SlideShare une entreprise Scribd logo
1  sur  38
Télécharger pour lire hors ligne
1
U N C O N F E R E N C E
2 0 1 4
2
How to Create, Curate, &
Promote Great Content
U N C O N F E R E N C E
2 0 1 4
And some stuff about pandas and quality raters
3
What Do I Know About Content?
Involved with search industry since 1997
Previously managed several thousand domains
with several million indexed pages
Most importantly, I know within a vacuum great
content by itself means nothing
Have played both sides of the coin, creating
software for autogen content as well as hiring
in-house staff for premium portals
+
+
+
+
Joe Sinkwitz
CRO, CopyPress
4
What is GREAT Content?
It must serve a specific purpose
Content can come in all shapes, sizes,
colors, and formats
Beautiful by my definition is something that
is useful to the desired end user
+
+
+
Product Page Copy
Blog Posts
Infographics
Video
Interactive
5
Product Page Copy
Great content needs
to be unique
Most big retailers use the same
manufacturer feeds – only one of
them will win online; Amazon
MACY’S PRODUCT COPY >>
EXAMPLE
5
+
6
Blog Posts
Great written copy can cover
KW holes in most content
marketing strategies
Long-format, well-researched content
engages users, attracting links better
than {automated|overseas|intern-
level} content
+
INFOLIFIC >>
EXAMPLE
Useless, thin content
is panda fodder
6
7
Infographics
Best use is in taking a complex
subject and simplifying through
imagery
It HAS to be unique; there’s a lot of
crap floating around where the same
theme and concept is overplayed
+
ORSYP >>
EXAMPLE
A great infographic is
digestible, educational,
and entertaining
7
8
Video
Multi-purpose medium where
you can actually tell a story to
a captive audience
+
BESTLIFEQUOTE.COM >>
EXAMPLE
Sales pitch? Education?
Pure entertainment?
You can get all three
9
Interactive
The current King of
user engagement
Interactive is also just so awesome
right now with HTML5
Very difficult for someone to scrape
and replicate; publications need to
link to the resource vs copy/paste
without attribution
+
NBA DRAFT BOARD >>
EXAMPLE
10
Fark.com
Humorous, intentionally and
unintentionally viral stories
Vibrant community that
continually sources material
+
+
Curating Great Content
E X A M P L E
01
10
11
Tripadvisor.com
It isn’t just a hotel. For our
Hawaii trip we used the
curation of experiences
and entire trips to plan
which hotel, restaurants,
and activities to undertake
+
Curating Great Content
E X A M P L E
02
11
12
Pinterest
Curating Great Content
E X A M P L E
03
If your content is at all
image based, run like hell to
get started – your coupon
friends in the audience can
tell you how much money is
to be made here
Every topic is doable!
+
+
12
13
Google+
Too soon?
Curating Marginal Content
For…Google employees
and those wanting to talk to
Google employees
+
13
14
Vine.co
Curating Great Content
E X A M P L E
04
Only a few seconds
per video, but powerful
follower base
Humor wins here, but
fantastic for branding
+
+
14
HE-MAN IS GETTING GREAT
BRANDING FROM THIS
HANDSOME FELLOW >>
EXAMPLE
15
Hey Strategists
When deciding to make great content will it be
to live on your site or specifically to get ‘curated’
by a specific community?
The best pieces attempt to work on multiple
levels, satisfying both user needs onsite and
piquing interest from curators
+
+
16
Panda Time
16
Quick evolution of Panda
from the eyes of a
practioner; how I got out
of the first wave (and into
penguin) and how I’ve gotten
out of subsequent waves
Things to do to mitigate
Panda risk
+
+
17
Making That Great Content
{Smarter|Better|More Useful}
In a word, visibility that results in action
There’s lots of ways to drive traffic, which
I’ll delve into
Dave loves native…and Italian meatballs
+
+
+
18
Organic outreach & relationship building
Yes, buying openly advertised links still can work,
but the time horizon before getting slapped is
increasingly shrinking
Systematically building long-term relationships
devised to share great content, especially when the
relationship drives traffic, will stand the test of time
+
+
+
Promoting Content
E X A M P L E
01
19
PPC
Other similar toll roads
Similar to native, PPC style campaigns devised to
drive traffic can result in an increase in brand queries
+ secondary organic links, when properly managed
+
+
+
Promoting Content
E X A M P L E
02
20
Display Networks
Similar to native, display ads targeted to
user-specific demographics can yield brand
exposure + sales
+
+
Promoting Content
E X A M P L E
03
21
Social promotion
Facebook Ads, Sponsored Tweets, Stumbles
Low-intent, high volume traffic that has its place
if CPM focused
+
+
+
Promoting Content
E X A M P L E
04
22
Traditional PR
PR is going to merge with SEO as organic outreach
shifts back from being technically oriented to biz
dev oriented
Getting placement in Time or Washington Post
is hard to undervalue
+
+
+
Promoting Content
E X A M P L E
05
23
Offline
TV
Dead Trees
Radio
These mediums are still gigantic and though
typically requiring larger spends, some content
is ideal to be placed here
+
+
+
+
+
Promoting Content
E X A M P L E
06
24
Email and email listbuilding
Overlooked far too often by big publishers that
don’t know how to interact with their audience
+
+
Promoting Content
E X A M P L E
07
25
Think product placement
embedded on TV shows
I view it as fancy terminology for
advertising that matches content
to the context in which a user is
using a site
The goal is less ad blindness
and more interaction. The
ad is designed to be useful/
entertainment, hence
higher CTR!
+
+
+
Native: Promoting Content
E X A M P L E
08
26
How Does the Combo Work?
Great content needs eyeballs to matter+
By sourcing the right mix of native traffic, advertisers can get:+
Higher incidence of branded
search queries, boosting
authority signal
More qualified traffic than
the stumbleupons and
reddits of the world
Search benefit of
secondary organic links
27
Let’s see an example already!
27
The impact of great content + native:+
92 links, ALL organic, as of April 29th
33,000+ unique pageviews and going
28
Another Example!
28
{ Result } Page 1 for the topic
question discussed
Hub-concept client that used
static IG and connections to
gain in the organics
+
29
MOAR Examples!
{ Result } Page 1 for many
retail interview queries
Client needed topically
relevant post + social
sharing to spread story
+
30
Google Quality Raters
31
There’s a Difference
Guys like Kaspar Szymanski & Fili Wiese != manual raters
[both former spam team members] – the “real” employees
will take time to look at URLs in depth if prompted
Actual quality raters are generally part-time employees
from an outsourced company at best, or overseas ESL
just trying to cram through to meet numbers at worst
+
+
« Why is that at worst?
32
Quality Rater Stats
The average time spent by actual manual raters on a
page that is flagged in the spam queue is ~20 seconds
Over the evolution of the guidelines, raters were even
instructed to mark helpful hotel affiliates as spam
When I employed a person that was simultaneously a
quality rater, I watched the process...Does it look like
a thin affiliate site? Is it obvious spam? Is it obviously
keyword stuffed? Are there obvious cloaks in play?
Porn? Broken images?
+
+
+
33
What happened to the
helpful hotel affiliate?
Scrape, vilify, replace –
I call Knowledge Graph
the Great Scrape
+
33
34
Next Came Doorways
Doorway penalties are particularly annoying for
affiliate and small business sites because think back to
the ~20 second evaluation. If you had a real, legitimate
business and the rater felt the design was weak on a
gut reaction, the expansion of the definition of what a
doorway way now encompassed you
I had plenty of these nasties
+
+
35
And Today We EAT
EXPERTISE
Topical expert evaluation
AUTHORITATIVENESS
The idiots actually look
at BBB if you want to
manipulate it
TRUSTWORTHINESS
YMYL
Yes, we did eat...and will eat again, but what I mean is
E-A-T per the most recently leaked quality guidelines
+
E A T
36
You Have 20 Seconds
Is the design fresh and professional?
Trigger their emotional appeal towards it
being authoritative by default
Are you slathering ads everywhere or are
you focused? There is a fine line between
revenue-per-user and MFA/doorway/appy-
with-manual-penalty
Is the written content well structured,
grammatically correct, and spell-checked?
Simple to do to get past a spot-checker
+
+
+
60
15
30
45
37
How can you take advantage
of this knowledge?
If you only have in-house design/development talent you
can commission someone to help with native and other
forms of promotion
If you only have native and promotion skills you can commission
someone to help you with design/development talent
If you have neither, you can work with an outreach
company and a design shop
Or, you know…CopyPress for any and all of the above
+
+
+
+
38
Joe Sinkwitz
@CygnusSEO

