#SMX #22B @Mel66 Melissa Mackey, SMX Advanced 2016 IT’S THE CONTENT, STUPID!
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#SMX #22B @Mel66
Melissa Mackey, SMX Advanced 2016
IT’S THE CONTENT, STUPID!
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
ABOUT ME
#SMX #22B @Mel66
FRESH IS BEST
Eww
Yum!
#SMX #22B @Mel66
CHANGE IT UP ONCE IN A WHILE
ASTONISHwithnewcontent• Especiallyonbrandtermsthatpeoplemightsearchfrequently
#SMX #22B @Mel66
REMARKETING & RLSA ARE YOUR FRIENDS
Don’tshowrepeatsearchersthesameoldthing!ASTONISHwithnewads&offers!
Visit1–freetrial Visit2–whitepaper
#SMX #22B @Mel66
REMARKETING ≠ PESTERING
ASTONISHuserswithnewcontentthatmeetsthemontheirjourney• Notthesameoldpestering
thing
• 40%ofB2Bmarketersaren’ttargetingcontentatall!• Source:Conductor
#SMX #22B @Mel66
MATCH CONTENT TO BUYER JOURNEY
Buyerjourneyidentifiesneedsoftheuserateachstage
©
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPS AdGroup CurrentOffer Asset1-Day3-13 Asset2-Day14-59 Asset3-Day60-90
AdGroup1 FreeSecurityReview BusinessOwner'sSecurityBuyer'sGuide WhitePaper:Reliable,EasytoUseSecurityTechnology VideoSurveillance-$149Down
AdGroup2"ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccess
toYourFaciliRes"
WhitePaper:Reliable,EasytoUseSecurityTechnology(switchtonewCoreAccessguide
whenready)
WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down
AdGroup3 Reliable,EasyToUseSecurityTechnologyCanHelpProtectSmallBusinesses "HowSecureIsYourBusiness?"Infographic WhitePaper:SecurityToolsandTheirUnexpected
Uses MSM-$199Down
AdGroup4 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” EmployeeThe]Infographic WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down
AdGroup5 TheVisibleStore:DataPla`ormforRetailExcellence Restaurant/RetailChecklist VideoLandingPage:LASweetz MSM-$199Down
AdGroup6 TheRisksofOne-Size-Fits-AllSecurity WhitePaper:Reliable,EasytoUseSecurityTechnology BusinessOwner'sSecurityBuyer'sGuide VideoSurveillance-$149Down
AdGroup7 FiveSimpleWaysVideoCanHelpYourBusiness BusinessOwner'sSecurityBuyer'sGuide VideoLandingPage:EliteSurgical AccessControl-$149Down
AdGroup8"ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccess
toYourFaciliRes"
WhitePaper:Reliable,EasytoUseSecurityTechnology
WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down
AdGroup9 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” Don'tLetYourBusinessBecomeaCrimeStaRsRc WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down
AdGroup10 ControlandFreedomAtTheSameTime TheControlIsYours:5ReasonstoUseMSM MSMeBook/BusinessGuide VideoSurveillance-$149Down
AdGroup11 “ExperiencedSecurityPartner”and“AChecklist:ProtecRngYourBusiness” Top5VulnerabiliResforBusinessOwners BusinessOwner'sSecurityBuyer'sGuide WiredIntrusionDetecRon-$99Down
AdGroup12 SecurityExperRseforBusinessesLikeMine Checklist:ProtecRngYourBusiness MSMeBook/BusinessGuide MSM-$199Down
AdGroup13 FighRngBackAgainstWorkplaceViolence "HowSecureIsYourBusiness?"Infographic WhitePaper:Reliable,EasytoUseSecurityTechnology
WirelessIntrusionDetecRon-$99Down
#SMX #22B @Mel66
MAP CONTENT TO AD GROUPS AdGroup CurrentOffer Asset1-Day3-13 Asset2-Day14-59 Asset3-Day60-90
AdGroup1 FreeSecurityReview BusinessOwner'sSecurityBuyer'sGuide WhitePaper:Reliable,EasytoUseSecurityTechnology VideoSurveillance-$149Down
AdGroup2 "ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccesstoYourFaciliRes" WhitePaper:Reliable,EasytoUseSecurityTechnology WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down
AdGroup3 Reliable,EasyToUseSecurityTechnology "HowSecureIsYourBusiness?"Infographic WhitePaper:SecurityToolsandTheirUnexpectedUses MSM-$199Down
AdGroup4 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” EmployeeThe]Infographic WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down
AdGroup5 TheVisibleStore:DataPla`ormforRetailExcellence Restaurant/RetailChecklist VideoLandingPage:LASweetz MSM-$199Down
