The Ultimate 2019 Content Marketing Strategy Template: Discover Rand Fishkin’s Secret Weapon that Made Him the SEO King

The Ultimate 2019  Content Marketing Strategy Template: Discover Rand Fishkin’s Secret Weapon that Made Him the SEO King

Introduction

Do you want to make 2019 a year to remember?

To finally climb from your healthy six-figure business to a seven-figure powerhouse?

To walk into 2020 thinking, “We absolutely killed it this year.”

I hope so 🙂

That’s what we’re planning on at Wild Audience, and I’ll let you in on a secret.

The way that can happen for you is through a content marketing strategy template.

2019 is the year of content.

The marketing world knows it.

Everything is pointing toward it.

Here’s how we think about it:

Smart content + effective distribution + Respect-Based Marketing funnels = more qualified leads.

And more qualified leads means higher ROI and more profits for your business.

It’s easy to understand… a little harder to execute 🙂

But that’s exactly why there’s more opportunity than ever.

If you can master the art of intelligent, relationship-building content..

Well… you win 🙂

The stats speak for themselves:

One in ten blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot)

84 percent of millennials don’t trust advertising and sales messages.

Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (HubSpot)

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report)

55% of business professionals say a great story captures their focus and keeps them engaged with content. (Prezi)

96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report)

Sources: https://www.hubspot.com/marketing-statistics) & CMI.

It’s promising, yeah?

But the power of content marketing goes beyond lead generation.

Great content yields a great audience.

And do you know what a good audience is?

Loyal.

They trust you.

They trust your voice, and they will help you create better products for them.

It’s reciprocity at its finest 🙂

This is how Wild Audience started. How Nathan Barry started. How Rand Fishkin grew a multi-million dollar business.

With trust. With education. With content 🙂

I built WA off of content, but in 2018 I really stepped up my game, and the ROI has been amazing.

It’s how we’ve been able to trade ideas with the best marketing minds in the world — people & companies like Todd Brown, Todd Herman, HubSpot, ActiveCampaign and Rand Fishkin.

We make podcasts, turn them into amazing articles, create accompanying videos, and help successful business owners like you build incredible sales funnels every day.

You’re reading a piece of this strategy right now — this article stems from an amazing conversation we had with Rand Fishkin of Moz & SparkToro fame.

He built Moz and Sparktoro through content, and we’re going to cover exactly how he did that in a bit.

Anyway.

Here’s what you can expect from this article:

  1. What is content marketing?
  2. Why Content Marketing is the lead generation silver bullet
  3. How content marketing made Rand Fishkin the SEO king.
  4. The 2019 Content Marketing Strategy Template: How to build a future-proof business
  5. Your next steps for an amazing 2019

Heads up: We think it’s worth demonstrating these tactics through Rand’s story, but the most actionable part of this article (The 2019 Content Marketing Strategy Template: How to build a future-proof business) where we walk through WA’s content machine is toward the bottom.

You jump directly there by clicking here.

Ready to discover the lead generation silver bullet?

Let’s roll.

What is Content Marketing?

Quote by CMI

Some people say if light touches it, it’s content 🙂

That’s a bit much, but the point is that content can be anything that you use to drive customer action.

These pieces of content are also usually what we call “inbound” content. Or content that isn’t strictly interruptive (commercials etc.)

Things like..

  • Blog posts
  • Podcasts
  • Lead magnets
  • Interviews
  • Virtual summits
  • Emails
  • Ads*
  • Social media
  • Event marketing
  • Experiential marketing
  • Radio
  • TV

*Digital ads have a wide variety of uses outside of strict interruptive advertising. E.g. they can be used to retarget and amplify existing content.*

Chances are, you’re already doing some of this in your business. There’s no end to your options as a business owner, but whatever you do, you need to make sure it’s good.

What makes good content?

