Check out the slides that Distilled's very own, John Doherty presented at the recent New York Meet Up on Start Up Content.

1. Startup Content
Wrong vs Right
JOHN DOHERTY
DISTILLED NYC

2. @dohertyjf
Today we are talking about startups and
marketing, but to win long term in
marketing it helps to have content.

3. @dohertyjf
A lot of startups, though, think of
marketing after the fact, and then it’s
“marketing content”, not useful content.

4. @dohertyjf
Most of you are SEOs. This is the startup
version of “SEO content”.

5. @dohertyjf
#facepalm

6. @dohertyjf
Why Create
Great Content

7. @dohertyjf
Search Volume
“Dollar Shave Club” far outstrips “men’s razors” in search volume.

8. @dohertyjf
Increased Coverage

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Links (aka Traffic)
Image via MajesticSEO

10. @dohertyjf
Traffic = money/users
243% Organic Improvement Users go the same way
13,967
14,000 14,000
12,129
11,206
10,500 10,500
7,000 7,000
6,012
5,087
4,072
3,500 3,500
0 0
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12
Organic visitors

11. @dohertyjf
Startups Who
Fail at Content
Marketing

12. @dohertyjf
Instagram ($1bn of nothing)

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Instagram’s Site

14. @dohertyjf
Their Web Interface Sucks

15. @dohertyjf
They should have done Pinstagram

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Mint.com

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Mint.com’s Blog is Meh

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But their product is sexy

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They should have done what WePay did

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HouseBites.com

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HouseBites.com is boring

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So is their blog 

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Their Flickr is AMAZING

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They should be all over Pinterest. But they only have 14 images there. Missed
opportunity.

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Startups Who
Do It Right

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Oyster.com – Doing It Right(ish)

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Oyster’s Photo Fakeouts (293 Linking Root Domains)

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WePay.com

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WePay Does It Right

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WePay’s Publicity Stunt

31. @dohertyjf
Don’t just think about content on your
own site either. Here are two examples of
startups whose founders have big
followings.

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Hubspot
http://onstartups.com/

33. @dohertyjf
BufferApp
http://leostartsup.com/

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“But I’m Not
Creative”

35. @dohertyjf

36. @dohertyjf
Industry-Shaking Content is Difficult
Folks who never do any more than they get paid for, never
get paid for any more than they do.
- Elbert Hubbard

37. @dohertyjf
Difficult, Focused Work Pays Off

38. @dohertyjf
Step 1: Don’t Talk About Yourself
http://www.johnfdoherty.com/
brand-voice-marketing/

39. @dohertyjf
Step 2: Audience
http://www.seomoz.org/blog/keyword-level-demographics

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Step 3: Competitor Research
[keyword phrase] + guide
How to [keyword phrase]
https://seogadget.co.uk/content-
strategy-generator-tool-v2-update/

41. @dohertyjf
Step 4:
Prioritize, Resourcize, Calendarize
Start small. Get a dedicated resource (pro tip next slide) to produce one piece of
difficult-to-replicate content.
Create a calendar of consistent material. Your first won’t get many links. Your
second will get more. Your third will do better.

42. @dohertyjf
Step 4: Prioritize and Resourcize
Ahem: https://www.google.com/search?q=find+an+intern&pws=0

43. @dohertyjf
Our Intern Did This

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Our Intern Did This
It’s our 6th most linked-to page.
It got a link from Seth Godin
Done by a 17 year-old

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Step 5: Do The Hard Work
Do The Big Work (Seth Godin)

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Step 6: Outreach
Remember these guys?
Now it’s time for
http://www.seomoz.org/blog/outreach-for-linkbuilding-whiteboard-friday
outreach.
Email
Social media
PR

47. @dohertyjf
“So Show Me
How”

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Actually, this guy is going to do that…

49. @dohertyjf
John Doherty
SEO Consultant – Distilled
john.doherty@distilled.net
http://twitter.com/#!/dohertyjf
SEO Consultant at Distilled NYC.
Traveler.
Rock climber.
Company Blog: http://www.distilled.net/blog/
Personal Blog: http://www.johnfdoherty.com/
Facebook – Public Profile

50. Thank You
Questions?
JOHN DOHERTY Distilled NYC