Content Creation for Boring
and Regulated Industries
Presented by:
Nico Miceli | @NicoMiceli
about.me/nicomiceli
@nicomice...
Content is king
• Yeah we get
it!
• But do you
have content
that is
getting you
links?
@nicomiceli
This Is Content
@nicomiceli
This Is a Linkable Asset
@nicomiceli
Do you have
Linkable Assets
besides just
content?
@nicomiceli
It’s sometimes
difficult!
Let’s go on a
journey and look
at it differently
@nicomiceli
Excuse #1
“There isn’t
much cool stuff
in my industry”
@nicomiceli
@nicomiceli
• Think about your
product
– What are the things
related and associated
to it?
– Are there any emotions
or feelings that c...
Lets Talk Office Supplies
@nicomiceli
Lets Talk Office Supplies
B2B
@nicomiceli
Lets Talk Office Supplies
B2B
@nicomiceli
How do we think about
linkable assets?
• Lets ask the people
@nicomiceli
All in one scrapper bit.ly/nico-content-tips
@nicomiceli
Reddit
@nicomiceli
Reddit
@nicomiceli
Reddit
@nicomiceli
Reddit
OFFICE HACKS!
@nicomiceli
@nicomiceli
“Binder Clips”
@nicomiceli
@nicomiceli
Keep going!
• The top 100 office hacks
• Best sharpie art
• Other uses for dry erase markers
• Be the resource that people...
HALT! Serious Time!
• Red Tape!
– Lots of red tape
• Regulated industries
• Legal Dept
• Steps of approval
@nicomiceli
No more fun?
• Now it’s stricter
• You can’t use crazy ideas
• But you can use DATA!
• You can use the resources you have
...
Let’s talk Finance
@nicomiceli
Let’s talk Finance
Let’s talk Finance
Ups
Downs
Finance Industry
@nicomiceli
Biggest increase
@nicomiceli
“People want to
know about the
stock market...
So Tell them!”
@nicomiceli
Lets get deeper in Data
• The World Fact Book
• data.gov
• World Bank
• International Monetary Fund
• State Agency Databas...
So what do I do with it?
@nicomiceli
Turn that data into a Fusion
Table!
• Create interactive embeddable charts
• Overlay any data on a map
• Update the data w...
What should you build?
• Search and find out what questions are
being asked?
– Create something people will want to use
– ...
Keep thinking! What
will overlay on a map?
@nicomiceli
•Crime
•Income
•Places of
interest
•Employment
Rates
• High way speed
limits
• City cleanliness
• Historical events
• Publ...
guardian.co.uk/news/datablog
Want studies backed by
credible sources?
ext:pdf site:.edu OR site:.gov "study"
~increase OR ~decrease [key word]
ext:pdf ...
@nicomiceli
“Ehhh That’s
not my target
audience”
@nicomiceli
The Mindset
• Your clients are thinking about the
target audience
• We are thinking how to increase
internet presence and ...
Widening your
audience will
widen your
target audience
@nicomiceli
@nicomiceli
Extra Proof?
Who made that?
• 439 Linking Root Domains
• PA 67
• College Lead Gen Site!
• medicalbillingandcoding.org
@nicomiceli
Who made that?
• PA 77
• 80 Linking Route Domains
• A Travel Site!
• www.thomson.co.uk
@nicomiceli
Other Examples here bit...
Remember…
Find out what people want
around your industry &
want to know about your
industry
@nicomiceli
But don’t…
@nicomiceli
Don’t think
Promotion
Think
Presence
@nicomiceli
Thanks!
Nico Miceli
Twitter @NicoMiceli
About.me/nicomiceli
bit.ly/nico-content-tips
@nicomiceli
Content Creation For Boring & Regulated Industries - PubCon Presentation 2012
Content Creation For Boring & Regulated Industries - PubCon Presentation 2012
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  • Your industry can be really cool!
