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Content Marketing Beyond the Bullshit Think Visibility Hannah Smith Smith Hannah @hannah_bo_bannaSeptember 2012 @hannah_bo_banna Distilled.net

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Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has red hair.

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I set myself a challenge...talk aboutcontentmarketing

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without mentioning...old spicedollar shave clubok cupidoyster

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becauseyou’ve heardit before

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#yawn

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everybody’s talking about content marketing

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butwhat the hellis it?

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&why should you care?

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hopefully this presentation will help

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I am anseo

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withproblems

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which I’mhoping

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you canrelate to

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Problem 1.

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Problem 1.I need to buildlinks

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(sometimes) my clients reject my link building ideas & thereforepreventme from building links

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

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why?

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we’revictimsof our own success...

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we know whatthelinkerati <3

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BUTmost clients do not want their brand associated with zombies, bacon, cats, conspiracy theory, controversy or dramaeven if they’ll get links out of it...

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the lesson?

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content needs to supportbrand positioning

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SPEAKER NAME - EDIT FOOTER Using Content Marketing to support brand positioning…

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it’s a tough niche & we*need* links

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BUTthe client did not want their brand associated withzombies, bacon, cats,conspiracy theory,controversy or drama

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solution - support the brand’s positioning as the small business champion

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handily enoughthey were already creating some content...

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we figured we could help by creating remarkable content

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that would support their brand position asthe small business champion

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& that would support theirexisting content strategy

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411 links from 111 domains

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160 links from 36 domains

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147 links from 48 domains

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the client is  and so are we

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but there’s a trade off...this sort of content will befar less successfulthan

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zombies, bacon, cats, conspiracy theory, controversy or drama

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but that’s ok

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their CEO loves the content

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their customers love it

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This isn’t *just* content for links –this is content for their customers.They include it in email newsletters& other marketing activity.

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so content marketing is just using content forlink buildingright?

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wrong.

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remember I said I was an seo with problems?

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Problem 2.

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how do you ‘get found’ by customers whodon’t know theyneed you yet?

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SPEAKER NAME - EDIT FOOTER Using content marketing for Lead Generation

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Salesforcehave a strong domain & already rankwell for keywords customers are likely tosearch for when they’re ready to buy.

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but how could they attract customers higher upthe sales funnel who don’t know they need a tool like Salesforce yet?

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create content

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strong domain - it’ll likely rank

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we need to considermorethan just search engine visibility...

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because search enginesare notthe only way we find content

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so Salesforce created content people wouldwantto share

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then Salesforce let people know it was there

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via the corporateFacebook/Twitter/Google+accounts

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home page takeoverof the corporate site

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enlisted the help of15 expert advocates

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email newsletters

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guest blogging

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PR

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advertising onTwitterLinkedInGoogle Display Network

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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

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Results (you actually care about)• 6500 newsletter sign ups• 10,000 eBook downloadsSee - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b

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leads = money #justsayin’

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do links = money?

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Problem 3.

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rankings are great butno one’s buying

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SPEAKER NAME - EDIT FOOTER Conversion Rate Optimisation

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grosslysimplifiedCRO process

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sorry @pav

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find outwhy people buy&why they don’t

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figure out which benefitsaren’t being communicated & which objections aren’t being addressed

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create new pages totestimproved messaging against your current pageRead more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 

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end result?more money

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& your boss / client loves you

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right now you’re probably thinking

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wait, that’s CRO not content marketing

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SPEAKER NAME - EDIT FOOTER What is Content Marketing?

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it’s the creation and sharing of content in order to: attract, acquire and engage current and potential customerswith the objective of: driving profitable customer action

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it’s about creatingprofitablerelationships with customers

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not just link building...

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SPEAKER NAME - EDIT FOOTER Content Marketing Misconceptions

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misconception 1:content marketing is‘free’

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Cute? Surejust not true.

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also, it’s notcheap

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Cheap “SEO content” looks like this

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Cheap article marketing looks like this

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Cheap “articles” read like this

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the creation and sharing of content in order to: attract, acquire and engage current and potential customerswith the objective of: driving profitable customer action

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Misconception 2:when it comes to content marketingmore is more

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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

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misconception 3:content marketingbelongs on yourblog

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bandcamp.com - FAQs

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Misconception 4...if you build itthey will come...

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you are notKevin Costner...

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SPEAKER NAME - EDIT FOOTER Takeaways

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sometimes people don’t take seosseriously

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because often our activitiesaren’t fully alignedwith branding and marketing goals

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content marketing is a discipline thatcomplementsseo & we ought to leverage it

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because

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attracting, acquiring and engaging current and potential customerswith the objective of: driving profitable customer action

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is something your client / boss is going to

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significantlymore than

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it gives you and your clients; or you and your marketingdepartment / boss the opportunity to align your objectives,

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& stop fighting against each other

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thinkbeyondlinks

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thinkbeyondsearch engine traffic

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&make more money

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questions?hannah.smith@distilled.net@hannah_bo_banna

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Image CreditsZombies - 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.htmlControversy - 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/JBesS2cnAGoField of dreams - http://www.tumblr.com/tagged/field-of-dreams