why making cool sh!t isn't content marketing - adria saracino

Making Cool Sh!tIsn’t Content Marketing

AUGUST 8, 2013: SAN DIEGO SEO MEETUP

ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO

What many SEOs think content marketing is…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

And this is aproblem because…

MISSING HUGE OPPORTUNITIES TO…

1. Create flywheel

2. Improve brand + credibility

3. Earn consumer trust

4. Bring consumers into funnel

5. Increase long-term organic traffic

6. Diversify marketing plan

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

What contentmarketing actually is…

“

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

A technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action.”- Joe Pulizzi, Content Marketing Institute

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.”- Michael Brenner, Sr. Director Marketing & Content Strategy at SAP

“

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Get to know yourself…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

DISCOVERY

TRIGGER

SEARCH

CONSIDERATION

PURCHASE

STAY

YOUR BRAND

Get to know your brand…

ASK YOURSELF…

1. How are we currently performing?

2. What’s our USP?

3. What are our competitors doing?

4. What do we want to say?

5. What goals do we have?

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Get to know your audience…

LEARN ABOUT YOUR CUSTOMERS…

1. What’s their typical purchasing journey?

2. What’s their needs and frustrations?

3. How do they prefer to shop?

4. How much money do they have?

5. What type of search queries do they use?

6. How do they currently behave on your site?

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Fix-It Frank, Technical Supervisor

Identifiers

SNAPSHOT

39-year-old maleIncome = $90,000

Married, no children

Been at company 20 yearsCompany size = 250+

Fleet size = 500+

Opinionated, non-confrontational but will voice how he feels.

Pulled in multiple directions at work, gets overwhelmed easily.

Has a fix-it mentality; likes to know how everything works. Is knowledge hungry.

Savvy researcher & internet user.

Sources of Influence

Price vs.

Need

Past ExperienceReviews

Challenges His job is overwhelming –“It’s hard to

keep up.”

It’s difficult to affect change internally; his company is too slow-moving.

Corporate office makes decisions that impact his team’s job performance.

This ain’t real…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

BRAND MESSAGE:

• Not your dad’s system

• More than an expense

• Simple & easy

RESULTS:

• 5% lower bounce rate

• 15% more organic traffic

• 10x more likely to purchase

• 40 partner links, no outreach

• Improve rankings to 1st page

audience + brand =epic sh!t content marketing

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Audience Brand Strategize Create

Need Links

Epic Sh!tPitch

THANK YOU!ADRIA.SARACINO@DISTILLED.NET

ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO