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Learn WHY and WHAT content will guarantee success to your online marketing efforts. This is lesson #3 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #1: http://kpis.co/2011/10/24/3-things-to-know-for-your-website-to-succeed Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2
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In the Court of the
Content King Why is great content key to online marketing?
Hi! My name is Mike Darnell. I was born in 1974 My 1st job was modeling underwear & Roman toys
Is your website targeting and engaging prospects?
My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM…
Web: Cnngo, Vertu, Playboy…
According to the
MARKETING is…
“…the activity, institutions, and processes for creating,
COMMUNICATING,
delivering, and exchanging offerings that have value for
customers...”
Marketers have always known the key to success is
providing succinct and useful
information regarding their
products…
…both in person and otherwise.
in 1996 Bill Gates wrote a visionary
article titled
Content is King:
“…Content is where I expect the real money
will be made on the Internet, just as it was
in broadcasting…
…The TV revolution spawned a number of industries, including the
manufacturing of TVs, but THE LONG-TERM WINNERS WERE THOSE WHO
USED IT TO DELIVER INFORMATION & ENTERTAINMENT…
[Bill penned the article in March.
In August Microsoft and NBC launched
MSNBC]
…the broad opportunities for most companies involve
supplying INFORMATION or entertainment.
NO COMPANY IS TOO SMALL
TO PARTICIPATE…
…One of the exciting things about the Internet is that anyone can
publish whatever content they can create.
THE INTERNET ALLOWS
INFORMATION TO BE DISTRIBUTED WORLDWIDE AT ZERO MARGINAL
COST…”
The essay is a masterpiece because it predicts not only the web’s ascent as an easily accessible means of publication,
but also how this will impact human society as a whole
Strangely Microsoft has never been able to capitalize on Bill’s insights regarding the web
In 1996 Microsoft and Netscape were fighting
to control HOW we accessed the web
“Content is King” predicted that wouldn’t matter half as much as
WHAT WE DID ONCE WE GOT
THERE
…but as the web grew in size the problem became FINDING WHERE WE’RE
GOING
That was about to change because these guys shared a room in Stanford
Sergey Brin
PHD project:
Data Mining Development
Larry Page
PHD project:
Inferring the importance of a research paper from its citations in other papers
Why is Larry’s Ph.D project the key to Google search,
and how does this matter to YOU?
“…Inferring the importance of a
research paper from its citations in other
papers…”
A bunch of research papers…
paper
paper
paper
paper
paper
…all citing the same source…
paper
paper
paper
paper
paper
Paper
paper
paper
paper
paper
paper
IMPORTANT paper
…serve as an indication the
source is Important
Larry’s big idea, and the foundation for
Google’s search algorithms, is simply
the concept that:
A web page’s importance can be inferred from the number of pages
linking to it
What does this mean
to you?
Simply put:
The more OTHER SITES link back to yours,
the better your Google search ranking
Sector Trade
magazine
Opinion Leaders
blog
Wikipedia definition
related to your business
Your site
“Good” inbound links are from pages that
relate to your offerings and industry
The importance of the linking webpage
determines the quality of the link
This is known as
PAGERANK
…after the guy who invented it – Larry Page
The cute version
Google calculates Pagerank relationships by MAINTAINING A COPY OF ALL INDEXED PAGES
[in 2010 Google’s data centers were
using the equivalent of ¼ the output of
your average nuclear power plant]
Google’s hardware infrastructure is a cornerstone of its success and
a closely guarded secret
Now that we understand the
importance of links to search ranking the next question is…
Take a minute and list the links you’ve created and shared
recently…
We link to content that: A. Moves us B. Engages us C. Is USEFUL
REMEMBER THIS?
“Marketers have always known the
key to success is providing succinct
and useful information
regarding their products”
1. CONTENT HAS ALWAYS BEEN KING:
Marketing has always been about
communicating useful and engaging information related to
products and offerings
2. THE WEB LEVELS THE FIELD
The low cost of publishing and syndicating Online Content serves as
an equalizer giving SMEs an opportunity to compete with MNCs
on even ground
3. A LINK ECONOMY
The ultimate measure for success of any type of online content is the
number of inbound links and user engagement it generates
Good content is “rewarded” with
better search rankings, which in turn, further boosts its popularity, etc…
1. Pair up and introduce your businesses 2. Come up with 5 ideas for content relating to your partner’s business that you would be likely to link to 3. List the topic, media, attraction and estimated cost (time, effort, $$$,…) 4. Determine criteria for measuring success 5. Present your work to the group This is a brainstorming exercise: Don't shoot down ideas, don't criticize, keep it open Don't say "you can" Say "I would link to..."
Content by Topic Content by Medium
Products/Services Company information
News Events
TIPS/HOW-TOS* FAQS Lists
CASE STUDIES TESTIMONIALS/CLIENTS
Articles etc…
Texts (HTML/PDF)
Images Presentations
Audio Podcasts
VIDEO Forms/Quizzes
Etc.
* Extra Credit: Why are some of the above in ALLCAPS?
The inherent challenge in generating marketing content online is finding a sweet spot between content that is "link bait",
and content that has commercial marketing value for your company
SUCCESSFUL online campaigns are campaigns
that resolve this in an optimal fashion
About this Image…
in 1969 Barry Godber, a computer programmer in his 20s, provided the cover art for one of rock’s most revolutionary albums:
In the Court of the Crimson King
The album is considered a revolutionary masterpiece because it substituted rock’s
blues foundations with jazz and classic elements
The outer cover is probably
more famous than the inner…
Sadly Barry didn’t live to see his artistic endeavor become a cultural icon.
He died of a heart attack shortly after the
album’s release at the age of 24
