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A conversation aboutA conversation about:
#Smwckcontent
Content Marketing That Wins: Making
Brands, Readers AND Google Hap...
• Steve Radick (@sradick)
• Vice President, Public Relations
2
• Scott Smith (@ourmaninchicago)
• Vice President, Content ...
Content Marketing has so much
potential
3
How did it come to this?
4
Examples from the Condescending Corporate Brand Page
We’re in a content marketing
arms race
5
6
“The more content I can put out,
the more luck I have,” he says.
He’s redeployed an employee at
VaynerMedia, his social ...
Rather than creating useful content
for people, we’re creating
mountains of garbage for machines
7
Courtesy of Flickr user...
8
Email connected people
directly to other people
#Smwckcontent
9
And then marketers saw an
opportunity to make it more
efficient
#Smwckcontent
Websites connected people to
vast amounts of helpful
information
10
#Smwckcontent
And then marketers saw an
opportunity to make it more
efficient
11
#Smwckcontent
12
Social media was going to
change all that though
#Smwckcontent
13
And then marketers saw an
opportunity to make it more
efficient
#Smwckcontent
Branded content was going to
become the next evolution of
advertising
14
#Smwckcontent
And then marketers saw an
opportunity to make it more
efficient
15
#Smwckcontent
Stop trying to figure out the
tricks to gaming the system
16#Smwckcontent
Because the system will
change tomorrow
17
Courtesy of Flickr user woychukb
Courtesy of Flickr user chris fitz#Smwckcontent
The current way isn’t working anyway
18*Source: Forrester, March 2013 #Smwckcontent
We’ve now got the data and the
tools to scale actual conversations
and relationships
19
#Smwckcontent
Quality > Quantity
20
#Smwckcontent
Easier said than done
21
“We need more leads coming in!”
“Are we on Flayvr yet? We totally need to be on Flayvr!!”
“Why is...
When it comes to content, the
reader has to come first.
22
#Smwckcontent
Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s bus...
Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s bus...
Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s bus...
Trust: Sephora
26
#Smwckcontent
Trust: Sephora
An expert-driven, beauty-focused
community that connects with
individual consumers everywhere
#Smwckcontent
28
Usefulness: Amex Open
#Smwckcontent
29
Usefulness: Amex Open
A place for small businesses to
network
#Smwckcontent
Creating content for readers
 Who is our audience? (Who isn’t?)
 What do we want readers to do?
 What do readers want f...
Do more than tell a story, tell your
story
31
#Smwckcontent
Your brand produces content every day
• Your history
• Ideas that didn’t make the cut
• The “why” behind business decision...
Panera’s Hard Road Campaign
33
#Smwckcontent
“Never sacrifice the quality of your copy for
the sake of the search engines.”
- Matt Cutts, Head of Google's Webspam team...
Ultimately, good SEO is about providing a good user
experience and compelling content.
35
#Smwckcontent
1. Optimize Content Tech Environment
36
#Smwckcontent
2. Place the right keywords in right places
37
#Smwckcontent
3. Promote your content
38
#Smwckcontent
Content should be beneficial to your customer, reflective of
your brand, and optimized for Google
39
#Smwckcontent
Questions?
40
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Content Marketing That Wins: Making Brands, Readers AND Google Happy

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From Social Media Week Chicago 2013: Remember when a content marketing plan might have consisted of a single blog post a week? With consumers constantly bombarded with news and content via an ever-expanding array of media and social platforms, brands have been pressed into a “content arms race” that has them posting to blogs, Twitter, Facebook, Google+, Vine, Instagram, Pinterest, etc. every single day. They’re even using automated content creation and curation platforms to feed the beast and stay at the top of search rankings. But how much of this activity actually serves a brand’s business goals? Or truly engages consumers?

