Chris Bennett — Never Lose Again

Transcript

1. HOW TO NEVER LOSE AT CONTENT STRATEGY #searchlove
2. or
3. HOW TO NEVER GO VIRAL YET ALWAYS WIN
4. Usually I speak on big, fun visual content
5. and I am worried that it misdirected some of you
6. it was never my intentions
7. I warned about it in 2011 http://www.slideshare.net/97thfloor/how-not-to-fail-at-link-bait-chris-bennett-97th-floor-seopro-boston
8. but still,
9. when “Cool Content” is your KPI
10. you are trying to make this
11. with this
12. when it really takes this
13. and your judged VS
14. when it should be
15. actually
16. I don’t care about content types
17. I care about results
18. and they agree with me
19. Wil has been telling you this for years http://www.slideshare.net/wilreynolds/do-real-company-stuff-mozcon-2012-version
20. So today I want to focus on results
21. because that mindset transformed
22. we stopped selling individual ingredients
23. #Results
24. this trickled to how we do our contracts
25. #Results
26. it changed how we managed the client
27. #Results
28. it completely changed our culture
29. it completely changed our culture https://www.97thfloor.com/blog/were-going-rowe/
30. Needless to say we think it is a big deal
31. Let’s go through some case studies
32. bake promo into your content
34. http://www.slideshare.net/97thfloor/how-to-win-fans-and-influence-users-searchlove-london-2013 first talked about this in 2013
35. but I want to revisit
36. because it has been so FREAKING successful
37. like this successful #client4life
38. why?
39. promo is baked in
40. it isn’t just a list of O.C. Tanners prospects
41. we partnered with http://reviews.greatplacetowork.com
42. who ensures the companies listed are legit
43. they also gives us additional real estate
44. and feeds Fortune
45. it is based on sound research
46. http://appreciate.octanner.com/coolest-companies-nomination it’s now got a nomination form
47. it’s got a physical award
48. because this ONE campaign satisfies every KPI
49. especially this one #client4life
50. I have been struggling with this next section
51. because this ONE strategy, that can guarantee success
52. You learned it on Day 1
53. Did he say keyword research? The 90’s called and they want their Keyword Research back
54. 1999 Called and they want their Keyword Research back. Did he say keyword research?
55. First add 3 hours to the 5 mins you allocated to keyword research
56. Start with whatever tool you like https://serps.com/tools/keywords http://seo.demos.monkeylearn.com/ http://ubersuggest.org/
57. Please don’t just type in a phrase in Adwords Planner and call it a day
58. Get the biggest freaking list possible
59. We grabbed 4,333 around Smoothies/Recipes
60. Make one tab, sorted by KOB
61. our KOB formula Searches x Bid = Benefit x =
62. our KOB formula = Benefit ÷ Difficulty = KOB ÷
63. lastly add human intervention to weigh Domain Authority
64. right now some of you are thinking #tangent
65. and we have clients that say “We already did keyword research. Now go make me something pretty!” #tangent
66. “We already did keyword research, here is the list. Now go make me something pretty.” #tangent
67. but we get into the weeds #tangent
68. and BAM! - by prioritizing KOB #tangent
69. Make tabs of Subgroups for each theme
70. and sort by KOB
71. Your research will dictate your ideas
72. Somebody make some cookies
73. case study - Kale
74. it wasn’t viral
75. that’s the point
76. 22k Searches a mo
77. - 302 Different Keywords bringing traffic - 75 Keywords in the top 10 - 1,300 visits a day #client4life
78. case study - Peanut Butter Smoothies
79. again, not viral
80. - 1,300 Different Keywords bringing traffic - 100 Keywords in the top 10 - 1,100 visits a day #client4life
