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Content Marketing Strategy
Content Marketing Strategy
Content Marketing Strategy
Content Marketing Strategy
Content Marketing Strategy
Content Marketing Strategy
Content Marketing Strategy
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Content Marketing Strategy

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

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

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  • 1. The Strategic Side ofContent Marketing bit.ly/mozcontentstrategy Rand Fishkin
  • 2. An Unfortunate,Common Story
  • 3. We Need to Acquire Customers!
  • 4. Ooo! Let’s Try Search Engines!
  • 5. Buying These Keywords is Really Expensive
  • 6. We Need Some of that SEO Magic! SO MANY FREE CLICKS…
  • 7. Time to Get Some Links
  • 8. But We Gotta Keep it White Hat
  • 9. We’ll Start with Some Article Marketing
  • 10. Then Some Guest Blogging
  • 11. Some Do-Follow Comments
  • 12. Link Request Outreach to a Few Sites
  • 13. Submit to Only the “High Quality” Directories
  • 14. Sponsor Events & Charities to Get Some Links
  • 15. Send a Few Press Release Blasts
  • 16. Get Our Partners to Link to Us
  • 17. Do Some Advertising that Leads to Links
  • 18. Whew…
  • 19. Getting Links is Really Hard.
  • 20. You Know Who Has It Easy? Bloggers!
  • 21. They Just Get Links Pouring In for Nothing!
  • 22. Let’s Start a Blog!
  • 23. Yeah, and We’ll Do Some Clever Graphics
  • 24. Then Launch Some Linkbait!
  • 25. Ugh, I Thought This Would Be Easier
  • 26. Despite All That Effort, Our Linkbait Only Got Only 5 Links
  • 27. These Blog Posts Aren’t Getting Us Anywhere
  • 28. Screw This.
  • 29. Let’s Just Outsource our Link Building
  • 30. Months Pass…
  • 31. Rankings Stagnate
  • 32. Trouble Looms.
  • 33. Content Marketing Strategy?
  • 34. Content Marketing Strategy
  • 35. Another (Sadly)Common Story
  • 36. Content’s a Great Way for Us to Get Traffic
  • 37. We Make Graphics
  • 38. And Blog Posts
  • 39. And Long-form Articles
  • 40. We Made a Few Free Calculators & Tools
  • 41. And Some How-To Videos
  • 42. They Bring in a Lot of Visits from Search
  • 43. And From Social Media
  • 44. And Get Shared and Linked-to All Over the Web
  • 45. But the Conversion Rate Sucks
  • 46. We Need to Work on CRO & Improving Our Funnel
  • 47. Let’s Make the Calls-to-Action More Obvious
  • 48. And Enforce Email Collection to Access Content
  • 49. So We Can Market to These Users Later
  • 50. It’s Not Great for the User Experience
  • 51. And It Hurts Viral Sharing
  • 52. But We Need this Content to Carry Its Weight
  • 53. Months Pass…
  • 54. Content Cruises Along
  • 55. Engagement & Sharing Drop
  • 56. Conversion Rate Goes Up, But Total Conversions Fall
  • 57. Content Marketing Strategy?
  • 58. Content Marketing Strategy
  • 59. Strategy ≠A List of Content You Think Will “Go Viral”
  • 60. Strategy ≠A List of Tactics to Get You More Links
  • 61. Strategy ≠A List of Influencers/Publications You Want Mentioning Your Brand
  • 62. So… What IS a“Content Marketing Strategy”
  • 63. Step 1: Step 2: Step 3:Build a Product Acquire Customers Profit ?
  • 64. Step 1: Step 2: Step 3:Build a Product Acquire Customers Profit ? Content Marketing is ONE Way to Solve Step 2.
  • 65. 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.
  • 66. Roadmap forContent Marketing
  • 67. You can build a great contentstrategy by answering a few challenging questions.
  • 68. What Are Your Ultimate Goals?
  • 69. AKA: Why Do You Invest in Marketing?Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
  • 70. Usually, It’s One (or More) of These: Traffic Awareness Sales / RetentionConversions
  • 71. Who Do You Need to Reach to Achieve That Goal?
  • 72. 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
  • 73. Who/What Influences Your Target Group?
  • 74. What Experiences Will Earn the Impact You Need:
  • 75. Familiarity?
  • 76. Likability?
  • 77. Trust?
  • 78. And, Secondarily, What’s Going to Earn You the Metrics You Need.
  • 79. Links?
  • 80. Shares?
  • 81. Engagement?
  • 82. Conversions?
  • 83. Will These Investments Have a Better ROI Than Other Marketing Investments (i.e. paid media)?
  • 84. Great answers to these questions will almost always yield a great content marketing strategy.
  • 85. Two Examples
  • 86. http://www.tableausoftware.com/public/gallery/taleof100
  • 87. 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
  • 88. http://thecriminallawyer.tumblr.com/post/19810672629/12-i-was-entrapped
  • 89. 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
  • 90. ChecklistMarketing Goal(s)Target CustomerTarget ChannelsInfluencersExperience to DeliverROI Comparison
  • 91. 5 RecommendationsTo Improve Your Strategy
  • 92. #1: Invest for a 5 Year ROI This is when Geraldine started her blog
  • 93. #1: Invest for a 5 Year ROI This is where most people give up
  • 94. #1: Invest for a 5 Year ROI 4,000+ visits/day the last 3 months
  • 95. #2: Don’t “Target” Influencers; Involve Them
  • 96. #3: Great Artists StealVia: http://www.bbc.co.uk/news/health-18770328
  • 97. #3: Great Artists StealVia: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg
  • 98. #4: Expand Your Definition of “Content”
  • 99. Blog Posts
  • 100. Articles
  • 101. Educational Resources
  • 102. Video
  • 103. Slide Decks
  • 104. Animations
  • 105. Photos
  • 106. APIs
  • 107. Your Site’s “Boring” Pages
  • 108. 404s
  • 109. Comments
  • 110. News
  • 111. Vacation Time
  • 112. Workspaces
  • 113. Physical Goods
  • 114. Advertisements
  • 115. 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
  • 116. #5: Choose Short Men (and Tall Women)Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
  • 117. One My Favorite ContentMarketing Examples
  • 118. 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.
  • 119. News Headlines: YouTube Views:Links & Shares:
  • 120. http://www.youtube.com/watch?v=ihGCj5mfCk8
  • 121. Download:bit.ly/mozcontentstrategy Rand Fishkin, SEOmoz

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