The Science of Content Marketing
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Transcript of The Science of Content Marketing
![Page 1: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/1.jpg)
#123webinar
![Page 2: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/2.jpg)
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We drive revenue. Not just clicks and traffic.
SEM
SEO
Attribution
Display
Video
Content Creation
ROI Tracking
Social
Website Design
Conversion Optimization
/ About Webmarketing123
![Page 3: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/3.jpg)
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1. How can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123, tag your tweets with #123webinar, or type in the chat box.
Yes! We’ll email you a copy after the presentation.
FAQs
![Page 4: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/4.jpg)
#123webinar
1 Build a Brand with Quality Content If You Build It, Leads Will Come.
2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A Have Questions? Ask Away!
On the Agenda
![Page 5: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/5.jpg)
#123webinar
Forget about B2B vs. B2C.
/ Build a Brand with Quality Content
We’re all just marketers marketing to humans.
![Page 6: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/6.jpg)
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Establish brand voice and tone. Crafting a brand voice is no small feat.
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Know your company’s character.
Be honest and direct.
Write for online readers.
Connect with your audience in meaningful ways.
Check your “casual meter”.
Find out if your content resonates.
/ Build a Brand with Quality Content
![Page 7: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/7.jpg)
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Define your target audience. Adapt content to readers via buyer personas.
/ Build a Brand with Quality Content
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Job title
Industry
Skill level
Company
![Page 8: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/8.jpg)
#123webinar
1 Build a Brand with Quality Content If You Build It, Leads Will Come.
2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A Have Questions? Ask Away!
On the Agenda
![Page 9: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/9.jpg)
#123webinar
First, let the best leads find you. SEO leads cost 61% less and close 2X faster than other channels.
/ Put Your Content on the Map Inbound
Source: Hubspot, “Inbound Leads Cost 61% Less Than Outbound Leads” Source: eConsultancy, “The Inbound Marketing Explosion: Infographic”
![Page 10: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/10.jpg)
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Choose your keywords carefully 1
Use Google tools to measure demand and competition.
/ Put Your Content on the Map
![Page 11: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/11.jpg)
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Choose your keywords carefully 1 Consider what prospects will search at each stage of the funnel.
/ Put Your Content on the Map
![Page 12: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/12.jpg)
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Map keywords to relevant content. 2 Stay organized with a keyword mapping and content calendar.
/ Put Your Content on the Map
![Page 13: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/13.jpg)
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Optimize site structure for indexing. 3
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
Thematically group pages.
Create quality content within each keyword theme.
Link pages within keyword groups.
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/ Put Your Content on the Map
![Page 14: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/14.jpg)
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Get site performance up to speed. 4 Cross-device fluency is more important than ever.
/ Put Your Content on the Map
![Page 15: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/15.jpg)
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Get site performance up to speed. 4
Source: SmashingMagazine, “SEO for Responsive Websites”
Check mobile load time with Google’s PageSpeed Insights.
/ Put Your Content on the Map
![Page 16: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/16.jpg)
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Get site performance up to speed. 4
Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design”
/ Put Your Content on the Map
![Page 17: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/17.jpg)
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Master the science of being found.
/ Put Your Content on the Map Inbound
Source: Brafton, “Search Marketing Alert: 71% of Business Purchase Decisions Start with Search”
71% of business
purchases start with a search engine.
(Brafton)
57% of B2B marketers say SEO has the
biggest impact on lead gen.
(Mindjumpers)
15% lead-to-close
rate for SEO driven
Leads. (eConsultancy)
![Page 18: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/18.jpg)
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Second, amplify with outbound. Multiply content ROI with link building and automated nurture programs.
/ Put Your Content on the Map Inbound
Social SEO
SEM
Awareness
Evaluation
Purchase
![Page 19: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/19.jpg)
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Embrace link building. 1
Be wary of the Penguin, but don’t shy away from outreach!
/ Put Your Content on the Map
![Page 20: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/20.jpg)
#123webinar
Embrace link building. 1
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Get a list of your inbound links from Google Webmaster Tools.
Ask the link source to remove the link.
Use the Google disavow tool on all bad links.
Conduct a link profile audit to identify bad links.
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Resubmit your site for Google reconsideration. 5
/ Put Your Content on the Map
![Page 21: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/21.jpg)
#123webinar
Invest in an automated nurture program. 2
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Companies that automate lead management see 10% or greater increase in revenue within 6-9 months.
Source: Forrester Research; 2013 Source: Focus Research; 2013
Nurtured leads add
to the bottom line.
/ Put Your Content on the Map
![Page 22: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/22.jpg)
#123webinar
Invest in an automated nurture program. 2 Facilitate speedy sales follow up with automation software.
Source: “The Short Life of Online Sales Leads”, HBR; Nov. 2013
Companies that respond to leads within an hour after receiving a query are 7x as likely to qualify the lead.
Deliver a steady stream of relevant content designed to push leads through the funnel.
Identify what lead actions should trigger a sales call or email.
/ Put Your Content on the Map
![Page 23: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/23.jpg)
#123webinar
Invest in an automated nurture program. 2 Remarket to prospects that have already visited your site with paid social and search advertising.
/ Put Your Content on the Map
![Page 24: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/24.jpg)
#123webinar
1 Build a Brand with Quality Content If You Build It, Leads Will Come.
2 Put Your Content on the Map Deploy a Smart Blend of Inbound & Outbound.
3 Live Q&A Have Questions? Ask Away!
On the Agenda
![Page 25: The Science of Content Marketing](https://reader030.fdocuments.net/reader030/viewer/2022020301/588235951a28ab31228b4f35/html5/thumbnails/25.jpg)
#123webinar e: [email protected] t: 800. 619. 1570
Let’s Talk!
Get a 2nd opinion on your content strategy.
In a 30 minute consultation, learn:
ü Where you rank in relation to competitors
ü Measure revenue opportunity from Search & Content ü What you can do to accelerate results now
Mike Turner, Webmarketing123 Director of Business Development
Thanks!