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If I Build It, Who Will Come? Creating Content With Purpose in 2015
#contentMarketing
POLL
Joe Nick Cody
• How content marketing and link building are different -- yet highly complimentary marketing tactics.
• How to create content specifically designed to attract links and boost organic search traffic
• How link building is a crucial element of any content distribution plan
• 61% of nonprofit marketers use content marketing
• 35% say their organizations are effective at content marketing
• 33% have a documented content marketing strategy
http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-research/
• 15% of non profit marketers say they are successful at tracking ROI
• 69% are creating more content than they did one year ago
http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-research/
• Not always.
• Everyone is investing in content, but most businesses aren’t profiting from it.
• Content needs purpose.
• Nobody sees it.
• More important and harder than content creation
• You must have a plan. Most don’t.
• You cannot distribute content if you do not know who will want it
• Successful content marketing looks like this:
• 73% do not have a documented strategy.
• A good strategy will be designed to meet multiple objectives.
• : http://moz.com/blog/building-your-marketing-funnel-with-google-analytics
• Top of the funnel content
• Entertaining or educational content designed for specific purposes:• Attract new prospects• Build positive brand awareness
• Long Tail keyword targeting
• Identify general and broad questions your target demographic are asking
• Social shares (once you establish a following)
• Link Building
“(content marketing is)
probably going to help with links. Links will lead to rankings. Rankings will lead to being higher up in search
engines.”-- Rand Fishkin, WBF,
1/23/2015
• Different than other types of content• Evergreen vs Time-Sensitive• Blog posts vs long form content• Design Matters. A lot
The value of the links you get will generally be equivalent to the value of the content to the target audience
• Audience Research
• What does your audience value?
• Use SEMRush for Content Ideation
• http://www.semrush.com/blog/12285/ “Content Ideation for Creating Linkable Assets” -Andrew Dennis
• Comprehensive curated content• “Ultimate guide” formats
• Interviews and other ego-bait• Better do your research first!
• Genuinely useful information for free• Identify potential “content gaps”• Problems without published solutions
• Expert round-up
• Targeted outreach• Before• During• After• Always
• Content gap
• How did we know?• Audience research
• Evergreen resource
• Curated content
• Can continually promote. Don’t publish and forget it!
• Timely “newsjacking”
• The benefit of Buffer
• Sometimes, good things happen; and you don’t know why.
• Persistence leads to serendipitous success.
• Re-promote old content
• Evergreen content is powerful.
• Shared our “best content of the year” on an Inbound discussion, re-bolstering social shares and traffic to the page.
POLL
If I Build It, Who Will Come? Creating Content With Purpose in 2015
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If I Build It, Who Will Come? Creating Content With Purpose in 2015
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