AdGroup6 TheRisksofOne-Size-Fits-AllSecurity WhitePaper:Reliable,EasytoUseSecurityTechnology BusinessOwner'sSecurityBuyer'sGuide VideoSurveillance-$149Down
AdGroup7 FiveSimpleWaysVideoCanHelpYourBusiness BusinessOwner'sSecurityBuyer'sGuide VideoLandingPage:EliteSurgical AccessControl-$149Down
AdGroup8 "ConsideringAccessControlforYourBusiness?”and"Easy-to-UseSoluRonsforControllingAccesstoYourFaciliRes" WhitePaper:Reliable,EasytoUseSecurityTechnology WhitePaper:FighRngBackAgainstWorkplaceViolence AccessControl-$149Down
AdGroup9 “ExperiencedSecurityPartner”and“ThreeStepstoHelpPreventWorkplaceCrime” Don'tLetYourBusinessBecomeaCrimeStaRsRc WhitePaper:TheRisksofOne-Size-Fits-All VideoSurveillance-$149Down
AdGroup10 ControlandFreedomAtTheSameTime TheControlIsYours:5ReasonstoUseMSM MSMeBook/BusinessGuide VideoSurveillance-$149Down
AdGroup11 “ExperiencedSecurityPartner”and“AChecklist:ProtecRngYourBusiness” Top5VulnerabiliResforBusinessOwners BusinessOwner'sSecurityBuyer'sGuide WiredIntrusionDetecRon-$99Down
AdGroup12 SecurityExperRseforBusinessesLikeMine Checklist:ProtecRngYourBusiness MSMeBook/BusinessGuide MSM-$199Down
AdGroup13 FighRngBackAgainstWorkplaceViolence "HowSecureIsYourBusiness?"Infographic Reliable,EasytoUseSecurityTechnology WirelessIntrusionDetecRon-$99Down
#SMX #22B @Mel66
USE TIME-BASED REMARKETING
Time-BasedRemarketingworksgreatforlongersalescycleswithoutboringtheuser
#SMX #22B @Mel66
WHAT IT LOOKS LIKE IN THE WILD
Initialvisit
2-13days
14-59days
60-90days
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
Minimumscanthrowoffyourstrategy–determinethesefirst!
#SMX #22B @Mel66
MAKE SURE YOUR AUDIENCE IS BIG ENOUGH
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE CREATION
Whataudiencesdoyouneed?• Buyerjourney
• Audiencesize
• Contentthemes
• Userbehavior
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typicalwaymarketersthinkaboutaudiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typicalwaymarketersthinkaboutaudiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typicalwaymarketersthinkaboutaudiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Typicalwaymarketersthinkaboutaudiences
#SMX #22B @Mel66
TIME-BASED REMARKETING: AUDIENCE COMBINATIONS
Howyouwanttosetupaudiences
#SMX #22B @Mel66
SOME REAL RESULTS
$52.14
$30.57
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
SearchCampaigns Time-BasedRemarkeRng
CostPerConversion
CostPerConversion
#SMX #22B @Mel66
SOME REAL RESULTS – UNSEGMENTED REMARKETING SUCKED
$52.14$30.57
$208.00
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
SearchCampaigns Time-BasedRemarkeRng
UnsegmentedremarkeRng
CostPerConversion
CostPerConversion
#SMX #22B @Mel66
RINSE & REPEAT WITH OTHER CHANNELS
Gatherdatatouseforotherchannels
ImageCredit:1SEO.com
COMINGSOON!
• CustomAudiences
• Retargeting
#SMX #22B @Mel66
MEASURE RESULTS BY CONTENT TYPE
CreateacontentIDforeachcontentasset:
• IncludeassetIDnumber,contenttype,buyerjourneystage,andanyotherpertinentinfo
ExampleofacontentID:0251_WPR_csrd
#SMX #22B @Mel66
MEASURE CONTENT PERFORMANCE IN GOOGLE ANALYTICS
• MeasureperformancebyanypartofthecontentID
• Sliceanddice
#SMX #22B @Mel66
FINALLY… LANDING PAGES!
Yourlandingpagemustastonish!Inagoodway
#SMX #22B @Mel66
RECAP
• Astonishuserswithnewcontent–keepitfresh• Remarketing≠pestering• Mapcontenttobuyerjourneyandadgroups• Usetime-basedremarketingwithcustomcombinations• Rinse&repeatwithotherchannels• UseacontentIDtotrackperformancebyassettypeandbuyerjourney• Astonishwithgoodlandingpages
#SMX #22B @Mel66
FOR MORE ON CONTENT MARKETING AND PPC
Myblogseriesoncontentmarketing:http://www.beyondthepaid.com/ppc-content-marketing-series/
#SMX #22B @Mel66
Example Title Slide:
Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,replace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditandincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
@Mel66www.beyondthepaid.com
#SMX #22B @Mel66
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THANK YOU! SEE YOU AT THE NEXT #SMX
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