#30DayPla n Week 4 – Creating Great Content & Using it as a Unifier
Jun 19, 2015
#30DayPlan
Week 4 – Creating Great Content & Using it as a Unifier
Series Overview
Week 1 - How to Make Google Like Your Website
Week 2 – Beyond the Website – Your Local Profiles
Week 3 – Using Social Media to Your Advantage
Week 4 – Creating Great Content & Using it as a Unifier
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Week 4 – Creating Great Content & Using it as a Unifier
Why is Content Important?
Planning Your Content Calendar
Creating & Distributing Your Content
Check in on Your Progress
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Why Content is Important
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Relevance + Authority = VisibilityGreat content attracts links = Authority
Content Fuels Inbound Marketing = Conversions
Conversions can be a sale, a newsletter sign-up, a form fill, a reservation, etc.
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Source: http://moz.com/blog/the-anatomy-of-tomorrows-inbound-marketing-strategy-today
Inbound Marketing Funnel
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
Creating Valuable Content
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Basics of Good Content
Features
Timely & Frequent
Answers a Question
Promotional – Add a Coupon!
Succinct!
Visually Appealing
Shows Company Culture
Types
Ebooks
Infographics
Case Studies
Videos
White Papers
Webinars
Google Hangouts
Data Sheets/ Online Brochures
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Day 22 – Brainstorm Helpful Content
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What questions do your customers frequently ask?How much shelving do I need for my warehouse?
What is the real estate market like currently in my neighborhood?
How much insurance do I need for my construction business?
What objections do people have before buying your product/service?
Cost
Lack of Understanding
Don’t know what the outcome will be
Persona Name: Mike Manager 35%
BackgroundJob? Career Path? Family?
• Warehouse Manager/ Operations Manager• Married, 1-2 kids• Been with the company for several years,
knows the ins an outs of business & acts as liaison between staff & owners
DemographicsGender? Age? Income? Location?
• Male• 40-50• Suburban
IdentifiersDemeanor? Communication Preference?
• Smart, personable, slightly stressed• Email, phone, live chat
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Persona Name: Mike ManagerGoalsPrimary? Secondary
• Keep business operations/warehouse running smoothly
• Retain employees
ChallengesPrimary? Secondary?
• Getting everything done with limited resources
• Convincing Billy Owner to spend money on needed upgrades for the business
• Determining how much shelving is needed for warehouse & what type
What Can We Do…to help persona achieve goals?…to help persona overcome challenges?
• Low-price guarantee, easy-to-follow video tutorials on setting up systems
• Training videos, planning eBook, planning infographic, highlight benefits of upgraded shelving systems (to convince Billy Owner)
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Persona Name: Mike Manager
Real QuotesAbout Goals & Challenges
• “We’re working with a small budget here and I need these installed in two weeks for a shipment we have coming in.”
• “I need shelving that is heavy duty, but we don’t use pallets. Which type is best?”
Common ObjectionsWhy wouldn’t they buy your product or service?
• Not sure which solution is best (delays decision)
• “Will it be too hard to set up?”• Expense
Marketing MessagingDescribe your solution to this persona.Sell your persona!
• Easy assembly at the best price around. Plenty of resources to ensure you get what you need.
• Our business offers our low-price guarantee for all of our industrial shelving solutions. Let us help you make the best decision for your business with our planning guides or live chat! @IlluminousGwen
Day 23 – Organize Ideas into Editorial Calendar
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Add content for all stages of the funnel
Create content for each of your buyer personas
Start simple & grow as you get better at producing content
Integrate Keywords
Use Calls to Action
Define your KPIs (Key Performance Indicators)
Keep your social goals in mind
Template: http://bit.ly/im-social-goals
Day 24 – Your 1st Blog Post
Start simple with a Frequently Asked Question (MOFU Content)
Two Options
1. Write the blog post yourself
2. Hire a Writer to create the blog for you1. Use your network to find freelance Writers
2. Use a service like WriterAccess.com to gain access to a pool of Writers
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Tips for Great Blogs
• Create Interesting Headlines – 6 words or less• http://www.aminstitute.com/headline/
• Use Lists• Top 5, 3 Best, 7 Ways, 10 Reasons
• Break Up Content with Sub-Headings
• Use Keywords!
• Use interesting images/visuals
• Keep it Simple Silly
• Proof Read
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Day 25 – Publish Your Blog
Create A New Blog on Your Website
When you copy from Word, be sure to first paste into a plain text editor like TextEdit (Mac) or Notepad (Windows)
Use Search Engine Friendly Titles, Descriptions, & Images
Images should be 72 ppi
Post a link to your blog post on your social media channels
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Day 26 – Create a VideoVideo Shooting
Tips
Use Your Smart Phone or Tablet – shoot horizontally
Pay attention to your lighting – Try open shade or near a sunlit window with light in front
Speak clearly & without background noise
Check out http://wistia.com/blog/your-first-video
General Rules
Keep it between 30 sec – 2 Minutes
Catch people’s attention in first 15 seconds
Make it interesting! Show your human side.
Day 27 – Upload to YouTube & Optimize
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Don’t Forget to Share on Your Social Channels!
Day 28 – Write Email Newsletter
Recap Monthly Specials
Showcase Product/Service Enhancements
Highlight Company Achievements or Community Involvement
Include content pieces that you’ve created
Invite recipients to participate – Social media, reviews, send in questions, give feedback, join a webinar, etc.
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Day 29 – Email Your Newsletter
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Day 30 – Check Your Google Analytics
• Analytics > Acquisition > Overview• Channels• Paid Search – traffic from paid advertising
• Direct – Visitors that typed your URL or had it bookmarked
• Organic Search – User Typed in a search term & clicked your result
• Referral – User clicked a link from another website
• Social – User clicked a link from a social channel
• Email – User clicked an email link
• Learn More About Using Analytics at http://www.google.com/intl/en/analytics/learn/
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Questions?Contact Info: Gwen Robinson
Email: [email protected]: www.linkedin.com/in/gwenrobinson/
Twitter: @IlluminousGwen
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Access this presentation: http://bit.ly/IM-30Days-Week4
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