Making Cool Sh!t Isn't Content Marketing

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Making Cool Sh!t Isn't Content Marketing

  1. 1. Making Cool Sh!t Isn’t Content Marketing MARCH 5, 2013: DISTILLED SEATTLE MEETUPADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO
  2. 2. What many SEOs thinkcontent marketing is…
  3. 3. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  4. 4. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  5. 5. And this is aproblem because…
  6. 6. MISSING HUGE OPPORTUNITIES TO… • Create flywheel • Improve brand + credibility • Earn consumer trust • Bring consumers into funnel • Increase long-term organic traffic • Diversify marketing plan@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  7. 7. What contentmarketing actually is…
  8. 8. “ 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@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  9. 9. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  10. 10. Get to know yourself…
  11. 11. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  12. 12. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  13. 13. Get to know the funnel…
  14. 14. DISCOVERY TRIGGER SEARCH YOUR CONSIDERATION BRAND PURCHASE STAY@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  15. 15. Get to know your audience…
  16. 16. PERSONA RESEARCH KEYWORD RESEARCH ANALYTICS RESEARCH YOUR AUDIENCE@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  17. 17. Get to know your brand…
  18. 18. @ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  19. 19. This ain’t real…
  20. 20. BRAND MESSAGE:• Not your dad’s system• More than an expense• Simple & easyRESULTS:• 5% lower bounce rate• 15% more organic traffic• 10x more likely to purchase• 40 partner links, no outreach• Improve rankings to 1st page@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  21. 21. audience + brand =epic sh!t content marketing
  22. 22. Need Links Pitch Epic Sh!t Audience Brand Strategize Create@ADRIASARACINO Making Cool Sh!t Isn’t Content Marketing
  23. 23. THANK YOU! ADRIA.SARACINO@DISTILLED.NETADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO

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