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Content Marketing Masters Course by Chris Von Wilpert
1. More traffic
2. Grow audience to 1,000 true fans
3. Land partnerships and influencers
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4.
5.
Win new agency and consulting clients
Sell more product
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6. Warm up cold paid traffic before retargeting to a sales page
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7. Get people who know nothing about you to buy from you
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Mindset Shift #1
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DON'T - Write high quality content, hit publish, repeatk ha
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DO - Strategically educate and entertain people through a journey of…
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Awareness > Interest > Consideration > Purchase > Growth
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Mindset Shift #2
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DON'T - Write for fun / because your Mom or XZY company is doing it
DO - Produce “content assets” that work for your business long term
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Mindset Shift #3
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DON'T - Try and find the newest hack to get more traffic to your website
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DO - Promote content to your target audience
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www.getwsodo.com
Lesson 3: Simple Content System
Remember the 5 stages of awareness from the book “Breakthrough Advertising” - Eugene
Looking at the data you have to know your clients most successful characteristics.
You need to know who your most successful customer are so you can build the content around
it. That’s the type of customer you need to know so you can address them with your content.
However Google search algorithms have trouble parsing and connecting the topics together.
This is how you should be thinking about your content marketing success.
The highlighted shapes are so-called pillow pages that lead to different websites.
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www.getwsodo.com
Lesson 7: Create Your Own Content Series
Don’t just go for the keyword related traffic.. You have to specialize for one unique thing. This
has been done by companies already.
● Finding a content writer from a blog you really like and offer to pay them
● Referral from a content writer you really like
● Content Challenge
● GetLEverage.com (Specialist Writer - $80/hour)
● $500 - $1500 per article
● Example of $1,500 article: sumo.com/stories/ecommerce-marketing-plan
Important concepts:
1. Green Circle, Blue Square, Black Diamond content
1. Content types for different stages of the customer’s journey
2. Topic cluster to increase organic traffic
3. Create content series you want to be known for
4. Hiring content writers
5. Trackers and managing content
1. Calendar - accountability and deadlines
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www.getwsodo.com
2. Articles - manage articles across different types of content (green, blue, black)
3. Experiments - for promotional
4. Metrics - results
If you don’t have customers or clients then you need to work with data you have. Or make the
content for your dream customer you want to attract.
Q: What if I can’t find a decision makers day-today jobs listed on their LinkedIn profile?
Offer someone a $100 Amazon gift card to jump on the phone with you to interview them. Ask
them!
Lookup people in the same industry with the same title and same industry (lookalike!).
Q: What if I don’t have data/can’t get easy access to my data to write data articles?
Try using import.io to scrape the web to get the data.
If you want to grow your website traffic, audience and customer base with CM, then you need to
have a consistent posting schedule with deadlines that you follow. (Moz whiteboard Friday
are always on 8pm Friday).
However the gaol is to achieve business goals!
Idea 1:
6 rounds of brainstorming - 6 people generate 3 ideas for 6 rounds (gets you 108 ideas)
(However you need to have community in-house that are willing to participate - ideally a people
who speak to customers every day.)
Idea 2:
Facebook Poll - ask people in the facebook group through a Facebook Survey
These options are great because you can reach out to people in the group after you published
the article saying that the content they voted on is ready for them to read.
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www.getwsodo.com
Idea 3:
Listen on speakers on conferences, podcasts and youtube videos.
You can reach out to speakers and ask them if they would be interested in writing or
participating in the guest content.
Idea 4:
Easy-To-Rank Topics
Use Ahrefs to find content gaps
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www.getwsodo.com
Broad topic search - look for any piece of content with “keyword” in the title.
Filter the search that has 0 referring domains and at least 1,000 organic traffic per month.
This has a lot of potential since no websites are linking to these sources.
Idea 5:
Hard-To-Rank Topics
7 step process
This is a process to prioritize the highest buy intent keywords with the highest search
volume:
Step 1: Enter a broad topic you want to target into Answer The Public and download the
CSV file of content ideas it generates
Step 2: Copy and paste the full list of content ideas from the CSV file into the “Get search
volume data and trends” section of Google Keyword Planner
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www.getwsodo.com
Step 3: Download the keyword ideas CSV file from Google Keyword Planner sorted by
highest monthly search volume and remove all columns except for “Keyword” and “Average
monthly searches”
Step 4: Categorize the top 100 keywords by intent using the following 3 categories: ◦ Buy:
Shows someone with an intent to buy something (eg: organic toothpaste) ◦ Learn: Shows
someone with an intent to learn something (eg: toothpaste ingredients) ◦ N/A: Shows
someone with an intent to buy a branded product or something else unrelated (eg: colgate
toothpaste)
Step 5: Grab the top keyword from your categorized keyword list, type it into Answer The
Public and download the CSV file
Step 6: Copy and paste the “Questions” suggestions into Google Keyword Planner
Step 7: Group the top 10 searched questions people ask on Google into sections to form
the basis for your content outline
You need to use content upgrades to convert readers to subscribers. You can use chatbots but
you will have to man them by yourself or use assistants
Content Upgrades:
● Upgrade - must be an upgrade of what the readers have just read. It has to be
actionable.
