Digital Summit Dallas 2017 - Mike Huber's Workshop

Mike Huber Sr. Director Strategy & Education, Vertical Measures

Content Marketing Workshop:The Proven 8 Step Formula

@mjhuber#DSDALAbout Your Presenter...

● Sr. Director of Business Strategy & Education at Vertical Measures, a 50 person PPC, SEO & Content Marketing agency in Phoenix, AZ

● In the digital space since the late ‘90s● Sample of our 50+ clients:

@mjhuber#DSDALVMers In Attendance

Samantha KermodeBusiness Development Executive

@samanthakermode

@mjhuber#DSDALAgenda

Time Topic

8:30 – 9:45am • What is Content Marketing• Putting Together Your Content Strategy• Performing Ideation & Market Research

9:45 – 10:00am COFFEE BREAK10:00 – 11:30am • Developing Useful Content

• Optimizing Your Content for the Web• Promoting Your Content• Distributing Your Content• Lead Nurturing – It’s In the Mail• Measurement

11:30am – 11:40pm LUNCH BREAK (WORKING LUNCH)11:40am – 12:30pm • Case Studies // Wrap up

@mjhuber#DSDALQuick Start Workbook

vert.ms/cm-workbook

https://get.adobe.com/reader/

● How many of you are webmasters or SEOs?

● How many are primarily marketing people?

● Any business owners?

● Organizations with more than 100 employees?

● More than 1,000?

● How many of you have been doing content marketing?

Who are you?

@mjhuber#DSDAL

@mjhuber#DSDALThe Real Reason You are Here…

@mjhuber#DSDAL“Content Marketing” 2010-17

Penguin: 2012● Off-site penalties● Low-quality backlinks● Exact match anchor text

Hummingbird: 2013● Semantic search● Full question searches● Indexing to understanding

Panda: 2011 ● On-site penalties● Thin content● High ad-to-content ratios

RankBrain: 2015● Artificial Intelligence● Language to math● Designed to keep learning

@mjhuber#DSDAL

Google Algorithm Changes

Source: Studio 5 Innovation

@mjhuber#DSDALA Move Towards Digital

@mjhuber#DSDALWhat is Content Marketing?

@mjhuber#DSDAL

What Is Content Marketing?Download: VerticalMeasures.com/WhatIsContent

@mjhuber#DSDAL

Today, relationships are created with information not people.

@mjhuber#DSDAL

@mjhuber#DSDALThis is not a 30 day R.O.I.

But The Long-Term Payoffs Can Be Huge

GREAT CONTENT works on its own behalf. It can spread, persuade and convert people without your help,

just by being RELEVANT AND USEFUL.

@mjhuber#DSDAL

93% of all consumers use search prior to making a purchase

93%

86% of searchers conduct non-branded queries

86%86%

How Important is Search?

Source: GroupM

@mjhuber#DSDAL

Content Marketing

@mjhuber#DSDALAchieving Success Is A Continuous Process

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@mjhuber#DSDALDigital Marketing Strategy vs Content Strategy

Content Marketing Strategy

Digital Marketing Strategy

@mjhuber#DSDAL

@mjhuber#DSDAL4-5

Homework

Publish Like a Publisher!

Traditional Media Backgrounds = Great for Content Marketing

• They plan ahead• They think strategically• They love editorial calendars• They understand deadlines• They can create great content• They find fresh angles and sources• They know how to engage an audience

@mjhuber#DSDALContent Inventory

• Have you taken an inventory of your current content?• Look for out of date content• Look for duplicate content• Seasonal content• Look for content gaps• Tools to use:

• Screaming Frog• Excel

Download Screaming Frog

@mjhuber#DSDAL

What will your content accomplish?• Lead Generation?• Increased Revenue?• Customer Retention?• Thought Leadership?• Open New Markets?• Lower Customer Service Costs?

Why Are You Creating Your Content?

@mjhuber#DSDAL

What will you measure?● Engagement? Traffic? Leads? Revenue?

Do you have the tools you will need to measure your success or failures?

● Do you have analytics in place?● Establish benchmarks right now.

What does success look like?Did your content help its audience members achieve excellence at what they do?

