What is the right mix of content for your brand? Find out in 5 simple steps
Post on 08-May-2015
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WHAT IS THE RIGHT MIX OF CONTENT?
@SarahGHoward @RedRocketMedia
Find out in five simple steps
One size
fits all @RedRocketMedia
Step 1
Get to know your audience
@RedRocketMedia
I mean, really get to know them….
@RedRocketMedia
Step 2
Give your site a Content audit
@RedRocketMedia
Where should you start?
Full content inventory
Quality analysis Align content with business objectives Content to support prospects through
the buying cycle
@RedRocketMedia
AWARENESS CONSIDERATION PURCHASE
Include content to nurture leads
Infographics Podcasts Videos News articles Blogs
Whitepapers Guides Newsletters E-books Webinars
Statistics FAQs Case studies Reviews Testimonials
Step 3
Get analytical
@RedRocketMedia
News Google/Organic Whitepaper Conversion
Key metrics to consider
Visits Views Bounce rate Time spent
on page
Conversions (assisted and direct)
Inbound links
Rankings
Unique & repeat visits
Social shares
Comments
News Google/ Organic Whitepaper Conversion
@RedRocketMedia
Step 4
Try it, refine it
@RedRocketMedia
You won’t know ‘til you try
Draw up an editorial calendar
Don’t be afraid of quantity
Give content time to build authority
Measure core metrics and adjust strategy accordingly
@RedRocketMedia
Step 5
Make it a company-wide
exercise @RedRocketMedia
Get all your teams involved
Sales IT Delivery
Teamwork GREAT CONTENT
@RedRocketMedia
Pre- content change
The proof is in the pudding Post-
content change
Top 10 Google rankings: Visits via content: Traffic: Social referrals: Conversions:
15
1,768
4,424
749 5
20
4,105
7,108
1,817 9
33%
132%
61%
143%
80%
@RedRocketMedia
What have we learned?
1) Become your audience
2) Capitalise on what works – scrap what doesn’t
1) Get everyone involved – yes, that
even means the sales team
2) Adopt a data-led content marketing strategy
A+
@RedRocketMedia
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