Content Marketing Excellence: The Road to Content Marketing Greatness

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CONTENT
MARKETING
EXCELLENCE
The Road to Content Marketing Greatness
09 / 25 / 18

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Perficient Digital
2016 Landry’s Search Marketer of the Year
2016 US Search Awards Search Personality of the Year
Eric Enge, GM
Eric’s Studies Have Been
Covered In:

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Who Do You Consider to Be Trustworthy?
Doctor
Firefighter
Teacher
Accountant
Lawyer
Software Developer
Customer Service
Investment Banker
Salesperson
Marketer
Car Salesman
Politician 1%
1%
3%
3%
3%
4%
9%
12%
12%
38%
48%
49%
7

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Who Do You Consider to Be Trustworthy?
Doctor
Firefighter
Teacher
Accountant
Lawyer
Software Developer
Customer Service
Investment Banker
Salesperson
Marketer
Car Salesman
Politician 1%
1%
3%
3%
3%
4%
9%
12%
12%
38%
48%
49%
8
UH OH, WE’RE
STARTING IN A
HOLE!

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MAJOR BRANDS ARE
FORCED TO RESPOND TO
MARKET CONDITIONS

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Volkswagen’s Game of
Make-Believe
The company inserted a device into almost 500,000
cars meant to trick emissions testing, the EPA says
6
The Atlantic

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12 Months
Before
12 Months
After
Volkswagen Sales Drop After the Diesel
Scandal

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Volkswagen
Diesel
Scandal
Becomes
Public
Stock Drops 46%

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WE LIVE IN A WORLD WITH
TWO GOLIATHS

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MARKETS WHERE GOOGLE "HAS COMPETITION"
7.2%
87.4%
UNITED STATES
76.1%
1.9%
CHINA
16.2%
78.7%
CZECH REPUBLIC
25.1%
70.2%
JAPAN
27.8%
60.1%
S. KOREA
53.7%
43%
RUSSIA

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Daily Active Users (DAUs) IN MILLIONS
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Facebook and
Google
13
Share of total us
digital ad spending,
2016 - 2020

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Digital Ad
Spending
Worldwide
Billions, % spending
and % of total media
ad spending

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How Does This Impact These Guys?

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Facebook
Usage
Continues
to Soar

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Massive
Newsfeed
Changes

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CEO Mark Zuckerberg said in a
statement that Facebook “will be
stronger over the long term” after
noting that overall use of its
service dropped by “roughly 50
million hours every day” since
those changes went into effect.
The revamp prioritizes posts from
users’ friends and family over viral
content and posts from large
news publishers.
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Passive Facebook Usage
Undermines Affective Well-Being:
Experimental and Longitudinal
Evidence
Philippe Verduyn
University of Leuven
19
David Seungjae Lee, Jiyoung Park, Holly Shablack,
Ariana Orvell, Joseph Bayer, Oscar Ybarra, John
Jonides, and Ethan Kross
University of Michigan, Ann Arbor

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Well Being
Down 9%!
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41% Say Social
Media Makes
Them Feel Sad,
Anxious, or
Depressed
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87% of
Google’s
Revenue is
From
Advertising

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Excessive Ads
The War Against

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2014 2015 2016 2017 2018
15.7%
20.6%
24.2%
27.5%
30.1%
US Ad Blocking
User Penetration,
2014-2018
% Of Internet Users

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# of Clicks (Organic & Paid) in
Google.com (USA), Nov. 2015 - Oct. 2017

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Brightedge
Study Shows
Different Splits

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Google Fined
Record $2.7B in
E.U. Antitrust
Ruling
Source: New York Times
28

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Google Fined
a Record
$5.1B in
Android
Antitrust
Ruling
Source: reuters.com

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21%
40%
39%
Total Profit
Shopping Fine Android Fine Other
$5.1B
$2.7B
Google’s 2017
Annual Profit
Was $12.7B
EU Google Shopping Fine
EU Google Android Fine
61.4% of Google’s Income

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Major Brands Proactively Take
Control With Creative Content
Marketing

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Patagonia Ad in
the Nov. 25, 2011
Edition of the NY
Times

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Reduce
WE make useful gear that lasts a long time
YOU don’t buy what you don’t need
Repair
WE help you repair your Patagonia gear
YOU pledge to fix what’s broken
Reuse
WE help find a home for Patagonia gear you no longer need
YOU sell or pass it on (eBay is a great place to start)
Recycle
WE will take back your Patagonia gear that is worn out
YOU pledge to keep your stuff out of the landfill
Reimagine
TOGETHER we reimagine a world where we take only what
nature can replace

