How to Scale Creative Content Marketing

My Journey to SES NY

TopRankBlog.com

About Lee: Proud Dad

CEO, ConsultantSpeaker, BloggerTraveler, Foodie

@leeodden

New York| 25–28 March 2013 | #SESNY@LeeOdden

Content Marketing #1ContentMarketing

#1

Image: Shutterstock

New York| 25–28 March 2013 | #SESNY@LeeOdden

Keep or Increase B2C Content

Image: Shutterstock

86%

B2B Marketers Increase Content

Marketing Spending

54%

Source: CMI 2012

New York| 25–28 March 2013 | #SESNY@LeeOdden

SEO Has Changed. Forever.

New York| 25–28 March 2013 | #SESNY@LeeOdden

Image: Shutterstock

Mass Rush to Content Marketing

New York| 25–28 March 2013 | #SESNY@LeeOdden

What is the Result?

Girl Image: Shutterstock Velocity Partners

New York| 25–28 March 2013 | #SESNY@LeeOdden

2012 Google Insights

2012 Technorati

2012 Custom Content Council

2012 HubSpoit Graphic by 97th Floor for TopRank

New York| 25–28 March 2013 | #SESNY@LeeOdden

Failure to Plan is a Plan to Fail

What if we run out of things to say?

Where will we find

people to create all this

content?

Image credit: Shutterstock

There are only so many things we can

write about “widgets”.

We don’t have the staff to write

articles every day.

New York| 25–28 March 2013 | #SESNY@LeeOdden

Content Marketing Maturity Model

1. Stand:CuriosityNo Resources

2. Stretch:ExperimentEvaluate

3. Walk:StrategyProcessesResources in/out

4. Jog:Culture ofContent“Publisher”

5. Run:MonetizableContentIntegration

KEEPCALM

AND GET

CREATIVE

New York| 25–28 March 2013 | #SESNY@LeeOdden

http://www.hostway.com/resources/infographics-videos/stalking-dead.html

Infographic Novel

New York| 25–28 March 2013 | #SESNY@LeeOdden

What’s Missing?How will it be promoted?Can you really count on“Going Viral”?

Creative Needs Promotion: Publicized on blogs & mediaOptimized for social, searchMake it relevant & top of SERPs: “the stalking dead” “infographic novel”

Great content isn’t really great

until it gets found,consumed, &

shared.

“What are some examples of winningcreative content that are optimized and socialized?”

New York| 25–28 March 2013 | #SESNY@LeeOdden

Winning Content

tomfishburne.com

New York| 25–28 March 2013 | #SESNY@LeeOdden

Winning Content

tablespoon.com

New York| 25–28 March 2013 | #SESNY@LeeOdden

New York| 25–28 March 2013 | #SESNY@LeeOdden

New York| 25–28 March 2013 | #SESNY@LeeOdden

What’s the Payoff?

Sustainable, Quality ContentMeans A Different

Perspective

New York| 25–28 March 2013 | #SESNY@LeeOdden

Consumer Focus

DiscoverConsume

Act

New York| 25–28 March 2013 | #SESNY@LeeOdden

Optimized Content Creative

Attract

Engage

Optimize 360 Model

Convert

New York| 25–28 March 2013 | #SESNY@LeeOdden

Persona:“Admin Jane”Influences CEO

Values:= Fast= Save $= Service

Fast

Save $

Service

Blog

awareness consideration purchase retention advocacyinterest

Facebook

Byline PPC

Email Offer

Locator

Tips Articles

Newsletter

Blog

Soc Net

Ads

Press

Blog

Reviews

PPC

Discount

Loyalty

Community

VIP

Referral

Article

Media

Reviews

Blog

Display

Offers

Network

Thank You

Referral

Rewards

Content:= Topics= Keywords= Media & Channel

Optimize Across the Lifecycle

Content Sourcing Ideas

5

New York| 25–28 March 2013 | #SESNY@LeeOdden

Visualize Trends1• semrush.com• Google Keywords• Majestic SEO Anchor Text• socialmention.com• ubersuggest.com

Export CSV

wordle.net

tweet-cloud.com

New York| 25–28 March 2013 | #SESNY@LeeOdden

Your Site

• Onsite search (logged queries GA)

• Form textarea analysis• ? Queries in analytics• Google Webmaster Tools

2

New York| 25–28 March 2013 | #SESNY@LeeOdden

Frontline Staff

Sales

Customer Service

BCC FAQs to the content team

3

Image: Shutterstock

New York| 25–28 March 2013 | #SESNY@LeeOdden

Become a Publisher

Ed Cals & Media Kits: Review planned stories

Magazines: Recurring Features, Themes, Short Form, Long Form

Newspapers: Timely, Objective, Sensational

Television: Storytelling, Recaps, Previews

4

New York| 25–28 March 2013 | #SESNY@LeeOdden

Customer Journey5Buying Cycle Keywords Social Topics Content Type

Awareness housekeeping tips

Time Saving Housekeeping, Naptime Cleaning

Blog post, articles in relevant magazines

Interestrobot cleaners, automatic cleaning

What types of automated cleaners are there? Demonstration video

Consideration robot cleaner reviews

What are the best robot cleaners?

