How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority. In this session marketers will walk away knowing… - Why content loyalty is important and how it helps all areas of the business - What types of content inspires loyalty - How to create content that moves the needle for their brand

1. HOW TO EXIT
THE CONTENT MARKETING
STRUGGLE BUS
Ronell Smith
ronell.smith@moz.com | @ronellsmith

2. The Negotiator

3. Heat

4. Hannibal Lecter

5. Hannibal Lecter

7. Engagement is a POOR
CHOICE for a goal.

8. How can this be?
WCG

9. The struggle is real
Forrester

10. 96% of B2B marketers flopping!

11. Engagement should be
a goal; it shouldn’t
be the goal.

12. Using
engagement
as
a
core
metric
is
an
excuse
for
being
unwilling
to
iden5fy
why
your
site
exists.
–
Avinash
Kaushik,
Google

13. Spy on content popularity and type

14. Peruse
Google for
additional
details

15. Find links to popular content

16. #1 — How To Create
Engaging Content

17. Right Content

18. Right
Content

19. Right Content

20. Right Content

21. Right Content

22. Right Content

23. QUESTIONS?

24. Brand Trust Is An Essential
Element

25. Taking trust to the extreme

26. Positive ubiquity

27. I’m
here
for
you.
Don’t
make
this
creepy.

28. Steve Jobs
humanized
the iPhone
launch

29. Allstate
makes buying
insurance
interesting

30. Blendtec’s
CEO excited
us about a
boring
product

31. 300M
views on
YouTube
Crazy,
right?

32. Opportunities beyond the top 10
YouMoz

33. Brand bias can work for your
brand

34. #2 — How To Make
Brand Trust Work For
You

35. Brand Trust

36. Brand Trust

37. Brand Trust

38. QUESTIONS?

39. Whatchu
talkin’
‘bout,
Ronell?

40. Where the journey typically begins

41. There’s A Better
Way

42. Yawn…

43. P.O.U.N.D
POUND

44. Network diffusion at work

46. Old
Way:
BUILD
links
to
CONTENT
Comdata
SVS
Link
Link
Link Link
Link Link
Link
Link
Website
Content
Link

47. New
way:
SHARE
content
to
RELEVANT
social
streams
Links
Content
Website
Content
Links
Links
Links
Content
Content
Content

48. Content Loyalty: The Prize We Should
All Be Fighting For

49. The
shortest
path
to
a
sustainable
content
strategy
is
to
create
content
loyalty.
—MaXhew
J.
Brown,
Moz

50. Your time is limited

51. A social hit buys you a little more tim

52. Your
opportunity
Parse.ly

53. Vulture’s
magic
number:
5X
Chartbeat

54. Content
attributes
that lead to
loyalty

55. Hubspot

56. The bad news is the
good news: It’s a
12-17 month process

57. The
majority
of
brands
will
con5nue
to
crash
and
burn
because
they
lack
the
consistency
or
the
pa5ence
to
build
a
loyal
audience.
—Joe
Pulizzi,
Content
Marke5ng
Ins5tute
Content Marketing Institute

58. Begin with a
CONTENT AUDIT

59. You
CAIN’T
be
serious!

60. An in-depth process
Mike King Content Audit Template

61. Calculating content ROI
Content
ROI
Calculator

62. BuzzSumo

63. BuzzSumo

64. A simplified but valuable approach

65. Moz Content

66. Moz Content detailed info

67. Moz
Content
topics
data

68. Moz Content’s Content Search

69. Moz Content’s Content Search

70. # 3 — Making Content
Loyalty Work For Your
Brand

71. Content Loyalty

72. Content Loyalty

73. Content Loyalty

74. Content Loyalty

75. QUESTIONS?

76. There is no such thing as
can’t!

77. Tools
• Open
Site
Explorer
• BuzzSumo
• Moz
Content
• Keyword Explorer

78. Ronell SmithRonell Smith
ronell.smith@moz.com| @ronellsmith
THANK YOU