ACT   Perfecting Pitches              Michael King      Director of Inbound Marketing                iAcquire            w...
….
….
….     @ipullrank
How is your so-….   called “content”     gonna make us         money?
….
….YOUR TEAM OR CLIENTSMAY DRIVE YOU TO DRINK
…OR SMOKE
…AND YOU MIGHT FALL  FLAT ON YOUR FACE
How can I getthem to buy this    contentmarketing stuff?
YOU NEED ACOMPELLINGDATA-DRIVENPITCH
SELL YOUR VISION…
….      BUT ALWAYS     BE READY TO        DO THIS …
…. …CONTENT IS THE GLUEOF INBOUND MARKETINGYOU MUST TAKE A STAND
ACTONERESEARCHDoing research that sticks
CONTENT MARKETING PROCESS @ipullrank   This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-p...
OPPORTUNITY DISCOVERY                                                                                      LAND OF OPPORTU...
BUSINESS GOALS ARE PARAMOUNT                        Understanding and integration of the business                        o...
MARKET RESEARCH      Every content creator and SEO should have at least a working knowledge of the space, the company and ...
PERSONAS  PERSONA A                              PERSONA B                                  PERSONA C                     ...
QUASI-AD HOC PERSONAS     I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to...
THE PROBLEM WITH AD HOC PERSONAS                    While this approach can be very effective               stakeholders m...
“A major virtue of personas is theestablishment of empathy and                      BUT ALWAYSunderstanding the individual...
iACQUIRE’S DATA DRIVEN PERSONAS    At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, laye...
INTRODUCING NIELSEN PRIZM            Nielsen’s PRIZM           segments all of the               US into 66             pr...
INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM         Understand Your Local Audience Now: http://www.claritas.com/MyBestSe...
EXPERIAN SIMMONS                                                                           AIO CLUSTERS                  M...
GOOGLE CONSUMER SURVEYS        Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home       ...
GOOGLE CONSUMER SURVEYS STEP BY STEP                   DEFINE THE                                                    SPECI...
COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES               DO YOUR           PERSONAS ALIGN             WITH DATA IN       ...
HERE’S A PERSONA WORKSHEET         Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-P...
CONSUMER DECISION JOURNEY          When planning out a content marketing campaign use the consumer decision journey to det...
MAPPING KEYWORD RESEARCH                     [flowers]     [when do roses bloom][what flowers for a first date]  [buying c...
TYING CONTENT MARKETING TO THE FUNNEL    Map the content type directly to the customer decision journey to determine where...
MEASUREMENT PLANNING          You will need determine realistic and specific KPIs with regard to where the content is in t...
BUT WHAT ARE OUR   ….COMPETITORS DOING?
FACEBOOK RECOMMENDATIONS PLUGIN DEMO          EXTEND THE BOX          TO 1000 PIXELS TO           VIEW 20 PIECES          ...
SOCIAL CRAWLYTICS                 SOCIAL              CRAWLYTICS            GIVES AWESOME              GRAPHS OF          ...
SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL                                              @ipullrank
DON’T GO SHOWING ALLTHAT DATA JUST YET!
ACTTWOGETTING BUY-INBuild a list of people that want thecontent
WHAT’S THE BIG IDEA?    The big idea should thematically govern the content strategy and keep content from being an “isola...
THE 7 STORY ARCHETYPES   Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story arche...
THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP    Content is not a one-way street, but a cyclical process between the client...
CALL YOUR SHOT    Using the following tactics find a group of people that will commit to engaging with this content and us...
INTRODUCING AUTHORA         Find authors and their content by topic and social metrics: http://www.authora.org            ...
USING AUTHORA                @ipullrank
GROUPHIGH IS A SIMILAR PRODUCT         GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh....
USE TOPSY TO FIND INTERESTED PARTIES          Use Topsy to find people who shared competitor content: http://www.topsy.com...
FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS         Use the features of your personas (instead of just target keywor...
SHARE RATE & SCRAPE RATE    Determine how far your content will go for a given author by computing the scrape rate and sha...
HERE’S AN AUDIENCE WORKSHEET              JUST A LITTLE             SOMETHING TO             HELP YOU KEEP            TRAC...
INTRODUCING THE BROKEN LINK INDEX         Find missing resources by keyword with many links and create better versions:   ...
