Content Marketing Myths

1. Content marketing simply means creating more content
2. quality content is not sustainable
3. a content object has only one life

Content Marketing Maturity Model

1. Stand
   • Curiosity
   • Not investing resources
2. Stretching
   • Experiment
   • Evaluate
3. Walking
   • Developed content strategy
   • Processes
   • Resources in/out
4. Jog
   • Culture of content publisher
   • Diversity of distribution
5. Running
   • Monetizing marketing content
   • Make money by putting ads also

Get Creative

• Infographic Novel
  • “The Stalking Dead” http://www.hostway.com/resources/infographics-videos/stalking-dead.html
  • Zombies are a metaphor for hackers, etc
  • Interactive
• What’s missing?
  • How will it be promoted?
  • Can you really count on “Going Viral”?
• Creative needs promotion:
  • publicized on blogs and media
  • optimized for social and search
  • make it relevant & top in serps

Great content isn’t really great unless it gets found, consumed and shared.

• Winning Content Examples
  • Tomfishburne.com, marketoonist
    • can use for free in your blog if you link back.
    • clever way for building syndication
  • Tablespoon.com, general mills
    • Collection of recipes
    • Optimizing, however LEADING with creative
    • Optimizing for experiences
    • Promoting content on Pinterest, youtube, twitter, etc
    • Widgets on site that highlight most interactive content
      • most commented
      • highest rated
      • most read
    • Payoff
      • General mills products are in the recipes
      • House ads as well
      • offer coupons to drive store traffic

Create content that’s so good that you can sell ads on them and monetize them in a different way, as well as your primary goal

Customer preferences

• How they discover content
• How they consume content
• How they act on your content

Optimize 360 Model: Create content that has the following

1. Attract: don’t push
2. Engage: optimize for experience
3. Convert: optimize conversion, add tasks
   • sign up
   • share
   • buy

Optimize across the customer lifecycle

• Persona: Who your customer is
• Values: Things your customer cares about
• Content: Develop Topics, Keywords, Media & Channel for that persona

Sales Cycle

1. Awareness
2. Interest
3. Consideration
4. Purchase
5. Retention
6. Advocacy

Discover what channels are the customer’s values best expressed for each part of the lifecycle.

How to come up with creative ideas

1. Visualize Trends
   • semrush.com // Export CSV, bring in to wordle to visualize
   • Google keywords // Export CSV, wordle
   • Majestic seo anchor text, what language are the most authoritative sites are using that are winning in our industry
   • socialmention.com // Export CSV, wordle
   • ubersuggest.com // Export CSV, wordle
   • Tweet-cloud.com // see what people care about, wordle
   • wordle.net
2. Your Site
   • Onsite search (logged queries GA)
   • Form textarea analysis (Most commonly occurring words in textareas from forms on your site)
   • ? Queries in analytics
   • Google Webmaster Tools, look at phrases that are most often showing up, link data, impressions
3. Frontline Staff
   • Sales
   • Customer Service
   • BCC FAQs to the content team
4. Become a Publisher
   • Serve your audience
   • Research Editorial Calendars & Media Kits, review planned stories
   • Research Magazines: Recurring Features, Themes, Short Form, Long Form
   • Newspapers: Timely, Objective, Sensational trendhunter.com
   • Television: Storytelling, Recaps, Previews
   • Be Sensational
   • If you want to get in the media, become the media
   • Borrow ideas from the media in your industry
5. Customer Journey
   • Understand customer pain points and map against buying cycle

Facts tell, but Stories SELL

• 4 Content types for Brand Storytelling
  1. Evergreen Content
     • Timeless content, awesome for SEO
     • Always relevant, lives in a relevant way for a long time
     • Lots of shares, lots of traffic
  2. Repurposed
     • Modular content
     • Take key concepts and bring them across different channels
       • Youtube
       • Blog
       • Flickr
       • Etc
     • Post a video to youtube, then embed in your blog, take screen shots of the videos and put it on flickr, transcribe the text from video and make a blog post, scribd, slideshare, facebook updates, tweets etc.
  3. Curated
     • Being the best answer for something by aggregating resources
     • Adding short commentary
  4. Co-Created
     • Co-created content on Google Docs
     • Co-created E-Books
       • Tapped in to thought leaders
       • lots of promotion

