content is a product: searchfest 2013
Post on 21-Oct-2014
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DESCRIPTION
My content presentation from SearchFest 2013. Brains, bizarre titles and assorted weirdness abound.TRANSCRIPT
CONTENT HAS VALUE HOW WE KNOW IT’S A PRODUCT MAKING A MARKETABLE PRODUCT
portent.co/searchfest13
Yes, like this, no ‘m’.
CONTENT
CONTENT CONTENT CONTENT CONTENT CONTENT
CONTENT CONTENT
CONTENT CONTENT
CONTENT CONTENT
CONTENT
SHIT MARKETERS SAY ABOUT CONTENT
REACH OUT TO INFLUENCERS
ENGAGE THE AUDIENCE
ANALYZE TOPICAL FUDDLEBUDGETS
CONTENT
PROFIT
SEKRIT SAUCE FLOOR 13.5
LAND OF OOO
INNER SPHERE
ASTRAL PLANE
IT'S REALLY COMPLICATED
LOOK HOW HARD I'M WORKING!
CONTENT PROFIT
CONTENT PROFIT
INNER SPHERE
CONTENT IS A PRODUCT. NOT A TACTIC.
CONTENT IS A PRODUCT. NOT A TACTIC. IT IS THE CUSTOMER’S FIRST PURCHASE.
INVESTMENT OF TIME RETURN PISS OFF
- =
INVESTMENT OF TIME RETURN INFLUENCE
+=
COMMITMENT & CONSISTENCY
I'VE BEEN READING YOUR STUFF FOR AGES.
AUTHORITY
YOU GUYS KNOW YOUR STUFF.
LIKING
AND DANG IT, I LIKE YOUR STYLE
RECIPROCITY
your blog has really helped us out
over the years.
30,000 pages 250+ sites
Revenue vs. Reading ease Page speed Traffic Time on page Exit rate Bounce rate …
REVENUE CORRELATION 8,000 PAGES
CONTENT QUALITY
REVENUE CORRELATION 8,000 PAGES
RESPECTING MY TIME
REVENUE CORRELATION 8,000 PAGES
CONTENT IS A PRODUCT.
WHAT MAKES MARKETABLE PRODUCTS?
it's marketing's
fault
MARKETABLE PRODUCTS ARE MARKETABLE CONTENT IS
VALUABLE TRUSTWORTHY MEMORABLE
VALUABLE
A COOL IDEA
THE IDEA CONVINCES ME TO INVEST. MAKE IT GOOD.
TAKE YOUR IDEA JUST A LITTLE SIDEWAYS.
portent.co/titlemaker
THAT LOOKS REALLY INTERESTING. IT MIGHT
BE WORTH MY TIME.
FIT EXISTING CATEGORIES
DENIAL EXPLANATION “YOU SUCK”
- =
ACCESS EXPLANATION AUTHORITY
+=
they're speaking' my language.
CONSUMABLE
4-6 LINES/PARAGRAPH 10-15 WORDS/LINE
JUST USE THIS
GET TO THE POINT. PLEASE.
subsequent to considering that
trend higher the manner in which
in the event that
after because grow how if
REVENUE CORRELATION 8,000 PAGES
AH, I'M ABSORBING THIS. IT MAKES SENSE. IT IS
WORTH MY TIME!
SPECIALIZED
FEWER HUGE LISTS UXMAG
MORE DEEP DIVES ME
HUGE LISTS HIGH TRAFFIC LOW VALUE NOT SCALABLE
DEEP DIVES TARGETED TRAFFIC HIGH VALUE MORE SCALABLE
“I just need pageviews.”
INVESTMENT OF TIME RETURN PISS OFF
- =
9
236
GOALS
9 23
129 286
236 59
201 35
GOALS LINKING DOMAINS
TWEETS LIKES
WHICH ONE’S EVERGREEN?
BUT… 5X THE TRAFFIC TO THE MASSIVE LIST
TAKE THE LIST. WRITE ONE DETAILED POST ABOUT EACH ITEM.
DEPTH = AUTHORITY DEPTH = MORE TIME SPENT DEPTH = REAL VALUE
AWESOME. THIS TELLS ME EVERYTHING I NEED TO
KNOW.
INVESTING MY TIME REALLY PAID OFF...
…if these guys are for real.
TRUSTWORTHY
WIBBLEY-WOBBLEY, TRUSTY-WUSTY STUFF.
PROMINENCE INTERPRETATION TRUST
+=
HOLY CRAP!!! REALLY? TRUST
+=
HOLY CRAP!!! + REALLY?... =
HOLY CRAP!!!! REALLY?
- =
THE GUTS
COMPRESS IMAGES. PLEASE.
COMPRESS IMAGES. PLEASE. PRETTY PLEASE.
75kb
RESPECTING MY TIME
REVENUE CORRELATION 8,000 PAGES
IMPUTED VALUE
2:1
SPIT AND POLISH
I WAS DREADING ORDERING MY MARK VI
VIPER ONLINE. BUT THIS SITE IS SO SOLID, I FEEL
BETTER NOW.
I'm gonna remember
this.
…damn...
MEMORABLE AJ KOHN
WHERE NOT WHAT
MAKE THE PLACE EASY TO REMEMBER
VALUE LOCATION FAIL
- =
VALUE LOCATION WIN
+=
WEB SITE BLOG
AVOID.
MAKE THE BLOG PART OF YOUR SITE
“OH, YEAH, I SAW THAT POST ON BLOG.SITE.COM/CATEGORY/REALLY-LONG-KEYWORD-STUFFED-FILENAME.HTML”
“OH, YEAH, I SAW THAT POST ON FOO.COM”
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i read that great article on
fertwanglers on willywonka.com...
CONTENT PRODUCT
FANTASTIC CONTENT IS MEMORABLE, VALUABLE AND TRUSTWORTHY.
CONTENT HAS VALUE HOW WE KNOW IT’S A PRODUCT MAKING A MARKETABLE PRODUCT
um. can i have my skull back now?
@PORTENTINT [email protected]
WWW.PORTENT.COM/BLOG
PORTENT.CO/searchfest13
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