Gini Dietrich

Five Ways to Build the Perfect Web Marketing Storm

By: Gini Dietrich | March 20, 2012 | 

I hate to admit this out loud, but I know only a fraction about content marketing for the web.

I learned this flaw last night, as I watched the webinar Andy Crestodina is doing for us on Thursday – Build the Perfect Web Marketing Storm.

He talks about five weather systems in building the perfect storm: Blogging, email marketing, search engine optimization, social promotion, and writing.

Before I watched it, I went through that list and thought, “Surely I have all of this down, right?”


I also learned I’ve just been lucky with Spin Sucks and SmartTalk, but that I really could be much more strategic and smart about all of it and, perhaps, drive even more traffic.

He begins with a content marketing template. As I watched him explain it, I thought, “Come on. You don’t really use this for every piece of content you write, do you?”

And then he showed why he does. And, I’m pretty sure it works the way he demonstrates.


If you attend the webinar, you’ll receive his template as part of your registration fee. He uses it to show you how to complete each of the five weather systems in order to create the perfect web marketing storm.

For blogging, some of those things include:

  • How to write complementary blog posts and newsletters
  • How to write exclusive content for different parts of the web because of the Google Panda update, which docks you for using the same content in several places on the web (which I just did yesterday when I ran my weekly Crain’s column here – oy)
  • How to do keyword research the right way, using the Google keyword tool
  • How to set up a profile picture so it shows up in Google search results
  • How to get traffic on one blog post for the lifetime of the site
  • How to use Google insights, trends, and forecasting on keywords
  • How to write titles, meta descriptions, permalinks (yes, you can change them), and which graphics to use

Email Marketing

Andy is a big believer in email marketing (me too … though many marketers forget about it) and spends a few minutes talking, not about how to write copy that is valuable and educational (please do that), but how to drive traffic and, ultimately, conversions from your efforts.

He discusses:

  • How to find words that higher click-through rates for your email marketing, and a list of the most reported subject line words
  • How to write excerpts for your newsletter so people have to click through to one of your web properties in order to read the rest (he said it makes him sad to see full text in newsletters)

Search Engine Optimization

Under the SEO section, he discusses why sites rank, based on trust/authority of the site, link popularity, anchor text, keywords, traffic, social use, hosting data, and more.

He talks about how to build your authority by guest blogging, which is very central to digital PR.

He also shows you:

  • How to find sites with high domain authority
  • How to check sites to know whether or not you’ll get value by blogging for them
  • How to determine the right authority number (Spin Sucks is 73 so you’ll quickly discover you want to guest blog for us)
  • How to find content ideas through trending topics
  • How to write anchor text (something not many people do the right way)

Social Promotion

For most of us, using social media to promote our content isn’t new. But I’ll bet some of the tools he gives you are. They include:

  • How to use Manage Flitter to find people you already follow who are interested in your content topic
  • How to use Filter Tweeps to find people outside your network who might be interested in your content
  • How to mention the people you find so they’re more likely to RT you
  • How to use hashtags and quotes appropriately


Then he gets into writing, but not around emotion or voice or branding (which most of us can already do). Rather, he discusses how to get a lot more traction out of a single piece of web copy.

In his writing tips, he includes:

  • How to write for both humans and search engines (six tips)
  • How to assemble web copy, instead of just writing it (five tips)
  • How to link to Google+ in your bio so it shows what you’ve authored in your profile and provides your avatar next to the link in search results


At that point, I thought we were finished, but he adds one more thing about building your perfect web marketing storm.

It’s measuring results, which I was very happy to see.

He talks about how the entire point of web marketing is to convert visitors toward one of 10 goals and how to outpace business capacity if you’re using content marketing correctly. I imagine most of you want to do that, no matter where you are in your content marketing life.

This webinar is a must attend event. It’s Thursday, March 22 at 11 a.m. CT. It is $50, but I promise you’ll take away so many ideas it’ll be worth your time and investment.

Click here to register now.

If you’re still not convinced, you can watch Andy discuss the topic in the video in the upper right-hand corner of the blog (or by clicking here).

If you can’t attend live, we’ll have a recording of it that can be downloaded, and watched, at your convenience.

Hope to see you on Thursday!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Wow. All this in one webinar? Deal. See you there.

    • ginidietrich

       @TedWeismann And now, you too, will see how much you really don’t know.

  • Sometimes it’s better to not know what you don’t know; ignorance is bliss. Oh wait, did say that? Sounds very worthwhile, you seemed to have learned a lot.

    • ginidietrich

       @SociallyGenius Seriously. Now I feel like a dummy.

  • wickedjava

    @shonali thanks for the share from @ginidietrich

    • shonali

      @wickedjava You’re so welcome… and how are you?

      • wickedjava

        @shonali doing well..getting a few things off the ground which is good. you?

        • shonali

          @wickedjava Very well indeed, thank you for asking. Glad that it’s not stormy and thundering any more!

        • wickedjava

          @shonali Ditto

  • AlinaKelly

    I am guessing you used some of the tips in this post. It appears that your Spin Sucks commerce site can’t take the demand. See you Thursday…assuming I can get through to sign up!

    • ginidietrich

       @AlinaKelly Grrrr! It won’t go through? I’ll let Lisa know …she can help!

      • AlinaKelly

         @ginidietrich All fixed. All registered. All good!

      • carolinedase

        I can’t seem to register either,

  • AlinaKelly

    I like the big bold header in your post, by the way.

    • ginidietrich

       @AlinaKelly Thanks!

