Wine & Web: Content Strategy for Lead Generation

#wineweb
CONTENT STRATEGY
for LEAD GENERATION
no. 75

@crestodina #wineweb
“A plan to reach a specific goal”

“A plan to use content reach a specific business goal”

CONTENT
Blogs / Articles
Social media content
Press releases
Whitepapers
Videos and podcasts
Training materials
Policies
Procedures
Project / Client Docs
Proposals / Contracts
Marketing Content Internal Content

Audience & Topics
Put your content on a mission

International travelers get
travel tips and news
to make travel easier

Help engineers answer the
most challenging industrial
soldering questions

The best source of info on optical LANs.
We show IT buyers how to address tech and
business challenges, identify trends, reduce
expenses and improve user experiences

Where digital marketers find practical advice
on content, analytics and web design
to get better results from their websites.

Our content is where
[audience x] gets
[information y] that offers
[benefit z].

Source: Content Marketing Institute
“Do you have an editorial mission statement?”

Source: Content Marketing Institute

Marketers who document
their mission statement are
3x more likely succeed

Where office managers find
fun tips for the workplace and benefits
to build happier, more productive teams.

Topics and focal distance

Topics and focal distance
Is Beer At
Work a
Dumb Idea?
Awesome
Office Kitchens
Top 10
Office Perks

How, Who & Where
Formats, Contributors and Locations

Formats
There is more to life than text

FORMATS
articles, guides, ebooks
infographics, diagrams, memes
How to, explainers, animations
interviews, roundups
Text
Images
Video
Collaborative

Movement is more powerful than images.
Images are more powerful than text.

Source: Periodic Table of Content

“Let’s turn our top ___________
into _____________”

into _____________”
blog post
a video

into _____________”
blog post
an infographic

into _____________”
video
a webinar

into _____________”
FB post
a newsletter

Are people looking for this information? ...yes!
source: keywordtool.io

Works in Search Works in Social
Answers questions Triggers emotion
Headlines with explicit benefits Headlines with curiosity gap
Long and detailed Compelling visuals
Contributor quotes
from experts
Contributor quotes
from social influencers

Influencers & Collaboration
Outreach, collaboration and earned media

Content should be
designed to attract visitors

Optimized for search…

Optimized for social…

1. Quote and mention in an article
2. Ask for a contributor quote
3. Include them in an expert roundup
4. Invite them to guest post
5. Deep dive interview
5 Ways to Collaborate

An ally in creation is an ally in promotion

Share and
mention

If you’re not making friends,
you’re doing it wrong.

There are two kinds of people on the internet
Creators
Consumers

Guest Blogging & PR
Outreach and earned media

Content = 2
Links = 0
Friends = 0
Content = 3
Links = 1
Friends = 2
Round One

Content = 4
Links = 0
Friends = 0
Content = 6
Links = 2
Friends = 4
(better links + real connections)
Round Two

Nice blog, but… This is what great
content marketing looks like.
Round Four

I wrote an article for you.
Here it is.
Aaron Orendorff
Expert Guest Blogger

Let’s do this!
Putting content together to drive leads

They want info.
We want leads.

Your website is the mousetrap.
Your content is the cheese.
Barry Feldman
Feldman Creative

The Service Page
Office Coffee Delivery
Keyword-focused: “Office coffee delivery service”
Conversion optimized: answers, testimonials, CTAs

The Anchor Piece
Office Perk Ideas from the Top 50
Workplaces
Original Research
Keyword-focused: “office perks ideas”
Charts and Graphs
Quotes from contributors, influencers

The Content Upgrade
Complete Guide to Top Office Perks
Designed: eBook PDF with charts
Gated: enter email address to download

How-to Article
How to retain your employees
Keyword-focused
Uses charts from anchor piece
Quote from influencer
Links to anchor piece

“Evil Twin” Guest Post
How to lose a top employee in 30 days
Published on high DA website
Links to how-to and anchor piece

Infographic
Top Perks at Top Offices
Designed with charts, stats
Includes a short article

Guest Post / Infographic
Top Perks at Top Offices
Published on high DA website
Includes a new short article

Influencer Interview
What employees really want
Content creator:
• Large following
• Writes for high DA website
In-depth conversation

Contribution / Interview
New Research! What’s on Tap
at Top Workplaces
High DA website
Guest post, email interview or
podcast interview

Blog Post One
5 Workplace Secrets: Inside
Top Offices
Provocative headline

Blog Post Two
Coffee, Tea, Beer? What
they’re drinking at top offices
Links to service page

Blog Post Three
The Dirt on Dishes: What’s
wrong with office kitchens
Links to service page

Q1 Q2 Q3 Q4
Original Research
(search optimized)
Ultimate Guide
(search optimized)
Detailed How-To
(search optimized)
Original Research
Full report Checklist Resource Guide Full Report
Video Infographic Infographic Animation
Influencer
Interview
Round Up Panel-style article
with three
influencers
Influencer
Interview
Article for Media
Site
Guest post on
industry blog
Short series for
local association
Contribute to
media column
3-5 articles 3-5 articles 3-5 articles 3-5 articles
Anchor Piece
Content Upgrade
Media
Collaboration
PR / Guest Post
Blog Posts

Design Your Own Skillset!
Be valuable to your clients, your brand and yourself

COMPENSATION CHANGES: June 2016 – Nov 2017

1. Know their audience
2. Understand topics, keywords and SEO
3. Use many formats
4. Collaborate with influencers
5. Publish in many places
Persistence and Structure!
Great Content Strategists…

More to think about...
• Personas
• Paid
• Marketing automation
• Workflow
• Measure, audit and optimize

How to do all this stuff...
• Content Strategy Explained in 180 Seconds!
• How to Create Your Content Marketing Mission
• A Guide For Repurposing: The Periodic Table of Content
• Content Marketing Collaboration: 5 Ways to Upgrate Your Content

@crestodina
Andy Crestodina
THANK YOU!

Wine & Web: Content Strategy for Lead Generation

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