Advanced Content Marketing

1. Presentation Title
Subtitle
Month, #, Year
Engagement, Efficiency
& Business Impact
…with some non-obvious,
more advanced content strategies
November 24, 2020

2. Engagement, Efficiency & Business Impact
If your Domain
Authority is…
1-30
New player
30-50
Niche site
50-70
Trusted resource
70-90
Major blog
Media site
…focus on… Deep content
and outreach
Original research Influencers
(invite guest
contributors)
Monetization
…with this mix… 25% owned
(on-site)
75% earned
(guest posts)
50% owned
50% earned
75% owned
25% earned
100% owned

3. 1. Full Funnel Content Marketing

4. source: Forrester, 2010

7. Awareness
Consideration
Action

8. Problem Aware
Solution Aware
Brand Aware

9. TOP
MIDDLE
BOTTOM

11. Topic Thought leadership / content marketing
Keyphrase “What is thought leadership marketing?” (info intent)
Location Blog
Format Original Research / Article
Influencers Subject matter experts, social influencers
Channel Search
Goal Brand awareness (traffic), Authority (links), Email list growth

12. Topic How to design a B2B service page
Keyphrase “B2B website” (commercial intent)
Location Blog
Format Guide / Diagram
Influencers Current clients
Channel Emailed directly to prospects, webinars, sales calls
Goal Sales enablement

13. Engagement, Efficiency & Business Impact
Sales Follow Up Email

14. Topic Keyphrase Location Format Influencers Channel Goals
Content
marketing
Information
intent
Blog
Original
research
article
SMEs, social
influencers
SEO
Brand
awareness
web design
Commercial
intent
Blog
Guide with
diagram
Current
clients
1-to1 emails,
webinars,
sales calls
Sales
enablement

15. Topic Keyphrase Location Format Influencers Channel Goals
Content
marketing
Information
intent
Blog
Original
research
article
SMEs, social
influencers
SEO
Brand
awareness
web design
Commercial
intent
Blog
Guide with
diagram
Current
clients
1-to1 emails
Webinars
Sales calls
Sales
enablement
? ? ? ? ? ? ? ?

16. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
(testimonials)
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
TOP
MIDDLE
BOTTOM

17. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

18. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

19. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

20. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

21. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

22. Keyphrase Location Format Influencers Channel Goals
Information
intent (?)
Blog
Landing pages
“How to” Articles
Original research
infographics
Celebrities
Social influencers
Thought leaders
SEO
Social Media
Email
Traffic
Brand awareness
Link building
Digital PR
Commercial
intent ($)
Blog
Landing pages
Sales pages
Guides
Testimonials
Webinars
Testimonials
SMEs
Current clients
SEO
Email
Webinars
Leads
ABM
Sales enablement
Navigation intent
Sales pages
Homepage
Case studies
Comparison tools
Savings calculator
Prospects
Current clients
1-to-1 emails
Webinars
Sales calls
Leads
Loyalty
source: SEMrush
TOP
MIDDLE
BOTTOM

24. 2. The Structure of
High Performing Content

25. Make your Content
Super Visual

27. Engagement, Efficiency & Business Impact
How to hold attention on long posts
Add something visual at every scroll depth
• Charts and graphs
• Diagrams and screenshots
• Faces of contributors
• Call out quotes and statistics
• Videos and animations

30. Engagement, Efficiency & Business Impact
source: How Little to Users Read? NN Group
Users have time to read at
most 28% of the words
during an average visit
20% is more likely.
Readers don’t read

31. Engagement, Efficiency & Business Impact
Format for scanners

32. 75%
50%
75%
50%
Scroll Heat Maps
source: HotJar

33. Include Contributor Quotes
in Every Article

34. Engagement, Efficiency & Business Impact
1. Contributor quote
2. Expert roundup
3. Deep dive interview
3 Types of Content Collaboration

35. “Hi, Mark! Would you like to
contribute a quote to this article?”

36. “Hi, Mark! Would you like to
contribute a quote to this article?”
“Sure, Andy! No problem.
How does this sound?”

37. “Sure, Andy! No problem.
How does this sound?”
“This is perfect. Thank you!
I’ll let you know when this is live...”
“Hi, Mark! Would you like to
contribute a quote to this article?”

