Michael KingDirector of Inbound Marketing   @iPullRank
@iPullRank
Then I found this quote.               It matched my feeling and almost my typography…iacquire.com                        ...
This talk isn’t about google…iacquire.com                    @iPullRank
THIS TALK ISABOUT PEOPLE.The people that are consuming the “content” that we are pumping out on a daily basis.The people b...
CONTENT MARKETING IS THETROJAN HORSE OF MARKETINGDate                        @iPullRank
BUT IN SEO,CONTENTMARKETING ISJUST A EUPHEMISMFOR LINK BUILDING                    @iPullRank
YOU USED TOBUILD LINKS…   iacquire.com   @iPullRank
now you do “content marketing”iacquire.com                                    @iPullRank
YET THE SEOINDUSTRYSHOWCASESTHE WORKOF ADAGENCIES…  iacquire.com   @iPullRank
Dollar shave club.               BBH showcased this at Cannes.iacquire.com                                   @iPullRank
Coca cola 2020.               Good grief, It’s Coca Colaiacquire.com                                @iPullRank
Old spice.               Wieden+Kennedy did this.iacquire.com                              @iPullRank
BUT SEO GOES               AND DOES MORE               OF THIS…iacquire.com   @iPullRank
SEO IS ACTUALLY VERY CAPABLE OFCOOL STUFFDate                          @iPullRank
Interactive white papers @copypress on               Check out this awesome Interactive Data Viz from               the St...
Interactive data vizteam made this awesome               @krisroadruck and the SearchFanatics               horizontal scr...
USER-GENERATEDCONTENT@devin_concannon at free peoplebuilt a way to turn selfies intomarketing collateral witholapic.com - ...
Htcpanel with @HamidSaifyin colorhec/o anthat they               On a                    phones are from Deutsch discussed...
BUT CONTENT MARKETING ISA LONG TERM PLAY iacquire.com         @iPullRank
But if we keep making mediocre content we  will never get thereiacquire.com                          @iPullRank
Because people will treat content likethey treat commercials.iacquire.com                             @iPullRank
OH, RIGHT…                “SCALE.” iacquire.com         @iPullRank
LET’S TALK ABOUT GUEST POSTING.Date                        @iPullRank
GUEST POSTING CAN MAKEYOU A TON OF MONEY iacquire.com            @iPullRank
Here’s an examplegap around how to keep your social               I realized there was a knowledge               shares af...
SOMEHOWGUESTPOSTING ISALIVE ANDWELL…   iacquire.com   @iPullRank
Guest posting =diminishing returns               If you’re using guest posting as your main link building tactic, then it ...
BECAUSE THEWEB IS ONTO US!We can’t keep doing this, people knowwhat’s going on and hate it!        iacquire.com           ...
AND WHILE THAT SHOWSSOLID DELIVERY FOR LINKS… iacquire.com          @iPullRank
Youare the budgets of respondents inparty study. Most               These                     are late to the the Copypres...
DIVERSIFY YOUR LINKBUILDING TACTICS! iacquire.com         @iPullRank
LET’S TALK ABOUT INFOGRAPHICSDate                        @iPullRank
WE’RE DOING AN               INFOGRAPHIC               STUDY               We’re looking at hundreds of infographics from ...
BAD OR POOR               INFOGRAPHICS               GOT 3X LINKS               Based on our 1-5 rating scale the infograp...
INFOGRAPHICSARE NOT ASILVERBULLETThat leads me to believe Seocompanies are largely behind theunnatural spread of infograph...
YOUR CONTENT MARKETING NEEDS TO BE BIGGER THAN GUEST POSTS AND INFOGRAPHICS.iacquire.com                @iPullRank
YOUR CONTENT MARKETING must BE ABOUT STORIES AND EXPERIENCES.iacquire.com               @iPullRank
13 THINGS YOUSHOULD DOThese are the tactics behind a context marketing strategy                                           ...
1. Start from content strategy                            Content marketing does not                             inherentl...
2. Tell a compelling story and make itan unforgettable experienceiacquire.com                             @iPullRank
3. Make quality a primary kpi.iacquire.com                     @iPullRank
4. Ask yourself “will anybody care?”                 Figure out who those people                    are and then put your ...
5. Get an awesome developer.    This is @iamchrisle. He is an    awesome developer. Get you        Chris just released a t...
6. Use Data viz libraries http://selection.datavisualiz           ation.ch/iacquire.com                     @iPullRank
7. Invest in quality researchiacquire.com                    @iPullRank
8. Invest in stellar creative.  MEDIOCRITY has diminishing returns and ultimately does          not scale.iacquire.com    ...
9. Focus on the roi                       See my mozcon Deck:                      http://iacq.co/YHXlZaiacquire.com      ...
BLOGS                                    TWEETS                 VIDEO                            ADS                      ...
11. Developwhat rel-author is and that Google is looking to               People don’t know                               ...
12. guest post by audience not pagerank.Use socialcrawlytics.com tosee if people are sharing andtopsy to find out who they...
13. kickstart distribution w/ paid media    Place content in front of    the right audiences with         contextual ads  ...