Content Plan Template http://tprk.us/keyedcal

29 Secrets About Content Marketing

1. Attract
   • Social Networks
   • Direct social messages
   • email
   • blog
   • search
2. Engage
   • PDF
   • Slideshare
   • Long form interviews
   • Planned Repurposing on different channels
3. Convert
   • Planning, relationships, and creativity

Its not just about customers

• Henry Ford said “If i listened to my customers, we’d still be riding horses”

Takeaways

• Great content isn’t great until its discovered consumer and shared
• Facts tell, stories sell.
• Brand leadership + customer empathy & creativity = content marketing results.

20 Brands creating standout content http://tprk.us/cmsmarts13

Jo Turnbull

Case Studies

1. Search London
2. SEO.jo blogs
3. Clients

Why build a relationship vs. a link

• low cost for you / client
• long term
• beneficial to you and the client
• quality link building is about relationship building

How to build relationships

• be honest and open

• attend events

• take the long term view

• do something different – stand out

• ask why?

• Search London
  • took over ownership oct 2010
  • goal was to grow the event
  • wanted to know more people in search
  • Changed name to “Search London” simpler and more effective
  • doubled in size from relationship building
  • How did I do it?
    1. Strong domain, meetup.com attracts members
    2. Got Good Speakers
    3. Guest post
    4. Interact with people at event
    5. Don’t spam people
    6. Central Venues
    7. Started using #SearchLondon hashtag on twitter
    8. Film presentations for later
  • Results
    • New search London website (beta)
    • Google’s Pierre Far asked to speak at meetup
    • First day time event – Google Campus March 20th
  • Could I have built this from links?
    • Invited to guest post
    • client confidence
    • personal brand has increased in industry
    • people want to sponsor the event
    • latest conference in front of entrepreneur
    • More links to SEO Jo Blogs and referrals
    • Cost: $60 every 6 months to host the meetups on meetup.com
• SEO.jo blogs
  • Work freelance in Perth, Australia
  • Ran 5 meetups
  • Attended 2 Brighton SEOs
  • SMX London and SMX NYC
  • How to get started?
    • Just do it.
  • Be honest and approachable
    • Don’t be afraid of using your contacts
    • find a good blog in your field
    • use rapportive to find email address
    • use follerwonk
    • follow people on twitter and @tweert them
    • is there a public facebook group
    • personalize the email
    • short version of the email (no one likes reading long emails)
  • Attend relevant events
    • Many events e.g.. meetup.com, trade shows, new product launches
    • Travel bloggers / food bloggers / mommy bloggers
    • Approach with interest in the event
    • Speak to other bloggers
    • Speak to the press
  • Do something different
    • make sure you stand out
  • Results
    • regular blogger on state of search – euro best search blog 2012
    • post on Brighton SEO was top read seo blog of the year
• Client case studies
  • Holiday apartments in Europe
    • client has a blog that hasn’t been updated
    • sole KPI was to increase in rankings
    • only off site work was allowed
    • What can i do is different?
      • Engaged in blogger outreach
      • reciprocal blogs
      • relationship with the bloggers
      • good blogs via meetups / search events
      • updated the client blog weekly with photos of new cities
    • Results
      • increase in number of referring sites
      • more natural link profile
      • increased rankings for key terms
      • brought forward fresh way of thinking
      • now the agency is engaging in blogger outreach
      • cost $300
  • Retail client
    • moving to new location in a new shopping mall
    • set up launch party
    • asked people to write their info and put it in a box
    • prize draw, doubled sales for day at the store
    • cost $1000

Building relationships takes effort

• brainstorm ideas
• buzz monitoring tools
• What are people saying about the brand?
• Topsy (what is trending)
• Google instant search
• Google insights / trends
• Be prepared to address negative mentions

Find good blogs

• search for lists
• advanced search queries
  • inurl:guest-post
  • travel blogs “write for us”
• Check out the blogs on the 10th page of google and work backwards
• engage with blog communities

How to check the blogs are genuine

• social media profiles established
• contact us page
• do they have google authorship?
• look to see if there are other sites on same IP address
• sent a test email, do they respond?

