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Content Marketing Workshop: How to Plan, Analyze and Optimize - Word Camp ATL 2014
This document outlines a content marketing workshop led by Jenny Munn, focusing on planning, optimizing, and analyzing marketing efforts. It emphasizes tactical strategies for diagnosing issues, measuring results, and improving content visibility through SEO and ongoing analytics. The session is designed for marketers and small business owners, offering actionable insights rather than a comprehensive overview of content marketing strategy.
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Content Marketing Workshop: How to Plan, Analyze and Optimize - Word Camp ATL 2014
- 1. Content Marketing Workshop: Howto Plan, Optimize, and Analyze Your Efforts Jenny Munn SEO Consultant & Trainer for In-House Marketers & Small Business Owners www.JennyMunn.com [email protected] Twitter @JennyMunn #WCATL @jennymunn
- 2. Goals For thisSessionOverthe 35 Minutes Diagnosing and Measuring: • What’s working and what’s not? – Is your content being seen? – What keywords are people using? Tactical Strategies: • What is my market searching for? – Competitive research – Keyword research • How do I make my content findable? – On-page optimization Ongoing Measurement: • How do I track the results? – Analytics reporting Aftershockenterprises.com
- 3. Who isJenny? Copywriter ->SEO Copywriter - > SEO Consultant -> Today: SEO Integration Training for Marketers & Small Business Owners
- 4. What This SessionIS(andisnot) YES: Tactical Diagnosis • A diagnostic session: what is/is not working • Analyzing your current efforts and taking proven steps (and ideas) for moving forward NO: Comprehensive Content Marketing Overview • Customer journey, buying cycle, etc. • A deep dive into content marketing strategy formulation • Information to help you with the complete sales funnel • Tools or software
- 5. Jenny Munn SEO &Social = Improving the discovery of CONTENT • Content marketing does not mean blogging for the fun of it (although it can be fun!). It’s about strategically creating – and promoting - consumable information that drives leads, conversions and ultimately profits
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- 7. GoogleAnalytics Analytics will tellus: • Device: Mobile, tablet or desktop • Geographic locations • Total visits • Traffic sources • Bounce rate/time on site • New vs returning • Popular pages • Queries/Keywords
- 8. Enter GoogleAnalytics Analytics =How to know, track and report what’s working and what isn’t: Diagnosing the real issue: • Not getting found? • Not enough traffic? • Being found but NOT for the right words? • Not ranking well? • Ranking but not converting clicks? • Converting clicks but not converting on the site CTA? • Too much business is knocking down your door?
- 9. Issue: Converting ClicksbutNOTConverting onthe Site CTA • Is your website outdated? Sketchy looking? • Are you being clear? Or Clever? • Are you boring people? • Wrong keywords/mismatc hed user intent • CTA is inappropriate • Copy is outdated or not persuasive Zemanta.com
- 10. Issue: Not EnoughTraffic Diversification is Critical: • Social • Guest Blogging • Meet Face to Face • Meeting a real need? • Figure out SEO • Putting yourself out there? • Blog commenting • Forum participation • PPC
- 11. Issue: Not GettingFound/NotGetting Foundfor the RIGHT words? What content – or lack thereof – are you putting out there?
- 12. Issue: Ranking ButNot ConvertingCLICKS
- 13. Issue: Not RankingWell •What content – or lack thereof – are you putting out there? • Keywords are out of your league • Not choosing/using the right keywords • On-page optimization is weak • Other SEO factors are working against you • Not enough words/substantial content
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- 15. Where Do WeGoFrom Here? Putting Togethera Plan • Do you optimize old blog posts? Or create new blog posts? • Do you go back and optimize old web pages? Or create new web pages? • What other content formats should you create?
- 16. Idea: CompetitiveResearch Market research:Identify the last 20 blog posts you wrote and 3 of your competitors wrote
- 17. Idea: AuditYour ContentAssets • On your site • On other sites: SlideShare, YouTube, etc. • What is evergreen vs what is outdated?
- 18. Idea: CreateDifferent Formsof Content • What format is best? – Blog post? – Video? – Infographic – Article – Service/product page?
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- 20. Tip: Use anEditorial Calendar
- 21. Idea:Learn On-Page Optimization/ PromotionBestPractices • How to make it findable – Foundational on-page optimization – Clarity trumps cleverness – every time – Template for blog post – Social media copy • Right away create 2 social media posts • Writing the content is only HALF the job – Use images
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- 24. BeforeYou Leave… • Take1 minute and write down… – 3 insights learned about your site – 3 things you need to do as next steps – 3 questions you need to get answered to progress?
- 25. Questions? Stayin Touch! JennyMunn Upcoming Keyword Research Workshop: 3-25-14 | Roam Dunwoody | 9:30- 11:30am Jenny Munn SEO Consultant & Trainer for In-House Marketers & Small Business Managers www.JennyMunn.com [email protected] Twitter: #WCATL @jennymunn