cmbc14_post planner, josh parkinson

The Top Heresies ofContent Marketing

(and Why CommittingThem is Crucial)

Joshua ParkinsonCCPK, Post Planner

Today’s heresies aretomorrow’s jokes.

A belief that was once heresy to question...

is now laughable.

"Computers in the future may weigh no more than 1.5 tons."

-- Popular Mechanics, 1949

"There is no reason anyone would want a computer in

their home."

-- Ken Olson, founder of Digital Equipment Corp, 1977

Changes in fashiondemonstrate the evolutionary

natureof cultural conventions

and heresies…

at high velocity.

We believe things today…

that people in the future will laugh at.

What are those things?!

For example:

What things do we believe about marketing today

that people will laugh at in 10 years?

Try this method:

Paul Graham’s“Conformist Test”

Do you have opinions that you would be

reluctant to express in front of a group

of your peers?

Do you have opinions about Content Marketing that you would be reluctant to express in front of your

peers in this room?

You probably would have also believed:

• Earth was flat/center of universe• Sick people should be bled• Computers will always be HUGE• No one will ever want PC’s

And worst of all…

You probably believe in Content Marketing

conventions that will be laughed at

in the future.

TODAY I will take the Conformist Test:

“Are there things I believe to be true about Content Marketing

that I would not say in front of my peers?”

Launched: March 2011

27x GROWTH (in 22 months)

Blog drives 95% of sales.

“Are there things I believe to be true about Content Marketing

that I would not say in front of my peers?”

Content Marketing conventional wisdom:

Produce original, valuable, high-quality content on your blog.

Share it through social media.Rinse and repeat.

1. Produce only original content>> your own ideas & graphics, fresh & new

topics,don’t write about same topic twice

2. Produce only high-quality content

>> details, context, examples, case studies, graphs,

research-based, actionable, valuable

3. Share content once to each channel

>> post article on Facebook, Twitter, etc. shortlyafter it’s published -- then move on

#1

Unoriginal content rules!

Copying people & using their content rules!

Here’s Post Planner’s #1 blog post:

• 8,400 social shares• 320k page views this year (12% of

total)• 15% of new visitors land on this page• Dominates search results for all

variations of “Get more Facebook likes” (pos. 1-5)

• 50-100 installs of our free app every day (15-30% of total)

Here’s Boom Social’s #1 Facebook post:

• Page = 105k Fans

• Post = 766k Shares

• Reach = 27 Million

• Ad budget = $0

Here’s the original post:

#1

Unoriginal content rules!

Writing about same topic again & again works!

Here’s our #2 blog post:

• Similar keyword as #1• Same topic, different angle• Dominates search results for all

variations of “Get FREE Facebook likes” (pos. 1-5)

• Also 50-100 installs of our free app every day (15-30% of total)

#2

Low-quality content rules!

Our most popular recent blog post:

• Few details• Not much context• Not a lot of research went into it• Not a case study; no fancy

graphics• But… over 6,100 social shares

Pro Tip: Use Click-to-Tweets

Post Planner’s #1 Facebook post:

• Page = 80k Fans• Post = 532k

Shares• Reach = 19

Million• Ad budget = $0

#3

Re-posting on SM rules!NEVER stop re-sharing your

evergreen content.

Here’s our queue schedule for FB:

• 8-9 posts per day• Variety of post types• 3 evergreen re-posts

from our blog

Weekly traffic from social (since July 2013)

Takeaways (general)

• Defy conventional wisdom• Take the Conformist Test

daily• Be a heretic!

Takeaways (specific)• Re-purpose & re-use OPC• Write about same topic/keyword

again & again• Mix in “low-quality” content• Use Click-to-Tweets• NEVER stop re-posting

evergreen content to SM

THANK YOU!

Want to try Post Planner Master FREE for 2 months?

Use coupon code: CMB2014(expires tomorrow at midnight)

cmbc14_post planner, josh parkinson

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