The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
In today’s Whiteboard Friday, MozCon speaker [1]and content marketing expert Ross Simmonds walks you through his method for creating a content marketing engine that will ultimately make you money, rooted in four simple steps: research, creation, distribution, and optimization.
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Video Transcription
Hey, Moz friends. I'm Ross Simmonds, and today we're going to be talking about something that I hold really deep to my heart — the idea of using content to generate revenue, generate business results. We're going to be talking about how to create a content marketing[2] engine that ultimately will make your money jiggle, jiggle, or fold, I don't know. But either way, what we're going to be talking about today is something that I really hope you can apply to your content marketing teams, that you can apply to your entire engine and ultimately shape the way that your content culture operates. And it's rooted in four simple steps — research, create, distribute, and optimize. And if you can embrace a culture that leverages those four things consistently, year after year, quarter after quarter, month after month, I am convinced that you will be able to see revenue results and the goals that you have set out to accomplish directly from your content engine. Let's dive into each of them.
Research
So the first one is research. This is essentially tactics, people, and timeline, and goals that are going to be applicable to each of these different categories.
Tactics
Community research
When it comes to research, the tactics that you want