Digital content best_practices

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Digital Content BestPractices Orbit Academy

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Two kinds ofvisitors. Two kinds of keyphrases. Two kinds of pages. Two kinds of conversions.

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Service Pages BlogPosts GOAL: Sell Teach SEO: Commercial intent keyphrases ($) Information intent keyphrases (?) ELEMENTS: Testimonials, examples, statistics, evidence Authors, dates, share buttons, comments CTAs: Contact Us Subscribe

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If you havemore MONEY than brains, you should focus on OUTBOUND marketing. If you have more BRAINS than money, you should focus on INBOUND marketing. Guy Kawasaki Marketing Evangelist

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Advertising Content Marketing Interrupt,Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help

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Marketing Landscape Evolution source:Upward

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Traffic x ConversionRate = $

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image source: MarcoVerch, Flickr

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SEO x CRO= $

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1. YOUR MISSION

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Where digital marketersfind practical advice on content, analytics and web design to get better results from their websites.

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Our content iswhere [audience x] gets [information y] that offers [benefit z].

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Source: Content MarketingInstitute

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Marketers who documenttheir mission statement are 3x more likely succeed

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Source: Content MarketingInstitute “Do you have an editorial mission statement?”

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Where office managersfind fun tips for the workplace to build happier, more productive teams.

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2. TOPICS

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source: keywordtool.io

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source: answerthepublic.com

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source: answerthepublic.com

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Quora.com

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Topics and focaldistance

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Topics and focaldistance Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks

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Listening to youraudience

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“Would you mindanswering this question?”

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Email asking aquestion

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Invitation to contributeto a roundup

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“Would you mindanswering this question?” “Sure! Here are a few thoughts. Is this helpful?”

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Super detailed answers...

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“Would you mindanswering this question?” “Sure! Here are a few thoughts. Is this helpful?” “Wow! This is amazing. Thanks so much!”

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...exceed their expectations

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Fast forward threeyears...

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68 questions answeredfrom round ups 76 questions answered from email interviews 27 questions answered from clients and friends 171 total questions and answers +

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Never waste agood conversation by having it in private...

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“My web designersare #@!&* and I’m tired of this $#*?!”

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“My web designersare #@!&* and I’m tired of this $#*?!” “Sounds bad. I’m listening …and taking notes”

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source: 27 ComplaintsAbout Web Design Companies, Orbit Media Why people hate their web designers

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source: 27 ComplaintsAbout Web Design Companies, Orbit Media Why people hate their web designers

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Write for theprospects in your sales funnel

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“Thanks for theproposal. But what if something like X happens?”

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“Thanks for theproposal. But what if something like X happens?” “My team is wondering, how would your team handle situation X?”

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“Thanks for theproposal. But what if something like X happens?” “Good meeting yesterday. But I’m still a bit unclear about X.” “My team is wondering, how would your team handle situation X?”

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The questions ourprospects often ask.. The most common questions...

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“How can youprotect my current rankings?”

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“How can youprotect my current rankings?” “Good question. I’ll explain...”

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“How can youprotect my current rankings?” “I’m glad you asked. I’m sending you a link.”

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“How can youprotect my current rankings?” “I’m glad you asked. I’m sending you a link.” “Looks like you’ve got that covered!”

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Topics flow fromsales to marketing

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Topics flow fromsales to marketing Content flows from marketing to sales

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Topics flow fromsales to marketing Content flows from marketing to sales

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3. HEADLINES

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What (and where)is a headline?

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source: How toWrite Great Headlines Every time you see a headline, you calculate cost / benefit

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Search vs. Social

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Works in SearchWorks in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers

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Let’s try afew…

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The 7 Habitsof Highly Effective Marketers

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The 7 Habitsof Highly Effective Marketers

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Web Design Standards:The 10 Best Practices on the Top 50 Websites

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Web Design Standards:The 10 Best Practices on the Top 50 Websites

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The Life ChangingMagic of Deleting Old Content

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The Life ChangingMagic of Deleting Old Content

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Future Proof YourSearch Rankings: 5 Tips for Semantic SEO

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Future Proof YourSearch Rankings: 5 Tips for Semantic SEO

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The data about headlinesand search

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• Secret • Powerful •Ultimate • Perfect • Best • Insane • Amazing source: Backlinko Power words in title tags…

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• Secret • Powerful •Ultimate • Perfect • Best • Insane • Amazing source: Backlinko Power words in title tags…decreased CTR by 13.9% POSITION CTR

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source: Backlinko Questions astitle tags…have CTR 14.1% higher CTR

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The data about headlinesand social

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Number of HeadlineWords and Average FB Shares source: BuzzSumo

