Your Content Marketing Strategy - Amazon S3...2016/06/29 · Your Content Marketing Strategy What...
Transcript of Your Content Marketing Strategy - Amazon S3...2016/06/29 · Your Content Marketing Strategy What...
What’s Working NowJune 2016
Your Content Marketing
Strategy
What is Content Marketing?• It is NOT just about blogging …
• It IS about blogging, but with a purpose and a plan
• When writing content, think about who will read it
and what the end result will be
• The end result should ALWAYS have some call to
action:
• Join our email list
• Buy this product
• Join our program
• Read this article next
Should Your Content Be Like This?
What NOT to do …
• Throw new articles on your site, hoping something
sticks (like spaghetti)
• Create new content because you simply want to
keep your blog fresh
• Have no plan on why you are publishing articles
except that you need new content
A Quick Note …
Content is not just text, but can be …
Video
An interactive map
Web-based software
Images
Anything on a web page!
We’ll give an example later of content that is not
text or video …
Plan Your Content
• In your original keyword
research for your niche,
you will know what key
phrases come up most …
example for “baby
carriers”:
Plan Your Content
Plan Your Content
Keywords people search for include:
Best baby carrier
Baby wrap
baby carrier reviews
Baby Bjorn carrier
Ergonomic baby carrier
Baby wearing
Best baby carrier for newborn
470 more
Plan Your Content
More research, using Google – type in “best baby carrier for
newborns”:
Know Your Audience
Who is looking for baby carriers?
New parents
Parents with infants and toddlers
Age 18-35
Mainly middle class to upper class
Dads too!
Check Facebook as Well
What Problems Do They Need
Solving?
• What is the best baby carrier for my newborn?
• Are baby carriers safe?
• Is a baby carrier healthy for my baby?
• Is a baby carrier or a stroller better?
• Can I use my baby carrier on an airplane?
• What are the types of baby carriers?
Segment Your Audience
When researching solutions to problems people
search for, segment your audience as well:
New Dads: “A Dad’s Guide to Baby Carriers”
Parents with Twins: “Babywearing with Twins”
Parents with Newborns: “Best Baby Carrier for
Newborns”
Different Segments = Different
Offers
When thinking of your audience and the content,
always think of the end result …
New Dads -> Offer for a Baby Bjorn or Ergo Carrier
Twins -> Offer for the Weego Baby Carrier
Newborns -> Offer for the Maya Wrap
Your Content Funnel
When you are thinking of a visitor’s problem, your
solution, and a custom offer for different audiences …
… You are actually thinking of a sales funnel. When
writing new content, always keep the funnel process in
mind:
• Who am I writing for, and will they be satisfied
with my content?
• Will they then take my call to action?
Your Content Funnel
Examples of OffersOnce your customer consumes your content, what’s next?
Join your mailing list
Download your free guide
Buy the product
Join your membership service
Read this article next
Watch this video
This reduces bounce rate, as you give your visitor a clear direction on what to do next (otherwise, they will just click the back button)
Going Down the Funnel
It’s amazing how many big companies get this wrong, even in 2016! They offer a piece of content, but go no further with it.
If you are producing content for a large organization, make sure there is always a way to continue down the funnel using a clear, easy call to action
For instance, say you have a problem where your kitchen looks drab … so, you do a Google search on ideas, and realize you would like to paint your kitchen …
Blocking the FunnelSo, now you need to know what color to paint your kitchen.
Here’s the WRONG way a major company is approaching this,
even in late June 2016…
Where’s the Call to Action? I clicked the color … now what?
Not Intuitive …
It took a while to realize I have to click the paint
for options to appear … not very intriguing
options, either …
More Hoops …
Okay, save to Project List … getting tired of this …
clicking the back button now … I just want paint!!
The Right Way …
Choose a color …
DONE!
Immediate call to action … Buy Now … DONE! The
content funnel works and is clear and effective
Great Content Funnel
Behr’s color picker is a great example of a non-text
content funnel. Recap:
1. Color picker page is found in the search results for
painting-related queries
2. Customer researches a solution in the form of
picking a color
3. Customer buys paint through a clear Call to Action
button
How to Rank Your Content?
We covered the mindset on how to create a
content strategy for your website. The bigger
question is, how do you rank your content?
