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Head-to-Head: How to Build a Content Marketing Strategy38:19 with Rand Fishkin
An in-depth look at the structure of great content marketing campaigns including how to set up your site, content, and team for success.
[Mozcon 2012 Seattle] [The Strategic Side of Content Marketing] [bit.ly/mozcontentstrategy] [Rand Fishkin] 0:00 Ladies and gentlemen, there are only a few of you in the room, so I'm going to try and urge 0:02 those folks who are in the back, if you can hear me, 0:04 hey, come on in. 0:07 Also, I assume I'm on video in the other rooms. 0:09 I would urge you, I know that you have important work to do, Mozers. 0:12 I know that you guys are busy, 0:16 but it's a great time to come in and fill up the room. 0:18 We've got lots of empty seats, because lots of folks have to leave early 0:22 for flights and that kind of stuff, so there is lots of seating. 0:24 If you're in one of the back rooms, you should come on in. 0:26 You don't need to be on Wi-Fi anyway. 0:29 I'll give you a URL for all the slides. 0:32 Tom will do likewise. 0:34 You won't need it, so come on in. 0:37 I'm sorry, say again? 0:40 [male speaker] And Randy.>>Right, yeah. 0:44 A couple of things about that. 0:46 The head-to-head format is one of the most exciting things that we do at Mozcon, 0:48 and the Distilled folks have also adopted it 0:52 at their SearchLove and LinkLove conferences, which we love. 0:54 It's very important that you be extremely honest in your voting. 0:58 What we'll do is I'm going to present to you for 30 minutes 1:02 starting in a couple minutes when everyone is in here. 1:05 Tom is going to present for 30 minutes as well, 1:07 and afterwards we're going to ask you for a show of hands 1:10 as to who gave the better presentation, 1:12 and what I need you to do 1:14 is judge the presenters on their merits. 1:16 If you work at Distilled and you like Tom a lot 1:20 and he's been wonderful to you, that's great. 1:23 You need to put aside those biases 1:26 and judge him on his merits, and the same story is true with me. 1:28 If you think, "Wow, Rand is great" and all this other stuff, no. 1:31 Nothing matters until the timer starts and this presentation begins. 1:33 That's the only thing that you should be voting on. 1:36 We want to make sure that it's a very fair fight. 1:39 The format for the fight, or the judging criteria for the fight, 1:44 are 3 things. 1:47 The value that Tom and I provide to you personally 1:49 and to your organization, 1:52 the value that you believe we've provided to the rest of the audience, 1:54 and the quality of the presentation 1:58 in terms of its delivery and its substance overall. 2:00 Those 3 things are the criteria. 2:04 And then I want to say just 1 word about Tom while folks are coming into the room. 2:06 As many of you know, 2:10 Tom Critchlow has been with Distilled for many years now— 2:12 I think more than 5 years—and has helped the company grow tremendously. 2:16 Distilled is certainly a force to be reckoned with 2:21 in the English language market and around the world 2:25 for SEO consulting, and my hat is off to all of them. 2:27 And Tom has recently decided that he's leaving Distilled. 2:31 He's moving on to Google. I think he might mention it in his talk. 2:36 He was recruited very heavily. 2:39 I know the decision was tough for him, and they had to persuade him 2:41 with all sorts of things and I want to say that— 2:44 Tom, where are you, Tom? 2:49 Hey, buddy. 2:51 Tom, you've been my friend and my colleague for a long time, 2:53 and it means a tremendous amount to me how much you've supported us 2:58 in our marketing, coming and working at SEOmoz for those 3-4 months, 3:01 helping in every way possible, and I know you well. 3:05 I know your skills. I know you personally. 3:10 And I want to say that I think so highly of you, 3:12 I don't believe Google has done enough to deserve you. 3:17 Whatever they've done, it's not enough. 3:20 [applause] It's not enough to deserve you. 3:22 That said, there is 1 industry that does deserve you. 3:27 This one, and I hope, I hope that in the years to come 3:31 you return to us. 3:35 I hope so, and I'm sure Tom is going to give an amazing presentation. 3:37 I'm going to start by saying that my presentation— 3:41 if we can kick off the timer—you can download it here 3:43 at bit.ly/mozcontentstrategy 3:46 thanks to some last-minute work from Ruth. 3:48 Thank you very much, Moz Content Strategy. 3:50 I'm going to go fast, 3:53 so don't try to take notes. 3:55 But all of this is available online at Slideshare publicly. 3:57 You can share it. Enjoy. 4:01 I see an unfortunate, common story. 4:03 In fact, I'm going to tell you 2 stories, but I want to start with this one. 4:05 The story begins with Homer reading about marketing. 