2008 – The Hoax Story – money.co.uk203 links from 123 domainsPA 51 How? PR & 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?
1. Content Marketing Beyond the Bullshit Think Visibility Hannah Smith Smith Hannah @hannah_bo_bannaSeptember 2012 @hannah_bo_banna Distilled.net
2. Hannah SmithSEO Consultant – Distilledhannah.firstname.lastname@example.org@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has red hair.
3. I set myself a challenge...talk aboutcontentmarketing
4. without mentioning...old spicedollar shave clubok cupidoyster
5. becauseyou’ve heardit before
7. everybody’s talking about content marketing
8. butwhat the hellis it?
9. &why should you care?
10. hopefully this presentation will help
11. I am anseo
13. which I’mhoping
14. you canrelate to
15. Problem 1.
16. Problem 1.I need to buildlinks
17. (sometimes) my clients reject my link building ideas & thereforepreventme from building links
20. we’revictimsof our own success...
21. we know whatthelinkerati <3
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. the lesson?
24. content needs to supportbrand positioning
25. SPEAKER NAME - EDIT FOOTER Using Content Marketing to support brand positioning…
26. it’s a tough niche & we*need* links
27. BUTthe client did not want their brand associated withzombies, bacon, cats,conspiracy theory,controversy or drama
28. solution - support the brand’s positioning as the small business champion
29. handily enoughthey were already creating some content...
30. we figured we could help by creating remarkable content
31. that would support their brand position asthe small business champion
32. & that would support theirexisting content strategy
33. 411 links from 111 domains
34. 160 links from 36 domains
35. 147 links from 48 domains
36. the client is  and so are we
37. but there’s a trade off...this sort of content will befar less successfulthan
38. zombies, bacon, cats, conspiracy theory, controversy or drama
39. but that’s ok
40. their CEO loves the content
41. their customers love it
42. This isn’t *just* content for links –this is content for their customers.They include it in email newsletters& other marketing activity.
43. so content marketing is just using content forlink buildingright?
45. remember I said I was an seo with problems?
46. Problem 2.
47. how do you ‘get found’ by customers whodon’t know theyneed you yet?
48. SPEAKER NAME - EDIT FOOTER Using content marketing for Lead Generation
49. Salesforcehave a strong domain & already rankwell for keywords customers are likely tosearch for when they’re ready to buy.
50. but how could they attract customers higher upthe sales funnel who don’t know they need a tool like Salesforce yet?
51. create content
52. strong domain - it’ll likely rank
53. we need to considermorethan just search engine visibility...
54. because search enginesare notthe only way we find content
55. so Salesforce created content people wouldwantto share
56. then Salesforce let people know it was there
57. via the corporateFacebook/Twitter/Google+accounts