What Is Different A Year From Now?

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● Your audience can be a number of different groups – depending on your industry & your site offerings o Current/potential customers? People

spending money on your product or service now or in the future?

o Location? Are you a location based business and how might that impact your audience?

o Seasonal? Is your business seasonal with a changing audience?

Who is Your Audience?

@mjhuber#DSDAL

Who are they?• Demographics• Pain points and needs• Barriers to purchase• Influencer potential• Content formats• Content sources• Mobile vs desktop

Persona Development

Decisive Dana“Brand A widget reviews”

Bargain Britt “cheapest widget”

@mjhuber#DSDAL

Persona: Homeowner, 30s, prefers shorter & more visual contentGoal: Save money and “go green”

Persona: Buyer's Journey & Content Gaps

How to Lower Your Utility Bill

Top 7 Reasons Going Solar Pays Off Long-Term — CONTENT GAP — Why

SolarCity'sSolar PanelsLast 50% Longer

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Homework

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You are a publisher and you must create content to speak to your specific audience and that truly represents YOU!● Find your voice● Humorous?● Serious?● Researcher?

Who Are You?

@mjhuber#DSDAL

What expertise will you need?o Creative writing?o Sales copy?o Technical writing?o Graphics?o Video?

● Leverage your employees – the key to success? They are the SMEs!

● Business partners or suppliers may contribute

Who Will Create Your Content?

@mjhuber#DSDAL

● Your Blog?● Your web pages?● RSS feeds?● Social accounts?● News Feeds?● Sites for Videos, Images, Slides, PR, etc?● Will you have content to download?● Have you developed a communication

tool or process for spreading your content marketing vision throughout the organization?

Where will the Content be Published?

@mjhuber#DSDAL

Your Content Marketing Strategy Template & ChecklistDownload: VerticalMeasures.com/strategy

@mjhuber#DSDAL

http://www.upcloseandpersona.com/gender.html

@mjhuber#DSDAL

http://xtensio.com

@mjhuber#DSDAL

@mjhuber#DSDAL

Buyers are searching for information that helps them make an informed decision.

Businesses that provide that information - will win.

THE ODDS OF HITTING A GRAND SLAM

Most of us aren’t the New York Yankees, so we strongly suggest playing CONTENT MONEYBALL:

1 in 4 at bats = hit (a success)1 in 36 at bats = home run (a big success)1 in 1,691 at bats = grand slam (viral success)

In order to play CONTENT MONEYBALL, you need to come up with hundreds of ideas so you can create fresh, USEFUL content on a frequent basis.

Here’s how we do it…

@mjhuber#DSDALKnow Your Keywords

@mjhuber#DSDALRemember Semantics Matter Too

Over 70% of the traffic you earn for any given page will come from keywords you didn’t try to optimize for.-Moz

Source: SEMRush

@mjhuber#DSDAL

A pool installation company creating content about summer safety tips and barbeque recipes.

A luggage retailer publishing country-specific travel guides.

An auto insurance broker offering car maintenance advice.

Tangential Content

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@mjhuber#DSDAL

Source: http://www.keyworddiscovery.com/keyword-stats.html

Longer Search String = More Clicks

Ask Your Staff!

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@mjhuber#DSDALGoogle’s Answer Box

“When we recognize that a query asks a question, we programmatically detect pages that answer the user's question, and display a snippet as a featured snippet in the search results.” - Google

@mjhuber#DSDALGoogle’s People Also Ask

@mjhuber#DSDALGoogle Suggest – B2C

@mjhuber#DSDAL

@mjhuber#DSDALGoogle Suggest – B2B

@mjhuber#DSDAL

@mjhuber#DSDALYouTube for Ideas

@mjhuber#DSDALMoz

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KeywordTool.io

@mjhuber#DSDALAnswerThePublic.com

http://answerthepublic.com/

@mjhuber#DSDALQuestion Analyzer

All questions that users are searching: ‘hiking boots’

• Waterproof• Leather• Comfortable• Shoes vs boots• Experience• Socks• Snow• Wide• Mountaineering• Feet• BackpackBuzzSumo.com

@mjhuber#DSDAL

@mjhuber#DSDALList All Content Ideas in a Spreadsheet

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Content Editorial Calendar Spreadsheet TemplateDownload: VerticalMeasures.com/calendar

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● Draw content out of challenges, trends, achievements and internal events

● Don’t ask “What can you write about?” Ask “What questions do you get asked every day”

● [email protected]

Every Moment is a Content Opportunity

@mjhuber#DSDAL

How to Grow Your Business Without Keywords VideoWatch: VerticalMeasures.com/ideation

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Break!

