SlideShare a Scribd company logo
Michael King
Director of Inbound Marketing   @iPullRank
@iPullRank
Then I found this quote.
               It matched my feeling and almost my typography…



iacquire.com                                                     @iPullRank
This talk isn’t about google…




iacquire.com                    @iPullRank
THIS TALK IS
ABOUT PEOPLE.
The people that are consuming the “content” that we are pumping out on a daily basis.
The people being inundated with guest post requests. The people of the web
                                                                                        @iPullRank
CONTENT MARKETING IS THE
TROJAN HORSE OF MARKETING

Date                        @iPullRank
BUT IN SEO,
CONTENT
MARKETING IS
JUST A EUPHEMISM
FOR LINK BUILDING
                    @iPullRank
YOU USED TO
BUILD LINKS…


   iacquire.com   @iPullRank
now you do “content marketing”

iacquire.com                                    @iPullRank
YET THE SEO
INDUSTRY
SHOWCASES
THE WORK
OF AD
AGENCIES…
  iacquire.com   @iPullRank
Dollar shave club.
               BBH showcased this at Cannes.



iacquire.com                                   @iPullRank
Coca cola 2020.
               Good grief, It’s Coca Cola



iacquire.com                                @iPullRank
Old spice.
               Wieden+Kennedy did this.



iacquire.com                              @iPullRank
BUT SEO GOES
               AND DOES MORE
               OF THIS…

iacquire.com   @iPullRank
SEO IS ACTUALLY VERY CAPABLE OF
COOL STUFF



Date                          @iPullRank
Interactive white papers @copypress on
               Check out this awesome Interactive Data Viz from
               the State of Content Marketing 2013 - http://iacq.co/Yg6LNu
               tp://iacq.co/Yg6LNu

iacquire.com                                                                 @iPullRank
Interactive data vizteam made this awesome
               @krisroadruck and the SearchFanatics
               horizontal scrolling data visualization for Trucker Classifieds -
               http://iacq.co/XtpT7G

iacquire.com                                                                       @iPullRank
USER-
GENERATED
CONTENT
@devin_concannon at free people
built a way to turn selfies into
marketing collateral with
olapic.com - http://iacq.co/WXIN8o


        iacquire.com                 @iPullRank
Htcpanel with @HamidSaifyin colorhec/o anthat they
               On a
                    phones are from Deutsch discussed seo
               used insights from Search to convince HTC to offer HTC phones in
               colors other than black, white and silver.

iacquire.com                                                                      @iPullRank
BUT CONTENT MARKETING IS
A LONG TERM PLAY


 iacquire.com         @iPullRank
But if we keep making mediocre content we
  will never get there

iacquire.com                          @iPullRank
Because people will treat content like
they treat commercials.




iacquire.com                             @iPullRank
OH, RIGHT…


                “SCALE.”
 iacquire.com         @iPullRank
LET’S TALK ABOUT GUEST POSTING.



Date                        @iPullRank
GUEST POSTING CAN MAKE
YOU A TON OF MONEY


 iacquire.com            @iPullRank
Here’s an examplegap around how to keep your social
               I realized there was a knowledge
               shares after a 301. I wrote a post on SEW, someone saw it and it
               ultimately generated $240K of new business for us.

iacquire.com                                                                      @iPullRank
SOMEHOW
GUEST
POSTING IS
ALIVE AND
WELL…


   iacquire.com   @iPullRank
Guest posting =diminishing returns
               If you’re using guest posting as your main link building tactic, then it
               will continue to show diminishing returns. Limit your guest posting to
               your best content that fulfills a need and satisfies an audience.

iacquire.com                                                                              @iPullRank
BECAUSE THE
WEB IS ON
TO US!
We can’t keep doing this, people know
what’s going on and hate it!




        iacquire.com                    @iPullRank
AND WHILE THAT SHOWS
SOLID DELIVERY FOR LINKS…


 iacquire.com          @iPullRank
Youare the budgets of respondents inparty study. Most
               These
                     are late to the the Copypress
               people are spending the same on content marketing in 2013, some
               are increasing their budget and most people want to guest post…

iacquire.com                                                                     @iPullRank
DIVERSIFY YOUR LINK
BUILDING TACTICS!