That answer changes for every business. No matter what industry or what audience, each business-to-audience fit is unique, and your content should speak to that 🙂

With that in mind, good (and by good we mean sustainable content that reliably converts) content:

  • Is specific to an audience.
  • Is relevant
  • Tells a story/builds a narrative
  • Builds trust
  • Establishes authority
  • Has an original angle or perspective
  • Spurs action

“Before you ever create content, ask yourself, ‘who will help amplify this, and why?’ If you don’t have a great, specific answer to that question, reconsider whether you should create it at all. Content that doesn’t earn links, shares, email forwards, word-of-mouth, press, etc. probably won’t stand out, won’t rank, and won’t be worth your energy to build.” – Rand Fishkin via Forbes

And that space between average content and great content is where your success in 2018 lies.

Here’s my bit of advice on this:

Do not rush or underestimate the time it takes to create good content.

It’s different for everyone, but whatever it takes to put out genuinely interesting and compelling content, pursue that — regardless of how frequency may suffer. Even if you have to start slow, putting out quality content will always be a differentiator worth investing in.

And then over time, you can start to build up what we call the content growth machine.

This your team and process. How you can reliably and consistently put out content your audience will respond to.

If you already have a system in place but aren’t getting the results you want, I guarantee it’s the existing system that’s incorrect — not content marketing itself.

Why Content Marketing is the Lead Generation Silver Bullet

Content Marketing is one of the best ways to grow a sustainable audience (and therefore business)

There’s no wrong way to grow or start a business, but there are smarter ways 🙂  

Content marketing is a fantastic method to invest in. By writing and producing content that speaks to your audience, you can begin to gain an audience and install important beliefs.

If people trust you, are entertained by your company, and look to your content for a type of interaction on a consistent basis — and your product is related to that content, then you’ll succeed.

Here’s the thing, though.

Content marketing is not a quick-win scenario.

It takes time, dedication, and effort.

Via Marketing Land

This graph by Marketing Land does a nice job of summing it up.

Content marketing is an exponential curve. It takes time to stoke the fire. You have to lay branch after branch and strike flint after flint before it catches. But once it does, you’ll find yourself in a rapidly growing business 🙂

Notice how the investment required starts high and climbs up and through the slog. You may find yourself a bit down 6 months in. Maybe you’re only getting a few downloads or reads for the enormous effort you’re putting in.

Under no circumstances should you give up then 🙂

That’s when most people do.

“Don’t assume SEO works right away. It’s the total opposite of advertising. It requires a large, upfront investment of creativity, technical investments, and elbow grease, and the returns will initially be small or nonexistent. It’s only after months or years that SEO begins producing great value, but when it does, it can dwarf the ROI you get from paid investments. The high upfront costs and challenges are what keep the field thin enough to make standing out a true competitive advantage.” – Rand Fishkin via Forbes

The more content you put out, the better at creating content you’ll be. And the better you get and the more content you put out, the more you will be rewarded from an SEO and audience perspective.

And here’s the thing. There is so much to do while you’re creating content and fighting through the slog — that’s also when you’ll be improving or building your product and designing a Relationship Funnel or other sales funnels.

A.k.a. Your conversion strategy.

A typical content-marketing funnel typically falls into segments like these:

Top of the Funnel (Reaches new people)

Blogs, podcasts, interviews, conferences, etc.

Middle of the Funnel (captures email)

MOFU blogs, how-to guides, lead magnets, downloadable PDFs.

Bottom of the Funnel (leads toward sale)

Case studies, blogs on company culture and unique mechanisms, explanations of process, etc.

We’ll cover more on funnel segments (TOFU, MOFU, BOFU) later on.

Content creates authority and builds trust

 

The secret of a successful content marketing and funnel strategy is the installation of key beliefs.

Beliefs about your company, product, value, etc. all play into a lead’s decision to pull out their credit card.

They need to believe you know what you’re talking about — this is the belief of expertise or authority.

And they need to trust that you are charging fairly, will deliver the product appropriately, and are generally trustworthy.

There are many more beliefs than authority and trust, but content is a fantastic medium for installing these two crucial beliefs.

Content — especially blogs and podcasts, demonstrate expertise through “performance”.

Words let readers inside the writer’s head.

And reading lets the writer get inside your head 🙂

If you read an article or blog and are impressed by the thought process and expertise displayed in the article, you start to believe that the author knows what they’re talking about.

This is how content builds authority.

Trust is a bit more nebulous. Trust may be developed by consistency. If each and every piece of content you interact with is impressive and interesting, then you know a business isn’t a one-shot nobody.

