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Start-Up Marketing Meet Up

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Check out the slides that Distilled's very own, John Doherty presented at the recent New York Meet Up on Start Up Content.

Check out the slides that Distilled's very own, John Doherty presented at the recent New York Meet Up on Start Up Content.

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Transcript

  • 1. Startup Content Wrong vs Right JOHN DOHERTY DISTILLED NYC
  • 2. @dohertyjf Today we are talking about startups and marketing, but to win long term in marketing it helps to have content.
  • 3. @dohertyjf A lot of startups, though, think of marketing after the fact, and then it’s “marketing content”, not useful content.
  • 4. @dohertyjf Most of you are SEOs. This is the startup version of “SEO content”.
  • 5. @dohertyjf#facepalm
  • 6. @dohertyjf Why Create Great Content
  • 7. @dohertyjfSearch Volume “Dollar Shave Club” far outstrips “men’s razors” in search volume.
  • 8. @dohertyjfIncreased Coverage
  • 9. @dohertyjfLinks (aka Traffic) Image via MajesticSEO
  • 10. @dohertyjfTraffic = money/users 243% Organic Improvement Users go the same way 13,967 14,000 14,000 12,129 11,206 10,500 10,500 7,000 7,000 6,012 5,087 4,072 3,500 3,500 0 0 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Organic visitors
  • 11. @dohertyjf Startups Who Fail at Content Marketing
  • 12. @dohertyjf Instagram ($1bn of nothing)
  • 13. @dohertyjfInstagram’s Site
  • 14. @dohertyjfTheir Web Interface Sucks
  • 15. @dohertyjfThey should have done Pinstagram
  • 16. @dohertyjf Mint.com
  • 17. @dohertyjfMint.com’s Blog is Meh
  • 18. @dohertyjfBut their product is sexy
  • 19. @dohertyjfThey should have done what WePay did
  • 20. @dohertyjf HouseBites.com
  • 21. @dohertyjfHouseBites.com is boring
  • 22. @dohertyjfSo is their blog 
  • 23. @dohertyjfTheir Flickr is AMAZING
  • 24. @dohertyjf They should be all over Pinterest. But they only have 14 images there. Missed opportunity.
  • 25. @dohertyjf Startups Who Do It Right
  • 26. @dohertyjfOyster.com – Doing It Right(ish)
  • 27. @dohertyjfOyster’s Photo Fakeouts (293 Linking Root Domains)
  • 28. @dohertyjf WePay.com
  • 29. @dohertyjfWePay Does It Right
  • 30. @dohertyjfWePay’s Publicity Stunt
  • 31. @dohertyjf Don’t just think about content on your own site either. Here are two examples of startups whose founders have big followings.
  • 32. @dohertyjfHubspot http://onstartups.com/
  • 33. @dohertyjfBufferApp http://leostartsup.com/
  • 34. @dohertyjf “But I’m Not Creative”
  • 35. @dohertyjf
  • 36. @dohertyjfIndustry-Shaking Content is Difficult Folks who never do any more than they get paid for, never get paid for any more than they do. - Elbert Hubbard
  • 37. @dohertyjfDifficult, Focused Work Pays Off
  • 38. @dohertyjfStep 1: Don’t Talk About Yourself http://www.johnfdoherty.com/ brand-voice-marketing/
  • 39. @dohertyjfStep 2: Audience http://www.seomoz.org/blog/keyword-level-demographics
  • 40. @dohertyjfStep 3: Competitor Research [keyword phrase] + guide How to [keyword phrase] https://seogadget.co.uk/content- strategy-generator-tool-v2-update/
  • 41. @dohertyjfStep 4:Prioritize, Resourcize, Calendarize Start small. Get a dedicated resource (pro tip next slide) to produce one piece of difficult-to-replicate content. Create a calendar of consistent material. Your first won’t get many links. Your second will get more. Your third will do better.
  • 42. @dohertyjfStep 4: Prioritize and Resourcize Ahem: https://www.google.com/search?q=find+an+intern&pws=0
  • 43. @dohertyjfOur Intern Did This
  • 44. @dohertyjfOur Intern Did This It’s our 6th most linked-to page. It got a link from Seth Godin Done by a 17 year-old
  • 45. @dohertyjfStep 5: Do The Hard Work Do The Big Work (Seth Godin)
  • 46. @dohertyjfStep 6: Outreach Remember these guys? Now it’s time forhttp://www.seomoz.org/blog/outreach-for-linkbuilding-whiteboard-friday outreach. Email Social media PR
  • 47. @dohertyjf “So Show Me How”
  • 48. @dohertyjf Actually, this guy is going to do that…
  • 49. @dohertyjfJohn DohertySEO Consultant – Distilled john.doherty@distilled.net http://twitter.com/#!/dohertyjfSEO Consultant at Distilled NYC.Traveler.Rock climber.Company Blog: http://www.distilled.net/blog/Personal Blog: http://www.johnfdoherty.com/Facebook – Public Profile
  • 50. Thank You Questions?JOHN DOHERTY Distilled NYC