market the content you have
Post on 15-Sep-2014
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DESCRIPTION
Everyone talks about 'content marketing.' Before you spend time on that, why not try marketing with the content you already have? Make your EXISTING content really good. Make your EXISTING content a great marketing tool. THEN go on and invest in a fancy campaign. This is from my ad:Tech presentation.TRANSCRIPT
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DON’T START CONTENT MARKETING (YET)
IAN LURIE, CEO & FOUNDER PORTENT, INC @PORTENTINT PORTENT.COM
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portent.co/contentitis
Yes, like this, no ‘m’.
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How this will go: A rant
3 steps A few rants mixed in
All done
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i r the googles. hear me roarz.
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IAN WTF!
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BRAND CONTENT
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BRAND CONTENT
yeah, because i've never seen this
before.
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nooooooooo
sorry, dude. you've got content.
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IF CONTENT IS SO TERRIBLE, YOU’RE KINDA SCREWED.
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YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR PRODUCT
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YOU ALREADY HAVE CONTENT IT’S ALL OVER YOUR SITE
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IF YOU’RE USING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
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BY JOVE, THERE'S CONTENT RIGHT
HERE
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this is 100% pure!!!!
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THE STREET VALUE. MY GOD, MAN...
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PUT THE CONTENT W/ THE BRAND ‘CAUSE PEOPLE REMEMBER WHERE, NOT WHAT
1
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CATEGORY PAGES PRODUCT PAGES ABOUT US HOME FAQ
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GO TO THE CUSTOMER aka USE THEIR LANGUAGE
2
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WHAT must i do to make you believe me?
NOT AN ‘SEO TRICK’
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revenu
e
Revenue
Right words
Wrong words
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See our red bridesmaid gowns because they’re bridesmaid gowns that are red. All bridesmaids like red gowns, don’t they?
OH GOD. NO.
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USED ‘RUNNING SHOES’ 15 TIMES IN 45 WORDS
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ANSWER A QUESTION aka DON’T BABBLE
3
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LINK IDEAS NOT KEYWORDS
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DELIVER HIGH IMPUTED VALUE aka MAKE IT CONSUMABLE
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4-6 LINES/PARAGRAPH 10-15 WORDS/LINE
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WRITE FOR THE SCROLL, NOT THE FOLD
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GOOD TYPOGRAPHY (IF YOU CAN)
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CHECK YOUR #$!)@(#! WORK
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MEASURE EVERYTHING
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MEASURE READABILITY
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MEASURE IMPACT
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…OF TOPICS
$100,000.00
$500,000.00
Didn't write about knishes Wrote about knishes
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…OF WRITERS
$100,000.00
$500,000.00
By George! By Frank.
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…OF LAYOUTS
100000
500000
Pretty pictures Ugly nothing
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MEASURE THROUGHPUT
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YEAH, IT PAYS aka TOLD YA
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May Dec
Organic Search Revenue, year over year 2013 2012
content campaign starts
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May Dec
Organic Search Revenue, year over year 2013 2012
bigger growth
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Mar-11 Jun-11 Sep-11 Dec-11 Mar-12 Jun-12 Sep-12 Dec-12 Mar-13
Overall Revenue, 2011-2013
content campaign starts woo-hoo!
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May-11 Nov-11 May-12 Nov-12
Revenue Growth (key months)
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ROI? 10:1
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IF YOU’RE DOING CONTENT MARKETING, WHY NOT START WITH THE MARKETING CONTENT?
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OK. NOW YOU CAN START CONTENT MARKETING.
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portent.co/contentitis
Yes, like this, no ‘m’.