Interactive Marketing: The Trends with Content Marketing

P O W E R
@ A S H L E Y M A D H A T T E R
1
Content is
changing

2
Pixar Gets Content Changes

3
Ed Catmull, the president
of Pixar, says the
company doesn’t start
with great ideas.

4
Ed Catmull, the president
of Pixar, says the
company doesn’t start
with great ideas.
Every project begins
with “ugly babies”.

P O W E R
5
“We know screw ups are an essential
part of making something good.
That’s why our goal is to screw up as
fast as possible.”

6
That thinking has helped them
achieve dozens of Academy Awards

7
Pixar moved past sketches
and basic animation to 3-d
and 4-d animation.

8
Pixar moved past sketches
and basic animation to 3-d
and 4-d animation.
They recognize content changes

P O W E R
9
Just hiring writers and
publishing blog posts isn’t
going to cut it anymore.

10
LIVE Video
Content Marketing
Teams Need
Experience With:

11
Basic Video Editing
Content Marketing
Teams Need
Experience With:

12
Basic Graphic Design
Content Marketing
Teams Need
Experience With:

13
Audio: Voiceovers & Transcriptions
Content Marketing
Teams Need
Experience With:

14
Branding and Mentions
Content Marketing
Teams Need
Experience With:

15
Analyzing Metrics
Content Marketing
Teams Need
Experience With:

16
Content Distribution
• SEO
• Reviews
• Media Coverage
• Shares
• Mentions
• Paid Social Promotion
• NativeAdvertising
• DisplayAdvertising
• Retargeting
• PR
• Paid Influencers
• Website
• Blog
• Social Media
• YouTube
PA I D O W N E D
E A R N E D

17
Content Marketing
Teams Need
Experience With:
Copywriting and Basic SEO

P O W E R
18
Content Trends Are
Changing Now

P O W E R
19
As of January 2018, there were
an estimated one billion voice
searches per month. 
 
- Alpine.AI

Voice Search = Human Like Content

To launch the skill, say, “Alexa, Ask Purina” and Alexa will help you
discover the perfect breed for you. Get details of a specific dog breed by
saying the full breed name, or search and browse dogs that match your
search criteria.
You can say, “Alexa, ask Purina to help me ﬁnd a dog breed”, or
“Alexa, ask Purina to search” to initiate a guided search.
You can search by the specific dog breed name, size, energy level, family
fit, living considerations, shedding level or narrow your search by
specifying hypoallergenic.
Get the inside story on different breeds by asking questions like:
“Tell me about dogs that are good with children”
“Tell me about dogs that are hypoallergenic”
“Find breeds that are good in apartments”
“Tell me about dogs that don’t shed.”
Voice Search Based Content

P O W E R
23
We need to think human first,
bot second when it comes to
content production.

24
Utilize Emotional
Content FIRST,
Keywords Second 

P O W E R
25
Mobile devices are projected to
reach 79% of global internet
usage by the end of 2018.

P O W E R
26
Nearly 8 in 10 customers will
stop engaging with content that
doesn’t display well on their
device.

P O W E R
30
You don’t have to keep
producing new content to
engage with your demographic.

The Buffer Experiment in 3 Steps
No new content for 4 consecutive weeks
D o n ’t p u b l i s h a n y
b r a n d n e w c o n t e n t01
R e p u r p o s e e v e rg re e n
c o n t e n t i n t o e b o o k s ,
& S l i d e s h a re s02
U p d a t e o l d b l o g
p o s t s w i t h a u d i o
a n d g r a p h i c s03

@ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
What Content
Should They
Reuse?
Content Audit:
• Top performing
• Most shared
• Backlinks
32

Chose 10 pieces of
content and
scheduled them
over 4 weeks

P O W E R
34
The Results..

Blog Traffic
Went Down..
a little
35

But Organic
Went Up..
36

Successful Experiment

P O W E R
39
Measure Your
Trending Efforts

Define Your  
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
40
Active reading time, website
traffic, new users
Listening length, new
subscribers, shares

Know Which
Metrics Matter
Shares:  
Just because it’s shared doesn’t
mean it’s read
41

Know Which
Metrics Matter
Shares:  
mean it’s read
Time on Page: 
Need to make lunch while the blog
post is open?
42

Know Which
Metrics Matter
Shares:  
mean it’s read
Time on Page: 
Need to make lunch while the blog
post is open?
Pageviews: 
Clickbait can skew page view metrics
43

Wow Score
Use Wow-Score to determine
accurate metrics like content
ratings:
• Active users’ reading time
44

Wow Score
Use Wow-Score to determine
accurate metrics like content
ratings:
• Active users’ reading time
• Scrolling speed
• Article length
45

P O W E R
G E T S L I D E S
ashley.ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h D e m o
www.SEMrush.com
F O L L O W M E
@AshleyMadhatter

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Interactive Marketing: The Trends with Content Marketing

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