http://www.jonrognerud.com - learn about paid, owned, earned media and the essential keys to both short term and long term business growth. From a presentation at the SocialMediaRockstarsEvent.com
15. High Quality Content Is:
o Expertise, Authority and Trustworthiness
(EAT)
o Solve user’s needs first – make it useful
o All content developed around “intent”!
20. Owned Media (Customers)
• Your Website, Blog
• Mobile site
• Email lists
• Your Content ‘Socialized’
• Social channels
Channels that are under your control:
30. How To Get Started – STEP 1
Baseline: Where do you stand today?
• Research
• Keywords, Topics, Relevancy and Audience
• The “Top 10“:
• Find the top 10 questions most asked to determine initial
content strategy
• Consider surveying your list / customers
• TIP: ask what phrases they might use to find you!
31. How To Get Started – STEP 1
• New and old content should be considered
• Meta tags in pages (Title, Description, Hx, ALT Attributes, etc.)
• Expand body copy to meet your findings and demand
• Create content plans and effort for these “stages”:
1. Awareness (construction stage)
2. Interest (early stage)
3. Consideration (middle stage)
4. Purchase decision (late stage)
@michaelbonfils
Customer Journey
Allocation of
Tactic / Budget:
32. How To Get Started – STEP 2
Build out: Leverage & expand existing content
• Review GA, GSC & any internal assets
• Look into paid campaigns and their conversions
• Purge (noindex or redirect, be careful) and Merge (consolidate)
• What’s not available now, but should be?
• Examples: webinars/transcribed, whitepapers, ‘how-to’
guides, a micro-site with training materials and videos)
33. How To Get Started – STEP 2
• Focus on “Intent” and “Behavior” as you think about the
Informational, Transactional, Navigational framework
• Share content via “Title-switching” and content experimenting on
Social Channels
• For example, post on blog, then change title and image and post on LinkedIn
with a link back to the original source on your site.
Zansmedia.com
34. How To Get Started – STEP 3
• Longer Term Planning
• Scheduling & Frequency
• Keep your Content Calendar updated
• Repeat steps 1 – 2 – 3
• Ongoing review of your your incoming analytics data
Future: Perpetual, ‘evergreen’ traffic
36. Checklist & Tools – 1 of 2
TO DO TOOL WHAT
Find (hidden) content opportunities Screaming Frog Spider your domain (GA & GSC connect)
Check page count consistency Site: command Google Google vs. Spider results vs. GSC
Get site metrics, social and traffic to pages URL Profiler Review yours and Competitors – find “gaps”
Discover (long tail) keywords and groupings SEMrush.com &
KeywordStudio.com
Compile lists and assign to pages
New content ideas and topic compare BuzzSumo, SimilarWeb Compile list of ideas and find ‘sharers’
(influencers)
Drive additional ‘lost’ traffic Google/FB retargeting, GTM Assign custom landing pages for repeat
business
37. Checklist & Tools – 2 of 2
TO DO TOOL WHAT
Find “best” time of day social
push metrics
Co-Schedule and/or Buffer App Push to social, track with UTM
Google Analytics Review Google GA Gallery Search for “content analysis” and install
Headline testing and idea
generators
Hubspot and Coschedule Test different headlines and use in TITLE, similar
match in either H1 or H2
Track social data movement http://socialcrawlytics.com Track and monitor external referrers
Web Analytics Google, Clicky Weekly SEO / Content effectiveness reports
Website Speed GTMetrix, Google Pagespeed Monthly and after deployments
42. REMINDER FOR “CONVERSIONS”:
Run Your Business By The Numbers (KPI’s)
• Cost Per Lead?
• Cost Per Sale?
• Cost Per Click?
• Cost Per Registrant (Webinar)?
• Average Order Value (AOV)?
• Conversion Rate (action events & calls)?
• Lifetime Customer Value ?
• Retention vs. Attrition?
43. Traffic & Engagement Metrics
•What pages are improving? (Google Analytics)
•What keywords are improving (Traffic & rankings - GA & GSC)
•Bounce rate, time on site, pages per visit
•Mobile / Smartphones
• AMP considerations
44. Tracking Results
• Conversion metrics
• What goals have you established and are improving? (Google Analytics)
• Call tracking metrics
• GA Events/Goals, Callrail or Twilio
• Social metrics
• Socialcrawlytics, Simplymeasured
45. For Executives & Strategists In The Room:
Do this next week:
1. Determine the most key “stage” to focus on (audience/competitive
research)
2. Reach out to those who can help you (and/or outsource)
3. Begin to plan out “most needed” content and begin headline / synopsis
drafts
46. For Webmasters and Geeks In The Room:
Work with the executive team (find a sponsor in the organization)
Produce results from the checklist as proof points and ideas
Show data from the existing website
Do this next week:
47. TEXT “Socialmedia” to 38470
You’ll receive: (First 15 During Conference)
FREE GIFTS: REPORTS & RESOURCES
1. One (1) Social Media Audit + Our SEO Audit Report Card
2. One (1) Copy Of “The Ultimate Guide To Optimizing Websites” (S&H only)
3. The Updated Essential Social Media Tools List
Valued at
$697.00