Creative Content Marketing: From Strategy to Execution SMX Sydney 2015 Presentation Benj Arriola, Internet Marketing Inc. Check the other presentations Benj presented at SMX Sydney 2015. Visit: http://bit.ly/smxsydney2015

2. Benj Arriola
Work
SEO VP, Internet
Marketing Inc.
Speaker
SMX, Pubcon, IRCE,
OMS, eMA, EmMeCon,
SEMCon, MORCon, and
more!
Experience
SEO: 11 years
Web Design &
Development: Since
1997
Chemist: Before 1997
Competitor
Winner of several SEO
contest winning cash
and a brand new car in
the 2007 SEO World
Championship
It’s my first
time in Sydney!

3. Content Marketing Is Not Just Writing An Article
Ideation Creation Promotion
Many forms of content marketing
Blog Post, Infographics, Kinetic Typography, Explainer Videos,
Interactive Pages, Online Tools, eBooks, Slideshares, Whitepapers
and more!
Or in any combination of the above.

4. Our Content Marketing Process
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement

5. Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement
Discovery,
Setup, Goal
Setting
Our Content Marketing Process
Understand client’s business - Goals and messaging
Identify target customer - Personas
Determine which online content channels to target
Develop custom content marketing roadmap - Strategy
Content Hub Audit – Structure, set-up, optimization.

6. Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement
Understand client’s business - Goals and messaging
Identify target customer - Personas
Determine which online content channels to target
Develop custom content marketing roadmap - Strategy
Content Hub Audit – Structure, set-up, optimization.
Discovery,
Setup, Goal
Setting
Our Content Marketing Process
Research and
Persona
Development
Some things to think about:
Who (age, location, gender, education, job title)
Environment (when, where using your site, device)
Tasks (trying to complete on website)
Motivation (broader desired outcome)
Name/nickname
Photo/icon
More detailed:
Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes
about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider,
user, gatekeeper), Buying stage, Drivers (cost, benefits)
Go beyond keyword research, know what, how & where
to write content and promote it by creating detailed persona profiles.

7. Some things to think about:
Who (age, location, gender, education, job title)
Environment (when, where using your site, device)
Tasks (trying to complete on website)
Motivation (broader desired outcome)
Name/nickname
Photo/icon
More detailed:
Title, Time in job, Works directly with, Daily tasks, Responsibilities, Likes/Dislikes
about job, Frustrations, Pressures, Concerns, Needs, Role in buying process (decider,
user, gatekeeper), Buying stage, Drivers (cost, benefits)
Go beyond keyword research, know what, how & where
to write content and promote it by creating detailed persona profiles.
Discovery,
Setup, Goal
Setting
Our Content Marketing Process
Research and
Persona
Development
Months January February
Static
X
Satirical Branded
Meme, 1 IG (Vegas v
Vegas)
Motion 1 IG (Packing - Fashion
Bloggers)
Video
IRL

8. Months January February
Static
X
Satirical Branded
Meme, 1 IG (Vegas v
Vegas)
Motion 1 IG (Packing - Fashion
Bloggers)
Video
IRL
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Our Content Marketing Process
Business Quarters
Selling Cycles
Seasons
Holidays New Years
Valentine's Day,
President's Day
St. Patrick's Day
Events CES - Las Vegas M
Product Launches Tablet keyboard dock Mobile battery case
Deadlines
Vi
Pr
by
Company Goals
Grow email marketing
list by 50%
Metrics Email subscriptions Email subscriptions Email subscriptions Em
Site Traffic &
Conversion
Site Traffic &
Conversion
Site Traffic &
Conversion
Sit
Co
Notes Boston office opening
Q1: Budget $5000

9. Months January February
Static
X
Satirical Branded
Meme, 1 IG (Vegas v
Vegas)
Motion 1 IG (Packing - Fashion
Bloggers)
Video
IRL
Our Content Marketing Process
Business Quarters
Selling Cycles
Seasons
Holidays New Years
Valentine's Day,
President's Day
St. Patrick's Day
Events CES - Las Vegas M
Product Launches Tablet keyboard dock Mobile battery case
Deadlines
Vi
Pr
by
Company Goals
Grow email marketing
list by 50%
Metrics Email subscriptions Email subscriptions Email subscriptions Em
Site Traffic &
Conversion
Site Traffic &
Conversion
Site Traffic &
Conversion
Sit
Co
Notes Boston office opening
Q1: Budget $5000
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement
Our Content Marketing Process
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation

10. The Role of Links in Great Content
Usability
SearchSocial
Content

11. Usability
SearchSocial
Content
Search
• Keyword Research
• Search Volume
• Competition
• KEI
• Keyword Count & Density
• Keyword Prominence
• Keyword Proximity
• Keyword Order
I’m bored
reading your
mediocre
content.
• Panda Update
• Semantics / Word
Relationships / Usage
• Content Layout /
Structure
• User Metrics
• Manual Reviews
• Penguin Update (Links)
• Links from Low Quality
Content
The Role of Links in Great Content

12. Usability
SearchSocial
Content
Search
• Keyword Research
• Search Volume
• Competition
• KEI
• Keyword Count & Density
• Keyword Prominence
• Keyword Proximity
• Keyword Order
I’m bored
reading your
mediocre
content.
• Panda Update
• Semantics / Word
Relationships / Usage
• Content Layout /
Structure
• User Metrics
• Manual Reviews
• Penguin Update (Links)
• Links from Low Quality
Content
The Role of Links in Great Content
Usability
• Reads Natural
• Grammatically Correct
• Easy to Comprehend
• Evokes Emotion
• Well Organized
• Compelling to read and
pass on to others.
• Blog Post, Articles,
Industry News
• Good Calls to Action
• Not Too Promotional
• Useful, Provides Value
• Compelling to read and
pass on to others.
• Product/Service
Descriptions
• Calls to action are more
direct
• Very promotional,
detailing all major
advantages.

13. Usability
SearchSocial
Content
Usability
• Reads Natural
• Grammatically Correct
• Easy to Comprehend
• Evokes Emotion
• Well Organized
• Compelling to read and
pass on to others.
• Blog Post, Articles,
Industry News
• Good Calls to Action
• Not Too Promotional
• Useful, Provides Value
• Compelling to read and
pass on to others.
• Product/Service
Descriptions
• Calls to action are more
direct
• Very promotional,
detailing all major
advantages.
Social
• Evokes Emotion
• Sparks Interest
• Compelling to
read and pass on
to others.
• Calls to Action to
Share to Others
• Ask user opinion
• Be interactive
The Role of Links in Great Content

14. Usability
SearchSocialSocial
• Evokes Emotion
• Sparks Interest
• Compelling to
read and pass on
to others.
• Calls to Action to
Share to Others
• Ask user opinion
• Be interactive
The Role of Links in Great Content
Usability
SearchSocial
Content
Good Quality
Content =
Good for
Penguin and
Panda, and
Good for Users
Good Quality
Content =
Compelling to
share, viral, share
bait, link bait
Good Quality
Content = Good
link bait, natural
links. Increase
ranking.

15. Content Can Come in Many Forms
Infographics & Infoguides
Interactive Landing Page
eBooks & Whitepapers
Production & Animated Videos
Kinetic Typography & Motion Graphics
Blogs & Articles
Authority Building
Webinars & IRL Events
Press Release & Matte Release
Badge, Awards, & Recognitions

16. Infographics
Scrolling lightbox at maximum width.
Thumbnail should not just be a smaller
version of the whole infographic
Configure your Opengraph image tags.
Always offer the embed codes
Put social sharing buttons on top and at
the bottom.
Never forget Pinterest to be included in
your social sharing when posting
infographics.
After a month or two, occasionally do a
reverse image search to find pages
posting the image that have no links.

17. Infographics
Campaign Goal:
Craft an infographic in
order to help explain the
importance and
complexity of Google
Authorship on IMI’s blog

18. Infographics
Very first interaction after
seeing the infographic was
contacting us right away.

19. Infographics
Campaign Goal:
Use infographics and motion graphics to promote
ticket sales of a theater.
Campaign Results
1000+ new pageviews and impressions
50,000+ views on YouTube
Acknowledged by top movie review blogs and major
publications like Forbes.com, and other high Domain
Authority/PageRank
100+ new links
$50,000+ dollars in ticket sales from traffic coming
from the infographics and motion graphics.

20. Infographics
Campaign Goal:
To increase pageviews, traffic,
and inbound links to improve
organic rankings and conversions.
Campaign Results:
Acknowledged industry peers
many with Domain Authorities
over 90 and Page Ranks
between 8 and 10
Increased Pageviews by 40,000+
Avg. time on page of 5 min
Hundreds of thousands of social shares
Drastic improvement in SEO
Picked up by Buzzfeed and converted into a video.
They mentioned the source, but gave no link. After
a simple request, they added it immediately.

