<< by on November 11th, 2010
Lee Odden of TopRank Marketing spoke on Content Marketing in a spotlight session today. Great stuff, as usual! He talks fast, and has lots of great info, so I captured all I could here.
Lee started off by talking about content marketing. The first section was about content marketing — aligning customer and brand objectives via online content. Content is the seed of search and content is an outcome of social.
There are many different touchpoints in a buying cycle. There’s different content that works best at different points in the buying cycle.
For TopRank, content sends 25,000+ keywords send traffic monthly, over 600K+ sites link to their blog and attracts $5-8k/month in media coverage.
If content can be searched, it can be optimized. He shared a content marketing checklist:
- buyer personas
- content and assets
- editorial plan
- operationalize SEO
- develop off-site content
- measure and refine
What are your customers content preferences? How do they discover content? What do they share? What are they discussing?
Data for personas can be developed through:
- survey customers
- web analytics and conversion data
- socilal media listening tools
- demographic info from Compete
- keyword info from Google
- engagement info from PostRank
- social network info from FlowTown or Rapleaf
Create an editorial calendar around your goals. Where will the content be repurposed? Be sure to repurpose content. He recommends a hub and spoke method of publishing.
It’s hard to scale, so you have to create a cycle of social and SEO. Spend a fixed amount of time every day to connect to others and grow fans and followers. This gains exposure, which in turn gives you links back to your site.
Best advice: Think like a publisher!