It seems like everyone heard the siren call of "make more content" at the same time, and now it's hard to separate the signal from the noise in our search and social channels. What have we learned from the past two years and what tactics and tools are worth keeping around for the next two? This session will look at data and examples from the content marketing and SEO worlds to propose a rational approach to both content strategy and content marketing.

1. The Long Play of Content Strategy
Flickr: Jose Casimiro
Matthew Brown – Moz - @MatthewJBrown - SIC 2015

2. Download this:
bit.ly/LongPlayContent

3. My background
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz

9. TFW you have to index BUZZFUDGE

10. The Platforms

11. Google

12. Content “advice”
https://www.youtube.com/watch?v=y8s6Y4mx9Vw

13. RankBrain: Moar AI
http://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/

14. Facebook

15. Buffer details its traffic loss
https://blog.bufferapp.com/lost-traffic

16. Only 3% of News Feed is adshttp://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-is-promoted

17. Reach. It can go away.
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect

18. Quick note: Read John Herrman
The Content Wars: http://www.theawl.com/author/john-herrman

19. Next up for FB = Notify:
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect

20. Next up for FB = Search:
http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html

21. The Storm
Flickr: MattysFlicks

22. 2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati

24. Source: Content Marketing Institute

27. 10X Content
http://bit.ly/10Xcontent

28. Is there one weird trick?

29. Credit Due:
Cyrus and the Moz Audience Team

30. Ranking
Factors

34. Web
Developer’s
Cheat Sheet
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5

35. Whiteboard
Friday

36. Less effective: Daily blog posts

37. Less effective: Beginner’s Guides

38. The challenge:
‘Things other than SEO’

39. But we’re in good hands?

40. Community is more than just tactics

41. They’re your
channel
experts

42. Content Goals

43. This is not a Content Goal

44. Neither is This

46. Loyalty

47. Build
loyalty
through
return
visits
Source: Parse.ly

48. Source: Poynter
5X was
Vulture’s
magic
number

49. Source: Chartbeat
Content
attributes
that create
loyalty

50. Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder

51. Reality Check:
It can take 12-17
months
Source: Content Marketing Institute

52. Source: Hubspot

53. Across Moz Customers: Content
Creation Drops After Month One.

54. Don’t play the
short game!