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Content Marketing in Boring Industries
 

Content Marketing in Boring Industries

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Presentation from Moz.com webinar performed on 12-17-2013. Video from the presentation can be found shortly here: http://moz.com/webinars

Presentation from Moz.com webinar performed on 12-17-2013. Video from the presentation can be found shortly here: http://moz.com/webinars

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  • awesome!
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  • DISTIBUTOR Pusat Kopi Miracle (MIRACLE COffee Premium GRade) Supplier Kopi Miracle Agen Kopi CLENG kopi LIMMIT Grosir Kopi Miracle Melayani COD Antar Res Area JAKARTA Bogor Tangerang Bekasi (Barat Timur Selatan Utara Kota Metropolitan) Call 081373090881 BB 27043D02 Kunjungi Worshop Pusat Jual Dagang Beli Kopi Miracle,Kopi sufran Kopi Limmit Grosir Resmi 'MENJUAL' Special ' Kopi CLENG' SURABAYA Semarang Bali Lampung Agen Sumatera Makassar Manado www.slideshare.net/Tages/Pusat Kopi Miracle,GRosir Kopi Miracle LAMPUNG Barat SulawesiTimur Palembang MAKASSAAR Sulawesi KALIMANTAN Aceh Banda Aceh Ternate NTT Maluku Irian Jaya Bima Papua Sorong Lombok
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  • Invaluable advice Ross, looking forward to the webinar recording! We don't believe in 'boring' either.
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  • HELL YES. I'm sending this to everyone who asks me about what they should do since their company is boring. Any company with a happy customer isn't boring - they just need Ross' help to tell a better story.
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    Content Marketing in Boring Industries Content Marketing in Boring Industries Presentation Transcript

    • Content Marketing in Boring Industries Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com
    • Most of us don’t get to make content like this.
    • Or this.
    • Or this. @ROSSHUDGENS
    • Instead, we’re in charge of content like this. @ROSSHUDGENS
    • And we’ve got to promote that. @ROSSHUDGENS
    • For us, day to day marketing involves promoting websites that aren’t BuzzFeed. @ROSSHUDGENS
    • STEP ONE: CONTENT STRATEGY 1 3 @ROSSHUDGENS 2
    • DEFINING BLOG FOCUS Building content in boring verticals may be difficult if you remain vertically siloed. @ROSSHUDGENS
    • Build in-depth personas so you know what kind of content your buyers are looking for. @ROSSHUDGENS
    • Buffer is a social media sharing platform, but their buyer persona loves many other things, so they blog about it. Well. @ROSSHUDGENS
    • It gives their site an incredible reach. For your boring-site blog, it may give you just enough reach to break out of restrictive topics. @ROSSHUDGENS
    • Credit Card Processing Blog? No. Credit Card Blog? Yes. Small Business Blog? HELL Yes. @ROSSHUDGENS
    • FOCUS ON BUILDING THE BEST DIGITAL EXPERIENCE POSSIBLE https://www.channellock.com/category.aspx?zcid=134
    • FIRST IMPRESSIONS ARE MORE IMPORTANT THAN EVER http://www.lingscars.com/ You are less likely to get repeat chances in boring industries.
    • Your product doesn’t have to be cool, but your story does. Quote Source: http://bit.ly/1cBcvJ1
    • DON’T TAKE YOURSELF TOO SERIOUSLY http://www.movoto.com/blog/
    • You must build competency in driving visits to your site without many blog subscribers or email subscriptions.
    • In boring industries, readers are still often very willing to make small commitments.
    • STEP TWO: CONTENT DEVELOPMENT 1 3 @ROSSHUDGENS 2
    • BUILD LONG-TAIL CONTENT PEOPLE WANT http://www.ubersuggest.org
    • GET CONTENT DEVELOPMENT BUDGET WITH COMPETITOR COMPARISONS http://semrush.com
    • BUILD LONG-TAIL CONTENT YOUR COMPETITORS ALREADY BUILT http://semrush.com
    • MATCH KWR AGAINST EXPECTED LINK #S If there are high RD link numbers, and you can make the best resource, you probably have good potential there. @ROSSHUDGENS
    • BUILD LINKABLE CONTENT INTO LANDING PAGES http://geappliances.com/products/water/water_softeners.htm
    • BUILD LINKABLE CONTENT INTO LANDING PAGES http://www.geappliances.com/products/water/water_heaters.htm
    • MAKE YOUR JOBS CONTENT @ROSSHUDGENS
    • MAKE YOUR LOCATION CONTENT http://moz.com/blog/the-complete-guide-to-link-building-with-local-events
    • MAKE YOUR SUCCESS CONTENT @ROSSHUDGENS
    • BUILD NATIVE CONTENT
    • CREATE SURVEY CONTENT FOR CHEAP It only costs $150 to get a statistically significant (and interesting) survey. http://www.google.com/insights/consumersurveys/home
    • GENERATE CONSUMER DATA ON YOUR SITE http://www.softwareadvice.com/crm/userview/crm-survey/
    • BUILD A “SOLVE THE PROBLEMS” SECTION PROTIP: Ask customer service reps for commonly asked questions. http://www.homedepot.com/c/project_how_to
    • BUILD CITY SPECIFIC CONTENT THEN USE STUMBLEUPON OR FACEBOOK ADS @ROSSHUDGENS
    • WRITE BETTER TITLES FOR YOUR POST/PRs http://bit.ly/1byW9vR
    • GET VIRAL MARKETING INSPIRATION FROM LAUGHING SQUID http://www.laughingsquid.com
    • STEP THREE: CONTENT PROMOTION 1 3 @ROSSHUDGENS 2
    • INCLUDE SHARE BUTTONS, BUT DON’T EMBARRASS YOURSELF Yes. No.
    • LOWER COVERAGE FRICTION Make the press section easy to find. @ROSSHUDGENS
    • LOWER COVERAGE FRICTION Make contact information easy to locate on the press/news page. @ROSSHUDGENS
    • BUILD A PRESS SECTION THAT DOESN’T HURT TO LOOK AT @ROSSHUDGENS
    • BUILD A NEWS RELEASE FLYWHEEL Good content. Twitter dedicated to PR. Email Press List. @ROSSHUDGENS
    • CONSIDER BULK PR PACKAGES @ROSSHUDGENS
    • SEARCH “SITE:REDDIT.COM POST SUBJECT” @ROSSHUDGENS
    • ENGAGE & NURTURE INFLUENCERS WITH HIGH-VALUE VERTICAL ROUNDUPS TIP: Include your best posts, don’t just link out. @ROSSHUDGENS
    • START BUILDING TRUST WITH A GOOD LOOKING SIGNATURE http://www.siegemedia.com/pr-strategies-seos-havent-learned
    • Content marketing is not a unicorn. Source: http://bit.ly/19gc1Hy
    • Source: http://bit.ly/1bnfUKZ The most effective content marketers use an average of 15 tactics.
    • Source: http://bit.ly/1bnfUKZ The least effective content marketers use an average of 10.
    • 1) Test and fail. 2) Test and fail. 3) Test and succeed.
    • Content Marketing in Boring Industries Ross Hudgens, Founder, Siege Media @RossHudgens http://siegemedia.com