content marketing in boring industries
DESCRIPTION
Presentation from Moz.com webinar performed on 12-17-2013. Video from the presentation can be found shortly here: http://moz.com/webinarsTRANSCRIPT
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Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com
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Most of us don’t get to make content like this.
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Or this.
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Or this.
@ROSSHUDGENS
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Instead, we’re in charge of content
like this.
@ROSSHUDGENS
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And we’ve got to promote that.
@ROSSHUDGENS
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For us, day to day marketing involves promoting websites
that aren’t BuzzFeed.
@ROSSHUDGENS
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@ROSSHUDGENS
STEP ONE: CONTENT STRATEGY
1
23
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@ROSSHUDGENS
DEFINING BLOG FOCUS
Building content in boring verticals may be
difficult if you remain vertically siloed.
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@ROSSHUDGENS
Build in-depth personas so you know what kind of content your buyers
are looking for.
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Buffer is a social media sharing platform, but their buyer persona loves many other things, so they blog
about it. Well.
@ROSSHUDGENS
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It gives their site an incredible reach. For your
boring-site blog, it may give you just enough reach to
break out of restrictive topics.
@ROSSHUDGENS
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@ROSSHUDGENS
Credit Card Processing Blog? No.
Small Business Blog? HELL Yes.
Credit Card Blog? Yes.
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FOCUS ON BUILDING THE BEST DIGITAL EXPERIENCE POSSIBLE
https://www.channellock.com/category.aspx?zcid=134
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FIRST IMPRESSIONS ARE MORE IMPORTANT THAN EVER
You are less likely to get repeat chances in
boring industries.http://www.lingscars.com/
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Quote Source: http://bit.ly/1cBcvJ1
Your product doesn’t have to be cool, but your story does.
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DON’T TAKE YOURSELF TOO SERIOUSLY
http://www.movoto.com/blog/
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You must build competency in driving visits to your site without many blog subscribers or email subscriptions.
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In boring industries, readers are still often very willing to make small commitments.
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@ROSSHUDGENS
STEP TWO: CONTENT DEVELOPMENT
2
1
3
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MATCH KWR AGAINST EXPECTED LINK #S
If there are high RD link numbers, and you can make the best resource, you probably have good
potential there.
@ROSSHUDGENS
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BUILD LINKABLE CONTENT INTO LANDING PAGES
http://geappliances.com/products/water/water_softeners.htm
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BUILD LINKABLE CONTENT INTO LANDING PAGES
http://www.geappliances.com/products/water/water_heaters.htm
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MAKE YOUR JOBS CONTENT
@ROSSHUDGENS
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MAKE YOUR LOCATION CONTENT
http://moz.com/blog/the-complete-guide-to-link-building-with-local-events
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MAKE YOUR SUCCESS CONTENT
@ROSSHUDGENS
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BUILD NATIVE CONTENT
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CREATE SURVEY CONTENT FOR CHEAP
It only costs $150 to get a statistically
significant (and interesting) survey.
http://www.google.com/insights/consumersurveys/home
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GENERATE CONSUMER DATA ON YOUR SITE
http://www.softwareadvice.com/crm/userview/crm-survey/
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BUILD A “SOLVE THE PROBLEMS” SECTION
http://www.homedepot.com/c/project_how_to
PROTIP: Ask customer service
reps for commonly asked questions.
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BUILD CITY SPECIFIC CONTENT THEN USE STUMBLEUPON OR FACEBOOK ADS
@ROSSHUDGENS
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WRITE BETTER TITLES FOR YOUR POST/PRs
http://bit.ly/1byW9vR
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GET VIRAL MARKETING INSPIRATION FROM LAUGHING SQUID
http://www.laughingsquid.com
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@ROSSHUDGENS
STEP THREE: CONTENT PROMOTION
2
1
3
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INCLUDE SHARE BUTTONS, BUT DON’T EMBARRASS YOURSELF
Yes.
No.
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LOWER COVERAGE FRICTION
Make the press section easy to find.
@ROSSHUDGENS
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LOWER COVERAGE FRICTION
Make contact information easy to
locate on the press/news page.
@ROSSHUDGENS
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BUILD A PRESS SECTION THAT DOESN’T HURT TO LOOK AT
@ROSSHUDGENS
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BUILD A NEWS RELEASE FLYWHEEL
Twitter dedicated to PR.
Email Press List.
Good content.
@ROSSHUDGENS
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CONSIDER BULK PR PACKAGES
@ROSSHUDGENS
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SEARCH “SITE:REDDIT.COM POST SUBJECT”
@ROSSHUDGENS
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ENGAGE & NURTURE INFLUENCERSWITH HIGH-VALUE VERTICAL ROUNDUPS
TIP: Include your best posts, don’t
just link out.
@ROSSHUDGENS
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START BUILDING TRUST WITH A GOOD LOOKING SIGNATURE
http://www.siegemedia.com/pr-strategies-seos-havent-learned
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Source: http://bit.ly/19gc1Hy
Content marketing is not a unicorn.
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The most effective content marketers use an average
of 15 tactics. Source: http://bit.ly/1bnfUKZ
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The least effective content marketers use
an average of 10. Source: http://bit.ly/1bnfUKZ
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1) Test and fail. 2) Test and fail.
3) Test and succeed.
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Content Marketing in Boring IndustriesRoss Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com