The Season of our Discontent Marketing

Michael King
Director of Inbound Marketing @iPullRank

Then I found this quote.
It matched my feeling and almost my typography…

iacquire.com @iPullRank

This talk isn’t about google…


THIS TALK IS
ABOUT PEOPLE.
The people that are consuming the “content” that we are pumping out on a daily basis.
The people being inundated with guest post requests. The people of the web
@iPullRank

CONTENT MARKETING IS THE
TROJAN HORSE OF MARKETING

Date @iPullRank

BUT IN SEO,
CONTENT
MARKETING IS
JUST A EUPHEMISM
FOR LINK BUILDING
@iPullRank

YOU USED TO
BUILD LINKS…


now you do “content marketing”


YET THE SEO
INDUSTRY
SHOWCASES
THE WORK
OF AD
AGENCIES…

Dollar shave club.
BBH showcased this at Cannes.


Coca cola 2020.
Good grief, It’s Coca Cola


Old spice.
Wieden+Kennedy did this.


BUT SEO GOES
AND DOES MORE
OF THIS…


SEO IS ACTUALLY VERY CAPABLE OF
COOL STUFF

Date @iPullRank

Interactive white papers @copypress on
Check out this awesome Interactive Data Viz from
the State of Content Marketing 2013 - http://iacq.co/Yg6LNu
tp://iacq.co/Yg6LNu


Interactive data vizteam made this awesome
@krisroadruck and the SearchFanatics
horizontal scrolling data visualization for Trucker Classifieds -
http://iacq.co/XtpT7G


USER-
GENERATED
CONTENT
@devin_concannon at free people
built a way to turn selfies into
marketing collateral with
olapic.com - http://iacq.co/WXIN8o


Htcpanel with @HamidSaifyin colorhec/o anthat they
On a
phones are from Deutsch discussed seo
used insights from Search to convince HTC to offer HTC phones in
colors other than black, white and silver.


BUT CONTENT MARKETING IS
A LONG TERM PLAY


But if we keep making mediocre content we
will never get there


Because people will treat content like
they treat commercials.


OH, RIGHT…

“SCALE.”

LET’S TALK ABOUT GUEST POSTING.

Date @iPullRank

GUEST POSTING CAN MAKE
YOU A TON OF MONEY


Here’s an examplegap around how to keep your social
I realized there was a knowledge
shares after a 301. I wrote a post on SEW, someone saw it and it
ultimately generated $240K of new business for us.


SOMEHOW
GUEST
POSTING IS
ALIVE AND
WELL…


Guest posting =diminishing returns
If you’re using guest posting as your main link building tactic, then it
will continue to show diminishing returns. Limit your guest posting to
your best content that fulfills a need and satisfies an audience.


BECAUSE THE
WEB IS ON
TO US!
We can’t keep doing this, people know
what’s going on and hate it!


AND WHILE THAT SHOWS
SOLID DELIVERY FOR LINKS…


Youare the budgets of respondents inparty study. Most
These
are late to the the Copypress
people are spending the same on content marketing in 2013, some
are increasing their budget and most people want to guest post…


DIVERSIFY YOUR LINK
BUILDING TACTICS!


LET’S TALK ABOUT INFOGRAPHICS

Date @iPullRank

WE’RE DOING AN
INFOGRAPHIC
STUDY
We’re looking at hundreds of infographics from 2012. as many as we
can get our hands on and measuring the links built, social shares and
a variety of other features to determine what makes an infographic
perform well.


BAD OR POOR
INFOGRAPHICS
GOT 3X LINKS
Based on our 1-5 rating scale the infographics with that rated a 1 or
2 (bad or poor) garnered 3 times more links than infographics that
scored a 4 or 5.


INFOGRAPHICS
ARE NOT A
SILVER
BULLET
That leads me to believe Seo
companies are largely behind the
unnatural spread of infographics


YOUR CONTENT MARKETING NEEDS
TO BE BIGGER THAN GUEST POSTS
AND INFOGRAPHICS.


YOUR CONTENT MARKETING must BE
ABOUT STORIES AND EXPERIENCES.


13 THINGS YOU
SHOULD DO
These are the tactics behind a context marketing strategy
@iPullRank

1. Start from content strategy

Content marketing does not
inherently include content
strategy, but yours should.


2. Tell a compelling story and make it
an unforgettable experience


3. Make quality a primary kpi.


4. Ask yourself “will anybody care?”
Figure out who those people
are and then put your
content in front of them.


5. Get an awesome developer.
This is @iamchrisle. He is an
awesome developer. Get you Chris just released a ton of
one. tools for google docs. Get those
too: http://iacq.co/15AP6Ue


6. Use Data viz libraries

http://selection.datavisualiz
ation.ch/


7. Invest in quality research


8. Invest in stellar creative.

MEDIOCRITY has diminishing
returns and ultimately does
not scale.


9. Focus on the roi

See my mozcon Deck:
http://iacq.co/YHXlZa


BLOGS
TWEETS VIDEO
ADS UGC

PLUGINS COMICS

COMMENTS PRODUCTS

UI ELEMENTS INFOGRAPHICS

PHOTOS
10. Diversify content types SERVICES

ANIMATIONS PHYSICAL SPACE

SLIDE DECKS PRINT MATERIAL

DATA PRESS

APIS PDFS
TOOLS EVENTS

iacquire.com PLATFORMS @iPullRank

11. Developwhat rel-author is and that Google is looking to
People don’t know
your authors
rank content based on the people connected to it. Be ahead of that
curve.


12. guest post by audience not pagerank.

Use socialcrawlytics.com to
see if people are sharing and
topsy to find out who they
are


13. kickstart distribution w/ paid media
Place content in front of
the right audiences with
contextual ads
http://iacq.co/12Vwzm2


11. Leverage social metadata
Metadata is about having
content make the best first
impression.
http://iacq.co/Wf38UK


13. MAKE CONTENT YOU’RE
NOT AFRAID TO SHARE.


Let us
Help you
With That


then the
web will
be a better
place

wwww.iacquire.com

Thank you
Michael King
Director of Inbound Marketing
@iPullRank

The Season of our Discontent Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to The Season of our Discontent Marketing

Similar to The Season of our Discontent Marketing (20)

More from Michael King

More from Michael King (20)

The Season of our Discontent Marketing