In the Court of theContent KingWhy is great content key to online marketing?
Introduction
Hi!My name isMike Darnell.I was born in 1974My 1st job wasmodeling underwear& Roman toys
My partner is                            Virode Imtarnasan -                            Thai, 38 years old,               ...
Where we dobusiness
The Fun Bit
Foreword
According to theMARKETING      is…
“…the activity, institutions,and processes for creating,COMMUNICATING, delivering, and exchangingofferings that have value...
Marketers havealways known the key to success isproviding succinct    and useful   information  regarding their    products…
…both in personand otherwise.
Hold thatthought…
in 1996 Bill Gates wrote a visionary    article titledContent is King:
“…Content is where Iexpect the real money will be made on theInternet, just as it was   in broadcasting…
…The TV revolution spawned a number     of industries, including themanufacturing of TVs, but THE LONG- TERM WINNERS WERE ...
…the broad opportunities for  most companies involvesupplying INFORMATION or      entertainment.NO COMPANY IS TOO SMALL   ...
…One of the exciting things about the Internet is that anyone canpublish whatever content they can             create.    ...
The essay is a masterpiece because itpredicts not only the web’s ascent as an easily accessible means of publication,  but...
Some perspective…
In 1996 Microsoft andNetscape were fighting  to control HOW we   accessed the web“Content is King”predicted that wouldn’tm...
…but as the web grew insize the problem became FINDING WHERE WE’RE          GOING
That was about to change because these    guys shared a room in Stanford
Sergey BrinPHD project:Data MiningDevelopment
Larry Page     PHD project:Inferring the importance of a research paper from its  citations in other papers
They’re better known as...
Why is Larry’s Ph.D project the key to Google search,and how does this matter to           YOU?
“…Inferring the   importance of aresearch paper fromits citations in other       papers…”
What does that mean?
paper         paperpaper        A bunch of research papers…        paper                            paper
paper                          paper    Paper                   paper                            paper…all citing the   pa...
paper                              paper IMPORTANT                      paper   paper                                paper...
Let’s swap one word…
Site 1                     Site 2Your site              Site 3                        Site                         4      ...
Larry’s big idea, and the foundation for   Google’s searchalgorithms, is simply  the concept that:
A web page’simportance can be inferred from the number of pages    linking to it
What doesthis mean to you?
Simply put:The more OTHER SITES  link back to yours,the better your Google    search ranking
Are all links equal?
Sector                  Trade                 magazine                            OpinionYour site                   Leade...
“Good” inbound links  are from pages thatrelate to your offerings      and industry
The importance of the   linking webpagedetermines the quality       of the link
This is known asPAGERANK…after the guy who invented it – Larry Page
The cute version
How doesGoogle know?
Google calculates Pagerank relationships byMAINTAINING A COPY OF ALL INDEXED PAGES
This is INCREDIBLYresource intensive…
Google’s hardware infrastructure                       is a cornerstone of its success and                             a c...
Now that we   understand theimportance of links to  search ranking the  next question is…
Why would anyonewant to link to you?
Take a minute andlist the links you’vecreated and shared      recently…
…Now list whatmotivated you tocreate each link
TheCONTENT…
…was compellingenough to create a    response
We link tocontent that:A. Moves usB. Engages usC. Is USEFUL
REMEMBER THIS? “Marketers havealways known the key to success isproviding succinct     and useful    information  regardin...
There’s Nothing New Under the Sun…
Conclusion
1. CONTENT HAS      ALWAYS BEEN KING:Marketing has always been about  communicating useful andengaging information related...
2. THE WEB LEVELS THE FIELD   The low cost of publishing andsyndicating Online Content serves as    an equalizer giving SM...
3. A LINK ECONOMYThe ultimate measure for success of  any type of online content is the number of inbound links and user  ...
Workshop time!
1. Pair up and introduce your businesses2. Come up with 5 ideas for content relating to yourpartner’s business that you wo...
Content by Topic                 Content by Medium   Products/Services Company information         News                   ...
Afterword
The inherent challenge in generating marketing     content online is finding a sweet spot      between content that is "li...
Questions?
Easter Egg
About this Image…
in 1969 Barry Godber, a computer programmer in his 20s, provided     the cover art for one of rock’s most revolutionary al...
The album is considered a revolutionarymasterpiece because it substituted rock’s blues foundations with jazz and classic  ...
Sadly Barry didn’t live to see his artistic    endeavor become a cultural icon.He died of a heart attack shortly after the...
Thanks! …I’m at mi@vimi.co              Mike
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
In the Court of the Content King
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In the Court of the Content King

