What is the right mix of content for your brand? Find out in 5 simple steps

WHAT IS THE RIGHT MIX OF CONTENT?

@SarahGHoward @RedRocketMedia

Find out in five simple steps

One size

fits all @RedRocketMedia

Step 1

Get to know your audience

@RedRocketMedia

I mean, really get to know them….

@RedRocketMedia

Step 2

Give your site a Content audit

@RedRocketMedia

Where should you start?

Full content inventory

Quality analysis Align content with business objectives Content to support prospects through

the buying cycle

@RedRocketMedia

AWARENESS CONSIDERATION PURCHASE

Include content to nurture leads

Infographics Podcasts Videos News articles Blogs

Whitepapers Guides Newsletters E-books Webinars

Statistics FAQs Case studies Reviews Testimonials

Step 3

Get analytical

@RedRocketMedia

News Google/Organic Whitepaper Conversion

Key metrics to consider

Visits Views Bounce rate Time spent

on page

Conversions (assisted and direct)

Inbound links

Rankings

Unique & repeat visits

Social shares

Comments

News Google/ Organic Whitepaper Conversion

@RedRocketMedia

Step 4

Try it, refine it

@RedRocketMedia

You won’t know ‘til you try

Draw up an editorial calendar

Don’t be afraid of quantity

Give content time to build authority

Measure core metrics and adjust strategy accordingly

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Step 5

Make it a company-wide

exercise @RedRocketMedia

Get all your teams involved

Sales IT Delivery

Teamwork GREAT CONTENT

@RedRocketMedia

Pre- content change

The proof is in the pudding Post-

content change

Top 10 Google rankings: Visits via content: Traffic: Social referrals: Conversions:

15

1,768

4,424

749 5

20

4,105

7,108

1,817 9

33%

132%

61%

143%

80%

@RedRocketMedia

What have we learned?

1) Become your audience

2) Capitalise on what works – scrap what doesn’t

1) Get everyone involved – yes, that

even means the sales team

2) Adopt a data-led content marketing strategy

A+

@RedRocketMedia