Content Marketing: Tips and Tools to Create Compelling Content To Attract Prospects And Search Engines Anya Ciecierski Director of Marketing, CAL Business Solutions Co-Founder, ERP/CRM Software Blogs What is Content Marketing? Today’s Marketer Bait: Blog Posts White Papers Case Studies Infographics Videos Podcasts Newsletters eBooks Webcasts Press Releases Cost? 120 Marketing Stats Charts & Graphs (PDF) Does it Work? CAL Business Solutions Facts: FY09 vs FY12 • Website Traffic up 175% (avg. 3,500 visitors a month) • 117% increase in search engine traffic (74% of total) • 85% increase in referral link traffic • 4,692 referral links from ERPSoftwareBlog.com since FY09 Yeah… But I Want LEADS!! 285% increase in leads from website 59% increase in closed deals from website The Goal Create unique, engaging, quality information people want to read What can you say that will make people think: “This company is honest” “This company really knows their stuff” “They are easy to understand” “This really makes sense” “That sounds just like my business issue” “This is someone I can trust” “They could help me” “They sound smart” “This is a company I want to work with!” “I Have Nothing To Say” 1. What are you good at? 8. Interview successful people in your industry 2. What do you cover with new prospects over 9. “How to” tips (blog posts and videos) and over again? 10. Repurpose old content (newsletters) 3. Cover industry trends and news - subscribe 11. Dynamics white papers (stats, quotes) to Google Alerts/blogs 12. Summarize/give your opinion 4. Answer a common question - browse 13. Tell what NOT to do Dynamics Community, Linked In 5. Focus on vertical markets 14. Curate a list 6. Get your company involved 15. “Press Pass” for events 7. Reach out to partners 16. Custom features/projects 17. Local news Cornerstone Content Invest time and resources to create at least one piece of timeless QUALITY content that is your GO TO call to action, anytime. Example: CAL White Paper: 30 Questions Every CFO Must Ask About the Cost of Accounting Software www.calszone.com/30questions Copywriting Tips • Write the way you speak “We will articulate how social technologies fit into Microsoft’s vision and strategy for proactive, agile and forward-looking business solutions that facilitate people getting the right things done while delivering better customer experiences.” “Business professionals need to become more productive in order to achieve their desired performance levels. As such, they are constantly trying to evaluate which actions will drive successful business outcomes.” “It is also important to note a social strategy is contingent on culturally embracing the concepts in conjunction with the software tools themselves.” Copywriting Tips • • • • • • • Write the way you speak Inject personality Cut in half Kill the jargon and acronyms Record/Transcribe Proofread Outsource Hubspot Training Guides Prof’l Proofreader: firstname.lastname@example.org Optimize Your Content • Headlines • Keywords • Links Spoonfeed the Search Engine Know Your Keywords • • • • • Speak the same language Be realistic Be targeted Go long Use them everywhere (but don’t stuff) Google Keyword Research Tool Example: Keyword Stuffing Our marketing solutions services software is ideal for enterprise organization marketing software solutions looking for help with their marketing email automation. CAL is a Connecticut based Microsoft Dynamics GP partner focused on Microsoft Dynamics GP for Connecticut companies. Microsoft Dynamics GP is powerful, affordable ERP/accounting/financial management software used by Connecticut companies looking to upgrade their ERP/accounting/financial software. Headlines & Titles • #1 Most Important • Engaging & Catchy BUT Clear & Targeted – What is it about – Who should read it – What will they get out of it. • Keywords! • What are first 72 characters? Examples: White Paper Titles “The Connected Enterprise Embracing Social Technologies to Drive the Dynamic Business” “Empowered People, Simplified Processes, and Connected Ecosystems” “Innovating with the Microsoft Business Productivity Infrastructure” versus “7 Secrets the Healthiest Project-driven Organizations Know That You May Not” “The Sales Tax Survival Guide” “24 Wildly Creative Ways Companies Are Using Microsoft Dynamics CRM to Drive Revenue & Serve Customers” Examples: SEO Optimized Titles Before: “CRM 2011 – Read Optimized Forms” After: “Make Dynamics CRM 2011 Pages Load Faster with Read Optimized Forms” Before: Microsoft Dynamics GP Wow Moments: Use Smartlist Builder to Find Data Faster After: How to use Smartlist Builder for Microsoft Dynamics GP Before: Microsoft Announces Perpetual Licensing for Dynamics GP Better: Insider Tip: 3 Reasons to Buy Microsoft Dynamics GP Before Oct 2012 to Be “Grandfathered In” When New Pricing Released After: Microsoft Dynamics GP Price Rising Oct 2012 - How To Be “Grandfathered In” At Lower Cost Links/Anchor Text • • • • • Add links on keyword phrases Link to interior pages Link to relevant pages 1:100 ratio Link to build relationships Links/Anchor Text For each link ask: “Is This a Phrase a Prospect Would Type into Google To Find Me?” Click here for free white paper: “30 Questions To Ask About Cost of Accounting Software” vs Click here for free white paper: “30 Questions To Ask About Cost of Accounting Software” Don’t Forget The Hook! CALL TO ACTION Be Selfish Reel Them In Your Website Should Be: • Something you are proud of • Easy to customize • Full of content • Calls to action everywhere My Bait: White Papers Blog Posts Case Studies Videos Infographics Audio/Podcasts White Paper Tips - Writing 1) Write rough draft – Create an outline Perry Marshall’s Quick Start Guide – Convert every point (statement) in outline