Post on 26-Jan-2015
description
Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com
Most of us don’t get to make content like this.
Or this.
Or this.
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Instead, we’re in charge of content
like this.
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And we’ve got to promote that.
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For us, day to day marketing involves promoting websites
that aren’t BuzzFeed.
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STEP ONE: CONTENT STRATEGY
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DEFINING BLOG FOCUS
Building content in boring verticals may be
difficult if you remain vertically siloed.
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Build in-depth personas so you know what kind of content your buyers
are looking for.
Buffer is a social media sharing platform, but their buyer persona loves many other things, so they blog
about it. Well.
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It gives their site an incredible reach. For your
boring-site blog, it may give you just enough reach to
break out of restrictive topics.
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Credit Card Processing Blog? No.
Small Business Blog? HELL Yes.
Credit Card Blog? Yes.
FOCUS ON BUILDING THE BEST DIGITAL EXPERIENCE POSSIBLE
https://www.channellock.com/category.aspx?zcid=134
FIRST IMPRESSIONS ARE MORE IMPORTANT THAN EVER
You are less likely to get repeat chances in
boring industries.http://www.lingscars.com/
Quote Source: http://bit.ly/1cBcvJ1
Your product doesn’t have to be cool, but your story does.
DON’T TAKE YOURSELF TOO SERIOUSLY
http://www.movoto.com/blog/
You must build competency in driving visits to your site without many blog subscribers or email subscriptions.
In boring industries, readers are still often very willing to make small commitments.
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STEP TWO: CONTENT DEVELOPMENT
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MATCH KWR AGAINST EXPECTED LINK #S
If there are high RD link numbers, and you can make the best resource, you probably have good
potential there.
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BUILD LINKABLE CONTENT INTO LANDING PAGES
http://geappliances.com/products/water/water_softeners.htm
BUILD LINKABLE CONTENT INTO LANDING PAGES
http://www.geappliances.com/products/water/water_heaters.htm
MAKE YOUR JOBS CONTENT
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MAKE YOUR LOCATION CONTENT
http://moz.com/blog/the-complete-guide-to-link-building-with-local-events
MAKE YOUR SUCCESS CONTENT
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BUILD NATIVE CONTENT
CREATE SURVEY CONTENT FOR CHEAP
It only costs $150 to get a statistically
significant (and interesting) survey.
http://www.google.com/insights/consumersurveys/home
GENERATE CONSUMER DATA ON YOUR SITE
http://www.softwareadvice.com/crm/userview/crm-survey/
BUILD A “SOLVE THE PROBLEMS” SECTION
http://www.homedepot.com/c/project_how_to
PROTIP: Ask customer service
reps for commonly asked questions.
BUILD CITY SPECIFIC CONTENT THEN USE STUMBLEUPON OR FACEBOOK ADS
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WRITE BETTER TITLES FOR YOUR POST/PRs
http://bit.ly/1byW9vR
GET VIRAL MARKETING INSPIRATION FROM LAUGHING SQUID
http://www.laughingsquid.com
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STEP THREE: CONTENT PROMOTION
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INCLUDE SHARE BUTTONS, BUT DON’T EMBARRASS YOURSELF
Yes.
No.
LOWER COVERAGE FRICTION
Make the press section easy to find.
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LOWER COVERAGE FRICTION
Make contact information easy to
locate on the press/news page.
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BUILD A PRESS SECTION THAT DOESN’T HURT TO LOOK AT
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BUILD A NEWS RELEASE FLYWHEEL
Twitter dedicated to PR.
Email Press List.
Good content.
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CONSIDER BULK PR PACKAGES
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SEARCH “SITE:REDDIT.COM POST SUBJECT”
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ENGAGE & NURTURE INFLUENCERSWITH HIGH-VALUE VERTICAL ROUNDUPS
TIP: Include your best posts, don’t
just link out.
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START BUILDING TRUST WITH A GOOD LOOKING SIGNATURE
http://www.siegemedia.com/pr-strategies-seos-havent-learned
Source: http://bit.ly/19gc1Hy
Content marketing is not a unicorn.
The most effective content marketers use an average
of 15 tactics. Source: http://bit.ly/1bnfUKZ
The least effective content marketers use
an average of 10. Source: http://bit.ly/1bnfUKZ
1) Test and fail. 2) Test and fail.
3) Test and succeed.
Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com