Content Marketing - Beyond the Bullshit

Content Marketing
                Beyond the Bullshit

 Think Visibility     Hannah Smith Smith
                              Hannah           @hannah_bo_banna
September 2012   @hannah_bo_banna
                               Distilled.net
Hannah Smith
SEO Consultant – Distilled
hannah.smith@distilled.net
@hannah_bo_banna


SEOmoz Associate & SEOChick.

No longer has red hair.
I set myself a challenge...




talk about
content
marketing
without mentioning...



old spice
dollar shave club
ok cupid
oyster
because




you’ve heard
it before
#yawn
everybody’s talking about




                content
               marketing
but




what the hell
is it?
&




why   should you care?
hopefully this presentation will help
I am an




seo
with
problems
which I’m




hoping
you can




relate to
Problem 1.
Problem 1.

I need to build




links
(sometimes) my clients reject my link building ideas & therefore




prevent
me from building links

why?
we’re




victims
of our own success...
we know what




the
linkerati <3
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
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...
Content Marketing - Beyond the Bullshit
the lesson?
content needs to support



brand positioning
SPEAKER NAME - EDIT FOOTER




                             Using Content
                              Marketing to
                             support brand
                              positioning…
Content Marketing - Beyond the Bullshit
it’s a tough niche & we


*need* links
BUT
the client did not want their brand associated with


zombies, bacon, cats,
conspiracy theory,
controversy or drama
solution - support the brand’s positioning as


    the small business
            champion
handily enough
they were already creating some content...
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
we figured we could help by creating


                 remarkable
                    content
that would support their brand position as


the small business
        champion
& that would support their


existing content
        strategy
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
411   links




              from   111   domains
Content Marketing - Beyond the Bullshit
160   links




              from   36   domains
Content Marketing - Beyond the Bullshit
147   links




              from   48   domains
the client is
                
                and so are we
but there’s a trade off...

this sort of content will be



far less successful
than
zombies, bacon, cats,
  conspiracy theory,
         controversy
           or drama
but that’s ok
their CEO loves
   the content
their customers
          love it
This isn’t *just* content for links –
this is content for their customers.

They include it in email newsletters
& other marketing activity.
so content marketing is just using content for




link building
right?
wrong.
remember I said I was an seo with

      problems?
Problem 2.
how do you ‘get found’ by customers who




don’t know they
need you yet?
SPEAKER NAME - EDIT FOOTER




                              Using content
                              marketing for
                             Lead Generation
Salesforce
have a strong domain & already rank
well for keywords customers are likely to
search for when they’re ready to buy.
but
 how could they attract customers higher up
the sales funnel who don’t know they need a
                     tool like Salesforce yet?
create content
strong domain -
  it’ll likely rank
we need to consider


more
than just search engine visibility...
because search engines


are not
the only way we find content
Content Marketing - Beyond the Bullshit
so Salesforce created content people would



want
to share
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
then Salesforce let people know it was there
via the corporate
Facebook/Twitter/Google+
accounts
home page takeover
of the corporate site
enlisted the help of
15 expert advocates
email newsletters
guest blogging
PR
advertising on
Twitter
LinkedIn
Google Display Network
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
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
leads = money
         #justsayin’
do links = money?
Problem 3.
rankings are great but



no one’s buying
SPEAKER NAME - EDIT FOOTER




                             Conversion Rate
                              Optimisation
Content Marketing - Beyond the Bullshit
grossly
simplified
CRO process
sorry @pav
find out

why people buy
&

why they don’t
figure out which
                          benefits

aren’t being communicated
                         & which
                       objections

    aren’t being addressed
create new pages to



test
improved messaging against your current page


Read more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav 
end result?


more money
& your boss / client loves you
right now you’re probably thinking
wait, that’s CRO not


              content marketing
SPEAKER NAME - EDIT FOOTER




                             What is Content
                              Marketing?
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
it’s about creating

profitable
relationships
                      with


                             customers
not just link building...
SPEAKER NAME - EDIT FOOTER




                             Content Marketing
                              Misconceptions
misconception 1:

content marketing is


‘free’
Content Marketing - Beyond the Bullshit
Cute? Sure


just not true.
also, it’s not


cheap
Cheap “SEO content” looks like this
Cheap article marketing looks like this
Cheap “articles” read like this
Content Marketing - Beyond the Bullshit
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
Misconception 2:
when it comes to content marketing


more is more
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
misconception 3:

content marketing
belongs on your

blog
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
bandcamp.com - FAQs
Misconception 4...




if you build it
they will come...
you are not
Kevin Costner...
SPEAKER NAME - EDIT FOOTER




                             Takeaways
sometimes people don’t take seos




seriously
because often our activities


aren’t fully aligned
with branding and marketing goals
content marketing is a discipline that




complements
seo & we ought to leverage it
because
attracting, acquiring and engaging
               current and potential customers

with the objective of:

             driving profitable customer action
is something your client / boss is going to
significantly




more than
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
Content Marketing - Beyond the Bullshit
it gives you and your clients; or you and your marketing
department / boss the opportunity to


      align your objectives,
& stop fighting
     against each other
think



beyond
links
think



beyond
search engine traffic
&
make more money
questions?
hannah.smith@distilled.net
@hannah_bo_banna
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
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Content Marketing - Beyond the Bullshit

Editor's Notes

  1. 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!
  2. 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?