Content Marketing, WordPress, and SEO Haden Interactive SEO Launchpad

About Us www.hadeninteractive.com 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 WordCamp or at www.hadeninteractive.com Here’s our team – we’d love to meet you and we’re happy to answer questions. 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. (DemandMetrics) 93% of B2B marketers use content marketing. (CMI) Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (Aberdeen) 60% of the most effective B2C marketers have a documented content strategy. (CMI) 67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions. (Lenati) Content marketing is highly effective.

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 “Put your keyword in the first sentence, the last sentence, and in bold in the middle.” Is that reasonable? 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. Producing high quality content takes a lot of time and skill. Percentage of our clients who produce their own content on a regular basis:

Obstacles to Effective Content Marketing #3: Technology Video, podcasts, Audio Story connections… WordPress makes publishing easy. How do you get your content online? WordPress 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! This client said we could share his results. 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, LeadIn, 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 Content marketing works largely because of its value for SEO. 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 Our favorite content marketing example

What good content can do in 6 months

The other side of the story The last 6 months – nothing much going on, because we no longer add content to the website. Note that we still got over 30k pageviews. There is lasting value to content marketing, even if you don’t keep it up, but you won’t see continued growth if you quit.

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 Specific Measurable Aligned with your organization’s 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 This report can help you see whether you’re talking to the right people. If you sell products for women, you could have a goal of increasing female visitors.

Google Analytics Interest Reports Shows behaviors collected elsewhere on the web.

How to enable demographics reports

LeadIn Report Only shows people who contact you, so it’s not violating their privacy, but it lets you know what kind of content appeals to the people who convert.

Step 3: Identify Problems, Questions, and Concerns …all along the path to purchase Problem Possible solutions Local providers Criteria list – Do they take my insurance? Are they taking new patients? Do they require a long-term 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 Use Yoast SEO plugin for guidance. Proofreading Plugin or ProofreadBot 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 pre-qualify, 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 8: 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