And if the overall branding, style, and community resonates with you, this also plays into the trust.

Make sure you’re thinking about these beliefs when writing content, and you can learn more about belief installations here.

Content takes on a life of its own.

One of my favorite aspects of good content is how it will crop up and reach people you don’t expect.

For example, our Todd Herman article was recently used by Ryan Deiss of DM fame during a high-profile client conference.

He used our content as an example of what investing in content should look like.

And those same methods that got us there is what we’re discussing here. Everything you read here you can take and use for yourself.

The best content is reusable for years to come

One awesome thing about content is its ability to be redistributed and used in different mediums and portions of your funnel.

One blog can be used as the inspiration for a podcast, Facebook video, and Instagram posts. You could create a downloadable version and use that as a lead magnet.

You could use that blog as an ad to attract new subscribers.

You could take a portion of that and use it as an email hook in a marketing automation sequence — using it to both attract new customers through organic traffic and engage with existing subscribers.

And if you have a great piece that you’d like to still use but is getting outdated, then an update is all you need to doctor up an aging piece.

There’s really no limit here.

Why you should invest in Content Marketing alongside PPC

Content marketing drives consistent traffic and conversions without the hard costs of advertising.

And articles with proper keyword research can continue to serve you for years to come.

They can become evergreen 🙂

Think about that in terms of how much you spend on paid advertising.

If you are spending $2 per click on “vegetarian recipes”, then you’d spend $1,000 getting 500 people to your site.

But… if you spent that same $1,000 on a really great, comprehensive article on your favorite vegetarian recipes, it could potentially bring thousands of visits per month for free. If you even got 1,000 people to your site over 3 months it would be more than worth it.

And what if it really took off — attracting over 1,000 visitors a month. This would cost you $2k/month to buy minimum.

That’s what is known as the PPC equivalency. It applies to any form of paid advertising in relation to content marketing.

This also isn’t taking into account the probability of a great long-form piece of content ranking for multiple keywords and being used in other marketing capacities (email content, social content, etc.) — even more so reducing your spend.

Now let’s talk about how Rand built Moz into an SEO empire off the back of good content.

How Content Marketing Made Rand Fishkin the SEO King

There are many entrepreneurs/businesses to look at when searching for examples of businesses built with content.

Seth Godin… Neil Patel… Ryan Levesque… Wild Audience 🙂

And one of the most impressive examples of this model is Rand Fishkin.

Rand Fishkin is the co-founder and former CEO of the SEO giant Moz.

Founded alongside Gillian Muessig in 2004 as a consulting firm, the two of them shifted to SEO software development in 2008.

Rand has since left Moz to found SparkToro (more on that later), but the last full year he was there (2017), the company reported revenues of $47.4 million and averages of nearly 3 million website visits per month.

Rand and I recently spent an hour together discussing his story.

And when I tell you that Rand built his company off content, I really mean it.

Moz was a popular blog for 4 years before the launch of their software. And once they launched, they earned $400,000 in 6 months.

What’s the main lesson?

You have to start early 🙂

The worst idea is to wait until your product is finished to start marketing.

You will destroy your odds.

Rand first grew his audience almost entirely through his blog and a weekly medium Moz dubbed “Whiteboard Fridays”.

Every Friday Rand or another member of the Moz team would set up in front a white board and talk about an in interesting lesson, stat, or technique.

They’d post the video along with a transcript and audio version of the talk.

Whiteboard Fridays eventually became the go-to resource on SEO for thousands of marketers and business owners around the world — even saving the once struggling agency early on.

But why?

Why did this work for Rand and didn’t for so many other entrepreneurs working in and around content marketing?

It’s because his content is sharp, encompassing, consistent, and valuable.

All of the boxes of good content we mentioned earlier, he filled 🙂

And he’s using a similar strategy to build his latest venture, SparkToro.

How Rand is using Content Marketing to fuel his next venture, SparkToro.

SparkToro is a “search engine for Audience Intelligence.” It’s not released yet, but Rand is already doing a bunch of work on promoting it (more on that in a second).

SparkToro looks really promising.

