Pubcon Content Presentation 2012
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This document discusses strategies for creating engaging content and linkable assets for boring or regulated industries. It recommends focusing on related topics that potential audiences may find interesting, using available data creatively, and presenting information in an accessible format. Examples shown include office supply hacks, financial industry data visualized on maps and charts, and research studies from educational websites. The goal is to establish an online presence by providing useful resources rather than directly promoting a company.
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Pubcon Content Presentation 2012
- 1. Content Creation for Boring and Regulated Industries Presented by: Nico Miceli | @NicoMiceli about.me/nicomiceli @nicomiceli
- 2. Content is king • Yeah we get it! • But do you have content that is getting you links? • Do you have things getting you long tail traffic and increasing your internet presence? @nicomiceli
- 3. Do you have Linkable Assets besides just content? @nicomiceli
- 5. This Is a Linkable Asset @nicomiceli
- 6. “Ehhh That’s not my target audience” @nicomiceli
- 7. The Mindset • Your clients are thinking about the target audience • We are thinking how to increase internet presence and get more people - real people to talk about you @nicomiceli
- 8. Content & Linkable assets are a piece of the puzzle It helps with linkbuilding & on page factors Stay on topic but widen your audience! @nicomiceli
- 9. Widening your audience will widen your target audience @nicomiceli
- 10. But it’s sometimes difficult So let’s dive into the two things that hinder linkable content @nicomiceli
- 11. “There isn’t much cool stuff in my industry” “My industry is boring” @nicomiceli
- 12. @nicomiceli
- 13. • Think about your product – What are the things related and associated to it? – Are there any emotions or feelings that come out of it? – What facts can you think off? – What are your customers, customers interested in? – What are the effects of it? @nicomiceli
- 14. Lets Talk Office Supplies @nicomiceli
- 15. Lets Talk Office Supplies B2B @nicomiceli
- 16. Lets Talk Office Supplies B2B @nicomiceli
- 17. How do we think about linkable assets? • Lets ask the people @nicomiceli All in one scrapper bit.ly/nico-content-tips
- 18. @nicomiceli
- 23. @nicomiceli
- 25. @nicomiceli
- 26. Keep going! • The top 100 office hacks • Best sharpie art • Other uses for dry erase markers • Be the resource that people go to • But… make it different than what’s out there! @nicomiceli
- 27. HALT! Serious Time! • Red Tape! – Lots of red tape • Regulated industries • Legal • Steps of approval @nicomiceli
- 28. No more fun? • Now it’s stricter • You can’t use crazy ideas • But you can use DATA! • Use the resource's you have • And make it look nice @nicomiceli
- 33. “People want to know about the market!” “Tell them!” @nicomiceli
- 34. Lets get deeper in Data • The World Fact Book • data.gov • World Bank • International Monetary Fund • State Agency Databases • US Government Printing Office (GPO) • Social Security Death Index • City-Data.com • Census.gov • Bls.gov @nicomiceli URLs Here: bit.ly/nico-content-tips
- 35. So what do I do with it? @nicomiceli
- 36. Turn that data into a Fusion Table! • Create interactive embeddable charts • Overlay any data on a map • Update the data whenever you want @nicomiceli
- 37. What should you build? • Search and find out what questions are being asked? – Create something people will want to use – Create a resource @nicomiceli
- 38. Keep thinking! What will overlay on a map? @nicomiceli
- 39. •Crime •Income •Places of interest •Employment Rates • High way speed limits • City cleanliness • Historical events • Public court data @nicomiceli Example Data Sets here: bit.ly/nico-content-tips
- 42. Want studies backed by credible sources? ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease [key word] ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease car accidents @nicomiceli Other query Ideas here: bit.ly/nico-content-tips
- 43. Want some Harvard data and research papers to turn into something digestible? You got it! @nicomiceli
- 45. Who made that? • College Lead Gen Site! • 439 Linking Root Domains • PA 67 • medicalbillingandcoding.org @nicomicelibit.ly/nico-content-tips
- 47. Who made that? • A Travel Site! • www.thomson.co.uk • PA 77 • 80 Linking Route Domains @nicomicelibit.ly/nico-content-tips
- 48. Remember… For creating cool interesting content and linkable assets find out what people want around your industry or want to know about your industry @nicomicelibit.ly/nico-content-tips
- 51. Thanks! Nico Miceli - SEER Interactive @NicoMiceli nicom@seerinteractive.com About.me/nicomiceli bit.ly/nico-content-tips @nicomiceli
Editor's Notes
- No one listens to a link farm No one listens to directory links
- Your industry can be really cool!
- This is making boring content interesting and making
- This is making boring content interesting and making
- Travel industry moves people around and this talks about how other things travel – totally relevant To increase your target audience – you move from page 2 to page 3 by getting links from increasing your audience Everything interesting that you see revese engineer it to see if it works for your client