Startup Content Marketing - Distilled Meetup

Startup Content How to Do It Right JOHN DOHERTY DISTILLED NYC

@dohertyjf Today we are talking about startups and marketing, but to win long term in marketing it helps to have content.

@dohertyjf A lot of startups, though, think of marketing after the fact, and then it’s “marketing content”, not useful content.

@dohertyjf Most of you are SEOs. This is the startup version of “SEO content”.

@dohertyjf#facepalm

@dohertyjf Why Create Great Content

@dohertyjfSearch Volume “Dollar Shave Club” far outstrips “men’s razors” in search volume.

@dohertyjfIncreased Coverage

@dohertyjfLinks (aka Traffic) Image via MajesticSEO

@dohertyjfTraffic = money/users 243% Organic Improvement Users go the same way 13,967 14,000 14,000 12,129 11,206 10,500 10,500 7,000 7,000 6,012 5,087 4,072 3,500 3,500 0 0 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Organic visitors

@dohertyjf Startups Who Fail at Content Marketing

@dohertyjf Instagram ($1bn of nothing)

@dohertyjfInstagram’s Site

@dohertyjfTheir Web Interface Sucks

@dohertyjfThey should have done Pinstagram

@dohertyjf Mint.com

@dohertyjfMint.com’s Blog is Meh

@dohertyjfBut their product is sexy

@dohertyjfThey should have done what WePay did

@dohertyjf HouseBites.com

@dohertyjfHouseBites.com is boring

@dohertyjfSo is their blog 

@dohertyjfTheir Flickr is AMAZING

@dohertyjf They should be all over Pinterest. But they only have 14 images there. Missed opportunity.

@dohertyjf Startups Who Do It Right

@dohertyjfOyster.com – Doing It Right(ish)

@dohertyjfOyster’s Photo Fakeouts (293 Linking Root Domains)

@dohertyjf WePay.com

@dohertyjfWePay Does It Right

@dohertyjfWePay’s Publicity Stunt

@dohertyjf Don’t just think about content on your own site either. Here are two examples of startups whose founders have big followings.

@dohertyjfHubspot http://onstartups.com/

@dohertyjfBufferApp http://leostartsup.com/

@dohertyjf “But I’m Not Creative”

@dohertyjf

@dohertyjfIndustry-Shaking Content is Difficult Folks who never do any more than they get paid for, never get paid for any more than they do. - Elbert Hubbard

@dohertyjfDifficult, Focused Work Pays Off

@dohertyjfStep 1: Don’t Talk About Yourself http://www.johnfdoherty.com/ brand-voice-marketing/

@dohertyjfStep 2: Audience http://www.seomoz.org/blog/keyword-level-demographics

@dohertyjfStep 3: Competitor Research [keyword phrase] + guide How to [keyword phrase] https://seogadget.co.uk/content- strategy-generator-tool-v2-update/

@dohertyjfStep 4: Prioritize, Resourcize,Calendarize Start small. Get a dedicated resource (pro tip next slide) to produce one piece of difficult-to-replicate content. Create a calendar of consistent material. Your first won’t get many links. Your second will get more. Your third will do better.

@dohertyjfStep 4: Prioritize and Resourcize Ahem: https://www.google.com/search?q=find+an+intern&pws=0

@dohertyjfOur Intern Did This

@dohertyjfOur Intern Did This It’s our 6th most linked-to page. It got a link from Seth Godin Done by a 17 year-old

@dohertyjfStep 5: Do The Hard Work Do The Big Work (Seth Godin)

@dohertyjfStep 6: Outreach Remember these guys? Now it’s time for outreach. Email Social media PR http://www.seomoz.org/blog/outreach-for-linkbuilding-whiteboard- friday

@dohertyjfJohn DohertySEO Consultant – Distilled john.doherty@distilled.net http://twitter.com/#!/dohertyjfSEO Consultant at Distilled NYC.Traveler.Rock climber.Company Blog: http://www.distilled.net/blog/Personal Blog: http://www.johnfdoherty.com/Facebook – Public Profile

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Startup Content Marketing - Distilled Meetup

by John Doherty on Jun 27, 2012

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