Cricket Playbook for Growth Marketers: Adjust x Glance report
Mastering the Art of Blogging: 6 Recipes to Help You Become A More Successful Content Creator
1. Mastering the Art
OF BLOGGING
6 Recipes to Help You Become A More Successful Content Creator
Photo Credit: Jamie Oliver
@azeckman
2. WHO AM I?
TopRank Marketing
Full service digital marketing agency
• Content Marketing
• Influencer Marketing
• Social Media Marketing
• SEO Ashley Zeckman
Director of Agency
Marketing
@azeckman
3. Photo Credit: Moon Palace
52%
say blogging is critical to
their success.
- CMI & MarketingProfs
80%
of companies blog.
- CMI & MarketingProfs
Only 37%
have a
documented
content strategy.
- CMI & MarketingProfs
4. Recipe index
1. Discovery Donuts
2. Content Mission Canapés
3. Best Answer Biscuits
4. Less is More Lasagna
5. Content Cheeseburger
6. Influencer Ice Cream Sundae
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6. “A blog is only
as interesting as
the interest
shown in others.”
Lee Odden
CEO, TopRank Marketing
@azeckman
7. UNDERSTAND YOUR AUDIENCE
Today’s consumers are
overwhelmed with information and
have become much more selective
about which companies or brands
they interact with.
Successful digital marketing strategies
identify who consumers are, what they
care about and who influences them.
@azeckman
8. ONE SIZE DOES NOT FIT ALL
Memes
Long-Form Content
eBooks
Gated Content
Blog Content
Memes
Exploring New
Recipes
Technically
Sound Dishes
Healthy Meals
@azeckman
9. IDENTIFY KEY TRAITS
To better reach prospective
customers, identify key traits of
your current ideal customers.
Then develop profiles or
personas to better target these
identified audience members.
Blog Content
Memes
Healthy Meals
@azeckman
11. UNCOVERING AUDIENCE NEEDS
Ask Customers Directly: Surveys, Social Polls, Customer Calls
Review Analytics: Content Types, Key Phrases
Keyword Research: Uncover top questions for “best answer” strategy
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12. THE CIRCLE OF INFLUENCE
Celebrity
Chef
Investor
Food
Network
Exec
PR
Manager
Investor
Restaurateur
Image
Consultant
Food
Blogger
Sous Chef
@azeckman
14. “To work, your
[content] mission
statement has to be all
about the pain points
of your readers.”
Joe Pulizzi
Founder, Content Marketing Institute
@azeckman
15. What to include
• Who you are.
• Who you’re trying to reach.
• How you plan to reach them.
• What you want to accomplish.
@azeckman
16. Consider multiple target readers
Memes
Long-Form Content
eBooks
Gated Content
Blog Content
Memes
Exploring New
Recipes
Technically
Sound Dishes
Healthy Meals
@azeckman
17. Recipe 3: best answer biscuits
Photo Credit: Food Network
18. “Create signals of
authority that position
you as the best answer
wherever your customers
are searching.”
Lee Odden
CEO, TopRank Marketing
@azeckman
19. The harsh content reality
@azeckman
50%
of content gets 8
shares or less.
- BuzzSumo & Moz
24,000 GB
of of data is uploaded
every second.
- Internet in Real Time
Photo Credit: littlethings.com
20. PROVIDE CONSISTENCY
Content creation is actually a
multi-channel approach.
Everything from your blog
posts to site content and
social profiles need to create
a consistent experience.
@azeckman
24. POWER PAGES & Posts
Key to a best answer strategy
is creating resource rich
content that ranks well in
search engines.
These pages should essential
be the “best answer” for a
particular topic.
@azeckman
26. Recipe 4: LESS IS MORE LASAGNA
Photo Credit: Food Network
27. “We don’t need
more content, we
need better
content.”
Ann Handley
Chief Content Officer, MarketingProfs
28. Why more isn’t better
When you try to pump out more
content, the lowered quality can
actually negatively impact the
perception of your blog or brand.
Instead, focus on creating resource rich,
high quality content.
@azeckman
29. Focus on content impact
It’s important to understand
how you can have the
biggest impact with your
blog content.
But how can you determine
where to focus your efforts?
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31. HOW TO HAVE IMPACT
• Create highly relevant
content
• Use contacts, tools and data
to help determine relevance
• Think about your distribution
strategy
@azeckman
33. “Content repurposing
doesn’t just mean
that you reuse an old
piece of content again
and again.”
Kevan Lee
Director of Marketing, Buffer
34. Evergreen content
Evergreen content can be
slightly modified (or not) and
be used again and again.
Truth is, only a fraction of
your audience saw it the first
time, so why not share again.
@azeckman
35. Top performing posts
By watching your blog
analytics, you can determine
which posts resonate most
with your audience.
Wait awhile, and then do a
revised version that meets
current needs.
@azeckman
36. Start a series
Create a series of posts
about a particular topic to
keep your readers coming
back.
Then you can point back to
the previous posts in the
series to breath new life into
them.
@azeckman
38. “People do not buy
goods and services.
They buy relations,
stories and magic.”
Seth Godin
Best Selling Author & Speaker
Photo Credit: Martha Stewart
@azeckman
39. CURATE INFLUENCER QUOTES
As a first step, you can begin
including influencer
contributions into your blog
content, without event
having to perform outreach.
All it takes is a simple Google
search.
@azeckman
42. CO-CREATE WITH INFLUENCERS
Influencers
can
facilitate
greater
reach
of
your
content,
improve
quality
and
even
inspire
more
buyer
engagement
to
leads.
Ongoing
influencer
involvement
can
also
lead
to
organic
advocacy
of
your
brand,
products
and
services.
@azeckman
44. ENCOURAGE INFLUENCERS TO AMPLIFY
If you curate or co-create,
you can reach out to
influencers and make it easy
for them to share.
Influencers are busy people
so you want to remove as
much friction as possible.
@azeckman
Identify the people that inspire and influence the health of your current and prospective patients or audience.
Use that information to determine what topics or influencers to include in your digital marketing strategy.