Thread by @DomKent

What makes a good topic for a #contentmarketing effort?

Here's a rough presentation I created years ago about turning topics into content buckets.

I don't think I've ever shared this with anyone.

Steal whatever you like.

I identified 3 possible content buckets a topic might fall into:

- SEO
- Sales and connections
- Brand awareness

Starting with SEO because that's the backbone of my content marketing program.

Ideally, everything we create should stand a chance of ranking high - even if it's low volume.

I would author and they would be frequent, when hot, reactive; or high effort big hitter pieces.

My key metrics for SEO success were:

- organic search traffic
- backlinks
- bounce rate
- conversions

Social media-specific campaigns were to expand brand awareness to people/brands/audiences outside of Mio.

Content would be created so we could tag people/brands.

This content would be lists, infographics, and podcasts.

Authored by the brand and one big effort per month.

Some examples of content imagery designed specifically to attract social media clicks.

s/o @HarrietRuscoe for the designs.

Success metrics for social media campaigns include:

# followers
# likes
# retweets
# impressions
# clicks
average engagement rate
best engagement rate
when sponsored (paid), cost per click

The final bucket could be called BOFU or product marketing (we didn't have a prod mktg team at the time).

This would be product content, be authored by tech folks, and be distributed via email, social, and IRL.

Success metrics could be split into two categories:

1/ Email:
# opens
% opens
# subscribers

2/ Sales effectiveness:
# leads
# qualified leads

But what about getting the topics from ideation to execution?

Before even making my editorial calendar, a topic must qualify for a content bucket.

This is then the first diagram I made as a content marketer, which helped me and other team members qualify whether it was a good topic for our blog.

Once it made it through this flow chart, it hit our @trello board and the content creation began.

When published, one of four things happened...

That was a nice trip down memory lane.

This presentation is around 5 years old.

For more up to date content marketing tips, follow @DomKent :)