content marketing that wins: making brands, readers and google happy
TRANSCRIPT
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A conversation aboutA conversation about:
#Smwckcontent
Content Marketing That Wins: Making Brands, Readers AND Google Happy
September 23, 2013
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• Steve Radick (@sradick)
• Vice President, Public Relations
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• Scott Smith (@ourmaninchicago)
• Vice President, Content Marketing
• Nick Papagiannis (@nikopapagiannis)
• Vice President, Search Director
@cramerkrasselt
#Smwckcontent
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Content Marketing has so much potential
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How did it come to this?
4Examples from the Condescending Corporate Brand Page
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We’re in a content marketing arms race
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“The more content I can put out,
the more luck I have,” he says.
He’s redeployed an employee at
VaynerMedia, his social media
consultancy, to “shadow my life”
by following him to record his
remarks and turn them into
social media content.”
- Gary Vaynerchuk in Forbes,
June 2013
#Smwckcontent
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Rather than creating useful content for people, we’re creating mountains of garbage for machines
7Courtesy of Flickr user basmati – authentic help
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Email connected people
directly to other people
#Smwckcontent
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And then marketers saw an
opportunity to make it more
efficient
#Smwckcontent
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Websites connected people to
vast amounts of helpful
information
10#Smwckcontent
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And then marketers saw an
opportunity to make it more
efficient
11#Smwckcontent
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Social media was going to
change all that though
#Smwckcontent
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And then marketers saw an
opportunity to make it more
efficient
#Smwckcontent
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Branded content was going to
become the next evolution of
advertising
14#Smwckcontent
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And then marketers saw an
opportunity to make it more
efficient
15#Smwckcontent
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Stop trying to figure out the
tricks to gaming the system
16#Smwckcontent
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Because the system will
change tomorrow
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Courtesy of Flickr user woychukb
Courtesy of Flickr user chris fitz#Smwckcontent
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The current way isn’t working anyway
18*Source: Forrester, March 2013 #Smwckcontent
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We’ve now got the data and the tools to scale actual conversations and relationships
19#Smwckcontent
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Quality > Quantity
20#Smwckcontent
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Easier said than done
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“We need more leads coming in!”
“Are we on Flayvr yet? We totally need to be on Flayvr!!”
“Why is our blog traffic down? Make sure you post more so we get that back up!”
“I just saw that Brand X had 1,000 Likes on a Keep Calm and Carry On poster – I want us to do that too!”
“If you’re going to create new content, that all needs to go through Legal before it gets published and that takes 2-3 weeks”
“We need to have more likes than our competition”
#Smwckcontent
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When it comes to content, the reader has to come first.
22#Smwckcontent
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Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s business needs
23#Smwckcontent
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Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s business needs
24#Smwckcontent
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Great content will:
• Build trust with users through usefulness
• Drive measurable consumer action
• Satisfy a brand’s business needs
25#Smwckcontent
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Trust: Sephora
26#Smwckcontent
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Trust: Sephora
An expert-driven, beauty-focused
community that connects with
individual consumers everywhere
#Smwckcontent
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Usefulness: Amex Open
#Smwckcontent
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Usefulness: Amex Open
A place for small businesses to
network
#Smwckcontent
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Creating content for readers
Who is our audience? (Who isn’t?)
What do we want readers to do?
What do readers want from us? (Do we have it?)
What assets do we have – people, places, things?
How do they talk about us when they think we’re not listening? (Are we?)
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What do we have to offer that
no one else does?
#Smwckcontent
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Do more than tell a story, tell yourstory
31#Smwckcontent
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Your brand produces content every day
• Your history
• Ideas that didn’t make the cut
• The “why” behind business decisions
• Challenges
• Your culture
• New product uses
• Requests for feedback
• Your causes
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Panera’s Hard Road Campaign
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“Never sacrifice the quality of your copy for the sake of the search engines.”
- Matt Cutts, Head of Google's Webspam team
34#Smwckcontent
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Ultimately, good SEO is about providing a good user
experience and compelling content.
35#Smwckcontent
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1. Optimize Content Tech Environment
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2. Place the right keywords in right places
37#Smwckcontent
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3. Promote your content
38#Smwckcontent
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Content should be beneficial to your customer, reflective of
your brand, and optimized for Google
39#Smwckcontent
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Questions?
40Presentation will be available online at www.steveradick.com