Creating Blockbuster Content By Brent Csutoras

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Smx Advanced 2014 Session #Smx #21C - Creating Blockbuster Contentpresentation Creating Blockbuster Content By Brent Csutoras @Brentcsutoras Of Kairay Media

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Creating Blockbuster Content By Brent Csutoras

  1. 1. www.kairaymedia.com
  2. 2. Quality > Quantity www.kairaymedia.com Before: More Content = More Success • Traffic, Links, Rankings, Signals • Just good enough standard
  3. 3. Quality > Quantity www.kairaymedia.com Now: Focus Shift Towards Real Quality (Too much content) • Google Panda was released in February 2011 (currently on V4). The change aimed to lower the rank of "low-quality sites" or "thin sites”.
  4. 4. Quality > Quantity www.kairaymedia.com Now: Focus Shift Towards Real Quality (Too much content) • Facebook Timeline Changes • Announces effort to show higher quality content - Aug 2013 • Determined by survey and signals • Introduces ‘story bumping’ – Aug 2013 • ‘we’re updating bumping to highlight stories with new comments.’ – Dec 2013 • Reduce Meme and 3rd Party Images – Dec 2013 • Reduce (penalize) Like-baiting content – Apr 2014 • Reduce automatic third-party shares and updates – May 2014
  5. 5. Quality > Quantity www.kairaymedia.com Future: Quality is Relative to You • Mobile Friendly • Loads Fast • Social signals • Author Rank • Engagement!
  6. 6. What is Quality? www.kairaymedia.com • Quality is in the eye of the reader • Quality varies from person to person • Quality is defined by your goals • Exceptions to the rule, don’t negate the rules
  7. 7. What is Quality? www.kairaymedia.com • Resourceful, Helpful, Interesting • Infographics, How-To Guides, Long Form Content
  8. 8. What Determines Quality? www.kairaymedia.com • Social Signals • Source / Author • Author Rank • Engagement Always been in our minds… Now coded
  9. 9. Quality Content is Rare www.kairaymedia.com • Problems • Lazy (looking for just good enough) • Don’t know what quality is • Writing about wrong topics • Not writing for the reader This Creates Opportunity for YOU!
  10. 10. How to Create Quality Content www.kairaymedia.com • Coming Up With Ideas • Determine What Works (Research) • Find the Balance • Be the Resource! • Expand Your Concept • Format • Remove the Roadblocks
  11. 11. Coming Up With Ideas www.kairaymedia.com • What Sells? Profitable? • Then look to related popular topics • Keyword Research • Tools, Adwords, etc • Tags • Twitter, Facebook, Google+, Blogs, etc… • Search Engines • Best, Greatest, Top 10 (15,20,25,etc) • Social Sites • Reddit, Care2, Google+ • Include Everyone!
  12. 12. Determine What Works www.kairaymedia.com • Social Signals • Enagagement • Facebook, Google+, Twitter • Comments • Facebook, Google+, Site Content
  13. 13. Determine What Works www.kairaymedia.com • Inbound Links • Especially if you want natural links • Webmaster Tools (Bing & Google) • Moz, Technorati, etc • Google search URL or Title • Continue Testing • Review comments, signals, and analytics • Try new things
  14. 14. Find the Balance www.kairaymedia.com • Not Unrelated, Not Too Commercial
  15. 15. Be A Resource! www.kairaymedia.com • Solve a problem, question, or curiosity • Support forums • Customer reviews • Obvious gaps in industry
  16. 16. Be A Resource! www.kairaymedia.com • Buy process importance • 81% of US respondents indicated posts from their friends directly influenced their purchase decision ~ Forbes
  17. 17. Be A Resource! www.kairaymedia.com Evolving Buy Cycle • Buyers are 66% to 90% done with buying process before visiting vendor ~ Forrester “Buyers of business products and services are online, in social channels, on YouTube, going to events, and evaluating options on their iPads and smartphones.”
  18. 18. Be A Resource! www.kairaymedia.com Evolving Buy Cycle The buyer’s journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use as a graphical representation.
  19. 19. Expand Your Concept www.kairaymedia.com It Can Always Be Better! • More to the story? • Happened before? • Does it relate to current events? • Unanswered questions? • Quick Search and Social lookup • Add quotes and references • Link out to related information Be at least a little better than the competition.
  20. 20. Format www.kairaymedia.com • Provide Quotable, Shareable, Linkable Text Excerpts
  21. 21. Format www.kairaymedia.com • Break Paragraphs for Easy Skimming • One idea per paragraph
  22. 22. Format www.kairaymedia.com • Use bulleted lists
  23. 23. Format www.kairaymedia.com • Use Images to: • Summarize Concepts • Break Up Content • Provide Something to Share in Social
  24. 24. Format www.kairaymedia.com • Check Mobile View • Can they share it? • Can they read it? • mobiletest.me • Check Load Speed • developers.google.com/speed /pagespeed/insights/
  25. 25. Remove the Roadblocks www.kairaymedia.com • Avoid (When Possible) • Anything Audible
  26. 26. Remove the Roadblocks www.kairaymedia.com • Avoid (When Possible) • Commercial Elements • Shopping Cart Buttons • Navigational / Categories • Large Contact Numbers • Referral based?
  27. 27. Remove the Roadblocks www.kairaymedia.com • Pop-ups • Signups, Follow Us, Advertisements • Know your audience
  28. 28. Remove the Roadblocks www.kairaymedia.com • Outdated Features • Calendar, Tag Cloud, Counters, Old Social Buttons • Distractions from Content • Ads in content
  29. 29. Connect With Me… Facebook.com/kairaymedia Facebook.com/brentcsutoras +kairaymedia +brentcsutoras @kairaymedia @brentcsutoras www.kairaymedia.com www.kairaymedia.com

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