Product feature/benefit list. Comparison to competitors

Purchaserobot , Zrobot how to buy, Zrobot prices

Where can I buy a Zrobot? Store locator, geo-specific store pages, FB fan pages

Retention Zrobot cleaning tips

How to get more uses from your Zrobot

Blog posts, guest posts, video

AdvocacyZrobot fans, Zrobot accessories

Zrobot mom user group Q and A, tips

Facebook Fan page, Forum, Zrobot Newsletter

Customer Pain Points

• No time to clean• 5 small children who spill and

make messes • Light colored carpet• Cannot afford a weekly maid

Maria: Tech Savvy Mom

MariaMom

Facts Tell Stories Sell

New York| 25–28 March 2013 | #SESNY@LeeOdden

4 Content Types For Brand Storytelling

BrandStories

Repurposed

Curated

Amplification

Social

Syndication

Off Site Posts

Optimized

Evergreen

Co-Created

New York| 25–28 March 2013 | #SESNY@LeeOdden

Evergreen Content

• Original, unique to publisher• Timeless, always relevant

New York| 25–28 March 2013 | #SESNY@LeeOdden

Repurposed Content

This is a blog post with a video embedded inside of it.

There is also text below the video with show notes of key moments.

This is a PowerPointShowing images and a video embedded inside of it.

Upload videoto YouTube

Embed in a blog post withshow notes.

Post screen shots from video to Flickr.

Upload imagesand text as a story in a PowerPoint.

New York| 25–28 March 2013 | #SESNY@LeeOdden

Curated Content• Aggregate resources• Curate internal content• Curate industry news

New York| 25–28 March 2013 | #SESNY@LeeOdden

Curated Content

New York| 25–28 March 2013 | #SESNY@LeeOdden

Co-Created Content on GDocs

New York| 25–28 March 2013 | #SESNY@LeeOdden

Co-Created eBook

119,000 ViewsSlideshare

Next Most Pop:6,473 Views

New York| 25–28 March 2013 | #SESNY@LeeOdden

Practice Area(Topic -

Keyword)

Blog Posts

Industry Media Coverage

Press Releases

Contributed Articles

Guest Posts

Topical Survey“2013 Topic XYZ

Survey”

Tips & Examples

eBook

Guide to B2B

Social

Co-Created Visual eBook

with Conference

TopicalResource

Lists

Off Site Commenting

Speaking at Conferences

Prospect Brand

Networking

Social NetworkingCommunity

SEO

WebsiteCategory

Email Newsletters

New York| 25–28 March 2013 | #SESNY@LeeOdden

Content Plan Template

http://tprk.us/keyedcal

New York| 25–28 March 2013 | #SESNY@LeeOdden

Content Marketing Secret

Let Me Tell You A Secrethttp://tprk.us/cmsecrets

Image Source: Shutterstock

New York| 25–28 March 2013 | #SESNY@LeeOdden

New York| 25–28 March 2013 | #SESNY@LeeOdden

Attract

Social NetworksDirect social messagesEmail BlogSearch

PDFSlideshareLong form interviewsSingle images

Engage

ContributeDownloadSubscribeShareAttend Conference

Convert

Discover – Consume - Act

New York| 25–28 March 2013 | #SESNY@LeeOdden

You're a secret agent on a mission and you're having a rendezvous with your agency contact after pulling a dangerous undercover operation.

You now have a coveted secret. A content marketing secret.

What secret for achieving success with content marketing will you share? The content marketing world depends on it!

One Clever Question

New York| 25–28 March 2013 | #SESNY@LeeOdden

Content Marketing Thought Leaders

Shared Their“Secrets”

New York| 25–28 March 2013 | #SESNY@LeeOdden

10 Long Form Interviews

New York| 25–28 March 2013 | #SESNY@LeeOdden

B2BEnterpriseSMBToolsWin budget

EnterpriseSMBB2BToolsWin budget

EnterpriseSMBToolsWin budgetB2B

EnterpriseB2BSMBToolsWin budget

Top 10 B2B MarketingTactics

B2BEnterpriseSMBToolsWin budget

ToolsB2BEnterpriseSMBWin budget

B2BEnterpriseSMBWin budgetTools

B2BEnterpriseToolsSMBWin budget

Top 20 Content Marketing Tools

Planned Repurposing

New York| 25–28 March 2013 | #SESNY@LeeOdden

New York| 25–28 March 2013 | #SESNY@LeeOdden

All Content & Promotions Consider: “Findability” “Engagement” “Shareability”

What Happened?

1. Created Demand2. Dominated Search Results3. Event Awareness4. Registrations, Sessions

New York| 25–28 March 2013 | #SESNY@LeeOdden

Outcomes in 6 Days43,000+ views on Slideshare1,000+ PDF downloads

5000+ visits of interviews3,300+ Retweets200 “likes”130 G+100+ inbound links

New York| 25–28 March 2013 | #SESNY@LeeOdden

It’s Not Just About Customers

Attributed to Henry Ford:"If I listened to my customers, we'd still be riding horses”

To stand out to customers and above the competition, brands must take a

leadership position with their content marketing.

New York| 25–28 March 2013 | #SESNY@LeeOdden

Or Just Being More Creative

The Winning Formula:• Brand leadership• Customer empathy• Storytelling & creativity= Results!

New York| 25–28 March 2013 | #SESNY@LeeOdden

It All Sounds Good, But…Can I Really Do This?

Yes You Can

You Can Do Anything

With the Right Plan

OptimizeBook.com

Takeaways

Great content isn’t great until it’s discovered, consumed and shared.

Facts tell, stories sell.

Winning creative is about results, not awards.

Brand leadership + customer empathy & creativity = content marketing results.

New York| 25–28 March 2013 | #SESNY@LeeOdden

Thank You!@LeeOddenlee@toprankmarketing.com

TopRankMarketing.comTopRankBlog.comOptimizeBook.com

Free Download:http://tprk.us/cmsmarts13