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Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
Content is King & Content Marketing is SEO (SMX Paris 2014)
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Content is King & Content Marketing is SEO (SMX Paris 2014)

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My half of the presentation "Content Marketing is it SEO or SMO?" on SMX Paris 2014 (in French)

My half of the presentation "Content Marketing is it SEO or SMO?" on SMX Paris 2014 (in French)

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  • 1. @soanders @aznosfr #smxparis Le marketing des contenus SMX Paris
  • 2. @soanders @aznosfr #smxparis DIGITAL LOTUS • Contents • Distribution • Amplification • Remarketing Philosopy • Search & Social • Attribution • Remarketing Technology Fashion, finance, B2B, France Business School Bubble Years Innovell, Fluxus, BeFree Pan-Europe Search Marketing 2011 Biddable Media 2013 Content Marketing COO Search Marketing - Europe Anders Hjorth
  • 3. @soanders @aznosfr #smxparis 3 « Content is King »
  • 4. @soanders @aznosfr #smxparis 4 Article du 1 mars 1996
  • 5. @soanders @aznosfr #smxparis 5 … ??
  • 6. @soanders @aznosfr #smxparis 6 Ça fait combien de backlinks?
  • 7. @soanders @aznosfr #smxparis 7 Ils ont supprimé l’article de leur site !!!
  • 8. @soanders @aznosfr #smxparis Nous l’avons retrouvé ici: 8 http://web.archive.org/web/20010126005200/http://www.microsoft.com/billgates/columns/1996essay/essay960103.asp
  • 9. @soanders @aznosfr #smxparis Bill a dit 9 “One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. “ Phenomène de masse
  • 10. @soanders @aznosfr #smxparis Ensuite il a dit 10 “But to be successful online, a magazine can't just take what it has in print and move it to the electronic realm. There isn't enough depth or interactivity in print content to overcome the drawbacks of the online medium.“ Barrières à l’entrée
  • 11. @soanders @aznosfr #smxparis Et finalement 11 “If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement...” Exploration=Recherche
  • 12. @soanders @aznosfr #smxparis 2014 : Contenu > social media > backlinks > Rank 12 http://moz.com/blog/new-data-the-correlations-between-social-sharing-and-inbound-links
  • 13. @soanders @aznosfr #smxparis Marketing des contenus 13 S’arrêter aux médias sociaux c’est descendre du train en marche! Contenus Distribution (médias sociaux) Positions (moteurs) Trafic qualifié €€€€
  • 14. @soanders @aznosfr #smxparis Exemple d’un cycle de contenus 14 Défi Generation de leads concernant le “search marketing” pour le marché français pour Aznos et BDBL MEDIA Objectifs Construire une visibilité dans Google sur l’expression de recherche : “Search Marketing France” Placer les contenu sur des sites d’autorité
  • 15. @soanders @aznosfr #smxparis 15
  • 16. @soanders @aznosfr #smxparis Contributions 16 DavidTowers MEC Marc Poirier Acquisio David Carralon British Council Shahid Awan Cheapflights David Henry Monster Alan Boughen Havas Media David Szetela Clix /Vizion
  • 17. @soanders @aznosfr #smxparis Attractivité 17
  • 18. @soanders @aznosfr #smxparis Location, location, location 18 86 Likes 333 Tweets 44 G+ 70 LinkedIn shares
  • 19. @soanders @aznosfr #smxparis Distribution 19
  • 20. @soanders @aznosfr #smxparis Résultats 20
  • 21. @soanders @aznosfr #smxparis Durable 1 an après 21
  • 22. @soanders @aznosfr #smxparis 22 Etude de cas « Fitnext Calculateur de Calories »
  • 23. @soanders @aznosfr #smxparis Exemple d’un cycle de contenus 23 Défi Fitnext (2012) – site avec des bons contenus mais peu de liens entrants et peu de positions dans les moteurs de recherche Objectifs Construire une visibilité dans Google avec un contenu allant au-delà de l’habituel pour renforcer la notoriété hors-marque
  • 24. @soanders @aznosfr #smxparis « Calculateur de calories »
  • 25. @soanders @aznosfr #smxparis Calculateur de calories 25 Dataviz Projet de développement et integration complèxe. Publication Construit pour être publié sur le site mais également pour être déporté en dehors du site et intégré chez d’autres. http://www.fitnext.com/calculateur-de-calories
  • 26. @soanders @aznosfr #smxparis Résultat Top 3 durable
  • 27. @soanders @aznosfr #smxparis Merci 27 ← et à bientôt sur les réseaux Anders Hjorth anders@aznos.fr Olivier Ffrench olivier@aznos.fr +33 1 58 05 39 10 @AznosFr www.aznos.fr

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