Rand Fishkin's presentation on Inbound Marketing's connectedness, illustrating how content, search, social and conversion optimization all must work together in harmony to achieve great results.

1. Inbound Marketing is All Connected Download: http://bit.ly/inboundconnected Rand Fishkin, CEO, SEOmoz

2. Why Did We Become Marketers?

3. So We Could Push People?

4. Prod Them

5. Force Them

6. to Buy Something They Don’t Want?

7. No.

8. That’s Interruption Marketing.

9. Interruption…

10. Interruption… Stops Us

11. From Doing What We Want

12. So It Can Sell Us Interruption…

13. Interruption… What We Don’t Need

15. Interruption Marketers

16. Interruption Marketers Me

17. Ads Interruption Marketers Me

18. Interruption… That’s Not How We Roll.

19. How People Buy in 2011

20. Realize a Need

21. Investigate Options

22. Ask Our Friends

23. Seek Out Experts

24. Find Communities

25. Dig Into Every Detail Available

26. Convert

27. You Don’t Buy Those Visitors. You Earn Them.

28. In∙boundMar∙ket∙ing -noun Any tactic that relies on earning people’s interest rather than buying it.

29. We’re Here to Help

36. Original Audience: 250 Total Reach: 11,000+ Buh.. Zam.

41. Content

42. Influences Everything

43. Without Great Content…

44. There’s No Chance of Success.

45. Content Can Mean:

46. “Content.”

47. Community

48. Product

49. Or Distribution

50. No Matter the Form; Content is the Foundation of Great Inbound Marketing

51. Search

52. Search is How Things Get Found.

53. Search = Discovery

54. Discovery = Sharing

55. Search Brings Highly Qualified Traffic

56. Search Dominates

57. Currently, there are more than 3 billion searches/day on Google And Search Just Keeps Growing

58. Social

59. Social Lives at the Top of the Funnel

60. Social is Discovery Prior to Interest

61. Social Demands Great Content,

62. And Rewards It.

63. Social Can Spread a Message Like Nothing Else

64. Today, Social is a Huge Influence on Search

65. Users: 50mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm And Social Appears to Be Fragmenting into Multiple Large Communities (and thousands of small ones)

66. Conversion

67. The Funnel Only Exists So It Can Convert.

68. Optimizing Conversion Means Measuring & Testing

69. It Means Listening, Too.

70. A Lot of Conversion is Wrapped in Soft Metrics

71. Branding

72. Messaging

73. Familiarity

74. Trust

75. CRO is a Critical Practice

76. But it Requires Holistic Marketing to Succeed.

81. Now We Can Win.

82. 10 Actionable Tactics w/ Examples

83. #1: Data as Content Marketing Tons of great examples via Kelly Ford’s blog post: http://kellynford.com/2011/09/27/marketing-your-startup-with-a-steady-drumbeat-of-data/

84. #1: Data as Content Marketing While Kelly shows lots of good ways to use your growth/financial/metrics data, I also love using user/habit/trend data like http://blog.last.fm/2010/12/16/the-data-behind-best-of-2010

85. #2: Video Content + SERP Visuals For a brief time, SEOmoz held the top 3 spots for “learn seo,” and the video result in position #3 actually earned more traffic/clicks than the top 2 combined.

86. #2: Video Content + SERP Visuals Getting a video snippet simply requires embedding a video on the page (though standard YOUTube embeds don’t work) and submitting a video XML sitemap file. We use http://wistia.com which is awesome for this.

87. #3: Thought Leadership + Rel=Author Who needs to rank #1 when you can earn better traffic than the top ranking sites w/ a photo?! 

88. #4: Social Networks for Personalized Rankings Last year, Google used Facebook, Friendfeed, Twitter, Quora and several other social networks to show connected content. Today, it’s nearly impossible to find something socially annotated that’s not through Google+

89. #4: Social Networks for Personalized Rankings More on this: http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankingsYou can see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent

90. #4: Social Networks for Personalized Rankings Create Share-Worthy Content Win the Internet Share Socially More Searchers Biased to Seeing Your Stuff Earn Rankings Boost Network Amplification Grows Reach Get Natural Links through Visibility Earn More Social Followers Growing your social network and sharing socially creates a virtuous cycle of marketing/influence.

91. #5: Link Building w/ Your Social Followers Tactic via Wil Reynolds of SEER Interactive: http://www.seerinteractive.com/blog/using-twitter-and-backlinks-to-build-links/2011/07/28/

92. #5: Link Building w/ Your Social Followers You can use Klout or Followerwonk scores (or just follower counts) to order the results

93. #5: Link Building w/ Your Social Followers Use vLookup in Excel with the Linkscape API to see if they’re linking to you yet How to: http://www.distilled.net/blog/seo/getting-started-with-the-free-linkscape-api/

94. #5: Link Building w/ Your Social Followers Engage w/ or reach out to sites you want links from This tactic can also be applied to blog commenters, email list subscribers and any social network where you can export a list of your friends/followers

95. #6: Long Tail SEO via Gamification http://quora.com has been highly effective with this, as have http://stackexchange.com, http://dribbble.com, and even Moz’s own http://www.seomoz.org/q

96. #7: PR through Social Outreach Starting a relationship over social media is easy and it leads to great press coverage surprisingly fast. Recent example from Moz: http://www.geekwire.com/2011/postit-wars-part-space-invaders-attack-pine-street

97. #8: Viral-Worthy Content via Q+A Research Places like http://answers.yahoo.com, http://quora.com, http://answers.com, virtually any web forum (http://boardreader.com is a good way to find them) and even Google Suggest are good for this.

98. #9: Influence Search Suggest through Branding You can see the original experiment here: https://plus.google.com/111294201325870406922/posts/BJJyt6rZ5Ku

99. #10: Leverage Thought Leaders to Build Content Via http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contrbute something small, perhaps just a few survey answers, then aggregate and share the data. They’ll help it spread.

101. Download this deck: bit.ly/inboundconnected