Digital content best_practices
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This document provides best practices for digital content marketing. It discusses how to segment content by goal and keyphrases for service pages versus blog posts. It also covers elements like testimonials versus author bios. Different types of content marketing like advertising versus owned content are compared. Guidelines are provided for topics, headlines, and formatting content for readability. Long-form content that uses formatting like headers and images is found to generate more traffic, links, shares and leads according to various studies.
![Our content is where
[audience x] gets
[information y] that offers
[benefit z].](https://image.slidesharecdn.com/digitalcontentbestpractices-200326192910/85/Digital-content-best_practices-21-320.jpg)
![Our content is where
[audience x] gets
[information y] that offers
[benefit z].](https://image.slidesharecdn.com/digitalcontentbestpractices-200326192910/85/Digital-content-best_practices-258-320.jpg)
Digital content best_practices
- 1. Digital Content Best Practices Orbit Academy
- 2. Two kinds of visitors. Two kinds of keyphrases. Two kinds of pages. Two kinds of conversions.
- 3. Service Pages Blog Posts GOAL: Sell Teach SEO: Commercial intent keyphrases ($) Information intent keyphrases (?) ELEMENTS: Testimonials, examples, statistics, evidence Authors, dates, share buttons, comments CTAs: Contact Us Subscribe
- 4. If you have more MONEY than brains, you should focus on OUTBOUND marketing. If you have more BRAINS than money, you should focus on INBOUND marketing. Guy Kawasaki Marketing Evangelist
- 5. Advertising Content Marketing Interrupt, Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help
- 6. Advertising Content Marketing Interrupt, Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help
- 7. Advertising Content Marketing Interrupt, Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help
- 8. Advertising Content Marketing Interrupt, Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help
- 9. Advertising Content Marketing Interrupt, Distract Attract, Teach, Entertain Paid (budget) Owned, Earned (brains) Fast but temporary Slow but durable Hype Help
- 10. Marketing Landscape Evolution source: Upward
- 11. Traffic x Conversion Rate = $
- 13. image source: Marco Verch, Flickr
- 14. SEO x CRO = $
- 16. 1. YOUR MISSION
- 17. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 18. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 19. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 20. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 21. Our content is where [audience x] gets [information y] that offers [benefit z].
- 22. Source: Content Marketing Institute
- 23. Marketers who document their mission statement are 3x more likely succeed
- 24. Source: Content Marketing Institute “Do you have an editorial mission statement?”
- 26. Where office managers find fun tips for the workplace to build happier, more productive teams.
- 27. 2. TOPICS
- 32. Quora.com
- 33. Topics and focal distance
- 34. Topics and focal distance Is Beer At Work a Dumb Idea? Awesome Office Kitchens Top 10 Office Perks
- 35. Listening to your audience
- 36. “Would you mind answering this question?”
- 37. Email asking a question
- 38. Invitation to contribute to a roundup
- 39. “Would you mind answering this question?” “Sure! Here are a few thoughts. Is this helpful?”
- 42. “Would you mind answering this question?” “Sure! Here are a few thoughts. Is this helpful?” “Wow! This is amazing. Thanks so much!”
- 45. Fast forward three years...
- 46. 68 questions answered from round ups 76 questions answered from email interviews 27 questions answered from clients and friends 171 total questions and answers +
- 60. Never waste a good conversation by having it in private...
- 61. “My web designers are #@!&* and I’m tired of this $#*?!”
- 62. “My web designers are #@!&* and I’m tired of this $#*?!” “Sounds bad. I’m listening …and taking notes”
- 66. source: 27 Complaints About Web Design Companies, Orbit Media Why people hate their web designers
- 67. source: 27 Complaints About Web Design Companies, Orbit Media Why people hate their web designers
- 71. Write for the prospects in your sales funnel
- 72. “Thanks for the proposal. But what if something like X happens?”
- 73. “Thanks for the proposal. But what if something like X happens?” “My team is wondering, how would your team handle situation X?”
- 74. “Thanks for the proposal. But what if something like X happens?” “Good meeting yesterday. But I’m still a bit unclear about X.” “My team is wondering, how would your team handle situation X?”
- 75. The questions our prospects often ask.. The most common questions...
- 76. “How can you protect my current rankings?”
- 77. “How can you protect my current rankings?” “Good question. I’ll explain...”
- 78. “How can you protect my current rankings?” “I’m glad you asked. I’m sending you a link.”
