The 1% Content Strategy
How to beat 99% of content programs
Presentation Title
Subtitle
Month, #, Year
How to beat 99% �of content strategies
The 1% Content Strategy
About a half million blog visits
The 1% Content Strategy
But they hardly ever become leads
The 1% Content Strategy
Visitors who land on service pages are 10x more likely
to become a lead
The 1% Content Strategy
I’m always surprised when a blog reader needs our services…
The 1% Content Strategy
People link to content everyday
Traffic x Conversion Rate = $
image source: Marco Verch, Flickr
Traffic Source
Thank You Page
The 1% Content Strategy
PUBLISH your mission
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].
Our content
[audience x]
[information y]
[benefit z]
Our content
[audience x]
[information y]
[benefit z]
Our content
[audience x]
[information y]
[benefit z]
Our content
[audience x]
[information y]
[benefit z]
Why this person should click, visit, read, watch, listen, share, subscribe
…and pay attention to your content
Source: Content Marketing Institute
The 1% Content Strategy
Marketers who document their
mission statement are
3x more likely succeed
Source: Content Marketing Institute
“Do you have an editorial mission statement?”
The 1% Content Strategy
It makes a great CTA
Where digital marketers find practical advice on content, analytics and web design
to get better results from their websites.
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 3 P’s of email signup forms
The 1% Content Strategy
The 3 P’s of Signup Boxes
source: Email Signup Forms, Orbit Media
Promise
Prominence
Proof
Why would anyone share their email address??
Also great for social profiles
About us vs. Mini-CTA
The 1% Content Strategy
Where office managers find
fun tips for the workplace
to build happier, more productive teams.
Job title
Industry, company size
Geography
Information needs and decision criteria
Useful!
A good start.
Edit it.
The Topics Your �Audience will love
source: keywordtool.io
“office kitchen supplies list”
“small office kitchen ideas”
“office kitchen etiquette signs”
The 1% Content Strategy
source: answerthepublic.com
“why is office coffee so bad?”
“which commercial coffee maker to buy?”
“is office coffee tax deductible?”
“fun awards for an office party”
“craziest thing seen at a work party”
“family-friendly office party”
ChatGPT + AIPRM
“How to Stock Your Office Kitchen Like a Pro”
“Office Kitchen Hacks: Make Your Space Work For You”
“How to Stock Your Office Kitchen Like a Pro”
“Office Kitchen Hacks: Make Your Space Work For You”
“How to Stock Your Office Kitchen Like a Pro”
“Office Kitchen Hacks: Make Your Space Work For You”
“Please expand on these”
First ask about concerns.�Then ask for topics.
Role and goal
Information needs
This one looks interesting
(and aligned with our message)
Prompt with content goal
One of their top concerns
These look pretty good!
The Power of �Original Research
Amazing
Contributor
Weak
Contributor
Perceived Content Performance
Actual Content Performance
source: Moz, BuzzSumo
Most content gets
no links and few shares
source: BuzzSumo, Moz
The 1% Content Strategy
Steve Rayson
Co-founder, Buzzsumo
...if you want to create content that achieves a high level of both shares and links then you should concentrate on
opinion forming, authoritative content...
or well researched and evidenced content.
Steve Rayson
Co-founder, Buzzsumo
...if you want to create content that achieves a high level of both shares and links then you should concentrate on
Strong opinion
Original research
Research attracts links
Original Research Example
“What website features are standard?”
source: Web Design Standards
What percentage of websites have which features?
Currently ranking #2
Hundreds of thousands of people have read it
The 1% Content Strategy
190 websites have linked to it
Original Research Example
“How long does it take to write a blog post?”
source: 2023 Blogger Survey, Orbit Media
How long does it take to write a blog post?
The 1% Content Strategy
source: 2022 Blogger Survey, Orbit Media
How long is the typical blog post?
The 1% Content Strategy
2400 websites have linked to it
People link to it all the time!
“What do people in our industry often say, but rarely support?
FIND THE MISSING STAT
How can you “bust a myth” with your research? If you can disprove something that most people believe to be true, you’ll attract journalists’ attention and get media mentions.
Michele Linn
Chief Strategy Officer, Mantis Research
Have you published original research in the last 12 months?
Only 47% of companies publish original research
The 1% Content Strategy
10x Effort = 100x Results
The 1% Content Strategy
High-growth firms are 3x as likely
to publish original research
as part of their content strategy
source: Hinge Marketing
Don’t take shortcuts;
they take too long
Sonia Simone
CCO, Copyblogger Media
Write for Prospects �In Your Sales Funnel
“I have a question about your proposal. Do I really need a coffee grinder?”
“I have a question about your proposal. Do I really need a coffee grinder?”
“Thanks for sending the samples. But why should we switch to whole bean?”
“I have a question about your proposal. Do I really need a coffee grinder?”
“The pricing looks good. But my team really likes the instant K-Cups…”
“Thanks for sending the samples. But why should we switch to whole bean?”
