1. 1. @wilreynolds Guinness Content Marketing 1951 style
2. 2. If someone took your content from the web Would anyone miss it? -Ann Handley
3. 3. @wilreynolds This Guinness is
4. 4. @wilreynolds Also This Guinness
5. 5. How Did That Happen?
6. 6. Started with a hunting trip
7. 7. June 22nd 2015
8. 8. How does that sell this?
9. 9. They Dont Know
10. 10. Great content wins hearts & minds
11. 11. Producing Good content requires faith
12. 12. & cash
13. 13. Paid
14. 14. MARKETERS FLOCKED TO PAID
15. 15. MUHHHHHHAAAHAHAHA
16. 16. YOU JUST GOT TRICKED!
17. 17. FACEBOOK IS A PAID PLATFORM
18. 18. Get your bank account ready
19. 19. Great content requires great Vision Talent Visibility Data Investment (Money)
20. 20. Free traffic is getting increasingly costly
21. 21. Wait?!! My old content is my highest performing content?
22. 22. Lets spend Some Money!!
23. 23. http://bit.ly/10k-test
24. 24. Go biggeror
25. 25. 1 piece of content, 11 people, 175-300 ish hours, $1,000 dollars
26. 26. Learnings: Retargeting Outreach Retargeting w. Updates (2 years) Retargeting w. Scroll depth Retargeting w. Video Views Custom audiences who have shared similar assets and got them to move
27. 27. Content Marketing is Getting Expensive
28. 28. http://bit.ly/seerlabs 100k+ 3 years
29. 29. Value, subsequent content gets easier
30. 30. Commit to doing less content, reap the later organic benefits
31. 31. Would you pay to create content like this?
32. 32. Scales,yup Helps people,eh Share with friends
33. 33. What do you think the users signals look like?
34. 34. CYCLICAL CONTENT
35. 35. What content do you build that is worth doing every year?
36. 36. Campaigns vs DNA
37. 37. NOT A CAMPAIGN
38. 38. NOT A CAMPAIGNIN THEIR DNA
39. 39. DEFSENSIBLE
40. 40. DEFSENSIBLE
41. 41. DEFSENSIBLE
42. 42. DEFSENSIBLE
43. 43. DEFSENSIBLE
44. 44. IS IT IN YOUR DNA TO
45. 45. GO THE EXTRA MILE?
46. 46. Youll pay to promote great content
47. 47. PPC DOESNT WORK
48. 48. Saving wasted spend in PPC is how we can Get budget to do awesome content and pay for traffic to it.
49. 49. BIT.LY/GDNBADSITES
50. 50. Take care of the user
51. 51. Take care of the user
52. 52. Take care of the user
53. 53. Take care of the user
54. 54. LOYALTY > LINKS
55. 55. @wilreynolds ROI of a loyal ARMY? http://www.flickr.com/photos/bayat/
56. 56. @wilreynolds 20% of our budget is NOT tied to ROI
57. 57. @wilreynolds The Serendipity Multiplier
58. 58. @wilreynolds Whats the ROI of your mom??
59. 59. @wilreynolds ROI of felt special
60. 60. @wilreynolds ROI of felt special
61. 61. @wilreynolds Whats the ROI of your mom??
62. 62. @wilreynolds ROI of felt special
63. 63. @wilreynolds
64. 64. @wilreynolds ROI of felt special
65. 65. Every time you need to build content you have a choice
66. 66. You can get with this Or you can get with That
67. 67. Tail of two pieces of content
68. 68. Which business has the most faith in marketing?
69. 69. Every Query is an OPPORTUNITY
70. 70. Strengthen Your Brand
71. 71. Show up for the photo op This!!!!!!!!
72. 72. Getting turtles to the beach That
73. 73. Replace Brother with Readers
74. 74. Or Piss people off Your Content
75. 75. Long term effect?
76. 76. Long term effect?
77. 77. Long term effect?
78. 78. @wilreynolds YOU Want TRUTH!
79. 79. @wilreynolds Brand Signals are Search Signals
80. 80. @wilreynolds Brands spend money on content
81. 81. @wilreynolds What about this?
82. 82. Grow your branded content!!
83. 83. Wish the world was like this (it is)
84. 84. Afraid the world is like this (it is NOT)
85. 85. Missed Opportunity, retargeting for 2015
86. 86. Not paying for views/conversions Paying for an army
87. 87. @wilreynolds
88. 88. @wilreynolds Pride Self Esteem
89. 89. @wilreynolds
90. 90. @wilreynolds Think Different
91. 91. Produce content worth re-using re-membering, re-searching, & re-discovering
92. 92. 1 Question: If your content was removed from the web, would anyone miss it?
93. 93. Isnt it time we change that