Making Cool Sh!tIsn’t Content Marketing
MARCH 5, 2013: DISTILLED SEATTLE MEETUP
ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO
What many SEOs think content marketing is…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
And this is aproblem because…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
MISSING HUGE OPPORTUNITIES TO…
• Create flywheel
• Improve brand + credibility
• Earn consumer trust
• Bring consumers into funnel
• Increase long-term organic traffic
• Diversify marketing plan
What contentmarketing actually is…
“
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
A technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action.”- Joe Pulizzi, Content Marketing Institute
Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.”- Michael Brenner, Sr. Director Marketing & Content Strategy at SAP
“
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Get to know yourself…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Get to know the funnel…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
DISCOVERY
TRIGGER
SEARCH
CONSIDERATION
PURCHASE
STAY
YOUR BRAND
Get to know your audience…
YOUR AUDIENCE
ANALYTICS RESEARCH
KEYWORD RESEARCH
PERSONA RESEARCH
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Get to know your brand…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
This ain’t real…
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
BRAND MESSAGE:
• Not your dad’s system
• More than an expense
• Simple & easy
RESULTS:
• 5% lower bounce rate
• 15% more organic traffic
• 10x more likely to purchase
• 40 partner links, no outreach
• Improve rankings to 1st page
audience + brand =epic sh!t content marketing
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Audience Brand Strategize Create
Need Links
Epic Sh!tPitch
THANK [email protected]
ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO