Content Marketing Webinar presented by Steve Rayson of BuzzSumo and Lee Odden of Top Rank Marketing, a thorough discussion of how to create high performing content marketing
1. How to Be the Best Answer for Your
Customers
@leeodden
Photo: Shutterstock
2. @leeodden
Content is Not a Field of Dreams
Make great
content!
What does that
even mean?
Make MORE
content!
Has anyone
seen my ball?
Photo: Field of Dreams (Universal)
5. @leeodden
The Customer Journey is Non-Linear
Source: Lori Wizdo, Forrester - Myth Busting 101: Insights IntoThe B2B Buyer Journey
Search
Social
Social
Search
6. @leeodden
What is it?
How does it work? How does it compare?
How do I start?
Customer Questions Drive Research
Awareness
Interest Consideration
Action
Photo: Shutterstock
7. @leeodden
Think: What Questions Do Your
Customers Need Answered
From Awareness to Action?
Photo: Shutterstock
awareness interest consideration action
9. @leeodden
Content Marketing Tactics
Advertorial
Blogging
Case Studies
Crowdsource
Curate
Digital Newsletters
eBooks
Email
Interactive Games
Images & Infographics
Interactive Tools
Microsites
Mobile Applications
Mobile Content
News Release
Online Magazines & Apps
Podcasts
Print Magazines
Print Newsletters
Real-World Events
Research & Surveys
Social Content
Teleclass & Telecasts
Traditional Media
Videos
Virtual Conferences
Webinars
Wikis
White Papers
Are You
Creating
Content or
Answers?
What Do
Customers
REALLY
Want?
10. @leeodden
Answer Content Leads Buyers to Convert
Buying
Cycle
Keywords Social Topics Content Type
Awareness broad trends blog, webinar, social
Interest category investigative video, white paper
Consideration comparison demos
feature comparison,
reviews, case study
Action transactional referrals buyer guide
Retention tips best practices FAQ, how to, support
Advocacy supporting participation buyer community
Buyer – “Stan”
• Pain Points
• Goals
• Interests
• Triggers to Buy
Balance Topic Demand/Relevance with
Buyer Stage to Inform Content Topics
Photo: Shutterstock
11. @leeodden
How to Identify Customer Questions
Ask them! Ask sales/service
Analyze aggregate of text content
provided on web contact forms:
15. @leeodden
What it Takes to Be the Best Answer
Useful and Informative
More valuable and
useful than other sites
Credible
High quality
Engaging
https://support.google.com/webmasters/answer/6001093
Photo: Shutterstock
16. @leeodden
What is it?
How does it work? How does it compare?
How do I start?
Best Answer Titles - Buzzsumo
Awareness
Interest Consideration
Action
760,500 “what is”
200,000 “how to”
140,000 “compare or
compared”
38,000 “how to start”
180,000 “need to know”
120,000 “reasons why”
30,000 “secrets of”
Photo: Shutterstock
21. @leeodden
Good Answers Are Great SEO
Leverage keywords/topics in titles to inspire clicks
Include page features that increase engagement
(interactive, visual)
Provide comprehensive content on specific topics
Cover related topics as well
27. @leeodden
6. Elements of a Good Answer Post
Tell a story:
Information +
Entertainment =
“Infotainment”
Details
28. @leeodden
7. Elements of a Good Answer Post
Video + Charisma + Smart =
WINNING
The whiteboard diagram
is icing on the cake.
29. @leeodden
8. Elements of a Good Answer Post
Dr. Travis Bradberry
Use images that
reflect your target
readers & interests.
Find a format
formula that works
and then use it.
30k shares per post!
30. @leeodden
9. Elements of a Good Answer Post
But offer something
unique.
Crowdsource answers
from influencers
Create timely, deep
resources.
31. @leeodden
10. Elements of a Good Answer Post
Make a big promise in
the title and keep the
promise by going deep
on the topic.
32. @leeodden
Feed the Buyer’s Need for Answers
Graphic inspired by searchmetrics
Text
Images
Video
Interactive
Questions
Problems
Pain Points
33. @leeodden
Takeaways to Bring Home the Bacon
Stop Creating Content: And start making answers that are
relevant to your buyers at each stage of their journey.1
2
Optimize Your Q & A: Use tools and data to surface what’s
already working – for others and you. Then optimize.
3 Go Deep & Relevant: Make and keep promises of great
content with comprehensive and engaging answers.
Image: Shutterstock
the benefits of answer posts
how to identify customer questions
what it takes to be the best answer
the best answer formats
10 elements of a good answer post
Steve’s notes:
Firstly, make sure you are answering the questions your audience is asking. Important to research the questions they are asking eg speak to your sales and support team, think about their challenges, what keeps them awake at night, search Quora for recent questions, search recent good answers eg in BuzzSumo search for your topic and common answer formats eg “how to”, “reasons why”, “need to know”, “what”, “why” etc.
A good answer is credible and authoritative, it has facts and insights. It has a rationale which makes it helpful and useful.
To be credible explain why you have expertise or first-hand experience in the subject.
A good answer provides reliable sources or lists good examples
Answers should either be:
timeless ie evergreen or time contextualised eg why Obama won the election in 2012, or:
regularly updated eg the current top content tools or how to use the latest version of Google analytics
Use a headline that includes the keywords that people might be looking for when asking their question.
A good answer is comprehensive and complete, it fully explains in detail and answers the question.
Good answer content types include facts, images, guides, how to's (instructional/process)
Given the above, short answers are generally less valuable but a comprehensive answer should contain a summary.
A good answer is clear and easy to read. Good use of sub-headings, images and structured steps.
This is why optimizing for social shares and reach is important
https://www.linkedin.com/pulse/secrets-irresistible-people-dr-travis-bradberry
https://www.linkedin.com/pulse/12-habits-exceptional-leaders-dr-travis-bradberry
https://www.linkedin.com/pulse/critical-habits-mentally-tough-people-dr-travis-bradberry
30k shares each post
linkedin.com habits