Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016

download Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016

of 174

  • date post

    12-Apr-2017
  • Category

    Technology

  • view

    45
  • download

    0

Embed Size (px)

Transcript of Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016

PowerPoint Presentation

TEXT ALL TO HERE TEXT ALL TO HERECAN YOU READ ME ? CAN YOU READ ME ? CAN YOU READ ME? CAN YOU??????

www.softwarepromotions.com | @thedavecollinsTEXT ALL TO HERE TEXT ALL TO HERE

The Lost Art of Meaningful ContentDave Collins, SoftwarePromotions@The DaveCollins

3

Smart & ambitious - early adopter of affiliate system & SEO4

Demand +, #1 competition, sales grew 5x in 15 monthsGrew dev team & product range5

6

7

8

SEO 1:exist

9

SEO 2:tweak

REAL site and help altavista10

SEO 3:manipulate

PageRank & the more links the better11

SEO 4:hack

The era of hacking everything12

13

15

100 -> 10,000 ->16

How many SPAM a day?

184 billion! 2.2 million a second!17

Am I the first spammer to speak at BoS?

Nowadays I engage in the noble art of SEO18

20

No sarcasm21

Back to Bobs history22

2004

THE remake23

Dabbled liked shiny object - outsourced

24

Every SEO trick ever seen & more!25

So it turns out Bob had a lot of content26

Used every trick in the book including some Id never seen!27

moderate strategies produce moderate gains

Aggressive strategy of dominating search and it worked28

Thats not good. Your day of reckoning is looming. Blah blah blah

Accepted my points but29

Im a smoker. I know30

Right now Im riding that wave & will continue31

32

2011

Googles first shot at crappy results. Panda Nov 2011. Day of reckoning (but this still was not the mine).

34

35

G trying to get rid of poor quality results. That simple.36

200+ pages fixed, but I worried there are other issues. Still a smoker will deal with tomorrow tomorrow37

38

2012

Curiosity landed39

Penguin April 2012

Dodgy links.40

This time it was really bad41

6/800 -> single figures. Staff laid off.42

1st sweep: 10,000+ links 3 yrs+ to make a dent

43

What is a toxic link explain did not come from us!44

Bob shaken up. One thing to know day of reckoning will come45

No more dodgy links but has moved onto content.46

Bobs problems werent about specifics of links. It went deeper.47

More about riding waves in general went far beyond SEO48

Bobs problemPart 1

Evolution

50

The evolution of quality

51

The evolution of quality

52

The evolution of quality

53

The evolution of quality

54

Me vs. Dad. QUANTITY increased

55

Prob 1 quality replaced by quantity56

Bobs problemPart 2

THE PROBLEM PART 2:

57

Shouting doesnt work. Online or off. So we encourage other people to shout for us.

58

The myth of amplification59

60

beginners guide to content marketing61

KS talk with absurd photos and unlikely conversations62

63

64

65

66

67

The tide is starting to turn ppl dont like being deceived. Who knew? Prob 2: blindly following others72

Bobs problemPart 3

I know

Human nature: I know

74

Epiphany marketing & shiny-object syndrome

Epiphany marketing & shiny new object syndrome. Something that we ONLY see online. 3rd problem.

75

IN THE REAL WORLD there are rules

76

We judge by appearance, and first impressions play a big part

77

By what were doing

78

By our perceived reputation79

By the image that we give off80

By the messages that we send81

And how we hold ourselves82

We judge by appearance, and first impressions play a big part

83

84

Countless conversations many of which will define 1st (and strongest) impression85

My Brit accent gives me an advantage (no sarcasm) as all things British are86

The online world is in this world!87

Guess what being horrible online is being horrible88

Even on Twitter89

Why do we think that shoving is better than interrupting?90

Because we already know that shouting doesnt work91

Asked to speak at BoS genuine honour & privilege 92

Could have done this93

Or fantastic94

Time filler. But95

What a wasted opportunity to share ideas.96

As is every piece of content you ever write. Every single one an opportunity.97

When Joanna from CH asked me if I wanted to write a blog post for their site, I spent many hours on creating tailored content for her audience. This wasnt the easy option.98

I could have gone for an easier option with a cool headline. Because the cool headlines work! But99

The obvious argument to all this100

The spam model wow, same argument applies!