11. Leverage social metadata  Metadata is about havingcontent make the best first         impression.   http://iacq.co/Wf3...
13. MAKE CONTENT YOU’RENOT AFRAID TO SHARE. iacquire.com             @iPullRank
Let us         Help you        With Thatiacquire.com        @iPullRank
then the               web will               be a better               placeiacquire.com           @iPullRank
wwww.iacquire.comThank youMichael KingDirector of Inbound Marketing@iPullRank
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The Season of our Discontent Marketing

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The Season of our Discontent Marketing

  1. 1. Michael KingDirector of Inbound Marketing @iPullRank
  2. 2. @iPullRank
  3. 3. Then I found this quote. It matched my feeling and almost my typography…iacquire.com @iPullRank
  4. 4. This talk isn’t about google…iacquire.com @iPullRank
  5. 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. 6. CONTENT MARKETING IS THETROJAN HORSE OF MARKETINGDate @iPullRank
  7. 7. BUT IN SEO,CONTENTMARKETING ISJUST A EUPHEMISMFOR LINK BUILDING @iPullRank
  8. 8. YOU USED TOBUILD LINKS… iacquire.com @iPullRank
  9. 9. now you do “content marketing”iacquire.com @iPullRank
  10. 10. YET THE SEOINDUSTRYSHOWCASESTHE WORKOF ADAGENCIES… iacquire.com @iPullRank
  11. 11. Dollar shave club. BBH showcased this at Cannes.iacquire.com @iPullRank
  12. 12. Coca cola 2020. Good grief, It’s Coca Colaiacquire.com @iPullRank
  13. 13. Old spice. Wieden+Kennedy did this.iacquire.com @iPullRank
  14. 14. BUT SEO GOES AND DOES MORE OF THIS…iacquire.com @iPullRank
  15. 15. SEO IS ACTUALLY VERY CAPABLE OFCOOL STUFFDate @iPullRank
  16. 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. 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. 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. 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. 20. BUT CONTENT MARKETING ISA LONG TERM PLAY iacquire.com @iPullRank
  21. 21. But if we keep making mediocre content we will never get thereiacquire.com @iPullRank
  22. 22. Because people will treat content likethey treat commercials.iacquire.com @iPullRank
  23. 23. OH, RIGHT… “SCALE.” iacquire.com @iPullRank
  24. 24. LET’S TALK ABOUT GUEST POSTING.Date @iPullRank
  25. 25. GUEST POSTING CAN MAKEYOU A TON OF MONEY iacquire.com @iPullRank
  26. 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. 27. SOMEHOWGUESTPOSTING ISALIVE ANDWELL… iacquire.com @iPullRank
  28. 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. 29. BECAUSE THEWEB IS ONTO US!We can’t keep doing this, people knowwhat’s going on and hate it! iacquire.com @iPullRank
  30. 30. AND WHILE THAT SHOWSSOLID DELIVERY FOR LINKS… iacquire.com @iPullRank
  31. 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. 32. DIVERSIFY YOUR LINKBUILDING TACTICS! iacquire.com @iPullRank
  33. 33. LET’S TALK ABOUT INFOGRAPHICSDate @iPullRank
  34. 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. 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. 36. INFOGRAPHICSARE NOT ASILVERBULLETThat leads me to believe Seocompanies are largely behind theunnatural spread of infographics iacquire.com @iPullRank
  37. 37. YOUR CONTENT MARKETING NEEDS TO BE BIGGER THAN GUEST POSTS AND INFOGRAPHICS.iacquire.com @iPullRank
  38. 38. YOUR CONTENT MARKETING must BE ABOUT STORIES AND EXPERIENCES.iacquire.com @iPullRank
  39. 39. 13 THINGS YOUSHOULD DOThese are the tactics behind a context marketing strategy @iPullRank
  40. 40. 1. Start from content strategy Content marketing does not inherently include content strategy, but yours should.iacquire.com @iPullRank
  41. 41. 2. Tell a compelling story and make itan unforgettable experienceiacquire.com @iPullRank
  42. 42. 3. Make quality a primary kpi.iacquire.com @iPullRank
  43. 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. 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. 45. 6. Use Data viz libraries http://selection.datavisualiz ation.ch/iacquire.com @iPullRank
  46. 46. 7. Invest in quality researchiacquire.com @iPullRank
  47. 47. 8. Invest in stellar creative. MEDIOCRITY has diminishing returns and ultimately does not scale.iacquire.com @iPullRank
  48. 48. 9. Focus on the roi See my mozcon Deck: http://iacq.co/YHXlZaiacquire.com @iPullRank
  49. 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. 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. 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. 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. 53. 11. Leverage social metadata Metadata is about havingcontent make the best first impression. http://iacq.co/Wf38UKiacquire.com @iPullRank
  54. 54. 13. MAKE CONTENT YOU’RENOT AFRAID TO SHARE. iacquire.com @iPullRank
  55. 55. Let us Help you With Thatiacquire.com @iPullRank
  56. 56. then the web will be a better placeiacquire.com @iPullRank
  57. 57. wwww.iacquire.comThank youMichael KingDirector of Inbound Marketing@iPullRank
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