6 keys to success with Content Marketing

6 Keys to Success

1. Choose a relevant topic.2. Match content format with sales

cycle.3. Match writing style/creative with

intended audience.4. Must have buy-in from stakeholders.5. Execute!6. Promote!

“…content marketing has been earmarked by 70% (of respondents) as being targeted for the greatest increase in investment.”-April 2014 study commissioned by Salesfusion

The Trend is Your Friend

Promotion

Creation

Possible to utilize in any industry, no matter how commoditized.

Survey on behalf of TP-LINK in the wireless router segment.

Content that’s 10 times better and more detailed than the competition.Hard to do, but that’s the competitive advantage.

Skyscraper Content

Created an award of Top 95 Dog Websites…Researched and curated the best websites…

Provided them an award logo to link back to site…

…and gave them an award we created.

Search term generates 1.1 BILLION search results.#2 overall on a niche website…

…beating out better known publications.

“Top 101 Trust Leaders in Cloud Hosting”

Strong viral element: everyone likes to brag they made a list.Got picked up in industry media.

Our promotion of the release led to #1 position on images result…

“Telecommuter Infographic”

And #2, #3, #4 positions on Page 1 of Google, including client site.

Mashable coverage of infographic resulting from outreach…

…resulting in 1,300 social shares from this site alone…

…and a valuable “inbound link” to the client’s site.

Written in the style of Buzzfeed…

11,346 words total!Include outbound links to authoritative sites (very important).

Include funny images or animated GIFs (a la Buzzfeed).(Don’t forget to give credit to sources).

For competitive keywords, first page dominated by big brands and big media.1. Best Buy2. PC Mag3. Walmart4. Amazon5. Wikipedia6. CNET7. Newegg8. Staples9. About.com10.Netgear

Strategy: Reach target market through long tail keywords via

Content Marketing

Old SEO New SEO

-Build tons of cheap links-Heavy use of keywords in anchor texts-Guest posting abuse

(EASY)

-Long term strategy-Create high quality “killer” content-Promote, promote, promote-Focus on the user experience

(HARD)

1. Choose a relevant topic.2. Match content format with sales

cycle.3. Match writing style/creative with

intended audience.4. Must have buy-in from stakeholders.5. Execute!6. Promote!

Review: 6 Keys to Success