101

Pollution and self-inflicted deluge -> drowning. Not toxic but full of garbage! Swimming in rubbish. Familiar?

102

Attack on clarity103

All of this has happened before and all of this will happen again. 104

Infinite loop: IN SEO find flaws, exploits, G slaps, find next opportunity105

Maybe DO NO EVIL is a warning? Pretty crappy moral compass if you ask me

106

Ideas that work -> clever -> mainstream -> quantity (SLIDERS ON WEB PAGE) The Ultimate Arms Race

107

Spam = bombards your inbox. And it works. Kind of.108

Inbound = bombard your world. And it works. Kind of.

109

Either way youre drowning people in content that they dont want. 110

111

Option I: the easy way112

I have a formula

113

mental masturbation+verbal diarrhoea=easy content (but rubbish)

114

115

Option II: The Seth Godin model

116

Right here! Search for DC, SG, JS yes Im that good at SEO117

Daily posts often under a few hundred words. HIGH quality. 118

Also the most profound statement Ive ever read more later.119

The Joanna Wiebe model120

About 11 months ago, we published a post that took somewhere in the vicinity of 180 hours to research and write.

It's 12,000 words and a 59-minute read.

It's on a subject we knew people wanted us to cover: copywriting formulas.

Shared: >4700 times

Comments >130

It ranks first for the phrase copywriting formulas (!)

It gets several thousand page views a month

The average time on that page is 5 minutes 23 seconds

We get emails thanking us for it regularly

It's generated 1000s of subscribers

I've spent what may add up to a year's worth of time writing posts few will ever see or care about.

But the body of work we're building here is bigger than the individual posts

You have choices but the easiest may be the most tempting126

BAD HABITS ARE EASY TO ACQUIRE but we (in this room) are not like most people. We can do better. We are better.

127

Other peoples ideas are alluring.Borrowing them is deceptive. (Cuckoos Egg)

128

Consequences of handling the issues of others129

Repackaging, regurgitating, really?130

HARD IS GOOD (easy doesnt mean good/best)ExerciseCreativityGrowthLearningChanging

131

Stop hacking!

132

learn to be a Doctor in 7 days???

133

Dont default to shortcuts

134

- Easier to write

- Better feedback

- More engagement

- Less unsubscribes

This talk -> own organic identity -> changed GD to every two weeks135

Dave Collins (DC) -

NEW CLEAN CONTENT

136

Hey did you see that awesome post on the Buffer blog this morning?

Ideas that should be set free & sharedvsonly sharing other peoples thoughts & opinions

137

homeopathy138

YOU ARE UNIQUE!

139

Nobody experiences the world like you!

140

Tap into it dont fake it. Shelves that look? No arguing?

141

Because it isnt difficult to spot the real thing when you see142

So heres the solution

THE SOLUTION

143

Release the good quality and original content, Smithers

Good quality content that must be set free

144

Kill your content calendar before it kills your reputation.

145

Or your ideas will become lost and youll feel trapped in a self-inflicted jail146

Only use Google for researchdis/proving ideasReinforcingRefutingNot for content pillaging. And heres that quote I promised

147

But its not G, its how we use it148

Saying No to Being Bought Out: Rookie CEO Grows Up Reluctantly

Content because theres something to say Peldis talk last year was his best fantastically authentic story. Original. Fascinating.

149

So guess what happens next? 150

Links happen when theres content worth linking to

151

Unlikely conversations like this one might actually happen152

Social sharing happens when theres something to share let the system work for you!

153

154

155

Does this provide real value?

1st guiding constant principle:

156

2nd guiding principle: signals just like the real world!

157

Plan, research and write for: (1) humans (2) Google

158

moderate strategies produce moderate gains

BOB: Agreed