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Content Marketing: Tips and Tools to Create Compelling Content To Attract Prospects And Search Engines
Anya CiecierskiDirector of Marketing, CAL Business SolutionsCo-Founder, ERP/CRM Software Blogs
What is Content Marketing?
Today’s Marketer
Bait:Blog Posts
White PapersCase StudiesInfographics
VideosPodcasts
NewsletterseBooks
WebcastsPress Releases
Cost?
120 Marketing Stats Charts & Graphs (PDF)
Does it Work?CAL Business Solutions Facts: FY09 vs FY12• Website Traffic up 175% (avg. 3,500 visitors a month)
• 117% increase in search engine traffic (74% of total)
• 85% increase in referral link traffic
• 4,692 referral links from ERPSoftwareBlog.com since FY09
Yeah… But I Want LEADS!!285% increase in leads from website
59% increase in closed deals from website
The GoalCreate unique, engaging, quality information people want to read
What can you say that will make people think:“This company is honest” “This company really knows their stuff”
“They are easy to understand”
“This really makes sense”“That sounds just like my business
issue”
“This is someone I can trust”“They could help me”
“This is a company I want to work with!”
“They sound smart”
1. What are you good at?
2. What do you cover with new prospects over and over again?
3. Cover industry trends and news - subscribe to Google Alerts/blogs
4. Answer a common question - browse Dynamics Community, Linked In
5. Focus on vertical markets
6. Get your company involved
7. Reach out to partners
8. Interview successful people in your industry
9. “How to” tips (blog posts and videos)
10. Repurpose old content (newsletters)
11. Dynamics white papers (stats, quotes)
12. Summarize/give your opinion
13. Tell what NOT to do
14. Curate a list
15. “Press Pass” for events
16. Custom features/projects
17. Local news
“I Have Nothing To Say”
Cornerstone ContentInvest time and resources to create at least one piece of timeless QUALITY content that
is your GO TO call to action, anytime.
Example:
CAL White Paper: 30 Questions Every CFO Must Ask About the Cost of Accounting Software
www.calszone.com/30questions
Copywriting Tips• Write the way you speak
“We will articulate how social technologies fit into Microsoft’s
vision and strategy for proactive, agile and forward-looking
business solutions that facilitate people getting the right things done while delivering better
customer experiences.” “It is also important to note a social strategy is contingent on
culturally embracing the concepts in conjunction with
the software tools themselves.”
“Business professionals need to become more productive in order to achieve their desired performance levels. As such,
they are constantly trying to evaluate which actions will drive successful business
outcomes.”
Copywriting Tips• Write the way you speak• Inject personality• Cut in half• Kill the jargon and acronyms• Record/Transcribe• Proofread• Outsource Prof’l Proofreader:
Hubspot Training Guides
Optimize Your Content• Headlines• Keywords• Links
Spoonfeed the Search Engine
Know Your Keywords• Speak the same language• Be realistic• Be targeted• Go long• Use them everywhere (but don’t stuff)
Google Keyword Research Tool
Example: Keyword StuffingOur marketing solutions services software is ideal for enterprise organization marketing software solutions
looking for help with their marketing email automation.
CAL is a Connecticut based Microsoft Dynamics GP partner focused on Microsoft Dynamics GP for Connecticut companies. Microsoft Dynamics
GP is powerful, affordable ERP/accounting/financial management software used by Connecticut companies looking to upgrade their
ERP/accounting/financial software.
Headlines & Titles• #1 Most Important • Engaging & Catchy BUT Clear & Targeted
– What is it about– Who should read it – What will they get out of it.
• Keywords!• What are first 72 characters?
Examples: White Paper Titles“The Connected Enterprise Embracing Social Technologies to Drive the Dynamic Business”
“Empowered People, Simplified Processes, and Connected Ecosystems”
“Innovating with the Microsoft Business Productivity Infrastructure”
versus
“7 Secrets the Healthiest Project-driven Organizations Know That You May Not”
“The Sales Tax Survival Guide”
“24 Wildly Creative Ways Companies Are Using Microsoft Dynamics CRM to Drive Revenue & Serve Customers”
Examples: SEO Optimized TitlesBefore: “CRM 2011 – Read Optimized Forms”After: “Make Dynamics CRM 2011 Pages Load Faster with Read Optimized Forms”
Before: Microsoft Announces Perpetual Licensing for Dynamics GP
After: Microsoft Dynamics GP Price Rising Oct 2012 - How To Be “Grandfathered In” At Lower Cost
Before: Microsoft Dynamics GP Wow Moments: Use Smartlist Builder to Find Data FasterAfter: How to use Smartlist Builder for Microsoft Dynamics GP
Better: Insider Tip: 3 Reasons to Buy Microsoft Dynamics GP Before Oct 2012 to Be “Grandfathered In” When New Pricing Released
Links/Anchor Text• Add links on keyword phrases• Link to interior pages• Link to relevant pages• 1:100 ratio• Link to build relationships
Links/Anchor Text
Click here for free white paper: “30 Questions To Ask About Cost of Accounting Software”
vs
Click here for free white paper: “30 Questions To Ask About Cost of Accounting Software”
For each link ask:
“Is This a Phrase a Prospect Would Type into Google To Find Me?”
Don’t Forget The Hook!
