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Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016

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Dave Collins of Software Promotions at BoS Conference USA 2016.

See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/

Published in: Technology
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Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016

  1. 1. TEXT ALL TO HERE TEXT ALL TO HERE www.softwarepromotions.com | @thedavecollins TEXT ALL TO HERE TEXT ALL TO HERE
  2. 2. The Lost Art of Meaningful Content Dave Collins, SoftwarePromotions @The DaveCollins
  3. 3. SEO 1: exist
  4. 4. SEO 2: tweak
  5. 5. SEO 3: manipulate
  6. 6. SEO 4: hack
  7. 7. How many SPAM a day?
  8. 8. Am I the first spammer to speak at BoS?
  9. 9. “moderate strategies produce moderate gains”
  10. 10. That’s not good. Your day of reckoning is looming. Blah blah blah…
  11. 11. Penguin – April 2012
  12. 12. Bob’s problem Part 1
  13. 13. Evolution
  14. 14. The evolution of quality
  15. 15. The evolution of quality
  16. 16. The evolution of quality
  17. 17. The evolution of quality
  18. 18. Bob’s problem Part 2
  19. 19. Bob’s problem Part 3
  20. 20. I know…
  21. 21. Epiphany marketing & shiny-object syndrome
  22. 22. I have a formula…
  23. 23. mental masturbation + verbal diarrhoea = easy content (but rubbish)
  24. 24. “About 11 months ago, we published a post that took somewhere in the vicinity of 180 hours to research and write. It's 12,000 words and a 59-minute read. It's on a subject we knew people wanted us to cover: copywriting formulas. ”
  25. 25. Shared: >4700 times Comments >130 It ranks first for the phrase “copywriting formulas” (!) It gets several thousand page views a month The average time on that page is 5 minutes 23 seconds We get emails thanking us for it regularly It's generated 1000s of subscribers
  26. 26. “I've spent what may add up to a year's worth of time writing posts few will ever see or care about.”
  27. 27. “But the body of work we're building here is bigger than the individual posts…”
  28. 28. - Easier to write - Better feedback - More engagement - Less unsubscribes
  29. 29. Hey did you see that awesome post on the Buffer blog this morning?
  30. 30. So here’s the solution
  31. 31. Release the good quality and original content, Smithers
  32. 32. Saying ‘No’ to Being Bought Out: Rookie CEO Grows Up… Reluctantly
  33. 33. Does this provide real value?
  34. 34. “moderate strategies produce moderate gains”
  35. 35. I have another formula…
  36. 36. insight + value = quality
  37. 37. The Lost Art of Meaningful Content: Choose a better way @The DaveCollins

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