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Storytelling Is The New SEO      Martin W. Smith        @ScentTrailSEO Meetup Raleigh, March 26
Google’s Algorithm Changes• Panda’s Implications      – Heuristics Matter            •   Time On Site.            •   Page...
Google’s Secret Implications    • Panda & Penguin      Secrets            – Content is KING.            – Engagement.     ...
Content Marketing Matrix                                   Conversion                    Low                   HIGH       ...
High Engagement Content• High Engagement, Conversion NOW  Content Examples:   – Video.   – Reviews.                       ...
3/23/2013   Storytelling Is Content Marketing   7
Hero’s Journey• Stories & Joseph Campbell   – Hero’s Journey.   – Examples:            •   STAR WARS            •   Comic ...
Telling “Hero’s Journey” Stories3/23/2013       Storytelling Is Content Marketing   9
REI’s Hero’s Journey3/23/2013       Storytelling Is Content Marketing   10
REI About Page Themes3/23/2013     Storytelling Is Content Marketing   11
Patagonia Hero’s Journey3/23/2013      Storytelling Is Content Marketing   12
Patagonia About Page Themes3/23/2013     Storytelling Is Content Marketing   13
REI Product Page: repeats key stories3/23/2013       Storytelling Is Content Marketing   14
REI Product Page: repeats key stories3/23/2013       Storytelling Is Content Marketing   15
REI Product Page: repeats key stories                                                    Themes                           ...
How Websites Tell Stories    Overt Storytelling   Covert Storytelling                 User Gen Content•    About Page.    ...
Gamification Layers        Active                Passive                      Real Time•   Earn Badges.      •     Positio...
Storytelling Summary• Google & Customers want better heuristics.      – Storytelling improves engagement.      – Engagemen...
Martin W. Smith Contact• @ScentTrail• ScentTrail.blogspot.com• CureCancerStarter.org• @CureCancerStart• Facebook/CureCance...
Appendix: Content Engagement Matrix     Not all content is equal. Some content is more engaging.     The Content Engagemen...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Now, High, High• Now, High Engagement, High Conversion      –     Social Shares (your friends).      –    ...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Later, Low, Low• Later, Low Engagement, Low Conversion      – Conditions of Use & Terms.      – Ads & Affi...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Later, High, Low• Later, High Engagement, Low Conversion      – My Account.      – My UGC.      – Contests...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Now, High, Low• Now, High Engagement, Low Conversion      – Sports.      – Q&A.      – Unsupported Staff R...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Now, Low, High• Now, Low Engagement, High Conversion      – Internal search.      – Highly specific intern...
Content Marketing Matrix                                              Conversion                         Low              ...
Content Matrix: Later, Low, High• Later, Low Engagement, High Conversion      –     Abandoned Cart email.      –     Wish ...
Storytelling Is The New SEO
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Storytelling Is The New SEO

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Google Panda and Penguin algorithm changes have a secret implication - that content is truly and finally KING. Not all content is equal. Some content has higher engagement and viral potential than other kinds of content. This presentation is about how to tell stories in business and on websites.

Published in: Self Improvement
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  • Totally in agreement with this article found this one that i think also goes along nicely with it and give some more info too. http://creative-tech.mobzxpress.com/blog-post-1436/
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  • I think the need to tell a relevant story applies to any and all brands. Tide needs to tell the story of how it fits into a more ecological time. Bounce, one of the products I sold, needs to fit their benefits in to something other than having a dress embarrass a women. In some cases brands should look to the wider view like Pepsi did with Pepsi Refresh. By asking for charity stories Pepsi make a not very relevant product, sugar and water, seem hip and caring. Can a story overcome inherent brand problems? Nope, but stories can recontextualize a brand like Pepsi from only have one BAD dimension to having several good dimensions that make the core brand seem more relevant. Ultimately, brands must change with the time. Pepsi needs to lower the HFC AND do so to combat diabetes and obesity since to NOT address issue like that head on is sticking their head in the sand and hoping for the best (never a good marketing strategy :). M
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  • Hi Martin, I love your answer. Great.
