Content Marketing - Beyond the Bullshit

Content Marketing Beyond the Bullshit Think Visibility Hannah Smith Smith Hannah @hannah_bo_bannaSeptember 2012 @hannah_bo_banna Distilled.net

Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has red hair.

I set myself a challenge...talk aboutcontentmarketing

without mentioning...old spicedollar shave clubok cupidoyster

becauseyou’ve heardit before

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

we’revictimsof our own success...

we know whatthelinkerati <3

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...

the lesson?

content needs to supportbrand positioning

SPEAKER NAME - EDIT FOOTER Using Content Marketing to support brand positioning…

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

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 marketing activity.

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 Lead Generation

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 Salesforce yet?

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

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/socialsuccess-an-inbound-marketing-case-study-for-b2b

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

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 objections aren’t being addressed

create new pages totestimproved messaging against your current pageRead more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 

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 current and potential customerswith the objective of: driving profitable customer action

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 and potential customerswith the objective of: driving profitable customer action

Misconception 2:when it comes to content marketingmore is more

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

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 profitable customer action

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/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

http://www.stateofsearch.com	550
http://www.analyticsseo.com	463
http://www.shaneoleary.me	112
http://seoblog	95
http://www.scoop.it	49
http://shaneoleary.me	35
http://storify.com	28
https://twitter.com	18
http://www.emergingseo.com	10
https://si0.twimg.com	8
http://kred.com	8
http://www.kred.com	7
http://news.intigi.com	7
http://www.distilled.net	4
http://client.tskab.com	4
http://tweets.distilled.net	3
http://strawberryj.am	2
http://analyticsseo.com	2
http://webcache.googleusercontent.com	2
http://cloud.phpfoxapps.com	1

Content Marketing - Beyond the Bullshit

by Hannah Smith on Sep 01, 2012

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