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In the Court of the
Content KingWhy is great content key to online marketing?
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Introduction
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Hi!
My name is
Mike Darnell.
I was born in 1974
My 1st job was
modeling underwear
& Roman toys
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Is your website
targeting and engaging prospects?
My partner is
Virode Imtarnasan -
Thai, 38 years old,married, studied law
Career: EA, Sega, IRM
Web: Cnngo, Vertu,Playboy
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Where we do
business
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The Fun Bit
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Foreword
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According to the
MARKETINGis
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the activity, institutions,
and processes for creating,
COMMUNICATING,delivering, and exchanging
offerings that have value forcustomers...
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Marketers have
always known thekey to success is
providing succinct
and useful
information
regarding their
products
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both in person
and otherwise.
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Hold thatthought
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in 1996 Bill Gates
wrote a visionary
article titled
Content is King:
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Content is where I
expect the real money
will be made on theInternet, just as it was
in broadcasting
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The TV revolution spawneda number
of industries, including themanufacturing of TVs, but THE LONG-
TERM WINNERS WERE THOSE WHO
USED IT TO DELIVER INFORMATION &ENTERTAINMENT
[Bill penned the
article in March.
In August Microsoft
and NBC launched
MSNBC]
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the broad opportunities for
most companies involvesupplying INFORMATIONor
entertainment.
NO COMPANY IS TOO SMALL
TO PARTICIPATE
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One of the exciting things about
the Internet is that anyone canpublish whatever content they can
create.
THE INTERNET ALLOWS
INFORMATION TO BE DISTRIBUTEDWORLDWIDE AT ZERO MARGINAL
COST
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The essay is a masterpiece because it
predicts not only the webs ascent as aneasily accessible means of publication,
but also how this will impact human
society as a whole
Strangely Microsoft has never been able to
capitalize on Bills insights regarding the web
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Some perspective
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In 1996 Microsoft and
Netscape were fightingto control HOW we
accessed the web
Content is Kingpredicted that wouldnt
matter half as much as
WHAT WE DID
ONCE WE GOTTHERE
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but as the web grew in
size the problem becameFINDING WHERE WERE
GOING
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That was about to change because these
guys shared a room in Stanford
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SergeyBrin
PHD project:Data Mining
Development
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Larry Page
PHD project:
Inferring the importance of
a research paper from its
citations in other papers
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Theyre betterknown as...
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http://vimi.co/http://www.facebook.com/vimidotcohttp://google.com/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Inferring theimportance of a
research paper fromits citations in other
papers
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What does that mean?
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A bunch of research papers
paper
paper
paper
paper
paper
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all citing the
same source
paper
paper
paper
paper
paper
Paper
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paper
paper
paper
paper
paper
IMPORTANTpaper
serve as an
indication the
source is Important
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Lets swap one word
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Site 1
Site 2
Site 3
Site
4
Etc.
Your site
http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://www.flickr.com/photos/edyson/144863797/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Larrys big idea, andthe foundation for
Googles searchalgorithms, is simply
the concept that:
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A web pagesimportance can be
inferred from thenumber of pages
linking to it
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What doesthis mean
to you?
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Simply put:
The more OTHER SITESlink back to yours,
the better your Googlesearch ranking
http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Are all links equal?
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S
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SectorTrade
magazine
OpinionLeaders
blog
Wikipedia
definitionrelated to your
business
Your site
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Good inbound links
are from pages thatrelate to your offerings
and industry
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http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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The importance of the
linking webpagedetermines the quality
of the link
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This is known as
PAGERANKafter the guy who invented it Larry Page
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http://www.flickr.com/photos/s_gerity/3893184919http://vimi.co/http://www.facebook.com/vimidotcohttp://ilpubs.stanford.edu:8090/422/http://ilpubs.stanford.edu:8090/422/1/1999-66.pdf8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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The cute version
http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://vimi.co/http://www.facebook.com/vimidotcohttp://www.mattcutts.com/blog/pagerank-sculpting/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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How does
Google know?
http://www.flickr.com/photos/s_gerity/3893184919http://www.flickr.com/photos/s_gerity/3893184919http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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http://www.flickr.com/photos/s_gerity/3893184919http://vimi.co/http://www.facebook.com/vimidotcohttps://www.google.com/search?&q=pagerankhttp://en.wikipedia.org/wiki/PageRank8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Google calculates Pagerank relationships by
MAINTAINING A COPY OF ALL INDEXED PAGES
http://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://vimi.co/http://www.facebook.com/vimidotcohttp://en.wikipedia.org/wiki/PageRank8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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This is INCREDIBLY
resource intensive
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[in 2010 Googles
data centers wereusing the equivalent
of the output of
your average nuclear
power plant]
Googles hardware infrastructure
is a cornerstone of its success anda closely guarded secret
http://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://en.wikipedia.org/wiki/PageRankhttp://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotcohttp://www.flickr.com/photos/29456235@N04/29261635858/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Now that weunderstand the
importance of links tosearch ranking the
next question is
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Why would anyone
want to link to you?