● Utility
1. Email
2. Use it directly below the headline of your content (best CR) - (ex. BONUS MATERIAL:
12-Month Marketing Plan Calendar)
3. FB Messenger
4. Embed Facebook chatbot code into the site (after scrolling 10%) - instead of content
upgrade you use the most shared content
5. Push Notifications
6. Exit intent with lead magnet (scroll box, smart bar, etc…)
7. Content Library
8. AppSumo Multi-Millionar dollar marketing playbook example
9. Viral Content Upgrade
10. Unlock the whole thing if they share it on social media. You need to create two content
upgrade though (more work)
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www.getwsodo.com
Lesson 14: Content Editing
● Hire an editor
Sharing Image:
Content Layout
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www.getwsodo.com
MODULE 3
Promoting content to your target audience.
1. Headline Testing
2. Link Building
3. Facebook Polls
5 steps:
Link Building
Reach out ahead to people who are sharing similar articles (Buzzsumo). Then reach out to
them.
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www.getwsodo.com
The worse time to ask for a link is after you’ve published your article (because you don’t have
any relationship with them)
Dist. List
Email - Only send one piece of content and one email on email promotion. Plain text send just
fine.
FB messeneger - ask first, if they say yes, then send it.
Push N. - headline, one line of text and link
Community Groups:
Be active in those groups - at least once every two weeks be helpful
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www.getwsodo.com
Community Sites:
If you’re very helpful you can direct message people to give you an upvote on community sites
like growth hackers.
Outreach:
The Dream 100 - create top 100 you’d like to work with and start building a relationship with
them.
Only share the best articles with your Dream 100 that are relevant to them.
Results:
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www.getwsodo.com
Influencer Outreach
Partnerships Outreach
Email potential partners that have the same audience as you want to reach.
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www.getwsodo.com
Retargeting ad example:
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www.getwsodo.com
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www.getwsodo.com
Lesson 19 - Partnership Promotion
Content Swap
Create a list of 10 businesses that have a market reach to audience you want.
Research what their highest lead generating piece of content is and what lead magnets they are
using (or you can use Buzzsumo)
Pitch the head of content or CMO to promote that piece of content to your audience in exchange
they promote your content.
Both parties create short 500 words email promoting each others’ content.
Q: What if I don’t have an email list / Facebook Messenger list / Push Notification list?
Start building your own audience. Content upgrades should work.
You need to be clear on exactly what your goal is. New customer, revenue goal?
You need to use your best estimate if you don’t have conversion data yet.
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www.getwsodo.com
Track progress toward your goal.
Be comfortable estimating the traffic and how much traffic we get from each channel at first.
Don’t worry about the total traffic - you’ll get it from site/content report from Google Analytics.
ITEMS - how much traffic are we estimating per each marketing channel
Budget per marketing channel.
One of the ads takes people to the article with content upgrade. You need to put tracking pixel
on the thanks you page people and on after opting in via content upgrade. Track how many
leads you generate and what your cost per lead is.
Lesson 26 - What If
Q: What if I don’t know what my conversion rates are for each part of my funnel?
Use your best estimate. Then go back and calculate it after a month.
Q: What if I’m tracking my convent marketing efforts, but not hitting my goal?
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Review the goal that you set or look at the individual promotion metrics that you’re tracking.
Optimize or cancel the ones that aren’t bringing results.
CVW’s proactive goal was to produce one article per week for 12 weeks.
Publication on medium with custom domain name.
One piece of content got 5x more traffic than the other. The view count doesn’t matter as much
as the right people who see it.
Dharmesh Shah shared it, which CVW used as an excuse to get in touch with him.
He used his name as social proof to reach out to Top Dream 100, Influencers and VCs.
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www.getwsodo.com
Only one goal - most shared piece of content of all time on OkDork.
30 piece promotion.
Step 1: Ran a Facebook Poll (I.e. SaaS Growth Hacks, Traffic And Copy)
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www.getwsodo.com
Facebook:
Audience 1: 1% Lookalike from software influencers (Manually build list) with interest in
marketing and SaaS (Software As A Service)
($170 budget with $2 per click)
Audience 2: 50 different job titles (CEOs, CMOs, Marketing Managers) with interest in marketing
and SaaS (Budget $164)
Twitter:
Audience 1: Anyone who followed @500startups
Audience 2: Anyone who followed @Saastr
Audience 3: Anyone who followed @intercom
RESULTS:
What worked (10 tactics that scored)
# Promotion Results
2 SaaS Growth Hacks FB Post Group 104 comments, 54 shares (5k member
group)
10 Run ads on Stumble Upon $50 ad spend, 238 visits, $0.21 per visit