My 9:45 Presentation at WordCamp Miami #wcmia 2014. Discussing the concept that Content is CORE not King as content alone does not suffice. You need to add layers of support in the forms of Optimization, Socialization and Promotion to have content succeed online.

1. Content Is Not King
IT’S CORE !
Presented by @JohnCarcutt

2. Who is this guy?
Why should I take the time to listen to him?
John Carcutt
Director of SEO & Social Media
Advance Digital
Follow on Twitter @johncarcutt
• 12+ Years in SEO and Online Marketing
• SEO Educator & Speaker, National & Local Level
• Published on most major online search publications and news sites.
• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO
• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.

3. Our Newspapers

4. Our Websites

5. Advance Publications
The parent company of Advance Digital and CondeNast

6. Advance Publications

7. The idea that
Content Is King
has been around for a while now.

9. “Content is King”
Essay by Bill Gates
Jan 3 1996
“Content is where I expect
much of the real money will
be made on the Internet…”

10. “Content is King”
Essay by Bill Gates
Jan 3 1996
“But the broad opportunities
for most companies involve
supplying information or
entertainment. No company
is too small to participate.”

11. “Content is King”
Essay by Bill Gates
Jan 3 1996
“But the broad opportunities
for most companies involve
supplying information or
entertainment. No company
is too small to participate.
No individual will be precluded
from participating”

12. Let’s be clear …
What Is Content ?

13. The 7 Layers of Content
Interactive Based
Document Based
Software Based
Audio Based
Video Based
Image Based
Text Based

14. The 7 Layers of Content
InteractiveDocumentsSoftwareAudioVideo
Text Based
• Blogs
• Sponsored
• Articles
• Email
• eBooks
• Brochures
• Manuals
• Case Studies
• Social Posts
• Guides
• Press Releases
• Data Sheets
• White Papers
• Workbooks
• Etc.

15. 684,478 Pieces of content shared on Facebook
2 million Search queries are made on Google
100,000 Tweets are sent
48 Hours of video are uploaded to YouTube
3,600 Photos are shared on Instagram
571 New websites are launched
Content in a Minute

16. 2+ Billion People Online
325 Billion Websites Online
162.5 Websites per Person

17. What Does This
Look Like Online?

19. I am going to say it …
Content Is Not King

20. I am going to say it …
Content Is Core !

21. ContentSocialization
Optimization
Promotion
You Must Help Content Stand Out

23. Content
Optimization
Optimization Layer
1. Search Engine Optimization
2. Video Optimization
3. iTunes Optimization
4. App Store Optimization
5. etc. etc.
Content Discovery when searching is an
Active Process

24. Content
Optimization
Optimization is
Ongoing …

25. Content
Optimization
Authorship …

26. Content
Optimization
Authorship …

27. Content
Optimization
Author Rank …

28. Content
Socialization
The Google+ Factor

29. Content
Socialization
Socialization Layer
1. Seeding Content
2. Influence on Search
3. Sharing is the New Linking
4. Targeted Social Networks
Content Discovery in Social Media is a
Passive Process

30. Content
Socialization
Socialization Layer

31. Content
Socialization
Sharing is Critical

32. Content
Socialization
Sharing is Critical

33. Content
Socialization
Controlled Sharing
• FaceBook Open Graph Protocol
• Twitter Cards
• A Variety of Plugins

34. Content
Promotion
Promotion Layer
1. Online & Offline
2. Sponsored Content
3. Audience Targeting
4. Audience Re-Targeting
5. Paid Social Media
Content Discovery via Advertising is a
Targeted Process

35. Content
Promotion
Sponsored Content

36. Content
Promotion
Audience Targeting

37. Content
Promotion
Re-Targeting

38. Content
Promotion
Paid Social Media

39. Content
Promotion
FaceBook Ads

40. Content
Promotion
FaceBook Ads

41. The Layers Recap
Optimization Layer
Allowing your content to be found when users are searching
for something specific.
Socialization Layer
Making your content available for display to users who are
browsing their social grid.
Promotion Layer
You reaching out to find specific users to interact with your
content.

42. Great Content Is Critical

43. Not All Content Is Great

44. Not All Content Is Great
(or can be)

45. Your Content Is Core
Even Great Content Needs Help.

46. Thank You
Follow me on Twitter
@johncarcutt