the season of our discontent marketing

Michael King Director of Inbound Marketing @iPullRank

@iPullRank

@iPullRank

Then I found this quote. It matched my feeling and almost my typography…

iacquire.com

@iPullRank iacquire.com

This talk isn’t about google…

THIS TALK IS ABOUT PEOPLE. The people that are consuming the “content” that we are pumping out on a daily basis. The people being inundated with guest post requests. The people of the web

@iPullRank

CONTENT MARKETING IS THE TROJAN HORSE OF MARKETING

Date @iPullRank

BUT IN SEO, CONTENT MARKETING IS JUST A EUPHEMISM FOR LINK BUILDING

@iPullRank

YOU USED TO BUILD LINKS…

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@iPullRank

now you do “content marketing”

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YET THE SEO INDUSTRY SHOWCASES THE WORK OF AD AGENCIES…


@iPullRank

Dollar shave club. BBH showcased this at Cannes.

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@iPullRank

Coca cola 2020. Good grief, It’s Coca Cola

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@iPullRank

Old spice. Wieden+Kennedy did this.

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BUT SEO GOES AND DOES MORE OF THIS…


SEO IS ACTUALLY VERY CAPABLE OF COOL STUFF

Date @iPullRank

@iPullRank

Interactive white papers Check out this awesome Interactive Data Viz from @copypress on the State of Content Marketing 2013 - http://iacq.co/Yg6LNu tp://iacq.co/Yg6LNu

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http://iacq.co/Yg6LNu

http://iacq.co/Yg6LNu

@iPullRank

Interactive data viz @krisroadruck and the SearchFanatics team made this awesome horizontal scrolling data visualization for Trucker Classifieds - http://iacq.co/XtpT7G

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http://iacq.co/XtpT7G

http://iacq.co/XtpT7G


USER-GENERATED CONTENT @devin_concannon at free people built a way to turn selfies into marketing collateral with olapic.com - http://iacq.co/WXIN8o

http://iacq.co/WXIN8o

http://iacq.co/WXIN8o

@iPullRank

Htc phones are in color c/o an seo On a panel with @HamidSaify from Deutsch he discussed that they used insights from Search to convince HTC to offer HTC phones in colors other than black, white and silver.

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BUT CONTENT MARKETING IS A LONG TERM PLAY

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@iPullRank


But if we keep making mediocre content we will never get there


Because people will treat content like they treat commercials.

“SCALE.” iacquire.com

@iPullRank

OH, RIGHT…

LET’S TALK ABOUT GUEST POSTING.

Date @iPullRank

GUEST POSTING CAN MAKE YOU A TON OF MONEY

iacquire.com

@iPullRank

@iPullRank

Here’s an example I realized there was a knowledge gap around how to keep your social shares after a 301. I wrote a post on SEW, someone saw it and it ultimately generated $240K of new business for us.

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SOMEHOW GUEST POSTING IS ALIVE AND WELL…


@iPullRank

Guest posting =diminishing returns If you’re using guest posting as your main link building tactic, then it will continue to show diminishing returns. Limit your guest posting to your best content that fulfills a need and satisfies an audience.

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BECAUSE THE WEB IS ON TO US! We can’t keep doing this, people know what’s going on and hate it!

@iPullRank

AND WHILE THAT SHOWS SOLID DELIVERY FOR LINKS…

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@iPullRank

@iPullRank

You are late to the party These are the budgets of respondents in the Copypress study. Most people are spending the same on content marketing in 2013, some are increasing their budget and most people want to guest post…

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DIVERSIFY YOUR LINK BUILDING TACTICS!

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@iPullRank

LET’S TALK ABOUT INFOGRAPHICS

Date @iPullRank

WE’RE DOING AN INFOGRAPHIC STUDY We’re looking at hundreds of infographics from 2012. as many as we can get our hands on and measuring the links built, social shares and a variety of other features to determine what makes an infographic perform well.


BAD OR POOR INFOGRAPHICS GOT 3X LINKS Based on our 1-5 rating scale the infographics with that rated a 1 or 2 (bad or poor) garnered 3 times more links than infographics that scored a 4 or 5.


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INFOGRAPHICS ARE NOT A SILVER BULLET That leads me to believe Seo companies are largely behind the unnatural spread of infographics

@iPullRank


YOUR CONTENT MARKETING NEEDS TO BE BIGGER THAN GUEST POSTS AND INFOGRAPHICS.


YOUR CONTENT MARKETING must BE ABOUT STORIES AND EXPERIENCES.

13 THINGS YOU SHOULD DO These are the tactics behind a context marketing strategy

@iPullRank


1. Start from content strategy

Content marketing does not inherently include content strategy, but yours should.


2. Tell a compelling story and make it an unforgettable experience


3. Make quality a primary kpi.


4. Ask yourself “will anybody care?” Figure out who those people

are and then put your content in front of them.


5. Get an awesome developer. This is @iamchrisle. He is an awesome developer. Get you

one. Chris just released a ton of

tools for google docs. Get those too: http://iacq.co/15AP6Ue


6. Use Data viz libraries

http://selection.datavisualization.ch/


7. Invest in quality research


8. Invest in stellar creative.

MEDIOCRITY has diminishing returns and ultimately does

not scale.


9. Focus on the roi

See my mozcon Deck: http://iacq.co/YHXlZa


10. Diversify content types

PRESS

BLOGS VIDEO

UGC

COMICS

PRODUCTS

PHYSICAL SPACE

ADS

PHOTOS

INFOGRAPHICS

SERVICES

EVENTS

UI ELEMENTS

PDFS TOOLS

APIS

ANIMATIONS

COMMENTS

DATA

PLATFORMS

PRINT MATERIAL SLIDE DECKS

PLUGINS

TWEETS

@iPullRank

11. Develop your authors People don’t know what rel-author is and that Google is looking to rank content based on the people connected to it. Be ahead of that curve.

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12. guest post by audience not pagerank.

Use socialcrawlytics.com to see if people are sharing and topsy to find out who they

are


13. kickstart distribution w/ paid media Place content in front of the right audiences with

contextual ads http://iacq.co/12Vwzm2


11. Leverage social metadata

Metadata is about having content make the best first

impression. http://iacq.co/Wf38UK

13. MAKE CONTENT YOU’RE NOT AFRAID TO SHARE.

iacquire.com

@iPullRank


Let us Help you

With That


then the web will be a better place

wwww.iacquire.com

Thank you Michael King Director of Inbound Marketing @iPullRank

the season of our discontent marketing

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copypress people

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