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Simon Penson_SearchLove London 2013

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Simon Penson_SearchLove London 2013

  1. 1. THE NEW RULES OF BIG CONTENT PROMOTION v
  2. 2. WHY CONTENT v #BIGCONTENT
  3. 3. v
  4. 4. v
  5. 5. v
  6. 6. IN THE MINUTIAE OF MARKETING TOO v
  7. 7. THE SAME IS TRUE OF CONTENT v
  8. 8. v GOTHMOG
  9. 9. THE AGE OF LOW VALUE CONTENT IS OVER v
  10. 10. THE TIME OF BIG CONTENT HAS COME v
  11. 11. IT’S HOW YOU GET CUT THROUGH v
  12. 12. YOU DON’T BELIEVE ME? v
  13. 13. SCALE OF THE UNIVERSE An interactive infographic – htwins.net/scale2/ 87k Links 3.5k Domains 35k Twitter shares 320k Facebook shares v
  14. 14. WIN! v
  15. 15. SENDING THIS WON’T CUT IT v
  16. 16. Gordon B. Hinckley v
  17. 17. v
  18. 18. WHAT WORKS FOR US v
  19. 19. THE CONTENT v
  20. 20. COVER EVERY ANGLE v
  21. 21. ASK QUESTIONS v
  22. 22. WHO WOULD BE INTERESTED IN THIS? v
  23. 23. PERSONA DEVELOPMENT STAT MAN FOOTBALL FANATIC SOCIAL JOE Over 35 Around 29 Around 21 Male Season Ticket Holder Lightweight Consumer Likes to be right Ardent club fan Likes to be first v
  24. 24. WHERE DO THEY HANG OUT? v
  25. 25. HIGHLIGHT THE NICHES SPORT SITES FINANCE SITES INDIVIDUAL CLUB SITES v SPORT STAT SITES FACEBOOK TWITTER
  26. 26. HOW DO I FIND THE RIGHT SITES? v
  27. 27. WE MADE SOMETHING! v
  28. 28. PReacher preacher.zazzlemedia.co.uk v
  29. 29. MAJESTIC SEARCH EXPLORER v
  30. 30. SEOQUAKE v
  31. 31. TECHNORATI v
  32. 32. WHAT’S THE SELL? v
  33. 33. CONTENT EXCLUSIVES EXCLUSIVE ANGLES EXCLUSIVE CONTENT MVP INFOGRAPHICS CLUB PAGES EMBED WITH INFOGRAPHIC SALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS v
  34. 34. v
  35. 35. THIS IS ABOUT PEOPLE NOT EMAIL ACCOUNTS v
  36. 36. PRO TIP GO TO THE DEPUTIES OR FREELANCE WRITERS v
  37. 37. v
  38. 38. + v
  39. 39. INVEST IN A PAID ACCOUNT v
  40. 40. JOURNALIST DIRECTORIES v
  41. 41. WE NEED A TARGET v
  42. 42. REACH THESE ‘GUYS’ v
  43. 43. RUN OUR TOOL v
  44. 44. JUMP ON LINKEDIN v
  45. 45. WE’VE FOUND THEM LET’S STALK! v
  46. 46. NETVIBES IS THE NEW iGOOGLE v
  47. 47. v
  48. 48. THE CONVERSATION v
  49. 49. BE VERY CLEAR ON VALUE v
  50. 50. FOLLOW UP IMMEDIATELY v
  51. 51. SURPRISE & DELIGHT v
  52. 52. v
  53. 53. FIND YOUR AUDIENCE ON SOCIAL v http://moz.com/blog/forget-googles-games-make-social-a-primary-traffic-source
  54. 54. THEN AMPLIFY 1.91 million impressions on Facebook v
  55. 55. AND AMPLIFY SOME MORE 116,000 impressions via Reddit v
  56. 56. SUPPORT WITH THIS v
  57. 57. OPTIMIZE FOR SOCIAL v
  58. 58. OPEN GRAPH META TAGS v
  59. 59. TWITTER CARDS v
  60. 60. BUILD A POST FOR SEARCH BENEFIT 2000+ words for in-depth articles Look for long tail opportunity for title v
  61. 61. THE RESULT v
  62. 62. PLACEMENTS 75 REFERRING DOMAINS v
  63. 63. TRAFFIC 120,000 VISITS – 6 MONTHS ‘NORMAL’ SITE TRAFFIC IN 8 WEEKS v
  64. 64. SHARES 6,293 (AND GROWING) v
  65. 65. HASHTAG USE #FOOTBALLDEBT - 174 #FOOTBALLSALARY - 371 v
  66. 66. RANKINGS v
  67. 67. TO CONCLUDE v
  68. 68. INTEGRATED APPROACH v
  69. 69. DON’T BE AFRAID TO FAIL v
  70. 70. THANKS! Simon Penson Zazzle Media, Founder & Managing Director www.zazzlemedia.co.uk @simonpenson simon.penson@zazzlemedia.co.uk Download this presentation on Slideshare Read this presentation at: www.zazzlemedia.co.uk/blog v

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