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Creative Content Marketing: From Strategy to Execution
Benj Arriola, a VP at Internet Marketing Inc. with over 11 years of SEO experience, emphasizes the multifaceted nature of content marketing, which includes various formats like blog posts, infographics, and videos. The document outlines a systematic content marketing process involving discovery, goal setting, persona development, content creation, and measurement. It also highlights the importance of engaging content and effective influencer outreach in enhancing conversions, SEO, and user engagement.
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Creative Content Marketing: From Strategy to Execution
- 2. Benj Arriola Work SEO VP,Internet Marketing Inc. Speaker SMX, Pubcon, IRCE, OMS, eMA, EmMeCon, SEMCon, MORCon, and more! Experience SEO: 11 years Web Design & Development: Since 1997 Chemist: Before 1997 Competitor Winner of several SEO contest winning cash and a brand new car in the 2007 SEO World Championship It’s my first time in Sydney!
- 3. Content Marketing IsNot Just Writing An Article Ideation Creation Promotion Many forms of content marketing Blog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more! Or in any combination of the above.
- 4. Our Content MarketingProcess Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer Research Promotion Measurement
- 5. Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer ResearchPromotion Measurement Discovery, Setup, Goal Setting Our Content Marketing Process Understand client’s business - Goals and messaging Identify target customer - Personas Determine which online content channels to target Develop custom content marketing roadmap - Strategy Content Hub Audit – Structure, set-up, optimization.
- 6. Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer ResearchPromotion Measurement Understand client’s business - Goals and messaging Identify target customer - Personas Determine which online content channels to target Develop custom content marketing roadmap - Strategy Content Hub Audit – Structure, set-up, optimization. Discovery, Setup, Goal Setting Our Content Marketing Process Research and Persona Development Some things to think about: Who (age, location, gender, education, job title) Environment (when, where using your site, device) Tasks (trying to complete on website) Motivation (broader desired outcome) Name/nickname Photo/icon More detailed: Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits) Go beyond keyword research, know what, how & where to write content and promote it by creating detailed persona profiles.
- 7. Some things tothink about: Who (age, location, gender, education, job title) Environment (when, where using your site, device) Tasks (trying to complete on website) Motivation (broader desired outcome) Name/nickname Photo/icon More detailed: Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider, user, gatekeeper), Buying stage, Drivers (cost, benefits) Go beyond keyword research, know what, how & where to write content and promote it by creating detailed persona profiles. Discovery, Setup, Goal Setting Our Content Marketing Process Research and Persona Development Months January February Static X Satirical Branded Meme, 1 IG (Vegas v Vegas) Motion 1 IG (Packing - Fashion Bloggers) Video IRL
- 8. Months January February Static X SatiricalBranded Meme, 1 IG (Vegas v Vegas) Motion 1 IG (Packing - Fashion Bloggers) Video IRL Discovery, Setup, Goal Setting Research and Persona Development Our Content Marketing Process Business Quarters Selling Cycles Seasons Holidays New Years Valentine's Day, President's Day St. Patrick's Day Events CES - Las Vegas M Product Launches Tablet keyboard dock Mobile battery case Deadlines Vi Pr by Company Goals Grow email marketing list by 50% Metrics Email subscriptions Email subscriptions Email subscriptions Em Site Traffic & Conversion Site Traffic & Conversion Site Traffic & Conversion Sit Co Notes Boston office opening Q1: Budget $5000
