The new Star Trek Beyond movie had me thinking about the relationship between Kirk and Spock. I was reminded how similar the relationship is between content marketing and SEO can be. Here are some slides I put together to demonstrate how that relationship has evolved over the years.

1. Content Marketing is to Kirk as SEO is to Spock
1

2. 4200 B.C. Cave Painting
Content Marketing: A Brief History
2

3. Content Marketing: A Brief History
1732 Benjamin Franklin: Poor Richard’s Almanack
3
BTW,
I have a
print shop

4. Content Marketing: A Brief History
1904 Jell-O: Recipe Book
4
safer
than celebrity
endorsements

5. Content Marketing: A Brief History
1982 Hasbro w/ Marvel: G.I. Joe Comic / Cartoon
5
WAIT ‘TIL THEY
SEE IT IN
LIVE ACTION!

6. Content Marketing: A Brief History
1993 Ed Krol: Internet User’s Guide
6

7. Content Marketing: A Brief History
2000 Seth Godin: Free eBook
7
Over One
Million
Downloads!

8. Content Marketing: A Brief History
2006 BlendTek: Will It Blend
8

9. Content Marketing: A Brief History
2013 Red Bull: Releases 20 Mini-Movies
9

10. Content Marketing: A Brief History
2014 LEGO: The Lego Movie
10

11. Content Marketing: A Brief History
2016 Pokemon Go: Participatory Content Rules!
11

12. Reality Check: Not All Content Will Become Legendary
12
We only have 17
views on The
tutorial video for
our accounting
software.

13. SO WHAT DOES SEO HAVE TO DO WITH THIS?
13
Search is the
logical method
to deliver content
to its intended
audience.

14. Content Marketing / SEO: Compare & Contrast
14
Content Marketing
● Human
● Emotional
● Useful
● Entertaining
● Worth Sharing
● Clever
● Humorous
● Purposeful*(see SEO)
SEO
● Vulcan
● Logical
● Valuable
● Subtle
● Gets Shared
● Speaks to
Algorithms
● Purposeful*
(see Content Marketing)

15. Content Creation: A Human Process
1.Who is my audience?
2.What are their needs?
3.Where, when, & how do they engage w/ content?
15
Logical Content... makes
Spock
happy!

16. Content Creation: Keeping It Fresh For Consumption
16
Why do
humans find
this funny?

17. Content Example: Orkin Pest Library
17
This
looks
useful.

18. Content Example: Orkin Pest Library
18
It looks
useful
because
it is!

19. Content Creation: Stay True To Your Voice
19
There is a
99.87%
probability that
this will NOT
work.
This isn’t
going to
work, is it.

20. Content Creation: Working Together With SEO
20
You can have my meta
description but you
can’t have my title.

21. Don’t let SEO take control.
21
Your keywords
are crushing
my content’s
voice!

22. Don’t Fight: It’s Not About Control
22

23. Working Together: SEO Can Point The Way.
23
● Keywords
● Headlines
● Phrases
● Competition
● Traffic-
Sources
● Relavancy
● Links

24. Content Creation: Preventing Burnout
24
I have nothing
more to say on
this topic!
I’ve given it all
she’s got
Captain!
We can see
that
Scottie.

25. Content Creation: Look Outside Your Own Universe
25
● Guest Posts
● Influencer Interviews
● Industry Expert Round Ups
● Collaborative Surveys
● Vendor / Affiliate Spotlights
● Client Stories to Success
I’ve got,
a plan!

26. Content Example: Link Building Industry Survey
26
● Nicholas Chimonas of Page One Power
● Collaborated with MOZ & Jon Doherty of Credo
● Created survey
● Distributed survey with the help of influencers
● Collected survey results
● Analyzed data
● Published on Moz’s blog
Logical use
of outside
knowledge
sources

27. Content Example: Link Building Industry Survey
27
Content Results:
● Two follow up blog posts
● Podcast interview
● Webinar presentation
● Increased brand awareness
● Increased site traffic

28. Content Creation: Reboot, Repurpose
(and other words that begin with “Re”)
28

29. Content Revived: Improve Upon What Worked Before
29
KEEP
TELLING
YOUR
STORY