into a question – Answer questions as if answering an email (friendly tone) – Call to action at end 2) Send to professional editor/writer 3) Choose a GREAT title 4) Send to proofreader 5) Send to designer Publisher Designer: email@example.com White Paper Tips - Design • Choose easy to read fonts • Wide margins • Make it easy to read online AND print • Use charts and graphics as much as possible • Break up text with subheads and bullets (easy, digestible info) • Call out quotes White Paper Design That Sells (PDF) White Paper Promotion • Landing Page – – • • • • • • • • Provide teaser content Don’t ask for too much info on form Blog Posts Submit to Directories (MSDynamics World example) Tweet, Linked In, Outlook Signature Press Release Audio MP3 file Email & Direct Mail Tell clients, colleagues, referral sources VisitInsights Web Visitor Tracking Broadlook Profiler Company Lookup Voice 123 Prof’l Voiceover Audio Acrobat Host Audio 3. Establish Yourself as an Expert Blogging Goals 1. Drive traffic to your post (and your website) 2. Raise organic search results of your website – Fresh keyword filled content – Extra traffic 3. Establish yourself as an expert 3. Establish Yourself as an Expert Who Would You Call? 3. Establish Yourself as an Expert Blogging Tips 1. Blog regularly (editorial calendar) 2. Get others involved (colleagues, partners, guests) 3. Build community relationships (trade links) 4. Keep an ideas file 5. Don’t worry about length 6. Try to be first www.textbroker.com Writing Services CAL Blog Strategy www.erpsoftwareblog.com • • • • Group blogs = less effort + more benefit Average 3 posts per month 4,692 total referral links ($14,000 Adwords PPC savings) CAL blog for existing customer posts Case Study Tips 1. 2. 3. 4. 5. 6. Select Client Interview project manager Interview client (Record/Transcribe phone call) Write based on standard template Challenge » Solution » Benefits » Quotes Send to designer Promote www.freeconference.com Record www.speakwrite.com Transcribe Promote Case Study Print for sales calls Website (with short URL) Blog posts! Extract testimonials Send to referral sources (including Microsoft) Press release Mailing/email blast – prospects Client newsletter Prospect newsletter SHORT Videos • • • • • Demos/Features How To Tips Events Case Study Meet The Team What is Your Goal? “Web pages with video attracted 2-3x as many monthly visitors, doubled time on site, and achieved a 157% increase in organic traffic from search engines.” MarketingSherpa, December 2011 Video Call To Action At BEGINNING and end of video: • Tell The Viewer What Action To Take: “…head over to my website at calszone.com….and subscribe to my free monthly GP Tips e-newsletter.” • Tell The Viewer How They Can Take The Action: “…by clicking the link below the video….there’s a subscribe button on the right hand side of every page of the website.” • Tell The Viewer What’s In It For Them: “…Subscribers get access to a new Dynamics GP tip every month – and as a thank you for entrusting me with your email address there’s a sequence of five GP tips videos that will be delivered to your inbox over the next few days which are exclusive to subscribers.” Video Tips • • • • Camtasia or Screencast Blue Snowball USB microphone ($65) Professional editing (“Kill Your Darlings”) Promote on: – Website (transcribe) – Blog Posts – www.oneload.com syndication – Youtube.com – Screencast.com Video Editing & YouTube Design www.baumgartcreativemedia.com YouTube Tips • Optimize for SEO Video SEO Optimization firstname.lastname@example.org • TrueView – Google Adwords for YouTube • Set up your channel – Welcome video (focus on goal) – Delete info not related to goal – Make it easy to get to your website • Playlists – Every video should be in at least 1 playlist – Create playlists for SEO – your video plus 3-5 popular videos from others • Video responses The Content Marketers – Each video can be used ONCE for video response Video Playbook – Build relationships (like a guest post) Infographics • Complex info presented as a graphic – perfect for visual learners “Infographics are outstanding for bringing life to content that would otherwise be dry, uninteresting or unshareable” -Microbrand Media Infographic Design email@example.com Infographic Faux Pas Design • Dark background and small text • “Fancy” but hard to decipher charts and graphs • No transitions Message • Charts and graphs that aren’t compelling • No reason for being Marketing Value • No reason to share • No call to action Infographic Tips Sources To Build a Swipe File • http://visual.ly/ • www.coolinfographics.com • www.good.is/infographics Infographic templates and art • www.graphicriver.net • www.istockphoto.com • www.thinkstock.com Find a designer • www.elance.com • Barb Levisay firstname.lastname@example.org Infographic Promotion • Blog Posts (Use “Infographic” in the title) • Provide embed code • Share via social media • Submit to directories • Ask other bloggers • Posters – print and mail to prospects Podcasting Audio Blog Posts Example: www.vicinitymanufacturing.libsyn.com – Recording: Audio Booth – Distribution: www.libsyn.com – VoiceOver: www.voice123.com – Host Audio: www.audioacrobat.com – Apply for iTunes Track Results Google Analytics (free) % Increase in total visitors # of referral links (compare to adwords) # of leads generated from website (ASK!) # of closed deals from website leads Analytics Goals: Repeat visitors: 15% Organic traffic: 40-50% of total Referrals: 20-30% of overall traffic Bounce rates going down over time -Intro to Inbound Marketing Analytics PDF 44 Good Luck! 45 Q&A Download Extra Session Resource Sheet Anya Ciecierski email@example.com or firstname.lastname@example.org 46 THANK YOU Please complete your evaluation.