Contenu connexe

Tendances

Ten Things Every Club Marketer Needs to Know About Generating Business on the...
Ten Things Every Club Marketer Needs to Know About Generating Business on the...Ten Things Every Club Marketer Needs to Know About Generating Business on the...
Ten Things Every Club Marketer Needs to Know About Generating Business on the...Jay Berkowitz www.TenGoldenRules.com
 
10 Things Every Club Marketer Needs to Know About Internet Marketing
10 Things Every Club Marketer Needs to Know About Internet Marketing10 Things Every Club Marketer Needs to Know About Internet Marketing
10 Things Every Club Marketer Needs to Know About Internet MarketingJay Berkowitz www.TenGoldenRules.com
 
Simon Baker: Future of online property marketing and how to make the most of it
Simon Baker: Future of online property marketing and how to make the most of itSimon Baker: Future of online property marketing and how to make the most of it
Simon Baker: Future of online property marketing and how to make the most of itTammy
 
Ten Things Every Entrepreneur Needs to Know About Internet Marketing
Ten Things Every Entrepreneur Needs to Know About Internet MarketingTen Things Every Entrepreneur Needs to Know About Internet Marketing
Ten Things Every Entrepreneur Needs to Know About Internet MarketingJay Berkowitz www.TenGoldenRules.com
 