USING THE BROKEN LINK INDEX         Use the Broken Link Index to prove that content you are looking to create has a built-...
CONTENT AS A MAXIMUM VIABLE PRODUCT         Pitch content that supports multiple KPIs and need states within the customer ...
YOU ARE NOW READY     FOR THE PITCH
ACTTHREEPUT IT ALL TOGETHER5 tips for highly-effective, actionableand data-driven content marketingpitches
THE FOCUS IS THE STORY         Tell a compelling story and answer a key issue using your data as a to drive it home       ...
TIE EVERYTHING DIRECTLY TO ROI          Everything you suggest should be directly explained in context of the ROI         ...
TAILOR IT DIRECTLY TO THE STAKEHOLDERS         Everything you show should address the concerns of the stakeholders; antici...
IT BETTER BE BEAUTIFUL          Invest the time to make your pitch look beautiful and professional                        ...
SPEAK THEIR LANGUAGE         Speak in terms the stakeholders understand for example “share of voice” rather than number of...
ACTFOURVALIDATEValidate what you’ve done throughmeasurement
WTF IS SHARE OF VOICE?   Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible posi...
KEYWORD-LEVEL DEMOGRAPHICS              To date this is the most powerful thing I’ve contributed to the SEO community. Use...
KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES                       Incentivize the Opt-In                                   J...
MAP SITE PROFILES TO CONVERSIONS         Does your site require some sort of profile? Tie the fields of that profile to me...
USERREPORT.COM        Survey your users for free and get their demographic data into GA: http://www.userreports.com       ...
CHANGING KEYWORD DEMOGRAPHICS AS A KPI         The goal of your campaign can be to change the type of people searching for...
ACTFIVEOVERCOMING FAILUREContent pitches that failed and how toovercome them
FAIL #1: WEAK PRESENTATION       A marketer presents the creation of infographics via email and phone, but doesn’t succeed...
RESOLUTION #1: PRESENT A DECK IN-PERSON          Your presentation should not be an email or a phone call, it should be an...
FAIL #2: LEAVING OUT KEY STAKEHOLDERS    A marketer sells in an idea neglecting to invite key stakeholders only to have th...
RESOLUTION #2: INVITE THEM ALL       Get all of the key stakeholders on board so you don’t have to repeat steps or risk th...
FAIL #3: NOT SHOWING THE VALUE       A marketer explains the content strategy using the wrong KPIs and the stakeholders re...
RESOLUTION #3: BETTER MEASUREMENT PLANNING              Build your measurement around the business objectives and things t...
FAIL #4: RELYING ON TOO MUCH DATA              A marketer relies heavily on data to make her case and lambasts the regarde...
RESOLUTION #4: LET THE STORY DO THE WORK              Don’t use numbers as a weapon to insult your stakeholders, tell a co...
ACTSIXTHE PITCHJamie, Adam, Rand, I’ve gotan idea for you
THE USER’S DILEMMA    There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that us...
THE PROCRASTINATOR’S RESOLUTION              In the absence of certain real-time solutions from Moz the procrastinator tur...
MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS @ipullrank
RAND, YOU SAID IT YOURSELF @ipullrank
MOZ’S PROBLEM                MozScape API                                           Open Apps                Domain Author...
MOZ’S KEYWORD DIFFICULTY         Moz has the opportunity to continue to lead the pack by improving the keyword difficulty ...
THE PEOPLE WANT A KEYWORD DIFFICULTY API    The people have wanted a keyword difficulty API for years, but I understand th...
YOU GUYS KNOW IT’S AWESOME              The secret is that it’s underrated because you can only do 5 keywords at a time! @...
USERS EXPECT MORE OF MOZ NOW              With the new funding, users expect Moz to be able to work magic. @ipullrank
ADD KEYWORD DIFFICULTY TO THE MOZBAR              Add batch keyword difficulty to the Mozbar so that any Google scraping i...
MEASUREMENT PLAN                                                                                                    ACCOUN...
RECAP                                    APPEALED TO                TOLD A STORY                                    COMPET...
ACTSEVENONE MORE THING
THANK YOU              Direct Contributors   People Who Helped Me Get Here              Brittan Bright        SEOmoz      ...
ACT              Michael King      Director of Inbound Marketing                iAcquire            www.iacquire.com      ...
