Google Panda and Penguin algorithm changes have a secret implication - that content is truly and finally KING. Not all content is equal. Some content has higher engagement and viral potential than other kinds of content. This presentation is about how to tell stories in business and on websites.

1. Storytelling Is The New SEO
Martin W. Smith
@ScentTrail
SEO Meetup Raleigh, March 26

2. Google’s Algorithm Changes
• Panda’s Implications
– Heuristics Matter
• Time On Site.
• Pages Viewed.
• Return Visitors.
• Lower Bounce.
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3. Google’s Secret Implications
• Panda & Penguin
Secrets
– Content is KING.
– Engagement.
– Storytelling.
– New Sheriff In Town.
Not All Content Is Equal In Engagement.
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4. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
Want:
HIGH
Now,
High,
High
Low
Later Time = NOW Later
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5. High Engagement Content
• High Engagement, Conversion NOW
Content Examples:
– Video.
– Reviews. Want:
– Social Shares. Now, High,
– Tribal (bought x, also bought y). High
CONTENT
– Relevant real time offers.
– Breaking news.
– Stories.
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7. Hero’s Journey
• Stories & Joseph Campbell
– Hero’s Journey.
– Examples:
• STAR WARS
• Comic Books.
• 60 Minutes.
• Sports.
• Your website?
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8. Telling “Hero’s Journey” Stories
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9. REI’s Hero’s Journey
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10. REI About Page Themes
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11. Patagonia Hero’s Journey
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12. Patagonia About Page Themes
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13. REI Product Page: repeats key stories
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14. REI Product Page: repeats key stories
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15. REI Product Page: repeats key stories
Themes
* Quality
* Save World
* Love Passion
* Trust, Honesty, Club
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16. How Websites Tell Stories
Overt Storytelling Covert Storytelling User Gen Content
• About Page. • Design.
• Comments.
• Product Pages. • Colors. • Reviews.
• Return Policy. • Images. • Contests.
• Free Shipping. • Headlines. • Gamification.
• Terms. • People. • Polls, Surveys.
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17. Gamification Layers
Active Passive Real Time
• Earn Badges. • Position.
• Offers.
• Social Capital. • Jobs.
• Elevation. • Bankable
• Points. Rewards.
• Rewards. • Status.
• Review Reviewer. • Elevation.
• Status. • Status.
• Features.
• Leaderboards. • Features.
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18. Storytelling Summary
• Google & Customers want better heuristics.
– Storytelling improves engagement.
– Engagement improves heuristics.
• Stories = hero’s journey.
• Websites = overt & covert storytelling.
• Better stories = more:
– Traffic.
– Social Shares.
– Money
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19. Martin W. Smith Contact
• @ScentTrail
• ScentTrail.blogspot.com
• CureCancerStarter.org
• @CureCancerStart
• Facebook/CureCancerStarter
• http://www.linkedin.com/in/martysmith1980
vc
• Email: Martin.Smith@Atlanticbt.com
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20. Appendix: Content Engagement Matrix
Not all content is equal. Some content is more engaging.
The Content Engagement Matrix evaluates content based on
its ability to promote high conversions and high engagement.
The important caveat is any content can be highly viral. Viral
potential is as much executional as anything. That caveat stated,
some content is inherently more likely to go viral with less effort
because it starts with higher views.
The Content Matrix defines content by its inherent conversion and
engagement potential. The other emerging truth is content that
happens NOW is more viral than older content. Closer to NOW, so
Time is included as an evaluation point.
Finally this summary and evaluation of a particular type of content
may or may not apply to your website. The idea Is more important
than the values assigned.
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21. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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Storytelling Is Content Marketing Later
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22. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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23. Content Matrix: Now, High, High
• Now, High Engagement, High Conversion
– Social Shares (your friends).
– Social Signals Summary (See TechCrunch Example)
– Video.
– Reviews Matrix (See Amazon).
– Relevant, real time offers or coupons.
– Tribal Data, “Buyers like you also bought…”
– Breaking news or trusted source recommendations.
– Relevant stories & curated UGC.
– Conversion gamification.
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24. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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25. Content Matrix: Later, Low, Low
• Later, Low Engagement, Low Conversion
– Conditions of Use & Terms.
– Ads & Affiliate Program.
– Press Releases.
– Confusing or dissonant content.
– Negative sentiment content.
– Too good to be true offers or claims.
– Confusing games or gamification.
– Unclear navigation, clicky cart or no scentTrail.
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26. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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27. Content Matrix: Later, High, Low
• Later, High Engagement, Low Conversion
– My Account.
– My UGC.
– Contests (when I lose).
– My old reviews.
– Negative friends reviews.
– Controversy.
– Negative Sentiment.
– Post purchase problem resolution (returns,
warranty).
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28. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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29. Content Matrix: Now, High, Low
• Now, High Engagement, Low Conversion
– Sports.
– Q&A.
– Unsupported Staff Reviews (will pick fights).
– PR Problems.
– Unsupported Bad Reviews (only insults fairness
doctrine).
– Too new (unsupported by tribe).
– Polls, Quizzes and Surveys.
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30. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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31. Content Matrix: Now, Low, High
• Now, Low Engagement, High Conversion
– Internal search.
– Highly specific internal search (use of catalog
number).
– Emails targeted to segments (less relevant than
personas b/c segments = YOU, personas = THEM).
– Affiliate links from trusted source websites.
– Hot guru or maven recommendations.
– Strong word-of-mouth within specific tribe.
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32. Content Marketing Matrix
Conversion
Low HIGH Low
Low
Engagement
HIGH
Low
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33. Content Matrix: Later, Low, High
• Later, Low Engagement, High Conversion
– Abandoned Cart email.
– Wish List.
– Wish List Special Offer.
– Saved shopping carts.
– Relevant older blog posts.
– Saved internal search.
– Saved Google search.
– Saved content or Q&A.
– New comments to your shares by friends.
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