Companies can put keywords and audience information into an engine that will pull out a variety of influencers across a variety of channels.

One thing to note:

Sparktoro is not a traditional influencer marketplace, nor does it play favorites.

Instead of focusing on Instagram influencers like many other companies, SparkToro equips entrepreneurs with influencers in less saturated spaces — namely blogs, publications, print magazines, etc.

That doesn’t mean SparkToro is ignoring Instagram, but they are focusing on blogs, podcasts, subreddits, events etc. instead.

The idea is to solve the “discovery” problem. No one likes sourcing influencers for days before a campaign.

And just like Moz, Rand is starting with a variety of content marketing strategies for building his audience.

Here’s everything Rand is doing with SparkToro:

  1. He’s using his status as a prominent blogger by letting that audience live on Sparktoro.com through consistent blogs and updates.
  2. He’s building free tools that are directly related to his future product.

Trending – It’s like Reddit or Hackernews for tech marketers. Trending counts all the URLs you and the community tweet as votes, so you can see what the web marketing world is talking about today.

SparkScore – Figure out your level of influence by measuring your fake accounts etc.

Fake Followers audit – Fake Followers Audit looks at 25+ factors correlated with spam/bot/low quality accounts to return a percentage of followers that are thought to be fake.

3. He’s using his book release engagements to talk about SparkToro.

You can get Rand’s latest book here.

4. He’s accepting interviews (like this blog!) and other PR/speaking events and plugging his new venture.

By combining these free tools, blogs, speaking events, interviews (like the one that sparked this article), and utilizing his existing Moz/personal brand audience, Rand is already building an audience of buyers before SparkToro is released.

So everything he does points back to his company in some form or fashion, but how does Rand define the success of these efforts? What do you need to be monitoring when building your own business with content?

Here’s how Rand defines content marketing success for SparkToro:

  1. Branding and awareness increase is evident.
  2. Email list growth
  3. Free tools become well known.
  4. Baseline level of traffic pretty solid.
  5. SparkToro’s existing audience knows what they are building.
  6. They develop a list of potential buyers.

Simple and easy, right?

As we mentioned, Rand is launching all of this marketing before the product is finished. This method is known as audience-first, startup second or “minimum viable audience” companies, and it’s one of my favorite topics 🙂

Go here for more on building minimum viable audiences

And here’s how Rand thinks about audience-first businesses.

How Rand Fishkin approaches “audience-first” content marketing

For Rand, it’s all about story.

You need to know the story of the problem you’re solving, and you need to be able to distill that into a solution.

That’s where you start.

Then you need to transform that story into something that is accessible and amplifiable 🙂

Start or improve your content marketing strategy by asking yourself questions like:

How do we build things that are consistently engaging and useful until we have the product? How do we both attract and retain future buyers?

That’s the goal, after all.

You also need to know the type of business you want to build on the onset

For Rand, he’s building SparkToro like a zebra instead of a unicorn.

Unicorns are profit-focused — with few succeeding but those who do almost always disrupt society. These are the Facebooks, Ubers, and AirBnBs of the world.

Zebra companies are alternative, more sustainable business models and can be described as such:

“These alternative models will balance profit and purpose, champion democracy, and put a premium on sharing power and resources. Companies that create a more just and responsible society will hear, help, and heal the customers and communities they serve.” – Sex and Startups

It’s slower growth coupled with more cautious investing that prioritizes social impact and culture above profits.

It’s about launching a profitable business out of the gate and having that same business be a place that is genuinely rewarding to work at while building a better world simultaneously.  

And for that to happen, you need a low-cost CPA, a good pricing model that means your paid costs are low, strong organic marketing, and to know what culture you want from the beginning.

This doesn’t mean unicorns are inherently evil or that you can’t pursue rapid growth, you just need to know what you want from the get go — that mentality will ultimately shape both your personal life and business culture in profound ways.

Even if you’re already running a healthy business, thinking in terms of lean, smart growth via content marketing is a useful exercise.

Now that you’ve seen a bit on how Rand is approaching SparkToro, let’s take a closer look at building a content marketing machine in the context of the business we know best, Wild Audience 🙂

Scaling Content Marketing: How to build a reliable and rapid-growth content machine

When it comes to building future-proof, audience-first businesses, we have a lot of experience at Wild Audience.

