Making Cool Sh!tIsn’t Content Marketing

MARCH 5, 2013: DISTILLED SEATTLE MEETUP

ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO

What many SEOs think content marketing is…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

And this is aproblem because…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

MISSING HUGE OPPORTUNITIES TO…

• Create flywheel

• Improve brand + credibility

• Earn consumer trust

• Bring consumers into funnel

• Increase long-term organic traffic

• Diversify marketing plan

What contentmarketing actually is…

“

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

A technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience – with the objective of driving profitable customer action.”- Joe Pulizzi, Content Marketing Institute

Content marketing is about delivering the content your audience is seeking in all the places they are searching for it.”- Michael Brenner, Sr. Director Marketing & Content Strategy at SAP

“

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Get to know yourself…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Get to know the funnel…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

DISCOVERY

TRIGGER

SEARCH

CONSIDERATION

PURCHASE

STAY

YOUR BRAND

Get to know your audience…

YOUR AUDIENCE

ANALYTICS RESEARCH

KEYWORD RESEARCH

PERSONA RESEARCH

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Get to know your brand…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

This ain’t real…

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

BRAND MESSAGE:

• Not your dad’s system

• More than an expense

• Simple & easy

RESULTS:

• 5% lower bounce rate

• 15% more organic traffic

• 10x more likely to purchase

• 40 partner links, no outreach

• Improve rankings to 1st page

audience + brand =epic sh!t content marketing

Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

Audience Brand Strategize Create

Need Links

Epic Sh!tPitch

THANK YOU!ADRIA.SARACINO@DISTILLED.NET

ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO