How to turn your blog inside out, build a world class startup & make yourself better looking, while sitting on the beach doing nothing.
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My presentation at Problogger 2015
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How to turn your blog inside out, build a world class startup & make yourself better looking, while sitting on the beach doing nothing.
- 1. @thedannorris How to use Your Blog to Supercharge Your Small Business
- 2. 2 @thedannorris How to turn your blog inside out, build a world class startup & make yourself better looking, while sitting on the beach doing nothing.
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- 6. Welcome to Content Club ! Dan Norris - Co-founder contentclub.co
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- 14. WP Curve today • Team of 45 in 7 countries • Worked with 3,000+ customers • $1m AUD annual run rate • 60,000+ monthly site visits • Featured on Fox TV, Inc, Forbes, Lifehacker • Copied 6,526 times • No advertising - only content
- 15. 6 years of blogging • My first post ‘Other blogs I like’ • 700 pieces of content • One email per week • 350 failed on-site articles • I tried literally everything
- 16. • Webinars • Plugins • Infographics • Illustrations • Podcasts • Videos • Long posts (5,000+ words ) • Interactive / graphics • Guest posts • Interactive guest posts • Guest interviews • Conference presentations • Media releases • Ebooks & books • Animated videos • Targeted articles at press outlets • Influencer outreach • Q&A in forums • AMAs • Marketing guides • Email courses and sequences
- 17. 2012 - 2013 1. Wrote 400+ posts 2. Had a few posts with 200+ tweets 3. Guest posts on ThinkTraffic, Problogger, FlyingSolo and others 4. Was regularly told I wouldn’t be able to ‘monetize’ 5. Was awarded Australia’s top small business blogger
- 18. !18 • Changing the way we think about blogging • Learning why most bloggers need a better business • Learning why most businesses need a better blog • 6 blueprints for effective blogging • 3 frameworks for scaling your content What are we doing today?
- 19. Q - How do I create a blog? Q - How do I get traction with my content? Q - How do I get more comments? Q - How do I improve my conversions? Q - How to I monetise my blog? Q - How do I get guest writers? Q - How do I use frameworks to save time?
- 20. !20
- 21. Are you a blogger or a content marketer?
- 22. Content marketing is releasing something interesting that grabs attention for a business and builds trust.
- 24. !24
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- 26. !26
- 27. Who is doing this well? • Red Bull • Moz ($30m recurring revenue) • Hubspot ($1.65b market cap) • Copyblogger ($10m revenue) • Frank Body ($20m revenue?)
- 28. 3 aspects of a successful content strategy Great Content A Great Business Monetisation Logic
- 29. A perfect world Great Content A Great Business Differentiation Traction Scale
- 30. • Create a blog? • Get traction with their content • Get comments • Improve conversions • Monetise • Get guest writers • Use frameworks to save time What does a blogger aim to do?
- 31. Q - How do I create a blog? Q - How do I get traction with my content Q - How do I get more comments? Q - How do I improve my conversions Q - How to I monetise my blog? Q - How do I get guest writers Q - How do I use frameworks to save time
- 32. • Designs a business worth marketing • Forms a vision of what needs to exist (but doesn’t) • Looks for ways to differentiate to produce content to get attention • Tests and looks for traction • Does more of what works • Scales their efforts so they can be more entrepreneurial What does a content marketer do?
- 33. Q - How do I design a business worth marketing Q - What content needs to exist in my space (but doesn’t) Q - How do I differentiate my content to get attention Q - How do I create great content to get traction Q - How do I scale and build a content machine
- 34. Characteristics of a great business
- 35. !35 1. They are fundamentally profitable 2. They operate in a large market 3. They naturally build assets 4. They Have a Simple, Relatable Differentiator 5. The focus on consistent revenue and high LTV 6. They invest in a memorable brand 7. They are built by teams not individuals 8. They know how to say “no” 9. They understand the power of monthly growth 10.They think long term
- 36. What is your vision?
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- 41. !41 6 models of differentiation Out Hustle Reveal Secrets Give More Use Data Be Funnier Do Something First Out Design
- 42. How to achieve great content
- 43. Great content is something you provide to your audience that captures their attention and encourages them to engage and share.
- 44. Don’t be afraid to go outside your niche Care about your community Be more generous Be more transparent Be more contrarian Be insanely useful Tell a better story
- 45. !45
- 46. !46
- 48. How to scale
- 49. 6 Frameworks (actually 3)
- 51. !51
- 52. !52 Style guide inclusions 1.Audience 2.Content value 3.Formatting 4.Images 5.Excerpt 6.Editing 7.Back end
- 54. !54
- 55. !55 Content promotion guidelines 1. Canva graphic 2. Click to tweet 3. Mentions 4. Hootsuite 5. Facebook / G+ 6. Content submission sites 7. Additional promotion
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- 60. The missing 3 frameworks
- 61. 1. 10 minute content strategy
- 62. !62
- 63. Full strategy inclusions •Vision •Values •Inspiration •Description •Target communities •Differentiators •Unfair advantage •Key relationships •Metrics •Lead magnets and CTAs
- 64. 2. First 20 topics
- 65. !65
- 66. • Twitter • Google Analytics • Google Webmaster Tools • Meetup • Ask audience • Guests • Personal story • Help desk • Trends • Inbox • Google Keyword Tool • Forum / group • Competitor • Buzzsumo • Top industry blogs • Thought leaders • Amazon • Quora • Reddit • Podcasts Full 20 sources
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- 69. Case study Guide Roundup How to How not to Infographic Comparison / review Cost / price Data driven Best of / list Opinion Content multiplier steps 1. Topic - WordPress speed 2. Problem - High bounce rate, loosing customers 3. Aspiration - I want a site as fast as WordPress.com 4. Choose a content type
- 70. Content multiplier steps (cont) 5. Write a descriptive title • How WP Curve reduced their bounce rate by 30% • The ultimate guide for speeding up your site • 4 experts weigh in on WordPress speed • 6 plugins that will slow down your site • Things worth doing to speed up your site
- 71. !71!71 Content multiplier steps (cont) 6. Add a hook (Contrarian, surprising, objections, guarantee, interest, fear • How WP Curve increased conversions and reduced bounce rate by 30%, without compromising site quality. • The ultimate guide for making your site load faster than WordPress.com • Matt Mullenweg and 3 other experts weigh in on their top ideas for speeding up WordPress • 6 plugins that kill site speed (hint, you are probably using at least one) • 5 web design compromises worth making, to speed up your WordPress site