- 81. “How can you protect my current rankings?” “I’m glad you asked. I’m sending you a link.” “Looks like you’ve got that covered!”
- 82. Topics flow from sales to marketing
- 83. Topics flow from sales to marketing Content flows from marketing to sales
- 84. Topics flow from sales to marketing Content flows from marketing to sales
- 85. 3. HEADLINES
- 89. What (and where) is a headline?
- 90. source: How to Write Great Headlines Every time you see a headline, you calculate cost / benefit
- 92. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 93. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 94. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 95. Works in Search Works in Social Long-form text Compelling visuals Answers questions Triggers emotion Meets expectations A bit unexpected Quotes from experts Quotes from social influencers
- 96. Let’s try a few…
- 97. The 7 Habits of Highly Effective Marketers
- 98. The 7 Habits of Highly Effective Marketers
- 99. Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 100. Web Design Standards: The 10 Best Practices on the Top 50 Websites
- 101. The Life Changing Magic of Deleting Old Content
- 102. The Life Changing Magic of Deleting Old Content
- 104. Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 105. Future Proof Your Search Rankings: 5 Tips for Semantic SEO
- 106. The data about headlines and search
- 107. • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing source: Backlinko Power words in title tags…
- 108. • Secret • Powerful • Ultimate • Perfect • Best • Insane • Amazing source: Backlinko Power words in title tags…decreased CTR by 13.9% POSITION CTR
- 109. source: Backlinko Questions as title tags…have CTR 14.1% higher CTR
- 110. The data about headlines and social
- 111. Number of Headline Words and Average FB Shares source: BuzzSumo
- 112. Number of Headline Words and Average FB Shares source: BuzzSumo
- 113. Articles with 14+ word headlines get… • 3x more traffic • 2x more shares • 5x more backlinks source: State of Content Marketing, SEMrush 2019
- 114. Top Facebook Headline Trigram Average FB Engagements Will make you 8961 This is why 4098 Can we guess 3199 Only x in 2398 The reason is 1609 Are freaking out 1559 X stunning photos 1425 Tears of joy 1387 Is what happens 1337 Will make you cry 1287 Source: Buzzsumo
- 115. Top Twitter Headline Trigrams Average Twitter Engagements This is what 174 For the first time 133 Things to know 123 X percent of 115 Will make you 114 Is the new 87 As it happened 86 First time in 80 Of all time 78 What happens when 73 Source: Buzzsumo
- 116. Most Engaging Trigrams That Start Headlines X reasons why These are the X things you Here are the This is what How to get This is the X stunning photos This is how X things that X of the X things to X ways to You can now This is why The x most The x best X things only How to make Why you should Source: Buzzsumo
- 117. Most Engaging Trigrams That End Headlines In the world Around the world In x years X years later Need to know In X days Of the year Melt your heart On social media To see this Of all time What he said Talking about it Is going viral For x years X years ago The first time See all day After x years Give you goosebumps Source: Buzzsumo
- 118. “This is why these 10 stunning photos will make you cry tears of joy!”
- 121. Numbers and data
- 125. Frontload the headline with impact / benefits
- 127. • CoSchedule writes 25-30 headline variations • Buffer writes 25-30 headline variations • Orbit writes 5 headline variations Write many. Choose one!
- 128. source: 2019 Blogging Survey
- 129. source: 2019 Blogging Survey
- 130. 4. FORMATTING & LENGTH
- 131. source: How Little to Users Read? NN Group Users have time to read at most 28% of the words during an average visit 20% is more likely. Readers don’t read
- 133. source: 5 Easy Tips to Improve Every Blog Design Format for scanners
- 134. Jason Fried Basecamp Short paragraphs get read. Long paragraphs get skimmed. Very long paragraphs get skipped.
- 136. You’re not done publishing a new post until you have linked to it from an old post.
- 137. 1. Headers, subheads 2. Bullet lists, numbered lists 3. Bolding and Italics 4. Internal links 5. Multiple images Types of formatting
- 138. source: BuzzSumo dataset: OrbitMedia.com Long content gets shared more
- 139. source: HubSpot Word Count vs Average Linking Domains > 2500 2250 – 2500 2000 – 2249 1750 – 1999 1500 – 1749 1250 – 1499 1000 – 1249 750 – 999 500 – 749 250 – 499 0 - 249 Long content gets linked to more
- 140. source: Moz, Buzzsumo Article Length Avg Shares Avg Referring Links < 1,000 2,823 3.47 1 - 2,000 3.456 6.92 2 – 3,000 4,254 8.81 3 – 10,000+ 5,883 11.07 n = 489,128 articles (over 85% had less than 1,000 words) Long content gets more links and shares
- 141. source: CoSchedule Long content ranks higher
- 142. source: Curata Long content generates more leads
- 143. Long content gets more traffic Average length of top performing content by industry source: SEMrush State of Content Marketing, 2019
- 144. The Length / Time on Page Correlation Number of Words Time on Page 1,000 2,000 3,000 4,000 5,000 12 min 10 min 8 min 6 min 4 min 2 min 0 min
- 145. source: 2019 Blogging Survey
- 146. There is no such thing as attention span. There is only the quality of what you are viewing... People have an infinite attention span if you are entertaining them. Jerry Seinfeld Comedy Legend
- 147. Each piece of content should be as long as necessary to cover the topic, and not one word longer.
- 148. 5. IMAGES
- 149. One image is not enough
- 151. How to hold attention on long posts Add videos and images (esp. charts and diagrams) at every scroll depth
- 152. In a desert of text, images are water. Give your readers a sip!
- 153. 6. COLLABORATION
- 162. 1. Mention them in your content 2. Ask for a contributor quote 3. Include them in an expert roundup 4. Invite them to guest post 5. Deep dive interview 5 Ways to Collaborate
- 167. How many people are waiting for your article to go live? Make sure it’s not zero.
- 168. Share and mention
- 169. An ally in creation is an ally in promotion.
- 171. source: 2018 Blogger Survey, Orbit Media
- 172. If you’re not making friends, you’re doing it wrong.
- 173. Friendships
- 175. If you’re not making friends, you’re doing it wrong.
- 176. What’s in it for me?
- 177. Eugene Schwartz Copywriting legend Copy is never written. Copy is assembled.
- 186. Make the best page on the internet for your topic.
- 188. Type of Conversion Revenue Content Lead Customer Donor Event Registrant @ Subscriber @ Downloader (guide, ebook, whitepaper) @ Webinar Registrant @ Follower / Fan @ Member @ Reviewer @ Job Applicant @
- 189. LEAD
- 190. CUSTOMER
- 191. DONOR
- 192. image source: Marco Verch, Flickr
- 194. WEBSITE USABILITY STUDY, 2004 vs 2016 source: NN Group
- 195. source: NN Group Causes of User Failure
- 196. Which of these online frustrations have you experienced in the last month? source: Drift, 2020
- 197. From Answers to Action
- 200. ANSWERS UNCERTAINTY
- 201. “My faucet is leaking...” How soon can you come fix it? Same day, on-time service for 20 years. “I’m so glad they came right away!” Schedule a visit within 24 hours >> QUESTION ANSWER EVIDENCE CALL TO ACTION
- 202. “I need some marketing technology...” Does this system connect with my database? ...integrates with the top 50 platforms “Thanks for the help connecting to my system!” Logos of tools Chat with an expert about integration >> QUESTION ANSWER EVIDENCE CALL TO ACTION
- 203. Senior housing Can I bring my dog? Yes, we are pet friendly “My puppy Buster loves his new friends!” Discuss pet relocation with an associate > QUESTION ANSWER EVIDENCE CALL TO ACTION
- 204. Larry and Joyce Married, kids, late 70’s, $1.5M net worth, college education, active church, media preferences: email, websites and print media Larry fell while shoveling snow. Real estate taxes went up. Narrowing their options Can we bring our dog? Is the deposit refundable? Explain refundability. Show how life is easier here. Address pet concerns. Triggers Decision Stage Q’s and Objections How we can help
- 205. Non-medical home care Can you help mom with her meals? Yes, our caregivers prepare healthy meals “Janice cooked the salmon perfectly!” Ask how we plan and prepare healthy meals > QUESTION ANSWER EVIDENCE CALL TO ACTION
- 206. Jennifer (Daughter) Married, kids, late 40’s, college education, media preferences: social media, email, websites Doctor suggested that dad change his diet. He’s not taking care of himself. Early research What is included in home care? Shopping? Are care givers nurses? How much does this cost? Show how we help in the home. Explain options. Start the pricing conversation. Triggers Decision Stage Q’s and Objections How we can help
- 207. Prospective Resident/ Adult Child Influencer
- 208. Quick contact information Descriptive header Answers to key questions Supportive evidence Answers to key questions Call to action
- 209. What questions does my audience ask before purchasing?
