The session happened on January 25, 2017 at the Agave Lab facility and was sold out. Below is a breakdown of the concepts that we covered with a link to the specific section of the video.
Part 1a – Planning a content marketing strategy
Charlie sets the stage by introducing the session and describing how critical “purpose” is in establishing a content marketing strategy. Understanding, in specific terms, what you hope to attain with your inbound marketing efforts will both define how successful you’ll be and what form that success will take.
Part 1b – Attracting users to your content
Charlie and Luke go DEEP into the details with tips and tricks on the 4 topics you need to master to attract users to your content – including how to select and use the right keywords, links (which links help, which links hurt), website optimization, and how to structure your content in an SEO-friendly way. This a compressed masters class on content with a tremendous amount of information – grab a cup of coffee and fasten your seatbelt. (PS: links to most of the tools they mention are included below)
- Introduction – Is content right for you?
- Selecting the right keywords to attract the right customers
- Using Google’s Keyword Planner
- Using keywords to generate content ideas
- Blogging – three reasons that blogging is so important
- How to get the most value out of your keywords
- Pulling it all together – an example of a well-constructed page
- Mistakes you’re making – Search Engine Optimizing your website
- The most important factor in Google rank- “offsite” SEO/Link building
- Backlinks and trust: Some backlinks are helping but some are hurting you.
- Keeping up with SEO algorithm changes
Part 2a – Using Content to Convert Visitors to Users
Part 1 gave showed you how to create the right keywords, content, website, and link profile to attract visitors to your site, but now what? In this section Luke and Charlie explain how to creatively use content to convert those visitors into users.
- Planning a content strategy
- Establishing your content goals
- Finding your audience
- Understanding your unique value proposition, budget, and competitors
- Make a plan!
- Where to post? blog? social?
- The buyer’s journey – helping visitors through the conversion funnel
- Setting your CTA – goals that convert
Part 2b – Measuring Success
Parts one through three gave you all the tools to bring visitors to your content and then convert them into users or customers. Now it’s time to measure that success. What metrics should you focus on? What tools should you be using? What should your expectations be? How to adapt your approach based on what you learn. Charlie and Luke go deep into the details in this last section.
- Is it worth it? Understanding your ROI before you start
- Understanding your company metrics and how content fits in
- Keyword performance improvement – what’s it worth?
- Estimating anticipated ROI
- Engagement Metrics – traffic is good but engagement is better
- Google analytics – the three most engagement metrics
- Bounce rate – usually bad, but possibly ok
- Bounce Rate by Industry
- How to use engagement metrics.
- Using Magestic to measure impact of your link building
- Measuring social success – it’s more than just followers
- Donald Trump and flowers – a few examples
- What does Buzzsumo measure?
- Chatbots – good or bad
- Contact info for Charlie and Luke