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22.
BUT
most clients do not want their brand associated with
zombies, bacon, cats,
conspiracy theory,
controversy
or drama
even if they’ll get links out of it...
63.
advertising on
Twitter
LinkedIn
Google Display Network
64.
Results
• Traffic for January was up 80% YoY
• Traffic from social sites was up 2500%
See - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
65.
Results (you actually care about)
• 6500 newsletter sign ups
• 10,000 eBook downloads
See - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
74.
figure out which
benefits
aren’t being communicated
& which
objections
aren’t being addressed
75.
create new pages to
test
improved messaging against your current page
Read more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav
80.
SPEAKER NAME - EDIT FOOTER
What is Content
Marketing?
81.
it’s the creation and sharing of content in order to:
attract, acquire and engage
current and potential customers
with the objective of:
driving profitable customer action
82.
it’s about creating
profitable
relationships
with
customers
91.
the creation and sharing of content in order to:
attract, acquire and engage
current and potential customers
with the objective of:
driving profitable customer action
92.
Misconception 2:
when it comes to content marketing
more is more
93.
SPEAKER NAME - EDIT FOOTER
33% fewer posts;
40% more traffic
Kerry Lauerman, Editor in Chief, Salon.com
Source: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
94.
misconception 3:
content marketing
belongs on your
blog
112.
Image Credits
Zombies - http://www.xfirstaidkits.com/v/Zombie-Proof-Architecture/
Bacon - http://www.flickr.com/photos/samsmith/2747313794/sizes/l/
Cat - http://www.flickr.com/photos/paolomargari/1992019542/sizes/l/
Conspiracy - http://www.alienandufopictures.com/ufo_pictures.html
Controversy - http://xkcd.com/386/
Failure to communicate - http://theinfluentials.wordpress.com/2012/06/18/failure-to-communicate/
Future of marketing - https://plus.google.com/112310499813770104747/posts/JBesS2cnAGo
Field of dreams - http://www.tumblr.com/tagged/field-of-dreams
Editor's Notes
2008 – The Hoax Story – money.co.uk203 links from 123 domainsPA 51 How? PR & social seeding Cue much controversyWhat do we learn?This stuff works, but your client may not be happy to court such controversy. This is really cheap!
Compare the Meerkat (2009 to date)Spoof online tomfoolery grows up and gets integrated – TV, press, radio, search and social – simples? Nuh uh. But it set the bar high.This is akin to the money.co.uk story – it’s clearly not true right? But unlike the money.co.uk story it doesn’t cause contraversy as no one feels manipulated by it.However – I’m pretty sure I’m not the only one getting bored now... It’s kind of a one joke campaign. Where do they go from here?