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  • Thanks to @SlideShare for including Storytelling Is The New SEO on their homepage today & Thanks to everyone who has downloaded and LIKED Storytelling and friends @Scoopit for alert.
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  • https://www.facebook.com/50cent/app_287371761280242 50 Cent is donating a meal for every Facebook LIKE of his Street King energy drink and here is the 'Dirt Is Good' link: http://www.persil.co.uk/category/dirt-is-good/
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Transcript of "Storytelling Is The New SEO"

  1. 1. Storytelling Is The New SEO Martin W. Smith @ScentTrailSEO Meetup Raleigh, March 26
  2. 2. Google’s Algorithm Changes• Panda’s Implications – Heuristics Matter • Time On Site. • Pages Viewed. • Return Visitors. • Lower Bounce.3/23/2013 Storytelling Is Content Marketing 3
  3. 3. Google’s Secret Implications • Panda & Penguin Secrets – Content is KING. – Engagement. – Storytelling. – New Sheriff In Town. Not All Content Is Equal In Engagement.3/23/2013 Storytelling Is Content Marketing 4
  4. 4. Content Marketing Matrix Conversion Low HIGH Low LowEngagement Want: HIGH Now, High, High Low Later Time = NOW Later3/23/2013 Storytelling Is Content Marketing 5
  5. 5. High Engagement Content• High Engagement, Conversion NOW Content Examples: – Video. – Reviews. Want: – Social Shares. Now, High, – Tribal (bought x, also bought y). High CONTENT – Relevant real time offers. – Breaking news. – Stories.3/23/2013 Storytelling Is Content Marketing 6
  6. 6. 3/23/2013 Storytelling Is Content Marketing 7
  7. 7. Hero’s Journey• Stories & Joseph Campbell – Hero’s Journey. – Examples: • STAR WARS • Comic Books. • 60 Minutes. • Sports. • Your website?3/23/2013 Storytelling Is Content Marketing 8
  8. 8. Telling “Hero’s Journey” Stories3/23/2013 Storytelling Is Content Marketing 9
  9. 9. REI’s Hero’s Journey3/23/2013 Storytelling Is Content Marketing 10
  10. 10. REI About Page Themes3/23/2013 Storytelling Is Content Marketing 11
  11. 11. Patagonia Hero’s Journey3/23/2013 Storytelling Is Content Marketing 12
  12. 12. Patagonia About Page Themes3/23/2013 Storytelling Is Content Marketing 13
  13. 13. REI Product Page: repeats key stories3/23/2013 Storytelling Is Content Marketing 14
  14. 14. REI Product Page: repeats key stories3/23/2013 Storytelling Is Content Marketing 15
  15. 15. REI Product Page: repeats key stories Themes * Quality * Save World * Love Passion * Trust, Honesty, Club3/23/2013 Storytelling Is Content Marketing 16
  16. 16. How Websites Tell Stories Overt Storytelling Covert Storytelling User Gen Content• About Page. • Design. • Comments.• Product Pages. • Colors. • Reviews.• Return Policy. • Images. • Contests.• Free Shipping. • Headlines. • Gamification.• Terms. • People. • Polls, Surveys.3/23/2013 Storytelling Is Content Marketing 17
  17. 17. Gamification Layers Active Passive Real Time• Earn Badges. • Position. • Offers.• Social Capital. • Jobs. • Elevation. • Bankable• Points. Rewards.• Rewards. • Status. • Review Reviewer. • Elevation.• Status. • Status. • Features.• Leaderboards. • Features.3/23/2013 Storytelling Is Content Marketing 18
  18. 18. Storytelling Summary• Google & Customers want better heuristics. – Storytelling improves engagement. – Engagement improves heuristics.• Stories = hero’s journey.• Websites = overt & covert storytelling.• Better stories = more: – Traffic. – Social Shares. – Money3/23/2013 Storytelling Is Content Marketing 19
  19. 19. Martin W. Smith Contact• @ScentTrail• ScentTrail.blogspot.com• CureCancerStarter.org• @CureCancerStart• Facebook/CureCancerStarter• http://www.linkedin.com/in/martysmith1980 vc• Email: Martin.Smith@Atlanticbt.com3/23/2013 Storytelling Is Content Marketing 20
