CONTENT MARKETING WORDPRESS AND SEO Haden Interactive SEO

CONTENT MARKETING, WORDPRESS, AND SEO Haden Interactive SEO Launchpad

ABOUT US Haden Interactive is a web content and SEO firm. Since 2008, we have provided strategic communication, quality content, and SEO strategy for clients on four continents. www. hadeninteractive. com Haden Interactive Address: 1337 E Ash St, Fayetteville, AR 72703 Phone: (479) 966 -9761 Email: rebecca@hadeninteractive. com 2

OUR TEAM Meet us here at Word. Camp or at www. hadeninteractive. com Rebecca Rosie Gideon Brittany 06

WHAT IS CONTENT MARKETING? Creating Content, Not Ads High quality content designed to be valuable, helpful, entertaining – and to make people think of you when they need your goods and services. It’s not a new idea.

“CONTENT ISN’T KING… IT’S AIR. ” JOHN JANTZ, DUCT TAPE MARKETING • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Demand. Metrics) • 93% of B 2 B marketers use content marketing. (CMI) • Conversion rates are nearly 6 x higher for content marketing adopters than non-adopters (Aberdeen) • 60% of the most effective B 2 C marketers have a documented content strategy. (CMI) • 67% of the typical B 2 B buyer’s journey is now done digitally, and 9 out of 10 B 2 B buyers say online content has a moderate to major effect on their purchasing decisions. (Lenati)

OBSTACLES TO EFFECTIVE CONTENT MARKETING #1: No Strategy Random bursts of content are only randomly effective. Start with a strategy.

OBSTACLES TO EFFECTIVE CONTENT MARKETING #2: Producing Content • Actually getting content created is the #1 challenge in content marketing, according to marketers. • Marcus Sheridan says thousands hear the message, but almost none follow through.

REALITY CHECK It’s harder than you think. Percentage of our clients who produce their own content on a regular basis: 0

OBSTACLES TO EFFECTIVE CONTENT MARKETING #3: Technology • How do you get your content online? • Word. Press helps with a lot of the hard parts. • We’ll be looking at some of the plugins that make a difference.

TWO TYPES OF CONTENT MARKETING You probably need them both.

ONGOING CONTENT MARKETING Plugins to Try • Blog, vlog, podcast: Edit Flow, Yoast, Contextly, Audio Story • Social media: Add This, Jetpack Publicize, Better Click to Tweet • Email marketing: Subscription widgets, Scroll Triggered Box

A WORD ABOUT BLOGS Not an obvious candidate for a blog! Results in their first year: • 21. 12% increase in traffic overall • 72. 17% increase in organic search traffic • 23. 62% increase in unique visits to the Contact Us page • 40% increase in sales

CONTENT MARKETING CAMPAIGNS • • • Plugins to Try Lead magnets: Add This, Lead. In, Optin Monster White papers, ebooks: Easy Digital Downloads Video: native functionality, Zedity Political action: Salsa Infographics: Infogram, Venngage Guest posts

STEP BY STEP CONTENT MARKETING STRATEGY … and what does that have to do with SEO?

SEARCH ENGINE OPTIMIZATION — n computing the process of adjusting the content, structure, etc, of a website so that it will be displayed prominently by a search engine The purpose of SEO is to communicate well enough with search engines that they offer your website to people who want what your website offers. The #1 best tactic for SEO is adding high quality original content to your website on a regular basis. 3

THE PROOF OF THE PUDDING IS IN THE EATING

WHAT GOOD CONTENT CAN DO IN 6 MONTHS

THE OTHER SIDE OF THE STORY

STEP 1: HOW WILL YOU KNOW YOU’VE SUCCEEDED? Decide on your goals and the metrics you’ll use to measure success. Make sure the metrics show progress toward the goals, and make sure your KPIs can be seen online.

SMART GOALS Your goals should be • Specific • Measurable • Aligned with your organization’s goals • Realistic • Time-based

INTERNAL VS. EXTERNAL GOAL-SETTING • Internal goals, such as “continuous improvement” or “a 30% increase year over year in Contact forms” • External goals, such as “ 100 visitors a day, since that’s what our competitor has” or “$5, 000 per month in sales, to cover our fixed costs”

STEP 2: BUILD PERSONAS • What problems can you solve for him? • What questions does he have about your goods and services? • What are his interests? • What demographic information do you need to know about him? • What’s his path to purchase? Learn more: http: //www. hadeninteractive. com/perfect-buyer-persona/

GOOGLE ANALYTICS DEMOGRAPHICS REPORT

GOOGLE ANALYTICS INTEREST REPORTS

HOW TO ENABLE DEMOGRAPHICS REPORTS

LEADIN REPORT

STEP 3: IDENTIFY PROBLEMS, QUESTIONS, AND CONCERNS …all along the path to purchase 1. 2. 3. 4. Problem Possible solutions Local providers Criteria list – Do they take my insurance? Are they taking new patients? Do they require a longterm contract?

STEP 4: IDENTIFY KEYWORDS Terms people use when they are looking for goods and services like yours.

USE DATA, NOT THE DICTIONARY Where to find the right keywords • • • Google Adwords Keyword tool Google Trends Google Analytics Google Search Console WP Keyword Suggest plugin Ask target customers, “What would you type into Google if you needed…”

REMEMBER THE LONG TAIL KEYWORDS More specific words and phrases • These are not the top keywords, but they add up to more total visits. • Not “beer” but “Ozarks-made craft beer”

STEP 5: CREATE TOPICS

STEP 6: CREATE GOOD CONTENT • A main point • Strong support • Include keywords and semantically relevant terms • No grammatical or spelling errors – Google includes that in their algorithm • Longer rather than shorter • Use Yoast SEO plugin for guidance. Proofreading Plugin or Proofread. Bot can help, too.

STEP 7: PROMOTE YOUR CONTENT Spread the word • Social media – post it yourself, and use share buttons. Plugins to try: Add This, WP Social Sharing, Pinterest Pin It, Publicize • Email heads up – personal, RSS, Jetpack subscribe widget • Newsletter – subscribe widget for your email platform

STEP 8: GET PERMISSION TO CONTACT • Offer premium content in exchange for contact information. • Ask for more info if you want to prequalify, less if you want a bigger list. • Let visitors know what you’re going to do with that information. • Follow up – and not just once. Guy Kawasaki says increase contact to the point where people start to unsubscribe. • Track individuals’ engagement with your content and give them more of what they like. • Segment your list based on this data.

STEP 9: MONITOR AND ADJUST Track your results • • • Did you meet your goals? Were there unexpected benefits? What worked? What needs work? Use this information to update your strategy for the future.

THANK YOU FOR YOUR ATTENTION! www. hadeninteractive. com