Content, Curation and SEO – then you can get beer

Tony WrightCEO & Founder, Wright IMC

Agenda

• Who is this guy? (no slides, I just talk about myself a lot)

• How do people search – then and now (I don’t know the future)

• Earned Media – One boring slide• Simple SEO 101 (don’t fall asleep, I’m watching!)• What is content marketing (it’s SHINY!)• Curation – Not your grandpa’s plagairism• Social listening hearing aids• Results. Give. Knowledge…Market Orienteering for

Content Creation (Huh?)• Random Tips are appreciated

How we think people search.

Go to Google

Type in Keyword

Go to my landing page

Click my result

Buy my product

How people actually searchGo to search

engineType in Keyword Click on Natural

listing #1 Go to Site A

Click on link on Site A Go to unrelated site Go have a Coke Go back to

search Engine

Type in Related Search

Click on natural listing #3

Click on link to more research

on product

Continue researching

product

Look at Porn for a while

Go back to the search engine

and type in more relevant

keyword

Click on Paid listing #1 BUY PRODUCT!

How did people Search?

“As seen in the heatmap (left), fixations are studded around the top 5 results and the majority of clicks are upon the top 3 results (discounting the sponsored link). The sponsored link was actually not well attended to due to the fact that searchers are now familiar with advertiser placement within Google. The 2008 heatmap supports the recent trend observed by Cornell University (Their study found that the top 3 Google results get 79% of all clicks) and by AOL (Findings were that 63% of clicks were concentrated upon the top three search results).” – Think Eyetracking Study, 2008

How do people search now?

http://www.youtube.com/watch?v=4Rtca0rQFCQ&feature=youtu.be

SEOs, Content Marketers and Socialistas specialize in “EARNED MEDIA”

• Earned media (or free media) refers to favorable publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.[1][2] Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet.

SEO 101 – The four C’s of Success

• Code: HTML, Content Management Systems, W3C Compliance, Java Scripts, oh my!

• Content: Words mean things. Without words, you are invisible

• Connections: Links and Likes is the “whuffie” of Search. The quality of your friends tells Google a lot about you in general.

• Communications – Social gets links. Content on other properties gets links. Good content gets links.

Shiny, happy Content Marketing

• Content marketing is not new• Content marketing is not magic• Content marketing is simply writing

good stuff• Content marketing is also publishing,

syndicating, marketing, influencing, and providing information

• Content marketing has been and always will be here – under any name

Curation – It’s not stealing if it’s reasarch

• Understand Fair Use – usually ok to include the first paragraph and a link

• Link to what you love – and let the love come back

• Don’t just curate – comment. Have a freakin opinion (SEE OUR WHITE PAPER!)

• Can’t be first? Be best.

Results. Give. Knowledge.

• Search is the compass for your market orienteering.

• Both paid and natural search analytics provide maps for Social Media Content Strategies

• Keywords are comforting…Wordsmithing is over-rated

• Google Analytics works great for mining valuable content creation data.

Social Listening – What’d you say about me

• Social listening tools can be expensive• Here are some free ones

– Google Analytics– Google Suggest– Google Insights– Google Keyword Tool– Twitter Search– Facebook Search– Google Alerts– Hell – just Google “Free Social Listening tools”– Ok – on 3 everyone shout their favorite one

What do I do with this information?

• Answer consumer questions• Appeal to audience interests• Use the six weapons of mass

influence– Reciprocity, Commitment and

Consistency, Social Proof, Authority, Liking and Scarcity

• Drive your audience to where you want them and define the action you want them to do!

The Link Economy

• Link building is a <$1,000,000,000 industry

• Bought links are against Google’s Terms of Service

• Social Media naturally generates links– Let’s talk Nofollow for a second…forgive me

while I put my geek hat on

• Integrated marketing teams with creative ideas are more successful that stand-alone SEOs or SMMs.

Random Tips• Knowem.com..Use it.• Google Analytics. Worship it.• When writing headlines, split them up. Social on one side, SEO on

the other• Bullet points drive keywords home• Overoptimization is real. Don’t do it.• Always get the link. Remember, the links affect the ranking• Understand that Social drives Search, rarely does search drive

social. • ANSWER PEOPLE’S QUESTIONS• Create a syndication strategy for your niche• Buy influencers a beer• If you can’t write – find someone who can• Search = Direct Response, Social = Branding, Content = Authority

and Syndication You need the all.

How can I help You?

• Follow me on twitter @tonynwright• Email me at

tony.wright@wrightimc.com• Call me at 214.529.0703• Visit our company website at

www.wrightimc.com