@SearchDecoder
The 3Cs of Bootstrap Marketing

How to Develop Credibility on the Internet through
Native Content and Socia...
Presented at Search Marketing Day in Warsaw
@SMDwarsaw / #SMDwarsaw SearchMarketingDay.com
I lived in Lodz, Poland, until the age of 23. I moved to NY 10
years ago, where I have led multiple lives: construction,
s...
*Average for top four global clients for 2012
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!
!
Bootstrap marketing and SEO
enabled me to create oppor...
5
Ideal
TimeMoney
Talent
Bootstrapping@SearchDecoder
The 3Cs of Bootstrap Marketing
Audience
Community
Leads
Transactions
!
!
!
!
!
!
Credibility
Content
Connections
Blogging,...
Becoming interesting isn’t just
about learning how to become a
good conversationalist.
You need stories to tell.
@SearchDe...
Content marketing is not about
you.
It’s about your content
@SearchDecoder
Every blog post, video or image
need to fit into your content
strategy…
…not the other way around
Every piece of content n...
Useful Deck:
Content Marketing vs. Content Strategy
@SearchDecoder
Content marketing is like a healthy heartbeat
@SearchDecoder
Learn more: https://medium.com/personal-brand/8e43f280cdb2
You need to set your knock-out punch with a
series of jabs
Jab,...
@DiditMarketing
The objective of content strategy is to design a repeatable
and scalable process
Taking a long-view approach and seeing ah...
15
Intensity beats extensity
Focus your efforts playing to your strengths
Tier 1!
Native
Blog!
Twitter!
SlideShare!
Reddit...
16
5 Rapid-Fire Hacks & Tools to Get you Started
@SearchDecoder
*Average for top four global clients for 2012
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!
#1 Crowdsourcing
Content on Fiberr
@SearchDecoder
TimeMoney
Talent
You are here
Fiverr is your best friend when you have time for content ideas, no talent to
execute, and o...
Review each content creator, check their work/reviews, and have the right
expectations
Do your homework and provide clear ...
Example
@SearchDecoder
Launching on Amazon in July. FREE* for everyone who signed up for my
mailing list before June 2013
Make no mistake, this i...
Are you an introvert? Use Fiverr to create your About Video
!
On YouTube: https://www.youtube.com/watch?v=q--xmSuXKtY!@Sea...
Use SpringLeap for high-end creative crowdsourcing and social
creative campaigns
@SearchDecoder
*Average for top four global clients for 2012
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#2 Visual Storytelling
on SlideShare
@SearchDecoder
25
Slideshare is the world’s largest network for presentations
Similarly to YouTube it has a homepage, which offers a huge...
Frequency is key to maintain traffic
Frequent uploads
Frequency drops
@SearchDecoder
https://medium.com/personal-brand/7d4beec8624c
@SearchDecoder
Do things, tell people.
Good content gets shared
@SearchDecoder
Include calls to action to drive leads
E-book downloads —> Qualified Leads
@SearchDecoder
*Average for top four global clients for 2012
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#3 Long-Form
Storytelling on
Medium
@SearchDecoder
31
Medium is a great social platform for long-form storytelling. Anybody can
write on Medium.
Social, algorithm-driven con...
32
Contribute great content, curate, build relationships, submit to relevant
collections. Act like a user.
Start and curat...
Medium’s algo emphasizes recommendations and read ratio
34
Read this post if you are new to blogging
https://medium.com/personal-brand/d5e0a3c3b7a4
*Average for top four global clients for 2012
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#4 Build a Tribe on
Triberr
@SearchDecoder
36
Triberr is a social community for content creators to collaborate to grow
each other’s blog readership.
@SearchDecoder
37
Join Triberr and set-up your RSS feed
Connect your blog & RSS feeds
Join
relevant
Tribes
Set-up
your feed
@SearchDecoder
38
http://dashburst.com/top-triberr-bloggers-infographic/
@SearchDecoder
*Average for top four global clients for 2012
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!
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!
#5 Compound by
cross-promoting
@SearchDecoder
40
Embed widgets to cross-optimize your content
@SearchDecoder
41
Place your email marketing widgets across your media properties
Offer something for Free you
could charge for Include n...
