Learn WHY and WHAT content will guarantee success to your online marketing efforts. This is lesson #3 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #1: http://kpis.co/2011/10/24/3-things-to-know-for-your-website-to-succeed Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

1. In the Court of the
Content King
Why is great content key to online marketing?

2. Introduction

3. Hi!
My name is
Mike Darnell.
I was born in 1974
My 1st job was
modeling underwear
& Roman toys

4. My partner is
Virode Imtarnasan -
Thai, 38 years old,
married, studied law
Career: EA, Sega, IRM…
Web: Cnngo, Vertu,
Playboy…
Is your website
targeting and engaging prospects?

5. Where we do
business

6. The Fun Bit

7. Foreword

8. According to the
MARKETING
is…

9. “…the activity, institutions,
and processes for creating,
COMMUNICATING,
delivering, and exchanging
offerings that have value for
customers...”

10. Marketers have
always known the
key to success is
providing succinct
and useful
information
regarding their
products…

11. …both in person
and otherwise.

12. Hold that
thought…

13. in 1996 Bill Gates
wrote a visionary
article titled
Content is King:

14. “…Content is where I
expect the real money
will be made on the
Internet, just as it was
in broadcasting…

15. …The TV revolution spawned a number
of industries, including the
manufacturing of TVs, but THE LONG-
TERM WINNERS WERE THOSE WHO
USED IT TO DELIVER INFORMATION &
ENTERTAINMENT…
[Bill penned the
article in March.
In August Microsoft
and NBC launched
MSNBC]

16. …the broad opportunities for
most companies involve
supplying INFORMATION or
entertainment.
NO COMPANY IS TOO SMALL
TO PARTICIPATE…

17. …One of the exciting things about
the Internet is that anyone can
publish whatever content they can
create.
THE INTERNET ALLOWS
INFORMATION TO BE DISTRIBUTED
WORLDWIDE AT ZERO MARGINAL
COST…”

18. The essay is a masterpiece because it
predicts not only the web’s ascent as an
easily accessible means of publication,
but also how this will impact human
society as a whole
Strangely Microsoft has never been able to
capitalize on Bill’s insights regarding the web

19. Some perspective…

20. In 1996 Microsoft and
Netscape were fighting
to control HOW we
accessed the web
“Content is King”
predicted that wouldn’t
matter half as much as
WHAT WE DID
ONCE WE GOT
THERE

21. …but as the web grew in
size the problem became
FINDING WHERE WE’RE
GOING

22. That was about to change because these
guys shared a room in Stanford

23. Sergey
Brin
PHD project:
Data Mining
Development

24. Larry Page
PHD project:
Inferring the importance of
a research paper from its
citations in other papers

25. They’re better
known as...

27. Why is Larry’s Ph.D project
the key to Google search,
and how does this matter to
YOU?

28. “…Inferring the
importance of a
research paper from
its citations in other
papers…”

29. What does that mean?

30. paper paper
paper
A bunch of research papers…
paper
paper

31. paper
paper
Paper paper
paper
…all citing the paper
same source…

32. paper
paper
IMPORTANT paper
paper
paper
…serve as an
indication the paper
source is Important

33. Let’s swap one word…

34. Site 1
Site 2
Your site Site 3
Site
4
Etc.

35. Larry’s big idea, and
the foundation for
Google’s search
algorithms, is simply
the concept that:

36. A web page’s
importance can be
inferred from the
number of pages
linking to it

37. What does
this mean
to you?

38. Simply put:
The more OTHER SITES
link back to yours,
the better your Google
search ranking

39. Are all links equal?

41. Sector
Trade
magazine
Opinion
Your site Leaders
blog
Wikipedia
definition
related to your
business

43. “Good” inbound links
are from pages that
relate to your offerings
and industry

45. The importance of the
linking webpage
determines the quality
of the link

46. This is known as
PAGERANK
…after the guy who invented it – Larry Page

48. The cute version

49. How does
Google know?

51. Google calculates Pagerank relationships by
MAINTAINING A COPY OF ALL INDEXED PAGES

52. This is INCREDIBLY
resource intensive…

53. Google’s hardware infrastructure
is a cornerstone of its success and
a closely guarded secret
[in 2010 Google’s
data centers were
using the equivalent
of ¼ the output of
your average nuclear
power plant]

54. Now that we
understand the
importance of links to
search ranking the
next question is…

55. Why would anyone
want to link to you?

56. Take a minute and
list the links you’ve
created and shared
recently…

58. …Now list what
motivated you to
create each link

59. The
CONTENT…

60. …was compelling
enough to create a
response

61. We link to
content that:
A. Moves us
B. Engages us
C. Is USEFUL

62. REMEMBER THIS?
“Marketers have
always known the
key to success is
providing succinct
and useful
information
regarding their
products”

63. There’s Nothing New Under the Sun…

64. Conclusion

65. 1. CONTENT HAS
ALWAYS BEEN KING:
Marketing has always been about
communicating useful and
engaging information related to
products and offerings

66. 2. THE WEB LEVELS THE FIELD
The low cost of publishing and
syndicating Online Content serves as
an equalizer giving SMEs an
opportunity to compete with MNCs
on even ground

67. 3. A LINK ECONOMY
The ultimate measure for success of
any type of online content is the
number of inbound links and user
engagement it generates
Good content is “rewarded” with
better search rankings, which in turn,
further boosts its popularity, etc…

68. Workshop time!

69. 1. Pair up and introduce your businesses
2. Come up with 5 ideas for content relating to your
partner’s business that you would be likely to link to
3. List the topic, media, attraction and estimated cost (time,
effort, $$$,…)
4. Determine criteria for measuring success
5. Present your work to the group
This is a brainstorming exercise:
Don't shoot down ideas, don't criticize, keep it open
Don't say "you can"
Say "I would link to..."

70. Content by Topic Content by Medium
Products/Services
Company information
News Texts (HTML/PDF)
Events Images
TIPS/HOW-TOS* Presentations
FAQS Audio
Lists Podcasts
CASE STUDIES VIDEO
TESTIMONIALS/CLIENTS Forms/Quizzes
Articles Etc.
etc…
* Extra Credit: Why are some of the above in ALLCAPS?

71. Afterword

72. The inherent challenge in generating marketing
content online is finding a sweet spot
between content that is "link bait",
and content that has commercial
marketing value for your company
SUCCESSFUL online campaigns are campaigns
that resolve this in an optimal fashion

73. Questions?

74. Easter Egg

75. About this Image…

76. in 1969 Barry Godber, a computer programmer in his 20s, provided
the cover art for one of rock’s most revolutionary albums:
In the Court of the Crimson King

77. The album is considered a revolutionary
masterpiece because it substituted rock’s
blues foundations with jazz and classic
elements
The outer cover is probably
more famous than the inner…

79. Sadly Barry didn’t live to see his artistic
endeavor become a cultural icon.
He died of a heart attack shortly after the
album’s release at the age of 24

80. Thanks!
…I’m at mi@vimi.co
Mike