content marketing master class - ronell smith, moz
TRANSCRIPT
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The Negotiator
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Heat
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Hannibal Lecter
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Hannibal Lecter
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Engagement is a POOR CHOICE for a goal.
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How can this be?
WCG
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The struggle is real
Forrester
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96% of B2B marketers flopping!
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Engagement should be a goal; it shouldn’t
be the goal.
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Using engagement as a core metric is an excuse for being unwilling to iden5fy why your site exists. – Avinash Kaushik, Google
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Spy on content popularity and type
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Peruse Google for additional
details
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Find links to popular content
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#1 — How To Create Engaging Content
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Right Content
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Right Content
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Right Content
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Right Content
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Right Content
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Right Content
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QUESTIONS?
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Brand Trust Is An Essential Element
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Taking trust to the extreme
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Positive ubiquity
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I’m here for you.
Don’t make this creepy.
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Steve Jobs humanized the iPhone
launch
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Allstate makes buying
insurance interesting
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Blendtec’s CEO excited us about a
boring product
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300M views on YouTube
Crazy, right?
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Opportunities beyond the top 10
YouMoz
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Brand bias can work for your brand
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#2 — How To Make Brand Trust Work For You
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Brand Trust
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Brand Trust
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Brand Trust
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QUESTIONS?
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Whatchu talkin’ ‘bout, Ronell?
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Where the journey typically begins
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There’s A Better Way
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Yawn…
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P.O.U.N.D
POUND
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Network diffusion at work
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Old Way: BUILD links to CONTENT
Comdata SVS
Link
Link
Link Link
Link Link
Link
Link
Website Content
Link
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New way: SHARE content to RELEVANT social streams
Links
Content
Website Content
Links
Links
Links
Content
Content Content
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Content Loyalty: The Prize We Should All Be Fighting For
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The shortest path to a sustainable content strategy is to create content loyalty. —MaXhew J. Brown, Moz
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Your time is limited
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A social hit buys you a little more time
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Your opportunity
Parse.ly
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Vulture’s magic
number: 5X
Chartbeat
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Content attributes
that lead to loyalty
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Hubspot
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The bad news is the good news: It’s a
12-17 month process
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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
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Begin with a CONTENT AUDIT
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You CAIN’T be serious!
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An in-depth process
Mike King Content Audit Template
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Calculating content ROI
Content ROI Calculator
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BuzzSumo
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BuzzSumo
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A simplified but valuable approach
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Moz Content
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Moz Content detailed info
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Moz Content topics data
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Moz Content’s Content Search
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Moz Content’s Content Search
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# 3 — Making Content Loyalty Work For Your Brand
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Content Loyalty
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Content Loyalty
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Content Loyalty
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Content Loyalty
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QUESTIONS?
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There is no such thing as can’t!
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Tools• Open Site Explorer
• BuzzSumo
• Moz Content • Keyword Explorer