DON’T START CONTENT MARKETING (YET)
IAN LURIE, CEO & FOUNDER PORTENT, INC @PORTENTINT PORTENT.COM
portent.co/contentitis
Yes, like this, no ‘m’.
How this will go: A rant
3 steps A few rants mixed in
All done
i r the googles. hear me roarz.
IAN WTF!
BRAND CONTENT
BRAND CONTENT
yeah, because i've never seen this
before.
nooooooooo
sorry, dude. you've got content.
IF CONTENT IS SO TERRIBLE, YOU’RE KINDA SCREWED.
YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR PRODUCT
YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR SITE
IF YOU’RE USING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
BY JOVE, THERE'S CONTENT RIGHT
HERE
this is 100% pure!!!!
THE STREET VALUE. MY GOD, MAN...
PUT THE CONTENT W/ THE BRAND ‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT
1
CATEGORY PAGES PRODUCT PAGES ABOUT US HOME FAQ
GO TO THE CUSTOMER aka USE THEIR LANGUAGE
2
WHAT must i do to make you believe me?
NOT AN ‘SEO TRICK’
revenu
e
Revenue
Right words
Wrong words
See our red bridesmaid gowns because they’re bridesmaid gowns that are red. All bridesmaids like red gowns, don’t they?
OH GOD. NO.
USED ‘RUNNING SHOES’ 15 TIMES IN 45 WORDS
ANSWER A QUESTION aka DON’T BABBLE
3
LINK IDEAS NOT KEYWORDS
DELIVER HIGH IMPUTED VALUE aka MAKE IT CONSUMABLE
4-6 LINES/PARAGRAPH 10-15 WORDS/LINE
WRITE FOR THE SCROLL, NOT THE FOLD
GOOD TYPOGRAPHY (IF YOU CAN)
CHECK YOUR #$!)@(#! WORK
MEASURE EVERYTHING
MEASURE READABILITY
MEASURE IMPACT
…OF TOPICS
$100,000.00
$500,000.00
Didn't write about knishes Wrote about knishes
…OF WRITERS
$100,000.00
$500,000.00
By George! By Frank.
…OF LAYOUTS
100000
500000
Pretty pictures Ugly nothing
MEASURE THROUGHPUT
YEAH, IT PAYS aka TOLD YA
May Dec
Organic Search Revenue, year over year 2013 2012
content campaign starts
May Dec
Organic Search Revenue, year over year 2013 2012
bigger growth
Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13
Overall Revenue, 2011-2013
content campaign starts woo-hoo!
May-11 Nov-11 May-12 Nov-12
Revenue Growth (key months)
ROI? 10:1
IF YOU’RE DOING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
OK. NOW YOU CAN START CONTENT MARKETING.
portent.co/contentitis
Yes, like this, no ‘m’.
Recommended
