Download the content marketing mastery presentation from Casie Gillette, presented at SMX Advanced 2017.

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Creating Content That Works
CONTENT
MARKETING
MASTERY

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• What I Do: Director of Online Marketing at
KoMarketing, a B2B Digital Marketing firm in
Boston, MA.
• I’m Old: In the online marketing industry for over
12 years, working on both the agency side and in-
house.
• Things I Like: SEO, Dogs, Pizza, Netflix &
Smiling…it’s my favorite.
• Find Me: Connect with me on Twitter @casieg.
About Casie (Sounds Like K-C)

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2 MILLION blog
posts written every
day.

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Content marketing is
up 300%, but only 5%
drives engagement.

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The landscape is
evolving.

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Mobile has overtaken
desktop search.

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By 2020, 50% of daily
searches will be through
voice searches.

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The average reader
spends 37 seconds
reading an article or
blog post.

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Search results are
evolving.

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Content budget remains
a top challenge for
marketers.

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Strategy Development
• Data Analysis
• Competitor Analysis
• Audience Analysis

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Gathering Our Data
• How are pages performing?
• What they are performing for?
• Who is linking to them? Why?
• What has organic visibility?
• What is being shared?

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Analytics: Top Content

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Analytics: Top Organic
Landing Pages

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Analytics: Top Referral
Landing Pages

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Analytics: Top Social
Landing Pages

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Analytics: Leads & Sales

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Analytics: Leads & Sales

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Search Console / WMT

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WMT: Top Linked Pages

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Funnel our data.

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Type Structure Keyword

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- Main
- Blog
- Resource
- News
- Job Board
- Video
- List
- How To
- Question
- eBook
- Report
- General
- Theme 1
- Theme 2
- Theme 3
- Theme 4

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Keywords

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Structure

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Type

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Exercise 1: Aggregate Your Data (10-15 min)
• Step 1: Export Jan 1, 2016-Dec 31, 2016 for 3 of the following (top 25):
• Top Overall Content
• Top Organic LPs
• Top Referral LPs
• Top Social LPs
• Top Pages Driving Leads/Sales
• WMTTop Linked Pages
• Step 2: Put each in it’s own tab
• Step 3: Assign an asset type, structure, and keyword
• Step 4: Sort & scan
• Step 5: Note your trends

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what ELSE is performing?

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WMT: Keywords

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WMT: Top Pages

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WMT: Keywords by
Page

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• High Impressions
• Good Avg. Position
• Low Clicks

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SEMRush

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ALT: SERPStat

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SEMRush: Keywords
by Page

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Fresh Opps!

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Funnel it.

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• Top pages
• Keywords 5-10
• Cost

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BuzzSumo: Shares

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BuzzSumo: Content
Analysis

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BuzzSumo:
Content length

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Trends
• Top pages
• Type / Structure
• Keywords

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Exercise 2: Finding Keyword Opportunities (5-10 min)
• Search Console / WMT
• Step 1: For each of your 5 top posts, identify 10 keywords that have high impression numbers, good avg.
positions (5-15) and low clicks.
• Step 2: Create a new tab in your workbook
• Step 3: Add your list of keywords into the new tab
• We will build on this later 
• SEMRush / BuzzSumo
• Nothing official. Play around with the tools.

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Strategy Development
• Data Analysis
• Competitor Analysis
• Audience Analysis

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Competition

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What we want to understand…
• What are they doing?
• How is their content performing?
• What can we learn?

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For our purposes…
• On-Site Content
• Search
• Social
• Links

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• How Much?
• What Kind?
• Frequency?

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http://www.seerinteractive.com/blog/screaming-frog-guide/

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SEMRush: Pages &
Positions

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SEMRush: Overlap

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SEMRush: Links

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SEMRush: Linking
Domains

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Moz OSE: Links

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BuzzSumo: What
else?

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Dig in.

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Strategy Development
• Data Analysis
• Competitor Analysis
• Audience Analysis

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Who?

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CRM
• Titles
• Departments
• Companies
• Locations

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Email List
• Names
• Companies
• Title / Department

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Social Profiles
• Ages
• Locations
• Interests

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Google Analytics
• Ages
• Locations
• Interests
• Technology

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What are they
sharing?

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BuzzSumo: Shares

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What are they
asking?

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27% of search queries
are questions.
~ BlueNile

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Answer boxes were
in 15% of SERPs.
~ GetStat

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Answer the Public

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KeywordTool.io

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KeywordTool.io:
YouTube / App

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FAQFox

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Bloomberry

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Funnel it.

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Strategy Development
• Data Analysis
• Competitor Analysis
• Audience Analysis

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Ideation & Creation

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First we review our
data.

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What do we need?

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Start with what you have.

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Analytics: Top Organic
Landing Pages

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• Older pieces
• Still relevant
• Low traffic

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• Is it worth keeping?
• What is it ranking for?
• How can we make it better?

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• Step 1: Identify the asset
• Step 2: Evaluate it’s existing performance
• Step 3: Assign keyword phrase
• Step 4: Analyze the SERPs
• Step 5: Modify/enhance the content
Steps to Refreshing Your Content

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Step 1: Choose your asset.

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Step 2: See what it’s doing

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Step 3: Pick a target
• Relevant
• Search Volume
• Good Position

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Step 4: Analyze the
SERP
• Type
• Structure
• Authority

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Step 5: Reformat the format

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• Step 1: Identify the keyword
• Step 2: Evaluate the content ranking
• Step 3: Analyze the SERPs
• Step 4: Modify/enhance the content
Steps to Refreshing Your Content

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YouTube
Email
Webinar Clips Sales Materials
Blog Recap
Social
Webinar

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YouTube PlaylistBlog Post
Video
Social Images Newsletter
Slideshare On-Site

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generate content Ideas the audience wants.

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Questions
• Blogs
• Guides
• Videos
• Social content

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Asset for DAYS!!!!

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Promotion &
Measurement

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If a marketer writes a piece of
content will anyone read it?

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Build Buzz. Pollenate

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Basic channels.

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Asset
x10 x3

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Premium.

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BuzzSumo: Who is
sharing?

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• Related Assets
• Keyword Focus
• Export

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Hashtags

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Email List
• Names
• Companies
• Title / Department

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Groups

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Referrals

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Find the right person.

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All the emails!

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AllmyTweets

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Pay to play.

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Data
Sponsored
updates
Lookalike
Email
campaigns
Groups Retargeting

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Remember
me?

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Measurement

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Baseline by Goal
• Highs
• Lows

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Baseline by Asset Type
• Highs
• Lows

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Baseline Data
• Traffic
• Links
• Engagements
• Leads
• Combination

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Exceed the high.

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Organic growth
• Refresh MOM
• New holistic
• Links monthly
• Search visibility

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Infographic
• Links
• Asset traffic

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Report
• Links
• Traffic
• Shares
• Leads

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Strategy is key.

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komarketing.com/smxadvanced17

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casie@komarketing.com
@casieg

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Thank youoooou