Why does content marketing fail? This presentation was by Rand Fishkin from MOZ.com. This presentation really goes over how people search the web and how they become buyers of your product and services.
10. You Believed the Biggest
Myth Content Marketing
Ever Told the World
#1
11. We Imagine Content Marketing Works
Like This…
Let’s go see
what’s on the
Internet today,
shall we?
12. I wonder what this post Kieran
tweeted is all about.
13. That was an interesting. I should sign
up for this free ebook download while
I’m here!
14. And I’ll just fill out their contact form
with my information….
15. Oh! Better not forget to follow all their
social profiles while I’m at it.
16. You might laugh, but a lot of companies invest in
content marketing on the assumption that this is how
it works!
Me make
content.
Humans click.
Them buy. Me
get money.
17. In Reality, It Works Like This:
Let’s see
what’s on
Hacker
News… Meh.
21. After seeing 400+ links I
could have clicked, I
finally chose this one. It’s
a good article, and this
example, naturally,
resonated
22. I wonder
why I like
this blog
so much?
About a week later, I
caught a link to
Beardbrand’s blog.
23. No magic trick to
grow a thicker
beard?! Dammit!
I’d followed them on
Google+, so I watched
this video they
shared, too.
24. When my lovely wife told me that I might need to look
into some mustache wax, I thought of Beardbrand. But I
couldn’t remember their name!
Lovely Wife
Imminent need for
mustache wax
Who were those
guys that made
the cool beard
stuff?
28. This is How Content Marketing Really Works:
Caveman Rand
explain.
29. This is How Content Marketing Really Works:
Me Make
Content.
Humans click.
If them like, them
remember.
Maybe them see
more content I
make. Visit
again.
Me build trust,
relationship
with humans.
When them
need me
product, them
come back.
32. Maybe sale come. Maybe not.
Smart cave marketer no care.
Smart cave marketer know
every visit chance to build
relationship. Maybe earn fan.
That good enough.
33. The Obligation Rests on
Marketers to Set the Right
Expectations with Our
Teams & Clients
64. Think of Each Channel Like a Muscle to Be
Flexed & Strengthened Regularly
65. Don’t Forget to Leverage What is Still the Most
Powerful Sharing Channel (according to NYT):
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
67. Google Search Has Grown Massively
~6 Billion Searches/Day!
http://www.statisticbrain.com/google-searches/
68. While Search Traffic is Distributed,
Social is Highly Concentrated
http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
69. You Might Have Seen Re/Code & Buzzfeed Claiming
Google Search Traffic Was Dead
http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
70. Here’s Define Media Group refuting that with data
from 87 publishers & 48 billion pageviews
http://www.definemg.com/hey-buzzfeed-search-traffic-is-doing-just-fine/
71. SEO is Also Critical Because of Intent
“Do things” mode
“Browse” mode
72. When Done Right, Content Marketing is the
Rising Tide that Lifts the SEO Ships
Without content marketing, it’s incredibly hard to earn
the types of links that will confer domain authority &
rankings in search engines.
73. When Done Right, Content Marketing is the
Rising Tide that Lifts the SEO Ships
But as content on a site earns links, it helps every other
page on that domain rank better in the search engines,
lifting the tide!
74. At the Very Least, Do Your Keyword Research
Be aware that AdWords may not show you all the relevant keywords:
http://moz.com/blog/be-careful-using-adwords-for-keyword-research
75. Better Yet – Gain a Deep Understanding of How
SEO & Content Work Together
4 Posts I’d Recommend:
• The Convergence of SEO & Content Marketing
• Link Building vs. Content Marketing
• How to Build a Content Marketing Strategy
• Build & Operate a Content Marketing Machine
