How to Exit the Content Marketing Struggle Bus

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HOW TO EXIT THE CONTENT MARKETING STRUGGLE BUS Ronell Smith [email protected] | @ronellsmith

Transcript of How to Exit the Content Marketing Struggle Bus

Page 1: How to Exit the Content Marketing Struggle Bus

HOW TO EXIT THE CONTENT MARKETING

STRUGGLE BUS Ronell Smith

[email protected] | @ronellsmith

Page 2: How to Exit the Content Marketing Struggle Bus

The Negotiator

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Heat

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Hannibal Lecter

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Hannibal Lecter

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Engagement is a POOR CHOICE for a goal.

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How can this be?

WCG

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The struggle is real

Forrester

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96% of B2B marketers flopping!

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Engagement should be a goal; it shouldn’t

be the goal.

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Using  engagement  as  a  core  metric    is  an  excuse  for  being  unwilling  to  iden5fy  why  your  site  exists.    –  Avinash  Kaushik,  Google  

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Spy on content popularity and type

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Peruse Google for additional

details

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Find links to popular content

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#1 — How To Create Engaging Content

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Right Content

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Right Content

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Right Content

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Right Content

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Right Content

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Right Content

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QUESTIONS?

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Brand Trust Is An Essential Element

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Taking trust to the extreme

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Positive ubiquity

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I’m  here    for  you.  

Don’t  make    this  creepy.  

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Steve Jobs humanized the iPhone

launch

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Allstate makes buying

insurance interesting

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Blendtec’s CEO excited us about a

boring product

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300M views on YouTube

Crazy,  right?  

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Opportunities beyond the top 10

YouMoz

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Brand bias can work for your brand

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#2 — How To Make Brand Trust Work For You

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Brand Trust

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Brand Trust

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Brand Trust

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QUESTIONS?

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Whatchu  talkin’    ‘bout,  Ronell?  

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Where the journey typically begins

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There’s A Better Way

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Yawn…  

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P.O.U.N.D

POUND

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Network diffusion at work

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Old  Way:  BUILD  links  to  CONTENT    

Comdata SVS

Link

Link

Link Link

Link Link

Link

Link

Website Content

Link

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New  way:  SHARE  content  to  RELEVANT  social  streams  

Links

Content

Website  Content    

Links

Links

Links

Content

Content Content

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Content Loyalty: The Prize We Should All Be Fighting For

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The  shortest  path  to  a  sustainable  content  strategy  is  to  create  content  loyalty.  —MaXhew  J.  Brown,  Moz  

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Your time is limited

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A social hit buys you a little more time

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Your  opportunity  

Parse.ly

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Vulture’s magic

number: 5X

Chartbeat

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Content attributes

that lead to loyalty

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Hubspot

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The bad news is the good news: It’s a

12-17 month process

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The  majority  of  brands  will  con5nue  to  crash  and  burn  because  they  lack  the  consistency  or  the  pa5ence  to  build  a  loyal  audience.  —Joe  Pulizzi,    Content  Marke5ng  Ins5tute    

Content Marketing Institute

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Begin with a CONTENT AUDIT

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You  CAIN’T  be  serious!  

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An in-depth process

Mike King Content Audit Template

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Calculating content ROI

Content  ROI  Calculator  

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BuzzSumo

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BuzzSumo

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A simplified but valuable approach

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Moz Content

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Moz Content detailed info

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Moz  Content  topics  data  

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Moz Content’s Content Search

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Moz Content’s Content Search

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# 3 — Making Content Loyalty Work For Your Brand

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Content Loyalty

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Content Loyalty

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Content Loyalty

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Content Loyalty

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QUESTIONS?

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There is no such thing as can’t!

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Tools•  Open  Site  Explorer  

•  BuzzSumo  

•  Moz  Content  •  Keyword Explorer

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Ronell Smith Ronell Smith

[email protected]| @ronellsmith

THANK YOU


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