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@mjhuber#DSDAL

BlogseBooksCurationPodcastsInterviewsWhite PapersWebcasts/Webinars

Community ForumsOnline Quizzes

eNewslettersCase StudiesInfographics

ContestsVideos

Create Useful Content

@mjhuber#DSDALZMOT – By Google

@mjhuber#DSDAL

@mjhuber#DSDALHow You Can Get Found in Search

VideoPeople Also AskRelated SearchesFeatured SnippetTweetsMaps BoxKnowledge PanelNews (Top Stories)ImagesAppsBooksSearch SuggestSitelinksSection SitelinksLong Form ArticlesCarousel - List Results

@mjhuber#DSDAL

“Content that doesn’t promote your brand over another, and may in fact even mention your competitors”

- Adobe CMO

Brand-Agnostic Content

@mjhuber#DSDALLists – People Still Love Them

@mjhuber#DSDALAddress Pricing / Cost

@mjhuber#DSDALAddress Problems

@mjhuber#DSDALComparisons & Reviews

#1

@mjhuber#DSDALResource Pages (Best, Top, etc.)

@mjhuber#DSDALInterviews: A Two Way Street

@mjhuber#DSDALInfographics

@mjhuber#DSDALCuration or Aggregation

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Product Demos

FunInterviews

Behind the Scenes

Videos! – They Are Not That Hard

@mjhuber#DSDAL

• Faster, cheaper, engaging• Drives social traffic• Average quiz gets shared

1,900 times (BuzzSumo)• Can be used for lead

generation

Quizzes

@mjhuber#DSDAL

● Optimized Title● Detailed Description● Statistics● Images & Video● Product Comparisons● User Generated Content ● Zappos, Amazon are great

examples

Let’s Not Forget Product Pages

@mjhuber#DSDALTell Stories!

@mjhuber#DSDAL

● Lead generator● Link attractor● Long life span

Free Guides & White Papers

@mjhuber#DSDAL

Vertical Measures’ Hub & Spoke Model

Promotional Email

Staff Promotional Email

Landing Page

Blog Posts

Twitter Post

Linked in Post

Press Release

Facebook Posts

@mjhuber#DSDAL

HUB

Case Study

Blog

WebinarPPT

Video

Page

Lead Nurture

Email

Email

Email

Email

Press Release

Page

Infographic

Slide-share

Social

Blog

Newsletter

Off-siteArticle

Email

Landing Page

Social

Social

Social

Ad

@mjhuber#DSDALBlog Writing Tips

● Write to communicate a message, not word count

● Write posts people will want to link to

● Don't be self-promotional● Always keep target

audience in mind● Use visual differentiators

@mjhuber#DSDAL

What you want to avoidBlog & News Archives

• Living 808 Video• Grid Saturation on Oahu• Bringing Solar Curriculum to Schools• Solar Powered Sounds for the Beach• Our ’Customer Love’ Program• Givee aways and Gimmicks• Remodel is Right /Remodel it Green• A Beginner’s Guide to Feed-in Tariff• 5 Nifty Solar-Powered Vehicles You Wish You Had

HowMuchDoesSolarCost?HowMuchCanISaveWithSolar?CanIFinanceMySolarEnergyInstallation?SolarvsElectricRevoluSun vsAlternateEnergyHawaiiRevoluSun vsHaleakalaSolar

@mjhuber#DSDALBy “Visual Differentiators” We Mean:

Content Chunking● Headers and sub-headers

● Multiple images

● Short paragraphs

● Bolded or italicized terms and phrases

● Internal links

● Bulleted or numbered lists

See neilpatel.comThis example: 74 paragraphs, 5 subheads, 40 links, 33 images/graphics

@mjhuber#DSDAL

Remember:

Google cannot index or crawl the content that’s sitting on your computer.