- 9. Months January February Static X SatiricalBranded Meme, 1 IG (Vegas v Vegas) Motion 1 IG (Packing - Fashion Bloggers) Video IRL Our Content Marketing Process Business Quarters Selling Cycles Seasons Holidays New Years Valentine's Day, President's Day St. Patrick's Day Events CES - Las Vegas M Product Launches Tablet keyboard dock Mobile battery case Deadlines Vi Pr by Company Goals Grow email marketing list by 50% Metrics Email subscriptions Email subscriptions Email subscriptions Em Site Traffic & Conversion Site Traffic & Conversion Site Traffic & Conversion Sit Co Notes Boston office opening Q1: Budget $5000 Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer Research Promotion Measurement Our Content Marketing Process Discovery, Setup, Goal Setting Research and Persona Development Content Creation
- 10. The Role ofLinks in Great Content Usability SearchSocial Content
- 11. Usability SearchSocial Content Search • Keyword Research •Search Volume • Competition • KEI • Keyword Count & Density • Keyword Prominence • Keyword Proximity • Keyword Order I’m bored reading your mediocre content. • Panda Update • Semantics / Word Relationships / Usage • Content Layout / Structure • User Metrics • Manual Reviews • Penguin Update (Links) • Links from Low Quality Content The Role of Links in Great Content
- 12. Usability SearchSocial Content Search • Keyword Research •Search Volume • Competition • KEI • Keyword Count & Density • Keyword Prominence • Keyword Proximity • Keyword Order I’m bored reading your mediocre content. • Panda Update • Semantics / Word Relationships / Usage • Content Layout / Structure • User Metrics • Manual Reviews • Penguin Update (Links) • Links from Low Quality Content The Role of Links in Great Content Usability • Reads Natural • Grammatically Correct • Easy to Comprehend • Evokes Emotion • Well Organized • Compelling to read and pass on to others. • Blog Post, Articles, Industry News • Good Calls to Action • Not Too Promotional • Useful, Provides Value • Compelling to read and pass on to others. • Product/Service Descriptions • Calls to action are more direct • Very promotional, detailing all major advantages.
- 13. Usability SearchSocial Content Usability • Reads Natural •Grammatically Correct • Easy to Comprehend • Evokes Emotion • Well Organized • Compelling to read and pass on to others. • Blog Post, Articles, Industry News • Good Calls to Action • Not Too Promotional • Useful, Provides Value • Compelling to read and pass on to others. • Product/Service Descriptions • Calls to action are more direct • Very promotional, detailing all major advantages. Social • Evokes Emotion • Sparks Interest • Compelling to read and pass on to others. • Calls to Action to Share to Others • Ask user opinion • Be interactive The Role of Links in Great Content
- 14. Usability SearchSocialSocial • Evokes Emotion •Sparks Interest • Compelling to read and pass on to others. • Calls to Action to Share to Others • Ask user opinion • Be interactive The Role of Links in Great Content Usability SearchSocial Content Good Quality Content = Good for Penguin and Panda, and Good for Users Good Quality Content = Compelling to share, viral, share bait, link bait Good Quality Content = Good link bait, natural links. Increase ranking.
- 15. Content Can Comein Many Forms Infographics & Infoguides Interactive Landing Page eBooks & Whitepapers Production & Animated Videos Kinetic Typography & Motion Graphics Blogs & Articles Authority Building Webinars & IRL Events Press Release & Matte Release Badge, Awards, & Recognitions
- 16. Infographics Scrolling lightbox atmaximum width. Thumbnail should not just be a smaller version of the whole infographic Configure your Opengraph image tags. Always offer the embed codes Put social sharing buttons on top and at the bottom. Never forget Pinterest to be included in your social sharing when posting infographics. After a month or two, occasionally do a reverse image search to find pages posting the image that have no links.
- 17. Infographics Campaign Goal: Craft aninfographic in order to help explain the importance and complexity of Google Authorship on IMI’s blog
- 18. Infographics Very first interactionafter seeing the infographic was contacting us right away.
- 19. Infographics Campaign Goal: Use infographicsand motion graphics to promote ticket sales of a theater. Campaign Results 1000+ new pageviews and impressions 50,000+ views on YouTube Acknowledged by top movie review blogs and major publications like Forbes.com, and other high Domain Authority/PageRank 100+ new links $50,000+ dollars in ticket sales from traffic coming from the infographics and motion graphics.
