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The Strategic Side ofContent Marketing   bit.ly/mozcontentstrategy         Rand Fishkin
An Unfortunate,Common Story
We Need to Acquire   Customers!
Ooo! Let’s Try Search      Engines!
Buying These Keywords is Really Expensive
We Need Some of that SEO Magic!                             SO MANY                           FREE CLICKS…
Time to Get Some Links
But We Gotta Keep it White Hat
We’ll Start with Some Article Marketing
Then Some Guest Blogging
Some Do-Follow Comments
Link Request Outreach to a Few Sites
Submit to Only the “High Quality” Directories
Sponsor Events & Charities to Get Some Links
Send a Few Press Release Blasts
Get Our Partners to Link to Us
Do Some Advertising that Leads to Links
Whew…
Getting Links is Really Hard.
You Know Who Has It Easy? Bloggers!
They Just Get Links Pouring In for Nothing!
Let’s Start a Blog!
Yeah, and We’ll Do Some Clever Graphics
Then Launch Some Linkbait!
Ugh, I Thought This Would Be Easier
Despite All That Effort, Our Linkbait Only Got Only 5 Links
These Blog Posts Aren’t Getting Us Anywhere
Screw This.
Let’s Just Outsource our Link Building
Months Pass…
Rankings Stagnate
Trouble Looms.
Content Marketing Strategy?
Content Marketing Strategy
Another (Sadly)Common Story
Content’s a Great Way for Us to Get Traffic
We Make Graphics
And Blog Posts
And Long-form Articles
We Made a Few Free Calculators & Tools
And Some How-To Videos
They Bring in a Lot of Visits from Search
And From Social Media
And Get Shared and Linked-to All Over the Web
But the Conversion Rate Sucks
We Need to Work on CRO & Improving Our Funnel
Let’s Make the Calls-to-Action More Obvious
And Enforce Email Collection to Access Content
So We Can Market to These Users Later
It’s Not Great for the User Experience
And It Hurts Viral Sharing
But We Need this Content to Carry Its Weight
Months Pass…
Content Cruises Along
Engagement & Sharing Drop
Conversion Rate Goes Up, But Total Conversions Fall
Content Marketing Strategy?
Content Marketing Strategy
Strategy ≠A List of Content You Think Will “Go Viral”
Strategy ≠A List of Tactics to Get You More Links
Strategy ≠A List of Influencers/Publications You Want          Mentioning Your Brand
So… What IS a“Content Marketing Strategy”
Step 1:            Step 2:        Step 3:Build a Product   Acquire Customers    Profit                     ?
Step 1:            Step 2:        Step 3:Build a Product   Acquire Customers    Profit                     ?              ...
Step 1:               Step 2:        Step 3:Build a Product      Acquire Customers    Profit                        ?     ...
Roadmap forContent Marketing
You can build a great contentstrategy by answering a few   challenging questions.
What Are Your Ultimate Goals?
AKA: Why Do You Invest in Marketing?Via: http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar
Usually, It’s One (or More) of These:  Traffic                 Awareness  Sales /                            RetentionConv...
Who Do You Need to Reach to Achieve That Goal?
Where is This Target Group on the Web Today?Users:   1B+        900mm       500mm    150mm      150mm+                    ...
Who/What Influences Your Target Group?
What   Experiences Will Earn the Impact You Need:
Familiarity?
Likability?
Trust?
And, Secondarily, What’s Going to  Earn You the Metrics You Need.
Links?
Shares?
Engagement?
Conversions?
Will These Investments Have a Better ROI Than Other Marketing Investments (i.e. paid media)?
Great answers to these questions will almost always yield a great  content marketing strategy.
Two Examples
http://www.tableausoftware.com/public/gallery/taleof100
Goal:   Build awareness &          Influencers:    Wall Street Journal,        acquire customers for                      ...
http://thecriminallawyer.tumblr.com/post/19810672629/12-i-was-entrapped
Goal:   Build awareness in the   Influencers:    Facebook friends,        highly competitive NYC                   colleag...
ChecklistMarketing Goal(s)Target CustomerTarget ChannelsInfluencersExperience to DeliverROI Comparison
5 RecommendationsTo Improve Your Strategy
#1: Invest for a 5 Year ROI This is when Geraldine started her               blog
#1: Invest for a 5 Year ROI This is where most people give up
#1: Invest for a 5 Year ROI 4,000+ visits/day the last 3 months
#2: Don’t “Target” Influencers; Involve Them
#3: Great Artists StealVia: http://www.bbc.co.uk/news/health-18770328
#3: Great Artists StealVia: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg
#4: Expand Your Definition of “Content”
Blog Posts
Articles
Educational Resources
Video
Slide Decks
Animations
Photos
APIs
Your Site’s “Boring” Pages
404s
Comments
News
Vacation Time
Workspaces
Physical Goods
Advertisements
Blogs                               Tweets                           Video                  Plugins                       ...
#5: Choose Short Men (and Tall Women)Via http://blog.okcupid.com/index.php/the-biggest-lies-in-online-dating/
One My Favorite ContentMarketing Examples
Goal:   Build awareness of cancer   Influencers:          Seattle journalists,        treatment center & earn             ...
News Headlines: YouTube Views:Links & Shares:
http://www.youtube.com/watch?v=ihGCj5mfCk8
Download:bit.ly/mozcontentstrategy      Rand Fishkin, SEOmoz
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#3: Great Artists StealVia: http://static02.mediaite.com/geekosystem/uploads/2010/10/true-size-of-africa.jpg Content Marketing Strategy

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