How to ELEVATE the Results of Your Content Marketing
Ian Cleary | @IanCleary
Founder RazorSocial and OutreachPlus
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I’m an Inbound and Outbound Marketer
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5 Step ELEVATE FRAMEWORK
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Build on your foundation
STEP 1
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Optimize your website ScreamingFrog.com
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Do a site audit SEMrush.com
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Start your content research
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Keywords competitors are ranking for SEMRush.com
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Find out influencers related to topics BuzzSumo.com
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Sub topics to include in your content AnswerThePublic.com
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Can you rank?Use Moz’s Opensite Explorer (OSE)
moz.com/researchtools/ose/
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Moz toolbarCan you rank? moz.com/researchtools/ose/
Content Goals and Funnels
STEP 2
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Create content for each phase of the funnel
AWARENESS
CONSIDERATION
CONVERSION
RETENTION
ADVOCACY
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BLOG POST With Content Specific Optin
Custom Audience
Map out the funnels
GOAL:
10% Conversion
Optsin?
Yes
No
Facebook Ads Landing Page
Join Webinar?
YES
YES
Email 1Email 2Email 3Email 4with offer
EMAIL SEQUENCE
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Track every stage of your funnel
Create and Publish Content
STEP 3
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Build your editorial calendar
Strategic content could be
10x more work but have
1000x more value
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Pillar content
PILLARCONTENT
YOUR WEBSITE Related ArticleFORBES
Related ArticleHUFF POST
Related ArticleINC
Related Article
ENTREPRENEUR
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The Conversation PRISM
Ranking for 527 keywords
3.27k backlinks
Links from 622 domains
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Utility
Example Pillar Content
Related ArticleFORBES
Related Article
HUFF POSTOutreachPl
us
Related Article
ENTREPRENEUR
Link301 Redirect
Broken Link
Search
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Microsite
Moving from pillar content to pillar concept
OutboundMarketing
STEP 4
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Content Pre-promotion
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Social distribution Agorapulse.com
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Email Outreach
Build backlinks
Get press mentions
Guest posts on authority websites
Influencer outreach
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Biggest problems with Email Outreach
NOT TARGETING THE RIGHT AUDIENCE
NOT ENOUGH PERSONALIZATION
NOT FOLLOWING UP
?
0
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BuzzSumo monitoring for mention links BuzzSumo.com
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Get press links
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Email outreach OutreachPlus.com
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Email outreach OutreachPlus.com
Analyze andOptimize
STEP 5
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Custom Audience
Optimize your funnel
Optsin?
Yes
No
Facebook Ads Landing Page
Join Webinar?
YES
YES
Email 1Email 2Email 3Email 4with offer
EMAIL SEQUENCE
Download
Exit Intent Pop-up
BLOG POST With Content Specific Optin
GOAL:
10% ConversionGOAL:
15% Conversion
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Not entering your funnel OptinMonster.com
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List segmentation to help with retention
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ConvertKit Abandon sequence ConvertKit.com
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Goal Visualization Google Analytics
5 Step ELEVATE FRAMEWORK
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THANK YOU
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Ian Cleary | @IanCleary
Interested in outreach?Interested in ELEVATE
RazorSocial.com OutreachPlus.com