The Death of Owned Content - Kipp Bodnar, CMO if HubSpot
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Presented at Social Fresh Conference 2016 in Orlando FL. More info: https://socialfresh.com Blogging on your own site is still valuable, but making sure you can be found where people are looking is a bigger deal than ever. Whether including content on LinkedIn and Medium or ensuring when someone uses Alexa to ask about something relevant to your business, you're thinking about how you can be included in that moment.
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The Death of Owned Content - Kipp Bodnar, CMO if HubSpot
- 2. Meet: Beau
- 3. A blatant attempt at using a small and cuddly to pander to the audience?
- 4. The most concrete example I have of how rapidly search habits are changing.
- 5. Bingo. There it is.
- 6. Raising a baby is hard. SPOILER ALERT:
- 7. They can be so sweet.
- 9. Actual things I searched for in Beau’s first few months How do you get babies to sleep?
- 10. Actual things I searched for in Beau’s first few months Swaddling Best Practices
- 11. Actual things I searched for in Beau’s first few months When does a baby get teeth?
- 12. Actual things I searched for in Beau’s first few months Best toys for babies
- 15. On a walk. Over dinner. In the moment. Through mobile, and social, & voice.
- 17. A BRIEF HISTORY OF CONTENT DISCOVERY
- 18. When the Internet First Launched “
- 20. Content had a front door. That front door was the directory.
- 22. As search engines gained adoption, they opened up new doorways.
- 23. SEO
- 24. ORGANIC SEARCH
- 25. 70% of Our Traffic Comes From Old Content
- 27. A lot has changed in the world of search
- 28. Back then, mobile didn’t even factor into website design.
- 29. Today, mobile Internet usage exceeds desktop Internet use
- 30. Back then, website security was mainly a concern for major corporations and governments.
- 33. Back then, waiting for websites to load was the norm.
- 34. Today, a slow site leads to a decreased search rank, lower traffic, and fewer conversions.
- 35. Back then, doorways still had to be walked through
- 36. Today’s answers don’t even require a click.
- 37. SEO is all about change. There’s going to be more change coming. Matt Cutts “
- 40. Beginning today, we’re looking at entirely new playbooks for content discovery.
- 42. Here's a fascinating little tidbit that changes everything...
- 43. 60%of time spent online is now spent on mobile.
- 44. 86%of time spent on mobile is spent in apps.
- 45. (Really, in just five apps.)
- 46. went from 2.8 billion to 7 billion monthly views of its content
- 47. 75% of those views happen Off Buzzfeed.com
- 48. What does that mean for browser-based SEO?
- 49. Mobile and app search 1
- 50. Spotlight search is getting better.
- 51. App content is bypassing search all together.
- 52. Social Search 2
- 53. 3.5 billion searches a day
- 54. 1.5 billion searches a day and gaining
- 55. This is an announcement that sits at the very top of a feature that sits at the very top of Facebook. It follows a year of intense, smart, and creative experimentation in this area. This isn’t a lark. If you’ve been paying attention, you’ve been noticing more and more public content/search/trend features popping up all over Facebook this year.” - Blake Ross, Cofounder of Mozilla Judge a company’s priorities by its pixels. “
- 56. One other big little thing about social as a channel for content discovery.
- 59. What’s really changing here, then, is not the length of the tweet. It’s where that link at the bottom takes you when you click on it—or, rather, where it doesn’t take you. Will Oremus, senior technology editor at Slate “
- 60. Voice Search 3
- 61. Siri, Alexa, and Cortana
- 63. Natural Language Expanded Search Windows History and Context
- 64. Projections from comScore suggest that voice will drive 200 billion searches a month by 2020.
- 69. 60 BillionNumber of messages that run through messenger and whatsapp every day.
- 71. Powered by humans (and robots)
- 72. No one wants to install a new app for every business you interact with. “ Mark Zuckerberg
- 73. APP SEARCH SOCIAL SEARCH VOICE SEARCH CONVERSATIONAL SEARCH
- 75. Behavior Strategy Technology You are here.
- 77. The future is already here. It just isn’t evenly distributed yet. “ William Gibson
Editor's Notes
- Why am I showing you my dog?
- No! That’s not it at all
- There it is. That’s it. Ok, let’s go.
- Story of how you IOtto and had no idea what I was doing. I knew nothing. I knew I was standing in a shelter and he had big brown eyes.
- Though he could be incredibly sweet…
- He also destroyed everything. And ate everything.
- Public service announcement: No
- Nope.
- Yes… but you’ll be vacuuming up cardboard rubble for days.
- easily the yuppiest thing I’ve ever searched for.
- One of the things that makes me proudest about my particular timing in the history of the world is that I get to say grandiose things like: “When the internet first launched….”
- When the internet first launched the way you found content was through these directories.
- Then search engines arrived, and they got better.
- And a new powerful way to get your business in front of the searcher.
- SEO was born
- The brilliance of search engines was there was no longer one front door to your website. Every piece of content was an opportunity to get found. And unlike ads which only drove content the first week they ran – that opportunity compounded
- 80% of our traffic comes from content.
- So there are all sorts of new things to learn about browser based seo, but really these are just new chapters of the same book.
- Time spent on mobile time spent in apps number of apps Break out into different slides?
- Time spent on mobile time spent in apps number of apps Break out into different slides?
- Time spent on mobile time spent in apps number of apps Break out into different slides?
- Structured search App Search
- SEO was born
- SEO was born
- We think of Google as this goliath. It processes billions of searches a day.
- We think of Google as this goliath. It processes billions of searches a day.
- SEO was born
- SEO was born
- Time to go into messenger apps?