FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN 03 How to Get Data Driven WITH YOUR CONTENT MARKETING KEYWORD PLANNER IS YOUR FRIEND • Enter words around your company or service • Enter words around your competitors or enemies • Don’t be afraid of two or three word phrases • Find Search Volume FIND WORDS THAT HAVE VOLUME TWEET OF THE DAY If no one is looking for your content, then no one will read your content. GET KEYWORD IDEAS USE THESE IDEAS TO CREATE BLOG TOPICS JUST DON’T USE THE TYPOS GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO PREDICTIVE SEARCH YOUR TOPICS SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them SELECT A TOPIC BASED ON YOUR SEARCH • Read the top 3 most recent posts • Write 3 things that suck about each of them • Think of 3 ways to make your post better • Make it 10X better than those posts • Use the keywords and semantics from earlier • Distribute it like crazy! TWEET OF THE DAY Google loves great content, but it ranks content it can find no matter how people search for it. Content Marketing is Worthless if it Doesn’t Move the Needle AGENCY CLIENT Grow traffic, generate leads, and increase revenue . . . Improve Current Process and Content BLOG ITALIAN WAS FIRST LANGUAGE OUR COPYWRITER FIXED THAT Redevelop Content Strategy to Attract New Customers CHUPAMOBILE Flappy Bird The Flappy Miley Clone “Flappy bird ruined everything.” Paolo de Santis Founder, Chupamobile App re-skinners were ruining the site and causing havoc in the app store APPRENEURS • Want to build a business or an app • Do not have development experience • Development shops are expensive • Freelance Mobile Devs are flaky CONDUCT KEYWORD AND SEARCH RESEARCH BLOG TOPICS • Hiring a mobile dev • Teach people how to launch apps • How to make money from apps • Build apps with no code MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT BUILD LANDING PAGES LOTS OF THEM MAKE IT EASY TO BECOME A LEAD • CTA on bottom of blog posts • CTA on sidebar • Exit intent pop-up CREATE CONTENT CALENDAR Launch Posts and Distribute Like a Mofo DISTRIBUTION PROCESS FOR EVERY POST NETWORK AND LINK BUILD AN OUTREACH LIST LINKEDIN IS AMAZING AGGREGATORS HELP! TWEET OF THE DAY If content gets published on the internet with no one around to read it, does it still get found19% INCREASE IN ORGANIC IN 3 MONTHS 696 LEADS IN 3 MONTHS 44% CONVERSION RATE Has Leads, Will Nurture 3.4 NURTURE LEADS TO CREATE CUSTOMERS • Downloaded guide • Introduction to Chupa email • How it works email • Chupa success story email TWEET OF THE DAY Growth hacking isn’t one tactic; it is how you string tactics together and automate them. That’s how you create growth!

1. Optimizing Your Content
Marketing and Blog for
Conversions
DAN MCGAW

2. @Kissmetrics
#KissWebinar
@ThueLMadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up
as a KISSmetrics marketer. Whenever Thue is not trying
to automate everything around him, you can find him
hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Dan, one of the original growth-hackers, has lead the teams
at Code School and Kissmetrics to create massive growth.
He previously founded the companies Fuelzee, Starter
Studio, and Bootstrap Academy to name a few. He's
currently the Founder and Head of Analytics and Growth at
Effin Amazing, an analytics and growth consultancy.
DAN MCGAW
Founder and CEO, Effin Amazing
@DanielMcgaw

4. @EffinAmazing
#KissWebinar
@DanielMcgaw

5. 1 Fairy Tales and Facts
Keyword Planner is Your Friend
Create Blog Topics
Select a Topic
Hack Your Ability to Rank
2 How to Get Data Driven
3 Case Study
TABLE OF CONTENTS
Improve Current Content and Process
Redevelop Content Strategy to Attract New Customers
Launch Posts and Distribute Like a Mofo
Has Leads, Will Nurture

6. Fairy Tales and Facts
1

7. FAIRY TALE:
CONTENT MARKETING IS EASY
01

8. FAIRY TALE:
CONTENT MARKETING IS EASY
FACT:
IT IS THE HARDEST AND MOST
EXPENSIVE MARKETING CHANNEL
01

9. FAIRY TALE:
CONTENT DRIVES TRAFFIC
QUICKLY
02

10. FAIRY TALE:
CONTENT DRIVES TRAFFIC
QUICKLY
FACT:
CONTENT TAKES MONTHS TO
DRIVE TRAFFIC
02

11. FAIRY TALE:
CONTENT IS AN ART AND RELIES
ON GUT INSTINCT
03

12. FAIRY TALE:
CONTENT IS AN ART AND RELIES
ON GUT INSTINCT
FACT:
SUCCESSFUL CONTENT IS DATA
DRIVEN AND SEMANTIC KEYWORD
RIDDEN
03

