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Rand Fishkin, Wizard of Moz | @randfish | [email protected]
Why Content Marketing Fails
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.
After seeing 400+ links I could have clicked, I
finally chose this one. It’s a good article, and this
example, naturally, resonated
I wonder why I like this blog
so much?
About a week later, I caught a link to
Beardbrand’s blog.
No magic trick to grow a thicker
beard?! Dammit!
I’d followed them on Google+, so I watched
this video they shared, too.
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?
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.
Content marketing not about convert 1st visit. Or 2nd. Or 3rd. Only foolish
humans think it work like this.
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.
Does Content Spread Simply Because It’s Really, Really Good?
If this content’s really good, it’ll just spread “virally,” right
guys?
STEP 2(b): Go Beyond Social Networks
Google Search and https://freshwebexplorer.moz.com/
STEP 2(c): Find Who’s Doing the Sharing
http://www.blindfiveyearold.com/ripples-bookmarklet
STEP 4: Build Relationships with Those Who Can Help
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
Don’t Treat Amplification as “Fire & Forget.” Experiment, Learn, & Apply.
Via http://bit.ly
Don’t Forget to Leverage What is Still the Most Powerful Sharing Channel (according to NYT):
http://www.slideshare.net/RickTRamos1/why-do-peopleshareonline
Google Search Has Grown Massively
~6 Billion Searches/Day!
http://www.statisticbrain.com/google-searches/
While Search Traffic is Distributed, Social is Highly Concentrated
http://www.simplereach.com/blog/facebook-continues-to-be-the-biggest-driver-of-social-traffic/
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/
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/
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.
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!
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
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
In Reality, It Looks More Like This:
Geraldine’s Travel Blog: http://everywhereist.com
The Price of Success is Failure after Failure after Failure
* Hopefully, each of those failures provides an opportunity to learn.
*
Why Content Marketing Fails
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
bit.ly/mozcontentfail