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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_bannaSeptember 2012 @hannah_bo_banna Distilled.net
  2. 2. Hannah SmithSEO Consultant – Distilledhannah.smith@distilled.net@hannah_bo_bannaSEOmoz Associate & SEOChick.No longer has red hair.
  3. 3. I set myself a challenge...talk aboutcontentmarketing
  4. 4. without mentioning...old spicedollar shave clubok cupidoyster
  5. 5. becauseyou’ve heardit before
  6. 6. #yawn
  7. 7. everybody’s talking about content marketing
  8. 8. butwhat the hellis it?
  9. 9. &why should you care?
  10. 10. hopefully this presentation will help
  11. 11. I am anseo
  12. 12. withproblems
  13. 13. which I’mhoping
  14. 14. you canrelate to
  15. 15. Problem 1.
  16. 16. Problem 1.I need to buildlinks
  17. 17. (sometimes) my clients reject my link building ideas & thereforepreventme from building links
  18. 18.
  19. 19. why?
  20. 20. we’revictimsof our own success...
  21. 21. we know whatthelinkerati <3
  22. 22. 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...
  23. 23. the lesson?
  24. 24. content needs to supportbrand 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. BUTthe client did not want their brand associated withzombies, bacon, cats,conspiracy theory,controversy or drama
  28. 28. solution - support the brand’s positioning as the small business champion
  29. 29. handily enoughthey were already creating some content...
  30. 30. we figured we could help by creating remarkable content
  31. 31. that would support their brand position asthe small business champion
  32. 32. & that would support theirexisting 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 befar less successfulthan
  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 forlink buildingright?
  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 whodon’t know theyneed you yet?
  48. 48. SPEAKER NAME - EDIT FOOTER Using content marketing for Lead Generation
  49. 49. Salesforcehave a strong domain & already rankwell for keywords customers are likely tosearch for when they’re ready to buy.
  50. 50. but how could they attract customers higher upthe 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 considermorethan just search engine visibility...
  54. 54. because search enginesare notthe only way we find content
  55. 55. so Salesforce created content people wouldwantto share
  56. 56. then Salesforce let people know it was there
  57. 57. via the corporateFacebook/Twitter/Google+accounts
  58. 58. home page takeoverof the corporate site
  59. 59. enlisted the help of15 expert advocates
  60. 60. email newsletters
  61. 61. guest blogging
  62. 62. PR
  63. 63. advertising onTwitterLinkedInGoogle 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 downloadsSee - 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 butno one’s buying
  70. 70. SPEAKER NAME - EDIT FOOTER Conversion Rate Optimisation
  71. 71. grosslysimplifiedCRO process
  72. 72. sorry @pav
  73. 73. find outwhy people buy&why they don’t
  74. 74. figure out which benefitsaren’t being communicated & which objections aren’t being addressed
  75. 75. create new pages totestimproved messaging against your current pageRead 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 customerswith the objective of: driving profitable customer action
  82. 82. it’s about creatingprofitablerelationships 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? Surejust not true.
  87. 87. also, it’s notcheap
  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 customerswith the objective of: driving profitable customer action
  92. 92. Misconception 2:when it comes to content marketingmore 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 marketingbelongs on yourblog
  95. 95. bandcamp.com - FAQs
  96. 96. Misconception 4...if you build itthey will come...
  97. 97. you are notKevin Costner...
  98. 98. SPEAKER NAME - EDIT FOOTER Takeaways
  99. 99. sometimes people don’t take seosseriously
  100. 100. because often our activitiesaren’t fully alignedwith branding and marketing goals
  101. 101. content marketing is a discipline thatcomplementsseo & we ought to leverage it
  102. 102. because
  103. 103. attracting, acquiring and engaging current and potential customerswith the objective of: driving profitable customer action
  104. 104. is something your client / boss is going to
  105. 105. significantlymore than
  106. 106. it gives you and your clients; or you and your marketingdepartment / boss the opportunity to align your objectives,
  107. 107. & stop fighting against each other
  108. 108. thinkbeyondlinks
  109. 109. thinkbeyondsearch engine traffic
  110. 110. &make more money
  111. 111. questions?hannah.smith@distilled.net@hannah_bo_banna
  112. 112. 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

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