  • This is making boring content interesting and making
  • This is making boring content interesting and making
  • Travel industry moves people around and this talks about how other things travel – totally relevant To increase your target audience – you move from page 2 to page 3 by getting links from increasing your audience Everything interesting that you see revese engineer it to see if it works for your client
  • Content Creation For Boring & Regulated Industries - PubCon Presentation 2012

    1. 1. Content Creation for Boring and Regulated Industries Presented by: Nico Miceli | @NicoMiceli about.me/nicomiceli @nicomiceli
    2. 2. Content is king • Yeah we get it! • But do you have content that is getting you links? @nicomiceli
    3. 3. This Is Content @nicomiceli
    4. 4. This Is a Linkable Asset @nicomiceli
    5. 5. Do you have Linkable Assets besides just content? @nicomiceli
    6. 6. It’s sometimes difficult! Let’s go on a journey and look at it differently @nicomiceli
    7. 7. Excuse #1 “There isn’t much cool stuff in my industry” @nicomiceli
    8. 8. @nicomiceli
    9. 9. • Think about your product – What are the things related and associated to it? – Are there any emotions or feelings that come out of it? – What facts can you think off? – What are your customers, customers interested in? – What are the effects of it? @nicomiceli
    10. 10. Lets Talk Office Supplies @nicomiceli
    11. 11. Lets Talk Office Supplies B2B @nicomiceli
    12. 12. Lets Talk Office Supplies B2B @nicomiceli
    13. 13. How do we think about linkable assets? • Lets ask the people @nicomiceli All in one scrapper bit.ly/nico-content-tips
    14. 14. @nicomiceli
    15. 15. Reddit @nicomiceli
    16. 16. Reddit @nicomiceli
    17. 17. Reddit @nicomiceli
    18. 18. Reddit OFFICE HACKS! @nicomiceli
    19. 19. @nicomiceli
    20. 20. “Binder Clips” @nicomiceli
    21. 21. @nicomiceli
    22. 22. Keep going! • The top 100 office hacks • Best sharpie art • Other uses for dry erase markers • Be the resource that people go to • But… make it different than what’s out there! @nicomiceli
    23. 23. HALT! Serious Time! • Red Tape! – Lots of red tape • Regulated industries • Legal Dept • Steps of approval @nicomiceli
    24. 24. No more fun? • Now it’s stricter • You can’t use crazy ideas • But you can use DATA! • You can use the resources you have • And you can make it look nice @nicomiceli
    25. 25. Let’s talk Finance @nicomiceli
    26. 26. Let’s talk Finance
    27. 27. Let’s talk Finance Ups Downs
    28. 28. Finance Industry @nicomiceli
    29. 29. Biggest increase @nicomiceli
    30. 30. “People want to know about the stock market... So Tell them!” @nicomiceli
    31. 31. Lets get deeper in Data • The World Fact Book • data.gov • World Bank • International Monetary Fund • State Agency Databases • US Government Printing Office (GPO) • Social Security Death Index • City-Data.com • Census.gov • Bls.gov @nicomiceli URLs Here: bit.ly/nico-content-tips
    32. 32. So what do I do with it? @nicomiceli
    33. 33. Turn that data into a Fusion Table! • Create interactive embeddable charts • Overlay any data on a map • Update the data whenever you want @nicomiceli
    34. 34. What should you build? • Search and find out what questions are being asked? – Create something people will want to use – Create a resource @nicomiceli
    35. 35. Keep thinking! What will overlay on a map? @nicomiceli
    36. 36. •Crime •Income •Places of interest •Employment Rates • High way speed limits • City cleanliness • Historical events • Public court data @nicomiceli Example Data Sets here: bit.ly/nico-content-tips
    37. 37. guardian.co.uk/news/datablog
    38. 38. Want studies backed by credible sources? ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease [key word] ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease car accidents @nicomiceli Other query Ideas here: bit.ly/nico-content-tips
    39. 39. @nicomiceli
    40. 40. “Ehhh That’s not my target audience” @nicomiceli
    41. 41. The Mindset • Your clients are thinking about the target audience • We are thinking how to increase internet presence and get more people - real people to talk about you @nicomiceli
    42. 42. Widening your audience will widen your target audience @nicomiceli
    43. 43. @nicomiceli Extra Proof?
    44. 44. Who made that? • 439 Linking Root Domains • PA 67 • College Lead Gen Site! • medicalbillingandcoding.org @nicomiceli
    45. 45. Who made that? • PA 77 • 80 Linking Route Domains • A Travel Site! • www.thomson.co.uk @nicomiceli Other Examples here bit.ly/nico-content-tips
    46. 46. Remember… Find out what people want around your industry & want to know about your industry @nicomiceli
    47. 47. But don’t… @nicomiceli
    48. 48. Don’t think Promotion Think Presence @nicomiceli
    49. 49. Thanks! Nico Miceli Twitter @NicoMiceli About.me/nicomiceli bit.ly/nico-content-tips @nicomiceli

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