bank.
- When you come back to this question and you ask yourself ‘why am I doing this?’ the answer should be to help your audience.
- Because it’s what they want and it’s good for your business.
- We also have to ourselves, what is that drives results? I mentioned earlier that one of the biggest challenges in content marketing is time. We don’t have the time and resources to do everything we want.
- That means we have to prioritize and we have to prioritize the content that is going to help us achieve our goals.
- And here’s an example. We’ve been working with a client for a few years now and their organic traffic has grown. Looks awesome right? Here’s the thing, leads haven’t grown at the same rate. And it comes up pretty often from their exec team. So last year, our lead goals became a bit more aggressive which mean we had to make an adjustment. Without changing the budget. How do we grow leads using the time we have?
- We started breaking down the content. What was driving traffic vs. what was driving leads? And no surprise, the top of funnel traffic was responsible for the massive growth in traffic. We had a number of fantastic pieces of content hitting answer boxes, getting users into the funnel, but once they were there….
- We didn’t have anything for them. It turns out we neglected to focus on our end of funnel content. Even worse, we essentially had no content for existing customers. The first thing we had to do was change our keyword focus.
- This company is a logistics company – so we went back and started looking at questions that ready to buy or existing customers needed. These people wanted to know about rates, and insurance, and packaging and timing. They didn’t need to know what shipping was. They needed something more.
- What that also meant is we had to change our content strategy – We had to take those questions and go deeper. We took blog posts and turned them into comprehensive guides, we refreshed older posts, adding more context and information. We also started adding banners from our top blogs to these assets. At the end of the day, this wasn’t a game changing strategy. It wasn’t something crazy. We just had to refocus on driving results that matter to the client. Results that are tied to money.
- And here’s what happened to that lead growth rate. It didn’t skyrocket but the projection has certainly changed. We are hitting our goals and driving the right people through the funnel.
- When it comes to your goals, we have to focus on what drives results and more importantly, results that matter and fit into the overall business objectives.
- Which takes us to integration.
- A few years back, Dana DiTomaso gave a presentation at SearchLove and in it, she talked about Geico. She noted that while they have these hilarious commercials and great brand, their PPC ads and organic listings were completely the opposite. There was no brand continuity. It’s always stood out to me because it seems so simple and yet is such a direct reflection of that separation between departments. I’d also be lying if I said that even at our agency, the lines between the teams aren’t as open as they should be. It’s hard! Especially if you work with clients who have their own teams and separate agencies. But we have to do it to avoid the disconnect.
- But we have to try. Especially as content marketers. We have to be here. And here. And here. And here.
- Get engrained. This starts by asking.
- I want to tell you guys about something that happened a few months that still makes me mad. A client of mine needed content. They wanted content. We built a plan. We started writing blog posts. Good, comprehensive blog posts. And then they just sat there. For months, our posts went unpublished because according to them, they already had content. What? Fast forward to a few weeks ago and we start asking about upcoming campaigns. Wouldn’t you know, they had two campaigns that fit our old blog posts perfectly. We brought them back up, adjusted them a bit to fit the campaigns, and lo and behold they are published. Why didn’t we just ask that in the first place!?
- When we are doing editorial planning – we look at events (webinars, tradeshows, interviews, etc), we find out campaign focus (email, paid, quarterly business focus), most importantly, we talk to internal SMEs for content interviews. This single-handledly has been one of the best things to happen. You’d be amazed at what stakeholders tell you that you might not have gotten otherwise. These things ensure you are aligned with the business and integrated into what is happening at the most basic level.
- Understand the sell…
- At the TechSEOBoost event last fall, there was a panel and this was one of my absolute favorite quotes. Essentially, a developer sat on stage and told SEOs to stop being so annoying. Which was hilarious. But it’s also so important. One of the biggest challenges we face is that we are often reliant on other people to get our jobs done. The amount of creative ways we come up with to get people to do things is amazing
- At the end of the day, we have to remember that they have their own jobs with their own goals. What is the goal of the other team?
- How can you help them? I know people will say things like give a developer donuts. How about you just make it easy and you help it align with their goals?
- But it forced me to really think about how we work with other teams. Now when working with any team, we make it very clear our goal is to avoid overlap, supplement their work, and support their goals.
- Whether we are working with a comms team, another agency, or internal stakeholders, the key is communication and process.
- That PR example I gave. We now have joint calls every month. They send us blog posts, press releases, and bylines for review. We send them our pitch list every quarter and they let us know which sites to avoid. Our working relationship is so much better now because we figured out a way to help each other.
- If you can be involved across these different areas, you can show real value. And more so…
- We have real accountability.
- Has anyone here ever said they don’t want to make more money? Probably not. But when we look at content marketing salaries, they’re not quite booming. This is what I mean when I was saying we need to grow up. In order to generate that additional salary and more so, that respect, you have to be accountable…specifically accountable to revenue.
- We talked earlier about the challenges of measuring content. Of not being able to point to your efforts and show ROI. That has to stop.
- I have a client I’ve worked with for four years. They are one of my absolute favorites and here’s what we track. Everything is so trackable that when a lead comes in, our client can forward it and say, this blog post drove a download from X person at X organization.
- And here’s why that’s important. This same client had budget cuts across the board, our team was the only vendor they kept. Why? Because we had real data showing our content drove valuable leads and resulted in sales.
- On top of that, remember how I mentioned earlier our content interviews? This included the CEO and founder who had a first hand view of what we were doing. We were able to be accountable.
- Essentially, this involves identifying assets ranking for key terms, with a decent search volume and relevant results. We knew that if we could improve those pieces of content, and push them into positions 1,2 or 3, we could actually start moving the needle.
- And that’s what we did.
- A few of their primary keywords had answer boxes and PAA boxes. And we were on that pages so we figured, well, we have as good a shot as anyone in getting in that answer box. So, we re-wrote our content, looked at what the competitors had, and made ours better.
- And it worked. And we’ve continued to replicate this. I pulled the report yesterday and these posts are now all top organic traffic driver. We refocused our strategy to focus on something that would have a real impact on the site.
- Stop creating content for the sake of creating content. Remember the lesson 8 year old me already knew? If you are being told that you need to be creating a certain number of assets, ask why. Pull some data to show what is and isn’t working.
- Tie your content to your goals. That will dictate how much you are creating.
- These are the things that are going to help us grow. To be accountable. These are the things that are going to change this.
- Now look, as we get to the end here, I realize that a lot of what we covered, isn’t necessarily tactical. To truly change this, we have to change how we do things and look at things.
- But let’s be real. Growing up is hard.
- And while I’m asking you to change the game. The game is already changing. These are all the things we’re expected to do. I’m pretty sure this wasn’t in the college brochure. But at the end of the day it’s kind of awesome. Our roles are evolving and they are evolving toward a position that understands data and knows how to use that data to make decisions that have real benefits.
- As content marketers, we have the opportunity to have a real impact on businesses, a real impact on people, and an opportunity to become an invaluable part of every organization. We have an opportunity grow this into a position that we want.
- Let’s make it happen.