simon penson_searchlove london 2013
TRANSCRIPT
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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
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THANKS!