storytelling is the new seo
DESCRIPTION
Google Panda and Penguin algorithm changes have a secret implication - that content is truly and finally KING. Not all content is equal. Some content has higher engagement and viral potential than other kinds of content. This presentation is about how to tell stories in business and on websites.TRANSCRIPT
Storytelling Is The New SEO
Martin W. Smith@ScentTrail
SEO Meetup Raleigh, March 26
04/07/2023 Storytelling Is Content Marketing 2
• Panda’s Implications– Heuristics Matter• Time On Site.• Pages Viewed.• Return Visitors.• Lower Bounce.
Google’s Algorithm Changes
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• Panda & Penguin Secrets– Content is KING.– Engagement.– Storytelling.– New Sheriff In Town.
Not All Content Is Equal In Engagement.
Google’s Secret Implications
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Want:Now, High, High
Content Marketing Matrix
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• High Engagement, Conversion NOW Content Examples:– Video.– Reviews.– Social Shares.– Tribal (bought x, also bought y).– Relevant real time offers.– Breaking news.– Stories.
Want:Now, High,
HighCONTENT
High Engagement Content
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• Stories & Joseph Campbell– Hero’s Journey.– Examples:
• STAR WARS• Comic Books.• 60 Minutes.• Sports.• Your website?
Hero’s Journey
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Telling “Hero’s Journey” Stories
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REI’s Hero’s Journey
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REI About Page Themes
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Patagonia Hero’s Journey
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Patagonia About Page Themes
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REI Product Page: repeats key stories
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REI Product Page: repeats key stories
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REI Product Page: repeats key stories
Themes* Quality* Save World* Love Passion* Trust, Honesty, Club
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Dominos Pizza Tracker = Real Time Content
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How Websites Tell Stories
Overt Storytelling Covert Storytelling
• About Page.• Product Pages.• Return Policy.• Free Shipping.• Terms.
• Design.• Colors.• Images.• Headlines.• People.
User Gen Content
• Comments.• Reviews.• Contests.• Gamification.• Polls, Surveys.
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Gamification Layers
Active Passive
• Earn Badges.• Social Capital.• Points.• Rewards.• Status.• Leaderboards.
• Position.• Jobs.• Elevation.• Status.• Review Reviewer.• Features.
Real Time
• Offers.• Bankable
Rewards.• Elevation.• Status.• Features.
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Storytelling Summary
• Google & Customers want better heuristics.– Storytelling improves engagement.– Engagement improves heuristics.
• Stories = hero’s journey.• Websites = overt & covert storytelling.• Better stories = more:– Traffic.– Social Shares.– Money
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Martin W. Smith Contact
• @ScentTrail• ScentTrail.blogspot.com• CureCancerStarter.org• @CureCancerStart• Facebook/CureCancerStarter• http://www.linkedin.com/in/
martysmith1980vc • Email: [email protected]
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Appendix: Content Engagement MatrixNot all content is equal. Some content is more engaging.The Content Engagement Matrix evaluates content based onits ability to promote high conversions and high engagement.
The important caveat is any content can be highly viral. Viralpotential is as much executional as anything. That caveat stated,some content is inherently more likely to go viral with less effortbecause it starts with higher views.
The Content Matrix defines content by its inherent conversion andengagement potential. The other emerging truth is content that happens NOW is more viral than older content. Closer to NOW, so Time is included as an evaluation point.
Finally this summary and evaluation of a particular type of contentmay or may not apply to your website. The idea Is more importantthan the values assigned.
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Now, High, High
• Now, High Engagement, High Conversion– Social Shares (your friends).– Social Signals Summary (See TechCrunch Example)– Video.– Reviews Matrix (See Amazon).– Relevant, real time offers or coupons.– Tribal Data, “Buyers like you also bought…”– Breaking news or trusted source recommendations.– Relevant stories & curated UGC.– Conversion gamification.
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Later, Low, Low
• Later, Low Engagement, Low Conversion– Conditions of Use & Terms.– Ads & Affiliate Program.– Press Releases.– Confusing or dissonant content. – Negative sentiment content.– Too good to be true offers or claims. – Confusing games or gamification.– Unclear navigation, clicky cart or no scentTrail.
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Later, High, Low
• Later, High Engagement, Low Conversion– My Account.– My UGC.– Contests (when I lose).– My old reviews.– Negative friends reviews.– Controversy.– Negative Sentiment.– Post purchase problem resolution (returns,
warranty).
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Now, High, Low
• Now, High Engagement, Low Conversion– Sports.– Q&A.– Unsupported Staff Reviews (will pick fights).– PR Problems.– Unsupported Bad Reviews (only insults fairness
doctrine).– Too new (unsupported by tribe).– Polls, Quizzes and Surveys.
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Now, Low, High
• Now, Low Engagement, High Conversion– Internal search.– Highly specific internal search (use of catalog
number).– Emails targeted to segments (less relevant than
personas b/c segments = YOU, personas = THEM).– Affiliate links from trusted source websites.– Hot guru or maven recommendations.– Strong word-of-mouth within specific tribe.
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Conversion
Later
Enga
gem
ent
Time = NOWLater
Low LowHIGH
HIGH
Low
Low
Content Marketing Matrix
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Content Matrix: Later, Low, High
• Later, Low Engagement, High Conversion– Abandoned Cart email.– Wish List.– Wish List Special Offer.– Saved shopping carts.– Relevant older blog posts.– Saved internal search.– Saved Google search.– Saved content or Q&A. – New comments to your shares by friends.