SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
My 9:45 Presentation at WordCamp Miami #wcmia 2014. Discussing the concept that Content is CORE not King as content alone does not suffice. You need to add layers of support in the forms of Optimization, Socialization and Promotion to have content succeed online.
My 9:45 Presentation at WordCamp Miami #wcmia 2014. Discussing the concept that Content is CORE not King as content alone does not suffice. You need to add layers of support in the forms of Optimization, Socialization and Promotion to have content succeed online.
1.
Content Is Not King
IT’S CORE !
Presented by @JohnCarcutt
2.
Who is this guy?
Why should I take the time to listen to him?
John Carcutt
Director of SEO & Social Media
Advance Digital
Follow on Twitter @johncarcutt
• 12+ Years in SEO and Online Marketing
• SEO Educator & Speaker, National & Local Level
• Published on most major online search publications and news sites.
• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO
• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.
7.
The idea that
Content Is King
has been around for a while now.
8.
“Content is King”
Essay by Bill Gates
Jan 3 1996
“Content is where I expect
much of the real money will
be made on the Internet…”
9.
“Content is King”
Essay by Bill Gates
Jan 3 1996
“But the broad opportunities
for most companies involve
supplying information or
entertainment. No company
is too small to participate.”
10.
“Content is King”
Essay by Bill Gates
Jan 3 1996
“But the broad opportunities
for most companies involve
supplying information or
entertainment. No company
is too small to participate.
No individual will be precluded
from participating”
12.
The 7 Layers of Content
Interactive Based
Document Based
Software Based
Audio Based
Video Based
Image Based
Text Based
13.
The 7 Layers of Content
InteractiveDocumentsSoftwareAudioVideo
Text Based
• Blogs
• Sponsored
• Articles
• Email
• eBooks
• Brochures
• Manuals
• Case Studies
• Social Posts
• Guides
• Press Releases
• Data Sheets
• White Papers
• Workbooks
• Etc.
14.
684,478 Pieces of content shared on Facebook
2 million Search queries are made on Google
100,000 Tweets are sent
48 Hours of video are uploaded to YouTube
3,600 Photos are shared on Instagram
571 New websites are launched
Content in a Minute
15.
2+ Billion People Online
325 Billion Websites Online
162.5 Websites per Person
19.
ContentSocialization
Optimization
Promotion
You Must Help Content Stand Out
20.
Content
Optimization
Optimization Layer
1. Search Engine Optimization
2. Video Optimization
3. iTunes Optimization
4. App Store Optimization
5. etc. etc.
Content Discovery when searching is an
Active Process
21.
Content
Optimization
Optimization is
Ongoing …
26.
Content
Socialization
Socialization Layer
1. Seeding Content
2. Influence on Search
3. Sharing is the New Linking
4. Targeted Social Networks
Content Discovery in Social Media is a
Passive Process
30.
Content
Socialization
Controlled Sharing
• FaceBook Open Graph Protocol
• Twitter Cards
• A Variety of Plugins
31.
Content
Promotion
Promotion Layer
1. Online & Offline
2. Sponsored Content
3. Audience Targeting
4. Audience Re-Targeting
5. Paid Social Media
Content Discovery via Advertising is a
Targeted Process
38.
The Layers Recap
Optimization Layer
Allowing your content to be found when users are searching
for something specific.
Socialization Layer
Making your content available for display to users who are
browsing their social grid.
Promotion Layer
You reaching out to find specific users to interact with your
content.