Market the content you have
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Market the content you have

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Everyone talks about 'content marketing.' Before you spend time on that, why not try marketing with the content you already have? ...

Everyone talks about 'content marketing.' Before you spend time on that, why not try marketing with the content you already have?

Make your EXISTING content really good. Make your EXISTING content a great marketing tool. THEN go on and invest in a fancy campaign.

This is from my ad:Tech presentation.

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    Market the content you have Market the content you have Presentation Transcript

    • DON’T START CONTENTMARKETING (YET) IAN LURIE, CEO & FOUNDER PORTENT, INC @PORTENTINT PORTENT.COM
    • portent.co/contentitis Yes, like this, no ‘m’.
    • How this will go: A rant 3 stepsA few rants mixed in All done
    • i r the googles. hear me roarz.
    • IAN WTF!
    • CONTENT BRAND
    • yeah, because ive never seen this before.CONTENT BRAND
    • nooooooooosorry, dude. youve got content.
    • IF CONTENT IS SO TERRIBLE, YOU’RE KINDA SCREWED.
    • YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR PRODUCT
    • YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR SITE
    • IF YOU’RE USINGCONTENT MARKETING,WHY NOT START WITH THEMARKETING CONTENT?
    • BY JOVE, THERESCONTENT RIGHT HERE
    • this is 100% pure!!!!
    • THE STREET VALUE. MY GOD, MAN...
    • 1 PUT THE CONTENT W/ THE BRAND ‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT
    • CATEGORY PAGESPRODUCT PAGESABOUT USHOMEFAQ
    • 2 GO TO THE CUSTOMER aka USE THEIR LANGUAGE
    • NOT AN ‘SEO TRICK’ WHAT must i do to make you believe me?
    • Right words Wrong wordsRevenue revenue
    • OH GOD. NO. See our red bridesmaid gowns becausethey’re bridesmaid gowns that are red.All bridesmaids like red gowns, don’tthey?
    • USED ‘RUNNING SHOES’ 15 TIMES IN 45 WORDS
    • 3 ANSWER A QUESTION aka DON’T BABBLE
    • LINK IDEASNOT KEYWORDS
    • DELIVER HIGH IMPUTED VALUE aka MAKE IT CONSUMABLE
    • 4-6 LINES/PARAGRAPH10-15 WORDS/LINE
    • WRITE FOR THE SCROLL, NOT THE FOLD
    • GOOD TYPOGRAPHY (IF YOU CAN)
    • CHECK YOUR #$!)@(#! WORK
    • MEASURE EVERYTHING
    • MEASURE READABILITY
    • MEASURE IMPACT
    • …OF TOPICS $500,000.00 $100,000.00 Didnt write about knishes Wrote about knishes
    • …OF WRITERS $500,000.00 $100,000.00 By George! By Frank.
    • …OF LAYOUTS 500000 100000 Pretty pictures Ugly nothing
    • MEASURE THROUGHPUT
    • YEAH, IT PAYS aka TOLD YA
    • Organic Search Revenue, year over year 2013 2012 content campaign startsMay Dec
    • Organic Search Revenue, year over year 2013 2012 bigger growthMay Dec
    • Overall Revenue, 2011-2013 content campaign starts woo-hoo!Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13
    • Revenue Growth (key months)May-11 Nov-11 May-12 Nov-12
    • ROI? 10:1
    • IF YOU’RE DOINGCONTENT MARKETING,WHY NOT START WITH THEMARKETING CONTENT?
    • OK. NOW YOU CAN START CONTENT MARKETING.
    • portent.co/contentitis Yes, like this, no ‘m’.