Rock Content Marketing Webinar

Kabbage Kam Webinars#KabbageKam

Rock Content Marketing for Your Business:

How to Double Website Traffic & Triple Customers

@jeannabarrett

Guest Speaker:

Jeanna BarrettHead of Inbound & Con-tent MarketingKabbage, Inc.

Kabbage Kam Webinars#KabbageKam

What is content marketing?

…the creation & sharing of content for the pur-pose of acquiring or retaining customers

Blog

Site Content

NewsletterSocial Media

eBooks, webinars, white papers

Why should your business do “content marketing”?

• GOOGLE LOVES CONTENT• More than 80% of clicks in Google are organic search results• 81% people search online when making purchasing decisions• Helps customers find your business through organic search results• Positions you as a thought leader in your industry

Kabbage Kam Webinars#KabbageKam

Kabbage Kam Webinars#KabbageKam

Get Started with a Business Blog

Make sure you have a content management system (CMS).

• WordPress is our favorite. • SquareSpace is a great option

for small business

It’s always better to have your blog on your domain:

• MyBusiness.com/Blog• vs. Blog.MyBusiness.com

(subdomain)

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Who is my customer and what are their challenges?

Customer Persona 1

Psst… this is how you’ll create your content!

Think about your content calendar like a magazine you’re publishing – what are your regular monthly features?

5% = 2 posts

Small Business Advocacy

Company News

Financial Advice

Small Business Stories

General Small Biz

30% = 15 posts

15% = 8 posts40% = 20 posts

100% of 50 Posts/Mo

10% = 5 posts

Business Verticals

Carefully Categorize Your Blog Content

• Oct: • Customer

Loyalty• Nov:

• Holiday Marketing

• Dec: • Green

Marketing• Jan:

• Starting a Business

• General small business

• Financial advice

• Small business stories

• Business verticals

• Company news

• Grow Your Business

• Manage Your Business

• Innovate Your Business

• Fund Your Business

• Rock Your Business

• Start Your Business

• Blog post• Guest post• eBook• eNewsletter• Curated• Interview• Video• Webinar• Survey • Infographic

1. CONTENT THEMES

2. CONTENT BUCKETS

3. CONTENT TYPES

4. CONTENT CATEGORIE

S

Balance Your Content Strategy

Kabbage Kam Webinars#KabbageKam

Kabbage Kam Webinars#KabbageKam

Know Your Keywords (!)

Ask Yourself:1. What are your business’ most valuable

keywords?2. How would you describe problems your

business solves?3. How do your customers talk about your

product or service to others in blogs, articles, forums and social media?

4. What do you think your ideal customers might type into Google when looking for a product or service like yours?

5. Are there specific products names you sell?

6. What keywords do your competitors use on their sites and in their ads?

Create Your List

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Use Google AdWords Keyword Tool

Set up a free AdWords account :• In the “Word or Phrase”

field at the top of the main section, paste all of the keywords you’ve generated

• Leave “Website/Category blank

• Do not click “Only show ideas closely related to my search terms”

• Under “Match Types” in the left column, select “phrase”

• Click “Search”

Be sure to:• Filter out keywords with

too little or too much traffic

• Delete keywords that have too much organic search competition

• Delete keywords not relevant to your business

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Broad vs. Long Tail Keywords

• Austin Pet Store

• Kitten Sup-plies

• Dog grooming• Dinosaur col-

lar

• How to bathe a dog• Can a kitten eat tuna• Train your dog to fetch a

ball• What are the best catnips?

All Content, When Pos-sible Especially Website Con-tent

Blog Content

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WebsiteSearches Team

Brain-storm

Find Popular Content Topics:• Curated Content/Newsjack-

ing• Trending Facebook/Twitter• Google Instant search• Hashtag convos online• ContentGems.com

Customer Service

GoogleAnalyt-ics

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Free/Inexpensive Content Calendar Tools: • Trello, SmartSheet, CoSchedule (for WordPress)

Kabbage Kam Webinars#KabbageKam

Tips for Finding Content Writers

• Use websites to source inexpensive content:

o Fiverr, Élance, Scriptedo Post a job – ProBlogger job

boardo Connect with college job boards

– journalism departments

1. Negotiate prices that fit for your budget

2. Ask for examples of what they’ve written

3. Look for writers who might have an online following to help get word out

4. Put a contract in place (RocketLawyer)

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Pay Attention to Your Headline

“8 out of 10 will read your headline, but only 2 out of ten will read the rest of your content.” – CopyBlogger.com

coschedule.com/headline-analyzer

1m headlines analyzedand here's what worked: 

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Other Content Creation Tips

1. Create content consistently, but keep quality in mind

2. Use pop culture references 3. Naturally use keywords in a

post, but do not keyword stuff

4. If optimizing blogs for keywords bogs you down, just write

5. Find free images for your blog posts at PhotoPin.com

6. Breakup your post to be easily digestible• Bullets, sub heads,

images

Kabbage Kam Webinars#KabbageKam

Kabbage Kam Webinars#KabbageKam

• Schedule social media posts with custom social images (Canva, Pablo)

• Feature content in email newsletter

• Work to build a blog subscription list!

• Ask your employees to share – include link to content in email signatures

• Leverage brand ambassadors

• Leverage social influencers (build relationships)

• Share it in LinkedIn groups – be active

Kabbage Kam Webinars#KabbageKam

Kabbage Kam Webinars#KabbageKam

KISS (Keep It Simple, Silly)

Choose top 2-5 things you want to measure, and don’t overcomplicate it. Examples:

• How much organic traffic/new users to site (brand awareness)

• How many people converted from content

• What content was most read/shared• Keyword rank & change

#1: Install Google Analytics(WordPress plugins can do this for you)

*Content marketing is a marathon, not a sprint, so expect results 3-9 months after starting content creation

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Create content that solves your customers’ challenges

Incorporate keywords & basic SEO

Create content consistently & utilize freelancers, if needed

HUSSLE to dis-tribute your content

KISS your measurement

FIVE TAKEAWAYS FROM THIS WEBINAR

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Get a COMPLIMENTARYSmall Business Content Cal-

endar Templatekabb.ag/smallbiztemplate

• Color code your content calendar with a birds-eye view of your blog posts, webinars, email newsletters, company events, holidays, social media posts, and more.

• Create and follow your monthly publisher buckets.

• Track writers and cost per piece of content.

• Fill out a brief for each piece of content.

• Keep track of keywords you want to focus on.

Kabbage Kam Webinars#KabbageKam

by @jeannabarrett

Thank you!