4:07 He says, "Oh, I need to acquire customers. 4:11 "I must do marketing. 4:15 Marketing is how I acquire customers." 4:17 All right, let's try some search engines. 4:19 I love search engines. People go to those. 4:21 Ooo, search engines. 4:23 Ah, keywords are costing a fortune. 4:26 My God! All right, screw that. 4:29 SEO. We'll get it for free. 4:31 Oh, free. 4:33 Time to get some links. 4:38 You've got to get links if you want to rank. 4:41 Just be cool, cool people. We've got to keep it white hat. 4:43 We'll start with some article marketing 4:47 and then some guest blogging, and we'll do a little do-follow comments, 4:49 some link outreach requests. 4:52 We're only going to submit to the high quality directories, 4:54 and then we'll sponsor some events and charities, 4:57 send some press release blasts, 5:00 get our partners to link over to us, 5:02 do some advertising that leads to links. 5:05 Whoo, man, this link building thing is really hard. 5:08 Hmm, you know who has it easy? Bloggers. 5:13 Bloggers get links pouring in for nothing. 5:19 It's so easy. 5:22 All right, I've got it. I've got it. 5:24 Content strategy blog, I'm on it. 5:26 Let's start a blog. 5:28 We'll do some clever graphics 5:30 and display stuff, and then we'll launch some linkbait. 5:33 We'll get Senor Spielbergo. 5:35 You can't go wrong. 5:37 I thought this was going to be easier, because all that effort 5:40 only produced a few links here, a few links there. 5:42 The blog posts aren't getting us anywhere. 5:46 Screw this. 5:48 I'm outsourcing. 5:51 Can't someone else do it? 5:53 Someone else can do it. 5:55 We give it some time, and then the rankings are sitting there, 5:59 and some trouble on the horizon. 6:03 This happens a lot. 6:07 I mentioned some tactics in here, 6:11 and I'll mention some in the next story, that aren't terrible, 6:13 that I wouldn't necessarily encourage you not to ever do. 6:17 But because it's tactical, it's going to fail. 6:21 Let me show you another story, 6:23 because this is not a content marketing strategy. 6:26 Not a content marketing strategy. 6:28 This one is also very common. 6:31 You know, content—I'm a Matt Groening fan, as you can tell— 6:33 content is a great way to get traffic. 6:38 Man, we're raking in the traffic. 6:40 We make these graphics. We make blog posts. 6:43 We make long-form articles, some free calculators and tools, 6:45 how-to videos, and they bring in lots of visits 6:48 from search, from social, from all these other places. 6:51 It's kind of bad ass. It's great. 6:53 Social media, they get shared all over the Web. 6:56 But the problem is the conversion rate sucks. 6:59 All this content isn't telling 7:03 the narrative story that's going to get us to conversion. 7:06 In fact, it's not converting our visitors into buyers. 7:08 Not in the short term, not in the long term. 7:12 It's just not making it. 7:14 We've got to work on improving our conversion rate optimization. 7:16 Get that to funnel better. 7:19 Let's make the calls to action more available. 7:21 We'll throw them up all over the site. 7:24 We'll get people dragged into the site. 7:26 We'll enforce email collection, so if you want to access the coolest content, 7:28 you've got to give us your email address. 7:30 That way we can market to you later with the Hypnotoad. 7:32 It's not great for user experience. 7:34 It really isn't, but it hurts the viral sharing. 7:36 They're not getting shared as much, but we have to have 7:40 this content carry its weight. 7:42 I'm tired of this content freeloading. 7:45 It's like the inbound team is just—what are they doing, man? 7:47 They're not pulling in their conversions the way they're supposed to. 7:51 And what happens? 7:54 Content, it keeps cruising along a little bit. 7:56 It doesn't do quite as well. Engagement and sharing on it drop a little. 7:59 The conversion rate goes up, but only a tiny amount, 8:02 and total conversions are falling somehow. 8:05 You see this many organizations who invest in content marketing 8:08 and then decide to reject it. 8:12 Decide that it wasn't a good strategy. 8:14 Big brands in particular do this, 8:16 because this is not a strategy. 8:18 Not a strategy. 8:23 A strategy does not mean getting together in a room 8:25 and coming up with a list of content you think is going to go viral. 8:28 That's not strategy. 8:32 It's not a list of tactics that you think are going to earn you links. 8:34 It's not. That's not strategy. 8:39 Nor is it a list of influencers and publishers 8:41 where you want to be mentioned, places where I want to get to on the Web. 8:43 I'm trying to reach these spots. 8:46 What is a content marketing strategy? 8:49 It's tough. It's tougher. 8:53 It's more subtle than we think. 8:55 I'm going to go to my classic strategic slide. 