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Perfecting Pitches (MozCon)

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  • Next part we go into this: http://www.youtube.com/watch?v=5y4b-DEkIps&feature=player_detailpage#t=41s
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  • Transcript of "Perfecting Pitches (MozCon)"

    1. 1. ACT Perfecting Pitches Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank
    2. 2. ….
    3. 3. ….
    4. 4. …. @ipullrank
    5. 5. How is your so-…. called “content” gonna make us money?
    6. 6. ….
    7. 7. ….YOUR TEAM OR CLIENTSMAY DRIVE YOU TO DRINK
    8. 8. …OR SMOKE
    9. 9. …AND YOU MIGHT FALL FLAT ON YOUR FACE
    10. 10. How can I getthem to buy this contentmarketing stuff?
    11. 11. YOU NEED ACOMPELLINGDATA-DRIVENPITCH
    12. 12. SELL YOUR VISION…
    13. 13. …. BUT ALWAYS BE READY TO DO THIS …
    14. 14. …. …CONTENT IS THE GLUEOF INBOUND MARKETINGYOU MUST TAKE A STAND
    15. 15. ACTONERESEARCHDoing research that sticks
    16. 16. CONTENT MARKETING PROCESS @ipullrank This closely mirrors the “New SEO Process” http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
    17. 17. OPPORTUNITY DISCOVERY LAND OF OPPORTUNITY Opportunity Discovery is the process of understanding the client’s space in context of the business goals to tailor the content strategy directly to what they need to accomplish. @ipullrank
    18. 18. BUSINESS GOALS ARE PARAMOUNT Understanding and integration of the business objectives throughout the entire process is incredibly important to obtaining buy-in and measuring success. If you’re not speaking in terms of conversion, you will not be speaking much longer. @ipullrank
    19. 19. MARKET RESEARCH Every content creator and SEO should have at least a working knowledge of the space, the company and the audience. At iAcquire we’ve invested heavily in the market research capability and we create client one sheets and influencer reports with objectives, personas, customer insights, market insights, hot topics, key influencers and resources @ipullrank
    20. 20. PERSONAS PERSONA A PERSONA B PERSONA C PERSONA DDEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS DEMOGRAPHICS LIFESTYLES LIFESTYLES LIFESTYLES LIFESTYLES USER STORY USER STORY USER STORY USER STORY USER NEEDS USER NEEDS USER NEEDS USER NEEDS Develop four hypothetical representations of people that exist within the online conversation as related to business goals, give them stories and attributes to which content will be created. The key is to keep it as relevant and actionable to the content you will be creating as possible @ipullrank
    21. 21. QUASI-AD HOC PERSONAS I outlined a process in my “Understanding Your Audience Using Social Media” Mozinar about how to use Keyword Research, Social Media and Discussion Search to develop ad hoc personas. http://www.seomoz.org/webinars/understanding-your-audience-using-social- media @ipullrank
    22. 22. THE PROBLEM WITH AD HOC PERSONAS While this approach can be very effective stakeholders may potentially challenge it because it’s not empirical. However neither is the old method of handing out post-its to stakeholders @ipullrank
    23. 23. “A major virtue of personas is theestablishment of empathy and BUT ALWAYSunderstanding the individual who usesthe product” BE READY TO -Donald A. Norman, Nielsen Norman Group DO THIS …
    24. 24. iACQUIRE’S DATA DRIVEN PERSONAS At iAcquire we have a data-driven approach starting from Nielsen’s PRIZM segments, layering data from Experian Simmons and finally using Social Inventories from Facebook, LinkedIn, YouTube and DoubleClick to develop empirical and social media-relevant personas. @ipullrank
    25. 25. INTRODUCING NIELSEN PRIZM Nielsen’s PRIZM segments all of the US into 66 predetermined types or “codes” Download this PDF: http://ocair.org/files/KnowledgeBase/HowTo/PRIZM_Code.pdf @ipullrank
