Más contenido relacionado La actualidad más candente (20) Más de TopRank Marketing Agency (20) Content Marketing Ideas! How to Find the Best Stories to Tell Your Customers20. #CMF16 @leeodden
Customer Persona
Buying
Cycle
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category invesFgaFve video, white paper
Considera0on comparison demos
feature comparison,
reviews, case study
Purchase transacFonal referrals buyer guide
Reten0on Fps best pracFces FAQ, how to, support
Advocacy supporFng parFcipaFon buyer community
Buyer – “Stan”
• Pain Points
• Goals
• Interests
• Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
Buyer Insights > Keyword & Topic Research > Content Crea0on & Op0miza0on
51. #CMF16 @leeodden
Content
Planning
Audits
Program
Implementation
Attraction &
Promotion
Performance
Optimization
TopRankMarketing.com
Customer Segments
Inform Personas
Map Topics/Keywords
to Buying Cycle
Influencer Research
& Mapping
Optimized Content Plan
(New): Site,
Blog, Social Profiles
& Networks
Off Site Content:
Guest Posts, Byline
Articles, Content Objects
(eBooks, Infographics,
Video, Reports, Guides)
Content Amplification
Social Profile
Alignment:
Messaging, Keywords
Social Media
Influencer Outreach
Optimize Social
Connections: Google+,
Authorship, Twitter,
Facebook, LinkedIn,
YouTube, Flickr
Blog Optimization:
Search, Social Shares
Social Network
Engagement
Social Channel
Promotions
SEO KPI
Measurement:
Ranking, Referred
Organic Traffic
Keywords, Links,
Share of Search
Results
Social KPI
Measurement: Brand +
Keyword Mentions,
Social Referred Traffic,
Engagement, Social
Citations, Sentiment,
Share of Conversation
Content KPI
Measurement: Page
views of Target
Content, Actions from
Target Content,
Shares, Engagement,
Links
Keyword Audit,
Difficulty &
Glossary
Content & Digital
Assets Audit
Tech SEO Audit
External Link Audit
Social Media Audit
Competitive Audit
Internal and
External Influencer
Advocates
Keyword Mapping to
Content
Content Creation,
Influencer Co-Creation,
Curation, Repurposing
Content Optimization
WMT Crawl, Page Speed,
Structured Data, HTML/
Code, URLs, Internal Links
External Link Signal:
Acquisition, Reclamation,
Disavowal
Digital Asset Optimization:
Image, Video, Audio, MS
Office Docs, PDFs
Identify Program
Objectives
Research Market,
Competition, Current
Situation
Develop Integrated
Marketing Strategy
Define Target
Audience Segments
Research Audience
Goals, Pain, Triggers
Research Topics,
Keywords, Messaging
Themes
Research &
Strategy
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