Personalize email

• find the contact’s name and mention it in the email
• mention if there has been communication before
  • twitter?
  • colleague?

Long term

• don’t just look for the sponsored post
• build up relationship with the blog owner
• check out past posts on the blog
• can the blogger help run a competition
  • look for comments on competition
  • who enters the competition? more potential bloggers
• don’t give up
• email follow up, but don’t harass

When the post is live

• tweet
• don’t be afraid to promote
• share internally
• share with friends

Ideas to do things different

• Competition or contest
• Sponsor an event

In summary

• honest and approachable
• attend events
• take the long term view
• do something different
• why would the want to work with you

Part 2, Erin Everhart @erinever

Relationships require a lot of work

• 1-on–1 relationships are the most valuable
• Link building is hard

What do you want out of a relationship?

• Value
• Loyalty
• Care
• Friendships

Stuff not to do

• Don’t just ask for links. It’s creepy.
• don’t lie to people

Blogger outreach

• Guest blogging
  • Searching for sources the old way
    • google the topic
  • Who are the people behind the website?
    • you are building relationships with people, not the website
    • learn about the people
  • New way to find sources
    • go on linkedin and search
    • search for employees from a company
    • search twitter
    • Follerwonk, SEO as a pro
    • FIND PEOPLE FIRST
    • Pinterest to find people and content that’s being shared
    • Other money keywords
      • blogger
      • blog owner
      • marketer
      • etc
    • work with what you have
      • analyze who follows you (follerwonk)
        • analyze THEIR followers
        • look for writers
        • they are already engaged with you
      • do this with your competitors
    • Don’t forget about the mass media
• How do I contact people?
  • Do your homework, find out about these people
  • find the common denominator
  • interact with them, like, tweet, +1
  • don’t creep people out
  • on twitter instead of
    • hey I love your site can I guest post?
    • do this: start a conversation with someone, a real person
  • Call people
  • if you must email
    • make it noticeable
    • make it short, break things up in short digestible paragraphs
    • use the right address, at the domain name
    • fave subject line: “Hi NAME”
  • Talk to people like they’re your friends
  • Show you care, and people will care back
  • Ask them questions
    • people like talking about themselves
    • if you ask, they will answer
  • Give people things
    • things related to your industry
  • Be a resource
    • for other in industry
    • students
  • Lend a hand
    • do social good
    • give help with their site or whatever
    • Speak at student organizations
      • links from .EDU address (HUGE)
  • Have a personality
  • This is real company stuff @wilreynolds
    • Real companies build relationships

Maintain the relationship!

What can you expect

• More traffic
• More leads
• More conversions
• More revenue

This can’t be the only thing that you do

• UX testing
• Other outreach

Relationships are an investment, they have to incubate before you see any results.

Twitter is the second screen

• Born mobile
• Intersection of SMS and Status Updates
• 85% primary use on the phone
• Mobile users engage more on twitter
  • 66% more likely to retweet
  • 44% more likely to click on links
  • People more likely to follow via mobile
• Twitter is a front row seat
• tweet additional content to offset live events / broadcasts

Twitter is the shortest distance between @you and what #interestsyoumost

Twitter is TV’s Social Soundtrack

• Twitter is the EKG of attention on TV
• 66% are using twitter on phone while watching TV
• 33% of those are tweeting
• 95% of all conversation about TV happens on twitter
• Nielsen Twitter TV Rating metric will be based on twitter data
• Hashtags make television more relevant

Using hashtags in campaigns

1. Let users contribute to the message
2. Give a call to action
3. Twitter amplifies your message

Real time brands

1. Blackouts from the super bowl
   • Oreo LIVE blackout ad
   • Calvin Klein used vine during blackout
   • GE, Feb 11, Invention day, had everyone tweet out their ideas for an invention and they said they would build it
   • This guy tweeted about @Nike, nike responded.
   • AMEX: Tweet for savings, buy with a tweet (special hashtag)
     • sync.americanexpress.com/twitter
   • Bonobos Pants, tweets to unlock lower prices
     • $65 pants for 65 retweets, 1200% ROI
   • Big Bird tweet during debate when Romney said he would get rid of big bird had a huge response, great awareness for PBS
   • Follow @TwitterAds

