Optimizing Your Content Marketing and Blog for Conversions

Optimizing Your Content Marketing and Blog for

Conversions DAN MCGAW

@Kissmetrics

#KissWebinar

@ThueLMadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up

as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him

hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Dan, one of the original growth-hackers, has lead the teams at Code School and Kissmetrics to create massive growth.

He previously founded the companies Fuelzee, Starter Studio, and Bootstrap Academy to name a few. He's

currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy.

DAN MCGAW Founder and CEO, Effin Amazing

@DanielMcgaw

@EffinAmazing

#KissWebinar

@DanielMcgaw

1 Fairy Tales and Facts

Keyword Planner is Your Friend

Create Blog Topics

Select a Topic

Hack Your Ability to Rank

2 How to Get Data Driven

3 Case Study

TABLE OF CONTENTS

Improve Current Content and Process

Redevelop Content Strategy to Attract New Customers

Launch Posts and Distribute Like a Mofo

Has Leads, Will Nurture

Fairy Tales and Facts

1

FAIRY TALE: CONTENT MARKETING IS EASY

01

FAIRY TALE: CONTENT MARKETING IS EASY

FACT: IT IS THE HARDEST AND MOST EXPENSIVE MARKETING CHANNEL

01

FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY

02

FAIRY TALE: CONTENT DRIVES TRAFFIC QUICKLY

FACT: CONTENT TAKES MONTHS TO DRIVE TRAFFIC

02

FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT

03

FAIRY TALE: CONTENT IS AN ART AND RELIES ON GUT INSTINCT

FACT: SUCCESSFUL CONTENT IS DATA DRIVEN AND SEMANTIC KEYWORD RIDDEN

03

How to Get Data Driven WITH YOUR CONTENT MARKETING

2

KEYWORD PLANNER IS YOUR FRIEND


• Enter words around your company or service



• Enter words around your competitors or enemies




• Don’t be afraid of two or three word phrases




• Don’t be afraid of two or three word phrases

• Find Search Volume

FIND WORDS THAT HAVE VOLUME

FIND WORDS THAT HAVE VOLUME

TWEET OF THE DAY

If no one is looking for your content, then no one will read

your content.

@NEILPATEL

@Kissmetrics @EffinAmazing #KissWebinar

GET KEYWORD IDEAS

USE THESE IDEAS TO CREATE BLOG TOPICS

JUST DON’T USE THE TYPOS

GOOGLE ‘HOW TO’ + ‘KEYWORD’ IN INCOGNITO

PREDICTIVE SEARCH YOUR TOPICS



SELECT A TOPIC BASED ON YOUR SEARCH


• Read the top 3 most recent posts



• Write 3 things that suck about each of them




• Think of 3 ways to make your post better





• Make it 10X better than those posts






• Use the keywords and semantics from earlier






• Use the keywords and semantics from earlier

• Distribute it like crazy!

TWEET OF THE DAY

Google loves great content, but it ranks content it can find no

matter how people search for it.

@NEILPATEL


Content Marketing is Worthless if it Doesn’t Move the Needle

CASE STUDY

3

AGENCY

CLIENT

Grow traffic, generate leads, and increase

revenue . . .

Improve Current Process and Content

CASE STUDY: STEP ONE

3.1

BLOG

ITALIAN WAS FIRST LANGUAGE

OUR COPYWRITER FIXED THAT

Redevelop Content Strategy to Attract New Customers

CASE STUDY: STEP TWO

3.2

CHUPAMOBILE

Flappy Bird The Flappy Miley Clone

“Flappy bird ruined everything.”Paolo de Santis Founder, Chupamobile

App re-skinners were ruining the site and causing

havoc in the app store

APPRENEURS

• Want to build a business or an app

• Do not have development experience

• Development shops are expensive

• Freelance Mobile Devs are flaky

CONDUCT KEYWORD AND SEARCH RESEARCH

BLOG TOPICS

• Hiring a mobile dev

• Teach people how to launch apps

• How to make money from apps

• Build apps with no code

MATCH BLOG POSTS TO EBOOK DOWNLOAD CONTENT

BUILD LANDING PAGES

LOTS OF THEM

MAKE IT EASY TO BECOME A LEAD

• CTA on bottom of blog posts



• CTA on sidebar



• CTA on sidebar

• Exit intent pop-up

CREATE CONTENT CALENDAR

Launch Posts and Distribute Like a Mofo

CASE STUDY: STEP THREE

3.3

DISTRIBUTION PROCESS FOR EVERY POST

NETWORK AND LINK

BUILD AN OUTREACH LIST

LINKEDIN IS AMAZING

AGGREGATORS HELP!

TWEET OF THE DAY

If content gets published on the internet with no one around to read it, does it still get found?

@NEILPATEL


19% INCREASE IN ORGANIC IN 3 MONTHS

696 LEADS IN 3 MONTHS

44% CONVERSION RATE

Has Leads, Will Nurture

3.4

NURTURE LEADS TO CREATE CUSTOMERS


• Downloaded guide



• Introduction to Chupa email




• How it works email




• How it works email

• Chupa success story email

TWEET OF THE DAY

Growth hacking isn’t one tactic; it is how you string tactics

together and automate them. That’s how you create growth!

@NEILPATEL


DAN MCGAW Founder and CEO, Effin Amazing

@DanielMcgaw [email protected]

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen [email protected]

Questions?

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mailto:[email protected]