8:58 Many of you have seen it. 9:01 Build a product, create hopefully something amazing, 9:04 acquire customers, profit. 9:09 Classic. 9:14 The rub is that content marketing 9:16 is a particular way of solving the customer acquisition problem. 9:18 And the strategy is the plan 9:23 that's going to deliver those results. 9:26 That means backing way, way up 9:29 from a blog or links 9:31 or we're going to do content marketing 9:34 and asking yourself, "Is content marketing really the way for us 9:36 to do this?" and there are people for whom it's not true. 9:42 There might be people in this room 9:44 who are like, "Oh, my God, I loved Will Reynolds' talk. 9:46 "I love Mike Kings' talk. 9:49 "I love these talks on content marketing, and I'm so inspired, 9:51 and I want to go back and do content marketing." 9:53 And it might be the wrong decision. 9:57 It might be. 9:59 There might be better ways to reach your audience. 10:01 We'll give you a roadmap for determining 10:06 this strategy and figuring out if it is the right thing. 10:08 You only have to answer a few questions. 10:11 Just a few. 10:15 What are the ultimate goals? What are we trying to accomplish? 10:17 Some marketing is designed to accomplish 10:19 certain types of goals like customer acquisition. 10:21 I'm going to speak to you a little bit later 10:24 about some of our content marketing efforts, 10:26 and they are not designed to acquire customers. 10:28 In fact, we have massive content marketing efforts 10:31 right now that are designed for something completely different: 10:33 to hire, to recruit, 10:37 primarily in the software engineering field. 10:39 That can be a place where you go for a content marketing strategy. 10:43 You have to ask yourself, "Why am I even investing in marketing? 10:46 "What does marketing at this company do? 10:50 Why does it exist?" 10:54 Acquiring customers is only one of the things that it might be. 10:58 But usually it's one of these 4 things. 11:01 It's traffic. It's awareness. 11:06 Traffic is very, very common when you have an advertising-based business model, 11:08 even some leads-based business models. 11:11 Conversions, very, very common when you have an actual product to sell 11:13 or something that you're trying to get or an email address you're trying to capture. 11:17 Retention can be a part of what you're trying to accomplish. 11:19 You heard Joanna Lord up here earlier talking about how we have 11:23 an entire retention strategy and a big retention team across the company at Moz. 11:25 Then ask, "What do I have to do to reach that goal? 11:32 Who do I need to reach?" 11:37 Start with who, and where are they? 11:39 Who do I need to reach? 11:44 Remember, totally different audience if I'm trying to reach 11:46 press in order to give us—we've tried this as well. 11:49 Reach the press in order to boost our company profiles 11:52 so that we'll have an easier time fundraising. 11:56 That's actually a strategic reason to use content marketing. 11:59 And where is that group? 12:03 They might be on many of these social networks. 12:05 They might be searchers. 12:07 They might be classic old media users. 12:09 You have to reach them where they are. 12:13 They might be drivers. 12:15 I'm not kidding you, I have seen billboards 12:17 that have a higher conversion rate 12:20 than searches. 12:22 Billboards in certain cities, and they know how many cars are driving past, 12:25 and they know what their rate of people going to the URL on the billboard is, 12:28 and it's better. 12:31 Now, granted, these are amazing billboards in just the right areas 12:33 and all that kind of stuff, but who, who or what, 12:35 is influencing this target group? 12:41 And what is the experience, 12:44 the end-to-end brand experience, the experience I have to provide 12:47 on the site and the message that I'm putting out 12:50 across whatever channel I'm putting it out across, 12:53 the experience that I provide in my product that's going to earn me 12:56 familiarity, likability, trust? 12:59 These are the 3 things that get people to take the actions 13:06 we want them to take and to keep them coming back. 13:08 That's what we're trying to do with a content marketing strategy. 13:12 And then secondarily, on top of that, 13:15 almost like a sidebar, a very, very secondary sidebar, 13:17 what's going to get me those metrics I need, the links, 13:23 the shares, the engagement, the conversions, the raw numbers? 13:25 And then once you have that mapped out, 13:31 you ask yourself, "What's the ROI of this channel? 13:34 "What's the ROI of content marketing itself? 13:37 "Should I be putting it into content marketing? 13:41 "Should I be putting it into social media marketing? 13:43 "Should I be putting it into search marketing? 13:45 Should I be putting it into paid or display?" 