  • orbiteers

    This will be worth every penny, I promise you that. I work for orbiteers  and every time crestodina  shares this info, heads explode (in a good way, of course). 

    • ginidietrich

       @orbiteers  I really did learn a lot last night while I watched…as embarrassed as I am to admit it.

  • spiral16

    RT @shonali: Five Ways to Build the Perfect Web Marketing Storm via @ginidietrich

  • GeeklessTech

    The storm is a never ending learning process that is always changing.  I don’t usually see a charge for a webinar, but will give it some thought.

    • ginidietrich

       @GeeklessTech It goes through our professional development site, Spin Sucks Pro, which is paid content. I understand if it’s not something you are keen on doing.

  • Ahhh, I want to attend this so badly! All I could think about while reading your highlights was: “Where do I sign up?!?” I’ll have to bring it up to my boss!

    • ginidietrich

       @Jill Tooley I’m really embarrassed to say I learned a ton. Stuff I should already know. 😐

  • carolinedase

    404 error upon registration

    • ginidietrich

       @carolinedase Hi Caroline. I think if you just refresh the page, it should work. Let me know if it doesn’t.

  • crestodina

    Thank for writing this up @ginidietrich ! And thanks for all the positive feedback. Believe it or not, the video that covered all those topics is only 35 minutes. That will leave plenty of time for Q and A.
    Looking forward to it everyone! I hope you can join us. I’ve been doing web marketing for 12 years and these are the most effective techniques I’ve learned.
    See you Thursday!

    • ginidietrich

       @crestodina I loved it so I know our community will too!

  • I counted 6. But I only have room for 5 can I opt out of one?
    See Gini this is why people come here. You bring value. And free cupcakes I heard?
    Great post saving this.

    • ginidietrich

       @HowieSPM Howie. The cupcakes are a secret.

      •  @ginidietrich thurs we are tasting these

        •  @ginidietrich just don’t tell shellykramer 

        • ginidietrich

           @HowieSPM  Please try this one for me: Salty Cocoa Caramel (Chocolate Sea Salted Caramel) 

        • @HowieSPM I’m sure @shellykramer would be a delight to eat cupcakes with… Don’t be a hater Howie

        • @ginidietrich @HowieSPM and last gripe, I promise… Why don’t the cool boxes with flames and persons name EVER show up when I reply?

        • ginidietrich

           @SociallyGenius  When you type their name, if the flames don’t show up, it just means they haven’t commented in here in a while (or ever).

        • @ginidietrich I’m pretty sure you comment here like a million times a day 🙂 must be my mobile, ah well, can’t win em all

        • ginidietrich

           @SociallyGenius  Oh. You did it with my name. LOL!! 

        •  @ginidietrich are these available in the Middle East???  I want 1 (maybe 100)

        • ginidietrich

           @Nic_Cartwright I want 100 too!

      • @ginidietrich @HowieSPM Not a secret anymore – I demand one

  • ginidietrich

    @jckreidel It’s a little bit overwhelming, isn’t it?

    • jckreidel

      @ginidietrich Long as you’re planning the work, and working the plan … and not spitting in the eye of the storm!

      • ginidietrich

        @jckreidel Ha! Exactly!

  • 3 points spring to the front of my brain on this Wednesday (for USA think Friday) Omani morn….
    1 – I just love the fact that you are a College for the wannabemarketeers of the world (no disrespect to anyone with the use of that word – we all come here to learn – and you are defo one of our favorite teachers!!).  I love the approach to running your business and I really enjoy hearing about your plans / successes.
    2 – So if Gini is a fraction of Andy in the Content Marketing equation….  Let’s say G = A/5???  Then Nic needs to get on some of them Content Marketing Protein powders as N = (A-G)/100
    3 – On Thursday at that time I am half way up (or maybe down) a big mountain in the Omani desert.  And despite recent forward steps in online accessibility in the region – I am pretty sure my wifi won’t work there!!  Will look out for the download option…
    Tata – and enjoy our weekend….

    • ginidietrich

       @Nic_Cartwright All that math is hurting my head this early! How many hours are you ahead of me?

      •  @ginidietrich I think it is 10.  Right now it is 5pm and I am on my way to the Beach for Bootcamp Test week!!!
        fun, fun, fun till teacher takes the t-bird away…..

        • ginidietrich

           @Nic_Cartwright Ahhh…nine hours. You have happy hour when I’m getting up and starting work. Not fair.

        •  @ginidietrich Ah – but when you finish a hard day’s work – I am deep in slumber sleep……  Oh – still not fair….  I think I must live in Narnia..

  • KimberlyAlexa19

    @ginidietrich Awesome! Really want to attend but have a mtg. How do I access the downloadable version after? Need to register now? Thx!!

    • ginidietrich

      @KimberlyAlexa19 I’ll tweet you when the downloadable version is ready. Sound good?

      • KimberlyAlexa19

        @ginidietrich Sounds great! Looking forward to watching & learning. Thanks.

  • KyleAkerman

    I saw Andy give his web content marketing presentation for MENG earlier this year. It was so good I invited him to speak recently at the U of C Booth Marketing Roundtable.  As you might imagine it was big hit there too.  Your SpinSucksPro audience is going to love this. 

    • ginidietrich

       @KyleAkerman I know you’re a big fan, too!

      • KyleAkerman

         @ginidietrich Now I’ve got to get you to speak at the Booth Roundtable 🙂

        • ginidietrich

           @KyleAkerman I thought we were working on that!

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