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Tulsa ama presentation


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Tulsa ama presentation

  1. 1. Content, Curation and SEO – then you can get beer. Tony Wright CEO & Founder, Wright IMC
  2. 2. Agenda • Who is this guy? (no slides, I just talk about myself a lot) • How do people search – then and now (I don’t know the future) • Earned Media – One boring slide • Simple SEO 101 (don’t fall asleep, I’m watching!) • What is content marketing (it’s SHINY!) • Curation – Not your grandpa’s plagairism • Social listening hearing aids • Results. Give. Knowledge…Market Orienteering for Content Creation (Huh?) • Random Tips are appreciated
  3. 3. How we think people search. Go to Google Type in Keyword Go to my landing page Click my result Buy my product
  4. 4. How people actually search Go to search engine Type in Keyword Click on Natural listing #1 Go to Site A Click on link on Site A Go to unrelated site Go have a Coke Go back to search Engine Type in Related Search Click on natural listing #3 Click on link to more research on product Continue researching product Look at Porn for a while Go back to the search engine and type in more relevant keyword Click on Paid listing #1 BUY PRODUCT!
  5. 5. How did people Search? “As seen in the heatmap (left), fixations are studded around the top 5 results and the majority of clicks are upon the top 3 results (discounting the sponsored link). The sponsored link was actually not well attended to due to the fact that searchers are now familiar with advertiser placement within Google. The 2008 heatmap supports the recent trend observed by Cornell University (Their study found that the top 3 Google results get 79% of all clicks) and by AOL (Findings were that 63% of clicks were concentrated upon the top three search results).” – Think Eyetracking Study, 2008
  6. 6. How do people search now? QFCQ&
  7. 7. SEOs, Content Marketers and Socialistas specialize in “EARNED MEDIA” • Earned media (or free media) refers to favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.[1][2] Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet.
  8. 8. SEO 101 – The four C’s of Success • Code: HTML, Content Management Systems, W3C Compliance, Java Scripts, oh my! • Content: Words mean things. Without words, you are invisible • Connections: Links and Likes is the “whuffie” of Search. The quality of your friends tells Google a lot about you in general. • Communications – Social gets links. Content on other properties gets links. Good content gets links.
  9. 9. Shiny, happy Content Marketing • Content marketing is not new • Content marketing is not magic • Content marketing is simply writing good stuff • Content marketing is also publishing, syndicating, marketing, influencing, and providing information • Content marketing has been and always will be here – under any name
  10. 10. Curation – It’s not stealing if it’s reasarch • Understand Fair Use – usually ok to include the first paragraph and a link • Link to what you love – and let the love come back • Don’t just curate – comment. Have a freakin opinion (SEE OUR WHITE PAPER!) • Can’t be first? Be best.
  11. 11. Results. Give. Knowledge. • Search is the compass for your market orienteering. • Both paid and natural search analytics provide maps for Social Media Content Strategies • Keywords are comforting…Wordsmithing is over-rated • Google Analytics works great for mining valuable content creation data.
  12. 12. Social Listening – What’d you say about me • Social listening tools can be expensive • Here are some free ones – Google Analytics – Google Suggest – Google Insights – Google Keyword Tool – Twitter Search – Facebook Search – Google Alerts – Hell – just Google “Free Social Listening tools” – Ok – on 3 everyone shout their favorite one
  13. 13. What do I do with this information? • Answer consumer questions • Appeal to audience interests • Use the six weapons of mass influence – Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking and Scarcity • Drive your audience to where you want them and define the action you want them to do!
  14. 14. The Link Economy • Link building is a <$1,000,000,000 industry • Bought links are against Google’s Terms of Service • Social Media naturally generates links – Let’s talk Nofollow for a second…forgive me while I put my geek hat on • Integrated marketing teams with creative ideas are more successful that stand-alone SEOs or SMMs.
  15. 15. Random Tips • it. • Google Analytics. Worship it. • When writing headlines, split them up. Social on one side, SEO on the other • Bullet points drive keywords home • Overoptimization is real. Don’t do it. • Always get the link. Remember, the links affect the ranking • Understand that Social drives Search, rarely does search drive social. • ANSWER PEOPLE’S QUESTIONS • Create a syndication strategy for your niche • Buy influencers a beer • If you can’t write – find someone who can • Search = Direct Response, Social = Branding, Content = Authority and Syndication You need the all.
  16. 16. How can I help You? • Follow me on twitter @tonynwright • Email me at • Call me at 214.529.0703 • Visit our company website at