Apresentação realizada pelo Grant Lingel, Neil Patel, no Sustentar 2017.

1. SUSTAINABLE GROWTH
HOW CONTENT MARKETING CAN IMPACT

2. FIRST. WHO AM I?
Grant Lingel

3. THIS GUY’S PARTNER
Neil Patel is the co-founder of Crazy Egg, Hello Bar and
KISSmetrics
Neil has helped companies like Google, Facebook, Amazon,
NBC, HP, and eBay grow their revenues as a digital marketing
consultant.
The Wall Street Journal calls him a top influencer on the web
Forbes says he is one of the top 10 online marketers
Entrepreneur Magazine says he created one of the 100 most
brilliant companies in the world
He was recognized as a top 100 entrepreneur under the age of
30 by President Obama
He was recognized as one of the top 100 entrepreneurs under
the age of 35 by the United Nations
Neil has also been awarded Congressional Recognition from
the United States House of Representatives.
NEIL PATEL

4. I PREPARED MYSELF FOR A
GLOBAL ECONOMY
BUT BEFORE JOINING NEIL

5. Colombia
Jordan
Tanzania

6. WHY IS THE GLOBAL ECONOMY SO
IMPORTANT?

7. LOCAL VS. GLOBAL
▸ It wasn’t very long ago that people had minimal choices
▸ Local businesses were your main choices
▸ Today, the world is your shopping center
▸ But instead of going to specific shops, you go to Google
▸ Google is an algorithm that answers your questions with
the most qualified answers possible
▸ And this is why content marketing is so important

8. WHAT IS CONTENT
MARKETING?

9. CONTENT MARKETING IS A STRATEGIC MARKETING
APPROACH FOCUSED ON CREATING AND
DISTRIBUTING VALUABLE, RELEVANT, AND
CONSISTENT CONTENT TO ATTRACT AND RETAIN A
CLEARLY DEFINED AUDIENCE — AND, ULTIMATELY,
TO DRIVE ACTION.
Content Marketing Institute

10. KINDS OF SUSTAINABLE GROWTH THAT CAN BE ACHIEVED WITH
CONTENT MARKETING
▸ NGOs, Non-profits, organizations, etc.
▸ These kinds of groups rely on donations to fund their
actions and survival
▸ For-profit sector
▸ These kinds of companies rely on customers/users to
grow their brand and revenue
▸ Both sectors need to use content marketing to grow in a
sustainable way

11. TO ACHIEVE SUSTAINABLE GROWTH
WHY YOU NEED TO UTILIZE
CONTENT MARKETING

12. PEOPLE MAKE DECISIONS BASED ON CONTENT MARKETING
▸ According to recent research conducted by Research Now, almost 9 out of 10
(84%) of consumers make purchases after reading about a product of service on a
blog.
▸ Text blogging dominates on influential blogs.

13. WHY TEXT-BASED ARTICLES ARE NECESSARY FOR SUSTAINABLE GROWTH
▸ High-quality content that focuses on long-tail keywords
can rank you on page one of Google
▸ What are long-tail keywords?
▸ According to Search Engine Watch: Results on the first
page of Google (The Top 10) receive 92% of all traffic on
Google. Traffic drops by 95% on the second page.
▸ How often do you go to page two on a search?

14. BLOGGING, RIGHT?
TEXT ARTICLES?

15. TEXT
BLOGGING NOW VS. BLOGGING BEFORE
▸ Blogging didn’t always have the best reputation (travel blogs,
food blogs, fashion blogs, etc.)
▸ Blogging today is about attracting NEW users by answering
doubts, not creating a following that goes directly to your site to
find the blog.
▸ How often do you go to a website and actively search for their
blog?
▸ How often do you search Google for information and find your
answers on company blogs?

16. With content marketing, you’re giving away
valuable information before asking people to
buy a product or service. Even when you sell a
product through content marketing, your ideal
customers will be happy you did, because they
feel more valued and understood.
Neil Patel

17. BUT WHAT ABOUT
PAID ADS?

18. Where are you going to click?

19. 19.2% OF PAGE CLICKS ON AVERAGE
WENT TO THE TOP 2 SPONSORED TEXT
ADS, COMPARED TO 14.5% ON A
DESKTOP.
Moz

20. WHAT DOES THAT MEAN FOR THE GROWTH OF A COMPANY OR ORGANIZATION?
▸ If you focus on paid ads (which may seem easier), you will continue paying
forever to appear.
▸ The price per click will only increase with time as new “competition” enters
your space.
▸ A vast majority of people don’t even click on paid ads.
▸ Once you stop using paid ads, you disappear forever if you don’t have a
strong content strategy as well.
▸ Google Ads might seem easier and like less work, but only focusing on paid
ads makes it so you can’t escape.
▸ You will be paying Google forever or you will cease to exist.

21. SO WHY DO MOST
BUSINESSES FAIL MISERABLY
WITH CONTENT MARKETING?

22. TOO MUCH INFORMATION, TOO LITTLE EXPERIENCE (AND PATIENCE)
▸ Content marketing and SEO are long-term strategies
▸ They do not provide results in the short term and many
companies become discouraged when investing in a
marketing strategy that takes a while to bring a return
▸ Content marketing and SEO require persistence
▸ Too many people think that simply publishing an article on
their blog will drive traffic. This is simple not true.

23. BUT THE MOST IMPORTANT
THING WHEN IT COMES TO
CONTENT MARKETING AND SEO

24. NEVER STOP LEARNING
▸ The digital marketing landscape changes quickly.
▸ Always pay attention to new trends.
▸ Learn as much as you can about Google’s algorithm and
make sure to stay up to date with its changes.
▸ One change in the algorithm can completely destroy
months or years of work. Make sure to follow Google’s
rules.

25. SO WHAT SHOULD
YOU DO?

26. WHATEVER YOU DO, DON’T WAIT ANOTHER DAY TO GET STARTED
▸ While content marketing in Brazil might not be as competitive
as places like the United States or Europe, it is growing at an
incredible rate.
▸ Take advantage of the fact that most of your competitors are
doing it the wrong way.
▸ Hire SEOs and content marketers with experience or bring on
qualified consultants.
▸ If you wait too long, the chances of ranking and finding success
will only continue to get harder and harder.

27. OBRIGADO!
GRANT@NEILPATEL.COM