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My slide deck from the Distilled Meetup about Marketing Your Startup, held at ZocDoc in Soho, NYC.
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JOHN DOHERTY DISTILLED NYC
Startup Content How to Do It Right
@dohertyjf
Today we are talking about startups and
marketing, but to win long term in
marketing it helps to have content.
@dohertyjf
A lot of startups, though, think of
marketing after the fact, and then it’s
“marketing content”, not useful content.
@dohertyjf
Most of you are SEOs. This is the startup
version of “SEO content”.
@dohertyjf
#facepalm
Why Create Great Content
@dohertyjf
@dohertyjf
Search Volume
“Dollar Shave Club” far outstrips “men’s razors” in search volume.
@dohertyjf
Increased Coverage
@dohertyjf
Traffic = money/users
4,072
5,087
6,012
11,206
12,129
13,967
0
3,500
7,000
10,500
14,000
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Organic visitors
243% Organic Improvement
0
3,500
7,000
10,500
14,000
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Users go the same way
Startups Who Fail at Content
Marketing
@dohertyjf
@dohertyjf
Instagram ($1bn of nothing)
@dohertyjf
Instagram’s Site
@dohertyjf
Their Web Interface Sucks
@dohertyjf
They should have done Pinstagram
@dohertyjf
Mint.com
@dohertyjf
Mint.com’s Blog is Meh
@dohertyjf
But their product is sexy
@dohertyjf
They should have done what WePay did
@dohertyjf
HouseBites.com
@dohertyjf
HouseBites.com is boring
@dohertyjf
So is their blog
@dohertyjf
Their Flickr is AMAZING
@dohertyjf
They should be all over Pinterest. But they only have 14 images there. Missed
opportunity.
Startups Who Do It Right
@dohertyjf
@dohertyjf
Oyster.com – Doing It Right(ish)
@dohertyjf
Oyster’s Photo Fakeouts (293 Linking Root Domains)
@dohertyjf
WePay.com
@dohertyjf
WePay Does It Right
@dohertyjf
WePay’s Publicity Stunt
@dohertyjf
Don’t just think about content on your
own site either. Here are two examples of
startups whose founders have big
followings.
“But I’m Not Creative”
@dohertyjf
@dohertyjf
@dohertyjf
Folks who never do any more than they get paid for, never
get paid for any more than they do.
- Elbert Hubbard
Industry-Shaking Content is Difficult
@dohertyjf
Difficult, Focused Work Pays Off
@dohertyjf
Step 1: Don’t Talk About Yourself
http://www.johnfdoherty.com/
brand-voice-marketing/
@dohertyjf
Step 2: Audience
http://www.seomoz.org/blog/keyword-level-demographics
@dohertyjf
Step 3: Competitor Research
[keyword phrase] + guide
How to [keyword phrase]
https://seogadget.co.uk/content-
strategy-generator-tool-v2-update/
@dohertyjf
Step 4: Prioritize, Resourcize,
Calendarize
Start small. Get a dedicated resource (pro tip next slide) to produce one piece of
difficult-to-replicate content.
Create a calendar of consistent material. Your first won’t get many links. Your
second will get more. Your third will do better.
@dohertyjf
Step 4: Prioritize and Resourcize
Ahem: https://www.google.com/search?q=find+an+intern&pws=0
@dohertyjf
Our Intern Did This
@dohertyjf
Our Intern Did This
It’s our 6th most linked-to page.
It got a link from Seth Godin
Done by a 17 year-old
@dohertyjf
Step 5: Do The Hard Work
Do The Big Work (Seth Godin)
@dohertyjf
Step 6: Outreach
http://www.seomoz.org/blog/outreach-for-linkbuilding-whiteboard-
friday
Remember these guys?
Now it’s time for
outreach.
Social media
PR
John Doherty
SEO Consultant at Distilled NYC.
Traveler.
Rock climber.
Company Blog: http://www.distilled.net/blog/
Personal Blog: http://www.johnfdoherty.com/
Facebook – Public Profile
SEO Consultant – Distilled [email protected]
http://twitter.com/#!/dohertyjf
@dohertyjf
JOHN DOHERTY
Thank You
Questions?
Distilled NYC
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