MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails

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Despite immense popularity and the growing resources put toward execution, the vast majority of content marketing efforts will fall flat. In this presentation, Rand will explain what’s gone wrong, and help show a path to content marketing investments that have a real chance of producing great success. From the strategic to the tactical, from measurement to process, we’ll explore the myths and realities that have made content such a powerfully, but often poorly wielded marketing tool.

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MnSearch Summit - Keynote - Rand Fishkin - Why Content Marketing Fails

  1. 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why Content Marketing Fails
  2. 2. Download this Slide Deck bit.ly/mozcontentfail
  3. 3. Failure Sucks
  4. 4. Most Content Efforts Will Fail Spike of hope Flatline of nope
  5. 5. You’ll Invest with the Best of Intentions
  6. 6. You’ll Launch with Excitement
  7. 7. And it Will Suck
  8. 8. And You Won’t Know Why
  9. 9. Why Your Content Marketing Will Fail 5 Reasons
  10. 10. You Believed the Biggest Myth Content Marketing Ever Told the World #1
  11. 11. We Imagine Content Marketing Works Like This… Let’s go see what’s on the Internet today, shall we?
  12. 12. I wonder what this post Kieran tweeted is all about.
  13. 13. That was an interesting. I should sign up for this free ebook download while I’m here!
  14. 14. And I’ll just fill out their contact form with my information….
  15. 15. Oh! Better not forget to follow all their social profiles while I’m at it.
  16. 16. You might laugh, but a lot of companies invest in content marketing on the assumption that this is how it works! Me make content. Humans click. Them buy. Me get money.
  17. 17. In Reality, It Works Like This: Let’s see what’s on Hacker News… Meh.
  18. 18. How about Facebook? Oh, right. Baby pictures.
  19. 19. Let’s try Twitter. Meh.
  20. 20. Maybe Google+? Actually… This looks kinda interesting.
  21. 21. After seeing 400+ links I could have clicked, I finally chose this one. It’s a good article, and this example, naturally, resonated 
  22. 22. I wonder why I like this blog so much? About a week later, I caught a link to Beardbrand’s blog.
  23. 23. No magic trick to grow a thicker beard?! Dammit! I’d followed them on Google+, so I watched this video they shared, too.
  24. 24. When my lovely wife told me that I might need to look into some mustache wax, I thought of Beardbrand. But I couldn’t remember their name! Lovely Wife Imminent need for mustache wax Who were those guys that made the cool beard stuff?
  25. 25. So, naturally, I searched Google: Nope Nope Nope Yes!!
  26. 26. A Perfect Match!
  27. 27. Say goodbye bushy handlebars!
  28. 28. This is How Content Marketing Really Works: Caveman Rand explain.
  29. 29. This is How Content Marketing Really Works: Me Make Content. Humans click. If them like, them remember. Maybe them see more content I make. Visit again. Me build trust, relationship with humans. When them need me product, them come back.
  30. 30. Content marketing not about convert 1st visit. Or 2nd. Or 3rd. Only foolish humans think it work like this.
  31. 31. Content marketing about earning familiarity, trust, and relationship.
  32. 32. Maybe sale come. Maybe not. Smart cave marketer no care. Smart cave marketer know every visit chance to build relationship. Maybe earn fan. That good enough.
  33. 33. The Obligation Rests on Marketers to Set the Right Expectations with Our Teams & Clients
  34. 34. You Made Content Without a Community #2
  35. 35. Does Content Spread Simply Because It’s Really, Really Good? If this content’s really good, it’ll just spread “virally,” right guys?
  36. 36. OK, Probably Not Ha! That’s a good one, Rand!
  37. 37. In My Experience, Content Spreads Because It Inspires a Community
  38. 38. It Reinforces a Belief
  39. 39. Refutes an Opposing Argument
  40. 40. Starts (or Renews) a Passionate Discussion
  41. 41. Is in Someone’s Financial/Promotional Interests
  42. 42. Leverages Group Inclusion Dynamics
  43. 43. Makes the Sharer Look Smart/Important/Worldly/Etc
  44. 44. “Good Enough” Content Often Performs Well when a Community Is Behind It
