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Wine & Web: Content Strategy for Lead Generation

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Orbit Media Studios
Orbit Media Studios

This document outlines a content strategy for lead generation. It discusses developing an editorial mission statement and focusing content around specific audiences and topics. It recommends creating different types of content like blogs, videos and collaborations. It also suggests optimizing content for search and social media, and publishing it in different places. The document provides examples of developing a strategic content plan around a sample topic of office perks. It emphasizes the importance of persistence, structure and repurposing content in different formats to drive leads.

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#wineweb CONTENT STRATEGY for LEAD GENERATION no. 75
@crestodina #wineweb “A plan to reach a specific goal”
@crestodina #wineweb “A plan to use content reach a specific business goal”
@crestodina #wineweb
@crestodina #wineweb CONTENT Blogs / Articles Social media content Press releases Whitepapers Videos and podcasts Training materials Policies Procedures Project / Client Docs Proposals / Contracts Marketing Content Internal Content
@crestodina #wineweb
@crestodina #wineweb Audience & Topics Put your content on a mission
Wine & Web: Content Strategy for Lead Generation
International travelers get travel tips and news to make travel easier
Wine & Web: Content Strategy for Lead Generation
Help engineers answer the most challenging industrial soldering questions
Wine & Web: Content Strategy for Lead Generation
The best source of info on optical LANs. We show IT buyers how to address tech and business challenges, identify trends, reduce expenses and improve user experiences
Wine & Web: Content Strategy for Lead Generation
Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
Our content is where [audience x] gets [information y] that offers [benefit z].
@crestodina #wineweb Source: Content Marketing Institute “Do you have an editorial mission statement?”
@crestodina #wineweb Source: Content Marketing Institute
@crestodina #wineweb Marketers who document their mission statement are 3x more likely succeed
@crestodina #wineweb
@crestodina #wineweb
Wine & Web: Content Strategy for Lead Generation
Wine & Web: Content Strategy for Lead Generation
Where office managers find fun tips for the workplace and benefits to build happier, more productive teams.
@crestodina #wineweb Topics and focal distance
@crestodina #wineweb Topics and focal distance Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks
@crestodina #wineweb How, Who & Where Formats, Contributors and Locations
@crestodina #wineweb Formats There is more to life than text
@crestodina #wineweb
@crestodina #wineweb
@crestodina #wineweb FORMATS articles, guides, ebooks infographics, diagrams, memes How to, explainers, animations interviews, roundups Text Images Video Collaborative
Movement is more powerful than images. Images are more powerful than text.
Source: Periodic Table of Content
“Let’s turn our top ___________ into _____________”
“Let’s turn our top ___________ into _____________” blog post a video
“Let’s turn our top ___________ into _____________” blog post an infographic
“Let’s turn our top ___________ into _____________” video a webinar
“Let’s turn our top ___________ into _____________” FB post a newsletter
@crestodina #wineweb
Wine & Web: Content Strategy for Lead Generation
@crestodina #wineweb Are people looking for this information? ...yes! source: keywordtool.io
@crestodina #wineweb Works in Search Works in Social Answers questions Triggers emotion Headlines with explicit benefits Headlines with curiosity gap Long and detailed Compelling visuals Contributor quotes from experts Contributor quotes from social influencers
@crestodina #wineweb Influencers & Collaboration Outreach, collaboration and earned media
Wine & Web: Content Strategy for Lead Generation
@crestodina #wineweb Content should be designed to attract visitors
@crestodina #wineweb Optimized for search…
@crestodina #wineweb Optimized for social…
@crestodina #wineweb 1. Quote and mention in an article 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview 5 Ways to Collaborate
@crestodina #wineweb An ally in creation is an ally in promotion
@crestodina #wineweb
@crestodina #wineweb Share and mention
@crestodina #wineweb
@crestodina #wineweb If you’re not making friends, you’re doing it wrong.