8 well respected seo's
8 well respected seo's8 well respected seo's
8 well respected seo'sGrous1954
 
Google Top 10 Tips
Google Top 10 TipsGoogle Top 10 Tips
Google Top 10 TipsDavid Viney
 
The Real Estate SEO Guide | How To Dominate Real Estate SEO
The Real Estate SEO Guide | How To Dominate Real Estate SEOThe Real Estate SEO Guide | How To Dominate Real Estate SEO
The Real Estate SEO Guide | How To Dominate Real Estate SEONational Reputation
 

Tendances (10)

Ten Things Every Club Marketer Needs to Know About Generating Business on the...
Ten Things Every Club Marketer Needs to Know About Generating Business on the...Ten Things Every Club Marketer Needs to Know About Generating Business on the...
Ten Things Every Club Marketer Needs to Know About Generating Business on the...
 
Never Ending Story 1
Never Ending Story 1Never Ending Story 1
Never Ending Story 1
 
Seo Matters
Seo MattersSeo Matters
Seo Matters
 
Inbound2014 larry-kim-wordstream
Inbound2014 larry-kim-wordstreamInbound2014 larry-kim-wordstream
Inbound2014 larry-kim-wordstream
 
10 Things Every Club Marketer Needs to Know About Internet Marketing
10 Things Every Club Marketer Needs to Know About Internet Marketing10 Things Every Club Marketer Needs to Know About Internet Marketing
10 Things Every Club Marketer Needs to Know About Internet Marketing
 
Simon Baker: Future of online property marketing and how to make the most of it
Simon Baker: Future of online property marketing and how to make the most of itSimon Baker: Future of online property marketing and how to make the most of it
Simon Baker: Future of online property marketing and how to make the most of it
 
Ten Things Every Entrepreneur Needs to Know About Internet Marketing
Ten Things Every Entrepreneur Needs to Know About Internet MarketingTen Things Every Entrepreneur Needs to Know About Internet Marketing
Ten Things Every Entrepreneur Needs to Know About Internet Marketing
 
8 well respected seo's
8 well respected seo's8 well respected seo's
8 well respected seo's
 
Google Top 10 Tips
Google Top 10 TipsGoogle Top 10 Tips
Google Top 10 Tips
 
The Real Estate SEO Guide | How To Dominate Real Estate SEO
The Real Estate SEO Guide | How To Dominate Real Estate SEOThe Real Estate SEO Guide | How To Dominate Real Estate SEO
The Real Estate SEO Guide | How To Dominate Real Estate SEO
 

En vedette

Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospectsVelocity Partners
 
Build Your Business With Crowdsourcing
Build Your Business With CrowdsourcingBuild Your Business With Crowdsourcing
Build Your Business With CrowdsourcingRoss Dawson
 
70 types of content writing |Types of content
70 types of content writing |Types of content70 types of content writing |Types of content
70 types of content writing |Types of contentmanish ray
 
Achieving 10X! What it takes to create meaningful products we love
Achieving 10X! What it takes to create meaningful products we loveAchieving 10X! What it takes to create meaningful products we love
Achieving 10X! What it takes to create meaningful products we loveLillian Ayla Ersoy
 
9 Key Insights to Build Business Trust in a Digital World
9 Key Insights to Build Business Trust in a Digital World9 Key Insights to Build Business Trust in a Digital World
9 Key Insights to Build Business Trust in a Digital WorldCognizant
 
Can We Teach Entrepreneurship?
Can We Teach Entrepreneurship?Can We Teach Entrepreneurship?
Can We Teach Entrepreneurship?Emad Saif
 
Nail Content Writing & Inspire Readers to Respond
Nail Content Writing & Inspire Readers to RespondNail Content Writing & Inspire Readers to Respond
Nail Content Writing & Inspire Readers to RespondBarry Feldman
 
How to Create Products for Growth by Dan Olsen
How to Create Products for Growth by Dan OlsenHow to Create Products for Growth by Dan Olsen
How to Create Products for Growth by Dan OlsenDan Olsen
 
Making Money Blogging
Making Money BloggingMaking Money Blogging
Making Money BloggingMatt Haughey
 
Fabindia case study (2)
Fabindia   case study (2)Fabindia   case study (2)
Fabindia case study (2)Mayank Tyagi
 
Using Discovery to create products people actually want (2017 UX Copenhagen W...
Using Discovery to create products people actually want (2017 UX Copenhagen W...Using Discovery to create products people actually want (2017 UX Copenhagen W...
Using Discovery to create products people actually want (2017 UX Copenhagen W...Jenny Shirey
 
7 ways to cultivate optimism
7 ways to cultivate optimism7 ways to cultivate optimism
7 ways to cultivate optimismMaster of Slide
 
Kanban in 4 easy steps
Kanban in 4 easy steps Kanban in 4 easy steps
Kanban in 4 easy steps Shore Labs
 

