Post on 26-Aug-2014
description
@SearchDecoder
The 3Cs of Bootstrap MarketingHow to Develop Credibility on the Internet through Native Content and Social Connections
Matthew Capala
Presented at Search Marketing Day in Warsaw
@SMDwarsaw / #SMDwarsaw SearchMarketingDay.com
I lived in Lodz, Poland, until the age of 23. I moved to NY 10 years ago, where I have led multiple lives: construction, scaffolding, bus boy, waiter, Internet marketer, executive, NYU professor, and entrepreneur. In that order.
@SearchDecoder
Nazywam sie Maciek Capala
*Average for top four global clients for 2012
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Bootstrap marketing and SEO enabled me to create opportunities I
wouldn't have had otherwise
@SearchDecoder
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Ideal
TimeMoney
Talent
Bootstrapping@SearchDecoder
The 3Cs of Bootstrap Marketing
Audience
Community
Leads
Transactions
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! Credibility
Content
Connections
Blogging, SEO, Content Marketing
Guest Blogging, Events, Public Speaking
Social Media, Influencer Outreach, Blogger Relationships
@SearchDecoder
Traffic
Becoming interesting isn’t just about learning how to become a good conversationalist.
You need stories to tell.
@SearchDecoder
Content marketing is not about you.
It’s about your content
@SearchDecoder
Every blog post, video or image need to fit into your content strategy…
…not the other way around
Every piece of content needs to tell a cohesive story.
@SearchDecoder
Useful Deck:
Content Marketing vs. Content Strategy
@SearchDecoder
Content marketing is like a healthy heartbeat
@SearchDecoder
Learn more: https://medium.com/personal-brand/8e43f280cdb2
You need to set your knock-out punch with a series of jabs
Jab, Jab, Jab, Right Hook = Give, Give, Give, Ask@SearchDecoder
@DiditMarketing
The objective of content strategy is to design a repeatable and scalable process
Taking a long-view approach and seeing ahead is critical
User Profiling
Persona Validation
Qual./Quant. Research
Keyword & UX Mapping
PersonasGoals
& KPIs
Analytics
Data Insights
Off+On Site
Inventory
Content Audit
Success Metrics & KPIs
Competitive Insights
Lead Generation
ROI
Planning
& Delivery
Editorial Calendar
Influencer Profiling
Blogger Prospecting
Outreach
Learn, Test, Improve
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Optimization
SEO
Distribution
Schema.org
Social Meta
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Intensity beats extensity
Focus your efforts playing to your strengths
Tier 1!Native
Blog!Twitter!
SlideShare!Reddit!Quora!
Medium!YouTube
Tier 2!Sharing
Facebook!StumbleUpon!
Digg!Delicious!Pinterest!Tumblr!
Considerations
Open or closed?!Waterfall or curated feed?!Does it have a homepage?!
Can I hack it?!Supports SEO?!
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5 Rapid-Fire Hacks & Tools to Get you Started
@SearchDecoder
*Average for top four global clients for 2012
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#1 Crowdsourcing Content on Fiberr
@SearchDecoder
TimeMoney
Talent
You are here
Fiverr is your best friend when you have time for content ideas, no talent to execute, and only couple bucks in your wallet
First rule for Fiverr: It’s for execution, not for creative ideas
Review each content creator, check their work/reviews, and have the right expectations
Do your homework and provide clear creative direction
Example
@SearchDecoder
Launching on Amazon in July. FREE* for everyone who signed up for my mailing list before June 2013
Make no mistake, this is no “SEO for dummies.” !!Rather, SEO Like I’m 5 is for forward-thinking small business owners, start-ups and entrepreneurs who struggle to get on the front page of Google.
Sign up for my newsletter by June 30th to get it FREE*!!SearchDecoder.com/Newsletter!!*minus Amazon fees (est. 30%) and shipping. Sorry, I’m a bootstrapper!!@SearchDecoder
Are you an introvert? Use Fiverr to create your About Video
!On YouTube: https://www.youtube.com/watch?v=q--xmSuXKtY!!
@SearchDecoder
Use SpringLeap for high-end creative crowdsourcing and social creative campaigns
@SearchDecoder
*Average for top four global clients for 2012
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#2 Visual Storytelling on SlideShare
@SearchDecoder
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Slideshare is the world’s largest network for presentations
Similarly to YouTube it has a homepage, which offers a huge potential for traffic
Your deck here
TimeMoney
TalentYou are here
Frequency is key to maintain traffic
Frequent uploads
Frequency drops
@SearchDecoder
https://medium.com/personal-brand/7d4beec8624c
@SearchDecoder
Do things, tell people.
Good content gets shared
@SearchDecoder
Include calls to action to drive leads
E-book downloads —> Qualified Leads@SearchDecoder
*Average for top four global clients for 2012
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#3 Long-Form Storytelling on
Medium@SearchDecoder
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Medium is a great social platform for long-form storytelling. Anybody can write on Medium.
Social, algorithm-driven content distribution on Medium offers an upside for good writers to get more eyeballs and engagement
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Contribute great content, curate, build relationships, submit to relevant collections. Act like a user.
Start and curate a collection
Connect your profile with Twitter and Facebook friends who will get notifications when you post
Medium’s algo emphasizes recommendations and read ratio
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Read this post if you are new to blogging
https://medium.com/personal-brand/d5e0a3c3b7a4
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#4 Build a Tribe on Triberr
@SearchDecoder
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Triberr is a social community for content creators to collaborate to grow each other’s blog readership.
@SearchDecoder
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Join Triberr and set-up your RSS feed
Connect your blog & RSS feeds
Join relevant Tribes
Set-up your feed
@SearchDecoder
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http://dashburst.com/top-triberr-bloggers-infographic/@SearchDecoder
*Average for top four global clients for 2012
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#5 Compound by cross-promoting
@SearchDecoder
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Embed widgets to cross-optimize your content
@SearchDecoder
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Place your email marketing widgets across your media properties
Offer something for Free you could charge for Include newsletter sign-up above the fold
@SearchDecoder
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The newsletter is the cornerstone of building your brand equity, start building your list early on - it’s a marathon!
Include clickable links, CTAs, images, and social plugins
@SearchDecoder
Connect Authorship to Your Blog Posts
Read how: http://www.searchdecoder.com/connect-google-authorship-blog-posts-5-min-less/@SearchDecoder
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What tools should I use?
Toolbox: http://www.SEOtoolbox.me@SearchDecoder
Whoever you are and whatever you do, your number one job is to build your credibility on the Internet through native content and social connections.
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In a world where 80% of consumers Google a product or service before purchasing it, invisibility is a fate much worse than failure.
@SearchDecoder
*Average for top four global clients for 2012
Matt@SearchDecoder.com!!
SearchDecoder.com!!
@SearchDecoder!!
Facebook!
@SearchDecoder