Content Marketing - Beyond the Bullshit
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  • 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?

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  • 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.smith@distilled.net@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
  • 6. #yawn
  • 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
  • 12. withproblems
  • 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
  • 18.
  • 19. why?
  • 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?
  • 44. wrong.
  • 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
  • 58. home page takeoverof the corporate site
  • 59. enlisted the help of15 expert advocates
  • 60. email newsletters
  • 61. guest blogging
  • 62. PR
  • 63. advertising onTwitterLinkedInGoogle Display Network
  • 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. 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. leads = money #justsayin’
  • 67. do links = money?
  • 68. Problem 3.
  • 69. rankings are great butno one’s buying
  • 70. SPEAKER NAME - EDIT FOOTER Conversion Rate Optimisation
  • 71. grosslysimplifiedCRO process
  • 72. sorry @pav
  • 73. find outwhy people buy&why they don’t
  • 74. figure out which benefitsaren’t being communicated & which objections aren’t being addressed
  • 75. create new pages totestimproved messaging against your current pageRead more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 
  • 76. end result?more money
  • 77. & your boss / client loves you
  • 78. right now you’re probably thinking
  • 79. wait, that’s CRO not content marketing
  • 80. SPEAKER NAME - EDIT FOOTER What is Content Marketing?
  • 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. it’s about creatingprofitablerelationships with customers
  • 83. not just link building...
  • 84. SPEAKER NAME - EDIT FOOTER Content Marketing Misconceptions
  • 85. misconception 1:content marketing is‘free’
  • 86. Cute? Surejust not true.
  • 87. also, it’s notcheap
  • 88. Cheap “SEO content” looks like this
  • 89. Cheap article marketing looks like this
  • 90. Cheap “articles” read like this
  • 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. Misconception 2:when it comes to content marketingmore is more
  • 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. misconception 3:content marketingbelongs on yourblog
  • 95. bandcamp.com - FAQs
  • 96. Misconception 4...if you build itthey will come...
  • 97. you are notKevin Costner...
  • 98. SPEAKER NAME - EDIT FOOTER Takeaways
  • 99. sometimes people don’t take seosseriously
  • 100. because often our activitiesaren’t fully alignedwith branding and marketing goals
  • 101. content marketing is a discipline thatcomplementsseo & we ought to leverage it
  • 102. because
  • 103. attracting, acquiring and engaging current and potential customerswith the objective of: driving profitable customer action
  • 104. is something your client / boss is going to
  • 105. significantlymore than
  • 106. it gives you and your clients; or you and your marketingdepartment / boss the opportunity to align your objectives,
  • 107. & stop fighting against each other
  • 108. thinkbeyondlinks
  • 109. thinkbeyondsearch engine traffic
  • 110. &make more money
  • 111. questions?hannah.smith@distilled.net@hannah_bo_banna
  • 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