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