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HOW TO EXIT
THE CONTENT MARKETING
STRUGGLE BUS
Ronell Smith
ronell.smith@moz.com | @ronellsmith
The Negotiator
Heat
Hannibal Lecter
Hannibal Lecter
Engagement is a POOR
CHOICE for a goal.
How can this be?
WCG
The struggle is real
Forrester
96% of B2B marketers flopping!
Engagement should be
a goal; it shouldn’t
be the goal.
Using	
  engagement	
  as	
  a	
  core	
  metric	
  
is	
  an	
  excuse	
  for	
  being	
  unwilling	
  to	
  
iden5fy	
  why	
  your	
  site	
  exists.	
  	
  
–	
  Avinash	
  Kaushik,	
  Google	
  
Spy on content popularity and type
Peruse
Google for
additional
details
Find links to popular content
#1 — How To Create
Engaging Content
Right Content
Right
Content
Right Content
Right Content
Right Content
Right Content
QUESTIONS?
Brand Trust Is An Essential
Element
Taking trust to the extreme
Positive ubiquity
I’m	
  here	
  
	
  for	
  you.	
  
Don’t	
  make	
  	
  
this	
  creepy.	
  
Steve Jobs 

humanized
the iPhone
launch
Allstate
makes buying
insurance
interesting
Blendtec’s
CEO excited
us about a
boring
product
300M
views on
YouTube
Crazy,	
  
right?	
  
Opportunities beyond the top 10
YouMoz
Brand bias can work for your
brand
#2 — How To Make
Brand Trust Work For
You
Brand Trust
Brand Trust
Brand Trust
QUESTIONS?
Whatchu	
  talkin’	
  
	
  ‘bout,	
  Ronell?	
  
Where the journey typically begins
There’s A Better
Way
Yawn…	
  
P.O.U.N.D
POUND
Network diffusion at work
Old	
  Way:	
  
BUILD	
  links	
  
to	
  CONTENT	
  	
  
Comdata
SVS
Link
Link
Link Link
Link Link
Link
Link
Website
Content
Link
New	
  way:	
  
SHARE	
  content	
  
to	
  RELEVANT	
  
social	
  streams	
  
Links
Content
Website	
  
Content	
  	
  
Links
Links
Links
Content
Content
Content
Content Loyalty: The Prize We Should
All Be Fighting For
The	
  shortest	
  path	
  to	
  a	
  sustainable	
  
content	
  strategy	
  is	
  to	
  create	
  content	
  
loyalty.	
  —MaXhew	
  J.	
  Brown,	
  Moz	
  
Your time is limited
A social hit buys you a little more tim
Your	
  
opportunity	
  
Parse.ly
Vulture’s
magic
number:
5X
Chartbeat
Content
attributes
that lead to
loyalty
Hubspot
The bad news is the
good news: It’s a
12-17 month process
The	
  majority	
  of	
  brands	
  will	
  con5nue	
  to	
  
crash	
  and	
  burn	
  because	
  they	
  lack	
  the	
  
consistency	
  or	
  the	
  pa5ence	
  to	
  build	
  a	
  
loyal	
  audience.	
  —Joe	
  Pulizzi,	
  	
  
Content	
  Marke5ng	
  Ins5tute	
  	
  
Content Marketing Institute
Begin with a
CONTENT AUDIT
You	
  CAIN’T	
  be	
  
serious!	
  
An in-depth process
Mike King Content Audit Template
Calculating content ROI
Content	
  ROI	
  Calculator	
  
BuzzSumo
BuzzSumo
A simplified but valuable approach
Moz Content
Moz Content detailed info
Moz	
  Content	
  topics	
  data	
  
Moz Content’s Content Search
Moz Content’s Content Search
# 3 — Making Content
Loyalty Work For Your
Brand
Content Loyalty
Content Loyalty
Content Loyalty
Content Loyalty
QUESTIONS?
There is no such thing as
can’t!
Tools
•  Open	
  Site	
  Explorer	
  
•  BuzzSumo	
  
•  Moz	
  Content	
  
•  Keyword Explorer
Ronell SmithRonell Smith
ronell.smith@moz.com| @ronellsmith
THANK YOU

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