iSG Webinar: Content Strategy & SEO - How to Develop a Plan to Attract, Engage and Convert Your Target Audience

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    13-May-2015

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In this webinar, the iAPPS Success Group (iSG) will detail how to develop an effective web Content Strategy that will attract, engage, and convert your target audience through the sales funnel.

Transcript

  • 1.presented by: Join the conversation: @Bridgeline #ContentStrategy Webinar: Content Strategy & SEO A Plan to Attract, Engage and Convert Your Target Audience with your host, JR Hopwood Vice President of Digital Strategy Bridgeline.com

2. Please engage with this presentation We love feedback As the presentation is being given, we welcome your thought. Open the Questions pane and let us know whats on your mind! You can also Tweet your thoughts using #BLContentStrategy Or you can tweet @Bridgeline use #ContentStrategy 3. Were curious How do you know your content is right for your audience? #ContentStrategy or use the questions pane. @Bridgeline 4. Who is Bridgeline Digital 5. We help our customers achieve their key initiatives by leveraging leading web based technologies How We Build Customer Success No other company in the web engagement marketplace can provide for its customers the integrated solutions Bridgeline provides. Scott Liewehr, DCG 6. Ruth Stillman Digital Marketing Specialist, iAPPS Success Group BSIthaca College, MSMGH Institute of Health Professions rstillman@bridgeline.com Brian Harris Director of Digital Services, iAPPS Success Group BFASyracuse University bharris@bridgeline.com About the presenters Join the Conversation @bridgeline #ContentStrategy Visit us at: bridgeline.com Follow us: @bridgeline 7. What is Content Strategy? Brian Harris @bridgeline #ContentStrategy Wikipedia: Content strategy refers to the planning, development, and management of contentwritten or in other media. The term is particularly common in web development since the late 1990s. It is recognized as a field in user experience design but also draws interest from adjacent communities such as content management, business analysis, and technical communication. 8. Understanding what your target audience wants and adjusting your website content to attract, engage, convert and measure your success to improve the results as you continually repeat the process. What is Content Strategy? Brian Harris @bridgeline #ContentStrategy 9. Matt Cutts, Head of Googles Webspam Team Even if you do brain-dead stupid things and shoot yourself in the foot, but have good content, we still want to return it Content Strategy and Search Engine Optimization (SEO) In the context of content strategy, search engine optimization takes on new meaning Like every website, search engines are trying to give their audience the best experience possible. This means that they are getting increasingly adept at seeing the web through their audiences eyes. Search Engine Optimization becomes about understanding the Search Engine User and creating content for their needs, not those of the Search Engine Algorithms themselves. This is a huge shift in approach, and executing a new content strategy is the best solution to ensuring you are search engine optimized. 10. Why is Content Strategy important? Lets look at how most of the Internet came to be 1 5 4 32 11. Understanding Content Strategy Common Content Strategic Challenges Misalignment Website content doesnt overlap much, or at all, with topics people are searching for on the web. Underserving Website content doesnt cover many of the topics people are searching for on the web. Wild Fire Website content doesnt seem aware of the topics people are searching for on the web (hit-or-miss shooting indiscreetly at varying topics). 44%of B2B Marketers have a documented content strategy Documented content strategy makes the difference. 84% of marketers who say theyre ineffective at content marketing said they have no documented strategy Content Marketing Institute 12. Understanding Content Strategy Common Content Strategic Approaches Alignment Strategy Adjust the topics addressed Change the nature of the content Refine CTAs, goals, conversion definitions Expansion Strategy Add more topics to content Cover more about each topic Increase CTAs, goals, conversion definitions Reduction Strategy Reduce number of topics covered Cover less on each topic Limit CTAs, goals, conversion definitions 72%of B2C Marketers are creating more content than they were just a year agobut HOW are they determining what content to create? Marketing Profs 13. Why execute a content strategy? Theyre out there, looking! Your target audience, is searching for solutions like yours. Theyre out therein force, right now! In order to cause them to purchase your offerings, whether theyre products, services, or both you need to think about each step towards that goalthink AECM Attract Engage Measure to Improve Convert 14. Why execute a content strategy? If youre a funnel thinker Attract Engage Measure to Improve