Cracking the Content Marketing Code the Formula for Search-Friendly, Top-Converting Content - Slides

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Cracking the Content Marketing CodeThe Formula for Search-Friendly, Top-Converting ContentLive: Tuesday, 6/2/15 @ 1PM ET/10AM PT

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We drive revenue.Not just clicks and traffic.

/ About Webmarketing123

Paid Search

SEO Content Creation

Website Design

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1. How can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.

Yes! We’ll email you a copy after the presentation.

FAQs

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1 Build a Brand with Quality ContentIf You Build It, Leads Will Come.

2 Crack Google’s Quality CodeMaster SEO to Let the Best Leads Find You

3 Put Your Content on the MapAmplify and Accelerate Results with Outbound.

4 Live Q&AHave Questions? Ask Away!

On the Agenda

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Great content is essential to marketing.

/ Build a Brand with Quality Content

Creating content that sells means creating a brand people like, recognize & trust.

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And, B2B branding is a big deal.


B2B brands actually drive more emotional connection than B2C brands.

Source: Google and CEB, “From Promotion to Emotion: Connecting B2B Customers to Brands”

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And, B2B branding is a big deal.


Branding is a HUGE factor in B2B purchase decisions.

Source: Google and CEB, “From Promotion to Emotion: Connecting B2B Customers to Brands”

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Great content is actually simple.


Successful content is useful and entertaining.

The hard part is creating great content at scale for targeted inbound and outbound lead gen.

Source: Content Marketing Institute, “Great Content Meets 2 Criteria: Does Yours?”

Here lies the content that gets ignored.

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Define your target audience.Adapt content to readers via buyer personas.


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Job title

Industry

Skill level

Company

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Then, run a content gap analysis.


How much content do you need to support the buyer’s journey for each persona?

Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Chief Marketing Officer

Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

Webinar: “How to Build an Integrated Organic & Search.”

Blog: “How to Convince Your Boss SEO is Worth the Price Tag.”

eBook: “Digital Marketing Agency Buyer’s Guide.”

Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”

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But, great content goes beyond branding.


Successful content means winning both prospects and search rankings.

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On the Agenda

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Let the best leads find you.SEO leads cost 61% less and close 2X faster than other channels.

/ Crack Google’s Quality Content Code

Inbound

Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”

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Source: Search Engine Land, “The Quality Update: Google Confirms Changing How Quality is Assessed, Resulting in Ranking Shake-Up”

First, pass Google’s quality standards.Google quietly rolled out the “Quality Update” in early May.

Google confirmed “…that while no spam-related update had happened, there were

changes to its core ranking algorithm in terms of how it processes quality signals.”

It’s not Panda this time, but seemingly

similar.


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Choose your keywords carefully1

Consider what prospects will search at each stage of the funnel.


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Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Chief Marketing Officer

Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Blog: “7 Ways to Drive More Revenue with SEO this Quarter.”

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

Webinar: “How to Build an Integrated Organic & Search.”

Blog: “Why Investing in a Search Optimized Redesign is Worth the Price Tag.”

eBook: “Digital Marketing Agency Buyer’s Guide.”

Webinar: “The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”

Choose your keywords carefully1

Group keywords by theme and map them to the right LP.

Remember

this?


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Comply with “Mobilegeddon.”2

Make sure Google understands your site is mobile-friendly.

Source: Google Webmaster Central Blog

1 Check if your site has the mobile-friendly search label.

2 If not, get a full list of mobile issues from Webmaster Tools’ Mobile Usability Report.

3 Check individual pages with Google’s Mobile-Friendly Test.

4 If you have an app, implement indexing for search now.


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Embrace link building.3

Be wary of the Penguin, but don’t shy away from outreach!


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Embrace link building.3

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Get a list of your inbound links from Google Webmaster Tools.

Ask the link source to remove the link.

Use the Google disavow tool on all bad links.

Conduct a link profile audit to identify bad links.

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Resubmit your site for Google reconsideration.5


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On the Agenda

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Second, amplify with outbound.Amplify content ROI with paid search and automated nurture programs.

/ Put Your Content on the Map

Inbound

Measure the success of organic programs

and invest in revenue-driving content topics

and types.*

*First, make sure you can tie organic leads directly to revenue within your CRM.

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Accelerate organic success with paid. 1


When both paid and organic results are shown:

Source: SEER Interactive

Overall CTR for both organic and paid results rises from 6% to 56%.

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Encourage brand lift with social ads.2


Bump up lead volume and brand engagement with LinkedIn Sponsored Stories.

Location Industry Job Title Job Function Seniority Company Company size School Degree Field of Study Groups Skills Age and Gender

Targeting Options:

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Encourage brand lift with social ads.2


Capture lead emails in one click with Twitter’s Lead Gen Cards.

Source https://business.twitter.com/success-stories/flevy

1,200 leads Lowest CPL of all

marketing channels.

Flevy Case Study

https://business.twitter.com/success-stories/flevy

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Invest in an automated nurture program.

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Remarket to prospects that have already visited your site with paid social and search advertising.


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On the Agenda

#123webinar e: [email protected]: 800. 619. 1570

Let’s Talk!

Get a 2nd opinion on your content strategy.

In a 30 minute consultation, learn: Where you rank in relation to competitors

Measure revenue opportunity from Search & Content

What you can do to accelerate results now

Mike Turner, Webmarketing123Director of Business Development

Thanks!

Cracking the Content Marketing Code the Formula for Search-Friendly, Top-Converting Content - Slides

Marketing

Transcript of Cracking the Content Marketing Code the Formula for Search-Friendly, Top-Converting Content - Slides