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Content Marketing Strategy

Content Marketing Strategy



Rand's Mozcon presentation for the head:head session 2012.

Rand's Mozcon presentation for the head:head session 2012.



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  • Full Name Full Name Comment goes here.
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  • Great presentation...Thanks a lot...
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  • Great article! the content marketing tips were great! I have mentioned your post on my website but made sure to link it back to you for my readers to get to see the full article.

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  • Great presentation. And so true. Just one thing: did you pay Matt Groening his percentage? First rule of fight club: Don't steal to build.
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  • Great presentation Rand - looking forward to meeting you in Belfast
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  • Awesome use of The Simpsons (especially Homer)!! Educational and entertaining, that in itself is a quality content marketing lesson to learn. Thanks Rand!
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    Content Marketing Strategy Content Marketing Strategy Presentation Transcript

    • The Strategic Side ofContent Marketing bit.ly/mozcontentstrategy Rand Fishkin
    • An Unfortunate,Common Story
    • We Need to Acquire Customers!
    • Ooo! Let’s Try Search Engines!
    • Buying These Keywords is Really Expensive
    • We Need Some of that SEO Magic! SO MANY FREE CLICKS…
    • Time to Get Some Links
    • But We Gotta Keep it White Hat
    • We’ll Start with Some Article Marketing
    • Then Some Guest Blogging
    • Some Do-Follow Comments
    • Link Request Outreach to a Few Sites
    • Submit to Only the “High Quality” Directories
    • Sponsor Events & Charities to Get Some Links
    • Send a Few Press Release Blasts
    • Get Our Partners to Link to Us
    • Do Some Advertising that Leads to Links
    • Whew…
    • Getting Links is Really Hard.
    • You Know Who Has It Easy? Bloggers!
    • They Just Get Links Pouring In for Nothing!
    • Let’s Start a Blog!
    • Yeah, and We’ll Do Some Clever Graphics
    • Then Launch Some Linkbait!
    • Ugh, I Thought This Would Be Easier
    • Despite All That Effort, Our Linkbait Only Got Only 5 Links
    • These Blog Posts Aren’t Getting Us Anywhere
    • Screw This.
    • Let’s Just Outsource our Link Building
    • Months Pass…
    • Rankings Stagnate
    • Trouble Looms.
    • Content Marketing Strategy?
    • Content Marketing Strategy
    • Another (Sadly)Common Story
    • Content’s a Great Way for Us to Get Traffic
    • We Make Graphics
    • And Blog Posts
    • And Long-form Articles
    • We Made a Few Free Calculators & Tools
    • And Some How-To Videos
    • They Bring in a Lot of Visits from Search
    • And From Social Media
    • And Get Shared and Linked-to All Over the Web
    • But the Conversion Rate Sucks
    • We Need to Work on CRO & Improving Our Funnel
    • Let’s Make the Calls-to-Action More Obvious
    • And Enforce Email Collection to Access Content
    • So We Can Market to These Users Later
    • It’s Not Great for the User Experience
    • And It Hurts Viral Sharing
    • But We Need this Content to Carry Its Weight
    • Months Pass…
    • Content Cruises Along
    • Engagement & Sharing Drop
    • Conversion Rate Goes Up, But Total Conversions Fall
    • Content Marketing Strategy?
    • Content Marketing Strategy
    • Strategy ≠A List of Content You Think Will “Go Viral”
    • Strategy ≠A List of Tactics to Get You More Links
    • Strategy ≠A List of Influencers/Publications You Want Mentioning Your Brand
    • So… What IS a“Content Marketing Strategy”
    • Step 1: Step 2: Step 3:Build a Product Acquire Customers Profit ?
    • Step 1: Step 2: Step 3:Build a Product Acquire Customers Profit ? Content Marketing is ONE Way to Solve Step 2.
