Content Marketing                Beyond the Bullshit Think Visibility     Hannah Smith Smith                              ...
Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has ...
I set myself a challenge...talk aboutcontentmarketing
without mentioning...old spicedollar shave clubok cupidoyster
becauseyou’ve heardit before
#yawn
everybody’s talking about                content               marketing
butwhat the hellis it?
&why   should you care?
hopefully this presentation will help
I am anseo
withproblems
which I’mhoping
you canrelate to
Problem 1.
Problem 1.I need to buildlinks
(sometimes) my clients reject my link building ideas & thereforepreventme from building links

why?
we’revictimsof our own success...
we know whatthelinkerati <3
BUTmost clients do not want their brand associated with                                   zombies, bacon, cats,           ...
the lesson?
content needs to supportbrand positioning
SPEAKER NAME - EDIT FOOTER                             Using Content                              Marketing to            ...
it’s a tough niche & we*need* links
BUTthe client did not want their brand associated withzombies, bacon, cats,conspiracy theory,controversy or drama
solution - support the brand’s positioning as    the small business            champion
handily enoughthey were already creating some content...
we figured we could help by creating                 remarkable                    content
that would support their brand position asthe small business        champion
& that would support theirexisting content        strategy
411   links              from   111   domains
160   links              from   36   domains
147   links              from   48   domains
the client is                                and so are we
but there’s a trade off...this sort of content will befar less successfulthan
zombies, bacon, cats,  conspiracy theory,         controversy           or drama
but that’s ok
their CEO loves   the content
their customers          love it
This isn’t *just* content for links –this is content for their customers.They include it in email newsletters& other marke...
so content marketing is just using content forlink buildingright?
wrong.
remember I said I was an seo with      problems?
Problem 2.
how do you ‘get found’ by customers whodon’t know theyneed you yet?
SPEAKER NAME - EDIT FOOTER                              Using content                              marketing for          ...
Salesforcehave a strong domain & already rankwell for keywords customers are likely tosearch for when they’re ready to buy.
but how could they attract customers higher upthe sales funnel who don’t know they need a                     tool like Sa...
create content
strong domain -  it’ll likely rank
we need to considermorethan just search engine visibility...
because search enginesare notthe only way we find content
so Salesforce created content people wouldwantto share
then Salesforce let people know it was there
via the corporateFacebook/Twitter/Google+accounts
home page takeoverof the corporate site
enlisted the help of15 expert advocates
email newsletters
guest blogging
PR
advertising onTwitterLinkedInGoogle Display Network
Results• Traffic for January was up 80% YoY• Traffic from social sites was up 2500%See - http://www.seomoz.org/blog/social...
Results (you actually care about)• 6500 newsletter sign ups• 10,000 eBook downloadsSee - http://www.seomoz.org/blog/social...
leads = money         #justsayin’
do links = money?
Problem 3.
rankings are great butno one’s buying
SPEAKER NAME - EDIT FOOTER                             Conversion Rate                              Optimisation
grosslysimplifiedCRO process
sorry @pav
find outwhy people buy&why they don’t
figure out which                          benefitsaren’t being communicated                         & which               ...
create new pages totestimproved messaging against your current pageRead more - http://conversionfactory.com/downloads/chec...
end result?more money
& your boss / client loves you
right now you’re probably thinking
wait, that’s CRO not              content marketing
SPEAKER NAME - EDIT FOOTER                             What is Content                              Marketing?
it’s the creation and sharing of content in order to:                     attract, acquire and engage                curre...
it’s about creatingprofitablerelationships                      with                             customers
not just link building...
SPEAKER NAME - EDIT FOOTER                             Content Marketing                              Misconceptions
misconception 1:content marketing is‘free’
Cute? Surejust not true.
also, it’s notcheap
Cheap “SEO content” looks like this
Cheap article marketing looks like this
Cheap “articles” read like this
the creation and sharing of content in order to:                     attract, acquire and engage                current an...
Misconception 2:when it comes to content marketingmore is more
SPEAKER NAME - EDIT FOOTER                        33% fewer posts;                           40% more traffic             ...
misconception 3:content marketingbelongs on yourblog
bandcamp.com - FAQs
Misconception 4...if you build itthey will come...
you are notKevin Costner...
SPEAKER NAME - EDIT FOOTER                             Takeaways
sometimes people don’t take seosseriously
because often our activitiesaren’t fully alignedwith branding and marketing goals
content marketing is a discipline thatcomplementsseo & we ought to leverage it
because
attracting, acquiring and engaging               current and potential customerswith the objective of:             driving...
is something your client / boss is going to
significantlymore than
it gives you and your clients; or you and your marketingdepartment / boss the opportunity to      align your objectives,
& stop fighting     against each other
thinkbeyondlinks
thinkbeyondsearch engine traffic
&make more money
questions?hannah.smith@distilled.net@hannah_bo_banna
Image CreditsZombies - http://www.xfirstaidkits.com/v/Zombie-Proof-Architecture/Bacon - http://www.flickr.com/photos/samsm...
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
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  • 2008 – The Hoax Story – money.co.uk203 links from 123 domainsPA 51 How? PR &amp; social seeding Cue much controversyWhat do we learn?This stuff works, but your client may not be happy to court such controversy. This is really cheap!
  • Compare the Meerkat (2009 to date)Spoof online tomfoolery grows up and gets integrated – TV, press, radio, search and social – simples? Nuh uh. But it set the bar high.This is akin to the money.co.uk story – it’s clearly not true right? But unlike the money.co.uk story it doesn’t cause contraversy as no one feels manipulated by it.However – I’m pretty sure I’m not the only one getting bored now... It’s kind of a one joke campaign. Where do they go from here?
  • Content Marketing - Beyond the Bullshit

    1. 1. Content Marketing Beyond the Bullshit Think Visibility Hannah Smith Smith Hannah @hannah_bo_bannaSeptember 2012 @hannah_bo_banna Distilled.net
    2. 2. Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has red hair.
    3. 3. I set myself a challenge...talk aboutcontentmarketing
    4. 4. without mentioning...old spicedollar shave clubok cupidoyster
    5. 5. becauseyou’ve heardit before
    6. 6. #yawn
    7. 7. everybody’s talking about content marketing
    8. 8. butwhat the hellis it?
    9. 9. &why should you care?
    10. 10. hopefully this presentation will help
    11. 11. I am anseo
    12. 12. withproblems
    13. 13. which I’mhoping
    14. 14. you canrelate to
    15. 15. Problem 1.
    16. 16. Problem 1.I need to buildlinks
    17. 17. (sometimes) my clients reject my link building ideas & thereforepreventme from building links
    18. 18.
    19. 19. why?
    20. 20. we’revictimsof our own success...
    21. 21. we know whatthelinkerati <3
    22. 22. BUTmost clients do not want their brand associated with zombies, bacon, cats, conspiracy theory, controversy or dramaeven if they’ll get links out of it...
    23. 23. the lesson?
    24. 24. content needs to supportbrand positioning
    25. 25. SPEAKER NAME - EDIT FOOTER Using Content Marketing to support brand positioning…
    26. 26. it’s a tough niche & we*need* links
    27. 27. BUTthe client did not want their brand associated withzombies, bacon, cats,conspiracy theory,controversy or drama
    28. 28. solution - support the brand’s positioning as the small business champion
    29. 29. handily enoughthey were already creating some content...
    30. 30. we figured we could help by creating remarkable content
    31. 31. that would support their brand position asthe small business champion
    32. 32. & that would support theirexisting content strategy
    33. 33. 411 links from 111 domains
    34. 34. 160 links from 36 domains
    35. 35. 147 links from 48 domains
    36. 36. the client is  and so are we
    37. 37. but there’s a trade off...this sort of content will befar less successfulthan
    38. 38. zombies, bacon, cats, conspiracy theory, controversy or drama
    39. 39. but that’s ok
    40. 40. their CEO loves the content
    41. 41. their customers love it
    42. 42. This isn’t *just* content for links –this is content for their customers.They include it in email newsletters& other marketing activity.
    43. 43. so content marketing is just using content forlink buildingright?
    44. 44. wrong.
    45. 45. remember I said I was an seo with problems?
    46. 46. Problem 2.
    47. 47. how do you ‘get found’ by customers whodon’t know theyneed you yet?
    48. 48. SPEAKER NAME - EDIT FOOTER Using content marketing for Lead Generation
    49. 49. Salesforcehave a strong domain & already rankwell for keywords customers are likely tosearch for when they’re ready to buy.
    50. 50. but how could they attract customers higher upthe sales funnel who don’t know they need a tool like Salesforce yet?