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Take a minute and
list the links youvecreated and shared
recently
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotcohttp://www.youtube.com/watch?v=CQzUsTFqtW08/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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http://vimi.co/http://www.facebook.com/vimidotcohttp://www.youtube.com/watch?v=CQzUsTFqtW08/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Now list what
motivated you to
create each link
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The
CONTENT
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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was compelling
enough to create a
response
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://vimi.co/http://www.facebook.com/vimidotcohttp://www.flickr.com/photos/meddygarnet/3411041248/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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We link to
content that:
A. Moves us
B. Engages us
C. Is USEFUL
http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/29456235@N04/2926163585http://www.flickr.com/photos/meddygarnet/3411041248/http://www.flickr.com/photos/meddygarnet/3411041248/http://www.flickr.com/photos/meddygarnet/3411041248/http://www.flickr.com/photos/meddygarnet/3411041248/http://vimi.co/http://www.facebook.com/vimidotcohttp://www.flickr.com/photos/meddygarnet/3411041248/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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REMEMBER THIS?
Marketers have
always known thekey to success is
providing succinct
and useful
informationregarding their
products
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Theres Nothing New Under the Sun
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Conclusion
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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1. CONTENT HAS
ALWAYS BEEN KING:
Marketing has always been aboutcommunicating useful and
engaging information related toproducts and offerings
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2. THE WEB LEVELS THE FIELD
The low cost of publishing and
syndicating Online Content serves asan equalizer giving SMEs an
opportunity to compete with MNCs
on even ground
3 A LINK ECONOMY
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotcohttp://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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3. A LINK ECONOMY
The ultimate measure for success ofany type of online content is the
number of inbound links and user
engagement it generates
Good content is rewarded withbetter search rankings, which in turn,
further boosts its popularity, etc
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Workshop time!
1. Pair up and introduce your businesses
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2. Come up with 5 ideas for content relating to your
partners business that you would be likely to link to
3. List the topic, media, attraction and estimated cost (time,
effort, $$$,)
4. Determine criteria for measuring success
5. Present your work to the group
This is a brainstorming exercise:Don't shoot down ideas, don't criticize, keep it open
Don't say "you can"
Say "I would link to..."
Content by Topic Content by Medium
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotcohttp://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Content by Topic Content by Medium
Products/Services
Company informationNews
Events
TIPS/HOW-TOS*
FAQS
Lists
CASE STUDIES
TESTIMONIALS/CLIENTS
Articles
etc
Texts (HTML/PDF)
Images
Presentations
AudioPodcasts
VIDEO
Forms/Quizzes
Etc.
* Extra Credit: Why are some of the above in ALLCAPS?
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Afterword
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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The inherent challenge in generating marketingcontent online is finding a sweet spot
between content that is "link bait",
and content that has commercial
marketing value for your company
SUCCESSFUL online campaigns are campaigns
that resolve this in an optimal fashion
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Questions?
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotco8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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Easter Egg
http://blogs.smithsonianmag.com/history/2011/12/emperor-wang-mang-chinas-first-socialist/http://vimi.co/http://www.facebook.com/vimidotcohttp://en.wikipedia.org/wiki/In_the_Court_of_the_Crimson_King8/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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About this Image
http://en.wikipedia.org/wiki/In_the_Court_of_the_Crimson_Kinghttp://en.wikipedia.org/wiki/In_the_Court_of_the_Crimson_Kinghttp://vimi.co/http://www.facebook.com/vimidotcohttp://en.wikipedia.org/wiki/In_the_Court_of_the_Crimson_Kinghttp://www.dgmlive.com/vision.htm?&show=398&id=39698/2/2019 In the Court of the Content King 1 - Vimi Learning Center
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in 1969 Barry Godber, a computer programmer in his 20s, provided
the cover art for one of rocks most revolutionary albums:
In the Court of the Crimson King
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The album is considered a revolutionarymasterpiece because it substituted rocks
blues foundations with jazz and classic
elements
The outer cover is probably
more famous than the inner
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Sadly Barry didnt live to see his artistic
endeavor become a cultural icon.
He died of a heart attack shortly after the
albums release at the age of 24
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Thanks!
Im at [email protected]
Mike
http://www.dgmlive.com/vision.htm?&show=398&id=3969http://www.dgmlive.com/vision.htm?&show=398&id=3969http://www.dgmlive.com/vision.htm?&show=398&id=3969mailto:[email protected]://vimi.co/http://www.facebook.com/vimidotcomailto:[email protected]