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The Season of our Discontent Marketing

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  • 1. Michael KingDirector of Inbound Marketing @iPullRank
  • 2. @iPullRank
  • 3. Then I found this quote. It matched my feeling and almost my typography…iacquire.com @iPullRank
  • 4. This talk isn’t about google…iacquire.com @iPullRank
  • 5. THIS TALK ISABOUT PEOPLE.The people that are consuming the “content” that we are pumping out on a daily basis.The people being inundated with guest post requests. The people of the web @iPullRank
  • 6. CONTENT MARKETING IS THETROJAN HORSE OF MARKETINGDate @iPullRank
  • 7. BUT IN SEO,CONTENTMARKETING ISJUST A EUPHEMISMFOR LINK BUILDING @iPullRank
  • 8. YOU USED TOBUILD LINKS… iacquire.com @iPullRank
  • 9. now you do “content marketing”iacquire.com @iPullRank
  • 10. YET THE SEOINDUSTRYSHOWCASESTHE WORKOF ADAGENCIES… iacquire.com @iPullRank
  • 11. Dollar shave club. BBH showcased this at Cannes.iacquire.com @iPullRank
  • 12. Coca cola 2020. Good grief, It’s Coca Colaiacquire.com @iPullRank
  • 13. Old spice. Wieden+Kennedy did this.iacquire.com @iPullRank
  • 14. BUT SEO GOES AND DOES MORE OF THIS…iacquire.com @iPullRank
  • 15. SEO IS ACTUALLY VERY CAPABLE OFCOOL STUFFDate @iPullRank
  • 16. Interactive white papers @copypress on Check out this awesome Interactive Data Viz from the State of Content Marketing 2013 - http://iacq.co/Yg6LNu tp://iacq.co/Yg6LNuiacquire.com @iPullRank
  • 17. Interactive data vizteam made this awesome @krisroadruck and the SearchFanatics horizontal scrolling data visualization for Trucker Classifieds - http://iacq.co/XtpT7Giacquire.com @iPullRank
  • 18. USER-GENERATEDCONTENT@devin_concannon at free peoplebuilt a way to turn selfies intomarketing collateral witholapic.com - http://iacq.co/WXIN8o iacquire.com @iPullRank
  • 19. Htcpanel with @HamidSaifyin colorhec/o anthat they On a phones are from Deutsch discussed seo used insights from Search to convince HTC to offer HTC phones in colors other than black, white and silver.iacquire.com @iPullRank
  • 20. BUT CONTENT MARKETING ISA LONG TERM PLAY iacquire.com @iPullRank
  • 21. But if we keep making mediocre content we will never get thereiacquire.com @iPullRank
  • 22. Because people will treat content likethey treat commercials.iacquire.com @iPullRank
  • 23. OH, RIGHT… “SCALE.” iacquire.com @iPullRank
  • 24. LET’S TALK ABOUT GUEST POSTING.Date @iPullRank
  • 25. GUEST POSTING CAN MAKEYOU A TON OF MONEY iacquire.com @iPullRank
  • 26. Here’s an examplegap around how to keep your social I realized there was a knowledge shares after a 301. I wrote a post on SEW, someone saw it and it ultimately generated $240K of new business for us.iacquire.com @iPullRank
  • 27. SOMEHOWGUESTPOSTING ISALIVE ANDWELL… iacquire.com @iPullRank
  • 28. Guest posting =diminishing returns If you’re using guest posting as your main link building tactic, then it will continue to show diminishing returns. Limit your guest posting to your best content that fulfills a need and satisfies an audience.iacquire.com @iPullRank
  • 29. BECAUSE THEWEB IS ONTO US!We can’t keep doing this, people knowwhat’s going on and hate it! iacquire.com @iPullRank
  • 30. AND WHILE THAT SHOWSSOLID DELIVERY FOR LINKS… iacquire.com @iPullRank