39. Engagement, Efficiency & Business Impact
1. Content quality (expert POVs)
2. Better social reach (ego bait)
3. Grows your professional network
3 Benefits of Content Collaboration

40. Engagement, Efficiency & Business Impact
1. Content quality (expert POVs)
2. Better social reach (ego bait)
3. Grows your professional network
…with content creators who create links
and therefore might one day pass
authority from their site to yours.
3 Benefits of Content Collaboration

41. 3. Where & How to Add Video

42. Where is your
audience?
What are they
doing there?
Type of Video
(and their purpose)

43. Where is your
audience?
What are they
doing there?
Type of Video
(and their purpose)

44. Where is your
audience?
What are they
doing there?
Type of Video
(and their purpose)

46. Engagement, Efficiency & Business Impact

50. Engagement, Efficiency & Business Impact
Instructions: How to track video views in Google Analytics

51. Engagement, Efficiency & Business Impact
Instructions: How to track video views in Google Analytics

52. Engagement, Efficiency & Business Impact
Instructions: How to track video views in Google Analytics

53. Engagement, Efficiency & Business Impact
Instructions: How to track video views in Google Analytics

54. 4. Lead Magnets & Landing Pages

55. Do bloggers who use lead magnets get better results?
source: 2020 Blogging Survey, Orbit Media

56. Bloggers who use lead magnets
are 57% more likely
to report “strong results”

58. Prominence

59. Prominence
Promise

60. Prominence
Promise
Proof

62. The CTA

65. BENEFITS COSTS

66. RETURN INVESTMENT

69. what (specific action)
why (value / benefit)
Formula for high performance CTAs
I want to…
because…

70. what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)

71. what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)

72. what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)
what (specific action)
why (value / benefit)

73. Anatomy of a High-Converting Form

74. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

75. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

76. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

77. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

78. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

79. 1. Form Headline
The “what” of your offer.
2. Subhead
Add clarifying description. Introduce the “why” they
should care.
3. Benefits Bullets
The benefits extend the “why” in an easy to read format.
4. The Form
Collect the minimum amount of info. Maybe a bit more.
5. Call to Action
Describes what will happen when they click
…or reinforces what they’ll get.
6. The Closer
A last minute nudge to encourage the click (social proof,
urgency, trust statement or important details)
Guide to Moats and Gates
10 Tips for Medieval Defense
This is your complete guide
for keeping barbarians out!
• When to use oil or spikes?
• Safety tips for wall guards
• Moat maintenance ideas
Name
Royal Title
Email
Get My 10-Step Guide
for Castle Defense
(We never share info with the clergy)

80. 5. The Art of Updating Old Articles

81. How can we make more of these?
Initial spike from
email and social
(one week)
Daily visits from
organic search
(months or years)

82. Acquisition > Search Console > Queries

83. Acquisition > Search Console > QueriesAcquisition > Search Console > Queries

84. Acquisition > Search Console > Queries

85. Acquisition > Search Console > Queries

86. Acquisition > Search Console > Queries

87. How high
are we ranking?

88. How high are
we ranking?
Current ranking
for phrase: #9

89. Defend your traffic magnets

90. Some pages get waaaay more traffic than others…

91. …like 24,330% more than others

93. Which articles need a little love?

94. Engagement, Efficiency & Business Impact

95. @crestodina #Event

98. If all of my content is up to-date and ranking
where I think it should be, I’ll write something new.
If not, I’ll update and relaunch an old post.
Brian Dean
Backlinko

99. I fear not the man who practiced 10,000 kicks once.
But I fear the man who has practiced one kick 10,000 times.
Bruce Lee
Kung Fu Master

109. source: KeywordTool.io

110. source: KeywordTool.io

114. Semantically related phrases and subtopics

115. Semantically related phrases and subtopics

117. Engagement, Efficiency & Business Impact
• 845 words
• 6 sections
• 5 charts
Before

118. Engagement, Efficiency & Business Impact
• 845 words
• 6 sections
• 5 charts
Before
• 4300 words
• 4 main sections, 27 subsections
• 30 charts and diagrams
• 5 contributor quotes
After

119. Make the best page
on the internet for your topic

124. You don’t need 1000 articles.
You need 100 great articles.

126. WARNING! Do not change the URL

127. Use URLs that are easy to reuse later...
website.com/7-url-best-practices

128. website.com/7-url-best-practices
website.com/url-best-practices-infographic
Use URLs that are easy to reuse later...

129. website.com/7-url-best-practices
website.com/url-best-practices-infographic
website.com/url-best-practices
No numbers, no formats!
Use URLs that are easy to reuse later...

130. 6. Laser Focused Link Building

131. “Hey would you like to
contribute to my post?”

134. “Sure! How about something
about marketing collaboration?”
“Hey would you like to
contribute to my post?”

135. “Hey would you like to
contribute to my post?”
“Sure! How about something
about marketing collaboration?”
“Sounds great, buddy!”

139. Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com