CALL TO ACTION
Be Selfish
Reel Them InYour Website Should Be:• Something you are proud of• Easy to customize• Full of content• Calls to action everywhere
My Bait:
White PapersBlog Posts
Case StudiesVideos
InfographicsAudio/Podcasts
White Paper Tips - Writing1) Write rough draft
– Create an outline– Convert every point (statement) in outline into a question– Answer questions as if answering an email (friendly tone)– Call to action at end
2) Send to professional editor/writer
3) Choose a GREAT title
4) Send to proofreader
5) Send to designerPublisher Designer:
Perry Marshall’s Quick Start Guide
White Paper Tips - Design• Choose easy to read fonts
• Wide margins
• Make it easy to read online AND print
• Use charts and graphics as much as possible
• Break up text with subheads and bullets (easy, digestible info)
• Call out quotes
White Paper Design That
Sells (PDF)
White Paper Promotion• Landing Page
– Provide teaser content– Don’t ask for too much info on form
• Blog Posts • Submit to Directories (MSDynamics World example)• Tweet, Linked In, • Outlook Signature• Press Release• Audio MP3 file • Email & Direct Mail• Tell clients, colleagues, referral sources
Voice 123 Prof’l VoiceoverAudio Acrobat Host Audio
VisitInsights Web Visitor TrackingBroadlook Profiler Company Lookup
Blogging Goals1. Drive traffic to your post (and your website)
2. Raise organic search results of your website
– Fresh keyword filled content
– Extra traffic
3. Establish yourself as an expert
1. Raise Organic Search Results of Your Website By Strategic Use of Links
2. Drive Traffic To Your Post (and Your Website)
3. Establish Yourself as an Expert
Who Would You Call?
1. Raise Organic Search Results of Your Website By Strategic Use of Links
2. Drive Traffic To Your Post (and Your Website)
3. Establish Yourself as an Expert
Blogging Tips1. Blog regularly (editorial calendar)
2. Get others involved (colleagues, partners, guests)
3. Build community relationships (trade links)
4. Keep an ideas file
5. Don’t worry about length
6. Try to be first
1. Raise Organic Search Results of Your Website By Strategic Use of Links
2. Drive Traffic To Your Post (and Your Website)
3. Establish Yourself as an Expert
www.textbroker.com Writing Services
CAL Blog Strategy
www.erpsoftwareblog.com
• Group blogs = less effort + more benefit• Average 3 posts per month• 4,692 total referral links ($14,000 Adwords PPC savings)• CAL blog for existing customer posts
Case Study Tips1. Select Client2. Interview project manager3. Interview client (Record/Transcribe phone call)4. Write based on standard template
Challenge » Solution » Benefits » Quotes5. Send to designer 6. Promote
www.freeconference.com Record
www.speakwrite.com Transcribe
Promote Case Study Print for sales calls Website (with short URL) Blog posts! Extract testimonials Send to referral sources (including Microsoft) Press release Mailing/email blast – prospects Client newsletter Prospect newsletter
SHORT Videos• Demos/Features• How To Tips• Events• Case Study• Meet The Team
What is Your Goal?
“Web pages with video attracted 2-3x as many monthly
visitors, doubled time on site, and achieved a 157% increase in organic traffic from search
engines.”MarketingSherpa, December
2011
Video Call To ActionAt BEGINNING and end of video:
• Tell The Viewer What Action To Take: “…head over to my website at calszone.com….and subscribe to my free monthly GP Tips e-newsletter.”
• Tell The Viewer How They Can Take The Action: “…by clicking the link below the video….there’s a subscribe button on the right hand side of every page of the website.”
• Tell The Viewer What’s In It For Them: “…Subscribers get access to a new Dynamics GP tip every month – and as a thank you for entrusting me with your email address there’s a sequence of five GP tips videos that will be delivered to your inbox over the next few days which are exclusive to subscribers.”
Video Tips• Camtasia or Screencast• Blue Snowball USB microphone ($65)• Professional editing (“Kill Your Darlings”)• Promote on:
– Website (transcribe)– Blog Posts– www.oneload.com syndication– Youtube.com – Screencast.com Video Editing & YouTube
Designwww.baumgartcreativemedia.com
YouTube Tips• Optimize for SEO• TrueView – Google Adwords for YouTube• Set up your channel
– Welcome video (focus on goal)– Delete info not related to goal– Make it easy to get to your website
• Playlists– Every video should be in at least 1 playlist– Create playlists for SEO – your video plus 3-5 popular videos from others
• Video responses– Each video can be used ONCE for video response– Build relationships (like a guest post)
The Content Marketers Video
Playbook
Video SEO [email protected]
Infographics• Complex info presented as a graphic –
perfect for visual learners
“Infographics are outstanding for bringing life to content that would otherwise be dry, uninteresting or
unshareable”-Microbrand Media
Infographic Design [email protected]
Infographic Faux PasDesign
• Dark background and small text
• “Fancy” but hard to decipher charts and graphs
• No transitions
Message • Charts and graphs that aren’t compelling
• No reason for being
Marketing Value • No reason to share
• No call to action
Infographic TipsSources To Build a Swipe File
• http://visual.ly/
• www.coolinfographics.com
• www.good.is/infographics
Infographic templates and art• www.graphicriver.net
• www.istockphoto.com
• www.thinkstock.com
Find a designer• www.elance.com
• Barb Levisay [email protected]
Infographic Promotion• Blog Posts (Use “Infographic” in the title)
• Provide embed code
• Share via social media
• Submit to directories
• Ask other bloggers
• Posters – print and mail to prospects
PodcastingAudio Blog Posts
Example: www.vicinitymanufacturing.libsyn.com– Recording: Audio Booth– Distribution: www.libsyn.com – VoiceOver: www.voice123.com– Host Audio: www.audioacrobat.com – Apply for iTunes
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Track Results
Google Analytics (free)% Increase in total visitors# of referral links (compare to adwords)# of leads generated from website (ASK!)# of closed deals from website leads
Analytics Goals:Repeat visitors: 15%Organic traffic: 40-50% of totalReferrals: 20-30% of overall trafficBounce rates going down over time-Intro to Inbound Marketing Analytics PDF
45
Good Luck!
THANK YOUPlease complete your evaluation.