    26. 26. INSTANT PERSONAS FOR LOCAL SEARCH USING PRIZM Understand Your Local Audience Now: http://www.claritas.com/MyBestSegments/Default.jsp?ID=20 @ipullrank
    27. 27. EXPERIAN SIMMONS AIO CLUSTERS MOSAIC TYPE MOSAIC TYPE BY BY URL ONLINE ACTIVITY Simmons Mosaic Types: http://www.tetrad.com/pub/documents/agsmosaiclist.pdf @ipullrank
    28. 28. GOOGLE CONSUMER SURVEYS Get very targeted Consumer Data: http://www.google.com/insights/consumersurveys/home @ipullrank
    29. 29. GOOGLE CONSUMER SURVEYS STEP BY STEP DEFINE THE SPECIFY SURVEY TYPE AUDIENCE WRITE QUESTIONS GET DATA Example from Matt Cutts: https://plus.google.com/109412257237874861202/posts/WDzRVDqbevn @ipullrank
    30. 30. COMPARE PERSONAS IN SEARCH WITH YAHOO CLUES DO YOUR PERSONAS ALIGN WITH DATA IN YAHOO CLUES? Leverage Yahoo’s Keyword Demographics: http://clues.yahoo.com @ipullrank
    31. 31. HERE’S A PERSONA WORKSHEET Download the Persona Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Persona-Worksheet.xlsx @ipullrank
    32. 32. CONSUMER DECISION JOURNEY When planning out a content marketing campaign use the consumer decision journey to determine what need state your content will specifically speak to. @ipullrank
    33. 33. MAPPING KEYWORD RESEARCH [flowers] [when do roses bloom][what flowers for a first date] [buying chrysanthemums] [flower a month club] As usual finding the right keywords is important. Mapping them to content, need states and KPIs is paramount to proving the success of a campaign @ipullrank
    34. 34. TYING CONTENT MARKETING TO THE FUNNEL Map the content type directly to the customer decision journey to determine where in the funnel that this content will reach the user @ipullrank
    35. 35. MEASUREMENT PLANNING You will need determine realistic and specific KPIs with regard to where the content is in the funnel and develop reporting that speaks to directly to that value. @ipullrank
    36. 36. BUT WHAT ARE OUR ….COMPETITORS DOING?
    37. 37. FACEBOOK RECOMMENDATIONS PLUGIN DEMO EXTEND THE BOX TO 1000 PIXELS TO VIEW 20 PIECES OF POPULAR CONTENT Get a snapshot of a site’s popular content: @ipullrank http://developers.facebook.com/docs/reference/plugins/recommendations/
    38. 38. SOCIAL CRAWLYTICS SOCIAL CRAWLYTICS GIVES AWESOME GRAPHS OF SHARES BY NETWORK Use Social Crawlytics to find out what the best performing content for competitors @ipullrank http://www.socialcrawlytics.com
    39. 39. SOCIAL CRAWLYTICS GIVES SHARE COUNTS BY URL @ipullrank
    40. 40. DON’T GO SHOWING ALLTHAT DATA JUST YET!
    41. 41. ACTTWOGETTING BUY-INBuild a list of people that want thecontent
    42. 42. WHAT’S THE BIG IDEA? The big idea should thematically govern the content strategy and keep content from being an “isolated incident” by tying everything to an initiative that fits into the overarching marketing mix and gives creative life @ipullrank
    43. 43. THE 7 STORY ARCHETYPES Content Marketing is about turning the brand into a storyteller. Tap into the Jungian story archetypes and align them with the business to build an effective story. More on story archetypes: http://socialmediatoday.com/tommyismyname/383348/7- story-archetypes-and-how-they-can-dramatically-improve-your-marketing @ipullrank
    44. 44. THE CLIENT-STRATEGIST-AUDIENCE FEEDBACK LOOP Content is not a one-way street, but a cyclical process between the client’s goals, the strategist’s ideas and the influencer’s needs. Take your content to the audience before you ever write a word or place a pixel and get their feedback and buy-in. @ipullrank
    45. 45. CALL YOUR SHOT Using the following tactics find a group of people that will commit to engaging with this content and use that as evidence that the content will appeal to the brand’s audience and drive KPIs @ipullrank
    46. 46. INTRODUCING AUTHORA Find authors and their content by topic and social metrics: http://www.authora.org @ipullrank
    47. 47. USING AUTHORA @ipullrank
    48. 48. GROUPHIGH IS A SIMILAR PRODUCT GroupHigh has a bit of a headstart on Authora, but it’s paid: http://www.grouphigh.com @ipullrank