81. Total Rankings - June - 3,728 July - 3,975 All other recipes + Total ranking positions, July/August #client4life
82. but Chris, recipes are easy
83. Just slap “Paleo” on it and it will work
84. Just post a Gluten-Free, Nut Free, Dairy Free, Egg Free, Vegan Ice Cream Sundae and you’ll get love.
85. so lets talk B2B
86. create blog posts inspired by KW research add images to enhance article
87. grab those keywords good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective 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get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips good sales pitch how to make a sales pitch great sales pitches how to make a good sales pitch effective sales pitch effective sales presentations good sales pitch lines how to pitch a sale the perfect sales pitch writing a sales pitch a good sales pitch how to make a sales pitch presentation successful sales pitch what is a good sales pitch making a sales pitch sales pitch template sales pitch outline how to make a sales presentation perfect sales pitch how to give a sales pitch great sales presentations how to sales pitch how to make a sale how to write a sales pitch how to make sales sales pitch script how to do sales how to create a sales pitch how to start a sales pitch creating a sales pitch sales pitch tips sales pitch book sales pitches that work how to give a sales presentation good sales best sales pitch best sales pitch examples best sales presentation best sales pitches the best sales pitch good sales pitch ideas how to make a sales call sales pitch templates phone sales pitch timeshare sales pitch best sales presentations sales pitches what is a sales pitch sale pitch how to get sales salespitch how to be great at sales make sales what is sales pitch how to close a sales pitch sales pitch ideas how to be good in sales best sales pitch ever define sales pitch sales speech examples sale presentation how to be a great salesman sales speech outline examples of a sales pitch how to make more sales sales pitch sample sales pitch examples sales presentation how to make a good blog examples of sales pitch example of a sales pitch business pitch presentation sample sales pitch example sales pitch sales pitch script example sales pitches examples example of sales pitch how to become a great salesman sales pitch example sales pitch email how to make a good business 7 steps to a sale steps for sale 7 steps of a sale successful sales tips
88. https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html - Almost 2 yrs old - 94 keywords in Top 10 - 219 unique keywords bringing traffic - Still growing, July had 25 - more keywords ranking compared to June - 797 LinkedIn Shares
90. Keyword planning brings more social too
92. Increased Engagem ent Top Converting in history 2 mos
93. Increased Engagem ent Top Converting in history Rank organically 4 mos
94. You know what the client brings up on every call?
95. https://www.salesforce.com/blog/2014/02/how-to-make-good-sales-pitch.html How many of these can you produce? #client4life
96. #client4life
98. http://www.glasses.com/what-is-coachella
99. http://www.glasses.com/what-is-coachella not “viral”
100. http://www.glasses.com/what-is-coachella A graphic with a purpose
101. http://www.glasses.com/what-is-coachella
102. lastly
103. learn from my mistakes https://www.defensivedriving.com/road-trip-planner/
104. this thing Front Paged Reddit! https://www.defensivedriving.com/road-trip-planner/
105. it got picked up
106. it got picked up
107. it had social promo baked in https://www.defensivedriving.com/road-trip-planner/
108. it was useful https://www.defensivedriving.com/road-trip-planner/
109. altruistic https://www.defensivedriving.com/road-trip-planner/
110. it had all the ingredients https://www.defensivedriving.com/road-trip-planner/
111. or did it? https://www.defensivedriving.com/road-trip-planner/
112. you tell me? #NOTclient4life
113. What was it missing?
114. https://www.defensivedriving.com/road-trip-planner/ SEO 101 SEO 101 SEO 101 SEO 101 SEO 101 SEO 101
115. Did he say keyword research? It is not optimized for Keywords Remember?
116. Did he say keyword research? The Good news is, it can be fixed
117. So there you have it
118. those tactics were not Mind Blowing
119. but Results are!
120. And I am hoping that if you take away one thing
121. it is to take a little more time
122. actually, a lot more TIME
123. to ensure you get this #client4life
124. and not this #NOTclient4life
125. #client4life most importantly, this.
126. Chris Bennett - CEO chris@97thfloor.com @chrisbennett