the demise of content marketing has been greatly exaggerated by ronell smith
TRANSCRIPT
THE DEMISE OF CONTENT MARKETING HAS BEEN
GREATLY EXAGGERATED
Ronell Smith
[email protected] | @ronellsmith
The Negotiator
Heat
Hannibal Lecter
Hannibal Lecter
Engagement is a POOR CHOICE for a goal.
How can this be?
WCG
The struggle is real
Forrester
96% of B2B marketers flopping!
Engagement should be a goal; it shouldn’t
be the goal.
Using engagement as a core metric is an excuse for being unwilling to iden5fy why your site exists. – Avinash Kaushik, Google
Spy on content popularity and type
Peruse Google for additional
details
Find links to popular content
Brand trust is ESSENTIAL
Taking trust to the extreme
Positive ubiquity
I’m here for you.
Don’t make this creepy.
Steve Jobs humanized the iPhone
launch
Allstate makes buying
insurance interesting
Blendtec’s CEO excited us about a
boring product
Opportunities beyond the top 10
YouMoz
Brand bias can work for your brand
Making it work for your brand…macinhery image
Make Trust Work For Your Brand
Weekly videos
Podcasts with influencers
Use staff expertise on social media
Whatchu talkin’ ‘bout, Ronell?
Where the journey typically begins
Yawn…
P.O.U.N.D
POUND
Network diffusion at work
Old Way: BUILD links to CONTENT
Comdata SVS
Link
Link
Link Link
Link Link
Link
Link
Website Content
Link
New way: SHARE content to RELEVANT social streams
Links
Content
Website Content
Links
Links
Links
Content
Content Content
Content Loyalty: The Prize We Should All Be Fighting For
The shortest path to a sustainable content strategy is to create content loyalty. —MaWhew J. Brown, Moz
Your time is limited
A social hit buys you a little more time
Your opportunity
Parse.ly
Vulture’s magic
number: 5X
Chartbeat
Content attributes
that lead to loyalty
Hubspot
The bad news is the good news: It’s a
12-17 month process
The majority of brands will con5nue to crash and burn because they lack the consistency or the pa5ence to build a loyal audience. —Joe Pulizzi, Content Marke5ng Ins5tute
Content Marketing Institute
Begin with a CONTENT AUDIT
You CAIN’T be serious!
An in-depth process
Mike King Content Audit Template
Calculating content ROI
Content ROI Calculator
BuzzSumo
BuzzSumo
A simplified but valuable approach
Moz Content
Moz Content detailed info
Moz Content topics data
Moz Content’s Content Search
There is no such thing as can’t!
Tools
• Open Site Explorer
• BuzzSumo
• Moz Content
