Startup Content Marketing - Distilled Meetup

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My slide deck from the Distilled Meetup about Marketing Your Startup, held at ZocDoc in Soho, NYC.

Published in: Technology, Business

Startup Content Marketing - Distilled Meetup

  1. 1. Startup Content How to Do It Right JOHN DOHERTY DISTILLED NYC
  2. 2. @dohertyjf Today we are talking about startups and marketing, but to win long term in marketing it helps to have content.
  3. 3. @dohertyjf A lot of startups, though, think of marketing after the fact, and then it’s “marketing content”, not useful content.
  4. 4. @dohertyjf Most of you are SEOs. This is the startup version of “SEO content”.
  5. 5. @dohertyjf#facepalm
  6. 6. @dohertyjf Why Create Great Content
  7. 7. @dohertyjfSearch Volume “Dollar Shave Club” far outstrips “men’s razors” in search volume.
  8. 8. @dohertyjfIncreased Coverage
  9. 9. @dohertyjfLinks (aka Traffic) Image via MajesticSEO
  10. 10. @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
  11. 11. @dohertyjf Startups Who Fail at Content Marketing
  12. 12. @dohertyjf Instagram ($1bn of nothing)
  13. 13. @dohertyjfInstagram’s Site
  14. 14. @dohertyjfTheir Web Interface Sucks
  15. 15. @dohertyjfThey should have done Pinstagram
  16. 16. @dohertyjf Mint.com
  17. 17. @dohertyjfMint.com’s Blog is Meh
  18. 18. @dohertyjfBut their product is sexy
  19. 19. @dohertyjfThey should have done what WePay did
  20. 20. @dohertyjf HouseBites.com
  21. 21. @dohertyjfHouseBites.com is boring
  22. 22. @dohertyjfSo is their blog 
  23. 23. @dohertyjfTheir Flickr is AMAZING
  24. 24. @dohertyjf They should be all over Pinterest. But they only have 14 images there. Missed opportunity.
  25. 25. @dohertyjf Startups Who Do It Right
  26. 26. @dohertyjfOyster.com – Doing It Right(ish)
  27. 27. @dohertyjfOyster’s Photo Fakeouts (293 Linking Root Domains)
  28. 28. @dohertyjf WePay.com
  29. 29. @dohertyjfWePay Does It Right
  30. 30. @dohertyjfWePay’s Publicity Stunt
  31. 31. @dohertyjf Don’t just think about content on your own site either. Here are two examples of startups whose founders have big followings.
  32. 32. @dohertyjfHubspot http://onstartups.com/
  33. 33. @dohertyjfBufferApp http://leostartsup.com/
  34. 34. @dohertyjf “But I’m Not Creative”
  35. 35. @dohertyjf
  36. 36. @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
  37. 37. @dohertyjfDifficult, Focused Work Pays Off
  38. 38. @dohertyjfStep 1: Don’t Talk About Yourself http://www.johnfdoherty.com/ brand-voice-marketing/
  39. 39. @dohertyjfStep 2: Audience http://www.seomoz.org/blog/keyword-level-demographics
  40. 40. @dohertyjfStep 3: Competitor Research [keyword phrase] + guide How to [keyword phrase] https://seogadget.co.uk/content- strategy-generator-tool-v2-update/
  41. 41. @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.
  42. 42. @dohertyjfStep 4: Prioritize and Resourcize Ahem: https://www.google.com/search?q=find+an+intern&pws=0
  43. 43. @dohertyjfOur Intern Did This
  44. 44. @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
  45. 45. @dohertyjfStep 5: Do The Hard Work Do The Big Work (Seth Godin)
  46. 46. @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
  47. 47. @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
  48. 48. Thank You Questions?JOHN DOHERTY Distilled NYC

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