13:47 Whatever it is that you are investing in, 13:49 you have to ask yourself these same questions. 13:52 Great answers are going to give you 13:55 a great strategy, and from that strategy 13:58 I can't tell you how beautiful and wonderful it is 14:01 to be executing against a strategy that is well-defined. 14:04 It's a fantastic thing. 14:08 Let me give you a couple examples, 14:10 because this can seem a little theoretical, 14:12 and then I'll actually give you a checklist too. 14:14 Two examples. 14:16 Does anyone recognize this? Anyone in the room recognize this? 14:18 Can you raise your hand? 14:20 Tom, awesome. 14:22 And Dana. That's respectable. 14:25 It's 2 out of 810. 14:29 This is from Tableau Software. 14:33 It's a chart that uses their unique 14:36 data visualization software 14:40 to show us a fascinating, fascinating case study. 14:42 It shows how long and at what rate 14:46 companies that reach very, very high numbers of revenue, 14:49 $50 million in revenue, 14:54 how long it took them to get there and at what rate they grew. 14:56 You can see these very long lines. 14:59 It took a long amount of time. This is fascinating data. 15:01 This is the kind of data that in fact 15:04 will reach a very specific audience, particularly entrepreneurs, right? 15:07 And so Tableau has defined the things they need to do. 15:10 They know their goals. What are we trying to do? 15:14 We're trying to build awareness 15:16 and acquire customers for Tableau Software. 15:18 Who are they? 15:20 They're business analysts, they're entrepreneurs, they're big data users, 15:22 they're Excel junkies. 15:24 Where are they? They read the press. 15:26 A lot of them read the press and are not exposed because they're not 15:28 actively searching out this solution. 15:30 They don't even know that they need this solution. 15:32 Some of them are, but not all of them. 15:34 The blogosphere and the tech news sphere 15:36 and old media is going to be really important. 15:38 Who are the influencers? 15:40 Well, the big one if you're Tableau is the Wall Street Journal. 15:42 And in fact, what this is, it's a case study 15:45 that they did specifically for the Wall Street Journal, 15:50 and they let the Journal launch it first to show 15:52 how effective their software is at mapping this stuff. 15:55 And all they asked for was the byline. 16:00 This is the furthest thing that you could imagine 16:02 from the classic SEO world. 16:06 This is working with press. 16:09 This is working with PR people to create relationships 16:11 to show off something in an old media publication, 16:14 but it's a genius content marketing strategy, 16:17 and then they know the experience they need to provide. 16:21 They need to provide that beautiful, usable UX that's interactive 16:23 so that people can take off, like show me all the companies. 16:26 Let me zoom in on the map here, on the graph. 16:29 Give me some meaningful insights. 16:31 And then they do an ROI comparison against, boy, 16:33 is there any way that we could achieve this same result for less effort? 16:35 Nope. Nope. 16:39 Brand advertising, too shotgun, too expensive, 16:41 no way to reach all the same people, and by the way, 16:43 if you're in the Wall Street Journal with ads 16:45 day after day after day, people might know your name, 16:47 but they'll never have the same association that they have 16:49 when you show this chart. 16:52 It's so memorable, they literally 16:55 haven't had to do a ton of follow up. 16:57 That's how effective it is. 17:00 The second one, a very tiny, small business. 17:02 I like this example a lot. 17:04 I urge you to check it out when you go download the slide deck. 17:06 It's an illustrated guide to criminal law. 17:08 It's on a Tumblr blog. 17:10 It is hard to find through search, because this particular attorney 17:12 who put this together, who did a great job, respect to him, 17:17 but it's not very findable. 17:20 It was very socially shared but not very findable. 17:23 And this attorney realized something unique. 17:25 He realized that building awareness 17:28 in the NYC criminal attorney field 17:31 is a matter of referrals. 17:34 That referrals are the primary method 17:37 by which people who have committed crimes 17:39 or have been accused of committing crimes, 17:41 not everybody in New York is guilty until proven innocent, 17:44 how do they find people? 17:52 They find them through referrals. 17:54 They ask their friends. 17:56 They ask their friends, "Who should I go to?" 17:58 And so he knew that in order to create a presence 18:00 he's got to build something up 18:03 that's going to be a universal resource 18:05 that's going to be shared all around, and this comic is fantastic. 18:07 It really is. 18:09 Finally after reading it I was like, "Oh, that's what entrapment means." 18:11 You will have the same experience. 