    51. 51. create content
    52. 52. strong domain - it’ll likely rank
    53. 53. we need to considermorethan just search engine visibility...
    54. 54. because search enginesare notthe only way we find content
    55. 55. so Salesforce created content people wouldwantto share
    56. 56. then Salesforce let people know it was there
    57. 57. via the corporateFacebook/Twitter/Google+accounts
    58. 58. home page takeoverof the corporate site
    59. 59. enlisted the help of15 expert advocates
    60. 60. email newsletters
    61. 61. guest blogging
    62. 62. PR
    63. 63. advertising onTwitterLinkedInGoogle Display Network
    64. 64. Results• Traffic for January was up 80% YoY• Traffic from social sites was up 2500%See - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
    65. 65. Results (you actually care about)• 6500 newsletter sign ups• 10,000 eBook downloadsSee - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
    66. 66. leads = money #justsayin’
    67. 67. do links = money?
    68. 68. Problem 3.
    69. 69. rankings are great butno one’s buying
    70. 70. SPEAKER NAME - EDIT FOOTER Conversion Rate Optimisation
    71. 71. grosslysimplifiedCRO process
    72. 72. sorry @pav
    73. 73. find outwhy people buy&why they don’t
    74. 74. figure out which benefitsaren’t being communicated & which objections aren’t being addressed
    75. 75. create new pages totestimproved messaging against your current pageRead more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 
    76. 76. end result?more money
    77. 77. & your boss / client loves you
    78. 78. right now you’re probably thinking
    79. 79. wait, that’s CRO not content marketing
    80. 80. SPEAKER NAME - EDIT FOOTER What is Content Marketing?
    81. 81. it’s the creation and sharing of content in order to: attract, acquire and engage current and potential customerswith the objective of: driving profitable customer action
    82. 82. it’s about creatingprofitablerelationships with customers
    83. 83. not just link building...
    84. 84. SPEAKER NAME - EDIT FOOTER Content Marketing Misconceptions
    85. 85. misconception 1:content marketing is‘free’
    86. 86. Cute? Surejust not true.
    87. 87. also, it’s notcheap
    88. 88. Cheap “SEO content” looks like this
    89. 89. Cheap article marketing looks like this
    90. 90. Cheap “articles” read like this
    91. 91. the creation and sharing of content in order to: attract, acquire and engage current and potential customerswith the objective of: driving profitable customer action
    92. 92. Misconception 2:when it comes to content marketingmore is more
    93. 93. SPEAKER NAME - EDIT FOOTER 33% fewer posts; 40% more traffic Kerry Lauerman, Editor in Chief, Salon.com Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
    94. 94. misconception 3:content marketingbelongs on yourblog
    95. 95. bandcamp.com - FAQs
    96. 96. Misconception 4...if you build itthey will come...
    97. 97. you are notKevin Costner...
    98. 98. SPEAKER NAME - EDIT FOOTER Takeaways
    99. 99. sometimes people don’t take seosseriously
    100. 100. because often our activitiesaren’t fully alignedwith branding and marketing goals
    101. 101. content marketing is a discipline thatcomplementsseo & we ought to leverage it
    102. 102. because
    103. 103. attracting, acquiring and engaging current and potential customerswith the objective of: driving profitable customer action
    104. 104. is something your client / boss is going to
    105. 105. significantlymore than
    106. 106. it gives you and your clients; or you and your marketingdepartment / boss the opportunity to align your objectives,
    107. 107. & stop fighting against each other
    108. 108. thinkbeyondlinks
    109. 109. thinkbeyondsearch engine traffic
    110. 110. &make more money
    111. 111. questions?hannah.smith@distilled.net@hannah_bo_banna
    112. 112. Image CreditsZombies - http://www.xfirstaidkits.com/v/Zombie-Proof-Architecture/Bacon - http://www.flickr.com/photos/samsmith/2747313794/sizes/l/Cat - http://www.flickr.com/photos/paolomargari/1992019542/sizes/l/Conspiracy - http://www.alienandufopictures.com/ufo_pictures.htmlControversy - http://xkcd.com/386/Failure to communicate - http://theinfluentials.wordpress.com/2012/06/18/failure-to-communicate/Future of marketing - https://plus.google.com/112310499813770104747/posts/JBesS2cnAGoField of dreams - http://www.tumblr.com/tagged/field-of-dreams
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