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Content Marketing Master Class - Ronell Smith, Moz

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How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority.

In this session marketers will walk away knowing…
- Why content loyalty is important and how it helps all areas of the business
- What types of content inspires loyalty
- How to create content that moves the needle for their brand

Published in: Marketing
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Content Marketing Master Class - Ronell Smith, Moz

  1. 1. HOW TO EXIT THE CONTENT MARKETING STRUGGLE BUS Ronell Smith ronell.smith@moz.com | @ronellsmith
  2. 2. The Negotiator
  3. 3. Heat
  4. 4. Hannibal Lecter
  5. 5. Hannibal Lecter
  6. 6. Engagement is a POOR CHOICE for a goal.
  7. 7. How can this be? WCG
  8. 8. The struggle is real Forrester
  9. 9. 96% of B2B marketers flopping!
  10. 10. Engagement should be a goal; it shouldn’t be the goal.
  11. 11. Using  engagement  as  a  core  metric   is  an  excuse  for  being  unwilling  to   iden5fy  why  your  site  exists.     –  Avinash  Kaushik,  Google  
  12. 12. Spy on content popularity and type
  13. 13. Peruse Google for additional details
  14. 14. Find links to popular content
  15. 15. #1 — How To Create Engaging Content
  16. 16. Right Content
  17. 17. Right Content
  18. 18. Right Content
  19. 19. Right Content
  20. 20. Right Content
  21. 21. Right Content
  22. 22. QUESTIONS?
  23. 23. Brand Trust Is An Essential Element
  24. 24. Taking trust to the extreme
  25. 25. Positive ubiquity
  26. 26. I’m  here    for  you.   Don’t  make     this  creepy.  
  27. 27. Steve Jobs 
 humanized the iPhone launch
  28. 28. Allstate makes buying insurance interesting
  29. 29. Blendtec’s CEO excited us about a boring product
  30. 30. 300M views on YouTube Crazy,   right?  
  31. 31. Opportunities beyond the top 10 YouMoz
  32. 32. Brand bias can work for your brand
  33. 33. #2 — How To Make Brand Trust Work For You
  34. 34. Brand Trust
  35. 35. Brand Trust
  36. 36. Brand Trust
  37. 37. QUESTIONS?
  38. 38. Whatchu  talkin’    ‘bout,  Ronell?  
  39. 39. Where the journey typically begins
  40. 40. There’s A Better Way
  41. 41. Yawn…  
  42. 42. P.O.U.N.D POUND
  43. 43. Network diffusion at work
  44. 44. Old  Way:   BUILD  links   to  CONTENT     Comdata SVS Link Link Link Link Link Link Link Link Website Content Link
  45. 45. New  way:   SHARE  content   to  RELEVANT   social  streams   Links Content Website   Content     Links Links Links Content Content Content
  46. 46. Content Loyalty: The Prize We Should All Be Fighting For
  47. 47. The  shortest  path  to  a  sustainable   content  strategy  is  to  create  content   loyalty.  —MaXhew  J.  Brown,  Moz  
  48. 48. Your time is limited
  49. 49. A social hit buys you a little more tim
  50. 50. Your   opportunity   Parse.ly
  51. 51. Vulture’s magic number: 5X Chartbeat
  52. 52. Content attributes that lead to loyalty
  53. 53. Hubspot
  54. 54. The bad news is the good news: It’s a 12-17 month process
  55. 55. 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
  56. 56. Begin with a CONTENT AUDIT
  57. 57. You  CAIN’T  be   serious!  
  58. 58. An in-depth process Mike King Content Audit Template
  59. 59. Calculating content ROI Content  ROI  Calculator  
  60. 60. BuzzSumo
  61. 61. BuzzSumo
  62. 62. A simplified but valuable approach
  63. 63. Moz Content
  64. 64. Moz Content detailed info
  65. 65. Moz  Content  topics  data  
  66. 66. Moz Content’s Content Search
  67. 67. Moz Content’s Content Search
  68. 68. # 3 — Making Content Loyalty Work For Your Brand
  69. 69. Content Loyalty
  70. 70. Content Loyalty
  71. 71. Content Loyalty
  72. 72. Content Loyalty
  73. 73. QUESTIONS?
  74. 74. There is no such thing as can’t!
  75. 75. Tools •  Open  Site  Explorer   •  BuzzSumo   •  Moz  Content   •  Keyword Explorer
  76. 76. Ronell SmithRonell Smith ronell.smith@moz.com| @ronellsmith THANK YOU

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