Purpose-Driven Content Marketing Strategies for 2015

If I Build It, Who Will Come? Creating Content With Purpose in 2015

#contentMarketing

POLL

Joe Nick Cody

• How content marketing and link building are different -- yet highly complimentary marketing tactics.

• How to create content specifically designed to attract links and boost organic search traffic

• How link building is a crucial element of any content distribution plan

• 61% of nonprofit marketers use content marketing

• 35% say their organizations are effective at content marketing

• 33% have a documented content marketing strategy

http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-research/

• 15% of non profit marketers say they are successful at tracking ROI

• 69% are creating more content than they did one year ago

http://contentmarketinginstitute.com/2014/11/nonprofit-2015-content-marketing-research/

• Not always.

• Everyone is investing in content, but most businesses aren’t profiting from it.

• Content needs purpose.

• Nobody sees it.

• More important and harder than content creation

• You must have a plan. Most don’t.

• You cannot distribute content if you do not know who will want it

• Successful content marketing looks like this:

• 73% do not have a documented strategy.

• A good strategy will be designed to meet multiple objectives.

• : http://moz.com/blog/building-your-marketing-funnel-with-google-analytics

• Top of the funnel content

• Entertaining or educational content designed for specific purposes:• Attract new prospects• Build positive brand awareness

• Long Tail keyword targeting

• Identify general and broad questions your target demographic are asking

• Social shares (once you establish a following)

• Link Building

“(content marketing is)

probably going to help with links. Links will lead to rankings. Rankings will lead to being higher up in search

engines.”-- Rand Fishkin, WBF,

1/23/2015

• Different than other types of content• Evergreen vs Time-Sensitive• Blog posts vs long form content• Design Matters. A lot

The value of the links you get will generally be equivalent to the value of the content to the target audience

• Audience Research

• What does your audience value?

• Use SEMRush for Content Ideation

• http://www.semrush.com/blog/12285/ “Content Ideation for Creating Linkable Assets” -Andrew Dennis

• Comprehensive curated content• “Ultimate guide” formats

• Interviews and other ego-bait• Better do your research first!

• Genuinely useful information for free• Identify potential “content gaps”• Problems without published solutions

• Expert round-up

• Targeted outreach• Before• During• After• Always

• Content gap

• How did we know?• Audience research

• Evergreen resource

• Curated content

• Can continually promote. Don’t publish and forget it!

• Timely “newsjacking”

• The benefit of Buffer

• Sometimes, good things happen; and you don’t know why.

• Persistence leads to serendipitous success.

• Re-promote old content

• Evergreen content is powerful.

• Shared our “best content of the year” on an Inbound discussion, re-bolstering social shares and traffic to the page.

POLL

If I Build It, Who Will Come? Creating Content With Purpose in 2015

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If I Build It, Who Will Come? Creating Content With Purpose in 2015

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If I Build It, Who Will Come? Creating Content With Purpose in 2015

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