Link building that makes sense, by LinkBuildingJon of Page One Power

SEO is Simple

• 3 Elements of SEO
  1. Technical
     • Can the page you want to rank be found in google?
     • Does it load quickly?
  2. Content
     • Does your page title contain your keyword?
     • are there 250 words about the keyword?
     • are there pictures?
  3. Links
     • Are there links going to your page?
     • The page with the most, best links wins!
• Remember, google ranks web pages, not web sites.
  • the page on your site ranks for your keyword, not your whole site

Link building =

• Find target site
• Build links.

7 Principles of white hat link building

1. In a world without google
   • If google did not exist, where would you want to put your links? (No bizarre oddball directories and bs social bookmarking)
   • If Matt Cutts (Head of web spam team on google) was over my shoulder, whould I pursue getting this link?
   • Guarantees you won’t take hits from algorithm change
2. Relevancy First!
   • White hat link building follows relevancy, not pagerank
   • Getting a link from a high PR page used to always be valuable, today its more the relevance of the content
   • Relevancy Tree (create with team)
     • write down all the terms that relate to your market
     • circle all the words that have a group, community, or content based around it
     • organize from most related to least related
3. Website owners are people. And people link to people.
   • the best links come from people
   • if its an instant link, its probably not good
   • call them if possible
4. The most powerful link building tool is your brain
   • No link buidling tool, seminar or article can come up with the ideas
   • Use your brain!
5. Link building is a team sport
   • Link building alone is torturous, impossible, dreadful, terrible, ineffective.
6. Forget viral
   • If it goes viral, it goes viral.
7. FTBOM: For the betterment of mankind.
   • talk about something that’s for the betterment of mankind
   • if you say “we have an awesome site” would you give the link? or if it were an article that adds value for the readers of the target site, you have a better chance of getting the link.

Regarding anchor text

• the clickable text on the page
• the word is the link
• Exact anchor text with your keyword is DANGEROUS
  • If the objective of google is to find naturally occuring greatness, they don’t all have the same link names.
• VARY YOUR ANCHOR TEXT (Link profile), also use your plain old URL.

What’s new in link building for 2013

• The legacy of spam is disappearing
  • getting more calls from people who understand the value of quality links over quantity
  • Used to talk about 1000’s of links, now people talk about 10’s of links
  • Pages can rank with highly competitive links with less than 15 good quality links
  • Spam will ultimately destroy long term success
• Marketing = SEO
  • think about places that you should get links in a world without google
  • relevancy is just the beginning
  • think about where and how to get your message out

• Warning: Don’t underestimate link building.

• people underestimate the enormity of the task of link building and the time that it really takes to do it right

• remember there’s a lot at stake and your competitors are working too, but it works

Link building strategies you should consider

1. Give Love
   • If you give links, you should get links
   • Resources page, things we like, etc
2. Blogging – vital to white hat link building
   • gives you a voice and precence online
   • magnifies your search terms by 100x
   • establishes your authority
   • becomes the platform for content marketing, social media engagement and timely blog posts
     1. Decide who your audience is
     2. Determine categories
     3. Get keyword lists (make keyword lists)
     4. Brainstorm blog post titles from categories and keyword lists
3. Interview exprerts and others
   • you link to them
   • they link to you
4. Research your local keyword universe
   • find news sources, experts, associations, forums, blogs, trade shows, events, etc
   • if you get stuck, move on in your relevancy tree
5. Competitor research
   • download your competitors backlink portfolios (SEOMoz, MajesticSEO) and find the ones that you can duplicate or emulate.
6. Guest posting
   • Find your target sites
     • use relevancy tree
     • accept posts on your blog
   • Email or call your blogger, offer to contribute
     • Personalized email with title of article or the actual article, Don’t use a canned email
     • send pictures
     • do the work for them
     • When you finally get the post, always ask them for an in content link. Most will say no but they won’t say yes if you don’t ask. Higher to the page and in the middle is best. Bio at top, etc.
   • Promote it
     • Talk about it
     • Tweet about it
     • Sponsored tweets, stumples, ppc
     • Bloggers want engagement and their success is your success
     • Google authorship, tie the article to your google+ account
7. Write testimonials for your vendors
   • Every good business transaction
   • Send your client an unsolicited testimonial and picture
   • Mention them in your blog
   • Give them some love
8. Find yourself
   • if you have a well known brand, find mentions of yourself and ask for a link. if you’re there already, ask them to link
9. Broken link building
   • find broken links that go to similar sites as yours and ask them to link to you instead
10. Build a museum
    • make a museum of your product, history of your product, glossary, etc
11. Resource pages – Outreach
    • find the page
    • ask for a link
12. Badging: create badge awards to give to bloggers, etc
    • Find sub-categories to badge
      • Hall of fame
      • Best of
      • Badge links back to site
    • Top 10 lists
    • Reward best customers
    • Recognize experts
13. DIY Sites
    • Very content hungry
    • invent a DIY project
    • send it to DIY site
14. Don’t do forums
15. Give stuff away
16. Review everything about your niche
17. Do something crazy, unique (Giant stuff, big ideas)

