simon penson_searchlove london 2013

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THE NEW RULES OF BIG CONTENT

PROMOTION

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WHY

BIG CONTENT

#BIGCONTENT

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OUR WORLD RUNS ON A CLASS BASED SYSTEM

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AT WORK

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AT PLAY

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IN THE MINUTIAE OF MARKETING TOO

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THE SAME IS TRUE OF

CONTENT

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“ “GOTHMOG

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THE AGE OF LOW VALUE CONTENT IS OVER

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THE TIME OF BIG CONTENT HAS COME

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IT’S HOW YOU GETCUT THROUGH

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YOU DON’T BELIEVE ME?

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SCALE OF THE UNIVERSE

87k Links 3.5k Domains 35k Twitter shares 320k Facebook shares

An interactive infographic – htwins.net/scale2/

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WIN!

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SENDING THIS WON’T CUT IT

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“WITHOUT HARD WORK, NOTHING GROWS BUT WEEDS”

Gordon B. Hinckley

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THE ROAD TO PROMOTION

SUCCESS

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WHAT WORKS FOR US

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THE CONTENT

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COVER EVERY ANGLE

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ASK QUESTIONS

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WHO WOULD BE INTERESTED

IN THIS?

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PERSONA DEVELOPMENT

STAT MANOver 35

Male

Likes to be right

FOOTBALL FANATICAround 29

Season Ticket Holder

Ardent club fan

SOCIAL JOEAround 21

Lightweight Consumer

Likes to be first

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WHERE DO THEY HANG OUT?

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SPORT SITES FINANCE SITES INDIVIDUALCLUB SITES

SPORT STAT SITES

FACEBOOK TWITTER

HIGHLIGHT THE NICHES

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HOW DO I FIND THE RIGHT SITES?

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WE MADE SOMETHING!

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PReacher

preacher.zazzlemedia.co.uk

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MAJESTIC SEARCH EXPLORER

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SEOQUAKE

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TECHNORATI

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WHAT’S THE SELL?

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EXCLUSIVE ANGLES EXCLUSIVE CONTENTMVP INFOGRAPHICS

CLUB PAGES EMBED WITH INFOGRAPHICSALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE

GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS

CONTENT EXCLUSIVES

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HOW DO I REACH THE BIG GUYS?

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THIS IS ABOUT PEOPLE NOT

EMAIL ACCOUNTS

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PRO TIPGO TO THE DEPUTIES OR

FREELANCE WRITERS

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+

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INVEST IN A PAID ACCOUNT

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JOURNALIST DIRECTORIES

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WE NEED A TARGET

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REACH THESE ‘GUYS’

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RUN OUR TOOL

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JUMP ON LINKEDIN

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WE’VE FOUND THEM LET’S STALK!

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NETVIBES IS THE NEW iGOOGLE

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THE CONVERSATION

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BE VERY CLEAR ON VALUE

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FOLLOW UP IMMEDIATELY

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SURPRISE & DELIGHT

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FIND YOUR AUDIENCE ON SOCIAL

http://moz.com/blog/forget-googles-games-make-social-a-primary-traffic-source

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THEN AMPLIFY

1.91 million impressions on Facebook

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AND AMPLIFY SOME MORE

116,000 impressions via Reddit

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SUPPORT WITH THIS

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OPTIMIZE FOR SOCIAL

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OPEN GRAPH META TAGS

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TWITTER CARDS

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BUILD A POST FOR SEARCH BENEFIT

Look for long tail opportunity

for title

2000+ words for in-depth

articles

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THERESULT

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PLACEMENTS

75 REFERRING DOMAINS

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TRAFFIC

120,000 VISITS – 6 MONTHS ‘NORMAL’ SITE TRAFFIC IN 8 WEEKS

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6,293 (AND GROWING)

SHARES

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#FOOTBALLDEBT - 174

HASHTAG USE

#FOOTBALLSALARY - 371

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RANKINGS

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TO CONCLUDE

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WINTEGRATED APPROACH

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WDON’T BE AFRAID TO FAIL

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Simon Penson Zazzle Media, Founder & Managing Director

www.zazzlemedia.co.uk

@simonpenson

simon.penson@zazzlemedia.co.uk

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THANKS!