En vedette (15)

Irresistible content for immovable prospects
Irresistible content for immovable prospectsIrresistible content for immovable prospects
Irresistible content for immovable prospects
 
Build Your Business With Crowdsourcing
Build Your Business With CrowdsourcingBuild Your Business With Crowdsourcing
Build Your Business With Crowdsourcing
 
70 types of content writing |Types of content
70 types of content writing |Types of content70 types of content writing |Types of content
70 types of content writing |Types of content
 
Achieving 10X! What it takes to create meaningful products we love
Achieving 10X! What it takes to create meaningful products we loveAchieving 10X! What it takes to create meaningful products we love
Achieving 10X! What it takes to create meaningful products we love
 
Build Your Brand and Build Your Business
Build Your Brand and Build Your BusinessBuild Your Brand and Build Your Business
Build Your Brand and Build Your Business
 
9 Key Insights to Build Business Trust in a Digital World
9 Key Insights to Build Business Trust in a Digital World9 Key Insights to Build Business Trust in a Digital World
9 Key Insights to Build Business Trust in a Digital World
 
Can We Teach Entrepreneurship?
Can We Teach Entrepreneurship?Can We Teach Entrepreneurship?
Can We Teach Entrepreneurship?
 
Nail Content Writing & Inspire Readers to Respond
Nail Content Writing & Inspire Readers to RespondNail Content Writing & Inspire Readers to Respond
Nail Content Writing & Inspire Readers to Respond
 
How to Create Products for Growth by Dan Olsen
How to Create Products for Growth by Dan OlsenHow to Create Products for Growth by Dan Olsen
How to Create Products for Growth by Dan Olsen
 
Making Money Blogging
Making Money BloggingMaking Money Blogging
Making Money Blogging
 
Fabindia case study (2)
Fabindia   case study (2)Fabindia   case study (2)
Fabindia case study (2)
 
The innovator’s dilemma,
The innovator’s dilemma, The innovator’s dilemma,
The innovator’s dilemma,
 
Using Discovery to create products people actually want (2017 UX Copenhagen W...
Using Discovery to create products people actually want (2017 UX Copenhagen W...Using Discovery to create products people actually want (2017 UX Copenhagen W...
Using Discovery to create products people actually want (2017 UX Copenhagen W...
 
7 ways to cultivate optimism
7 ways to cultivate optimism7 ways to cultivate optimism
7 ways to cultivate optimism
 
Kanban in 4 easy steps
Kanban in 4 easy steps Kanban in 4 easy steps
Kanban in 4 easy steps
 

Similaire à How to Create, Curate, and Promote Great Content

How to create engaging and shareable content
How to create engaging and shareable contentHow to create engaging and shareable content
How to create engaging and shareable contentMohamed Mahdy
 
Creating awareness using modern media
Creating awareness using modern mediaCreating awareness using modern media
Creating awareness using modern mediaMailerMailer
 
Going digital in a post covid 19 world
Going digital in a post covid 19 worldGoing digital in a post covid 19 world
Going digital in a post covid 19 worldIMSeoKing.com
 
Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success
Master Social PPC in 2015! 10 Tips To Set Yourself Up For SuccessMaster Social PPC in 2015! 10 Tips To Set Yourself Up For Success
Master Social PPC in 2015! 10 Tips To Set Yourself Up For SuccessHanapin Marketing
 
How to boost inbound marketing success with content marketing, SEO and social...
How to boost inbound marketing success with content marketing, SEO and social...How to boost inbound marketing success with content marketing, SEO and social...
How to boost inbound marketing success with content marketing, SEO and social...Scoop.it
 
Create Content that Will Actually Convert
Create Content that Will Actually ConvertCreate Content that Will Actually Convert
Create Content that Will Actually ConvertJennifer Riggins
 
How content marketing drives e-commerce sales
How content marketing drives e-commerce salesHow content marketing drives e-commerce sales
How content marketing drives e-commerce salesJoão Romão
 
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...rbrisco
 
Video content marketing agency
Video content marketing agencyVideo content marketing agency
Video content marketing agencyselinasimpson_176
 
Webinar | Supercharge your Online Newsroom with SEO Basics
Webinar | Supercharge your Online Newsroom with SEO BasicsWebinar | Supercharge your Online Newsroom with SEO Basics
Webinar | Supercharge your Online Newsroom with SEO BasicsPressPage
 
Prospecter efficacement sur Linkedin
Prospecter efficacement sur LinkedinProspecter efficacement sur Linkedin
Prospecter efficacement sur LinkedinJulien Dereumaux
 
Drive Prospects Down the Funnel with Chatbots
Drive Prospects Down the Funnel with ChatbotsDrive Prospects Down the Funnel with Chatbots
Drive Prospects Down the Funnel with ChatbotsHanapin Marketing
 