13. How to Get Data Driven
WITH YOUR CONTENT MARKETING
2

14. KEYWORD PLANNER IS YOUR FRIEND

15. KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service

16. KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service
• Enter words around your
competitors or enemies

17. KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service
• Enter words around your
competitors or enemies
• Don’t be afraid of two or
three word phrases

18. KEYWORD PLANNER IS YOUR FRIEND
• Enter words around your
company or service
• Enter words around your
competitors or enemies
• Don’t be afraid of two or
three word phrases
• Find Search Volume

19. FIND WORDS THAT HAVE VOLUME

20. FIND WORDS THAT HAVE VOLUME

21. TWEET OF THE DAY
If no one is looking for your
content, then no one will read
your content.
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar

22. GET KEYWORD IDEAS

23. USE THESE IDEAS TO CREATE BLOG TOPICS

24. JUST DON’T USE THE TYPOS

25. GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO

26. PREDICTIVE SEARCH YOUR TOPICS

27. PREDICTIVE SEARCH YOUR TOPICS

28. PREDICTIVE SEARCH YOUR TOPICS

29. SELECT A TOPIC BASED ON YOUR SEARCH

30. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts

31. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
• Write 3 things that suck about
each of them

32. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
• Write 3 things that suck about
each of them
• Think of 3 ways to make your
post better

33. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
• Write 3 things that suck about
each of them
• Think of 3 ways to make your
post better
• Make it 10X better than those
posts

34. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
• Write 3 things that suck about
each of them
• Think of 3 ways to make your
post better
• Make it 10X better than those
posts
• Use the keywords and
semantics from earlier

35. SELECT A TOPIC BASED ON YOUR SEARCH
• Read the top 3 most recent posts
• Write 3 things that suck about
each of them
• Think of 3 ways to make your
post better
• Make it 10X better than those
posts
• Use the keywords and
semantics from earlier
• Distribute it like crazy!

36. TWEET OF THE DAY
Google loves great content, but
it ranks content it can find no
matter how people search for it.
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar

37. Content Marketing is Worthless
if it Doesn’t Move the Needle
CASE STUDY
3

38. AGENCY

39. CLIENT

40. Grow traffic, generate
leads, and increase
revenue . . .

41. Improve Current Process
and Content
CASE STUDY: STEP ONE
3.1

42. BLOG

43. ITALIAN WAS FIRST LANGUAGE

44. OUR COPYWRITER FIXED THAT

45. Redevelop Content Strategy
to Attract New Customers
CASE STUDY: STEP TWO
3.2

46. CHUPAMOBILE
Flappy Bird The Flappy Miley Clone
“Flappy bird ruined everything.”
Paolo de Santis
Founder, Chupamobile

47. App re-skinners were
ruining the site and causing
havoc in the app store

48. APPRENEURS
• Want to build a business
or an app
• Do not have development
experience
• Development shops are
expensive
• Freelance Mobile Devs
are flaky

49. CONDUCT KEYWORD AND SEARCH RESEARCH

50. BLOG TOPICS
• Hiring a mobile dev
• Teach people how to
launch apps
• How to make money from
apps
• Build apps with no code

51. MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT

52. BUILD LANDING PAGES

53. LOTS OF THEM

54. MAKE IT EASY TO BECOME A LEAD
• CTA on bottom of blog
posts

55. MAKE IT EASY TO BECOME A LEAD
• CTA on bottom of blog
posts
• CTA on sidebar

56. MAKE IT EASY TO BECOME A LEAD
• CTA on bottom of blog posts
• CTA on sidebar
• Exit intent pop-up

57. CREATE CONTENT CALENDAR

58. Launch Posts and Distribute
Like a Mofo
CASE STUDY: STEP THREE
3.3

59. DISTRIBUTION PROCESS FOR EVERY POST

60. NETWORK AND LINK

61. BUILD AN OUTREACH LIST

62. LINKEDIN IS AMAZING

63. AGGREGATORS HELP!

64. TWEET OF THE DAY
If content gets published on the
internet with no one around to
read it, does it still get found?
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar

65. 19% INCREASE IN ORGANIC IN 3 MONTHS

66. 696 LEADS IN 3 MONTHS

67. 44% CONVERSION RATE

68. Has Leads, Will Nurture
3.4

69. NURTURE LEADS TO CREATE CUSTOMERS

70. NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide

71. NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
• Introduction to Chupa email

72. NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
• Introduction to Chupa email
• How it works email

73. NURTURE LEADS TO CREATE CUSTOMERS
• Downloaded guide
• Introduction to Chupa email
• How it works email
• Chupa success story email

74. TWEET OF THE DAY
Growth hacking isn’t one tactic;
it is how you string tactics
together and automate them.
That’s how you create growth!
@NEILPATEL
@Kissmetrics @EffinAmazing #KissWebinar

75. DAN MCGAW
Founder and CEO, Effin Amazing
@DanielMcgaw
dan@effinamazing.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?