Market the content you have
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Everyone talks about 'content marketing.' Before you spend time on that, why not try marketing with the content you already have? Make your EXISTING content really good. Make your EXISTING content a great marketing tool. THEN go on and invest in a fancy campaign. This is from my ad:Tech presentation.
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Market the content you have
- 1. DON’T START CONTENT MARKETING (YET) IAN LURIE, CEO & FOUNDER PORTENT, INC @PORTENTINT PORTENT.COM
- 2. portent.co/contentitis Yes, like this, no ‘m’.
- 3. How this will go: A rant 3 steps A few rants mixed in All done
- 5. i r the googles. hear me roarz.
- 6. IAN WTF!
- 7. CONTENT BRAND
- 8. yeah, because i've never seen this before. CONTENT BRAND
- 9. nooooooooo sorry, dude. you've got content.
- 10. IF CONTENT IS SO TERRIBLE, YOU’RE KINDA SCREWED.
- 11. YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR PRODUCT
- 12. YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR SITE
- 13. IF YOU’RE USING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
- 15. BY JOVE, THERE'S CONTENT RIGHT HERE
- 16. this is 100% pure!!!!
- 17. THE STREET VALUE. MY GOD, MAN...
- 18. 1 PUT THE CONTENT W/ THE BRAND ‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT
- 21. CATEGORY PAGES PRODUCT PAGES ABOUT US HOME FAQ
- 22. 2 GO TO THE CUSTOMER aka USE THEIR LANGUAGE
- 25. NOT AN ‘SEO TRICK’ WHAT must i do to make you believe me?
- 26. Right words Wrong words Revenue revenue
- 29. OH GOD. NO. See our red bridesmaid gowns because they’re bridesmaid gowns that are red. All bridesmaids like red gowns, don’t they?
- 30. USED ‘RUNNING SHOES’ 15 TIMES IN 45 WORDS
- 32. 3 ANSWER A QUESTION aka DON’T BABBLE
- 43. DELIVER HIGH IMPUTED VALUE aka MAKE IT CONSUMABLE
- 46. WRITE FOR THE SCROLL, NOT THE FOLD
- 49. GOOD TYPOGRAPHY (IF YOU CAN)
- 50. CHECK YOUR #$!)@(#! WORK
- 57. MEASURE IMPACT
- 58. …OF TOPICS $500,000.00 $100,000.00 Didn't write about knishes Wrote about knishes
- 59. …OF WRITERS $500,000.00 $100,000.00 By George! By Frank.
- 60. …OF LAYOUTS 500000 100000 Pretty pictures Ugly nothing
- 62. YEAH, IT PAYS aka TOLD YA
- 63. Organic Search Revenue, year over year 2013 2012 content campaign starts May Dec
- 64. Organic Search Revenue, year over year 2013 2012 bigger growth May Dec
- 65. Overall Revenue, 2011-2013 content campaign starts woo-hoo! Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13
- 66. Revenue Growth (key months) May-11 Nov-11 May-12 Nov-12
- 67. ROI? 10:1
- 68. IF YOU’RE DOING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
- 69. OK. NOW YOU CAN START CONTENT MARKETING.
- 70. portent.co/contentitis Yes, like this, no ‘m’.