1.
The Different Worlds of
SEO and Content Strategy
Matthew Brown – Moz - @MatthewJBrown

2.
Download this:
bit.ly/SEOlovesContent

3.
Who the heck is this dude?
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz

4.
10 blue links were common

5.
Ranking was less complicated

6.
Now Google looks like this

7.
And they are not big fans of SEO

8.
Google’s advice for Content/SEO
https://www.youtube.com/watch?v=y8s6Y4mx9Vw

9.
Our reaction: MAKE MORE CONTENT

10.
Content Strategy:
The strategic planning and management of
content creation and distribution for maximum
effectiveness. Content strategy involves
elements of user experience – designing content
that is user-friendly and meets user needs.
Source: Loz James - http://bit.ly/1rjf2g2

11.
2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati

12.
67% of marketers deem
blog posts or articles as
the most effective content
format

13.
Content Strategy and Content Curation

14.
FB: 25% of social traffic. 1.3M shares/min
http://bit.ly/1LCSdl6

15.
Source: Wikihow

16.
May I interest you in some content?

17.
79% of marketers report
their orgs are shifting
to branded content
Source: Forrester Research

18.
NYT paid
post was 35%
of their
shares in the
vertical Source: Hubspot

19.
NPR paid
post was
55% of their
shares in
the vertical
Source: Hubspot

20.
This makes life harder for Google

21.
What the hell is
“great content”?
(and is it SEO?)

22.
Target a
specific
persona
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5

23.
Recent and
Relevant
Chegg - http://bit.ly/cheggcontent

24.
The
Long
Play
Wait But Why

25.
The unicorn:
10X content
Moz’s Beginner’s Guide
http://bit.ly/1GRCya4

26.
A great list of “10X content”
http://bit.ly/10Xcontent

27.
You gotta
stand out

28.
Make it about me

29.
Break the standard article template

30.
This isn’t out of reach
Scroll Page Horizontally with Mouse Wheel
http://bit.ly/1IIaQCj

31.
Whoa..you
can type
code here!

32.
It makes
hard
concepts fun
to grasp

33.
Linkable assets

34.
It knows its personas

35.
Attention span

36.
Life after publish

37.
It's about me

38.
It hit all the distribution channels

39.
You need a content goal

40.
This is NOT a content goal

41.
Buzzfeed’s
P.O.U.N.D.
http://twitter.com/daozers

42.
How network diffusion works
http://bzfd.it/1GTi2u1

43.
Old way:
Get all the
links and
shares to
the hub

44.
New way:
Publish to
all the
streams
that work for
your audience

45.
The Goal: Loyalty

46.
You’ve got precious little time for initial PVs

47.
It improves a little if your traffic is 20% social

48.
Build
loyalty
through
return
visits
Source: Parse.ly

49.
Source: Poynter
5X was
Vulture’s
magic
number

50.
Source: Chartbeat
Content
attributes
that create
loyalty

51.
Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder

52.
The bad news:
It can take 12-17
months
Source: Content Marketing Institute

53.
Tools: Content Audits
Great guides here from ipullrank, Buffer, and Inflow

54.
SEMrush
Tools: SEMRush to check competition

55.
Tools: ROI Calculator for scope
Siege Media

56.
Tools: Buzzsumo for measurement
Buzzsumo

57.
Tools: Rolled-up metric to track

58.
Moz Content
Coming soon: Automation for
these content challenges

59.
The good news:
Google is headed where
you’re headed