Day one results! with content marketing making leaders of business bloggers

Day One Results! with:

Content Marketing A Case Study By:

Small Business Marketing Professional

© Small Business Marketing Professional. All Rights Reserved.

What is at the heart of Content Marketing?

• Serving customers excellently – Putting customers first in the way you run your

business • Help them to make the most informed decisions where it

really counts

• Become a leader in your field – Demonstrate with premium collateral that you really

do care • Give them all you have to their absolute gain, especially

before they invest – Educate them with empowering insights and expertise


Why Google enjoys Content Marketing so MUCH?

Google’s mission: “Our goal is to get you to the answer you're looking for faster, creating a nearly seamless connection between you and the knowledge you seek.”

CONTENT: quality, relevant , comprehensive wording, co-occurrence of related terms, higher word-count, frequency

WEBSITE: robust site architecture, optimal internal linking structure, short loading times, meta tags

BACKLINKS: quantity, quality SOCIAL MENTIONS: average total number of signals USER VOTES: click-through rates, lower bounce rates, high time-on-site

WHAT YOU GIVE OUT IS WHAT YOU GET BACK – BOTH YOUR CUSTOMERS & GOOGLE AGREE


Demonstrating the promotional power of Content Marketing in ONE DAY

• Interview an ambitious small business owner

• Author a top quality press release

• Publish the resulting article online

• Optimize the article for search and social visibility

• Generate a PR media buzz & sales for the interviewee

• Increase targeted traffic to our consulting website


Project Aims: Business Goals

OUR AIMS

• Have a genuinely enjoyable chat with a likeminded business owner

• Share valuable experiences & learn a little

• Get small business owner thinking about asset value

• Produce a top quality interview press release

• Diversify content of blog at www.smallbusinessmarketingprofessional.com

• Optimize article for high impact visibility online

• Socially share the article via Google+ Small Business Marketing Professional

GREAT BENEFITS FOR THE INTERVIEWEE

1. Google optimized article targeting profitable keywords selling products/service

2. Clear call to action for generating media interest and new customer leads

3. We hope...bottom line reputational value and increased profits and earnings!


http://www.smallbusinessmarketingprofessional.com/

Project Timeline – March to October 2015

Text Message (5mins)

Interview (35mins)

Drafting (2hours)

Interviewee approval (1 hour)

Publishing (1 hour)

DAY 1 RESULTS! (instantly!)

3-Month Review 6-Month Review

10th March 12th March 18th March 7th April 17th April 18th April July October


Text message invitation

• Simple introduction and invitation to named business owner’s mobile phone offering FREE promotional value • Straight, but not pushy approach • Credibility: link to consulting web address • Personal ID of the interviewer disclosed (avoid anonymous texts – end with simple call to action) • Interview booked within 2hours!


30 minute phone interview

• Be prompt • Plan interview questions • Formal introduction to set expectations of call • Keep it moving and fluid, but detailed and honest • It’s been great talking!


Drafting the interview transcription

• Transcribe notes into an interview format • Edit for readability, maintaining honesty and integrity • Keyword research based on interviewee’s key services and products • On page search engine optimization plan • Capture the fluidity of the conversation in prose • 1st Draft at the ready!


Interviewee approval

• Formatted Word .doc emailed to interviewee • Covering letter encouraging critical examination • Indicate eagerness to publish • Patience – appreciate interviewee’s priorities • Receive final edit and review • Now to format the article!


Interview published

• Plan relevance in thematic siloing within our consulting website – where it will naturally fit in • Conversion optimized page, without selling • On-site optimization (meta tags etc.) – no keyword stuffing though • Internal and external linking • Publish!


From theory into practice


Call to action For press enquiries & bookings

Interview released as blog article © Small Business Marketing Professional. All Rights Reserved.

And now...promotion


Google+ Channel: • Audience: small business owners • Statistics: 69 viewers / 31,600 views

Online Promotion

WordPress Blog: • Simple text/image/video editor • Well designed and coded for SEO

Google Search: • #1st page rankings • £Profitable keywords


DAY ONE RESULTS – TAKE-OFF! (...and soaring by the minute!)

• Google Search Four page1# Google search results (within 2hours)

• ‘Italian Caterer Wandsworth’

• ‘Italian Chef Wandsworth’

• ‘Pasta Atelier London’

• ‘Camerieri London’

• Google + Over 20 hashtag channel appearances (within 20mins)

• Comments: 1

• Plus one: 1


LET’S EXAMINE THE PROOF!


1st page Google UK ranking: for keyword ‘Italian Chef Wandsworth’

#1

See for yourself: •Either click here to see the LIVE search result, or type ‘Italian chef Wandsworth’ into Google...


https://www.google.co.uk/search?q=small+business+owner+interviews&ie=utf-8&oe=utf-8&gws_rd=cr&ei=hjgyVdmpEYHSaMzfgPgB

1st page Google UK ranking: for keyword ‘Camerieri London’

#1

See for yourself: •Either click here to see the LIVE search result, or type ‘Camerieri London’ into Google...


https://www.google.co.uk/search?q=camerieri+london&ie=utf-8&oe=utf-8&gws_rd=cr&ei=fTEyVYmFHNfzaqeLgXg

1st page Google UK ranking: for keyword ‘Italian Caterer Wandsworth’

#9

See for yourself: •Either click here to see the LIVE search result, or type ‘Italian Caterer Wandsworth’ into Google...


https://www.google.co.uk/search?q=asus+screenshots&ie=utf-8&oe=utf-8&gws_rd=cr&ei=wDEyVdGkHszxaNyugIAP

1st page Google UK ranking: for keyword ‘Pasta Atelier London’

#6

See for yourself: •Either click here to see the LIVE search result, or type ‘Pasta Atelier London’ into Google...


https://www.google.co.uk/search?q=google+news+press+relase&ie=utf-8&oe=utf-8&gws_rd=cr&ei=2DAyVfb0GMrxaumJgLgC

Hashtag Google+ Strategy for online PR Some hashtags targeted: #Italy #Pasta #Pastarecipes #Lasagne #Italiancatering #Italianfood #Italianstyle #Italiani #Gourmet #Doppiozero #Londonrestaurants #Londonfood #Londonbusiness #Wandsworth #Wandsworthbusiness #Wandsworthnews #smallbusinesstips #smallbusiness #smallbusinessmarketing

Hashtag highlights


1st Google+ Social Share in only 20mins of publishing!

1st Google Plus sharing begins in just 20mins!


The • Interviewee...increased brand value

– An independent press release promoting their business to: the media, other business owners and new customers • We are yet to see expressed interest in the interviewee from other

publications, media outlets or new customers

• Interviewer...increased reputation – Increased targeted web audience, subscribers and

clients generated from publishing new content via consulting website • We are yet to analyse traffic, subscribers & have not yet converted clients

...but then again, these are only


START TODAY WITH: CONTENT MARKETING

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Day one results! with content marketing making leaders of business bloggers

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Transcript of Day one results! with content marketing making leaders of business bloggers