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@mjhuber#DSDALYou don’t go there and neither do your prospects…

Source: https://chitika.com/google-positioning-value

@mjhuber#DSDALKeyword Distribution

Striking Distance Keywords

@mjhuber#DSDAL

Each month, 8.5 out of the top 10 rankings will change positions. Every day, 78% of search results have some ranking change. - Moz

paid + organic = success

@mjhuber#DSDALHow Can You Rank in the Answer Box

Featured Snippets

Paragraphs - 63%

Lists - 19%

Tables - 16%

Identify queries - slightly broader than a single piece of knowledge

Existing answers - make your answer better

@mjhuber#DSDALOn Page SEO Elements

Title TagURL

H1 Tag

H2 Tag

Content

"Interested in taking your internet marketing strategy to the next level but not sure where to start? Start with a Search, Social and Content Strategy now."

Meta Description

@mjhuber#DSDALMost Common Problems We Find?

1. Unintentional duplicate content2. Page-load times3. Poor HTML (title tags, meta descriptions, broken links)4. Poorly optimized images and videos5. Bad backlinks/Not enough backlinks (very important!)6. Thin content (lack of semantic KW opportunity)7. Not Mobile Friendly

@mjhuber#DSDALUnintentional Duplicate Content

50%DUPLICATECONTENTISSUES

@mjhuber#DSDALPage Speed

• Address key issues like image and JavaScript optimization• Reducing resources needed to process images, scripts

and files improves PageSpeed• A one-second delay in PageSpeed can decrease

conversions by 7%

@mjhuber#DSDAL

1 SECONDCOST $1.6B

Source:http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales

@mjhuber#DSDAL

Test Your Site Easily

TestMySite.ThinkWithGoogle.com

TestMySite.ThinkWithGoogle.com

@mjhuber#DSDAL

WhichLoadsFaster.zomdir.com

@mjhuber#DSDALPage Speed Tools and References

Google Page Speed Insights -https://developers.google.com/speed/pagespeed/insights/

GTmetrix -https://gtmetrix.com

Pingdom -http://tools.pingdom.com/

WebPageTest -http://www.webpagetest.org

@mjhuber#DSDAL

An important on-page element (~70 characters).<title>Your Keywords Need be Here</title>

Title Tag

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● Mainly for conversions

● First time a visitor is understanding who you are

● ~140 - 180 characters

Meta Description

@mjhuber#DSDALH Tags

● Should be similar to page title● Tell the bots what to expect on the page● Hard coded into the CSS (H1, H2, H3, etc.)● Only one H1 tag per page

<h1>My Post is About SEO</h1>

<h2>SEO is Awesome</h2>

<h2>What is Google</h2>

<h2>People Love SEO</h2>

<h3>Matt Cutts Loves SEO</h3>

@mjhuber#DSDALMicro Data – Rich Snippets

Schema ✔Open Graph ✔Twitter ✔

@mjhuber#DSDAL

● Control how your content shows up on social media

Open Graph and Twitter Cards

@mjhuber#DSDAL

• Important for usability and visibility• Internal links tell search engines what your site is about• Proper internal linking structure allows search engines

to spider and index more pages within your site.

• Use, but don’t abuse, internal text links within content (1 per 300 words is a good rule of thumb)

• Keep footers clean and include a link to sitemap

Internal Links

@mjhuber#DSDAL

THERE ARE OVER 1 BILLION IMAGE

SEARCHES A DAYJUST ON GOOGLE

@mjhuber#DSDAL

● Reduce file size

● Use relevant keywords in image filenames. DONT: "DL000031.jpg", DO: "red-sports-car.jpg"

● Make sure <img> tags have their "alt" and "title" attributes

● Context matters. Google looks at content placed around the image, like titles and captions.

