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Why Making Cool Sh!t Isn't Content Marketing - Adria Saracino

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Many marketers think content marketing is a synonym for link building, and that it requires pumping up the most epic content ideas ever that will win the internet. Learn what content marketing REALLY is and how to differentiate the noise crap the gold.

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Why Making Cool Sh!t Isn't Content Marketing - Adria Saracino

  1. 1. Making Cool Sh!t Isn’t Content Marketing AUGUST 8, 2013: SAN DIEGO SEO MEETUP ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO
  2. 2. What many SEOs think content marketing is…
  3. 3. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  4. 4. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  5. 5. And this is a problem because…
  6. 6. MISSING HUGE OPPORTUNITIES TO… 1. Create flywheel 2. Improve brand + credibility 3. Earn consumer trust 4. Bring consumers into funnel 5. Increase long-term organic traffic 6. Diversify marketing plan Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  7. 7. What content marketing actually is…
  8. 8. “ Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO A technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action.” - Joe Pulizzi, Content Marketing Institute Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.” - Michael Brenner, Sr. Director Marketing & Content Strategy at SAP “
  9. 9. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  10. 10. Get to know yourself…
  11. 11. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  12. 12. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  13. 13. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO DISCOVERY TRIGGER SEARCH CONSIDERATION PURCHASE STAY YOUR BRAND
  14. 14. Get to know your brand…
  15. 15. ASK YOURSELF… 1. How are we currently performing? 2. What’s our USP? 3. What are our competitors doing? 4. What do we want to say? 5. What goals do we have? Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  16. 16. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  17. 17. Get to know your audience…
  18. 18. LEARN ABOUT YOUR CUSTOMERS… 1. What’s their typical purchasing journey? 2. What’s their needs and frustrations? 3. How do they prefer to shop? 4. How much money do they have? 5. What type of search queries do they use? 6. How do they currently behave on your site? Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
  19. 19. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO Fix-It Frank, Technical Supervisor Identifiers SNAPSHOT 39-year-old male Income = $90,000 Married, no children Been at company 20 years Company size = 250+ Fleet size = 500+  Opinionated, non-confrontational but will voice how he feels.  Pulled in multiple directions at work, gets overwhelmed easily.  Has a fix-it mentality; likes to know how everything works. Is knowledge hungry.  Savvy researcher & internet user. Sources of Influence Price vs. Need Past Experience Reviews Challenges  His job is overwhelming –“It’s hard to keep up.”  It’s difficult to affect change internally; his company is too slow-moving.  Corporate office makes decisions that impact his team’s job performance.
  20. 20. This ain’t real…
  21. 21. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO BRAND MESSAGE: • Not your dad’s system • More than an expense • Simple & easy RESULTS: • 5% lower bounce rate • 15% more organic traffic • 10x more likely to purchase • 40 partner links, no outreach • Improve rankings to 1st page
  22. 22. audience + brand = epic sh!t content marketing
  23. 23. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO Audience Brand Strategize Create Need Links Epic Sh!tPitch
  24. 24. THANK YOU! ADRIA.SARACINO@DISTILLED.NET ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO

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