Go traffic review how to drive traffic from social media now! - dcareviewal...
Go traffic review   how to drive traffic from social media now! - dcareviewal...Go traffic review   how to drive traffic from social media now! - dcareviewal...
Go traffic review how to drive traffic from social media now! - dcareviewal...Online
 
Digital Marketing Tactics for Real Estate: What, When & How
Digital Marketing Tactics for Real Estate: What, When & HowDigital Marketing Tactics for Real Estate: What, When & How
Digital Marketing Tactics for Real Estate: What, When & HowDavid Hitt
 
Marketing for Not For Profits
Marketing for Not For ProfitsMarketing for Not For Profits
Marketing for Not For ProfitsLaura Hampton
 
8 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 20208 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 2020Carmine Mastropierro
 
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...Rosemary Brisco
 
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaignThe 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaignRadix Communications
 
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...B2B Marketing
 

Similaire à How to Create, Curate, and Promote Great Content (20)

How to create engaging and shareable content
How to create engaging and shareable contentHow to create engaging and shareable content
How to create engaging and shareable content
 
Creating awareness using modern media
Creating awareness using modern mediaCreating awareness using modern media
Creating awareness using modern media
 
Going digital in a post covid 19 world
Going digital in a post covid 19 worldGoing digital in a post covid 19 world
Going digital in a post covid 19 world
 
Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success
Master Social PPC in 2015! 10 Tips To Set Yourself Up For SuccessMaster Social PPC in 2015! 10 Tips To Set Yourself Up For Success
Master Social PPC in 2015! 10 Tips To Set Yourself Up For Success
 
How to boost inbound marketing success with content marketing, SEO and social...
How to boost inbound marketing success with content marketing, SEO and social...How to boost inbound marketing success with content marketing, SEO and social...
How to boost inbound marketing success with content marketing, SEO and social...
 
Create Content that Will Actually Convert
Create Content that Will Actually ConvertCreate Content that Will Actually Convert
Create Content that Will Actually Convert
 
How content marketing drives e-commerce sales
How content marketing drives e-commerce salesHow content marketing drives e-commerce sales
How content marketing drives e-commerce sales
 
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
 
Video content marketing agency
Video content marketing agencyVideo content marketing agency
Video content marketing agency
 
Webinar | Supercharge your Online Newsroom with SEO Basics
Webinar | Supercharge your Online Newsroom with SEO BasicsWebinar | Supercharge your Online Newsroom with SEO Basics
Webinar | Supercharge your Online Newsroom with SEO Basics
 
Prospecter efficacement sur Linkedin
Prospecter efficacement sur LinkedinProspecter efficacement sur Linkedin
Prospecter efficacement sur Linkedin
 
Drive Prospects Down the Funnel with Chatbots
Drive Prospects Down the Funnel with ChatbotsDrive Prospects Down the Funnel with Chatbots
Drive Prospects Down the Funnel with Chatbots
 
Go traffic review how to drive traffic from social media now! - dcareviewal...
Go traffic review   how to drive traffic from social media now! - dcareviewal...Go traffic review   how to drive traffic from social media now! - dcareviewal...
Go traffic review how to drive traffic from social media now! - dcareviewal...
 
Internet marketing 101
Internet marketing 101Internet marketing 101
Internet marketing 101
 
Digital Marketing Tactics for Real Estate: What, When & How
Digital Marketing Tactics for Real Estate: What, When & HowDigital Marketing Tactics for Real Estate: What, When & How
Digital Marketing Tactics for Real Estate: What, When & How
 
Marketing for Not For Profits
Marketing for Not For ProfitsMarketing for Not For Profits
Marketing for Not For Profits
 
8 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 20208 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 2020
 
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing...
 
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaignThe 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaign
 
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
 

Plus de CopyPress

CopyPress Webinar: How AI Can Improve User Engagement
CopyPress Webinar: How AI Can Improve User EngagementCopyPress Webinar: How AI Can Improve User Engagement
CopyPress Webinar: How AI Can Improve User EngagementCopyPress
 
CopyPress Webinar: The Benefits of Open-Source Software
CopyPress Webinar: The Benefits of Open-Source SoftwareCopyPress Webinar: The Benefits of Open-Source Software
CopyPress Webinar: The Benefits of Open-Source SoftwareCopyPress
 
CopyPress Webinar: The Current Content Ecosystem
CopyPress Webinar: The Current Content EcosystemCopyPress Webinar: The Current Content Ecosystem
CopyPress Webinar: The Current Content EcosystemCopyPress
 
CopyPress Webinar: The Importance of a Style Guide and How to Create One
CopyPress Webinar: The Importance of a Style Guide and How to Create OneCopyPress Webinar: The Importance of a Style Guide and How to Create One
CopyPress Webinar: The Importance of a Style Guide and How to Create OneCopyPress
 
Exploring the Different Types of Multimedia
Exploring the Different Types of MultimediaExploring the Different Types of Multimedia
Exploring the Different Types of MultimediaCopyPress
 
