Content Marketing Strategy and Execution by Peter Mead

Content Marketing
Strategy and Execution
Peter Mead iT - @petermeadit Web: petermeadit.com

Content Marketing Methodology
● Is the primary vehicle for increasing your digital growth
● Instead of doing old fashioned Link Building
● We now employ Content Marketing
● Includes Social Media and Adwords
● Inbound Methodologies to maximize your conversions
In general the process is:
1. Create great content
2. Promote it effectively
3. Optimize for Conversions
Primary goal for Content Marketing is to build online reputation and visibility

Links to your site are still very important
Why links are so important
Google sees links as a form of endorsement
What kind of links
Natural links that have been earned
The unhelpful links
Purchased or manufactured Links

How quality content attracts links
The key to content marketing is earned link building
3 main reasons people link to your site:
1. Interesting & engaging content.
2. Valuable information and resources.
3. Relationship with the reader.
The best links are the ones that we are surprised to get

Content suited to your buyer personas
Spend time analysing your intended audience
Persona questions in general:
● Background - What are their daily activities, careers and hobbies?
● Learning - What are they seeking to be able to improve?
● Roles & Responsibilities - Are they business owners, or staff?
● Challenges - Do they lack of time, are they unorganized?
● Goals - What are their aspirations achievements?

Appropriate content types
Content most suitable for the audience personas.
In many cases we begin with Articles written for your Blog
● Articles written for your Blog
● Articles on third party Blogs
● Interviews with people of interest
● Podcasts and or Vodcasts
● Slideshows and Presentations
● eBooks, reports & PDF files
● Case Studies & Whitepages
● Informational Videos
● Social Media posts & comments
● Research articles & data transformation
● Curated or Aggregated Content
● Reviews for products or services
● News Articles and Journalism
● Tools and Resources
● Templates, Plans & Guides
● Mobile Apps or Tablet Apps
● Infographics and Diagrams
● Artwork, Drawings or Illustrations
● Memes and Animated GIF’s

Promotion Strategies
Market and promote content so it reaches broader audiences
Promotion Strategies include:
● Email Lists
● Guest Posting
● Content Syndication
● Social Media
● Viral Content
● Targeted PPC
● Targeted Outreach

Link-worthy content to go viral
Content that is so great:
● So link-worthy
● Lots of people link to it
● If it provides enough value
Content that creates:
● A bit of a buzz
● Perhaps humorous or entertaining
● People spontaneously share and link
A great way to build your brand presence

Further ways to Promote Content
Outreach and Relationship building
A. With influential website owners
B. Offer value, they may share and link
C. Use lists to stay organized
Leveraging Social Media
A. Employ social media to enhance content marketing
B. Can help the virality of our content
C. Extend the reach of our audience
Paying for promotion
Extend reach using targeted PPC with Adwords, Facebook or TwitterPeter Mead iT - @petermeadit Web: petermeadit.com

Optimising the Conversions
Basic conversion mechanisms:
● Calls to action
● We need a contact form on the site
● Easy to find and fill out
● Phone number prominent on the site
● Mobile customers can just tap the number
● Easy checkout process for shopping carts

Nurture leads with Inbound methodologies
Offer:
● A free consultation?
● Visitor fills out the form
● Give us their email address
● Allows us to nurture the lead
● Engage via scheduled emails
● In subtle and unobtrusive way
● Moves them down the funnel
● Until they are loyal customers
(never abuse their email address)

Planning and Strategy
Planning content and developing strategy is essential
Development of a calendar of content
Schedule at least 4 to 6 months

Campaign Structure and Execution - 1st month
WordPress SEO Technical Setup
Research and Setup:
● Website Structure
● Keyword Research
● Keyword Grouping
● Keyword Mapping
● Keyword Cannibalization
● Broken Link Analysis
● Google Analytics Analysis
● Google Search Console
● Yoast SEO Plugin
● Establish monthly reporting metrics and goals
Planning and strategy:
● Develop Content Strategy & Publishing Calendar
● Research and establish content goals
● Identify Buyer Personas
● Develop contact lists for outreach
● Plan funnel lead nurturing steps
On-Page Optimization:
● Blog Creation on External WordPress
● Webpage Copywriting
● Title Tag Optimization
● Meta Description Optimization
● Meta Keyword Optimization
● H1 tag Optimization
● Domain Redirect Optimization
● xml Sitemap & Robots.txt Optimization
● URL Rewrites, nofollow & noindex
● Duplicates, Canonical & Taxonomies
● Menus and Navigation
● Structured Data & Rich Snippets
● AMP articles implementation
● Calls to action
● Mobile friendliness
● Social profiles optimization
● Email schedule setup

Campaign Structure and Execution - 2nd month
Ongoing Content Marketing
Medium-Large site:
● Less than 1000 pages
● Medium-high competition and difficulty
● Campaign 12 months duration
● Publish 4x hand written 1000 word articles
● 2x Serendipitous Content Types
● Weekly 30 min. content telemeeting
● Schedule 4 step email nurturing messages
● 4x Calls to action and Landing Pages
● 4x Posts on Facebook and Twitter
● 4x paid promotions on Adwords, Facebook & Twitter

Timeframes and Estimates for Content Marketing
Disclaimer:
Timeframes are a guide based on usual volumes, competition and difficulties.
However there should always be an estimation provided based on the volume
required, for the campaign goals, and the client budget considerations.
Final tip:
Results are from execution, time is ticking, get Content Marketing Today!

Content Marketing Strategy and Execution by Peter Mead

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