 iacquire.com         @iPullRank
LET’S TALK ABOUT INFOGRAPHICS



Date                        @iPullRank
WE’RE DOING AN
               INFOGRAPHIC
               STUDY
               We’re looking at hundreds of infographics from 2012. as many as we
               can get our hands on and measuring the links built, social shares and
               a variety of other features to determine what makes an infographic
               perform well.


iacquire.com   @iPullRank
BAD OR POOR
               INFOGRAPHICS
               GOT 3X LINKS
               Based on our 1-5 rating scale the infographics with that rated a 1 or
               2 (bad or poor) garnered 3 times more links than infographics that
               scored a 4 or 5.



iacquire.com   @iPullRank
INFOGRAPHICS
ARE NOT A
SILVER
BULLET
That leads me to believe Seo
companies are largely behind the
unnatural spread of infographics



       iacquire.com                @iPullRank
YOUR CONTENT MARKETING NEEDS
 TO BE BIGGER THAN GUEST POSTS
 AND INFOGRAPHICS.

iacquire.com                @iPullRank
YOUR CONTENT MARKETING must BE
 ABOUT STORIES AND EXPERIENCES.


iacquire.com               @iPullRank
13 THINGS YOU
SHOULD DO
These are the tactics behind a context marketing strategy
                                                            @iPullRank
1. Start from content strategy



                            Content marketing does not
                             inherently include content
                            strategy, but yours should.


iacquire.com                                 @iPullRank
2. Tell a compelling story and make it
an unforgettable experience




iacquire.com                             @iPullRank
3. Make quality a primary kpi.




iacquire.com                     @iPullRank
4. Ask yourself “will anybody care?”
                 Figure out who those people
                    are and then put your
                  content in front of them.




iacquire.com                                   @iPullRank
5. Get an awesome developer.
    This is @iamchrisle. He is an
    awesome developer. Get you        Chris just released a ton of
                one.                tools for google docs. Get those
                                       too: http://iacq.co/15AP6Ue




iacquire.com                                              @iPullRank
6. Use Data viz libraries

 http://selection.datavisualiz
           ation.ch/




iacquire.com                     @iPullRank
7. Invest in quality research




iacquire.com                    @iPullRank
8. Invest in stellar creative.

  MEDIOCRITY has diminishing
 returns and ultimately does
          not scale.




iacquire.com                     @iPullRank
9. Focus on the roi




                       See my mozcon Deck:
                      http://iacq.co/YHXlZa


iacquire.com                                  @iPullRank
BLOGS
                                    TWEETS                 VIDEO
                            ADS                                    UGC

                  PLUGINS                                                 COMICS

               COMMENTS                                                     PRODUCTS

        UI ELEMENTS                                                           INFOGRAPHICS

     PHOTOS
                             10. Diversify content types                           SERVICES

      ANIMATIONS                                                            PHYSICAL SPACE

          SLIDE DECKS                                                      PRINT MATERIAL

                     DATA                                            PRESS

                             APIS                                  PDFS
                                      TOOLS               EVENTS

iacquire.com                                  PLATFORMS                       @iPullRank
11. Developwhat rel-author is and that Google is looking to
               People don’t know
                                 your authors
               rank content based on the people connected to it. Be ahead of that
               curve.

iacquire.com                                                                        @iPullRank
12. guest post by audience not pagerank.