It’s how we built this business after all.

In this section, we’re going to open the doors and show you exactly how we run our content machine.

Then, you can take this system content system and apply it to your own business immediately by using our content marketing machine blueprint.

It all started with one blog

When I say you can start a business with one blog, I mean it.

For us, it all came to down to this blog. (actually this article)

That’s it 🙂

But it took a lot more than writing it.

Because that blog was built on months of market research and Facebook group relationships.

I spent hours and hours building up to when I would actually release the blog.

For more on building a “minimum viable audience” business, go here.

When Wild Audience first started, blogging was our main traffic driver. These days… it’s a bit more diverse 🙂

But before we look at our evolved content marketing machine, let’s cover the concepts you’ll need to understand it.

The segmenting theory behind successful content marketing

One of the biggest hang-ups with content marketing is knowing what to create and when.

Do you need more case studies? More awareness blogs? More videos?

Sometimes you can feel confident in most mediums but always feel like you don’t know if you’re creating the right content at the right time.

The easiest solution to this is by fitting your content into 3 main stages.

These three funnel stages are based on a customer’s typical journey — aimed at answering the right questions at the right time.

They are split into three branches:

Top of the Funnel (TOFU)

Buyer Question: What exactly is my problem? What is its nature and scope?

Example: I’m not getting enough revenue. I think that’s because my conversion rates are too low, but I’m not sure.

Middle of the Funnel (MOFU)

Buyer Question: What are the possible solutions for my problem? Which ones are best for my business and why?

Example: Okay. So it is my conversion rates. What’s better to focus on? Building a marketing automation system? Swapping out designs? Split testing? Okay. Right now it looks like creating a marketing automation is my best bet.

Bottom of the Funnel (BOFU)

Buyer Question: Why should I choose your business to provide that solution?

Example: Why is Wild Audience’s Relationship Funnel my best bet for increasing conversion rates? What makes them better than doing it myself or using a different system?

Each piece of content you create should be focused into one of these stages. Typically you have a lot more TOFU than MOFU or BOFU, but down the line you may find that your BOFU content isn’t specific enough and needs reworking or that people always go from TOFU to MOFU but never transition into BOFU.

Different types of content lend themselves to different stages. Check out the graph below for some ideas on how marketers fit content where it works best:

And now to Wild Audience’s current marketing machine.

Wild Audience’s 2019 Content Marketing Strategy Template

Copy and swipe anything as you wish 🙂

Step 1: Start with one awesome piece of content

For Wild Audience, it’s interviews.

And we’ve had all sorts of awesome conversations with people like:

  • Rand Fishkin (obviously)
  • Todd Herman
  • Todd Brown
  • Buffer CEO Joel Gascoigne
  • And many more 🙂

You can hear those conversations here.

I conduct all of those interviews and focus on topics we’re currently trying to rank for via our content marketing machine blueprint.

Also known as a funnel silo, it’s the brains behind our entire operation.

This spreadsheet has all of the topics and keywords we’re trying to rank for, what’s been done, who is assigned what, the competitive articles we need to build, and more.

It’s what keeps us sane 🙂

The spreadsheet is designed around umbrella topics. These “topics” are short-tail, high-traffic keywords identified through keyword research.

So things like sales funnel, marketing automation, or any highly competitive keyword that would be fantastic for us to rank for.

Having structure is what will absolutely make or break you in content marketing. Do not rush into this world without a plan in hand and actual structure to back it up.

You can grab the spreadsheet and watch a video of us explaining exactly how you can take this content marketing strategy template and start using it to grow your lead gen efforts below.

Step 2: Turn that interview into a podcast

Podcasting is a great way to speak directly with your audience and earn enough credibility to attract public speaking gigs and other public opportunities.

We’re not alone in thinking this 🙂

17% of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot, 2018)

For us, our podcast is a curated version of our interviews.

For example, we interviewed HubSpot’s VP of Sales and talked for an hour on everything sales and sales funnels.

Then we took that and edited it into a podcast to start with.

Now have a strong piece of content to start working with 🙂

Step 3: Match the interview with an umbrella topic and identify multiple blog opportunities.