@crestodina #wineweb There are two kinds of people on the internet Creators Consumers
Wine & Web: Content Strategy for Lead Generation
Wine & Web: Content Strategy for Lead Generation
@crestodina #wineweb Guest Blogging & PR Outreach and earned media
@crestodina #wineweb Content = 2 Links = 0 Friends = 0 Content = 3 Links = 1 Friends = 2 Round One
@crestodina #wineweb Content = 4 Links = 0 Friends = 0 Content = 6 Links = 2 Friends = 4 (better links + real connections) Round Two
@crestodina #wineweb Nice blog, but… This is what great content marketing looks like. Round Four
@crestodina #wineweb
Wine & Web: Content Strategy for Lead Generation
Wine & Web: Content Strategy for Lead Generation
I wrote an article for you. Here it is. Aaron Orendorff Expert Guest Blogger
@crestodina #wineweb Let’s do this! Putting content together to drive leads
@crestodina #wineweb
They want info. We want leads.
Your website is the mousetrap. Your content is the cheese. Barry Feldman Feldman Creative
@crestodina #wineweb The Service Page Office Coffee Delivery Keyword-focused: “Office coffee delivery service” Conversion optimized: answers, testimonials, CTAs
@crestodina #wineweb
@crestodina #wineweb
@crestodina #wineweb The Anchor Piece Office Perk Ideas from the Top 50 Workplaces Original Research Keyword-focused: “office perks ideas” Charts and Graphs Quotes from contributors, influencers
@crestodina #wineweb
@crestodina #wineweb The Content Upgrade Complete Guide to Top Office Perks Designed: eBook PDF with charts Gated: enter email address to download
@crestodina #wineweb How-to Article How to retain your employees Keyword-focused Uses charts from anchor piece Quote from influencer Links to anchor piece
@crestodina #wineweb “Evil Twin” Guest Post How to lose a top employee in 30 days Published on high DA website Links to how-to and anchor piece
@crestodina #wineweb Infographic Top Perks at Top Offices Designed with charts, stats Includes a short article Links to anchor piece
@crestodina #wineweb Guest Post / Infographic Top Perks at Top Offices Published on high DA website Includes a new short article Links to anchor piece
@crestodina #wineweb Influencer Interview What employees really want Content creator: • Large following • Writes for high DA website In-depth conversation Links to anchor piece
@crestodina #wineweb
@crestodina #wineweb Contribution / Interview New Research! What’s on Tap at Top Workplaces High DA website Guest post, email interview or podcast interview
@crestodina #wineweb Blog Post One 5 Workplace Secrets: Inside Top Offices Provocative headline Links to anchor piece
@crestodina #wineweb Blog Post Two Coffee, Tea, Beer? What they’re drinking at top offices Links to anchor piece Links to service page
@crestodina #wineweb Blog Post Three The Dirt on Dishes: What’s wrong with office kitchens Links to anchor piece Links to service page
@crestodina #wineweb
@crestodina #wineweb Q1 Q2 Q3 Q4 Original Research (search optimized) Ultimate Guide (search optimized) Detailed How-To (search optimized) Original Research Full report Checklist Resource Guide Full Report Video Infographic Infographic Animation Influencer Interview Round Up Panel-style article with three influencers Influencer Interview Article for Media Site Guest post on industry blog Short series for local association Contribute to media column 3-5 articles 3-5 articles 3-5 articles 3-5 articles Anchor Piece Content Upgrade Media Collaboration PR / Guest Post Blog Posts
@crestodina #wineweb Design Your Own Skillset! Be valuable to your clients, your brand and yourself
@crestodina #wineweb COMPENSATION CHANGES: June 2016 – Nov 2017
@crestodina #wineweb 1. Know their audience 2. Understand topics, keywords and SEO 3. Use many formats 4. Collaborate with influencers 5. Publish in many places Persistence and Structure! Great Content Strategists…
Blogging vs Content Strategy
Wine & Web: Content Strategy for Lead Generation
@crestodina #wineweb More to think about... • Personas • Paid • Marketing automation • Workflow • Measure, audit and optimize
@crestodina #wineweb How to do all this stuff... • Content Strategy Explained in 180 Seconds! • How to Create Your Content Marketing Mission • A Guide For Repurposing: The Periodic Table of Content • Content Marketing Collaboration: 5 Ways to Upgrate Your Content
@crestodina Andy Crestodina THANK YOU!

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Wine & Web: Content Strategy for Lead Generation