What are our sales prospects asking us?
The most common questions...
The 1% Content Strategy
“I have a question about your proposal. Do I really need a coffee grinder?”
“Good question. I’ll explain...”
“I have a question about your proposal. Do I really need a coffee grinder?”
“I’m glad you asked.
I’m sending you a link.”
“I have a question about your proposal. Do I really need a coffee grinder?”
“I’m glad you asked.
I’m sending you a link.”
“Ah! Makes sense. I’ll show this to Dave.”
“I have a question about the proposal. Do I really need a coffee grinder?”
Never waste a good conversation
by having it in private
Topics flow from sales to marketing
Topics flow from sales to marketing
Content flows from marketing to sales
Topics flow from sales to marketing
Content flows from marketing to visitors
Upgrade to visual formats
Content Formats
Text: articles, guides, ebooks�
Images: infographics, diagrams
�Video: How-to, explainers, �animations
Movement is more powerful than images
Images are more powerful than text
The Laws of Visual Hierarchy
The 1% Content Strategy
“Let’s turn our top ___________
into _____________”
“Let’s turn our top ___________
into _____________”
blog post
an infographic
“Let’s turn our top ___________
into _____________”
blog post
a video
“Let’s turn our top ___________
into _____________”
three articles
a guide
“Let’s turn our top ___________
into _____________”
FB post
a newsletter
“When you find a unicorn,
make baby unicorns.”
Larry Kim
Founder, Customers.ai
Influencers and Collaboration
lead
lead
traffic
conversions
lead
traffic
conversions
search
social
lead
traffic
conversions
search
lead
traffic
conversions
rank
lead
traffic
conversions
rank
content
links
lead
traffic
conversions
rank
content
links
content
relationships
lead
traffic
conversions
rank
content
links
original research
relationships
There are two kinds of people on the internet
1% Content creators
99% Content consumers
and contributors
The 1% Content Strategy
AI Influencer Identification
This article could use some input from an influencer �…but who?
Let’s browse!
Prompt
Article
Potential collaborators
Types of �collaborative content
lead
traffic
conversions
rank
content
links
original research
relationships
lead
traffic
conversions
rank
content
links
original research
collaboration with content creators
But how can I get influencers to
check out this awesome research?
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
The 1% Content Strategy
An ally in creation is
an ally in promotion
Benefits of �collaborative content
source: Traackr, Altimeter Group
Only 15% of B2B brands have ongoing IM programs
Guest Blogging & PR
Blogger
Collaborative Content Marketer
More blog posts
Links, better quality, more friends
Nice blog, buddy!
This is what great
marketing looks like
Only 65% of bloggers write guest posts
source: Blogger Survey
The 1% Content Strategy
Guest posts are still an important part of our strategy
The 1% Content Strategy
If you’re not making friends,
you’re doing it wrong.
Let’s Do This!
The Service Page
Office Coffee Delivery
Target Keyphrase: “office coffee delivery service”
The 1% Content Strategy
source: Moz Keyword Explorer
The 1% Content Strategy
source: Moz Link Explorer
The 1% Content Strategy
The Anchor: Original Research
Office Perks from the Top 50 Workplaces
Target Keyphrase: “office perks ideas”
The 1% Content Strategy
The Content Upgrade
Complete Guide to Top Office Perks
The 1% Content Strategy
How-to Article
How to retain your top employees
Keyword-focused
The 1% Content Strategy
“Evil Twin” Guest Post
How to lose a top employee in 30 days
The 1% Content Strategy
5 Perks That Get Your Team To Come In Early
5 Mistakes of
Rookie Office Managers
Infographic
Top Perks at Top Offices
The 1% Content Strategy
Guest Post / Infographic
Top Perks at Top Offices
The 1% Content Strategy
Influencer Interview
What employees really want
The 1% Content Strategy
Contribution / Interview
New Research! Top Perks at Top Offices
The 1% Content Strategy
Blog Post One
5 Workplace Secrets: Inside Top Offices
The 1% Content Strategy
Blog Post Two
Coffee, Tea, Beer? What they’re drinking at top offices
The 1% Content Strategy
Blog Post Three
The Dirt on Dishes: What’s wrong with office kitchens
The 1% Content Strategy
Let’s review.
Create high quality, original research...
in collaboration with content creators...
that organically attracts enough links and authority...
that our search optimized product and service pages...
rank for the transactional phrases...
attracting targeted visitors...
to our informative, trustworthy websites...
so we get new leads everyday.
The 1% Content Strategy
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
The 1% Content Strategy
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
VICTORY!
The 1% Content Strategy
1.28%
The two kinds of content strategies
1% Mission driven, research
anchored, influencer
powered, PR focused
99% Those from people who
don’t come to Wine & Web
The 1% Content Strategy
Thank you.
Reach out anytime.
Andy Crestodina
Co-founder / CMO
773.353.8301
andy@orbitmedia.com
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