Content Marketing

Planted 02023-01-05

Content Marketing is the buzzword for digital publishing across the web, email, and social platforms.

Find what your audience talks about online and:

1. Build data-informed marketing personas
2. Optimize social & display ad targeting
3. Write/record/post about things to serve these interests
4. Pitch outlets to cover these topics
5. Use it in keyword research
6. Use in social posts for greater visibility

Find what your audience follows, visits, and engages-with and:

1. Use them as Social/display ad targets
2. Run influencer campaigns
3. Invite for PR, event, & cobranding opportunities
4. Inspire content strategy & marketing
5. Pitch for coverage or guest pieces
6. Follow them to better understand what resonates with your audience and why

Find what your audience watches, listens-to, and reads and:

1. Sponsor these podcasts, channels, & press sources
2. Target your YouTube, podcast, and media ad buys
3. Pitch to be a guest, or for coverage
4. Build relationships with hosts/reporters

• The Hierarchy of Content
• Priceonomics: The Content Marketing Handbook
• B2C Content Marketing
• Mario Peshev: The Guide to Consistently Producing High Quality Content
• Sparktoro: The Paradox of Content Marketing to Beginners vs. Experts
• Animalz: The Content Writing Guide
• Animalz: Low Effort, High Impact Content Ideas
• Hubspot Hit a Wall with Content Marketing. So They Bought The Hustle.
• Jordan O’COnnor: Content Flywheel
• Ann Handley: How to Create Ridiculously Good Content (video)
• Daniel Miessler: Content Value Hierarchy
• Successes and failures of startup content marketing
• Trying to bet on virality is just, it’s not, it’s something you can prepare for, but you can’t actually create
• Your New KPIs to Gauge Content Quality

Example outcome goals:

• Improve website traffic volume which we could potentially measure by tracking the number of unique visitors to the site.
• Improve website conversion rate which we could potentially measure by tracking the number of sales made through the website.
• Improve email subscriber click-through rate which we could potentially measure by tracking the number of clicks on links within the newsletter.
• Improve email subscriber forward rate which we could potentially measure by tracking the number of subscribers who forward the newsletter to others.
• Improve email subscriber conversion rate which we could potentially measure by tracking the number of subscribers who take a specific action, such as signing up for a webinar or making a purchase, after receiving the newsletter.
• Improve social media engagement from our social media followers which we could potentially measure by tracking the number of likes, comments, and shares on our social media posts.

Publishing checklist:

• Include keyword in title
• Choose an evergreen URL. Cool URIs don’t change

Updating posts:

• Make it longer (more context, more tips)
• Make it richer (more data, more research, more user-cases)
• Make it stickier (more examples, imagery, gifs, videos)

Finding ideas with Ahrefs:

1. List competing sites
2. Search them within Ahrefs
3. Tap top pages
4. Find the top pages with a <10 RD (Competing articles with <10 RD are low-hanging fruits to update and reach out to those linking to original piece.)