How to Think Like a Content Marketer

@DavidMChris

Website

Event

Blog

Post

Post

Post

Definitive

Content

Website

Referring

Converting

Traffic

Link

Bait

Ego

Bait

David Christopher

How to Think Like

a Content Marketer

@DavidMChris

Journalism

Audience Development

SEO

Content Marketing

@DavidMChris

Traditional Journalist

Creates Content

Content Marketer

Plans Content

Creates Content

Promotes Content

Grows Audience

Evaluates Reception

Adjusts Behavior

Vs.

@DavidMChris

Question 1:

What is the goal

of this content?

@DavidMChris

Content Social

OutreachSearch

Blog

Website

Email

Photos

Video

Events

Graphics

Podcasts

Research

Webinars

Usability

CRO

Post

Grow Audience

Reputation Mngt.

Paid

Engage

Curate

Kw. Research

On-Page SEO

Link Building

Technical SEO

SERP Messaging

Engagement

Retargeting PPC

Influencers

Webmasters

Media/PR

Collaborators

Beneficiaries

Friends

Question 2:

What is the

promotion plan?

Inbound Marketing

@DavidMChris

Social

OutreachSearch

Content

Traditional

Journalist

@DavidMChris

@DavidMChris

Social

Search Outreach

Content

@DavidMChris

@DavidMChris

OutreachSearch

SocialContent

Socia

l

Media

@DavidMChris

@DavidMChris

Search

Content Social

Outreach

@DavidMChris

@DavidMChris

Content Social

Lin

k B

uild

er

OutreachSearch

@DavidMChris

@DavidMChris

Social

OutreachSearch

Content

SEO

@DavidMChris

@DavidMChris

SocialContent

@DavidMChris

Search Outreach

@DavidMChris

Flickr: Wesley Eller

@DavidMChris

Your Audience

Potential Customers

Desirable

Audience

Irrelevant

Audience

Highly

Desirable

Audience

@DavidMChris

Your Audience

Potential Customers

Desirable

Audience

Irrelevant

Audience

Get in front of these

Highly

Desirable

Audience

@DavidMChris

Your Audience

Potential Customers

Desirable

Audience

Irrelevant

Audience

Highly

Desirable

Audience

Ignore these

@DavidMChris

Digital

Marketing

Channels

@DavidMChris

Paid: SEO increased quality score. Lower CPC = more traffic

Referral: Content Marketing built links that drove traffic

Social: Social media following grew, website content shared

Organic: SEO, links & social engagement led to ranking higher

Direct: Stronger online presence resulted in more direct traffic

Work Together

@DavidMChris

Average

Conversion

Source39%

31%

23%

6%1%

Organic Search

Direct

Paid Search

Referral

Social Network

* Sample: 25 BigWing Clients with SEO, Content Marketing & PPC (Last Click Attribution)

@DavidMChris

Travel

Neighborhood Bad

Neighborhood

@DavidMChris

@DavidMChris

Outreach

SocialGoals

Promotion

Search

Content

Website

Events

Link Building

Tactic: Events Link Building

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Avg. Dom. Authority

Problem

National Event Dir. 83 Nofollow

Local Media Event Dir. 62 Listings Disappear

Local Event Dir. 31 Some Listings Disappear

17 Links Built

18 Minutes per Link

@DavidMChris

@DavidMChris

Timeframe: 2 Months

Client: Local Charity

Time: 5 Hours

Events Link BuildingPageviews

14

T on P

00:15

Fol.

Link Dom

11

Nofol.

Link Dom

6

Results

James Young

@DavidMChris

@DavidMChris

Social

Search

GoalsContent

Website

Promotion

Outreach

Media/PR

Tactic: Reporter Outreach

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Create a profile page for

your ‘authority’ source

• Photo

• Experience

• Expertise

• Publications

@DavidMChris

@DavidMChris

Pre-empt HARO requests

with quotable blogs

@DavidMChris

@DavidMChris

Ideal Outreach Email

@DavidMChris

@DavidMChris

Requests Answered: 41

Avg. Domain Authority: 49

Unsuccessful51%

Featured32%

Linked17%

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Timeframe: 1 Year

Client: Vet

Time: 21 Hours

@alex_broseph

Reporter OutreachPageviews

20

T on P

00:09

Fol.