Once we have our interview, we listen down and try to pick out the biggest lessons and most interesting conversation pieces. Then, we open up our content marketing machine blueprint and see where it fits in.

Our HubSpot one is pretty obvious.

Sales funnel, right?

Boom.

We have our umbrella topic 🙂

Then our team takes a few minutes to think of one long-form (5,000+ words) article on the umbrella topic and as many shorter-form blogs (1,500-3,000+ words) as we can.

The key is to link back to your longer-form piece with your shorter-form pieces. This strategy uses internal linking to boost your SEO and authority around a topic 🙂

Take drip coffee from our content marketing machine blueprint example.

Drip coffee is a short-tail, high traffic keyword. There are tons of blogs on this topic, and it would be great for our fictional drip machine company to rank for this.

Our first step is to create an ultimate guide for making drip coffee. This is a comprehensive, long-form blog that goes into great detail about how to make great drip coffee — mentioning our product as an ancillary piece or potential option.

Then, we split “drip coffee” into a bunch of other blogs ranking for longer-tail keywords that still have drip coffee in them. Things like: “drip coffee machines” or “best drip machine filters” or “drip coffee temperature”.

These give us the opportunity to explore those topics in a bit more depth, link back to our main article, and rank for those longer-tail keywords.

And sometimes these interviews point us in new keyword directions as well — always be keeping an eye out for new keyword opportunities.

Step 4: We write!

Armed with our blog topics, we write our long-form piece first. This often takes a lot of research and time, but the idea is to create something above and beyond anything else that is out there.

We’re going to be using this piece a lot, so the trick is to do whatever it takes to make it a really strong piece 🙂

So we write, write, and write until…

Huzzah!

We have a finished product.

Our blogs reference both our videos and podcasts (which you may have noticed in this one).

Notice how everything ties into each other but also offers different ways and avenues for exploring a topic?

That’s content distribution at work 🙂

Step 4: We hook everything up to our Relationship Funnel.

After we finish writing, we take the blogs, interview, videos, etc. and hook it all up to our Relationship Funnel.

The screenshot above is high-level overview of what a Relationship Funnel consists of.

We use emails, ActiveCampaign automations (you can get our automations here), lead scoring, Facebook messenger, multi-channel retargeting on social platforms (Facebook, Instagram, Youtube) and more to develop real relationships with prospects and earn their trust before asking for a sale.

Including individual emails like this one 🙂

Relationship Funnels are smart automation systems that regularly convert >$100 products at 6% or more.

If you’re looking for ways to grow from six figures to seven figures, just imagine what even a 1% higher conversion rate would do to your monthly revenue.

I recorded a video all about building your own Relationship Funnel, and you can find it down below.

https://www.youtube.com/watch?v=jRyHx7R0YkA

Step 5: Adding fuel to the fire with Retargeting and PPC

Once we have everything prepped and / the Relationship Funnel is ready, we set up the final step — the retargeting and PPC campaigns that will really set things in motion.

PPC can be an incredibly powerful tool when used wisely.

But using it wisely is the catch 🙂

There are two types of advertising we always use in our content marketing 🙂

Retargeting and PPC.

Let’s talk retargeting first.

Retargeting increases engagement and pulls people through your funnel

Retargeting is widely known through Facebook Ads and Google Adwords targeting.

The idea is simple:

When someone visits a specific page on your site, you can then send them curated ads and communications.

This is like Pandora’s box for marketers 🙂

Let’s continue with our HubSpot example.

If someone reads our blog but doesn’t download the HubSpot lead magnet we have, we can encourage that user to take the next step by showing them an ad that is related to the HubSpot article and/or send them and ad that pitches the lead magnet.

We know they were interested enough to read a bit of our article, now we just need to enroll them in our Relationship Funnel by getting their email.

This almost always leads to cheaper CPA costs and higher CTRs (click-through rates).

And retargeting can get extremely sophisticated — moving audiences in and out of ad campaigns to avoid ad fatigue and wasted money by making sure that an ad that a user converts on isn’t shown to them again.