How to Optimize Images

@mjhuber#DSDALHow to Optimize Videos

● Specific, Compelling Title● Related Tags● Description● Include a link placed at

the beginning – with http://

● High Video Quality /Resolution

@mjhuber#DSDAL

@mjhuber#DSDALIt’s a Mobile World

In the past 2 years, mobile surpassed desktop in:• # users• # Google searches• time spent on device

Mobile-friendly update• released April 2015• “Accelerated Mobile Pages”

are rewarded

@mjhuber#DSDAL

Accelerated Mobile Pages for lightning fast loading

Facebook Instant Articles & AMP

@mjhuber#DSDALLocal Search - Let’s take a NAP

Name | Address | Phone Number

@mjhuber#DSDAL

Write Naturally

@mjhuber#DSDAL

Our average SEO & Content client increases their traffic by 66% in the first year.

@mjhuber#DSDAL

SEO 101 Series: H1 Tag, Sitemaps, ALT Text & MoreWatch Videos: VerticalMeasures.com/seo101

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Homework

@mjhuber#DSDALDon’t Forget Conversion Rate Optimization

• High traffic• Low conversion

@mjhuber#DSDALWhat’s Next?

Audit Findings:

• Long, not so fun form• Irrelevant images and

distracting CTAs• Did not give any result

based on self evaluation –not meeting user’s expectations

61% exit rate on “thank you” page

Goals:

• Improve user experience• Increase conversion rate

for self evaluations• Increase conversion

volume for consultation requests

@mjhuber#DSDALHere’s What We Did

@mjhuber#DSDAL

@mjhuber#DSDALConsultation CTA – New “Thank You” Page

@mjhuber#DSDALCRO Results

Self-Evaluation

• Increased conversion rate by 130%

• 93% increase in leads (~250 extra leads per month)

Consultation CTA Results

• Increased conversion rate by 81%

• Month over month we are continuing to see the highest conversion volume ever

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Our average CRO client increases their conversion rate by 58% in the first year.

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“If you build it, they will come.”

@mjhuber#DSDAL

“The goal of promotion is to drive your audience

to your content.”

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@mjhuber#DSDAL2 Types of Promotion

Organic promotion – Examples:

WebinarsPress releasesLocal partners & listingsLink development: trusted websites

Paid promotion – Examples:

Paid Search: Google, Bing, YahooSponsored Social: Facebook, LinkedInProgrammatic: DataxuNative: Outbrain, Taboola

@mjhuber#DSDALPaid Media Advertising!

Search

Social

Native

Programmatic

@mjhuber#DSDALWhy Pay to Play?

500M Tweets per day

300 hrsVideo uploaded every minute to

YouTube

2% Average reach of organic Facebook

post

Sources: http://www.internetlivestats.com/twitter-statistics / http://www.statisticbrain.com/youtube-statisticshttps://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

@mjhuber#DSDALPaid Search

● Drive traffic based on relevant search queries

● Test ad copy and landing page experience

● Shape your strategy; quickly learn what keywords drive quality traffic

@mjhuber#DSDALPaid Search – Poor Experience

Search Queries Landing PageAd Copy

@mjhuber#DSDALPaid Search – Good Experience

Search Queries Ad Copy Landing Page

@mjhuber#DSDAL

You don’t need to be on EVERY social media platform.Ask yourself: Where does our audience hang out online?

@mjhuber#DSDALPaid Social

● Drive traffic based on audience interests

● Test engagement through ad creative

● Shape your strategy; quickly learn what content engages with targeted audience segments

@mjhuber#DSDALPaid Social – Experience

Ad CopyAudience Target Landing Page

@mjhuber#DSDALProgrammatic

● Drive traffic based on 1st and 3rd party data● Real-time bidding based on audience segments● Shape your strategy; quickly learn what audiences are engaging with

your brand

@mjhuber#DSDAL

Identify low hanging fruito Guest blog posts or articles (they are

still okay)o Where you have relationshipso Local partners & listings

The best links:o Are from trusted siteso Have varied anchor texto Are from many different, relevant

websiteso Determined editorially

Build Links To Your Content

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@mjhuber#DSDAL

• A paid/organic content promotion or distribution strategy

• Target influencers based onpersonas

• Use a variety of content formats

• Provide an easy route for influencers to promote

Influencer Marketing & Outreach

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@mjhuber#DSDALPress Releases

@mjhuber#DSDALTools to Streamline Promotion & Discover Ideas

Promote evergreen content.