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Learn WHY and WHAT content will guarantee success to your online marketing efforts.

This is lesson #3 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :)


Lesson #1: http://kpis.co/2011/10/24/3-things-to-know-for-your-website-to-succeed

Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history

Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

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In the Court of the Content King

  1. 1. In the Court of theContent KingWhy is great content key to online marketing?
  2. 2. Introduction
  3. 3. Hi!My name isMike Darnell.I was born in 1974My 1st job wasmodeling underwear& Roman toys
  4. 4. My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM… Web: Cnngo, Vertu, Playboy…Is your websitetargeting and engaging prospects?
  5. 5. Where we dobusiness
  6. 6. The Fun Bit
  7. 7. Foreword
  8. 8. According to theMARKETING is…
  9. 9. “…the activity, institutions,and processes for creating,COMMUNICATING, delivering, and exchangingofferings that have value for customers...”
  10. 10. Marketers havealways known the key to success isproviding succinct and useful information regarding their products…
  11. 11. …both in personand otherwise.
  12. 12. Hold thatthought…
  13. 13. in 1996 Bill Gates wrote a visionary article titledContent is King:
  14. 14. “…Content is where Iexpect the real money will be made on theInternet, just as it was in broadcasting…
  15. 15. …The TV revolution spawned a number of industries, including themanufacturing of TVs, but THE LONG- TERM WINNERS WERE THOSE WHOUSED IT TO DELIVER INFORMATION & ENTERTAINMENT… [Bill penned the article in March. In August Microsoft and NBC launched MSNBC]
  16. 16. …the broad opportunities for most companies involvesupplying INFORMATION or entertainment.NO COMPANY IS TOO SMALL TO PARTICIPATE…
  17. 17. …One of the exciting things about the Internet is that anyone canpublish whatever content they can create. THE INTERNET ALLOWSINFORMATION TO BE DISTRIBUTED WORLDWIDE AT ZERO MARGINAL COST…”
  18. 18. The essay is a masterpiece because itpredicts not only the web’s ascent as an easily accessible means of publication, but also how this will impact human society as a whole Strangely Microsoft has never been able to capitalize on Bill’s insights regarding the web
  19. 19. Some perspective…
  20. 20. In 1996 Microsoft andNetscape were fighting to control HOW we accessed the web“Content is King”predicted that wouldn’tmatter half as much asWHAT WE DIDONCE WE GOT THERE
  21. 21. …but as the web grew insize the problem became FINDING WHERE WE’RE GOING
  22. 22. That was about to change because these guys shared a room in Stanford
  23. 23. Sergey BrinPHD project:Data MiningDevelopment
  24. 24. Larry Page PHD project:Inferring the importance of a research paper from its citations in other papers
  25. 25. They’re better known as...
  26. 26. Why is Larry’s Ph.D project the key to Google search,and how does this matter to YOU?
  27. 27. “…Inferring the importance of aresearch paper fromits citations in other papers…”
  28. 28. What does that mean?
  29. 29. paper paperpaper A bunch of research papers… paper paper
  30. 30. paper paper Paper paper paper…all citing the papersame source…
  31. 31. paper paper IMPORTANT paper paper paper …serve as an indication the papersource is Important
  32. 32. Let’s swap one word…
  33. 33. Site 1 Site 2Your site Site 3 Site 4 Etc.
  34. 34. Larry’s big idea, and the foundation for Google’s searchalgorithms, is simply the concept that:
  35. 35. A web page’simportance can be inferred from the number of pages linking to it
  36. 36. What doesthis mean to you?
  37. 37. Simply put:The more OTHER SITES link back to yours,the better your Google search ranking