  • 31. Youare the budgets of respondents inparty study. Most These are late to the the Copypress people are spending the same on content marketing in 2013, some are increasing their budget and most people want to guest post…iacquire.com @iPullRank
  • 32. DIVERSIFY YOUR LINKBUILDING TACTICS! iacquire.com @iPullRank
  • 33. LET’S TALK ABOUT INFOGRAPHICSDate @iPullRank
  • 34. WE’RE DOING AN INFOGRAPHIC STUDY We’re looking at hundreds of infographics from 2012. as many as we can get our hands on and measuring the links built, social shares and a variety of other features to determine what makes an infographic perform well.iacquire.com @iPullRank
  • 35. BAD OR POOR INFOGRAPHICS GOT 3X LINKS Based on our 1-5 rating scale the infographics with that rated a 1 or 2 (bad or poor) garnered 3 times more links than infographics that scored a 4 or 5.iacquire.com @iPullRank
  • 36. INFOGRAPHICSARE NOT ASILVERBULLETThat leads me to believe Seocompanies are largely behind theunnatural spread of infographics iacquire.com @iPullRank
  • 37. YOUR CONTENT MARKETING NEEDS TO BE BIGGER THAN GUEST POSTS AND INFOGRAPHICS.iacquire.com @iPullRank
  • 38. YOUR CONTENT MARKETING must BE ABOUT STORIES AND EXPERIENCES.iacquire.com @iPullRank
  • 39. 13 THINGS YOUSHOULD DOThese are the tactics behind a context marketing strategy @iPullRank
  • 40. 1. Start from content strategy Content marketing does not inherently include content strategy, but yours should.iacquire.com @iPullRank
  • 41. 2. Tell a compelling story and make itan unforgettable experienceiacquire.com @iPullRank
  • 42. 3. Make quality a primary kpi.iacquire.com @iPullRank
  • 43. 4. Ask yourself “will anybody care?” Figure out who those people are and then put your content in front of them.iacquire.com @iPullRank
  • 44. 5. Get an awesome developer. This is @iamchrisle. He is an awesome developer. Get you Chris just released a ton of one. tools for google docs. Get those too: http://iacq.co/15AP6Ueiacquire.com @iPullRank
  • 45. 6. Use Data viz libraries http://selection.datavisualiz ation.ch/iacquire.com @iPullRank
  • 46. 7. Invest in quality researchiacquire.com @iPullRank
  • 47. 8. Invest in stellar creative. MEDIOCRITY has diminishing returns and ultimately does not scale.iacquire.com @iPullRank
  • 48. 9. Focus on the roi See my mozcon Deck: http://iacq.co/YHXlZaiacquire.com @iPullRank
  • 49. BLOGS TWEETS VIDEO ADS UGC PLUGINS COMICS COMMENTS PRODUCTS UI ELEMENTS INFOGRAPHICS PHOTOS 10. Diversify content types SERVICES ANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTSiacquire.com PLATFORMS @iPullRank
  • 50. 11. Developwhat rel-author is and that Google is looking to People don’t know your authors rank content based on the people connected to it. Be ahead of that curve.iacquire.com @iPullRank
  • 51. 12. guest post by audience not pagerank.Use socialcrawlytics.com tosee if people are sharing andtopsy to find out who they areiacquire.com @iPullRank
  • 52. 13. kickstart distribution w/ paid media Place content in front of the right audiences with contextual ads http://iacq.co/12Vwzm2iacquire.com @iPullRank
  • 53. 11. Leverage social metadata Metadata is about havingcontent make the best first impression. http://iacq.co/Wf38UKiacquire.com @iPullRank
  • 54. 13. MAKE CONTENT YOU’RENOT AFRAID TO SHARE. iacquire.com @iPullRank
  • 55. Let us Help you With Thatiacquire.com @iPullRank
  • 56. then the web will be a better placeiacquire.com @iPullRank
  • 57. wwww.iacquire.comThank youMichael KingDirector of Inbound Marketing@iPullRank