It has to do with this content strategy, but on
OVERDRIVE!
The “Super Article” Page
If you have a brand new site, there is a strategy
to get your website ranking fast, and with few
backlinks and no cost
• When we mean “fast”, remember, this is
organic SEO … “fast” means a few months
• This method is designed to be done FROM
SCRATCH on a brand new site
• Not your home page (though it could be), but
definitely needs a link from the home page
1. Set Your Website Up as Normal
Read the Affiliate Cheatsheet on how to set up a site, choosing a brandable domain name, and setting up your product page and initial articles
One change: A product page will have a “Super Article” … a 3000+ word piece of content!
We’ve done this, and it works … it also works on established pages that have declined in rankings
2. Create Your Super Article
• Write (or outsource to a capable writer) an
incredibly detailed piece of content … include
lots of images, video and maybe some
infographics and comparison tables
• For a new site, link out to about 20 or more
authority websites
Back to our baby carrier example …
Babygearlab.com
Baby Carrier “Super Article”
This page ranks near the top and often #1 for several
baby carrier-related search terms … and with only
backlinks from TEN unique websites and less than
100 total backlinks!
How They Did It
• Page has 3,800 words
• 48 images
• Over 20 links to within their website
• Links go to other very high quality content
pages on their website
• About 3-5 links to external authority websites
• Only 5 direct affiliate links
How To Start
• Think of a top-level topic in your niche. If you want to rank for “canning”, your article can be on “85 Awesome Canning Recipes”
• You don’t need to write content for all 85 canning recipes, but have a great header, image (and/or video), and paragraph for each of the 55 recipes
• Then a link to that recipe … you will start with links to other authority websites
• Photos and videos are fantastic for this!
Your Content Strategy
• Once your super article is finished, begin to
slowly replace these 85 links from going to an
external site to going to an article on your
website … eventually you will have 85+ canning
recipes on your website
• Your new, replacement article will also be high
quality (800+ words) with images, videos, etc
• Don’t forget the content funnel rules … each
article have a call to action (sign up for our list,
view more content, etc)
The Theory …
• For a brand new site, Google will not see you as an authority, and will rank your website low
• Because of the huge, super quality of your article with the dense content, people who do find you will stay and not bounce away
• Google will begin to notice these high quality clicks, and begin to rank you higher, and for better keywords
• Things will begin snowballing
• Do some basic linkbuilding to get things going faster
Great Technical Stats …
• In the beginning, you will link out to other websites using the “_blank” link type (the link will open in a new tab)
• Because you have 84 other canning recipes, your visitor will leave that other site and return back to yours
• Google will see the low bounce rate and high time on site, and rightfully think “Visitors keep coming back to this site … it must be quite valuable and should rank higher.”
After a Few Months …
• Google will begin to notice this super article
and the positive technical factors like bounce
rate and time on site. You will begin to rank
• Because of the length and huge amount of
useful information, you will naturally begin to
gain links and shares, boosting your authority
• It took us 9 months to rank a super article #1
for a term similar to “baby carriers”, beating
out Youtube videos and Amazon
After a Year…
• Your super article will rank high in the search
results, as well as some posts linking to it
• Google will see you as an authority, with low
bounce rate and high time on site
• When you publish new content, Google will
immediately catapult that post high in the
search engine rankings
• As long as technical factors remain great,
you will stay at or near the top
The Result
• Thousands of visitors a month in free, stable
traffic
• Low bounce rate and high time on site,
because visitors click links to other articles
• Hundreds of natural links from Pinterest,
Facebook, etc due to the useful information
Traffic in the last 12 hours …
Ranking An Older Site
• This technique works on an older site as well.
• Create a Super Article and link it off the home
page
• Link to other articles on your site (make sure
they are high quality!), and link out to other
authority sites
• Rebuild your website with new content based
on this super article. Delete or rewrite weaker
articles
Combing a Super Article with Your
Content Strategy
• Plan your content with dozens of problems
and questions through research
• List all these questions as a super article
• Grow your website by answering all these
questions, keeping the Content Funnel in
mind
Real-world examplehttp://pioneersettler.com/homesteading-skills-every-
homesteader-should-know/
#2 for “homesteading”
Real-world examplehttp://www.babygearlab.com/Best-Baby-Carrier
#3 for “baby carriers”
Q&A