@mjhuber#DSDALTake Advantage of Evergreen Content

@mjhuber#DSDALMake it Easy for Your Staff to Share

@mjhuber#DSDALDon’t Get Hung Up On Social

@mjhuber#DSDAL

49 total shares for #1 Ranking post

@mjhuber#DSDAL

This page had more than 93,000 views.

0.2% social actions for total views

@mjhuber#DSDALSocial Media Policy

Do you have one documented?• If not, create one and share• Who has the authority to post?On the company accounts?On their personal accounts?• Who will moderate, respond?Acceptable turnaround timesTake sensitive conversations offlineEscalation and crisis policies

@mjhuber#DSDAL

Our average Paid Media client saw increased leads of more than 140% and decreased costs of more than 40% in 2016.

@mjhuber#DSDAL

The Beginner’s Guide to Content PromotionDownload: VerticalMeasures.com/promotion

@mjhuber#DSDAL

@mjhuber#DSDAL

“The goal of distribution is to drive your content

to your audience.”

@mjhuber#DSDAL

Source: CMI & MarketingProfs

Distribute or Repurpose Your Content

@mjhuber#DSDAL3 Types of Distribution

OWNED EARNED PAIDWebsite Social media Display ads / Google AdWords

Blog User reviews Social ads / promoted posts

E-mail Backlinks Sponsored content / native ads

@mjhuber#DSDALDistribution Avenues

Videos

Images

@mjhuber#DSDALPresentation Distribution (PPT)

@mjhuber#DSDALNative Advertising

● Publish to sites your audience already visits (i.e. sponsored articles on BuzzFeed)

● Click-through rates: 50x > banner ads

● Publishers adding staff for advertisers

● 2/3 of consumers lose faith in publications that promote sponsored content (Contently)

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Homework

@mjhuber#DSDAL

@mjhuber#DSDAL

“When you're wondering what to say or how you look, just remember, she's already out with you. That means she said yes when she could have said no. That means she made a plan when she could have just blown you off.

So that means it's no longer your job

to make her like you. It's your job not

to mess it up.”

@mjhuber#DSDALHow Can Lead Nurture Help You?

• Increase business by providing consistent value

• Keep your company top-of-mind

• Deepen existing relationships

• Move people through the buying cycle quicker

• Build brand recognition

• Create loyalty and trust

@mjhuber#DSDAL

Successful lead nurturing generates 47% larger purchases than non-nurtured leads.

SOURCE: Kapost

@mjhuber#DSDAL

• Visually appealing and branded

• Incorporate into editorial calendar: plan frequency

• Segmenting: targeted messaging

• Plan out segmented drip or follow up campaigns

• Stay brief: Read More, Get More Details

• Great subject line!

E-mail Best Practices

@mjhuber#DSDALCampaign-Based Automation

Complete a Conversion Path(Form fill or download)

Lead Nurture Email #1



@mjhuber#DSDALTrigger/Behavior-Based Automation

Behavior Trigger(View pricing page, # of pages, etc)




Further Action Track 2 – Email #1

Track 2 – Email #2

@mjhuber#DSDAL

47% Of Emails Are Opened On A Mobile Device

80% Delete Emails That Do Not “Look Good” On Mobile

SOURCE: LITMUS

@mjhuber#DSDALNewsletters

57% of businesses vote

that email newsletters are the best type of

content for lead nurturing.

SOURCE: Marketing Sherpa

@mjhuber#DSDALUpdates

• New or expanded products/services

• Discounts & price changes• Internal shifts & hiring• Conferences & workshops• Case Studies

@mjhuber#DSDALPOV’s

• Point of View that includes: your response, opinion, solution, expertise

• Shows you are up to date, have your customer’s best interests in mind, and are an authoritative source of information

@mjhuber#DSDALA/B Test Your Emails

@mjhuber#DSDALAutomated Lead Nurture

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Homework

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@mjhuber#DSDAL

SOURCE: Kissmetrics Blog

“Focus, analytics, and pour money into the things that are working best.”