Link Dom

7

Results

@DavidMChris

@DavidMChris

Engagement

• Click Through Rate (CTR)

• Dwell Time / Bounce Rate

@DavidMChris

Content Social

Search

Goals

Tactic: Monitoring Mentions Promotion

Outreach

Media/PR

Webmasters

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Naming Rights

So we built

landing pages

@DavidMChris

@DavidMChris

Social

Search

Goals

Promotion

Outreach

Media/PR

Webmasters

Content

Website

Tactic: Link Bait

@DavidMChris

@DavidMChris

Links Requested: 22

Avg. Domain Authority: 50

Link Refused55%

Link Granted45%

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Title: Wayman Tisdale &

Thunder Practice Facility

Client: Hospital

Time: 41 Hours

@alex_broseph

Link BaitPageviews

446

T on P

01:25

Fol.

Link Dom

10

Results

@DavidMChris

@DavidMChris

Search

SocialGoals

Promotion

Outreach

Content

Blog

Graphics

Post

Grow Audience

Engage

Paid ($40)

Influencers

Beneficiaries

Tactic: Ego Bait

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

10/25 Influencers

shared URL

1 Linked

@DavidMChris@DavidMChris

@DavidMChris

Title: 25 Men Every Man of

Style Should Follow

Client: Tailor

Time: 7.25 Hours

@thedanholmes

Ego BaitResults

Pageviews

375

T on P

03:28

Shares

94

Reach

12,390

Fol.

Link Dom

1

Social

81

@DavidMChris

@DavidMChris

Search

GoalsContent

Blog

Video

Promotion

Outreach

Media/PR

Influencers

Post

Engage

Social

Tactic: News Jacking

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Avg. Domain Authority = 73

@DavidMChris

@DavidMChris

Title: Ozcar

Client: University

Time: 80 Hours

@The_Atom_Ray

News Jacking

Social

2

Pageviews

540

T on P

02:07

Shares

414Fol.

Link Dom

6

Nofol.

Link Dom

4

Reach

50,824

Results

Social

2

@DavidMChris

@DavidMChris

SocialGoals

Search

Promotion

Outreach

Content

Blog

Graphics

Research

Post

Grow Audience

Paid ($50)

Engage

Kw. Research

On-Page SEO

Link Building

Engagement

Influencers

Webmasters

Media/PR

Collaborators

Tactic: Definitive Content

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Question 1:

Has it been done

already?

Question 2:

Can we do it

better?

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Involve others in

content generation

Reddit Referrals: 218

@DavidMChris

@DavidMChris

Outreached to 30 Home Owner Associations

20 contributed or shared the guide

@DavidMChris

@DavidMChris

Took 1.5 Hours with Mail Merge

Direct Traffic: 1,167

@DavidMChris

@DavidMChris@DavidMChris

@DavidMChris

Lights Installation Page:

+242% YoY pageviews

@DavidMChris

@DavidMChris

Competing

content

linked to us!

@DavidMChris

@DavidMChris

Next we pursue competing contents’ backlinks

Tool: Majestic SEO

@DavidMChris

@DavidMChris

Title: Colorado Springs

Christmas Lights Guide 2014

Client: Landscaper

Time: 14 Hours

@RachelisCunning

Definitive ContentPageviews

8,037

T on P

03:13

Shares

1,545Fol.

Link Dom

3

Nofol.

