1. 1. How to Achieve Content Marketing Nirvana Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com
2. 2. https://moz.com/blog/why-good-unique-content-needs-to-die-whiteboard-friday How can we stop being good and start being 10x?
3. 3. In the last five years, Ive learned many of the differences between good and great content between good and 10x. @ROSSHUDGENS
4. 4. The answer is rarely simplistically make it great. More often, the answer is make it great and scalable. http://thecooperreview.com/10-tricks-appear-smart-meetings/
5. 5. Without scalability, greatness is often very hard and very expensive to repeat. @ROSSHUDGENS
6. 6. @ROSSHUDGENS Campaigns strike out at a big cost a cost that is sometimes the sustainability of the business.
7. 7. How can we be great with consistency?
8. 8. STAGE 1: CONTENT CREATION.
9. 9. Quality has no shortcuts.
10. 10. Is a lie told by the people who come in second.
11. 11. Great content templates arent everything, but theyre very close. http://siegemedia.com/15-content-templates-to-help-scale-quality
12. 12. If you arent making and using great templates, youre probably losing. @ROSSHUDGENS
13. 13. This is not a good content template. Template != good. I think they meant sleeping bag.
14. 14. Doing a city study? Slice, dice and invert one set of data to create 108 posts. @ROSSHUDGENS Safest Cities in America Safest Mid-Sized Cities in America Safest Small Cities in America Safest Suburbs in America Safest Cities in STATE 50x Most Dangerous Cities in America Most Dangerous Mid-Sized Cities in America Most Dangerous Small Cities in America Most Dangerous Suburbs in America Most Dangerous Cities in STATE 50x
15. 15. KWR can reveal template ideas. Search for add-on words in your space. Example = With Kids http://www.semrush.com/info/with%20kids+(full+search)
16. 16. More examples Conference Standings Packing List http://www.semrush.com/info/packing%20list+(full+search)
17. 17. Infographics can be templates too. Find concepts that can be repeated. This concept could be used for any famous founder. @ROSSHUDGENS
18. 18. Get the Spreadsheet: http://bit.ly/template-ranking Segment templates after research and prioritize based on potential per template.
19. 19. Once youve picked a template, micro-prioritize based on potential/outreach overlap. @ROSSHUDGENS
20. 20. Need occasional help? Hire Canadian talent. http://www.xe.com/currencycharts/?from=USD&to=CAD&view=5Y
21. 21. Stock photos that dont suck. http://www.stocksy.com
22. 22. Free stock photo search engine. http://www.sitebuilderreport.com/stock-up
23. 23. Buy inexpensive design assets that havent been used over and over. http://www.creativemarket.com
24. 24. Development assets that make high end content and content templates - inexpensive and quick. http://www.codecanyon.net
25. 25. For topic ideation, start with S.U.C.C.E.S. http://heathbrothers.com/download/mts-made-to-stick-model.pdf
26. 26. Add an S. Simple. Unexpected. Credible. Concrete. Emotional. Stories. Shareable.* *Credit @distilled
27. 27. Crack open a beer with your team. Beer frees up your mind to make deeper connections - and come up with great ideas. http://en.ilovecoffee.jp/posts/view/79
28. 28. Spend 20 minutes with your team jotting down every idea youve got (anonymously) on http://usecandor.com
29. 29. At the end, vote for the best and talk through your choices to see whats viable and what isnt. http://creatingminds.org/tools/brainwriting.htm/
30. 30. Have your team assess outreach potential after the meeting before formally greenlighting ideas.
31. 31. Quick hack for outreach potential whats the DA of site ranking #1 for KEYWORD blog/news?
32. 32. Make arguments not to rank for a single KW, but a wide set of KWs using the page ranking #1 for your main term in SEMRush. http://bit.ly/parenting-sem
33. 33. Want (almost) guaranteed success? Find content with social proof and replace the subject/add an adjective. Recreate it. Win.
34. 34. General language flowchart. Any other popular show/movie filming locations with foreign destinations. /r/infographics/
35. 35. Insert new group passionate about themselves. Insert anything thats changed over the years. Buzzsumo DesignTaxi: http://bit.ly/taxi-inspire
36. 36. Replace with thing that changes/is niche. Insert any relevant food around the world.
37. 37. http://www.reddit.com/r/dataisbeautiful/ Other places to look for replicable content ideas:
38. 38. BuzzSumo Infographics: http://bit.ly/buzz-infographic
39. 39. STAGE 2: CONTENT PROMOTION.
40. 40. @ROSSHUDGENS Effective relationship building = creating promotable content while doing so.
41. 41. Survey your target linking audience via email outreach for a content idea. Let them know when the post is live get shares and links easily. Leverage that communication for promoting your next piece not involving them. @ROSSHUDGENS
42. 42. The process in action.
43. 43. We surveyed 100 bloggers to find out how far in advance bloggers schedule their content so ours can be included. This is what we found.
44. 44. The average blogger plans their editorial calendar 28 days in advance of publishing.* You might be able to jam your way in there, but its not optimal for anything event based.
45. 45. When scheduling content based around holidays (4th of July, Mothers Day etc), bloggers schedule 37 days out on average. Big events/holidays mean prep and pitch your content early.
46. 46. When scheduling holiday content, bloggers plan their content calendar 54 days out on average. November/December means you need to be far far on top of it, or face distribution difficulties.
47. 47. We improved our process, created good content, and now have relationships to leverage.
48. 48. Other things were loving:
49. 49. Get aggressive submitting infographics to Reddit by hosting them on IMGUR. @ROSSHUDGENS
50. 50. Submit high-authority publications who cover your content instead of yourself for additional traction/trust. @ROSSHUDGENS Also good for multiple bursts of traffic from the same subreddit over time.
51. 51. @ROSSHUDGENS Private message Reddit power users to QA and then potentially share your content once live.
52. 52. Submit at the optimal times to Reddit to maximize views. http://www.siegemedia.com/reddit-submission-time
53. 53. Find your most shared content using Buzzsumo and submit to Reddit (if it hasnt been shared already). @ROSSHUDGENS
54. 54. Search in the moment queries to find targeted prospects. @ROSSHUDGENS
55. 55. Reach out to people who commented on other blogs covering your content they are often warm prospects. @ROSSHUDGENS
56. 56. @ROSSHUDGENS Include polls on best of X posts to incentivize mentioned to link/share with their audience to vote.
57. 57. Before creating a listacle based on a search term, research SERP and get to a # higher than others for CTR boost.
58. 58. @ROSSHUDGENS Send pitch templates and outreach possibilities to your team to improve your approach every time out.
59. 59. What is content marketing nirvana?
60. 60. 1. Build survey content through outreach using your target market. @ROSSHUDGENS Generate links/shares.
61. 61. 2. Create top-of-the- funnel content with search potential using templates.
62. 62. @ROSSHUDGENS 3. Leverage survey relationships to distribute content templates with ease/get them ranking.
63. 63. 1. Build survey content through outreach using your target market. Generate links/shares. 2. Create top-of-the- funnel content with search potential using templates. @ROSSHUDGENS 3. Leverage survey relationships to distribute content templates with ease/get them ranking.
64. 64. Kurt would be proud. @ROSSHUDGENS
65. 65. Thank You! Questions? Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com