Content is NOT king WordCamp Miami 2014

Content Is Not KingIT’S CORE !

Presented by @JohnCarcutt

Who is this guy?Why should I take the time to listen to him?

John CarcuttDirector of SEO & Social MediaAdvance DigitalFollow on Twitter @johncarcutt

• 12+ Years in SEO and Online Marketing• SEO Educator & Speaker, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)

• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions for

national advertising agencies.

Our Newspapers

Our Websites

Advance PublicationsThe parent company of Advance Digital and CondeNast

Advance Publications

The idea that

Content Is Kinghas been around for a while now.

“Content is King”

Essay by Bill GatesJan 3 1996

“Content is where I expect much of the real money will be made on the Internet…”

“Content is King”

Essay by Bill GatesJan 3 1996

“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”

“Content is King”

Essay by Bill GatesJan 3 1996

“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.No individual will be precluded from participating”

Let’s be clear …

What Is Content ?

The 7 Layers of Content

Interactive Based

Document Based

Software Based

Audio Based

Video Based

Image Based

Text Based

The 7 Layers of Content

InteractiveDocumentsSoftwareAudioVideo

Text Based

• Blogs• Sponsored• Articles• Email• eBooks

• Brochures• Manuals• Case Studies• Social Posts• Guides

• Press Releases• Data Sheets• White Papers• Workbooks• Etc.

684,478 Pieces of content shared on Facebook2 million Search queries are made on Google100,000 Tweets are sent48 Hours of video are uploaded to YouTube3,600 Photos are shared on Instagram571 New websites are launched

Content in a Minute

2+ Billion People Online

325 Billion Websites Online

162.5 Websites per Person

What Does ThisLook Like Online?

I am going to say it …

Content Is Not King

I am going to say it …

Content Is Core !

ContentSocialization

Optimization

Promotion

You Must Help Content Stand Out

ContentOptimization

Optimization Layer

1. Search Engine Optimization

2. Video Optimization

3. iTunes Optimization

4. App Store Optimization

5. etc. etc.

Content Discovery when searching is anActive Process

ContentOptimization

Optimization isOngoing …

ContentOptimization

Authorship …

ContentOptimization

Authorship …

ContentOptimization

Author Rank …

ContentSocialization

The Google+ Factor

ContentSocialization

Socialization Layer

1. Seeding Content

2. Influence on Search

3. Sharing is the New Linking

4. Targeted Social Networks

Content Discovery in Social Media is aPassive Process

ContentSocialization

Socialization Layer

ContentSocialization

Sharing is Critical

ContentSocialization

Sharing is Critical

ContentSocialization

Controlled Sharing• FaceBook Open Graph Protocol

• Twitter Cards

• A Variety of Plugins

ContentPromotion

Promotion Layer

1. Online & Offline

2. Sponsored Content

3. Audience Targeting

4. Audience Re-Targeting

5. Paid Social Media

Content Discovery via Advertising is aTargeted Process

ContentPromotion

Sponsored Content

ContentPromotion

Audience Targeting

ContentPromotion

Re-Targeting

ContentPromotion

Paid Social Media

ContentPromotion

FaceBook Ads

ContentPromotion

FaceBook Ads

The Layers Recap

Optimization LayerAllowing your content to be found when users are searching for something specific.

Socialization LayerMaking your content available for display to users who are browsing their social grid.

Promotion LayerYou reaching out to find specific users to interact with your content.

Great Content Is Critical

Not All Content Is Great

Not All Content Is Great

(or can be)

Your Content Is CoreEven Great Content Needs Help.

Thank You

Follow me on Twitter@johncarcutt