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How	
  Selec)ng	
  The	
  Right	
  
Keywords	
  Helps	
  Your	
  Brand	
  
Build	
  A	
  Loyal	
  
Community	
  
	
  
Ronell Smith
ronell.smith@moz.com | @ronellsmith
Finding	
  The	
  Best	
  Right	
  Keywords	
  
Finding	
  The	
  Best	
  Right	
  Keywords	
  
Finding	
  The	
  Best	
  Right	
  Keywords	
  
Finding	
  The	
  Best	
  Right	
  Keywords	
  
Finding	
  The	
  Best	
  Right	
  Keywords	
  
Value	
  Of	
  Finding	
  The	
  Right	
  
Keywords	
  
7	
  Tac)cs	
  For	
  Going	
  
From	
  Keywords	
  To	
  	
  
Community	
  	
  
#1 – Begin From Within
Passion
must flow
from inside
out.
Internal Team Must Embody Passion
#2 – Go From Zero To One
Numbers
aren’t the
goal—at
first
“The perfect target market for a
startup is a small group of
particular people concentrated
together and served by few to no
competitors.”—Peter Thiel
#3 – Community > Audience
Don’t trust
the
numbers
Buffer:	
  The	
  Cost	
  Of	
  Relying	
  On	
  
Audience	
  	
  
2.5%
Folks who’ll share and interact
with your content
Help	
  Them	
  &	
  They’ll	
  Return	
  The	
  
Favor	
  
Marke)ngImagina)on	
  
“[People] don't want quarter-inch
bits. They want quarter-inch
holes.” –Leo McGinneva
#4 – Be human
People
connect
with people
Show	
  Some	
  Personality	
  
Give	
  Them	
  Something/
Someone	
  To	
  Root	
  For	
  
#5 – Delight them with content
and interaction
A little
attention
goes a long
way
Don’t	
  Be	
  Afraid	
  To	
  Take	
  Risks	
  
#6 – Use content to promote
loyalty
Shh…
Don’t tell
competition
Parse.ly	
  
Content
Loyalty
Aids
Community
Building
Become	
  The	
  Source	
  For	
  Great	
  Content	
  
Parse.ly	
  
Hubspot	
  
	
  
	
  Find	
  The	
  Right	
  Content	
  For	
  Your	
  Brand	
  
Find	
  &	
  Share	
  Popular	
  Content	
  
#7 – Invite contributions from
audience
People love
being
singled out
Community	
  Members	
  Enjoy	
  
Crea)ng	
  Content	
  
Collaborate	
  With	
  Non-­‐compe)ng	
  
Brands	
  
Compe))on	
   Your	
  Brand	
  
Loyal	
  Communi)es	
  Make	
  10X	
  Possible	
  
Moz	
  
“In a shifting landscape, your
best defense (and your best
offense) is a passionate
[community]. People who believe
in what you do. People who
believe in who you are.”—Eric
Enge
Moz	
  
They’ll	
  FIGHT	
  For	
  Your	
  SURVIVAL	
  
Ronell Smith
ronell.smith@moz.com |
@ronellsmith
THANK YOU

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