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Content Marketing - Beyond the Bullshit

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Content Marketing - Beyond the Bullshit

  1. 1. Content Marketing Beyond the Bullshit Think Visibility Hannah Smith Smith Hannah @hannah_bo_banna September 2012 @hannah_bo_banna Distilled.net
  2. 2. Hannah Smith SEO Consultant – Distilled hannah.smith@distilled.net @hannah_bo_banna SEOmoz Associate & SEOChick. No longer has red hair.
  3. 3. I set myself a challenge... talk about content marketing
  4. 4. without mentioning... old spice dollar shave club ok cupid oyster
  5. 5. because you’ve heard it before
  6. 6. #yawn
  7. 7. everybody’s talking about content marketing
  8. 8. but what the hell is it?
  9. 9. & why should you care?
  10. 10. hopefully this presentation will help
  11. 11. I am an seo
  12. 12. with problems
  13. 13. which I’m hoping
  14. 14. you can relate to
  15. 15. Problem 1.
  16. 16. Problem 1. I need to build links
  17. 17. (sometimes) my clients reject my link building ideas & therefore prevent me from building links
  18. 18.
  19. 19. why?
  20. 20. we’re victims of our own success...
  21. 21. we know what the linkerati <3
  22. 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...
  23. 23. the lesson?
  24. 24. content needs to support brand positioning
  25. 25. SPEAKER NAME - EDIT FOOTER Using Content Marketing to support brand positioning…
  26. 26. it’s a tough niche & we *need* links
  27. 27. BUT the client did not want their brand associated with zombies, bacon, cats, conspiracy theory, controversy or drama
  28. 28. solution - support the brand’s positioning as the small business champion
  29. 29. handily enough they were already creating some content...
  30. 30. we figured we could help by creating remarkable content
  31. 31. that would support their brand position as the small business champion
  32. 32. & that would support their existing content strategy
  33. 33. 411 links from 111 domains
  34. 34. 160 links from 36 domains
  35. 35. 147 links from 48 domains
  36. 36. the client is  and so are we
  37. 37. but there’s a trade off... this sort of content will be far less successful than
  38. 38. zombies, bacon, cats, conspiracy theory, controversy or drama
  39. 39. but that’s ok
  40. 40. their CEO loves the content
  41. 41. their customers love it
  42. 42. This isn’t *just* content for links – this is content for their customers. They include it in email newsletters & other marketing activity.
  43. 43. so content marketing is just using content for link building right?
  44. 44. wrong.
  45. 45. remember I said I was an seo with problems?
  46. 46. Problem 2.
  47. 47. how do you ‘get found’ by customers who don’t know they need you yet?
  48. 48. SPEAKER NAME - EDIT FOOTER Using content marketing for Lead Generation
  49. 49. Salesforce have a strong domain & already rank well for keywords customers are likely to search for when they’re ready to buy.
  50. 50. but how could they attract customers higher up the sales funnel who don’t know they need a tool like Salesforce yet?
  51. 51. create content
  52. 52. strong domain - it’ll likely rank
  53. 53. we need to consider more than just search engine visibility...
  54. 54. because search engines are not the only way we find content
  55. 55. so Salesforce created content people would want to share
  56. 56. then Salesforce let people know it was there
  57. 57. via the corporate Facebook/Twitter/Google+ accounts
  58. 58. home page takeover of the corporate site
  59. 59. enlisted the help of 15 expert advocates
  60. 60. email newsletters
  61. 61. guest blogging
  62. 62. PR
  63. 63. advertising on Twitter LinkedIn Google Display Network
  64. 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. 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
  66. 66. leads = money #justsayin’
  67. 67. do links = money?
  68. 68. Problem 3.
  69. 69. rankings are great but no one’s buying
  70. 70. SPEAKER NAME - EDIT FOOTER Conversion Rate Optimisation
  71. 71. grossly simplified CRO process
  72. 72. sorry @pav
  73. 73. find out why people buy & why they don’t
  74. 74. figure out which benefits aren’t being communicated & which objections aren’t being addressed
  75. 75. create new pages to test improved messaging against your current page Read more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 
  76. 76. end result? more money
  77. 77. & your boss / client loves you
  78. 78. right now you’re probably thinking
  79. 79. wait, that’s CRO not content marketing
  80. 80. SPEAKER NAME - EDIT FOOTER What is Content Marketing?
  81. 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. 82. it’s about creating profitable relationships with customers
  83. 83. not just link building...
  84. 84. SPEAKER NAME - EDIT FOOTER Content Marketing Misconceptions
  85. 85. misconception 1: content marketing is ‘free’
  86. 86. Cute? Sure just not true.
  87. 87. also, it’s not cheap
  88. 88. Cheap “SEO content” looks like this
  89. 89. Cheap article marketing looks like this
  90. 90. Cheap “articles” read like this
  91. 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. 92. Misconception 2: when it comes to content marketing more is more
  93. 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. 94. misconception 3: content marketing belongs on your blog
  95. 95. bandcamp.com - FAQs
  96. 96. Misconception 4... if you build it they will come...
  97. 97. you are not Kevin Costner...
  98. 98. SPEAKER NAME - EDIT FOOTER Takeaways
  99. 99. sometimes people don’t take seos seriously
  100. 100. because often our activities aren’t fully aligned with branding and marketing goals
  101. 101. content marketing is a discipline that complements seo & we ought to leverage it
  102. 102. because
  103. 103. attracting, acquiring and engaging current and potential customers with the objective of: driving profitable customer action
  104. 104. is something your client / boss is going to
  105. 105. significantly more than
  106. 106. it gives you and your clients; or you and your marketing department / boss the opportunity to align your objectives,
  107. 107. & stop fighting against each other
  108. 108. think beyond links
  109. 109. think beyond search engine traffic
  110. 110. & make more money
  111. 111. questions? hannah.smith@distilled.net @hannah_bo_banna
  112. 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 &amp; 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?
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