    49. 49. USE TOPSY TO FIND INTERESTED PARTIES Use Topsy to find people who shared competitor content: http://www.topsy.com @ipullrank
    50. 50. FOLLOWERWONK, ABOUT.ME, ZERP.LY, FINDPEOPLEONPLUS Use the features of your personas (instead of just target keywords) to find people using: @ipullrank http://www.followerwonk.com , http://about.me, http://zerply.com and http://findpeopleonplus.com
    51. 51. SHARE RATE & SCRAPE RATE Determine how far your content will go for a given author by computing the scrape rate and share rate. http://ipullrank.com/scrape-rate- and-shareability-rate/ (original Scrape Rate concept by @pointblankseo) @ipullrank
    52. 52. HERE’S AN AUDIENCE WORKSHEET JUST A LITTLE SOMETHING TO HELP YOU KEEP TRACK OF ALL OF THOSE PEOPLE Download the Audience Worksheet: http://www.iacquire.com/resources/worksheets/iAcquire-Audience-Worksheet.xlsx @ipullrank
    53. 53. INTRODUCING THE BROKEN LINK INDEX Find missing resources by keyword with many links and create better versions: @ipullrank http://www.brokenlinkindex.com
    54. 54. USING THE BROKEN LINK INDEX Use the Broken Link Index to prove that content you are looking to create has a built-in audience that @ipullrank will allow you to hit your inbound link KPI.
    55. 55. CONTENT AS A MAXIMUM VIABLE PRODUCT Pitch content that supports multiple KPIs and need states within the customer journey as well as keeps @ipullrank the barrier to entry high for the competitors.
    56. 56. YOU ARE NOW READY FOR THE PITCH
    57. 57. ACTTHREEPUT IT ALL TOGETHER5 tips for highly-effective, actionableand data-driven content marketingpitches
    58. 58. THE FOCUS IS THE STORY Tell a compelling story and answer a key issue using your data as a to drive it home @ipullrank
    59. 59. TIE EVERYTHING DIRECTLY TO ROI Everything you suggest should be directly explained in context of the ROI @ipullrank
    60. 60. TAILOR IT DIRECTLY TO THE STAKEHOLDERS Everything you show should address the concerns of the stakeholders; anticipate their questions @ipullrank
    61. 61. IT BETTER BE BEAUTIFUL Invest the time to make your pitch look beautiful and professional @ipullrank
    62. 62. SPEAK THEIR LANGUAGE Speak in terms the stakeholders understand for example “share of voice” rather than number of rankings @ipullrank
    63. 63. ACTFOURVALIDATEValidate what you’ve done throughmeasurement
    64. 64. WTF IS SHARE OF VOICE? Share of Voice (SoV) is a traditional advertising term defined as the percentage of possible positions in a channel occupied. As it pertains to the SEO it is the percentage available search volume captured. Use it when explaining the opportunity to non-SEOs. @ipullrank
    65. 65. KEYWORD-LEVEL DEMOGRAPHICS To date this is the most powerful thing I’ve contributed to the SEO community. Use it! http://www.seomoz.org/blog/keyword-level-demographics @ipullrank
    66. 66. KEYWORD-LEVEL DEMOGRAPHICS BEST PRACTICES Incentivize the Opt-In Just track the persona (Communities or Coupons) Use the appID Cross Property Cookie and Remarket I have a half-finished Wordpress plugin. If you’d find that useful tweet at me and let me know. @ipullrank
    67. 67. MAP SITE PROFILES TO CONVERSIONS Does your site require some sort of profile? Tie the fields of that profile to measurement. @ipullrank
    68. 68. USERREPORT.COM Survey your users for free and get their demographic data into GA: http://www.userreports.com @ipullrank
    69. 69. CHANGING KEYWORD DEMOGRAPHICS AS A KPI The goal of your campaign can be to change the type of people searching for a given keyword @ipullrank
    70. 70. ACTFIVEOVERCOMING FAILUREContent pitches that failed and how toovercome them
    71. 71. FAIL #1: WEAK PRESENTATION A marketer presents the creation of infographics via email and phone, but doesn’t succeed and ultimately the client sees them as “complicated” or “expensive” measures. @ipullrank