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Number of HeadlineWords and Average FB Shares source: BuzzSumo

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Articles with 14+word headlines get… • 3x more traffic • 2x more shares • 5x more backlinks source: State of Content Marketing, SEMrush 2019

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Top Facebook HeadlineTrigram Average FB Engagements Will make you 8961 This is why 4098 Can we guess 3199 Only x in 2398 The reason is 1609 Are freaking out 1559 X stunning photos 1425 Tears of joy 1387 Is what happens 1337 Will make you cry 1287 Source: Buzzsumo

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Top Twitter HeadlineTrigrams Average Twitter Engagements This is what 174 For the first time 133 Things to know 123 X percent of 115 Will make you 114 Is the new 87 As it happened 86 First time in 80 Of all time 78 What happens when 73 Source: Buzzsumo

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Most Engaging TrigramsThat Start Headlines X reasons why These are the X things you Here are the This is what How to get This is the X stunning photos This is how X things that X of the X things to X ways to You can now This is why The x most The x best X things only How to make Why you should Source: Buzzsumo

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Most Engaging TrigramsThat End Headlines In the world Around the world In x years X years later Need to know In X days Of the year Melt your heart On social media To see this Of all time What he said Talking about it Is going viral For x years X years ago The first time See all day After x years Give you goosebumps Source: Buzzsumo

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“This is whythese 10 stunning photos will make you cry tears of joy!”

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Numbers and data

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Frontload the headlinewith impact / benefits

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Write many. Choose one!

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• CoSchedule writes25-30 headline variations • Buffer writes 25-30 headline variations • Orbit writes 5 headline variations Write many. Choose one!

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source: 2019 BloggingSurvey

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4. FORMATTING &LENGTH

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source: How Littleto Users Read? NN Group Users have time to read at most 28% of the words during an average visit 20% is more likely. Readers don’t read

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source: 5 EasyTips to Improve Every Blog Design Format for scanners

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Jason Fried Basecamp Short paragraphsget read. Long paragraphs get skimmed. Very long paragraphs get skipped.

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You’re not donepublishing a new post until you have linked to it from an old post.

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1. Headers, subheads 2.Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images Types of formatting

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source: BuzzSumo dataset:OrbitMedia.com Long content gets shared more

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source: HubSpot WordCount vs Average Linking Domains > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249 Long content gets linked to more

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source: Moz, Buzzsumo ArticleLength Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words) Long content gets more links and shares

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source: CoSchedule Long contentranks higher

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source: Curata Long contentgenerates more leads

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Long content getsmore traffic Average length of top performing content by industry source: SEMrush State of Content Marketing, 2019

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The Length /Time on Page Correlation Number of Words Time on Page 1,000 2,000 3,000 4,000 5,000 12 min 10 min 8 min 6 min 4 min 2 min 0 min

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There is nosuch thing as attention span. There is only the quality of what you are viewing... People have an infinite attention span if you are entertaining them. Jerry Seinfeld Comedy Legend

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Each piece ofcontent should be as long as necessary to cover the topic, and not one word longer.

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5. IMAGES

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One image isnot enough

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How to holdattention on long posts Add videos and images (esp. charts and diagrams) at every scroll depth

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In a desertof text, images are water. Give your readers a sip!

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6. COLLABORATION

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1. Mention themin your content 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview 5 Ways to Collaborate

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How many peopleare waiting for your article to go live? Make sure it’s not zero.

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Share and mention

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An ally increation is an ally in promotion.

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source: 2018 BloggerSurvey, Orbit Media

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If you’re notmaking friends, you’re doing it wrong.

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Friendships

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If you’re notmaking friends, you’re doing it wrong.

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What’s in itfor me?

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Eugene Schwartz Copywriting legend Copyis never written. Copy is assembled.

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Make the bestpage on the internet for your topic.

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7. Conversion Copywriting

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Type of ConversionRevenue Content Lead Customer Donor Event Registrant @ Subscriber @ Downloader (guide, ebook, whitepaper) @ Webinar Registrant @ Follower / Fan @ Member @ Reviewer @ Job Applicant @

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LEAD

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CUSTOMER

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DONOR

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image source: MarcoVerch, Flickr

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WEBSITE USABILITY STUDY,2004 vs 2016 source: NN Group

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source: NN Group Causesof User Failure

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Which of theseonline frustrations have you experienced in the last month? source: Drift, 2020

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From Answers toAction

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QUESTION ANSWER EVIDENCE CALL TO ACTION