Link Dom

4

Reach

63,099

Social

25

Results

Conversions

5

@DavidMChris

@DavidMChris

@DavidMChris

SocialGoals

Search

Promotion

Outreach

Content

Blog

Photos

Video

Post

Grow Audience

Engage

On-Page SEO

Friends

Influencers

Beneficiaries

Tactic: Ego Bait

@DavidMChris

@DavidMChris

@DavidMChris

@DavidMChris

@DavidMChris

@DavidMChris

Title: Ryan Drake - Drinking

Games for One

Client: Digital Conference

Time: 5 Hours

@DavidMChris

Ego BaitPageviews

331

T on P

03:37

Shares

73

Reach

24,933

Results

Conversions

6

@DavidMChris

@royceyoung

@DavidMChris

@DavidMChris

@DavidMChris

@DavidMChris

Title: Royce Young Video

Client: Digital Conference

Time: 4 Hours

@DavidMChris

Ego BaitPageviews

394

T on P

05:03

Shares

2

Results

Fol.

Link Dom

2

@DavidMChris

@DavidMChris

SocialGoals

Search

Promotion

Outreach

Content

Blog

Photos

Video

Post

Grow Audience

Engage

On-Page SEO Influencers

Tactic: Syphoning Search

@DavidMChris

@DavidMChris

@DavidMChris

@DavidMChris

Client: Digital Conference

Time: 30 minutes

@DavidMChris

Syphoning SearchPageviews

686

T on P

02:43

Results

Fol.

Link Dom

1

Conversions

1

Social

27

Email

42

@DavidMChris

@DavidMChris

Goals

Content Social

OutreachSearch

Blog

Website

Email

Photos

Video

Events

Graphics

Research

Webinars

Usability

CRO

Post

Grow Audience

Reputation Mngt.

Paid

Engage

Curate

Kw. Research

On-Page SEO

Link Building

Technical SEO

SERP Messaging

Engagement

Influencers

Webmasters

Media/PR

Collaborators

Beneficiaries

Friends

Tactic: Events

Link Building

@DavidMChris

@DavidMChris

Title: Confluence conference

Client: BigWing Interactive

Timeframe: 2 years

Time: 320 Hours

Events Link BuildingPageviews

21,815

T on P

02:21

Shares

3,865Fol.

Link Dom

87

Nofol.

Link Dom

26

Reach

1m+

Social

756

Results

Clients: 3

Tickets: 300

Hires: 2

@DavidMChris

Email

240

@DavidMChris

@DavidMChris

Website

“Nobody wants to

feature my website.”

@DavidMChris

Website

Event

Blog

Post

Post

Post

Definitive

Content

Website

Referring

Converting

Traffic

Link

Bait

Ego

Bait

Build

Great

Content

@DavidMChris

Tactics without strategy is the noise

before defeat.”

- Unknown

@DavidMChris

- Foster a Community of Content Creators- Identify SEO Opportunities- Create Content to Rank- More Eyeballs = More Links- Sell Advertising Against Content

The Community (about.com)

@DavidMChris

- Immerse in Industry Content- Curate the Space- Blog to Knowledge Gaps- Create Definitive Content- Engage Thought Leaders- Convert Visitors to Users

(7.5 visits before conversion)

The Curator (moz.com)

@DavidMChris

- Create Controversial Content- Adhere to a Regular Editorial Calendar - Ego Bait Others (Monday Morning Tweets) - Agro Bait Others (Local Celebs & Politicians)- Build a Social Following- Be Consistent & Create Loyal Readers- Sell Advertising

The Provocateur (thelostogle.com)

@DavidMChris

- Identify Friends/Influencers- Build Relationships- Create Content of Mutual Benefit- Distribute Together- Secure Permission Assets (Signups)- Continue the Conversation- Convert Permission to Sales

The Collaborator (hubspot.com)

@DavidMChris

- Create Content Others Want- Stand Out in your Space- Grow Social Following & Encourage Sharing- Establish Authority on a Topic- Reach Other People’s Audiences (Outreach)- Diversify into Other Media (Books/TV)

The Celebrity (thepioneerwoman.com)

@DavidMChris

David Christopher

Questions?

Snr. Inbound Marketing Manager

BigWing Interactive, Oklahoma City