[When asked what 3 things he learned]

– Mitch Lowe (Netflix co-founder)

@mjhuber#DSDAL

Without data, you’re just another person with an opinion.

@mjhuber#DSDAL

● Measure for successes… and failures

● Check your rankings, traffic, conversions and other key metrics

● Focus on the strategies that are providing the best ROI and keep publishing

Measure!

@mjhuber#DSDALMetrics that Matter for Content Goals

Primary Content Goals Corresponding Metrics

Improve SEO Keyword rankings, Average SERP position, SERP CTR, organic pageviews and organic sessions

Educate audience Avg. time on page, pages viewed per session, return visitors, external link, brand awareness lift

Drive qualified leads Conversion rate (CVR), Cost-per-lead (CPL); Cost-per-Customer-Acquisition (CPC)

Encourage social sharing Social shares, comments, mentions

Start/own the conversation Comments, external links, shares, email forwards

Personalize brand N/A - Conduct qualitative research following content campaigns

Increase brand following Direct traffic, Email subscription growth, Unique open rate, Unique CTR, brand mentions, external links

@mjhuber#DSDALHow Mature is Your Content Marketing Strategy?

@mjhuber#DSDALTraffic and User Questions

• Does any marketing channel account for more than 50% of total traffic?

• What pages have an abnormally high bounce rate?

• What referring sites are sending a lot of visitors?

• What campaigns are driving traffic? What campaigns aren’t driving traffic?

• What pages have high exit rates? Are those pages where users should be leaving the site?

• What are the most popular pages in the search engines? What pages aren’t getting any organic traffic?

• What social network is most popular? Are you focusing on that network?

• What pages are getting a lot of search engine impressions, but no clicks?

• What pages are ranking on page 2 in the SERPs for their keywords and can be pushed up to page 1?

• What is user engagement (bounce rate, avg. time on site, etc.) for desktop vs. mobile?

• Are most users new or returning? Which segment converts better?

@mjhuber#DSDALLead Generation Questions

• Does any channel account for the majority of revenue?

• What channels have the highest conversion rate? Lowest conversion rate?

• Are there referring sites that are driving a lot of revenue?

• How does Display advertising compare to Paid Search in terms of revenue?

• What paid keywords have the highest conversion rate? Lowest conversion rate?

• What landing pages have the highest conversion rate?

• Is there a channel that is driving a lot of revenue, but not actively being focused on? Vice versa?

• Are users dropping off at a certain point in the conversion funnel?

• What is the time to purchase table look like? Sessions to purchase?

• Are new or returning visitors more likely to purchase?

• What are the demographics of those visitors who are more likely to make a reservation?

Google Analytics Dashboard

www.mywebsite.com

@dreweastmead @mjhuber@mjhuber#DSDALTest, Learn, Iterate

Google Analytics● Audience

Demographics● Acquisition

Sources● Behavior

Time on site, bounce rateUser Flow

● ConversionsContent performanceLeads, sales, downloads, subscribers

@mjhuber#DSDAL

● Where are you in relation to direct or indirect competitors?● Guide your strategy with this data to find gaps or to play catch-up

Competitive Analysis

PAGES INDEXED

KEYWORDS IN POSITIONS 1-20 KEYWORDS IN POSITIONS 1 -100

RATIO OF RANKED KEYWORDS (POSITIONS 1 - 20) TO INDEXED

PAGES

HTTPS: /YOURDOMAIN.COM/ 118 22 208 0.19

HTTP: / /WWW.COMPETITOR-ONE.COM 46 190 1052 4.13

HTTPS: / /SUBDOMAIN.COMPETITOR-ONE.COM/ 1720 3650 7316 2.12

HTTP: / /WWW.COMPETITOR-TWO.COM/ 26 158 482 6.08

HTTP: / /COMPETITOR-TWO.COM/PAGE 478 1439 4480 3.01

HTTP: / /SUBDOMAIN.COMPETITOR-TWO.COM 258 1834 3976 7.11

HTTP: / /WWW.COMPETITOR-THREE.COM 40 127 357 3.18

HTTP: / /WWW.COMPETITOR-FOUR.COM/ 10300 264 1859 0.03

@mjhuber#DSDAL

● Where are your traffic/leads/contacts coming from?● How can you optimize your sources to improve?