How to Effectively Do Curation
How to Effectively Do CurationHow to Effectively Do Curation
How to Effectively Do CurationCopyPress
 
Creating Effective Titles and Headlines
Creating Effective Titles and Headlines Creating Effective Titles and Headlines
Creating Effective Titles and Headlines CopyPress
 
How to Create Amazing Infographics
How to Create Amazing InfographicsHow to Create Amazing Infographics
How to Create Amazing InfographicsCopyPress
 
How to Avoid the Common Pitfalls for Scaling Quality Content
How to Avoid the Common Pitfalls for Scaling Quality ContentHow to Avoid the Common Pitfalls for Scaling Quality Content
How to Avoid the Common Pitfalls for Scaling Quality ContentCopyPress
 
Tips for Starting and Maintaining Publisher Relationships
Tips for Starting and Maintaining Publisher RelationshipsTips for Starting and Maintaining Publisher Relationships
Tips for Starting and Maintaining Publisher RelationshipsCopyPress
 
Steps to Keep Large Content Projects on Track
Steps to Keep Large Content Projects on TrackSteps to Keep Large Content Projects on Track
Steps to Keep Large Content Projects on TrackCopyPress
 
There Was Content in the Beginning and There Will Be Content in the End
There Was Content in the Beginning and There Will Be Content in the EndThere Was Content in the Beginning and There Will Be Content in the End
There Was Content in the Beginning and There Will Be Content in the EndCopyPress
 
Outreach Tips and Secrets from a Web Stalker
Outreach Tips and Secrets from a Web StalkerOutreach Tips and Secrets from a Web Stalker
Outreach Tips and Secrets from a Web StalkerCopyPress
 
Implementing a Systematic Content Development Process
Implementing a Systematic Content Development ProcessImplementing a Systematic Content Development Process
Implementing a Systematic Content Development ProcessCopyPress
 

Plus de CopyPress (14)

CopyPress Webinar: How AI Can Improve User Engagement
CopyPress Webinar: How AI Can Improve User EngagementCopyPress Webinar: How AI Can Improve User Engagement
CopyPress Webinar: How AI Can Improve User Engagement
 
CopyPress Webinar: The Benefits of Open-Source Software
CopyPress Webinar: The Benefits of Open-Source SoftwareCopyPress Webinar: The Benefits of Open-Source Software
CopyPress Webinar: The Benefits of Open-Source Software
 
CopyPress Webinar: The Current Content Ecosystem
CopyPress Webinar: The Current Content EcosystemCopyPress Webinar: The Current Content Ecosystem
CopyPress Webinar: The Current Content Ecosystem
 
CopyPress Webinar: The Importance of a Style Guide and How to Create One
CopyPress Webinar: The Importance of a Style Guide and How to Create OneCopyPress Webinar: The Importance of a Style Guide and How to Create One
CopyPress Webinar: The Importance of a Style Guide and How to Create One
 
Exploring the Different Types of Multimedia
Exploring the Different Types of MultimediaExploring the Different Types of Multimedia
Exploring the Different Types of Multimedia
 
How to Effectively Do Curation
How to Effectively Do CurationHow to Effectively Do Curation
How to Effectively Do Curation
 
Creating Effective Titles and Headlines
Creating Effective Titles and Headlines Creating Effective Titles and Headlines
Creating Effective Titles and Headlines
 
How to Create Amazing Infographics
How to Create Amazing InfographicsHow to Create Amazing Infographics
How to Create Amazing Infographics
 
How to Avoid the Common Pitfalls for Scaling Quality Content
How to Avoid the Common Pitfalls for Scaling Quality ContentHow to Avoid the Common Pitfalls for Scaling Quality Content
How to Avoid the Common Pitfalls for Scaling Quality Content
 
Tips for Starting and Maintaining Publisher Relationships
Tips for Starting and Maintaining Publisher RelationshipsTips for Starting and Maintaining Publisher Relationships
Tips for Starting and Maintaining Publisher Relationships
 
Steps to Keep Large Content Projects on Track
Steps to Keep Large Content Projects on TrackSteps to Keep Large Content Projects on Track
Steps to Keep Large Content Projects on Track
 
There Was Content in the Beginning and There Will Be Content in the End
There Was Content in the Beginning and There Will Be Content in the EndThere Was Content in the Beginning and There Will Be Content in the End
There Was Content in the Beginning and There Will Be Content in the End
 
Outreach Tips and Secrets from a Web Stalker
Outreach Tips and Secrets from a Web StalkerOutreach Tips and Secrets from a Web Stalker
Outreach Tips and Secrets from a Web Stalker
 
Implementing a Systematic Content Development Process
Implementing a Systematic Content Development ProcessImplementing a Systematic Content Development Process
Implementing a Systematic Content Development Process
 

Dernier

Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Yabhishekb63
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalorekapsesrishti
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .pptbharathithangavelu
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energyquruxshamso21
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfoliogfrank8020
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxpaperboattechsolutio
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfDawn Anderson MSc DigM
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Accountcashapp
 