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ANSWERS UNCERTAINTY

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“My faucet isleaking...” How soon can you come fix it? Same day, on-time service for 20 years. “I’m so glad they came right away!” Schedule a visit within 24 hours >> QUESTION ANSWER EVIDENCE CALL TO ACTION

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“I need somemarketing technology...” Does this system connect with my database? ...integrates with the top 50 platforms “Thanks for the help connecting to my system!” Logos of tools Chat with an expert about integration >> QUESTION ANSWER EVIDENCE CALL TO ACTION

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Senior housing Can Ibring my dog? Yes, we are pet friendly “My puppy Buster loves his new friends!” Discuss pet relocation with an associate > QUESTION ANSWER EVIDENCE CALL TO ACTION

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Larry and Joyce Married,kids, late 70’s, $1.5M net worth, college education, active church, media preferences: email, websites and print media Larry fell while shoveling snow. Real estate taxes went up. Narrowing their options Can we bring our dog? Is the deposit refundable? Explain refundability. Show how life is easier here. Address pet concerns. Triggers Decision Stage Q’s and Objections How we can help

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Non-medical home care Canyou help mom with her meals? Yes, our caregivers prepare healthy meals “Janice cooked the salmon perfectly!” Ask how we plan and prepare healthy meals > QUESTION ANSWER EVIDENCE CALL TO ACTION

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Jennifer (Daughter) Married, kids,late 40’s, college education, media preferences: social media, email, websites Doctor suggested that dad change his diet. He’s not taking care of himself. Early research What is included in home care? Shopping? Are care givers nurses? How much does this cost? Show how we help in the home. Explain options. Start the pricing conversation. Triggers Decision Stage Q’s and Objections How we can help

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Prospective Resident/ Adult ChildInfluencer

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Quick contact information Descriptiveheader Answers to key questions Supportive evidence Answers to key questions Call to action

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What questions doesmy audience ask before purchasing?

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What classes canI take? What degrees do you offer? Are you accredited? How long does it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this school? What are the demographics? Is there wheelchair access? Is there Spanish language support? What about demographics, diversity, LGBT? How is parking? Is it accessible by public transit? Can I use transfer credits when I apply? Life after graduation? What are the housing options? Where would I live? Is childcare available? Will I have access to faculty? Retention rates and graduation? What kind of student support is available? What about the library? What makes this company unique? When do programs start? What is the neighborhood like? Do I need to take the GRE test? What is life like for students? What have the professors done? What research? Publications? What projects can I work on? Are they paid? Is there work- study available? Is this a for profit school? Is it part of a bigger organization? What are classes like? Is there field study or internships? available? How long has this school been around? Can I talk to a professor before I apply? What is the process for applications? What if I’ve never worked in this field before? Is there a difference

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1. What washappening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.

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Joel Klettke Business CasualCopywriting We get stuck behind our screens and start writing about things that people don’t actually care about.

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They ask. Youanswer. Marcus Sheridan The Sales Lion

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Message, messengers andformats

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Movement is morepowerful than images. Images are more powerful than text.

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Sales pages have twokinds of content

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Quick contact information Descriptiveheader Answers to key questions Supportive evidence Answers to key questions Call to action

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EVIDENCE UNCERTAINTY

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There are twokinds of evidence

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pathos logos ethos

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emotion reason ethics

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heart head cred

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@crestodina

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Facts are called‘cold and hard’ for a reason. They don’t have the ability to warm hearts, which is the key to changing minds. Rob Biesenbach Author, Actor, Speaker

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Big Evidence: Dataand Statistics

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Little Evidence: Testimonialsand Stories

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7 Things toAdd To Your Testimonials

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6858 pixels ofpage Percent proof on a Oli’s speaking page

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6858 pixels ofpage 3478 pixels of proof Percent proof on a Oli’s speaking page

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Percent proof ona Oli’s speaking page 6858 pixels of page 3478 pixels of proof 51% of the page is proof

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Give them everything ...onething at a time

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Grow Your List Thatstarts with documenting your mission

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Our content iswhere [audience x] gets [information y] that offers [benefit z].

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It makes agreat CTA

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Before...

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After...

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4800% increase. Notbad!

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1.Prominence 2.Promise 3.Proof The 3 P’sof Email Signup Boxes source: Email Signup Forms, Orbit Media

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Calls to Actions

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Find and Fillthe Gaps

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What’s missing fromyour website? ...unsatisfying

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What’s missing fromyour website? ...unsatisfying ...weak

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What’s missing fromyour website? ...unsatisfying ...weak ...not compelling

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Out of contextanswers FAQ Page

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Out of contextevidence Testimonials Page

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Beware the testimonialspage

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Before and After

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www.orbitmedia.com Orbit Media Studios THANKYOU!

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