    72. 72. RESOLUTION #1: PRESENT A DECK IN-PERSON Your presentation should not be an email or a phone call, it should be an in-person presentation with all the stakeholders. @ipullrank
    73. 73. FAIL #2: LEAVING OUT KEY STAKEHOLDERS A marketer sells in an idea neglecting to invite key stakeholders only to have that content strategy fall apart once the miss stakeholders review it. @ipullrank
    74. 74. RESOLUTION #2: INVITE THEM ALL Get all of the key stakeholders on board so you don’t have to repeat steps or risk the engagement falling apart after you believe you’re good to go. @ipullrank
    75. 75. FAIL #3: NOT SHOWING THE VALUE A marketer explains the content strategy using the wrong KPIs and the stakeholders respond that content is “nice to have” not as beneficial as “bombarding people with 100k email communications.” @ipullrank
    76. 76. RESOLUTION #3: BETTER MEASUREMENT PLANNING Build your measurement around the business objectives and things that actually show the positive affects of revenue. @ipullrank
    77. 77. FAIL #4: RELYING ON TOO MUCH DATA A marketer relies heavily on data to make her case and lambasts the regarded accomplishments of the key stakeholders. @ipullrank
    78. 78. RESOLUTION #4: LET THE STORY DO THE WORK Don’t use numbers as a weapon to insult your stakeholders, tell a compelling story using the data as an aside that drive the points of ineffectiveness. @ipullrank
    79. 79. ACTSIXTHE PITCHJamie, Adam, Rand, I’ve gotan idea for you
    80. 80. THE USER’S DILEMMA There is an underserved user out there – the procrastinator. Some key moz’s solutions expect that users have the time to plan ahead, but inbound marketers need data now! @ipullrank
    81. 81. THE PROCRASTINATOR’S RESOLUTION In the absence of certain real-time solutions from Moz the procrastinator turn to other sources. @ipullrank
    82. 82. MOZ’S AUDIENCE IS FULL OF PROCRASTINATORS @ipullrank
    83. 83. RAND, YOU SAID IT YOURSELF @ipullrank
    84. 84. MOZ’S PROBLEM MozScape API Open Apps Domain Authority Trust Flow Page Authority Citation Flow Keyword Difficulty Search Flow Majestic is rapidly chipping away at Moz’s advantages and solving the procrastinator’s dilemma. Their new Search Flow tool allows users to see a keyword difficulty score for 150 keywords at once. @ipullrank
    85. 85. MOZ’S KEYWORD DIFFICULTY Moz has the opportunity to continue to lead the pack by improving the keyword difficulty tool. @ipullrank
    86. 86. THE PEOPLE WANT A KEYWORD DIFFICULTY API The people have wanted a keyword difficulty API for years, but I understand that scraping Google on-demand at that scale is completely unreasonable. @ipullrank
    87. 87. YOU GUYS KNOW IT’S AWESOME The secret is that it’s underrated because you can only do 5 keywords at a time! @ipullrank
    88. 88. USERS EXPECT MORE OF MOZ NOW With the new funding, users expect Moz to be able to work magic. @ipullrank
    89. 89. ADD KEYWORD DIFFICULTY TO THE MOZBAR Add batch keyword difficulty to the Mozbar so that any Google scraping is done on the client side. @ipullrank
    90. 90. MEASUREMENT PLAN ACCOUNT USER CHURN UPGRADES MOZBOARD DOWNLOADS LINKS SOCIAL SHARES Make it PRO only feature and measure the effect it has on user churn, account upgrades, mozbar @ipullrank downloads and links and social shares of the Mozbar download page in context of the user profile
    91. 91. RECAP APPEALED TO TOLD A STORY COMPETITIVE SPIRIT IDENTIFIED TIED TO THE NEED REVENUE You see what I did there? @ipullrank
    92. 92. ACTSEVENONE MORE THING
    93. 93. THANK YOU Direct Contributors People Who Helped Me Get Here Brittan Bright SEOmoz Kyle Bastian Rand Fishkin Distilled Robb Dorr Tom Critchlow Josh Giardino John Doherty Jeff Nappi SEER Interactive iAcquire Wil Reynolds Chris Le Rhea Drysdale Outspoken Media SMX THE MOZ COMMUNITY @ipullrank
    94. 94. ACT Michael King Director of Inbound Marketing iAcquire www.iacquire.com @ipullrank
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