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The Company Saw
Its Revenues Grow
About 30% to
$543M in 2012
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Lean Cuisine
#WeighThis Social
Media Campaign
(360i)
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Dean’s List, Got to
Take Her Kid On
Stage With Her
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Created a Wall With
the Responses at
Grand Central Station
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6.5mm 428% 33%
Views in first
week
Increase in social
mentions
Increase in
positive brand
perception
Lean Cuisine #WeighThis Results
38
Source: 360i

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Nike’s Colin Kapernick Campaign

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Campaign
Release
Date

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Key Characteristics of These Content
Marketing Examples
Take a
strong
position
Appeal to
customer
(and
prospect)
values
Align with
brand
values too
Come from
/ reinforce
your brand
persona
Not
centered in
“Buy Our
Stuff”

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CONTENT MARKETING &
SEO

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Abbvie: Case
Study 1
0
5
10
15
20
25
30
35
40
45
2016 2017 2018
Updated Pages By Year - Abbvie

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46.5K 18.6K 262K
Twitter
Followers
Facebook
Followers
LinkedIn
Followers
Abbvie: Strong Social Media Presence
Strong presence on as well
(organize this in a standard look using the social media site logos and the follower count)

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Abbvie: Great SEO Results

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Cleveland Clinic: Case Study 2
0
200
400
600
800
1000
1200
2013 2014 2015 2016 2017 2018
Updated Pages By Year - Cleveland Clinic

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Cleveland Clinic: Strong Social Media
Presence
52.2K
followers on
Instagram
Continuous
stream of
news releases
and media
activity
Show
something
that indicates
they have an
Alexa App
And an
active
Facebook
video
channel

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Cleveland Clinic: Great SEO Results

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StitchFix: Case Study 3
0
100
200
300
400
500
600
700
800
2014 2015 2016 2017 2018
Updated Pages By Year - StitchFix

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StitchFix: Strong Social Media Presence
More than
1M
Pinterest
followers
673K
Instagram
followers
39.7K
LinkedIn
followers
77.7K
Twitter
followers
1.5M
Facebook
followers

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StitchFix: Great SEO Results

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Fortune 100 E-Commerce Site: Case Study 4
Large Scale On-Site
Publishing
Large Scale Off-Site
Publishing
More than 1000 content pieces published
over a 5 year span

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Fortune 100 E-Commerce Company: Great
SEO Results
2.69x Growth in Non-Branded
SEO Traffic

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Financial Services Provider: Case Study 5
0
200
400
600
800
1000
1200
1400
1600
1800
2000
2013 2014 2015 2016 2017 2018
Updated Pages Per Year - Financial Services

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Financial Services
Provider: Strong
Social Media
Presence
• Strong Facebook
Presence
• >2M Facebook
Followers

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Financial Services Provider: Great SEO Results

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A TALE OF ONE
MARKETPLACE

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Average Monthly Content Updates Last 12
Months
Site 1 Site 2 Site 3 Site 4
0
100
200
300
400
500
600

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Link Profiles for the Four Sites
Site 1 Site 2 Site 3 Site 4
DA 30 58 53 56
Linking Domains 321 5,500 4,300 5,400
Total Links 2,000 1,200,000 45,700 213,000
Average Monthly Content 3 16 90 500

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Site 1 Site 2 Site 3 Site 4

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Link Profiles for the Four Sites
Site 1 Site 2 Site 3 Site 4
DA 30 58 53 56
Linking Domains 321 5,500 4,300 5,400
Total Links 2,000 1,200,000 45,700 213,000
Average Monthly Content 3 16 90 500
Other Factors
Smaller
Player, Low
Investment
Large TV
Ad
Spending
Active
Media
Outreach
Active
Media
Outreach

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CONTENT THAT
ATTRACTS LINKS

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Study Shows Zero
Correlation Between
Shares and Links

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Sample Sites With a Very Strong Correlation
Between Links and Shares
Site Num Articles Correlation
Nytimes.com 4143 0.498
TheGuardian.com 19606 0.433
TheAtlantic.com 16734 0.586
NewRepublic.com 6244 0.529
Source: Moz and BuzzSumo> 0.3 is a strong correlation