21. eBooks & Slideshares
Reads:
9,243

22. More Content Tips
Inverted Pyramid
Avoid the Great Wall of Text
Headings & Subheadings
Images
Read More… Make the hanging thought enticing

23. Content Suggestions
Target Emotions:
Funny, inspiring, interesting, bizarre, good information, good research, new discovery.
Topic Examples (Emotional Triggers):
Solving a problem, giving a solution
Controversial post, conflicting ideas
Always present both sides
If you are on one side, state that it is only your opinion only and you can be wrong
Invite readers to state their views
Top list, trivia
Anything that gives more money or saves money
“Things not to do”, “how to not do” list.
Inspirational / Motivational http://bit.ly/emotiontrigger

24. Top 50 Psychological Trigger Words
Unknown Source
Words that Evoke Positive Emotions
 Energize
 Boost
 Refresh
 Revitalize
 Kind
 Compassionate
 Vibrant
 Strong
 Understanding
 Overcome
 Thrive
Words that Evoke
Curiosity
 Banned
 Illegal
 Secret
 Taboo
 Covert
 Hidden
 Exposed
 Undercover
 Gentle
 Success
 Power
 Achieve
 Bright
 Colorful
 Thoughtful
 Positive
 Satisfaction
 Happy
 Health
Words that Trigger Action (Induce Sales)
 Explosive
 Scientifically Proven
 Urgent
 Free
 Profitable
 Erupting
 Limited Time
 Deal
 Proven
 Tested
 Expert
 Easy
 Simple
 Money
 Fruitful
 Closing
 End
 Action
 Buy
 Lazy

25. Top 50 Psychological Trigger Words
Source: Brian Clark (Copyblogger.com) / http://www.copyblogger.com/trigger-words/
Health
 Boost
 Cure
 Energize
 Flush
 Vibrant
Hope
 Bright
 Destiny
 Empower
 Overcome
 Undo
Anger
 Arrogant
 Cruel
 Greed
 Hate
 Unscrupulous
Frustration
 Had enough?
 Never again…
 Pointless
 Temporary fix
 Tired
Betrayal
 Burned
 Conspiracy
 Disinformation
 Fleece
 Swindle
Revenge
 Avenge
 Payback
 Reclaim
 Turn the tables
 Vindication
Forbidden
 Banned
 Controversial
 Exposed
 Insider
 Taboo
Powerlessness
 Agony
 Floundering
 Helpless
 Paralyzed
 Surrender
Passion
 Blissful
 Delightful
 Jubilant
 Rave
 Thrilled
Urgency
 Before you forget…
 Deadline
 Limited
 Seize
 While it’s fresh on
your mind…

26. Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement
Our Content Marketing Process
Influencer
Research
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation

27. Our Content Marketing Process
Influencer
Research
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
You post on their site.
They post on your site.
They re-share your
content piece.
Interview them, make the
part of the article.
Use them as a
authoritative voice
verifying your claims.
Get them to use their
social channels to help
promote your content.
Simply make them a
friend.

28. Blogger Outreach
Campaign Goal:
To implement a content
marketing and blogger
outreach strategy to
increase conversions on
product landing pages.

29. Blogger Outreach
Campaign Results:
Developed key relationships
The top 30 referrers were
from blogger and social sites
8% conversions from blog
click-throughs
Improved link profile & SEO
Increase in positive product
reviews
Dramatic increase in sales

30. Our Content Marketing Process
Discovery,
Setup, Goal
Setting
Research and
Persona
Development
Content
Creation
Influencer
Research Promotion Measurement

31. Is There Content Marketing That Is Not Link Building?
What we measure in
content marketing
If you are doing
content marketing for
links alone, you might
be doing it wrong.
Conversions
Traffic
Links
Engagement
Social Activity

32. Sample Report

33. High Converting Content Marketing
Revenue from
the quiz
$909,738.06
(as of May 1)

34. Summary
Ideation Creation Promotion
Content marketing can come in many forms like: Blog Post, Infographics, Kinetic
Typography, Explainer Videos, Interactive Pages, Online Tools, eBooks, Slideshares,
Whitepapers and more or in any combination of the above.
Discovery, Setup,
Goal Setting
Research and
Persona
Development Content Creation
Influencer
Research Promotion Measurement

35. Thanks
Questions?