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Content Marketing That Wins: Making Brands, Readers AND Google Happy

  1. 1. A conversation aboutA conversation about: #Smwckcontent Content Marketing That Wins: Making Brands, Readers AND Google Happy September 21, 2013
  2. 2. • Steve Radick (@sradick) • Vice President, Public Relations 2 • Scott Smith (@ourmaninchicago) • Vice President, Content Marketing • Nick Papagiannis (@nikopapagiannis) • Vice President, Search Director @cramerkrasselt #Smwckcontent
  3. 3. Content Marketing has so much potential 3
  4. 4. How did it come to this? 4 Examples from the Condescending Corporate Brand Page
  5. 5. We’re in a content marketing arms race 5
  6. 6. 6 “The more content I can put out, the more luck I have,” he says. He’s redeployed an employee at VaynerMedia, his social media consultancy, to “shadow my life” by following him to record his remarks and turn them into social media content.” - Gary Vaynerchuk in Forbes, June 2013 #Smwckcontent
  7. 7. Rather than creating useful content for people, we’re creating mountains of garbage for machines 7 Courtesy of Flickr user basmati – authentic help
  8. 8. 8 Email connected people directly to other people #Smwckcontent
  9. 9. 9 And then marketers saw an opportunity to make it more efficient #Smwckcontent
  10. 10. Websites connected people to vast amounts of helpful information 10 #Smwckcontent
  11. 11. And then marketers saw an opportunity to make it more efficient 11 #Smwckcontent
  12. 12. 12 Social media was going to change all that though #Smwckcontent
  13. 13. 13 And then marketers saw an opportunity to make it more efficient #Smwckcontent
  14. 14. Branded content was going to become the next evolution of advertising 14 #Smwckcontent
  15. 15. And then marketers saw an opportunity to make it more efficient 15 #Smwckcontent
  16. 16. Stop trying to figure out the tricks to gaming the system 16#Smwckcontent
  17. 17. Because the system will change tomorrow 17 Courtesy of Flickr user woychukb Courtesy of Flickr user chris fitz#Smwckcontent
  18. 18. The current way isn’t working anyway 18*Source: Forrester, March 2013 #Smwckcontent
  19. 19. We’ve now got the data and the tools to scale actual conversations and relationships 19 #Smwckcontent
  20. 20. Quality > Quantity 20 #Smwckcontent
  21. 21. Easier said than done 21 “We need more leads coming in!” “Are we on Flayvr yet? We totally need to be on Flayvr!!” “Why is our blog traffic down? Make sure you post more so we get that back up!” “I just saw that Brand X had 1,000 Likes on a Keep Calm and Carry On poster – I want us to do that too!” “If you’re going to create new content, that all needs to go through Legal before it gets published and that takes 2-3 weeks” “We need to have more likes than our competition” #Smwckcontent
  22. 22. When it comes to content, the reader has to come first. 22 #Smwckcontent
  23. 23. Great content will: • Build trust with users through usefulness • Drive measurable consumer action • Satisfy a brand’s business needs 23 #Smwckcontent
  24. 24. Great content will: • Build trust with users through usefulness • Drive measurable consumer action • Satisfy a brand’s business needs 24 #Smwckcontent
  25. 25. Great content will: • Build trust with users through usefulness • Drive measurable consumer action • Satisfy a brand’s business needs 25 #Smwckcontent
  26. 26. Trust: Sephora 26 #Smwckcontent
  27. 27. Trust: Sephora An expert-driven, beauty-focused community that connects with individual consumers everywhere #Smwckcontent
  28. 28. 28 Usefulness: Amex Open #Smwckcontent
  29. 29. 29 Usefulness: Amex Open A place for small businesses to network #Smwckcontent
  30. 30. Creating content for readers  Who is our audience? (Who isn’t?)  What do we want readers to do?  What do readers want from us? (Do we have it?)  What assets do we have – people, places, things?  How do they talk about us when they think we’re not listening? (Are we?) 30 What do we have to offer that no one else does? #Smwckcontent
  31. 31. Do more than tell a story, tell your story 31 #Smwckcontent
  32. 32. Your brand produces content every day • Your history • Ideas that didn’t make the cut • The “why” behind business decisions • Challenges • Your culture • New product uses • Requests for feedback • Your causes 32 #Smwckcontent
  33. 33. Panera’s Hard Road Campaign 33 #Smwckcontent
  34. 34. “Never sacrifice the quality of your copy for the sake of the search engines.” - Matt Cutts, Head of Google's Webspam team 34 #Smwckcontent
  35. 35. Ultimately, good SEO is about providing a good user experience and compelling content. 35 #Smwckcontent
  36. 36. 1. Optimize Content Tech Environment 36 #Smwckcontent
  37. 37. 2. Place the right keywords in right places 37 #Smwckcontent
  38. 38. 3. Promote your content 38 #Smwckcontent
  39. 39. Content should be beneficial to your customer, reflective of your brand, and optimized for Google 39 #Smwckcontent
  40. 40. Questions? 40

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