why content strategies are crucial for everything
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My SMX Melbourne bootcamp presentation - what are content strategies crucial for everything?TRANSCRIPT
WHY CONTENT STRATEGIES
ARE CRUCIAL FOR SMM
EVERYTHING Richard Baxter, Founder, SEOgadget
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OUR STORY STARTED HERE
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OUR FIRST 5 MONTHS
SOCIAL!
It took a long time for Google to catch up – that spike was Digg and Stumbleupon. Most of
our seeding took place via Sphinn.com (circa 2008, of course)
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CONTENT MADE THIS POSSIBLE:
BUT THESE PEOPLE TO PUT US ON THE RADAR:
Our content struck a chord with Rand, Dave, Gab, Tamar, Wil, Tom, Will, Rob and
Joost who all shared my stuff with their audience.
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Do you think that happened by
accident?
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HELL NO!
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Maybe I wasn’t selling to them…
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BUT: I am selling to their audience
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FLOW: VISITS FROM SOCIAL THAT CONVERT
A week’s worth of social traffic that ends in a conversion on our site
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So, here are my tips…
Be useful!
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Embedded how to video AND: QA section below
http://www.espares.co.uk/
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Have a Content Strategy
that
Reinforces Your Brand Message
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Some of the work we do
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Marketing 101:
Identify a need, and solve that
Problem.
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Wordpress for small business via @simplybusiness -
http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/
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Optimise EVERYTHING.
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SEOgadget.com
Associations RICHARD
People ALLY
Guest Posts
Partners FABIAN
Our Tools RICHARD + DAN
Our Mini Conferences JESS + JON
Our Guides OLIA
Guides
#RCS RICHARD
About Us JON
Blog ALL
Custom 404 OLIM
Webinars JON + OlI
Cheat Sheets DAN
Careers Page JEANNA
Video Tips STEPHEN
Social Commenter
DAN
Things HANNAH + JESS
Email Jess
Infographics
Things
G+ Stephen
Internal marketing: Optimise everything to achieve our own marketing goals.
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Aim to build great pages
(people don’t share “ordinary”)
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VS.
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This product page is amazing! http://www.goapr.com/products/stage3_b7_rs4.html
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Listen to people
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Help People
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These are my buddies Wil and Rand. They’re both CEO’s and they both do a good job helping people.
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MANUFACTURE SERENDIPITY
Help someone, that someone introduces you to something, which
becomes huge! This applies to content marketing.
VIA: http://moz.com/rand/manufacturing-serendipity/
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People are looking for EVERYTHING!
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Get creative (or use tools)
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Discover conversation with our CSGT, Spezify and Bottlenose (via:
http://www.seomoz.org/ugc/the-ultimate-guide-to-content-planning thanks @simonpenson
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Make Your Content Ever Green
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133 Links
326 domains
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Find Influential People, work out
what they love, and
target them
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Ask people to participate
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Ask real people with reach to write
for you
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So many links, social
And traffic!
Kristi = amazing
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Make relationships with people who are influential in your space: seogadget.co.uk/googlewonk
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It’s no lottery. Work out a process
and stick to it
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Identify and Segment Audience Interests
Define Content Groups
Choose Appropriate Social Channels
Create Launch and Promote Content
Identify your target audience, where they are and what content they’ll
engage with.
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Don’t just sell your products -
sell ideas that *might* involve
using your products
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Fiskars have “projects” for their visitors to make things with their products…
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Reader Sheds have a “Shed of the Week Award”
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Don’t have to spend
a fortune to succeed
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Bed Jump by Hotels by City – 278 root domain links and counting and a great community seed
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http://wish.co.uk/zombie-shopping-mall/ Wish.co.uk’s Zombie Shopping Experience
attracted 100’s links and 66,000 Facebook likes
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Good marketers know when
their ideas….
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“Click for more details”,
*anyone?
*shivers
Richard Baxter, Founder, SEOgadget
Twitter: @richardbaxter
Blog: seogadget.co.uk
Email: [email protected]
THANK YOU