- 210. What classes can I take? What degrees do you offer? Are you accredited? How long does it take? Financial aid: Can I afford it? Are there scholarships? Can I go part time? What can I do with this degree? Is it worth it? Are the alumni happy? Who goes to to this school? What are the demographics? Is there wheelchair access? Is there Spanish language support? What about demographics, diversity, LGBT? How is parking? Is it accessible by public transit? Can I use transfer credits when I apply? Life after graduation? What are the housing options? Where would I live? Is childcare available? Will I have access to faculty? Retention rates and graduation? What kind of student support is available? What about the library? What makes this company unique? When do programs start? What is the neighborhood like? Do I need to take the GRE test? What is life like for students? What have the professors done? What research? Publications? What projects can I work on? Are they paid? Is there work- study available? Is this a for profit school? Is it part of a bigger organization? What are classes like? Is there field study or internships? available? How long has this school been around? Can I talk to a professor before I apply? What is the process for applications? What if I’ve never worked in this field before? Is there a difference
- 212. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 213. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 214. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 215. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 216. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 217. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 218. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 219. 1. What was happening that sent you looking for a solution? 2. What else did you try and what didn't you love about it? 3. What almost kept you from buying from us? 4. What made you confident enough to give us a try? 5. What made X the best solution for you? 6. When evaluating X, what was most important to you? 7. What can you do now (or do better) that you couldn’t do before? 8. Give me an example of when X made a difference for you? Questions to ask your audience. Answers to publish.
- 220. Joel Klettke Business Casual Copywriting We get stuck behind our screens and start writing about things that people don’t actually care about.
- 221. They ask. You answer. Marcus Sheridan The Sales Lion
- 222. Message, messengers and formats
- 223. Message, messengers and formats
- 224. Message, messengers and formats
- 225. Message, messengers and formats
- 226. Message, messengers and formats
- 227. Movement is more powerful than images. Images are more powerful than text.
- 229. Sales pages have two kinds of content
- 230. Quick contact information Descriptive header Answers to key questions Supportive evidence Answers to key questions Call to action
- 232. EVIDENCE UNCERTAINTY
- 233. There are two kinds of evidence
- 235. pathos logos ethos
- 237. heart head cred
- 238. @crestodina
- 239. Facts are called ‘cold and hard’ for a reason. They don’t have the ability to warm hearts, which is the key to changing minds. Rob Biesenbach Author, Actor, Speaker
- 240. Big Evidence: Data and Statistics
- 241. Little Evidence: Testimonials and Stories
- 242. 7 Things to Add To Your Testimonials
- 248. 6858 pixels of page Percent proof on a Oli’s speaking page
- 249. 6858 pixels of page 3478 pixels of proof Percent proof on a Oli’s speaking page
- 250. Percent proof on a Oli’s speaking page 6858 pixels of page 3478 pixels of proof 51% of the page is proof
- 251. Give them everything ...one thing at a time
- 256. Grow Your List That starts with documenting your mission
- 257. Where digital marketers find practical advice on content, analytics and web design to get better results from their websites.
- 258. Our content is where [audience x] gets [information y] that offers [benefit z].
- 259. It makes a great CTA
- 261. Before...
- 262. After...
- 263. 4800% increase. Not bad!
- 264. 1.Prominence 2.Promise 3.Proof The 3 P’s of Email Signup Boxes source: Email Signup Forms, Orbit Media
- 269. Calls to Actions
- 280. Find and Fill the Gaps
- 281. What’s missing from your website? ...unsatisfying
- 282. What’s missing from your website? ...unsatisfying ...weak
- 283. What’s missing from your website? ...unsatisfying ...weak ...not compelling
- 284. Out of context answers FAQ Page
- 285. Out of context evidence Testimonials Page
- 286. Beware the testimonials page
- 287. Before and After
Editor's Notes
- #114: …when compared to articles with 7-10 word headlines (Source: SEMrush State of Content Marketing. dataset was 700,000+ articles from sites with 50k – 500k sessions per month)
- #144: We picked the top 20 traffic-yielding articles from each of the considered blogs and calculated their average length.