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Opinion Forming
Journalism

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You Need to Be
Trusted Already
For This to
Work
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These Sites Also Have a Very Strong
Correlation
Site Num Articles Correlation
FiveThirtyEight 1783 0.55
Pricenomics.com 1797 0.629
PewResearch.com 751 0.4
Source: Moz and BuzzSumo> 0.3 is a strong correlation

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Data Driven
Research
Studies Work

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Of shoppers leverage
multiple channels
and technologies
during a given
shopping journey.
Launched: 2/14/18
─77 pieces of earned media
coverage
─58 total links (52 follow links)
─245 press release pickups
(82.4m impressions)
─4 supporting bylined articles
─Total monthly publication
traffic:
380,282,240
Content Marketing Example

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Invest in Killer Content
Asked 5,000 questions of:
10 person team involved
~500 hours of work
~$50K expense!

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Score More Than 40
Major Media Links

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Key Characteristics
of Elite Content
Marketing that
Drives SEO
• Content that delivers value to
customers
• Align with brand values
• Com from / reinforce your brand
persona
• Not centered in “Buy Our Stuff”
• Supported across multiple channels
• Backed by media and blogger
outreach
• Enlist Influencers
• Content breadth and depth
• Content that attracts links

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KEY SUCCESS FACTOR:
AMPLIFICATION

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Slide about investment in content, crazy not
to amplify – Have a screen cap of my sketch

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Promote Via
Social Media

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Outreach to Media and Bloggers

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Work With
Influencers

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Amplification Fundamentals Summary
Promote Via
Social media
Outreach to
Media and
Bloggers
Working With
Influencers

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KEY SUCCESS FACTOR:
SEO FUNDAMENTALS

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Structured as a Content Hub

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Clear, Easy
to Navigate
Hierarchy

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In Demand
Topics
Article Search Volume
Sub Topic 1 738,009
Sub Topic 2 357,504
Sub Topic 3 322,961
Sub Topic 4 301,196
Sub Topic 5 270,917
Sub Topic 6 176,573
Sub Topic 7 167,311
Sub Topic 8 157,975
Sub Topic 9 133,526
Sub Topic 10 128,765
Sub Topic 11 107,383
Main Topic 67,172
Sub Topic 12 61,320
Sub Topic 13 21,316

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Breadth of Coverage
Articles Search Volume
Keyword 1 84 67,172
Keyword 2 56 146,043
Keyword 3 54 246,864
Keyword 4 46 20,248

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Depth of
Coverage
Article Search Volume Article Search Volume
Main Topic 67,172 Sub Topic 7 167,311
Main Topic, Detail Article 1 12,346 Sub Topic 7, Detail Article 1 758
Main Topic, Detail Article 2 93 Sub Topic 7, Detail Article 2 --
Main Topic, Detail Article 2 -- Sub Topic 7, Detail Article 3 --
Main Topic, Detail Article 4 18 Sub Topic 8 157,975
Sub Topic 1 738,009 Sub Topic 8, Detail Article 1 3,429
Sub Topic 1, Detail Article 1 6,418 Sub Topic 9 133,526
Sub Topic 1, Detail Article 2 31 Sub Topic 9, Detail Article 1 3,966
Sub Topic 1, Detail Article 3 -- Sub Topic 9, Detail Article 2 1,687
Sub Topic 2 357,504 Sub Topic 9, Detail Article 3 150
Sub Topic 3 322,961 Sub Topic 10 128,765
Sub Topic 4 301,196 Sub Topic 11 107,383
Sub Topic 4, Detail Article 1 21 Sub Topic 11, Detail Article 1 1,771
Sub Topic 4, Detail Article 2 154 Sub Topic 11, Detail Article 3 40
Sub Topic 5 270,917 Sub Topic 11, Detail Article 3 63
Sub Topic 5, Detail Article 1 4,648 Sub Topic 12 61,320
Sub Topic 5, Detail Article 2 55 Sub Topic 12, Detail Article 1 30
Sub Topic 5, Detail Article 3 208 Sub Topic 12, Detail Article 2 --
Sub Topic 6 176,573 Sub Topic 12, Detail Article 3 --
Sub Topic 6, Detail Article 1 630 Sub Topic 13 21,316

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SEO Fundamentals Summary
1. Structured as a Content Hub
2. Clear Hierarchy
3. In-Demand Topics
4. Depth of Coverage
5. Breadth of Coverage

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Thank You!
Eric Enge
eric.enge@perficient.com
@stonetemple