- 20. Infographics Campaign Goal: To increasepageviews, traffic, and inbound links to improve organic rankings and conversions. Campaign Results: Acknowledged industry peers many with Domain Authorities over 90 and Page Ranks between 8 and 10 Increased Pageviews by 40,000+ Avg. time on page of 5 min Hundreds of thousands of social shares Drastic improvement in SEO Picked up by Buzzfeed and converted into a video. They mentioned the source, but gave no link. After a simple request, they added it immediately.
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- 22. More Content Tips InvertedPyramid Avoid the Great Wall of Text Headings & Subheadings Images Read More… Make the hanging thought enticing
- 23. Content Suggestions Target Emotions: Funny,inspiring, interesting, bizarre, good information, good research, new discovery. Topic Examples (Emotional Triggers): Solving a problem, giving a solution Controversial post, conflicting ideas Always present both sides If you are on one side, state that it is only your opinion only and you can be wrong Invite readers to state their views Top list, trivia Anything that gives more money or saves money “Things not to do”, “how to not do” list. Inspirational / Motivational http://bit.ly/emotiontrigger
- 24. Top 50 PsychologicalTrigger Words Unknown Source Words that Evoke Positive Emotions Energize Boost Refresh Revitalize Kind Compassionate Vibrant Strong Understanding Overcome Thrive Words that Evoke Curiosity Banned Illegal Secret Taboo Covert Hidden Exposed Undercover Gentle Success Power Achieve Bright Colorful Thoughtful Positive Satisfaction Happy Health Words that Trigger Action (Induce Sales) Explosive Scientifically Proven Urgent Free Profitable Erupting Limited Time Deal Proven Tested Expert Easy Simple Money Fruitful Closing End Action Buy Lazy
- 25. Top 50 PsychologicalTrigger Words Source: Brian Clark (Copyblogger.com) / http://www.copyblogger.com/trigger-words/ Health Boost Cure Energize Flush Vibrant Hope Bright Destiny Empower Overcome Undo Anger Arrogant Cruel Greed Hate Unscrupulous Frustration Had enough? Never again… Pointless Temporary fix Tired Betrayal Burned Conspiracy Disinformation Fleece Swindle Revenge Avenge Payback Reclaim Turn the tables Vindication Forbidden Banned Controversial Exposed Insider Taboo Powerlessness Agony Floundering Helpless Paralyzed Surrender Passion Blissful Delightful Jubilant Rave Thrilled Urgency Before you forget… Deadline Limited Seize While it’s fresh on your mind…
- 26. Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer ResearchPromotion Measurement Our Content Marketing Process Influencer Research Discovery, Setup, Goal Setting Research and Persona Development Content Creation
- 27. Our Content MarketingProcess Influencer Research Discovery, Setup, Goal Setting Research and Persona Development Content Creation You post on their site. They post on your site. They re-share your content piece. Interview them, make the part of the article. Use them as a authoritative voice verifying your claims. Get them to use their social channels to help promote your content. Simply make them a friend.
- 28. Blogger Outreach Campaign Goal: Toimplement a content marketing and blogger outreach strategy to increase conversions on product landing pages.
- 29. Blogger Outreach Campaign Results: Developedkey relationships The top 30 referrers were from blogger and social sites 8% conversions from blog click-throughs Improved link profile & SEO Increase in positive product reviews Dramatic increase in sales
- 30. Our Content MarketingProcess Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer Research Promotion Measurement
- 31. Is There ContentMarketing That Is Not Link Building? What we measure in content marketing If you are doing content marketing for links alone, you might be doing it wrong. Conversions Traffic Links Engagement Social Activity
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- 33. High Converting ContentMarketing Revenue from the quiz $909,738.06 (as of May 1)
- 34. Summary Ideation Creation Promotion Contentmarketing can come in many forms like: Blog Post, Infographics, Kinetic Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers and more or in any combination of the above. Discovery, Setup, Goal Setting Research and Persona Development Content Creation Influencer Research Promotion Measurement
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