Content Marketing - Beyond the Bullshit
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Hannah Smith@hannah_bo_banna
Content MarketingBeyond the Bullshit
Think Visibility Hannah Smith @hannah_bo_bannaSeptember 2012 Distilled.net
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Hannah SmithSEO Consultant – [email protected]@hannah_bo_banna
SEOmoz Associate & SEOChick.
No longer has red hair.
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I set myself a challenge...
talk about content marketing
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without mentioning...
old spicedollar shave clubok cupidoyster
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because
you’ve heard it before
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#yawn
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everybody’s talking about
content marketing
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but
what the hell is it?
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&
why should you care?
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hopefully this presentation will help
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I am an
seo
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with problems
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which I’m
hoping
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you can
relate to
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Problem 1.
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Problem 1.
I need to build
links
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(sometimes) my clients reject my link building ideas & therefore
preventme from building links
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why?
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we’re
victimsof our own success...
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we know what
the linkerati <3
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BUTmost clients do not want their brand associated with
zombies, bacon, cats, conspiracy theory,
controversy or drama
even if they’ll get links out of it...
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the lesson?
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content needs to support
brand positioning
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SPEAKER NAME - EDIT FOOTER
Using Content Marketing to
support brand positioning…
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it’s a tough niche & we
*need* links
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BUTthe client did not want their brand associated with
zombies, bacon, cats, conspiracy theory, controversy or drama
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solution - support the brand’s positioning as
the small business champion
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handily enoughthey were already creating some content...
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we figured we could help by creating
remarkable content
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that would support their brand position as
the small business champion
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& that would support their
existing content strategy
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411 links
from 111 domains
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160 links
from 36 domains
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147 links
from 48 domains
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the client is and so are we
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but there’s a trade off...
this sort of content will be
far less successful than
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zombies, bacon, cats, conspiracy theory,
controversy or drama
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but that’s ok
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their CEO loves the content
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their customers love it
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This isn’t *just* content for links – this is content for their customers.
They include it in email newsletters & other marketing activity.
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so content marketing is just using content for
link buildingright?
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wrong.
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remember I said I was an seo with
problems?
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Problem 2.
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how do you ‘get found’ by customers who
don’t know they need you yet?
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SPEAKER NAME - EDIT FOOTER
Using content marketing for
Lead Generation
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Salesforce
have a strong domain & already rank well for keywords customers are likely to search for when they’re ready to buy.
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but
how could they attract customers higher up the sales funnel who don’t know they need a
tool like Salesforce yet?
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create content
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strong domain - it’ll likely rank
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we need to consider
more
than just search engine visibility...
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because search engines
are not the only way we find content
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so Salesforce created content people would
want to share
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then Salesforce let people know it was there
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via the corporate Facebook/Twitter/Google+accounts
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home page takeover of the corporate site
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enlisted the help of 15 expert advocates
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email newsletters
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guest blogging
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PR
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advertising onTwitterLinkedIn Google Display Network
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Results• Traffic for January was up 80% YoY• Traffic from social sites was up 2500%
See - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
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Results (you actually care about)• 6500 newsletter sign ups• 10,000 eBook downloads
See - http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
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leads = money#justsayin’
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do links = money?
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Problem 3.
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rankings are great but
no one’s buying
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SPEAKER NAME - EDIT FOOTER
Conversion Rate Optimisation
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grossly simplified CRO process
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sorry @pav
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find out
why people buy
&
why they don’t
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figure out which benefits
aren’t being communicated & which
objections
aren’t being addressed
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create new pages to
test
improved messaging against your current page
Read more - http://conversionfactory.com/downloads/checklists.pdf or speak to Pav
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end result?
more money
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& your boss / client loves you
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right now you’re probably thinking
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wait, that’s CRO not
content marketing
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SPEAKER NAME - EDIT FOOTER
What is Content Marketing?
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it’s the creation and sharing of content in order to:
attract, acquire and engage current and potential customers
with the objective of:
driving profitable customer action
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it’s about creating
profitable relationships
with customers
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not just link building...
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SPEAKER NAME - EDIT FOOTER
Content Marketing Misconceptions
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misconception 1:
content marketing is
‘free’
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Cute? Sure
just not true.
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also, it’s not
cheap
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Cheap “SEO content” looks like this
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Cheap article marketing looks like this
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Cheap “articles” read like this
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the creation and sharing of content in order to:
attract, acquire and engage current and potential customers
with the objective of:
driving profitable customer action
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Misconception 2:when it comes to content marketing
more is more
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SPEAKER NAME - EDIT FOOTER
Kerry Lauerman, Editor in Chief, Salon.comSource: http://open.salon.com/blog/kerry_lauerman/2012/02/03/hit_record
33% fewer posts;40% more traffic
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misconception 3:
content marketing belongs on your
blog
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bandcamp.com - FAQs
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Misconception 4...
if you build it they will come...
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you are not Kevin Costner...
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SPEAKER NAME - EDIT FOOTER
Takeaways
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sometimes people don’t take seos
seriously
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because often our activities
aren’t fully aligned with branding and marketing goals
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content marketing is a discipline that
complementsseo & we ought to leverage it
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because
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attracting, acquiring and engaging current and potential customers
with the objective of:
driving profitable customer action
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is something your client / boss is going to
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significantly
more than
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it gives you and your clients; or you and your marketing department / boss the opportunity to
align your objectives,
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& stop fighting against each other
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think
beyondlinks
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think
beyondsearch engine traffic
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&make more money
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Image CreditsZombies - http://www.xfirstaidkits.com/v/Zombie-Proof-Architecture/Bacon - http://www.flickr.com/photos/samsmith/2747313794/sizes/l/Cat - http://www.flickr.com/photos/paolomargari/1992019542/sizes/l/Conspiracy - http://www.alienandufopictures.com/ufo_pictures.htmlControversy - http://xkcd.com/386/Failure to communicate - http://theinfluentials.wordpress.com/2012/06/18/failure-to-communicate/Future of marketing - https://plus.google.com/112310499813770104747/posts/JBesS2cnAGoField of dreams - http://www.tumblr.com/tagged/field-of-dreams