Content Marketing – Earn Visibility and Links Through Killer Content Strategy – @lauralippay

• Content marketing is marketing, link building is manipulation.

• SEO nowadays means you want to be popular

• How do you get the attention of… Vancouver
  • House Trip
    • Audience: Hip folks
    • Airbnb of canada
      • learned through research that vancouver likes being “green”
      • search results for “green” cities show lists of greenest cities
      • find out where hip folks are reading online
      • http://seogadget.com/really-targeted-outreach/
      • Don’t spam publishers, collaborate with publishers
        • Seek out publishers
        • Give them some ideas
        • Use their feedback
        • Get creative with content and photos
      • Publish: Created infographic of the world’s greenest cities
        • went viral in vancouver
        • tweeted by mayor of vancouver, bands, etc
        • serious links were built using creative ideas and info
• Good Content Marketing
  1. Know target and biz goals
  2. Where are they online? What evokes emotion?
  3. Craft Ideas
  4. Get Creative
  5. Optional Pre promote (audience voting, pr, entice)
  6. Collaborate w publishers on ideas
  7. publish
  8. Optional post promote storeis on the pieces, make it annual
  9. Optional follow up citations as work spreads

Good content marketing weeds out manipulation.

SEO: The big picture, @sharithurow search-usability.com

• Problem: flavor-of-the-month SEO
  • very reactive way to do SEO
  • A good way to solve problems is to start with the big picture
• Building blocks of SEO
  1. Keywords and Labels: Aboutness, what is this about
  2. Architecture and design: Providing infrastructure and information scent, going from one website to another
  3. Link development & Social: Validation and credibility, author rank and scholar rank
  4. Searcher goals: the searcher is the user.

• As website designers you have control over on the page critieria, you have no control of off the page criteria

Content must contain words and phrases that users./ searchers type into search queries – Searcher mental models

Ideally someone searches for something and wants to see the information they’re looking for FIRST.

Expectancy test: what do you expect to see when you click on this link. Imitate google search results and test users and ask what they expect to see.

“information scent” – whoa

Information architecture is part of the user experience

Facets of user experience – Useful – usable – findable – valuable – credible – desirable – accessible – understandable

What is the user experience, it is a person’s perceptions and responses. – What people say and what people do are usually totally different things

Link development – Link popularity – Click popularity – Social Signals: social is a signal, not a directive. not a huge part of the algorithm – Link building is going to adapt – Scholars cite eachother because someone had something really important to say – Authorship is becoming more important and looking at authorship as the new pagerank

Searcher goals and behaviors – Informational: what can I learn – Navigational: where can I go – Means GO – Transactional: what can I do

If you have accurate sitelinks, your click rate goes up 30%. Test your navigational queries, most important pages need to be in your sitelinks. This is your information architecture

What you should see in your link profile, stuff should show more and more for navigational queries

Answers to questions: FAQ, Reference, How to – put these in your website naturally – interlinking super important – e-commerce, guides and wayfinders. total link juice – lists lead to transactional intent – if someone types “best” then they are looking for a list – slideshows can be important for visual related content

ROI Matters, quality ALWAYS trumps quantity – quality of keywords – quality of content

Never put prompt text into a search box, if you want people to search, you want an empty field (Usablity tested)

People tend to view map of all locations before searching by zip code, etc.