Sources

Organic17%

Referrals29%

Social8%

Email4%

Paid14%

Direct26%

Other2%

@mjhuber#DSDAL

● Once someone is on your site, how likely are they to convert? ● Can you optimize conversion rate by source or overall?

Sources: Conversion Rate

@mjhuber#DSDALMeasure the Bottom Line

4,286 visits1,874 downloads819 new contacts2 new customers9 assisted customers

@mjhuber#DSDAL

Opened email, clicked, visited 2 linked resources

Visitedlanding page,

downloaded hub

The Content Journey to Conversion

Forwarded an email promoting hub,

clicked CTA

@mjhuber#DSDAL

Visited multiple site pages, including

branded content

Sent direct email to marketing,

handed to sales

The Content Journey to Conversion

Read 3 onsite blogs

@mjhuber#DSDALThe Content Journey to Conversion

Became a customer!

December – End of February

Read blogs, watched videos,

attended webinars, downloaded hubs

@mjhuber#DSDAL

27-28

Putting Everything Together…

@mjhuber#DSDAL

Break!

@mjhuber#DSDALAll 8 Steps Are Important

@mjhuber#DSDAL

This is not a 30 day R.O.I.

But The Long-Term Payoffs Can Be Huge

@mjhuber#DSDAL

Fixed SEO issues and started sporadically posting content

Increased blogging to at least 2x per month

Organictrafficisupover1800% by adheringtoSEObestpracticesandpostingcontent

Industry: Business Consulting

Services: Coaching

@mjhuber#DSDAL

Started posting content weekly

Industry: Enterprise Technology

Services: SEO, Content Creation

Sincepostingcontentonaweeklybasis,organictraffichasincreased 323%

Started posting 3x per month

Sinceposting3xpermonth,organictraffichasincreased 235%

Industry: Outdoor Recreation

Services: SEO, CRO

@mjhuber#DSDAL

● It takes courage to give away something of value without the expectation of immediate return

● It takes courage to trust that your customers and prospective customers will reward you with attention and sales and loyalty at some point in the future

● It takes courage to play the long game, not the short game

It Takes Courage...

@mjhuber#DSDALWhat if we never used these words again:

● Blogging● FAQ’s● Content Marketing● Inbound Marketing● Social Media Marketing

@mjhuber#DSDAL

● Listening to What Customers are Telling You● Building your List of Interested Prospects● Communicating on a Regular Basis● Helping Your Prospects Make a Decision● Teaching or Training your Customers● Building a Learning Center● Creating Content People are Actually Searching for!

Instead Talk To Management About:

@mjhuber#DSDAL

“When prospects visit our website, do we help

solve their problems better than any of our competitors?”

@mjhuber#DSDALSix Qualities of the Most Successful Content Marketing Case Studies

Via the SalesLion

1. Education is Their Primary Focus2. The Entire Company Believes in Content

Marketing3. They Produce Their Own Content4. The Content They Produce is Educational, Honest,

and Non-Promotional5. They Aren’t Afraid to Tackle the Big Questions6. Sales and Marketing are United in Producing

Content

@mjhuber#DSDAL

The companies that truly understand these principles

are the ones doing incredible things online.

@mjhuber#DSDAL

@mjhuber#DSDALOur Training and Resources

On-Site Workshops

Content Coaching

@mjhuber#DSDALWhat We Do for our Clients

Content Marketing Strategy and Development

Profit-Driven Pay-Per-Click Management

Technical Search Engine Optimization

[email protected]@mjhuber

[email protected]@samanthakermode

Let’s Connect!

Tweet: @VerticalMeasure’sContent Marketing book is FREE

at http://vert.ms/cmworks#DSDAL

Raffle!

vert.ms/cmworks

#DSP15

Digital Summit Dallas 2017 - Mike Huber's Workshop

Marketing

Transcript of Digital Summit Dallas 2017 - Mike Huber's Workshop