  20. 20. Appendix: Content Engagement Matrix Not all content is equal. Some content is more engaging. The Content Engagement Matrix evaluates content based on its ability to promote high conversions and high engagement. The important caveat is any content can be highly viral. Viral potential is as much executional as anything. That caveat stated, some content is inherently more likely to go viral with less effort because it starts with higher views. The Content Matrix defines content by its inherent conversion and engagement potential. The other emerging truth is content that happens NOW is more viral than older content. Closer to NOW, so Time is included as an evaluation point. Finally this summary and evaluation of a particular type of content may or may not apply to your website. The idea Is more important than the values assigned.3/23/2013 Storytelling Is Content Marketing 21
  21. 21. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 22
  22. 22. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 23
  23. 23. Content Matrix: Now, High, High• Now, High Engagement, High Conversion – Social Shares (your friends). – Social Signals Summary (See TechCrunch Example) – Video. – Reviews Matrix (See Amazon). – Relevant, real time offers or coupons. – Tribal Data, “Buyers like you also bought…” – Breaking news or trusted source recommendations. – Relevant stories & curated UGC. – Conversion gamification.3/23/2013 Storytelling Is Content Marketing 24
  24. 24. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 25
  25. 25. Content Matrix: Later, Low, Low• Later, Low Engagement, Low Conversion – Conditions of Use & Terms. – Ads & Affiliate Program. – Press Releases. – Confusing or dissonant content. – Negative sentiment content. – Too good to be true offers or claims. – Confusing games or gamification. – Unclear navigation, clicky cart or no scentTrail.3/23/2013 Storytelling Is Content Marketing 26
  26. 26. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 27
  27. 27. Content Matrix: Later, High, Low• Later, High Engagement, Low Conversion – My Account. – My UGC. – Contests (when I lose). – My old reviews. – Negative friends reviews. – Controversy. – Negative Sentiment. – Post purchase problem resolution (returns, warranty).3/23/2013 Storytelling Is Content Marketing 28
  28. 28. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 29
  29. 29. Content Matrix: Now, High, Low• Now, High Engagement, Low Conversion – Sports. – Q&A. – Unsupported Staff Reviews (will pick fights). – PR Problems. – Unsupported Bad Reviews (only insults fairness doctrine). – Too new (unsupported by tribe). – Polls, Quizzes and Surveys.3/23/2013 Storytelling Is Content Marketing 30
  30. 30. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 31
  31. 31. Content Matrix: Now, Low, High• Now, Low Engagement, High Conversion – Internal search. – Highly specific internal search (use of catalog number). – Emails targeted to segments (less relevant than personas b/c segments = YOU, personas = THEM). – Affiliate links from trusted source websites. – Hot guru or maven recommendations. – Strong word-of-mouth within specific tribe.3/23/2013 Storytelling Is Content Marketing 32
  32. 32. Content Marketing Matrix Conversion Low HIGH Low LowEngagement HIGH Low 3/23/2013 Later Time = NOW Storytelling Is Content Marketing Later 33
  33. 33. Content Matrix: Later, Low, High• Later, Low Engagement, High Conversion – Abandoned Cart email. – Wish List. – Wish List Special Offer. – Saved shopping carts. – Relevant older blog posts. – Saved internal search. – Saved Google search. – Saved content or Q&A. – New comments to your shares by friends.3/23/2013 Storytelling Is Content Marketing 34
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