Utah Business presents our 2014 - Content Marketing Bootcamp! Sponsored by: Adobe, AvaLaunch Media, Content Hook, Right Intel, Stryde, Orange Soda, Qzzr, Boostability, and SLCSEM.

1. The Top Heresies of
Content Marketing
(and Why Committing
Them is Crucial)

2. Joshua Parkinson
CCPK, Post Planner

3. Today’s heresies are
tomorrow’s jokes.

5. A belief that was once
heresy to question...
is now laughable.

8. "Computers in the future may weigh
no more than 1.5 tons."
-- Popular Mechanics, 1949

9. "There is no reason anyone would
want a computer in their home."
-- Ken Olson, founder of Digital
Equipment Corp, 1977

16. Changes in fashion
demonstrate the evolutionary nature
of cultural conventions
and heresies…
at high velocity.

17. We believe things today…
that people in the future
will laugh at.

18. What are those things?!

19. For example:
What things do we
believe about marketing today
that people will laugh
at in 10 years?

20. Try this method:
Paul Graham’s
“Conformist Test”

21. Do you have opinions
that you would be
reluctant to express
in front of a group
of your peers?

22. Do you have opinions
about Content Marketing
that you would be reluctant
to express in front of your
peers in this room?

23. No?

24. You probably would have also believed:
• Earth was flat/center of universe
• Sick people should be bled
• Computers will always be HUGE
• No one will ever want PC’s
And worst of all…

26. You probably believe in
Content Marketing conventions
that will be laughed at
in the future.

27. TODAY I will take the Conformist Test:
“Are there things I believe to be
true about Content Marketing
that I would not say in
front of my peers?”

28. Launched: March 2011

29. 27x GROWTH (in 22 months)

30. Blog drives 95% of sales.

31. “Are there things I believe to be
true about Content Marketing
that I would not say in
front of my peers?”

32. Content Marketing
conventional wisdom:
Produce original, valuable,
high-quality content on your blog.
Share it through social media.
Rinse and repeat.

33. 1. Produce only original content
>> your own ideas & graphics, fresh & new topics,
don’t write about same topic twice
2. Produce only high-quality content
>> details, context, examples, case studies, graphs,
research-based, actionable, valuable
3. Share content once to each channel
>> post article on Facebook, Twitter, etc. shortly
after it’s published -- then move on

34. #1
Unoriginal content rules!
Copying people & using
their content rules!

35. Here’s Post Planner’s #1 blog post:
• 8,400 social shares
• 320k page views this year (12% of total)
• 15% of new visitors land on this page
• Dominates search results for all variations of
“Get more Facebook likes” (pos. 1-5)
• 50-100 installs of our free app every day
(15-30% of total)

36. Here’s Boom Social’s #1 Facebook post:
• Page = 105k Fans
• Post = 766k Shares
• Reach = 27 Million
• Ad budget = $0

37. Here’s the original post:

38. #1
Unoriginal content rules!
Writing about same topic
again & again works!

39. Here’s our #2 blog post:
• Similar keyword as #1
• Same topic, different angle
• Dominates search results for all variations of
“Get FREE Facebook likes” (pos. 1-5)
• Also 50-100 installs of our free app every
day (15-30% of total)

40. Content Marketing
conventional wisdom:
Produce original, valuable,
high-quality content on your blog.
Share it through social media.
Rinse and repeat.

41. #2
Low-quality content rules!

42. Our most popular recent blog post:
• Few details
• Not much context
• Not a lot of research went into it
• Not a case study; no fancy graphics
• But… over 6,100 social shares

43. Pro Tip: Use Click-to-Tweets

44. Post Planner’s #1 Facebook post:
• Page = 80k Fans
• Post = 532k
Shares
• Reach = 19 Million
• Ad budget = $0

45. Content Marketing
conventional wisdom:
Produce original, valuable,
high-quality content on your blog.
Share it through social media.
Rinse and repeat.

46. #3
Re-posting on SM rules!
NEVER stop re-sharing your
evergreen content.

47. Here’s our queue schedule for FB:
• 8-9 posts per day
• Variety of post types
• 3 evergreen re-posts
from our blog

48. Weekly traffic from social
(since July 2013)

49. Takeaways (general)
• Defy conventional wisdom
• Take the Conformist Test
daily
• Be a heretic!

50. Takeaways (specific)
• Re-purpose & re-use OPC
• Write about same topic/keyword
again & again
• Mix in “low-quality” content
• Use Click-to-Tweets
• NEVER stop re-posting evergreen
content to SM

51. THANK YOU!
Want to try Post Planner Master
FREE for 2 months?
Use coupon code: CMB2014
(expires tomorrow at midnight)