18:15 If you go and read it you'll be like, "I always thought—the movies—huh, fascinating." 18:17 He knows he needs to reach social, blogosphere, 18:22 press, a little bit of search here and there. 18:24 He wants to get some links and some awareness intentionally to rank. 18:26 And the influencers are primarily going to be 18:30 Facebook friends and colleagues and family, right? 18:32 "Oh, no! I'm in trouble, Dad! 18:35 I got picked up by the cops." 18:37 "I know who to call. Call this guy who made these comics." 18:39 No, I'm serious, and the experience 18:41 is enjoyable to read, and it's easy to get through. 18:43 It's high quality, and it's very, very good information. 18:45 Very high quality information. 18:49 The ROI comparison is that page search, 18:51 which is another way, or local, 18:53 which would be another way to get people 18:55 to your small business, your local attorney website, 18:57 would be, A, very, very expensive. 19:01 I'm sure you can all imagine what the PPC is on NYC attorney, 19:03 NYC criminal attorney. 19:06 And it's not going to reach the right audience. 19:08 You're going to get the bottom feeders. 19:10 For many of you who are in the SEO industry 19:12 or in the online marketing industry in general 19:15 and you've ever tried to rank for those keywords, 19:18 I remember for a while SEOmoz ranked 19:20 number 2 and number 3 for a little bit 19:23 for SEO services, SEO consulting, 19:26 SEO consulting company. 19:29 Mostly geolocated to Seattle, maybe sometimes the U.S. 19:31 I can tell you that the leads who came through there 19:35 are the folks who don't know anyone. 19:38 They're not sophisticated, because they don't know anyone 19:40 who knows anyone in the industry. 19:42 Because then they'd go that direction, 19:44 which is usually a far higher quality experience. 19:46 If you do those searches today, as Will Reynolds has pointed out 19:49 numerous times, the results are a little sketchy. 19:51 Just a little bit. 19:55 Here's the checklist. I promised you a checklist. 19:57 You could literally take this 19:59 and apply the information I provided, and this will get you 20:02 a strategy if you have great answers to these questions. 20:06 This is the goal, that I want you to have a strategy, 20:11 and I want you to know when you invest in content 20:14 that it's the right way to reach the right people. 20:17 That's what we need. 20:21 I have 5 recommendations, and I'm going to show you 1 more example at the end. 20:23 If you want to improve the content marketing, 20:30 the value that you're getting from content marketing, 20:32 my number 1 tip here is invest for a long ROI. 20:35 I have a friend here in Seattle. His name is Dan Shapiro. 20:40 He recently sold a company called Sparkbuy to Google. 20:43 He came and spoke at the mozPlex for those Mozers who were there. 20:46 Great entrepreneur. Fantastic guy. 20:49 Just been a great friend and a great colleague. 20:51 I was about to write a book with him, and I couldn't do it. 20:53 I just couldn't commit to it, and he's writing it now, 20:56 and it should be very exciting. 20:58 And one of the things that Dan loves to talk about 21:00 is how 50% of his time, 21:02 50% of the time that he spent at his company 21:06 was doing a single task that he called "creating serendipity." 21:09 Creating a chance, that 1 weird off chance 21:17 that this person that I'm going to have coffee with now 21:20 is going to be incredibly helpful to my business 21:23 2-3-4-5 years from now. 21:25 And so he took tons and tons of these coffees that produced no real value. 21:29 He would give his insight and experience and help. 21:32 He would fly to conferences, which takes a long time 21:35 out of a CEO's day to fly to a conference 21:38 and take all this time off of work, to not have access to the Wi-Fi, 21:40 to not be helping your team, to be on the road 21:43 to potentially meet that 1 person, 21:45 have that 1 snippet of influence. 21:49 Very frankly, I love this advice, and I invest in it all the time myself. 21:52 I fly like crazy. I write a ton. 21:57 I do a lot of things that are not directly beneficial 22:01 to SEOmoz's business in order to create serendipity. 22:04 But the only way you can invest in serendipity 22:10 is if you invest for the long term. 22:12 This is one of my very favorite slides. 22:15 I absolutely love it, because this is actually a snapshot 22:18 of my wife Geraldine's travel blog's traffic. 22:21 And what's amazing here is that she had a little bit of success 22:26 the first couple of months that she launched it, 22:28 and then the traffic flatlined. 22:30 She was blogging every single day, 22:32 and her posts, in my opinion—you can go back and read them— 22:36 they're just as good as the ones that are coming out way over here, 22:38 way over there. 