Embed Size (px)
Citation preview
How a consumer-centric strategy helps marry content and business goals
Christopher Carfi, [email protected]
Sr. Director, Content Marketing
GoDaddy
Copyright© 2018 GoDaddy Inc. All Rights Reserved.
September 2018
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 3
GoDaddy powers the world’s largest cloud platform dedicated to small, independent ventures. With 18M customers worldwide and 77M domain names under management, GoDaddy is the place people come to name their idea, build a professional website, attract customers and manage their work.
We all strive for our goals
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 4
customergoals
brandgoals
salesgoals
If we meet the customer’s goals, other goals will follow
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 5
customergoals
brandgoals
salesgoals
Your first job is to fulfill the customer’s need
Information — The facts and answers to my questions I am looking for
Inspiration — Someday I’d like to…
Guidance — How do I…?
Roadmaps — Where do I go next?
Benchmarks — How am I doing versus where I should be?
Empathy & Belonging — Do they understand me? Am I part of the tribe?
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 6
Information
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 7
Inspiration
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 8
Guidance
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 9
Roadmaps
Benchmarks
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 11
Empathy & Belonging
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 12
Driven by intent
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 13
Be where your customers are, in the format they want
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 14
Content creation and delivery comes in many forms
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 15
Curate great customer stories
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 16
Anima e Cuore, Small Business Stories contest winner
The key to getting to scale: Organizational alignment
• Content marketing playbook
• Brand guide
• Scaling production
• Scaling internationally
• Content calendar
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 17
Secret sauce – the global content marketing playbook
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 18
Sample content, p. 43
The Checklist
☐ Clear topic/focused search phrase
☐ Compelling title, includes topic
☐ Strong intro paragraph, includes topic
☐ First subheading includes topic phrase
☐ Summary list sections
☐ Sections with subheadings match summary
☐ Images optimized for size
☐ Images include alt text
☐ Embed videos, if available
☐ Add links to related content
☐ Recap main points with closing statement
☐ Final CTA to website, product, or email capture
☐ Include metadata from tag taxonomy
☐ Include social sharing metadata
☐ Full QA before submitting or scheduling43
Results matter:Know where you are going and track progress and results, relentlessly
19 Source: https://geoffkenyon.com/free-template-google-data-studio-seo-dashboard/
If we focus here
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 20
customergoals
brandgoals
salesgoals
We end up here
Copyright© 2018 GoDaddy Inc. All Rights Reserved. 21
customergoals
brandgoals
salesgoals
Q&A
Copyright© 2018 GoDaddy Inc. All Rights Reserved.
