Content Marketing

Want to build a bigger, better business?
Build bigger, better content.

Content Marketing
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
- Content Marketing Institute

My process

I have adapted 6 Sigma methodologies to develop and fine-tune my SEO/content strategy over the past 22 years. Effective content builds domain authority, brand loyalty, traffic and leads.

Long before “content marketing” was cool, I had come to the realization that valuable content serves both your audience and Google.

I have followed Matt Cutts’ advice, some years back, that what Google is looking for is “content worth linking to.” After all, isn’t that what a top-10 ranking position on Google is, a very good “link” to your site?

If you want your business to be first, you have to think content first.

This is our process:

1. Strategize

Our approach always begins with evaluating your goals, setting objectives, and defining exactly who your audience is. By developing customer personas I can create unique, highly personalized content just for them.

I evaluate the “long tail” keywords visitors are actually using in their searches and compare them with those heavily targeted by your competitors.

Only then am I in the position to map out a content strategy and create our editorial schedule for the months to come.

2. Create Ridiculously Valuable Content

I have been writing copy professionally for over 30 years, working in the art and copy divisions of several design and publishing companies for 10 years before transitioning to the web in 1997. I’m an active blogger and will be personally involved with the research, writing and publishing of every piece of content I use to market your brand.

3. Optimize (SEO)

Not only do I make fine adjustments to your content to build keyword relevance and rankings on Google, Bing and Yahoo! I check the titles to make sure they meet our engagement criterion. I also optimize the meta descriptions. Often these title and meta excerpts will be displayed in search engines results and social media feeds.

4. Promote the hell out of it

Content marketing is far more than just creating content. Publishing and then marketing the content I create on your site, across social pages and in email newsletters will help engage your audience, wherever your prospective customers are found online: visitors, subscribers and followers.

The more “touch points” you have, the more likely you are to reach your target audience and convert them into buyers.

5. Measure

Too many SEO companies base their strategies on practices that generated results a while back, or a gut feeling for what they believe is working now. I prefer to base course corrections upon empirical data.

When content marketing is working well, creating and promoting a piece of new content is just like turning on the faucet. Within an hour there’s a pronounced spike of fresh traffic in Google Analytics.

6. Learn

I’ll be able to track over time how little changes here and there can boost behavioural changes in your visitors. Each project is different and I become better acquainted with your audience personas every week.

Google’s algorithms update constantly, and I need to adapt on the fly to keep your content in the ranking “sweet spot.”

Rinse and repeat

What is your website's content marketing grade?

What is your online marketing grade? Receive a free internet marketing assessment – no strings attached. I’ll evaluate your website’s marketing effectiveness in design, SEO, mobile compatibility, blog content and activity, social media efforts, and other factors. I can turn your online marketing F’s into marketing A’s.

Request your FREE Internet Marketing Assessment

Integrating content marketing with your in-house sales

Content is the only marketing that's left. - Seth Godin

Content marketing is pre-selling

Effective content marketing is mission driven, and you should think of it as pre-selling. Your mission, should you choose to accept it, is to create pillar articles, blog posts, white papers, social media posts, podcasts, video, etc. with the purpose of educating your prospective customers. Our job is to resolve all major concerns

and answer all their questions, so they trust you enough to want to do business with you. Statistically, if a prospect reads 30 or more of your pages, the closing ratio goes up to around 80%, assuming you have a good sales team. Less than that, and the closing ratio typically drops to only about 25%.

Integration with your in-house sales

I like to work with your sales team members, so they're fully onboard. Often, there are some staff members who can do some of the writing, or they will provide me with enough information that I can ghost write for them. It's better when the content is in your 'voice'. The better I am able to understand your business, your customers,

your sales process, your products and services; the more effective content we can create as 'content partners'. If you're in the Greater Vancouver/Sea to Sky/Fraser Valley area, I can work part-time in-house, directly with your sales team. If you're further away, Skype team meetings also work great.

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