Monetising ContentAligning your content strategy with your conversion objectives for superior ROI.

About This Presentation

Today I’ll share 6 great tips for monetising your content with some useful stats and examples.

Questions are welcome at the end.

Slides will be available on SlideShare later today.

Come see us at booth #50 or tweet us @castlefordmedia.

Driving Sales With Quality Content

Content

Search Social Email

Driving Sales With Quality Content

Content For Search• 92% of marketers say content marketing is effective for SEO

• Quality content will help your conversion pages get found

• 25% of consumers research on their phones while shopping

Content For Social• 27 million pieces of content are shared across the web daily

• 60% of industry messages shared on social mention brands

• Strong link between social endorsements and purchase intent

Driving Sales With Quality Content

6 tips for monetising your content

1. Define your online conversions

2. Optimise for the right keywords

3. Mine your customer data

4. Hire skilled content writers

5. Share content where it counts

6. Put content in the context of conversions

1. Define your online conversions

What do you want your content to achieve? Social shares? | Newsletter sign-ups? | White paper downloads? |

Better search rankings? | More organic traffic?

1. Define your online conversions

What is the conversion goal of your website?

• Form completion

• Purchase

• Download premium content

• Request a demo or a free trial

• Newsletter or RSS subscription

• Telephone enquiry

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1. Define your online conversions

Set up Google Analytics goals to track your conversions

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Start with some

keywords related to your

products or services

Check out the global and

local search volumes

AdWords competition gives some

insight into the organic search

competition

Consider related terms, their

respective search volumes and

competitiveness

“[Google] is trying to figure out synonyms, vocabulary and stemming so

that people don‟t have to know exactly the right word for what they‟re

trying to find … and search engine optimisation is the way to help people

find what they‟re looking for via search engines.” Matt Cutts

Use “related phrases” and “include /

exclude” tabs and similar functions

to hone your keyword research

2. Optimise for the right keywords

2. Optimise for the right keywords

Take a look at who is

buying traffic on this

keyword

Rate the pages ranking

organically for this

keyword

3. Mine your customer data

• What do your customers want?

• What questions do they ask?

• How do they describe your

products and services?

Content Challenges (marketers)...

36% Producing engaging content

97% Wowing prospects with compelling info

3. Mine your customer data

Keywords – do they have good relevance and volume; are they sending you traffic; do they drive conversions?

Your Site – what are people searching for? What questions do they ask? How do they rate your content?

Social Media – where is your target audience active? What do they talk about? What do they share?

3. Mine your customer data

Dell.com creates content around popular questions

3. Mine your customer data

Dell.com creates content around popular questions

Xbox.com encourages users to rate solutions and „how-to‟ content

3. Mine your customer data

Aussies run

2.4 million

“how to”

searches on

YouTube

every month

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Find industry fan pages to

monitor Facebook conversations

3. Mine your customer data

Search for relevant

keywords on Twitter

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Find industry fan pages to

monitor Facebook conversations

3. Mine your customer data

Search for relevant

keywords on Twitter

Look for content ideas on Q&A sites

4. Hire skilled content writers

Producing Engaging Content

Producing Enough Content

Budget to Produce Content

Lack of C-Level Buy-In

Producing a Variety of Content

No Answer

Appropriate style, tone and voice Relevant and engaging topics Search and social friendly Aligned with conversion objectives Required volume for freshness

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4. Hire skilled content writers

52 of the top monthly conversion paths start and / or end with articles from a professional content provider

Only 8 include the company blog

5. Share content where it counts

What are your niche networks?

6. Put your conversions in context

6. Put your conversions in context

INBOUND LEADS!

This article was the No.1 driver of form completions in the week it was posted

First conversion came within an hour of publishing

6. Put your conversions in context

• Relevant and consistent with the content

• Prominently positioned

• Simple and quick to complete

6. Put your conversions in context

Calls to action should be…

6 tips for monetising your content

1. Define your online conversions

2. Optimise for the right keywords

3. Mine your customer data

4. Hire skilled content writers

5. Share content where it counts

6. Put content in the context of conversions

Bookmarks

Interactive Annual Global Study 2012, Fleishman-Hillard and Harris

What is Content Marketing, Content Marketing Institute

Marketers’ Benchmarks 2011, Focus Market Research

2012 Benchmarks, Budgets and Trends, Content Marketing Institute

The 2012 State of Inbound Marketing, Hubspot

Google urges brands to invest in how-to videos, Castleford Blog

IKEA expands content marketing with YouTube channel, CMI Blog

About Castleford

Custom news, blogs and evergreen content for websites and social media.

prezi.com/what-we-do

twitter.com/castlefordmedia

info@castleford.com.au

Come see us at booth #50.