How to align your content strategy with your conversion objectives for superior ROI.

1. Monetising Content
Aligning your content strategy with your
conversion objectives for superior ROI.

2. About This Presentation
Today I’ll share 6 great tips for monetising your content with
some useful stats and examples.
Questions are welcome at the end.
Slides will be available on SlideShare later today.
Come see us at booth #50 or tweet us @castlefordmedia.

3. Driving Sales With Quality Content
Content
Search Social Email

4. Driving Sales With Quality Content
Content For Search
• 92% of marketers say content marketing is effective for SEO
• Quality content will help your conversion pages get found
• 25% of consumers research on their phones while shopping
Content For Social
• 27 million pieces of content are shared across the web daily
• 60% of industry messages shared on social mention brands
• Strong link between social endorsements and purchase intent

5. Driving Sales With Quality Content

6. 6 tips for monetising your content
1. Define your online conversions
2. Optimise for the right keywords
3. Mine your customer data
4. Hire skilled content writers
5. Share content where it counts
6. Put content in the context of conversions

7. 1. Define your online conversions
What do you want your content to achieve?
Social shares? | Newsletter sign-ups? | White paper downloads? |
Better search rankings? | More organic traffic?

8. 1. Define your online conversions
What is the conversion goal of your website?
• Form completion
• Purchase
• Download premium content
• Request a demo or a free trial
• Newsletter or RSS subscription
• Telephone enquiry

9. 1. Define your online conversions
Set up Google Analytics goals
to track your conversions
617 . 206 . 3040 http://www.brafton.com

10. 2. Optimise for the right keywords
“[Google] is trying to figure out synonyms, vocabulary and stemming so
that people don‟t have to know exactly the right word for what they‟re
trying to find … and search engine optimisation is the way to help people
find what they‟re looking for via search engines.” Matt Cutts
Start with some
keywords related to your
products or services
Use “related phrases” and “include /
exclude” tabs and similar functions
to hone your keyword research
AdWords competition gives some Check out the global and
insight into the organic search local search volumes
competition
Consider related terms, their
respective search volumes and
competitiveness
617 . 206 . 3040 http://www.brafton.com

11. 2. Optimise for the right keywords
Take a look at who is
buying traffic on this
keyword
Rate the pages ranking
organically for this
keyword

12. 3. Mine your customer data
• What do your customers want?
• What questions do they ask?
• How do they describe your
products and services?
Content Challenges (marketers)...
36% Producing engaging content
97% Wowing prospects with compelling info

13. 3. Mine your customer data
Keywords – do they have good relevance and
volume; are they sending you traffic; do they drive
conversions?
Your Site – what are people searching for? What
questions do they ask? How do they rate your
content?
Social Media – where is your target audience active?
What do they talk about? What do they share?

14. 3. Mine your customer data
Dell.com creates content around popular questions

15. 3. Mine your customer data
Xbox.com encourages users to rate solutions and „how-to‟ content
Dell.com creates content around popular questions

16. 3. Mine your customer data
Aussies run
2.4 million
“how to”
searches on
YouTube
every month

17. 3. Mine your customer data
Find industry fan pages to Search for relevant
monitor Facebook conversations keywords on Twitter
617 . 206 . 3040 http://www.brafton.com

18. 3. Mine your customer data
Find industry fan pages to Search for relevant
monitor Facebook conversations keywords on Twitter
Look for content ideas on Q&A sites
617 . 206 . 3040 http://www.brafton.com

19. 4. Hire skilled content writers
 Appropriate style, tone and voice
 Relevant and engaging topics
 Search and social friendly
 Aligned with conversion objectives
 Required volume for freshness
Producing Engaging Content
Producing Enough Content
Budget to Produce Content
Lack of C-Level Buy-In
Producing a Variety of Content
No Answer

20. 4. Hire skilled content writers
 52 of the top monthly conversion
paths start and / or end with articles
from a professional content provider
 Only 8 include the company blog
617 . 206 . 3040 http://www.brafton.com

21. 5. Share content where it counts
What are your
niche
networks?

22. 6. Put your conversions in context

23. 6. Put your conversions in context

24. 6. Put your conversions in context
INBOUND LEADS!
 This article was the No.1 driver of
form completions in the week it was
posted
 First conversion came within an
hour of publishing

25. 6. Put your conversions in context
Calls to action should be…
• Relevant and consistent with the content
• Prominently positioned
• Simple and quick to complete

26. 6 tips for monetising your content
1. Define your online conversions
2. Optimise for the right keywords
3. Mine your customer data
4. Hire skilled content writers
5. Share content where it counts
6. Put content in the context of conversions

27. Bookmarks
 Interactive Annual Global Study 2012, Fleishman-Hillard and Harris
 What is Content Marketing, Content Marketing Institute
 Marketers’ Benchmarks 2011, Focus Market Research
 2012 Benchmarks, Budgets and Trends, Content Marketing Institute
 The 2012 State of Inbound Marketing, Hubspot
 Google urges brands to invest in how-to videos, Castleford Blog
 IKEA expands content marketing with YouTube channel, CMI Blog

28. About Castleford
Custom news, blogs and evergreen content for websites and
social media.
prezi.com/what-we-do
twitter.com/castlefordmedia
info@castleford.com.au
Come see us at booth #50.