22:43 They are. They're just as good. 22:45 So what is it? 22:47 Because most people would end the blog here. 22:49 They'd have a little bit of success. It would go back down to normal. 22:55 And they'd say, "It's been a year and a half. Nothing is happening." 22:58 Here's what happens if you let nothing happen for long enough 23:04 and you stick with it anyway. 23:08 You guys all know the story of SEOmoz, right? 23:10 That for 6 years Jillian and I did nothing 23:14 but go into horrific debt. 23:17 That we were as unsuccessful as you can imagine. 23:20 Not just unsuccessful. Unsuccessful is like your revenue is low. 23:24 Our revenue was negative. 23:27 Like we are staying in business, and we are losing money 23:29 while we stay in business, and yet we keep going to work. 23:31 This is the definition of a crazy person. 23:34 Insane. 23:37 But sticking with it, having that 5-year ROI does the trick. 23:40 Number 2, whenever you're thinking about your content strategy 23:44 and whoever those people are who are influencing 23:47 the audience you need to reach, 23:49 consider rather than targeting them, 23:51 saying, "How do I get them to write about it? 23:54 How can I involve them?" 23:57 Think about the example I just showed with Tableau Software. 24:00 They didn't say, "How can I get the Wall Street Journal to write about me?" 24:03 They said, "How about I give them 24:05 something that's going to get them thousands and thousands of page views?" 24:08 Literally it's one of their most linked to pages— 24:13 was one of their most linked to pages on the Wall Street Journal. 24:15 They redirected the URL so many times that I can't keep up. 24:18 I'm sure Alex is doing a good job of keeping them under control now. 24:21 This is the Internet Defense League project. 24:24 I got an email from them 6 months before they ever launched the project 24:28 asking if I would be a participant in helping 24:31 to build not a way to defend against things like SOPA and PIPA 24:33 but rather the bat signal of the Internet. 24:39 Can you imagine? 24:43 You get an email that says, "Will you help build the bat signal of the Internet?" 24:45 Hell, yeah, I will. 24:48 Yes, please, I'll take 2 of those. 24:50 So super cool. 24:53 We weren't one of the featured companies, but we are one of the supporters, 24:55 and so are a lot of other foundry investment companies. 24:57 Number 3, good artists borrow, 25:01 but great artists steal. 25:04 Do not be afraid to take 25:06 the insight that you see from others 25:08 and simply do things better. 25:10 If there is a great strategy out there 25:13 and you're worried, "Oh, but people have seen it before," 25:16 I can't tell you how many examples have people shown 25:18 during this conference up on this stage and said, "Have you seen this?" 25:21 And the only people to raise their hand were a handful of folks 25:24 in the audience and maybe some of the speakers. 25:28 We get in our brain that, oh, well, if I've seen it then everyone has seen it. 25:30 Nope. 25:33 You can steal. You can steal very effectively. 25:35 One of my favorite places—this is highly tactical—one of my favorite places 25:37 to steal is from the media, 25:39 because the media is just trying to drag eyeballs. 25:44 They're not creating that branding experience that you can create. 25:47 This is a fantastic calculator for— 25:51 well, it's a mediocre calculator for plugging in some variables 25:53 and seeing what your height and weight distribution, your body mass index is, 25:57 compared to lots of other people all around the world. 26:01 And of course, I saw it on Twitter, and I'm like, "Oh, okay. 26:03 "I know I shouldn't try it, but I have to try it. 26:05 "How am I doing? 26:07 Have I been losing weight, putting on pounds?" 26:09 It's not great. There are a bunch of flaws with it. 26:11 Rebuild it. You have the technology. 26:13 This is a great graphic. 26:18 What I hate are complex infographics that go on forever. 26:20 What I love are very simple ones that tell a story immediately. 26:22 Look at this and tell me the story it's telling you. 26:25 You see Africa. 26:29 You see China and the United States and India and Europe 26:31 all fitting in? 26:34 My God, I don't think until I saw this map 26:37 that I ever had any idea how big that continent is. 26:42 Fantastic. You've opened my eyes. 26:46 You've done a great job. 26:48 This one is really simple. 26:50 Do you have anything that's shit that fits inside other shit? 26:53 [laughter] It works, right? It clearly works. 26:57 Number 4, I want you to expand your idea 27:02 of what content means. 27:06 You are probably extremely familiar with blog posts 27:08 and articles and educational resources and video and slide decks 27:12 and animations and photos. 27:17 Yeah, that's content. Oh, APIs and platforms. 27:19 Yeah, that's kind of an interesting form of content. 