the long play of content strategy - seattle interactive 2015
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The Long Play of Content Strategy
Flickr: Jose Casimiro
Matthew Brown – Moz - @MatthewJBrown - SIC 2015
Download this:bit.ly/LongPlayContent
My backgroundSEO since 2003
Director of Search at New York Times 2005-2010
Products @ Moz
TFW you have to index BUZZFUDGE
The Platforms
Content “advice”https://www.youtube.com/watch?v=y8s6Y4mx9Vw
RankBrain: Moar AIhttp://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/
Buffer details its traffic losshttps://blog.bufferapp.com/lost-traffic
Only 3% of News Feed is adshttp://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-is-promoted
Reach. It can go away.http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
Quick note: Read John Herrman
The Content Wars: http://www.theawl.com/author/john-herrman
Next up for FB = Notify:http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
Next up for FB = Search:http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html
The Storm
Flickr: MattysFlicks
Source: Content Marketing Institute
Is there one weird trick?
Credit Due: Cyrus and the Moz Audience
Team
Ranking Factors
Whiteboard Friday
Less effective: Daily blog posts
Less effective: Beginner’s Guides
The challenge: ‘Things other than SEO’
But we’re in good hands?
Community is more than just tactics
They’re your channel experts
Content Goals
This is not a Content Goal
Neither is This
Loyalty
Source: Poynter
5X was Vulture’s
magic number
Source: Chartbeat
Content attribute
s that create loyalty
Content types that
create loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
Reality Check:It can take 12-17
months
Source: Content Marketing Institute
Across Moz Customers: Content Creation Drops After Month
One.
Don’t play the short
game!
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