Convert 15. Why execute a content strategy? If youre a funnel thinker Attract Engage Measure to Improve Convert 16. Why execute a content strategy? If youre a funnel thinker Attract Engage Measure to Improve Convert 17. Audience Attraction The first part of any conversion funnel is creating awareness Using terms theyre looking for in your content will help you show up in their search results. These terms will also help with all attraction tactics: PPC, Email, Social Media, etc. Attract Engage Measure to Improve Convert 80%of Business Decision Makers prefer to get company information from a series of articles versus an advertisement. Content Marketing Institute 18. Audience Engagement Once theyve arrived, you have to captivate them Keywords & phrases drive a content road map. Relevance and good content will retain leads. Theyll stay longer & are more apt to convert. This is true on landing pages, social media, etc. Attract Engage Measure to Improve Convert 60%of Business Decision Makers say that company content helps them make better product decisions. Content Marketing Institute 19. Audience Conversion Now engaged, its time to convert AB Testing will improve results The AECM process will refine and define what conversion means to your business Allows more accurate configuration of Goals and Campaigns within your analytics Attract Engage Measure to Improve Convert 73%of B2B Marketers say they have a person who oversees their Content Strategy. Content Marketing Institute & MarketingProfs on iab.net 20. Measure to Improve Analyze your success to continually improve the outcome Results: Good Better Great Incredible. There is always room for improvement. user experience conversions. Attract Engage Measure to Improve Convert 30%of B2B marketing budgets dedicated to Content Marketing. Content Marketing Institute & MarketingProfs on iab.net 21. Content Strategy and Search Engine Optimization (SEO) Content strategy is understanding that which your target audience seeks and shaping/changing your website content to serve that need in order to Attract Engage Convert and ultimately Measure your success to Improve as you continually repeat the process. 22. The most critical part of getting where you need to be is figuring out exactly where that is and how to get there. Search engine research provides definitive guidelines for the content you should be publishing and at what frequency. Content Strategy & SEO Ruth Stillman @bridgeline #ContentStrategy 23. STEP 1: Identify your target audience Forrester Research Its important not to make assumptions Are you sure you are targeting the right audience? Have you identified relevant incidental audiences? Have you talked to members of this audience to confirm your beliefs about their needs? 24. STEP 2: Understand your target audience Stakeholder Interviews We like to start at the beginning with what the customer knows, or thinks they know, about their target audience. Stakeholder interviews are the foundation for qualitative research. User Interviews Nothing gets to the heart of what the target audience wants than to ask them directly. By asking users, you can distill many of the stakeholder observations into core truths. User interviews refine qualitative data. Keyword Research The one thing to keep in mind about users is that they are already brand aware. To understand what the largest potential market wants, look to their search habits. 36% Only 36% of content marketers feel theyre using content effectively. SocialMediaToday.com 25. STEP 3: Conduct a content inventory Examine the content across your digital presence as a whole. Develop topics, types, states, and dates: Spreadsheet While creating this spreadsheet is an exercise in tedium, when youre done maintenance is a relatively simple task. Types and States It is important when conducting an inventory to look past quantity and measure quality. What type of content is it? What mediums is it available in? Is it current? Is it well- written? When was it last updated (was it ever updated)? Topics Distilling content to its keywords gives you the ability to take an apples-to-apples look at your content compared to your audiences interests. 41%41% of B2C Marketers and 33% of B2B Marketers cite the inability to measure their content as a signidicant challenge. The Content Marketing Institute 26. STEP 4: Perform a gap analysis How does your content compare to the larger body of your audiences needs? By comparing what your audience is looking for and how your content (and perhaps that of your competition) meets that need, you begin to see the overall gap. Dont Panic! Every site has a gap. Its the intrinsic nature of the equation. 59%of content marketers will increase their efforts this year (2014). eMarketer.com 2014 Competition Rising 27. STEP 5: Develop a strategic content plan Common Content Strategy Approaches 44%of B2B Marketers have a documented content strategy Documented content strategy makes the difference. 84% of marketers who say theyre ineffective at content marketing said they have no documented strategy Content Marketing Institute Alignment Strategy Adjust topics Change nature of content Refine CTAs, goals, conversion definitions Expansion Strategy Add topics Cover each topic more Increase CTAs, goals, conversion definitions Reduction Strategy Reduce topics Cover each topic less Limit CTAs, goals, conversion definitions 28. STEP 5: Develop a strategic content plan, continued Content Calendar 60%of marketers plan to increase budgets for acquisition, retention and engagement on social media platforms such as Twitter and Facebook in 2014, with 71 percent planning to boost their overall digital marketing expenditure. MediaBistro.com Editorial calendars are used to plot social media posts, blogs, articles & website updates. Often going under the name content calendar, they can help teams plan campaigns around big events. They can also be used to keep teams on track with posting goals, serving as a reminder to keep a companys online presence active. Forbes.com 29. In its ubiquity as an industry term, content strategy has taken on myriad bloated misconceptions as to what it includes. In order to execute a successful content strategy, you must clearly define where this effort ends and others begin. What Content Strategy IS/ISNT @bridgeline #ContentStrategy 30. Content Development Content strategy directs content development Content Marketing Content marketing is a technique of publishing attractive, compelling content to attract, engage, and convert a specified audience. Information Architecture Content strategy informs IA, and IA in turn informs content development. Website Optimization Activities such as improving load time, search engine optimization, code refinement, and content organization What Content Strategy is, what it isnt Content Strategy Content Strategy Content Strategy Content Inventory Stakeholder/ User Interviews Keyword & Analytics Research Alignment Meetings Taxonomy Review Voice Definition Editorial Calendar Engagement Marketing Review 31. Here are some examples that demonstrate some of the concepts weve discussed... Examples @bridgeline #ContentStrategy 32. Example Content Strategy: Dive Rite No one understood the Dive Rite brand, its history, and the quality of the gear because Dive Rite had stopped telling its story... First attempt to fix the website backfired. Only showing up in search for branded terms, and even then, not in top position. Focus on getting traction in search engines in addition to making content stronger. Worked on optimizing for long tail searches. Resulted in a 65% increase in search traffic Independent dealer report of referrals from the Dive Rite site 3x more likely to convert to a sale. ContentMarketingInstitute.com Step 1: Develop strategy Step 2: Tell story Step 3: Engage customer Step 4: Connect off/online Step 5: Social media 33. Example Train your team: HipHop DX Goal: Produce higher quality content to increase average time on site and boost ad revenue Methodology: Research into people, process and technology Training: Workshops with team on personas and writing to incorporate SEO best practices Result: 24% increase in traffic contributing to a direct increase in revenue. Aha Media Group Content audit which detailed: Traffic patterns Top pages by section Top content pages Heat maps Top 100 pages by artist Top news content by artist 34. Example Know your users: Skytap Results: North American site traffic 210% Organic search traffic 55% Leads from online channels 97% Leads from all channels 124% Online opportunities 73% Marketing Sherpa Step 1: Set basic audience segments Step 2: Research segments Step 3: Dig deeper into each segment Step 4: Plan targeted content Step 5: Establish content review process We are not in the business of creating meaningless content garbage. 35. A. Understand your target audience and tailor your content: Attract Engage Convert Measure & Improve B. Search Engine Optimization is critical to attract qualified leads from the greatest potential source: organic search traffic C. Keyword Research Content Inventory Gap Analysis Content Plan D. AB Testing is a great way to continually improve your efforts E. Its not Content Development, Content Marketing, Information Architecture, or Website Optimization F. We LOVE to have this conversation, lets chat about it sometime! And To Summarize 36. Q&A JR Hopwood VP Digital Strategy Bridgeline Digital Brian Harris Director of Digital Services Bridgeline Digital Bridgeline Digital: @Bridgeline Join the Conversation @bridgeline #ContentStrategy Ruth Stillman Digital Marketing Specialist Bridgeline Digital 37. We hope you received actionable ideas from our show and encourage thoughts, questions, and feedback. If you found this webinar helpful, please consider engaging with us by doing the following: Visit our website: bridgeline.com Check out our eBooks, White Papers, and Blog entries Follow us on Twitter: @bridgeline Suggest new topics for future webinars Stay tuned for an email linking to recording and slides Plus ideas for how we can help you with your content strategy Thank You for joining the webinar!