42
The newsletter is the cornerstone of building your brand equity, start
building your list early on - it’s a marathon!
I...
Connect Authorship to Your Blog Posts
Read how: http://www.searchdecoder.com/connect-google-authorship-blog-posts-5-min-le...
44
What tools should I use?
Toolbox: http://www.SEOtoolbox.me
@SearchDecoder
Whoever you are and whatever you do, your
number one job is to build your credibility on
the Internet through native conte...
*Average for top four global clients for 2012
Matt@SearchDecoder.com!
!
SearchDecoder.com!
!
@SearchDecoder!
!
Facebook!
@...
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The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

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Are you capturing the vast opportunities that social media platforms have to offer? It's not that social media is not working for you or your business, it's the other way around. You haven't made social networks work for you. Old social media tactics are rendered obsolete. You can no longer outsource tweeting. Your content needs to be native, authentic, and human. Both users and algorithms will smell a phony. In this session you will learn how to tell a captivating story, pick the right social channels to spread it, write magnetic headlines, and built tribes of collaborators around your brand.

The 3 Cs of Bootstrap Marketing: How to Build Credibility on the Web through Native Content and Social Connections

  1. 1. @SearchDecoder The 3Cs of Bootstrap Marketing How to Develop Credibility on the Internet through Native Content and Social Connections Matthew Capala
  2. 2. Presented at Search Marketing Day in Warsaw @SMDwarsaw / #SMDwarsaw SearchMarketingDay.com
  3. 3. I lived in Lodz, Poland, until the age of 23. I moved to NY 10 years ago, where I have led multiple lives: construction, scaffolding, bus boy, waiter, Internet marketer, executive, NYU professor, and entrepreneur. In that order. @SearchDecoder Nazywam sie Maciek Capala
  4. 4. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! Bootstrap marketing and SEO enabled me to create opportunities I wouldn't have had otherwise @SearchDecoder
  5. 5. 5 Ideal TimeMoney Talent Bootstrapping@SearchDecoder
  6. 6. The 3Cs of Bootstrap Marketing Audience Community Leads Transactions ! ! ! ! ! ! Credibility Content Connections Blogging, SEO, Content Marketing Guest Blogging, Events, Public Speaking Social Media, Influencer Outreach, Blogger Relationships @SearchDecoder Traffic
  7. 7. Becoming interesting isn’t just about learning how to become a good conversationalist. You need stories to tell. @SearchDecoder
  8. 8. Content marketing is not about you. It’s about your content @SearchDecoder
  9. 9. Every blog post, video or image need to fit into your content strategy… …not the other way around Every piece of content needs to tell a cohesive story. @SearchDecoder
  10. 10. Useful Deck: Content Marketing vs. Content Strategy @SearchDecoder
  11. 11. Content marketing is like a healthy heartbeat @SearchDecoder
  12. 12. Learn more: https://medium.com/personal-brand/8e43f280cdb2 You need to set your knock-out punch with a series of jabs Jab, Jab, Jab, Right Hook = Give, Give, Give, Ask@SearchDecoder
  13. 13. @DiditMarketing
  14. 14. The objective of content strategy is to design a repeatable and scalable process Taking a long-view approach and seeing ahead is critical User Profiling Persona Validation Qual./Quant. Research Keyword & UX Mapping Personas Goals & KPIs Analytics Data Insights Off+On Site Inventory Content Audit Success Metrics & KPIs Competitive Insights Lead Generation ROI Planning & Delivery Editorial Calendar Influencer Profiling Blogger Prospecting Outreach Learn, Test, Improve ! Optimization SEO Distribution Schema.org Social Meta
  15. 15. 15 Intensity beats extensity Focus your efforts playing to your strengths Tier 1! Native Blog! Twitter! SlideShare! Reddit! Quora! Medium! YouTube Tier 2! Sharing Facebook! StumbleUpon! Digg! Delicious! Pinterest! Tumblr! Linkedin Considerations Open or closed?! Waterfall or curated feed?! Does it have a homepage?! Can I hack it?! Supports SEO?! !
