1.
The Long Play of Content Strategy
Flickr: Jose Casimiro
Matthew Brown – Moz - @MatthewJBrown - SIC 2015

2.
Download this:
bit.ly/LongPlayContent

3.
My background
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz

4.
TFW you have to index BUZZFUDGE

5.
The Platforms

6.
Google

7.
Content “advice”
https://www.youtube.com/watch?v=y8s6Y4mx9Vw

8.
RankBrain: Moar AI
http://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/

9.
Facebook

10.
Buffer details its traffic loss
https://blog.bufferapp.com/lost-traffic

11.
Only 3% of News Feed is adshttp://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-is-promoted

12.
Reach. It can go away.
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect

13.
Quick note: Read John Herrman
The Content Wars: http://www.theawl.com/author/john-herrman

14.
Next up for FB = Notify:
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect

15.
Next up for FB = Search:
http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html

16.
The Storm
Flickr: MattysFlicks

17.
2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati

18.
Source: Content Marketing Institute

19.
10X Content
http://bit.ly/10Xcontent

20.
Is there one weird trick?

21.
Credit Due:
Cyrus and the Moz Audience Team

22.
Ranking
Factors

23.
Web
Developer’s
Cheat Sheet
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5

24.
Whiteboard
Friday

25.
Less effective: Daily blog posts

26.
Less effective: Beginner’s Guides

27.
The challenge:
‘Things other than SEO’

28.
But we’re in good hands?

29.
Community is more than just tactics

30.
They’re your
channel
experts

31.
Content Goals

32.
This is not a Content Goal

33.
Neither is This

34.
Loyalty

35.
Build
loyalty
through
return
visits
Source: Parse.ly

36.
Source: Poynter
5X was
Vulture’s
magic
number

37.
Source: Chartbeat
Content
attributes
that create
loyalty

38.
Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder

39.
Reality Check:
It can take 12-17
months
Source: Content Marketing Institute

40.
Source: Hubspot

41.
Across Moz Customers: Content
Creation Drops After Month One.

42.
Don’t play the
short game!