Use socialcrawlytics.com to
see if people are sharing and
topsy to find out who they
             are


iacquire.com                       @iPullRank
13. kickstart distribution w/ paid media
    Place content in front of
    the right audiences with
         contextual ads
     http://iacq.co/12Vwzm2




iacquire.com                        @iPullRank
11. Leverage social metadata
  Metadata is about having
content make the best first
         impression.
   http://iacq.co/Wf38UK




iacquire.com                   @iPullRank
13. MAKE CONTENT YOU’RE
NOT AFRAID TO SHARE.


 iacquire.com             @iPullRank
Let us
         Help you
        With That

iacquire.com        @iPullRank
then the
               web will
               be a better
               place
iacquire.com           @iPullRank
wwww.iacquire.com




Thank you
Michael King
Director of Inbound Marketing
@iPullRank

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The Season of our Discontent Marketing

  • 1. Michael King Director of Inbound Marketing @iPullRank
  • 3. Then I found this quote. It matched my feeling and almost my typography… iacquire.com @iPullRank
  • 4. This talk isn’t about google… iacquire.com @iPullRank
  • 5. THIS TALK IS ABOUT PEOPLE. The people that are consuming the “content” that we are pumping out on a daily basis. The people being inundated with guest post requests. The people of the web @iPullRank
  • 6. CONTENT MARKETING IS THE TROJAN HORSE OF MARKETING Date @iPullRank
  • 7. BUT IN SEO, CONTENT MARKETING IS JUST A EUPHEMISM FOR LINK BUILDING @iPullRank
  • 8. YOU USED TO BUILD LINKS… iacquire.com @iPullRank
  • 9. now you do “content marketing” iacquire.com @iPullRank
  • 10. YET THE SEO INDUSTRY SHOWCASES THE WORK OF AD AGENCIES… iacquire.com @iPullRank
  • 11. Dollar shave club. BBH showcased this at Cannes. iacquire.com @iPullRank
  • 12. Coca cola 2020. Good grief, It’s Coca Cola iacquire.com @iPullRank
  • 13. Old spice. Wieden+Kennedy did this. iacquire.com @iPullRank
  • 14. BUT SEO GOES AND DOES MORE OF THIS… iacquire.com @iPullRank
  • 15. SEO IS ACTUALLY VERY CAPABLE OF COOL STUFF Date @iPullRank
  • 16. Interactive white papers @copypress on Check out this awesome Interactive Data Viz from the State of Content Marketing 2013 - http://iacq.co/Yg6LNu tp://iacq.co/Yg6LNu iacquire.com @iPullRank
  • 17. Interactive data vizteam made this awesome @krisroadruck and the SearchFanatics horizontal scrolling data visualization for Trucker Classifieds - http://iacq.co/XtpT7G iacquire.com @iPullRank
  • 18. USER- GENERATED CONTENT @devin_concannon at free people built a way to turn selfies into marketing collateral with olapic.com - http://iacq.co/WXIN8o iacquire.com @iPullRank
  • 19. Htcpanel with @HamidSaifyin colorhec/o anthat they On a phones are from Deutsch discussed seo used insights from Search to convince HTC to offer HTC phones in colors other than black, white and silver. iacquire.com @iPullRank
  • 20. BUT CONTENT MARKETING IS A LONG TERM PLAY iacquire.com @iPullRank
  • 21. But if we keep making mediocre content we will never get there iacquire.com @iPullRank
  • 22. Because people will treat content like they treat commercials. iacquire.com @iPullRank
  • 23. OH, RIGHT… “SCALE.” iacquire.com @iPullRank
  • 24. LET’S TALK ABOUT GUEST POSTING. Date @iPullRank
  • 25. GUEST POSTING CAN MAKE YOU A TON OF MONEY iacquire.com @iPullRank
  • 26. Here’s an examplegap around how to keep your social I realized there was a knowledge shares after a 301. I wrote a post on SEW, someone saw it and it ultimately generated $240K of new business for us. iacquire.com @iPullRank
  • 28. Guest posting =diminishing returns If you’re using guest posting as your main link building tactic, then it will continue to show diminishing returns. Limit your guest posting to your best content that fulfills a need and satisfies an audience. iacquire.com @iPullRank