Belgian Salesforce Marketing Cloud SF Office Event
Belgian Salesforce Marketing Cloud SF Office EventBelgian Salesforce Marketing Cloud SF Office Event
Belgian Salesforce Marketing Cloud SF Office Eventivanrazine1
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...ivypcsoseo
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"Theoda Metcalf
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaAsh Nallawalla
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouMarianna Nakou
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 

Dernier (20)

Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-YTailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
Tailoring-Retail-Strategies-for-Gen-X-and-Gen-Y
 
Best Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in BangaloreBest Digital Marketing Training Institute in Bangalore
Best Digital Marketing Training Institute in Bangalore
 
Promotion of business Online .ppt
Promotion of business Online        .pptPromotion of business Online        .ppt
Promotion of business Online .ppt
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
youth bundle Reawakening of life energy
youth bundle Reawakening of life  energyyouth bundle Reawakening of life  energy
youth bundle Reawakening of life energy
 
Reliv Opportunity Slides US
Reliv Opportunity Slides USReliv Opportunity Slides US
Reliv Opportunity Slides US
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio
 
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly BulletinBLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_February2024. Balmer Lawrie Online Monthly Bulletin
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptx
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdf
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Account
 
Belgian Salesforce Marketing Cloud SF Office Event
Belgian Salesforce Marketing Cloud SF Office EventBelgian Salesforce Marketing Cloud SF Office Event
Belgian Salesforce Marketing Cloud SF Office Event
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash Nallawalla
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna Nakou
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 

