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Effective Content Marketing: Strategies, Plugins, and SEO Tips

Learn how to create high-quality content, overcome obstacles, and optimize your website for search engines to generate leads and increase conversions.

danielbrady
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Effective Content Marketing: Strategies, Plugins, and SEO Tips

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  1. Content Marketing, WordPress, and SEO Haden Interactive SEO Launchpad

  2. About Us • Haden Interactive is a web content and SEO firm. Since 2008, we have provided strategic communication, quality content, and SEO strategy for clients on four continents. www.hadeninteractive.com Haden Interactive Address: 1337 E Ash St, Fayetteville, AR 72703 Phone: (479) 966-9761 Email: rebecca@hadeninteractive.com 2

  3. Our Team Meet us here at WordCamp or at www.hadeninteractive.com Rebecca Rosie Gideon Brittany 06

  4. What Is Content Marketing? Creating Content, Not Ads • High quality content designed to be valuable, helpful, entertaining – and to make people think of you when they need your goods and services. • It’s not a new idea.

  5. “Content isn’t king… it’s air.” John Jantz, Duct Tape Marketing • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (DemandMetrics) • 93% of B2B marketers use content marketing. (CMI) • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (Aberdeen) • 60% of the most effective B2C marketers have a documented content strategy. (CMI) • 67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions. (Lenati)

  6. Obstacles to Effective Content Marketing #1: No Strategy • Random bursts of content are only randomly effective. • Start with a strategy.

  7. Obstacles to Effective Content Marketing #2: Producing Content • Actually getting content created is the #1 challenge in content marketing, according to marketers. • Marcus Sheridan says thousands hear the message, but almost none follow through.

  8. Reality Check It’s harder than you think. • Percentage of our clients who produce their own content on a regular basis: • 0

  9. Obstacles to Effective Content Marketing #3: Technology • How do you get your content online? • WordPress helps with a lot of the hard parts. • We’ll be looking at some of the plugins that make a difference.

  10. Two Types of Content marketing You probably need them both.

  11. Ongoing Content Marketing Plugins to Try • Blog, vlog, podcast: Edit Flow, Yoast, Contextly, Audio Story • Social media: Add This, Jetpack Publicize, Better Click to Tweet • Email marketing: Subscription widgets, Scroll Triggered Box

  12. A Word about Blogs • Not an obvious candidate for a blog! • Results in their first year: • 21.12% increase in traffic overall • 72.17% increase in organic search traffic • 23.62% increase in unique visits to the Contact Us page • 40% increase in sales

  13. Content Marketing Campaigns • Plugins to Try • Lead magnets: Add This, LeadIn, Optin Monster • White papers, ebooks: Easy Digital Downloads • Video: native functionality, Zedity • Political action: Salsa • Infographics: Infogram, Venngage • Guest posts

  14. Step by step content marketing strategy … and what does that have to do with SEO?

  15. Search Engine Optimization • — n computing  the process of adjusting the content, structure, etc, of a website so that it will be displayed prominently by a search engine • The purpose of SEO is to communicate well enough with search engines that they offer your website to people who want what your website offers. • The #1 best tactic for SEO is adding high quality original content to your website on a regular basis. 3

  16. The proof of the pudding is in the eating

  17. What good content can do in 6 months

  18. The other side of the story

  19. Step 1: How Will You Know You’ve Succeeded? • Decide on your goals and the metrics you’ll use to measure success. • Make sure the metrics show progress toward the goals, and make sure your KPIs can be seen online.

  20. SMART Goals • Your goals should be • Specific • Measurable • Aligned with your organization’s goals • Realistic • Time-based

  21. Internal vs. External Goal-setting • Internal goals, such as “continuous improvement” or “a 30% increase year over year in Contact forms” • External goals, such as “100 visitors a day, since that’s what our competitor has” or “$5,000 per month in sales, to cover our fixed costs”

  22. Step 2: Build Personas • What problems can you solve for him? • What questions does he have about your goods and services? • What are his interests? • What demographic information do you need to know about him? • What’s his path to purchase? • Learn more: http://www.hadeninteractive.com/perfect-buyer-persona/

  23. Google Analytics Demographics Report

  24. Google Analytics Interest Reports

  25. How to enable demographics reports

  26. LeadIn Report

  27. Step 3: Identify Problems, Questions, and Concerns …all along the path to purchase • Problem • Possible solutions • Local providers • Criteria list – Do they take my insurance? Are they taking new patients? Do they require a long-term contract?

  28. Step 4: Identify Keywords Terms people use when they are looking for goods and services like yours.

  29. Use Data, Not the Dictionary Where to find the right keywords • Google Adwords Keyword tool • Google Trends • Google Analytics • Google Search Console • WP Keyword Suggest plugin • Ask target customers, “What would you type into Google if you needed…”

  30. Remember the Long Tail Keywords More specific words and phrases • These are not the top keywords, but they add up to more total visits. • Not “beer” but “Ozarks-made craft beer”

  31. Step 5: Create Topics

  32. Step 6: Create Good Content • A main point • Strong support • Include keywords and semantically relevant terms • No grammatical or spelling errors – Google includes that in their algorithm • Longer rather than shorter • Use Yoast SEO plugin for guidance. Proofreading Plugin or ProofreadBot can help, too.

  33. Step 7: Promote Your Content Spread the word • Social media – post it yourself, and use share buttons. Plugins to try: Add This, WP Social Sharing, Pinterest Pin It, Publicize • Email heads up – personal, RSS, Jetpack subscribe widget • Newsletter – subscribe widget for your email platform

  34. Step 8: Get Permission to Contact • Offer premium content in exchange for contact information. • Ask for more info if you want to pre-qualify, less if you want a bigger list. • Let visitors know what you’re going to do with that information. • Follow up – and not just once. Guy Kawasaki says increase contact to the point where people start to unsubscribe. • Track individuals’ engagement with your content and give them more of what they like. • Segment your list based on this data.

  35. Step 9: Monitor and Adjust Track your results • Did you meet your goals? • Were there unexpected benefits? • What worked? • What needs work? • Use this information to update your strategy for the future.

  36. Thank you for your attention! www.hadeninteractive.com

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