27:22 The boring pages on your site, 27:24 the 404s—a shout-out to Will and Duncan at Distilled 27:26 who have I think the top five 404 pages on the Web. 27:30 Comments, comments on other people's sites. 27:35 Here's all my discuss comments. I plan on making that get a lot bigger. 27:37 News. Did you guys see the funding announcement for SEOmoz? 27:41 You almost certainly saw it. It was very exciting, yes? 27:45 But Brad said, "I agreed to put in the $18 million 27:48 because they let me put the word 'fuck' in a press release." 27:54 That was literally his quote for the press 27:58 when he was on the press call for all the journalists. 28:01 That's what he said. It appeared in the Seattle Times. 28:03 They had to edit it out, 28:05 because they can't print what Brad had to say. 28:07 It's awesome. 28:09 This is news, but it's content. 28:11 Here's another foundry company. 28:13 This is from FullContact, whose API was talked about earlier yesterday, 28:16 and it's a fantastic company, 28:19 and their content is their vacation time, 28:21 because they said, "Paid vacation isn't cool. 28:26 What's cool is a paid, PAID vacation." 28:29 Meaning we pay you to go on vacation. 28:32 If you agree to disconnect completely 28:35 from the company for an entire 7 days 28:37 we will pay up to $7,500 towards your vacation. 28:40 Only if you agree not to check your email. 28:45 Isn't that—I thought startups—what? 28:48 Way to go. Way to go. 28:53 That's content. 28:55 Your workspace can be content, and ours really is. 28:57 In fact, ours is a content with a very specific strategy. 29:01 Our strategy is we need to recruit great people. 29:05 Seattle is a competitive market, 29:10 and our office has to be incredible. 29:12 Our next office is going to be— 29:14 compare this Mozcon to Mozcon 4 years ago. 29:17 That's what our next office has to be compared to this one, 29:20 because very frankly, Google is offering between 29:23 $50,000 and $100,000 more than we can possibly pay engineers, 29:26 and so this is very challenging. 29:30 Physical goods can be content. 29:32 All right, a lot of content ideas. 29:34 Advertisements can be content. They so know me. 29:36 I think Indochino did what Marty Weintraub— 29:39 I think they worked with him, 29:41 because they know me so well. 29:43 Let me show you how well they know me. 29:45 Can you zoom the camera in very close on me? 29:47 Do you see? They know me. 29:51 I saw this ad on the Web. 29:55 I wasn't even looking for a suit. 29:58 Now, completely cheating, but I tweeted at them, 30:00 and they invited me up, so when I'm in Vancouver, 30:03 I'm going to go by their offices and buy a crap ton of suits probably. 30:05 Content marketing. 30:08 I promised you this slide would be back. 30:11 My last, final tip. 30:14 Number 5, choose short men and tall women. 30:18 I wrote about this on my blog that I launched recently, 30:21 and I'm sure many of you read it, but I want to explain the concept, 30:23 because it can be difficult to grasp. 30:26 This is data from OkTrends. 30:29 I think at the time that they ran this they had about 30:31 1.2 million active users on this site messaging each other, 30:35 dating, hooking up, all that kind of great stuff. 30:37 Red are women. Blue are men. 30:40 And what you can see here is the unsolicited messages per week by height. 30:42 What is this saying? 30:46 This is saying that tall men get disproportionately 30:49 large numbers of messages 30:54 unsolicited from women on the dating site 30:56 and short men get massively disproportionate—look at that. 30:59 This is what I'm urging you to do 31:04 not just in business, not just in marketing, 31:06 in all of your life I have no better life tip at this time 31:08 than to tell you to choose short men. 31:14 I'm serious. 31:17 [laughter] 31:20 No, no. 31:22 What happens is we unfairly bias 31:24 against artificial things. 31:27 Think about yourself. Let's say you're a young woman right now. 31:30 You're 25 years old, and you're searching for a mate. 31:33 You go onto OkTrends. 31:35 You have a bunch of criteria, criteria that you can't really express. 31:37 I want someone who is smart and who is funny 31:40 and who is cute and who will care about me 31:42 and who will support me in my life. 31:44 I'm looking for a long-term partner here. 31:46 I almost guarantee you 31:50 that you will have far better success if you bias to saying, 31:52 "I'm going to look for the guys who are very short" 31:55 than if you look for the ones who are very tall. 31:58 You will. You will have more success. 32:01 If you do this in business and in marketing 32:03 you will have fantastic success as well. 32:06 If you invested in SEO in a phenomenal sort of white hat, 32:08 inbound marketing strategy, strategic way in 2001 32:12 when nobody else was you would be IMDB. 32:16 You would own your vertical. No one even can touch you. 32:21 They can't get close to you. 32:24 Find those elements today. 