How to Create, Curate, and Promote Great Content

  • 1. 1 U N C O N F E R E N C E 2 0 1 4
  • 2. 2 How to Create, Curate, & Promote Great Content U N C O N F E R E N C E 2 0 1 4 And some stuff about pandas and quality raters
  • 3. 3 What Do I Know About Content? Involved with search industry since 1997 Previously managed several thousand domains with several million indexed pages Most importantly, I know within a vacuum great content by itself means nothing Have played both sides of the coin, creating software for autogen content as well as hiring in-house staff for premium portals + + + + Joe Sinkwitz CRO, CopyPress
  • 4. 4 What is GREAT Content? It must serve a specific purpose Content can come in all shapes, sizes, colors, and formats Beautiful by my definition is something that is useful to the desired end user + + + Product Page Copy Blog Posts Infographics Video Interactive
  • 5. 5 Product Page Copy Great content needs to be unique Most big retailers use the same manufacturer feeds – only one of them will win online; Amazon MACY’S PRODUCT COPY >> EXAMPLE 5 +
  • 6. 6 Blog Posts Great written copy can cover KW holes in most content marketing strategies Long-format, well-researched content engages users, attracting links better than {automated|overseas|intern- level} content + INFOLIFIC >> EXAMPLE Useless, thin content is panda fodder 6
  • 7. 7 Infographics Best use is in taking a complex subject and simplifying through imagery It HAS to be unique; there’s a lot of crap floating around where the same theme and concept is overplayed + ORSYP >> EXAMPLE A great infographic is digestible, educational, and entertaining 7
  • 8. 8 Video Multi-purpose medium where you can actually tell a story to a captive audience + BESTLIFEQUOTE.COM >> EXAMPLE Sales pitch? Education? Pure entertainment? You can get all three
  • 9. 9 Interactive The current King of user engagement Interactive is also just so awesome right now with HTML5 Very difficult for someone to scrape and replicate; publications need to link to the resource vs copy/paste without attribution + NBA DRAFT BOARD >> EXAMPLE
  • 10. 10 Fark.com Humorous, intentionally and unintentionally viral stories Vibrant community that continually sources material + + Curating Great Content E X A M P L E 01 10
  • 11. 11 Tripadvisor.com It isn’t just a hotel. For our Hawaii trip we used the curation of experiences and entire trips to plan which hotel, restaurants, and activities to undertake + Curating Great Content E X A M P L E 02 11
  • 12. 12 Pinterest Curating Great Content E X A M P L E 03 If your content is at all image based, run like hell to get started – your coupon friends in the audience can tell you how much money is to be made here Every topic is doable! + + 12
  • 13. 13 Google+ Too soon? Curating Marginal Content For…Google employees and those wanting to talk to Google employees + 13
  • 14. 14 Vine.co Curating Great Content E X A M P L E 04 Only a few seconds per video, but powerful follower base Humor wins here, but fantastic for branding + + 14 HE-MAN IS GETTING GREAT BRANDING FROM THIS HANDSOME FELLOW >> EXAMPLE
  • 15. 15 Hey Strategists When deciding to make great content will it be to live on your site or specifically to get ‘curated’ by a specific community? The best pieces attempt to work on multiple levels, satisfying both user needs onsite and piquing interest from curators + +
  • 16. 16 Panda Time 16 Quick evolution of Panda from the eyes of a practioner; how I got out of the first wave (and into penguin) and how I’ve gotten out of subsequent waves Things to do to mitigate Panda risk + +
  • 17. 17 Making That Great Content {Smarter|Better|More Useful} In a word, visibility that results in action There’s lots of ways to drive traffic, which I’ll delve into Dave loves native…and Italian meatballs + + +
  • 18. 18 Organic outreach & relationship building Yes, buying openly advertised links still can work, but the time horizon before getting slapped is increasingly shrinking Systematically building long-term relationships devised to share great content, especially when the relationship drives traffic, will stand the test of time + + + Promoting Content E X A M P L E 01
  • 19. 19 PPC Other similar toll roads Similar to native, PPC style campaigns devised to drive traffic can result in an increase in brand queries + secondary organic links, when properly managed + + + Promoting Content E X A M P L E 02
  • 20. 20 Display Networks Similar to native, display ads targeted to user-specific demographics can yield brand exposure + sales + + Promoting Content E X A M P L E 03
  • 21. 21 Social promotion Facebook Ads, Sponsored Tweets, Stumbles Low-intent, high volume traffic that has its place if CPM focused + + + Promoting Content E X A M P L E 04
  • 22. 22 Traditional PR PR is going to merge with SEO as organic outreach shifts back from being technically oriented to biz dev oriented Getting placement in Time or Washington Post is hard to undervalue + + + Promoting Content E X A M P L E 05
  • 23. 23 Offline TV Dead Trees Radio These mediums are still gigantic and though typically requiring larger spends, some content is ideal to be placed here + + + + + Promoting Content E X A M P L E 06
  • 24. 24 Email and email listbuilding Overlooked far too often by big publishers that don’t know how to interact with their audience + + Promoting Content E X A M P L E 07
  • 25. 25 Think product placement embedded on TV shows I view it as fancy terminology for advertising that matches content to the context in which a user is using a site The goal is less ad blindness and more interaction. The ad is designed to be useful/ entertainment, hence higher CTR! + + + Native: Promoting Content E X A M P L E 08
  • 26. 26 How Does the Combo Work? Great content needs eyeballs to matter+ By sourcing the right mix of native traffic, advertisers can get:+ Higher incidence of branded search queries, boosting authority signal More qualified traffic than the stumbleupons and reddits of the world Search benefit of secondary organic links
  • 27. 27 Let’s see an example already! 27 The impact of great content + native:+ 92 links, ALL organic, as of April 29th 33,000+ unique pageviews and going
  • 28. 28 Another Example! 28 { Result } Page 1 for the topic question discussed Hub-concept client that used static IG and connections to gain in the organics +
  • 29. 29 MOAR Examples! { Result } Page 1 for many retail interview queries Client needed topically relevant post + social sharing to spread story +
  • 31. 31 There’s a Difference Guys like Kaspar Szymanski & Fili Wiese != manual raters [both former spam team members] – the “real” employees will take time to look at URLs in depth if prompted Actual quality raters are generally part-time employees from an outsourced company at best, or overseas ESL just trying to cram through to meet numbers at worst + + « Why is that at worst?
  • 32. 32 Quality Rater Stats The average time spent by actual manual raters on a page that is flagged in the spam queue is ~20 seconds Over the evolution of the guidelines, raters were even instructed to mark helpful hotel affiliates as spam When I employed a person that was simultaneously a quality rater, I watched the process...Does it look like a thin affiliate site? Is it obvious spam? Is it obviously keyword stuffed? Are there obvious cloaks in play? Porn? Broken images? + + +
  • 33. 33 What happened to the helpful hotel affiliate? Scrape, vilify, replace – I call Knowledge Graph the Great Scrape + 33
  • 34. 34 Next Came Doorways Doorway penalties are particularly annoying for affiliate and small business sites because think back to the ~20 second evaluation. If you had a real, legitimate business and the rater felt the design was weak on a gut reaction, the expansion of the definition of what a doorway way now encompassed you I had plenty of these nasties + +
  • 35. 35 And Today We EAT EXPERTISE Topical expert evaluation AUTHORITATIVENESS The idiots actually look at BBB if you want to manipulate it TRUSTWORTHINESS YMYL Yes, we did eat...and will eat again, but what I mean is E-A-T per the most recently leaked quality guidelines + E A T
  • 36. 36 You Have 20 Seconds Is the design fresh and professional? Trigger their emotional appeal towards it being authoritative by default Are you slathering ads everywhere or are you focused? There is a fine line between revenue-per-user and MFA/doorway/appy- with-manual-penalty Is the written content well structured, grammatically correct, and spell-checked? Simple to do to get past a spot-checker + + + 60 15 30 45
  • 37. 37 How can you take advantage of this knowledge? If you only have in-house design/development talent you can commission someone to help with native and other forms of promotion If you only have native and promotion skills you can commission someone to help you with design/development talent If you have neither, you can work with an outreach company and a design shop Or, you know…CopyPress for any and all of the above + + + +