  • 29. BECAUSE THE WEB IS ON TO US! We can’t keep doing this, people know what’s going on and hate it! iacquire.com @iPullRank
  • 30. AND WHILE THAT SHOWS SOLID DELIVERY FOR LINKS… iacquire.com @iPullRank
  • 31. Youare the budgets of respondents inparty study. Most These are late to the the Copypress people are spending the same on content marketing in 2013, some are increasing their budget and most people want to guest post… iacquire.com @iPullRank
  • 32. DIVERSIFY YOUR LINK BUILDING TACTICS! iacquire.com @iPullRank
  • 33. LET’S TALK ABOUT INFOGRAPHICS Date @iPullRank
  • 34. WE’RE DOING AN INFOGRAPHIC STUDY We’re looking at hundreds of infographics from 2012. as many as we can get our hands on and measuring the links built, social shares and a variety of other features to determine what makes an infographic perform well. iacquire.com @iPullRank
  • 35. BAD OR POOR INFOGRAPHICS GOT 3X LINKS Based on our 1-5 rating scale the infographics with that rated a 1 or 2 (bad or poor) garnered 3 times more links than infographics that scored a 4 or 5. iacquire.com @iPullRank
  • 36. INFOGRAPHICS ARE NOT A SILVER BULLET That leads me to believe Seo companies are largely behind the unnatural spread of infographics iacquire.com @iPullRank
  • 37. YOUR CONTENT MARKETING NEEDS TO BE BIGGER THAN GUEST POSTS AND INFOGRAPHICS. iacquire.com @iPullRank
  • 38. YOUR CONTENT MARKETING must BE ABOUT STORIES AND EXPERIENCES. iacquire.com @iPullRank
  • 39. 13 THINGS YOU SHOULD DO These are the tactics behind a context marketing strategy @iPullRank
  • 40. 1. Start from content strategy Content marketing does not inherently include content strategy, but yours should. iacquire.com @iPullRank
  • 41. 2. Tell a compelling story and make it an unforgettable experience iacquire.com @iPullRank
  • 42. 3. Make quality a primary kpi. iacquire.com @iPullRank
  • 43. 4. Ask yourself “will anybody care?” Figure out who those people are and then put your content in front of them. iacquire.com @iPullRank
  • 44. 5. Get an awesome developer. This is @iamchrisle. He is an awesome developer. Get you Chris just released a ton of one. tools for google docs. Get those too: http://iacq.co/15AP6Ue iacquire.com @iPullRank
  • 45. 6. Use Data viz libraries http://selection.datavisualiz ation.ch/ iacquire.com @iPullRank
  • 46. 7. Invest in quality research iacquire.com @iPullRank
  • 47. 8. Invest in stellar creative. MEDIOCRITY has diminishing returns and ultimately does not scale. iacquire.com @iPullRank
  • 48. 9. Focus on the roi See my mozcon Deck: http://iacq.co/YHXlZa iacquire.com @iPullRank
  • 49. BLOGS TWEETS VIDEO ADS UGC PLUGINS COMICS COMMENTS PRODUCTS UI ELEMENTS INFOGRAPHICS PHOTOS 10. Diversify content types SERVICES ANIMATIONS PHYSICAL SPACE SLIDE DECKS PRINT MATERIAL DATA PRESS APIS PDFS TOOLS EVENTS iacquire.com PLATFORMS @iPullRank
  • 50. 11. Developwhat rel-author is and that Google is looking to People don’t know your authors rank content based on the people connected to it. Be ahead of that curve. iacquire.com @iPullRank
  • 51. 12. guest post by audience not pagerank. Use socialcrawlytics.com to see if people are sharing and topsy to find out who they are iacquire.com @iPullRank
  • 52. 13. kickstart distribution w/ paid media Place content in front of the right audiences with contextual ads http://iacq.co/12Vwzm2 iacquire.com @iPullRank
  • 53. 11. Leverage social metadata Metadata is about having content make the best first impression. http://iacq.co/Wf38UK iacquire.com @iPullRank
  • 54. 13. MAKE CONTENT YOU’RE NOT AFRAID TO SHARE. iacquire.com @iPullRank
  • 55. Let us Help you With That iacquire.com @iPullRank
  • 56. then the web will be a better place iacquire.com @iPullRank
  • 57. wwww.iacquire.com Thank you Michael King Director of Inbound Marketing @iPullRank