Post on 06-Aug-2015
Kabbage Kam Webinars#KabbageKam
Rock Content Marketing for Your Business:
How to Double Website Traffic & Triple Customers
@jeannabarrett
Guest Speaker:
Kabbage Kam Webinars#KabbageKam
What is content marketing?
…the creation & sharing of content for the pur-pose of acquiring or retaining customers
Blog
Site Content
NewsletterSocial Media
eBooks, webinars, white papers
Why should your business do “content marketing”?
• GOOGLE LOVES CONTENT• More than 80% of clicks in Google are organic search results• 81% people search online when making purchasing decisions• Helps customers find your business through organic search results• Positions you as a thought leader in your industry
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Get Started with a Business Blog
Make sure you have a content management system (CMS).
• WordPress is our favorite. • SquareSpace is a great option
for small business
It’s always better to have your blog on your domain:
• MyBusiness.com/Blog• vs. Blog.MyBusiness.com
(subdomain)
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Who is my customer and what are their challenges?
Customer Persona 1
Psst… this is how you’ll create your content!
Think about your content calendar like a magazine you’re publishing – what are your regular monthly features?
5% = 2 posts
Small Business Advocacy
Company News
Financial Advice
Small Business Stories
General Small Biz
30% = 15 posts
15% = 8 posts40% = 20 posts
100% of 50 Posts/Mo
10% = 5 posts
Business Verticals
• Oct: • Customer
Loyalty• Nov:
• Holiday Marketing
• Dec: • Green
Marketing• Jan:
• Starting a Business
• General small business
• Financial advice
• Small business stories
• Business verticals
• Company news
• Grow Your Business
• Manage Your Business
• Innovate Your Business
• Fund Your Business
• Rock Your Business
• Start Your Business
• Blog post• Guest post• eBook• eNewsletter• Curated• Interview• Video• Webinar• Survey • Infographic
1. CONTENT THEMES
2. CONTENT BUCKETS
3. CONTENT TYPES
4. CONTENT CATEGORIE
S
Balance Your Content Strategy
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Know Your Keywords (!)
Ask Yourself:1. What are your business’ most valuable
keywords?2. How would you describe problems your
business solves?3. How do your customers talk about your
product or service to others in blogs, articles, forums and social media?
4. What do you think your ideal customers might type into Google when looking for a product or service like yours?
5. Are there specific products names you sell?
6. What keywords do your competitors use on their sites and in their ads?
Create Your List
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Use Google AdWords Keyword Tool
Set up a free AdWords account :• In the “Word or Phrase”
field at the top of the main section, paste all of the keywords you’ve generated
• Leave “Website/Category blank
• Do not click “Only show ideas closely related to my search terms”
• Under “Match Types” in the left column, select “phrase”
• Click “Search”
Be sure to:• Filter out keywords with
too little or too much traffic
• Delete keywords that have too much organic search competition
• Delete keywords not relevant to your business
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Broad vs. Long Tail Keywords
• Austin Pet Store
• Kitten Sup-plies
• Dog grooming• Dinosaur col-
lar
• How to bathe a dog• Can a kitten eat tuna• Train your dog to fetch a
ball• What are the best catnips?
All Content, When Pos-sible Especially Website Con-tent
Blog Content
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WebsiteSearches Team
Brain-storm
Find Popular Content Topics:• Curated Content/Newsjack-
ing• Trending Facebook/Twitter• Google Instant search• Hashtag convos online• ContentGems.com
Customer Service
GoogleAnalyt-ics
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Tips for Finding Content Writers
• Use websites to source inexpensive content:
o Fiverr, Élance, Scriptedo Post a job – ProBlogger job
boardo Connect with college job boards
– journalism departments
1. Negotiate prices that fit for your budget
2. Ask for examples of what they’ve written
3. Look for writers who might have an online following to help get word out
4. Put a contract in place (RocketLawyer)
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Pay Attention to Your Headline
“8 out of 10 will read your headline, but only 2 out of ten will read the rest of your content.” – CopyBlogger.com
coschedule.com/headline-analyzer
1m headlines analyzedand here's what worked:
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Other Content Creation Tips
1. Create content consistently, but keep quality in mind
2. Use pop culture references 3. Naturally use keywords in a
post, but do not keyword stuff
4. If optimizing blogs for keywords bogs you down, just write
5. Find free images for your blog posts at PhotoPin.com
6. Breakup your post to be easily digestible• Bullets, sub heads,
images
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• Schedule social media posts with custom social images (Canva, Pablo)
• Feature content in email newsletter
• Work to build a blog subscription list!
• Ask your employees to share – include link to content in email signatures
• Leverage brand ambassadors
• Leverage social influencers (build relationships)
• Share it in LinkedIn groups – be active
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KISS (Keep It Simple, Silly)
Choose top 2-5 things you want to measure, and don’t overcomplicate it. Examples:
• How much organic traffic/new users to site (brand awareness)
• How many people converted from content
• What content was most read/shared• Keyword rank & change
#1: Install Google Analytics(WordPress plugins can do this for you)
*Content marketing is a marathon, not a sprint, so expect results 3-9 months after starting content creation
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Create content that solves your customers’ challenges
Incorporate keywords & basic SEO
Create content consistently & utilize freelancers, if needed
HUSSLE to dis-tribute your content
KISS your measurement
FIVE TAKEAWAYS FROM THIS WEBINAR
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Get a COMPLIMENTARYSmall Business Content Cal-
endar Templatekabb.ag/smallbiztemplate
• Color code your content calendar with a birds-eye view of your blog posts, webinars, email newsletters, company events, holidays, social media posts, and more.
• Create and follow your monthly publisher buckets.
• Track writers and cost per piece of content.
• Fill out a brief for each piece of content.
• Keep track of keywords you want to focus on.