Clean URLs are super important, easy access to transactional pages

All websites should contain linkable assets – reference – faqs – articles – checklists – see more in download

Infographics – pie charts, put most important data between 1 and 3 o clock, most people look there

Tough pills to swallow – link dev begins at info architecture stage – not siloed content – not pagerank sculpting – informationa and transactional linkable assets should be a natural part of a sites information architecture – every website should have a unique link profile that accommodates searcher behaviors – reach influencers in your industry to encourage social mentiouns

Keep big data in context: How + Why = ROI

• Create author pages on site
  • model after huffington post, clickz

Keynote – Social TV, @McProulx

TV is a major catalyst for search

• People do Google searches while watching TV
• 22% of mobile searches are while watching TV
• Majority prompted by TV Commercials

Twitter TV experience, instant feedback to live tv

What is TV in 2013?

1. Television
   • Device agnostic: TV sets, laptops, iPad, etc
   • original content bypassing TV networks – Netflix, hulu, etc
   • 40% of tablet or smartphone owners are using their device while watching TV
     • zeebox, 2nd screen app, adds live content and info while you watch
2. Belief + Behavior
   • TV is dying
     • Not true, more people are watching tv than ever
   • Most people don’t watch TV live (DVR)
     • 87% of broadcast TV content is watched live
     • 93% of cable tv is watched live
     • 41% of DVR TV is never watched
   • Most people watch other devices while watching TV
     • 77% of people on devices while watching TV
     • 78% of those are looking at unrelated content
   • Social Media helps ratings
     • There is a correlation between ratings and twitter activity during TV shows
   • Television is traditional media? TV is new media.
3. Brands
   • March madness: NCAA partnered w twitter and turner broadcasting to show short clips, instant replays, on the march madness twitter account.
   • Fashion star: integrated brands and storylines into the content of the show, judges are buyers at the brands. Everything bought on the show you can buy in stores and online the next day.
   • Lincoln Motor Car: Share stories on twitter, bring the stories to life and the super bowl TV ad was based on a tweet. Jimmy fallon gave tweets behind the scenes during the filming. Generated buzz before broadcast, with only thousands of people tweeting.
   • Verizon FIOS: Ask real people questions. Putting supposed real FIOS customers @names in commercials.
   • Psych: 100th episode, dunkin donuts partnered w USA network to vote for the ending of the TV show murder mystery live. “Voting powered by dunkin donuts”
   • Oreo: Instagram, creating your instagram photos out of cookie and cream. Got 20K followers on instagram in 15 seconds. Sent “You can still dunk in the dark” when the lights went out, got there instantly and got 20K retweets.

Enrich vs. Hijack: should brands that are not advertisers with the TV broadcast be a part of the backchannel conversation?

The ringtones will automatically be added to the “Tones” library in iTunes. You can then sync them to your iPhone as a ringtone or text tone.

Files included:

• aint nobody got time for that.m4r
• barbecuin.m4r
• co pop.m4r
• i didnt grab no shoes or nothin jesus.m4r
• i got bronchitis.m4r oh lorr jesus iss a fire.m4r

Download link: aint-nobody-got-time-for-that-ringtones

Original Video: 

That is all.

As many of you may know, our good friend Christina recently had some issues with her car being under water (literally) during the Fort Lauderdale floods last month.

She had some money saved up, about $400, and it was stolen from her by a newcomer (For those not in recovery, that’s a person who is currently new to the program, trying to get clean) who she let stay in her house.

I made this event to see if anyone is willing to donate any money to help Christina get back on her feet. I’m going to give $20 myself. You can either make a donation with paypal or talk to me about it.

Please, if you can spare at least $5, $10, or $20 — it will all add up. Christina got fucked by the insurance company and could use our help.

Love,
Alex

——

http://www.facebook.com/events/163642303737367/