Why Content Marketing Fails
- 11. We Imagine Content Marketing Works
Like This…
Let’s go see
what’s on the
Internet today,
shall we?
- 13. That was an interesting. I should sign
up for this free ebook download while
I’m here!
- 14. And I’ll just fill out their contact form
with my information….
- 15. Oh! Better not forget to follow all their
social profiles while I’m at it.
- 16. You might laugh, but a lot of companies invest in
content marketing on the assumption that this is how
it works!
Me make
content.
Humans click.
Them buy. Me
get money.
- 17. In Reality, It Works Like This:
Let’s see
what’s on
Hacker
News… Meh.
- 21. After seeing 400+ links I
could have clicked, I
finally chose this one. It’s
a good article, and this
example, naturally,
resonated
- 22. I wonder
why I like
this blog
so much?
About a week later, I
caught a link to
Beardbrand’s blog.
- 23. No magic trick to
grow a thicker
beard?! Dammit!
I’d followed them on
Google+, so I watched
this video they
shared, too.
- 24. When my lovely wife told me that I might need to look
into some mustache wax, I thought of Beardbrand. But I
couldn’t remember their name!
Lovely Wife
Imminent need for
mustache wax
Who were those
guys that made
the cool beard
stuff?
- 28. This is How Content Marketing Really Works:
Caveman Rand
explain.
- 29. This is How Content Marketing Really Works:
Me Make
Content.
Humans click.
If them like, them
remember.
Maybe them see
more content I
make. Visit
again.
Me build trust,
relationship
with humans.
When them
need me
product, them
come back.
- 32. Maybe sale come. Maybe not.
Smart cave marketer no care.
Smart cave marketer know
every visit chance to build
relationship. Maybe earn fan.
That good enough.
- 35. Does Content Spread Simply Because
It’s Really, Really Good?
If this content’s really good,
it’ll just spread “virally,” right
guys?
- 45. Only the Best 0.1% of Content Can Go “Viral”
without a Pre-existing Community
- 47. Before you create content,
ask the question: “Who will
support & amplify this
content and why?”
- 56. STEP 1: Find Successful Content in Your Niche
http://buzzsumo.com
- 58. STEP 2(b): Go Beyond Social Networks
Google Search and https://freshwebexplorer.moz.com/
- 60. STEP 2(c): Find Who’s Doing the Sharing
http://www.blindfiveyearold.com/ripples-bookmarklet
- 61. STEP 3: Copy What’s Working For Them
Via http://followerwonk.com
- 62. STEP 4: Build Relationships with Those
Who Can Help
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
- 64. Think of Each Channel Like a Muscle to Be
Flexed & Strengthened Regularly
- 65. Don’t Forget to Leverage What is Still the Most
Powerful Sharing Channel (according to NYT):
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
- 67. Google Search Has Grown Massively
~6 Billion Searches/Day!
http://www.statisticbrain.com/google-searches/
- 68. While Search Traffic is Distributed,
Social is Highly Concentrated
http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
- 69. You Might Have Seen Re/Code & Buzzfeed Claiming
Google Search Traffic Was Dead
http://recode.net/2014/02/02/the-year-facebook-blew-past-google/
- 70. Here’s Define Media Group refuting that with data
from 87 publishers & 48 billion pageviews
http://www.definemg.com/hey-buzzfeed-search-traffic-is-doing-just-fine/
- 71. SEO is Also Critical Because of Intent
“Do things” mode
“Browse” mode
- 72. When Done Right, Content Marketing is the
Rising Tide that Lifts the SEO Ships
Without content marketing, it’s incredibly hard to earn
the types of links that will confer domain authority &
rankings in search engines.
- 73. When Done Right, Content Marketing is the
Rising Tide that Lifts the SEO Ships
But as content on a site earns links, it helps every other
page on that domain rank better in the search engines,
lifting the tide!
- 74. At the Very Least, Do Your Keyword Research
Be aware that AdWords may not show you all the relevant keywords:
http://moz.com/blog/be-careful-using-adwords-for-keyword-research
- 75. Better Yet – Gain a Deep Understanding of How
SEO & Content Work Together
4 Posts I’d Recommend:
• The Convergence of SEO & Content Marketing
• Link Building vs. Content Marketing
• How to Build a Content Marketing Strategy
• Build & Operate a Content Marketing Machine
- 78. In Reality, It Looks More Like This:
Geraldine’s Travel Blog: http://everywhereist.com
- 80. For 2 years, she never broke 100 visits/day.
In Reality, It Looks More Like This:
- 81. Then she had a few posts get some attention
In Reality, It Looks More Like This:
- 83. This is where most people give up.
In Reality, It Looks More Like This:
- 84. These days, she gets 100,000+ visits each month
In Reality, It Looks More Like This:
- 85. The Price of Success
is Failure after Failure
after Failure
* Hopefully, each of those failures provides an opportunity to learn.
*
- 86. Why Content Marketing Fails
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com
bit.ly/mozcontentfail