  16. 16. 16 5 Rapid-Fire Hacks & Tools to Get you Started @SearchDecoder
  17. 17. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! #1 Crowdsourcing Content on Fiberr @SearchDecoder
  18. 18. TimeMoney Talent You are here Fiverr is your best friend when you have time for content ideas, no talent to execute, and only couple bucks in your wallet First rule for Fiverr: It’s for execution, not for creative ideas
  19. 19. Review each content creator, check their work/reviews, and have the right expectations Do your homework and provide clear creative direction
  20. 20. Example @SearchDecoder
  21. 21. Launching on Amazon in July. FREE* for everyone who signed up for my mailing list before June 2013 Make no mistake, this is no “SEO for dummies.” ! ! Rather, SEO Like I’m 5 is for forward-thinking small business owners, start-ups and entrepreneurs who struggle to get on the front page of Google. Sign up for my newsletter by June 30th to get it FREE*! ! SearchDecoder.com/Newsletter! ! *minus Amazon fees (est. 30%) and shipping. Sorry, I’m a bootstrapper! ! @SearchDecoder
  22. 22. Are you an introvert? Use Fiverr to create your About Video ! On YouTube: https://www.youtube.com/watch?v=q--xmSuXKtY!@SearchDecoder
  23. 23. Use SpringLeap for high-end creative crowdsourcing and social creative campaigns @SearchDecoder
  24. 24. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! #2 Visual Storytelling on SlideShare @SearchDecoder
  25. 25. 25 Slideshare is the world’s largest network for presentations Similarly to YouTube it has a homepage, which offers a huge potential for traffic Your deck here TimeMoney Talent You are here
  26. 26. Frequency is key to maintain traffic Frequent uploads Frequency drops @SearchDecoder
  27. 27. https://medium.com/personal-brand/7d4beec8624c @SearchDecoder Do things, tell people.
  28. 28. Good content gets shared @SearchDecoder
  29. 29. Include calls to action to drive leads E-book downloads —> Qualified Leads @SearchDecoder
  30. 30. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! #3 Long-Form Storytelling on Medium @SearchDecoder
  31. 31. 31 Medium is a great social platform for long-form storytelling. Anybody can write on Medium. Social, algorithm-driven content distribution on Medium offers an upside for good writers to get more eyeballs and engagement
  32. 32. 32 Contribute great content, curate, build relationships, submit to relevant collections. Act like a user. Start and curate a collection Connect your profile with Twitter and Facebook friends who will get notifications when you post
  33. 33. Medium’s algo emphasizes recommendations and read ratio
  34. 34. 34 Read this post if you are new to blogging https://medium.com/personal-brand/d5e0a3c3b7a4
  35. 35. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! #4 Build a Tribe on Triberr @SearchDecoder
  36. 36. 36 Triberr is a social community for content creators to collaborate to grow each other’s blog readership. @SearchDecoder
  37. 37. 37 Join Triberr and set-up your RSS feed Connect your blog & RSS feeds Join relevant Tribes Set-up your feed @SearchDecoder
  38. 38. 38 http://dashburst.com/top-triberr-bloggers-infographic/
@SearchDecoder
  39. 39. *Average for top four global clients for 2012 ! ! ! ! ! ! ! ! ! ! ! #5 Compound by cross-promoting @SearchDecoder
  40. 40. 40 Embed widgets to cross-optimize your content @SearchDecoder
  41. 41. 41 Place your email marketing widgets across your media properties Offer something for Free you could charge for Include newsletter sign-up above the fold @SearchDecoder
  42. 42. 42 The newsletter is the cornerstone of building your brand equity, start building your list early on - it’s a marathon! Include clickable links, CTAs, images, and social plugins @SearchDecoder
  43. 43. Connect Authorship to Your Blog Posts Read how: http://www.searchdecoder.com/connect-google-authorship-blog-posts-5-min-less/ @SearchDecoder
  44. 44. 44 What tools should I use? Toolbox: http://www.SEOtoolbox.me @SearchDecoder
  45. 45. Whoever you are and whatever you do, your number one job is to build your credibility on the Internet through native content and social connections. ! In a world where 80% of consumers Google a product or service before purchasing it, invisibility is a fate much worse than failure. @SearchDecoder
  46. 46. *Average for top four global clients for 2012 Matt@SearchDecoder.com! ! SearchDecoder.com! ! @SearchDecoder! ! Facebook! @SearchDecoder
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