  38. 38. Are all links equal?
  39. 39. Sector Trade magazine OpinionYour site Leaders blog Wikipedia definition related to your business
  40. 40. “Good” inbound links are from pages thatrelate to your offerings and industry
  41. 41. The importance of the linking webpagedetermines the quality of the link
  42. 42. This is known asPAGERANK…after the guy who invented it – Larry Page
  43. 43. The cute version
  44. 44. How doesGoogle know?
  45. 45. Google calculates Pagerank relationships byMAINTAINING A COPY OF ALL INDEXED PAGES
  46. 46. This is INCREDIBLYresource intensive…
  47. 47. Google’s hardware infrastructure is a cornerstone of its success and a closely guarded secret [in 2010 Google’s data centers wereusing the equivalent of ¼ the output ofyour average nuclear power plant]
  48. 48. Now that we understand theimportance of links to search ranking the next question is…
  49. 49. Why would anyonewant to link to you?
  50. 50. Take a minute andlist the links you’vecreated and shared recently…
  51. 51. …Now list whatmotivated you tocreate each link
  52. 52. TheCONTENT…
  53. 53. …was compellingenough to create a response
  54. 54. We link tocontent that:A. Moves usB. Engages usC. Is USEFUL
  55. 55. REMEMBER THIS? “Marketers havealways known the key to success isproviding succinct and useful information regarding their products”
  56. 56. There’s Nothing New Under the Sun…
  57. 57. Conclusion
  58. 58. 1. CONTENT HAS ALWAYS BEEN KING:Marketing has always been about communicating useful andengaging information related to products and offerings
  59. 59. 2. THE WEB LEVELS THE FIELD The low cost of publishing andsyndicating Online Content serves as an equalizer giving SMEs an opportunity to compete with MNCs on even ground
  60. 60. 3. A LINK ECONOMYThe ultimate measure for success of any type of online content is the number of inbound links and user engagement it generates Good content is “rewarded” withbetter search rankings, which in turn, further boosts its popularity, etc…
  61. 61. Workshop time!
  62. 62. 1. Pair up and introduce your businesses2. Come up with 5 ideas for content relating to yourpartner’s business that you would be likely to link to3. List the topic, media, attraction and estimated cost (time,effort, $$$,…)4. Determine criteria for measuring success5. Present your work to the groupThis is a brainstorming exercise:Dont shoot down ideas, dont criticize, keep it openDont say "you can"Say "I would link to..."
  63. 63. Content by Topic Content by Medium Products/Services Company information News Texts (HTML/PDF) Events Images TIPS/HOW-TOS* Presentations FAQS Audio Lists Podcasts CASE STUDIES VIDEOTESTIMONIALS/CLIENTS Forms/Quizzes Articles Etc. etc… * Extra Credit: Why are some of the above in ALLCAPS?
  64. 64. Afterword
  65. 65. The inherent challenge in generating marketing content online is finding a sweet spot between content that is "link bait", and content that has commercial marketing value for your companySUCCESSFUL online campaigns are campaigns that resolve this in an optimal fashion
  66. 66. Questions?
  67. 67. Easter Egg
  68. 68. About this Image…
  69. 69. in 1969 Barry Godber, a computer programmer in his 20s, provided the cover art for one of rock’s most revolutionary albums: In the Court of the Crimson King
  70. 70. The album is considered a revolutionarymasterpiece because it substituted rock’s blues foundations with jazz and classic elements The outer cover is probably more famous than the inner…
  71. 71. Sadly Barry didn’t live to see his artistic endeavor become a cultural icon.He died of a heart attack shortly after the album’s release at the age of 24
  72. 72. Thanks! …I’m at mi@vimi.co Mike

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