32:28 Find the short men. You will win. 32:30 Last, I'm going to end with a video. 32:33 This is one of my favorite content marketing examples, 32:35 because they do so many of these things absolutely right. 32:38 This is Seattle Children's Hospital, a local charity. 32:41 We've been supporting them for many years, consulting with their team. 32:45 I think Gerard Gravallese and Steven, are you guys both here? 32:47 They used to work at Seattle Children's on the web team, 32:51 on the SEO strategy team. 32:54 Fantastic, phenomenal guys. Started their own agency now. 32:56 And you can see, who are they trying to influence? 32:59 They're trying to influence Northwest families 33:01 and potential donors. 33:03 Where are they going to do it? 33:05 Not through search. 33:07 Search is great. They can get some traffic to the site. 33:09 They can help people along, but really it's going to be press. 33:11 It's going to be broadcast types of media, display types of media, 33:14 and their influencers are going to be places like Seattle journalists, 33:17 the mainstream media, friends and family. 33:20 What they have to deliver is an experience that's emotional 33:24 and positive and completely uncontroversial. 33:27 The ROI comparison is that brand advertising is an option, 33:31 and Children's invests in it today. 33:35 In fact, if you go to Westlake Center, 33:37 which is just a couple blocks from here, you will see 33:39 a big Seattle Children's pavilion. 33:41 They're doing all sorts of branding advertising, but I think this 33:44 is their most powerful marketing piece ever. 33:47 Let's watch it. 33:51 [? music ?] [singing] You know the bed feels warmer sleeping here alone. 33:54 You know I dream in color 34:02 and do the things I want. 34:06 You think you got the best of me. 34:11 You think you've had the last laugh. 34:13 I bet you think that everything good is gone. 34:15 You think you left me broken down. 34:19 You think that I'd come running back. 34:21 Baby, you don't know me, because you're dead wrong. 34:23 What doesn't kill you makes you stronger, 34:27 stand a little taller, doesn't mean I'm lonely when I'm alone. 34:30 What doesn't kill you makes a fighter, 34:35 footsteps even lighter, doesn't mean I'm over because you're gone. 34:38 What doesn't kill you makes you stronger, stronger, 34:44 just me myself and I. 34:49 What doesn't kill you makes you stronger, 34:52 stand a little taller, doesn't mean I'm lonely when I'm alone. 34:55 You heard that I was starting over with someone new. 35:02 They told you I was moving on 35:11 over you. 35:14 You didn't think that I'd come back. 35:19 I'd come back swinging. 35:21 You tried to break me, but you see, what doesn't kill you makes you stronger, 35:23 stand a little taller, doesn't mean I'm lonely when I'm alone. 35:28 What doesn't kill you makes a fighter, footsteps even lighter, 35:33 doesn't mean I'm over because you're gone. 35:38 What doesn't kill you makes you stronger, stronger, 35:42 just me myself and I. 35:47 What doesn't kill you makes you stronger, 35:50 stand a little taller, doesn't mean I'm lonely when I'm alone. 35:53 Thanks to you I got a new thing started. 36:01 Thanks to you I'm not the broken hearted. 36:05 Thanks to you I'm finally thinking about me. 36:09 You know in the end the day you left is just my beginning. 36:12 In the end 36:20 what doesn't kill you makes you stronger, 36:23 stand a little taller, doesn't mean I'm lonely when I'm alone. 36:26 What doesn't kill you makes a fighter, 36:31 footsteps even lighter, doesn't mean I'm over because you're gone. 36:34 What doesn't kill you makes you stronger, stronger, 36:40 just me myself and I. 36:45 What doesn't kill you makes you stronger, 36:48 stand a little taller, doesn't mean I'm lonely when I'm alone. 36:51 What doesn't kill you makes you stronger, stronger, 36:57 just me myself and I. 37:01 What doesn't kill you makes you stronger, 37:05 stand a little taller, doesn't mean I'm lonely when I'm alone. 37:07 When I'm alone. 37:13 [music ends] 37:24 [applause] 37:26 I had some contact with the folks at Seattle Children's, 37:33 and so what I'd like to do, 37:37 win or lose, regardless, I would like to encourage all of you to test this. 37:40 Let's do some testing. Let's see how effective this video really is. 37:44 Today sometime before midnight 37:49 if you would like, go to the Seattle Children's website. 37:52 You can make a donation from the home page. 37:55 I know. It's sad. 37:59 And whatever the delta is on what's donated on an average day 38:02 versus today Geraldine and I will match that. 38:06 [cheering] 38:11
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