  45. 45. Only the Best 0.1% of Content Can Go “Viral” without a Pre-existing Community
  46. 46. Don’t Bet Your Marketing on Being the 1 in 1,000
  47. 47. Before you create content, ask the question: “Who will support & amplify this content and why?”
  48. 48. You Invested in Content Creation, But Not in its Amplification #3
  49. 49. Content Must Reach People in Order to Reach Its Potential
  50. 50. Channels for Reaching the Right People Depend on Your Audience
  51. 51. Most Amplification Methods Fall Into These Three Buckets: Broadcast 1:1 Paid Promotion
  52. 52. 1) Broadcast (often via Social Media, Email, or through Events)
  53. 53. 2) 1:1 Outreach (via Social, Email, or In- Person)
  54. 54. 3) Paid Amplification (many varieties)
  55. 55. A Process to Uncover Opportunities: STEP 1: Find Successful Content in Your Niche
  56. 56. STEP 2(a): Find Where It’s Being Shared http://buzzsumo.com
  57. 57. STEP 2(b): Go Beyond Social Networks Google Search and https://freshwebexplorer.moz.com/
  58. 58. STEP 2(c): Find Who’s Doing the Sharing http://www.blindfiveyearold.com/ripples-bookmarklet
  59. 59. STEP 2(c): Find Who’s Doing the Sharing http://buzzsumo.com
  60. 60. STEP 3: Identify What They’re Doing Right, and What They’re Missing Out On Data via Followerwonk
  61. 61. Don’t Make Your Sharing Just About You – Be Generous & Help Others Via Contently
  62. 62. Think of Each Channel Like a Muscle to Be Flexed & Strengthened Regularly
  63. 63. You Ignored Content’s Most Powerful Channel: SEO #4
  64. 64. Google Search Has Grown Massively ~6 Billion Searches/Day! http://www.statisticbrain.com/google-searches/
  65. 65. While Search Traffic is Distributed, Social is Highly Concentrated http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
  66. 66. You Might Have Seen Re/Code & Buzzfeed Claiming Google Search Traffic Was Dead http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
  67. 67. Here’s Define Media Group refuting that with data from 87 publishers & 48 billion pageviews http://www.definemg.com/hey-buzzfeed-search-traffic-is-doing-just-fine/
  68. 68. SEO is Also Critical Because of Intent “Do things” mode “Browse” mode
  69. 69. When Done Right, Content Marketing is the Rising Tide that Lifts the SEO Ships Without content marketing, it’s incredibly hard to earn the types of links that will confer domain authority & rankings in search engines.
  70. 70. When Done Right, Content Marketing is the Rising Tide that Lifts the SEO Ships But as content on a site earns links, it helps every other page on that domain rank better in the search engines, lifting the tide!
  71. 71. At the Very Least, Do Your Keyword Research Be aware that AdWords may not show you all the relevant keywords: http://moz.com/blog/be-careful-using-adwords-for-keyword-research
  72. 72. At the Very Least, Do Your Keyword Research Use Google’s Search Suggest (just start typing and don’t hit enter!) or the UberSuggest tool
  73. 73. Better Yet – Gain a Deep Understanding of How SEO & Content Work Together 4 Posts I’d Recommend: • The Convergence of SEO & Content Marketing • Link Building vs. Content Marketing • How to Build a Content Marketing Strategy • Build & Operate a Content Marketing Machine
  74. 74. You Gave Up Way Too Soon #5
  75. 75. The 0.1% Always Look Like Overnight Successes
  76. 76. In Reality, It Looks More Like This: Geraldine’s Travel Blog: http://everywhereist.com
  77. 77. Geraldine started her blog in 2009 In Reality, It Looks More Like This:
  78. 78. For 2 years, she never broke 100 visits/day. In Reality, It Looks More Like This:
  79. 79. Then she had a few posts get some attention In Reality, It Looks More Like This:
  80. 80. But traffic fell back down soon after. In Reality, It Looks More Like This:
  81. 81. This is where most people give up. In Reality, It Looks More Like This:
  82. 82. These days, she gets 100,000+ visits each month In Reality, It Looks More Like This:
  83. 83. The Price of Success is Failure after Failure after Failure * Hopefully, each of those failures provides an opportunity to learn. *
  84. 84. Why Content Marketing Fails Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly/mozcontentfail

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