    • Step 1: Step 2: Step 3:Build a Product Acquire Customers Profit ? Content Marketing STRATEGY is the plan of action that will achieve this goal.
    • Roadmap forContent Marketing
    • You can build a great contentstrategy by answering a few challenging questions.
    • What Are Your Ultimate Goals?
    • AKA: Why Do You Invest in Marketing?Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
    • Usually, It’s One (or More) of These: Traffic Awareness Sales / RetentionConversions
    • Who Do You Need to Reach to Achieve That Goal?
    • Where is This Target Group on the Web Today?Users: 1B+ 900mm 500mm 150mm 150mm+ (blogosphere) 130mm 50mm 250mm+ 250mm+Users: (print media) (TV media) 35mm 25mm 20mm 20mm 14mm
    • Who/What Influences Your Target Group?
    • What Experiences Will Earn the Impact You Need:
    • Familiarity?
    • Likability?
    • Trust?
    • And, Secondarily, What’s Going to Earn You the Metrics You Need.
    • Links?
    • Shares?
    • Engagement?
    • Conversions?
    • Will These Investments Have a Better ROI Than Other Marketing Investments (i.e. paid media)?
    • Great answers to these questions will almost always yield a great content marketing strategy.
    • Two Examples
    • http://www.tableausoftware.com/public/gallery/taleof100
    • Goal: Build awareness & Influencers: Wall Street Journal, acquire customers for bloggers, data viz Tableau’s software aficionadosWho: Business analysts, Experience: Beautiful, usable UX. entrepreneurs, big data Interactive e.g. owners, Excel junkies Meaningful insights.Where: Press, Search, Social, ROI Comparison: Blogosphere, Brand advertising = too Tradeshows shotgun, too expensive
    • http://thecriminallawyer.tumblr.com/post/19810672629/12-i-was-entrapped
    • Goal: Build awareness in the Influencers: Facebook friends, highly competitive NYC colleagues, family criminal law fieldWho: Anyone who might Experience: Enjoyable to read, influence anyone who’s easy to get through, ever arrested high quality infoWhere: Social, Blogosphere, ROI Comparison: Press, Search Paid search = too expensive, won’t reach the referral audience
    • ChecklistMarketing Goal(s)Target CustomerTarget ChannelsInfluencersExperience to DeliverROI Comparison
    • 5 RecommendationsTo Improve Your Strategy
    • #1: Invest for a 5 Year ROI This is when Geraldine started her blog
    • #1: Invest for a 5 Year ROI This is where most people give up
    • #1: Invest for a 5 Year ROI 4,000+ visits/day the last 3 months
    • #2: Don’t “Target” Influencers; Involve Them
    • #3: Great Artists StealVia: http://www.bbc.co.uk/news/health-18770328
    • #3: Great Artists StealVia: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg
    • #4: Expand Your Definition of “Content”
    • Blog Posts
    • Articles
    • Educational Resources
    • Video
    • Slide Decks
    • Animations
    • Photos
    • APIs
    • Your Site’s “Boring” Pages
    • 404s
    • Comments
    • News
    • Vacation Time
    • Workspaces
    • Physical Goods
    • Advertisements
    • Blogs Tweets Video Plugins UGC Comments Comics Slide Decks Products Photos InfographicsAnimations CONTENT MARKETING! Services (aka anything you produce to earn awareness, likability & trust)UI Elements Physical Space APIs Print Material Ads Press Tools Events PDFs Food Data Platforms
    • #5: Choose Short Men (and Tall Women)Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
    • One My Favorite ContentMarketing Examples
    • Goal: Build awareness of cancer Influencers: Seattle journalists, treatment center & earn mainstream media, support/donations friends & familyWho: Northwest families and Experience: Emotional, positive, potential donors uncontroversialWhere: Press, YouTube, ROI Comparison: social, search Brand advertising is an option and Children’s invests there today… This is an experiment.
    • News Headlines: YouTube Views:Links & Shares:
    • http://www.youtube.com/watch?v=ihGCj5mfCk8
    • Download:bit.ly/mozcontentstrategy Rand Fishkin, SEOmoz