A.k.a. If someone enters our email automation system, we don’t need to show them the lead magnet again 🙂

Retargeting is also an awesome way to engage your existing audience. By uploading customer lists to your ad platform, you can show exact segments of your customer base specific pieces of content or upsells.

Retargeting also opens up some pretty amazing storytelling possibilities through ad sequencing. Ad sequencing is when you set frequency caps and arrange pieces of content to be shown to your audience in a particular order.

So once a lead sees one ad, they will see the next one in the sequence. And once they have seen that ad, the next will be triggered by FB/Instagram/Youtube — it’s a multichannel retargeting effort.

You can also combine this with super specific ad scheduling for really clever ad sequences:

For example, if there was a conference with a bunch of potential customers, you could hyper target the conference location across peak hours advertising your talk, booth, and follow-up contact details in that order.

The possibilities are pretty cool.

We do a lot of retargeting and sequencing with our RF Accelerator clients, which you can learn more about here.

But what about advertising to people who haven’t been to our site?

PPC and lighting the fire

While you have to be a bit more judicious on your spending with PPC, paying for cold clicks can be a great way to reach new audience members or build up social proof for your new content.

If you see great organic results already (high session time, low bounce rate, lots of shares on social media etc.) on a piece of content, then it’s probably worth investing in PPC a bit.

By taking subscribers and customers who you know are already engaged, you can create a lookalike audience that finds people similar to the ones who already enjoy your content.

Then, we take the videos that did well organically and send it that new lookalike audience. Take this Facebook video we did, for example 🙂

This is is only the tip of the iceberg with the power of PPC, but identifying those top performers and amplifying them is a great place to start.

Step 6: We release everything EVERYWHERE

Once everything is set up, we roll out.

Here is an example of how far we take this:

We take one interview with an influencer and turn it into…

5,000+ word article (this article, e.g.).

2 podcast episodes per interview.

One ten minute video for YouTube.

One ten minute video for Facebook.

Three 1 min videos for Facebook & Instagram.

Three 15 second stories for Instagram and Facebook.

And that’s just the organic platform posts. We also post on relevant industry sites like Growth Hacker 🙂

In total we publish 6 social media posts per week on across channels like personal Facebook profiles, Facebook pages, our Facebook groups, the Wild Audience Instagram, LinkedIn, and Youtube.

That’s a lot of opportunity to reach people 🙂

The idea is to be consistently ubiquitous and engaging with each piece. This helps you encourage both share ability and depth of value — allowing you to entertain both your internal tribe and pull new audiences into your Relationship Funnel.

Step 7: Repeat

After all is said and done we do it all again.

Good thing we love this stuff 🙂

We currently release two of these articles and all of their ancillary components (interviews, videos, etc.) a month.

And in order for you to maintain consistency like that, you have to have an established content process.

We spent years fine tuning ours, and it’s the same process we work on with our RF Accelerator clients 🙂

You can learn more about that here.

Quick tip: We’ve found content banking to be super helpful. The more articles you can have in your backlog, the better.

So try batching at least 1 interview a week over a few months. This should give you enough time to prep for each interview, keep up with your other responsibilities, and be consistent. Overdoing it just sacrifices quality of work and life 🙂

There’s no better feeling than knowing you have 3 months of content stacked up and ready to go.

Conclusion

Remember that a content marketing machine is only a piece of the puzzle.

Content marketing brings in traffic and can convert on its own in small ways if CTAs are presented, but content marketing is never going to be fully utilized without a sales funnel behind it.

And nothing is better than a Relationship Funnel.

Here’s a link to that Relationship Funnel blog again.

We covered a LOT here, so as a recap we learned that:

  1. A content marketing machine is one of the best tools we have for lead generation.
  2. Rand Fishkin got where he is today through content.
  3. A content marketing machine consists of keyword research, centralized content, and smart outreach.
  4. A content marketing machine is simply the organic traffic generator for your sales funnel.

Ready to discover what a Relationship Funnel can do in your business?

We love working with smart, passionate entrepreneurs who already have a successful high-ticket business and client case studies but want to grow into a sustainable seven-figure business.

Sound like you?

Get in touch and make 2019 a year to remember.

Best of luck!

Bastian – CEO/Founder of Wild Audience

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