SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies
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Transcript of SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies
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BIG CONTENT
STRATEGIESBy: Aaron Friedman
SMX ISRAEL 2014
@aaronfriedman
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@aaronfriedman
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@aaronfriedman
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LET’S TALK ABOUT
@aaronfriedman
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LET’S BUILD A CONTENT STRATEGY
@aaronfriedman
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LET’S ABOUT
@aaronfriedman
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“Others have seen and asked …
@aaronfriedman
Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4
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… I have seen and asked .”-Pablo Picasso
@aaronfriedman
Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg
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@aaronfriedman
AARON FRIEDMAN
@aaronfriedman
Director of SEO at
That head pops up in all sorts of random pictures!
www.digitalhighrise.com
www.digitalhighrise.com
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@aaronfriedman
I HAVE DONE SEO FOR SOME COMPANIES
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RANKING IN GOOGLE
IS A FUNNY THING
@aaronfriedman
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RANKING IN GOOGLE
IS A FUNNY THING
@aaronfriedman
and ridiculous
^
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HERE WE ARE PREACHING CONTENT IS
KING
@aaronfriedman
Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20Heart%20on%20Book-251774.jpeg
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BUT WE AREN’T WILLING TO MAKE
CONTENT
BTW, he didn’t really say that…
@aaronfriedman
knowing is not enough, we must apply…
willing is not enough, we must do
-Bruce Lee-
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WE ARE STILL FOCUSING ON THE
WRONG THINGS
Guest Blogging
(FYI: You better stop this soon)
Keywords and volume
STAHP targeting irrelevant
keywords because they
have volume.
@aaronfriedman
WE ARE STILL FOCUSING ON THE THINGS
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@aaronfriedman
WAIT…
WTF WAS THAT?
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@aaronfriedman
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SHAKING S#*T UP
Recent Changes
from Google
have made it
impossible to
keep the status
quo
@aaronfriedman
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86 Changes in June & July 65 Changes in August & September
ALGORITHIM UPDATES
@aaronfriedman
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PANDA PENGUIN
ALGORITHIM UPDATES
This is a real Google engineer consulting staff before the launch
Making a tweak to Panda just mere weeks before it went live
@aaronfriedman
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NOT PROVIDED APOCALYPSE
[NOT PROVIDED] REAKED
HAVOK ON OUR
INDUSTRY
Caused us to re-think how
we do reporting.
(Remember when we used
to be able to report on
keywords)??
@aaronfriedman
Image Source: http://searchengineland.com/post-prism-google-secure-searches-172487
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AND AGGRESSIVE ATTACKS FROM WEBSPAM
@aaronfriedman
( )
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YOU KNOW WHAT ABOUT KEYWORD DATA?
@aaronfriedman
Image sorce? http://mentalfloss.com/article/33497/8-government-conspiracy-theories-and-how-they-could-be-right
GOOGLE TOOK IT AWAY
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@aaronfriedman
GOOGLE WAS
TIRED OF PEOPLE
CREATING
CRAP CONTENT
BECAUSE THE
KEYWORDS SAID
TO
CONTENTISKING
Image Source: http://blog.dlvr.it/wp-content/uploads/2012/03/1-content-is-king.jpg
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@aaronfriedman
CONTENT IS ONLY
KING WHEN
PEOPLE RESPECT
IT…
CONTENT NEEDS
TO BE
OUTSTANDING
(INCREDIBLE)
CONTENTISKING
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150 BLOG POSTS IN 50 DAYS
CRAZY PANTS!
- 800% Increase in
inbound leads
- 69% Increase in Organic
Traffic
- Signed more new
customers than in any
other 3 month period in
company history
@aaronfriedman
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! WE CAN DO THAT TOO
After all, I had been pushing
content is king.
• We Chose a client
• We started the journey
• And we had some
successes…
@aaronfriedman
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BUT JUST CONTENT ALONE CAN BE FLAT
@aaronfriedman
Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-Stanley-10.jpg
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WE NEED THE STUFF
@aaronfriedman
Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/
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And IS
@aaronfriedman
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DON’T JUST AND
Where you share it is
important
Sharing what your audience
wants is crucial
@aaronfriedman
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This is Where WIN
Finding the balance between
what users are looking for
and what the page actually
delivers.
This is where content comes
from.
WHAT USER IS
LOOKING FOR
WHAT THE PAGE DELIVERS
@aaronfriedman
Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday
This is the marketing part
This is the analysis part
This part is f#*kin golden
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@aaronfriedman
THAT’S HOW WE
NEED TO BE
THINKING
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WHAT KIND OF CONTENT
DO PEOPLE WANT?
@aaronfriedman
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FUN (THIS www.flatvsrealism.com)
@aaronfriedman
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TIMELINESS
MATTERS
@aaronfriedman
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MOVEMBER IN NOVEMBER
We changed the logo and
started talking with Waze
and Cheetos
@aaronfriedman
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ADD VALUE TO THE COMMUNITY
Creating Things People Can
Use!
• 5858 Visits
• 8550 pageviews
• Avg time on page 4:18
• ~1000 Downloads
@aaronfriedman
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TELL STORIES
@aaronfriedman
Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/
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SHARE-WORTHY STORIES
@aaronfriedman
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MAKE A BLOG SERIES
Milas Day Dreams
• Write a blog series
• Use images to tell
stories
@aaronfriedman
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AFTER ALL, PICTURES ARE WORTH 1000 WORDS
@aaronfriedman
Source: http://kristinandkayla.blogspot.co.il/
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West Jet: Real Time Giving Nike: Make it Count – Casey Neistat
VIDEOS WORK TOO
@aaronfriedman
http://www.youtube.com/watch?v=WxfZkMm3wcghttp://www.youtube.com/watch?v=zIEIvi2MuEk
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AND DON’T FORGET CROWDSOURCING
Learn from Man At Arms
Making legendary weapons,
one request at a time
@aaronfriedman
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BUT WHERE DO COME FROM??
@aaronfriedman
Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2C481
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@aaronfriedman
FOR STARTERS,
DON’T RE-INVENT THE
WHEEL
JUST RE-PURPOSE IT
(unless you are MIT)
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RE-PURPOSE LONG BORING IDEAS
Do a site search at Data.Gov
to find:
• long
• boring
• information
Write-ups that you can
synthesize into something
more digestible and exciting.
@aaronfriedman
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OR CONSOLIDATE FROM SOURCES
Infographic consolidating
data from multiple sources
• Links
• 1420 unique visits• More than half referral traffic
@aaronfriedman
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@aaronfriedman
AND BRAINSTORM
WITH YOUR TEAM
…. IT’S FUN
…. & Beer
Makes
It REALLY
FUN
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A FEW YOU CAN USE
TO HELP WITH
@aaronfriedman
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BRAINSTORM GENERATOR
A great place to spark ideas:
• Fill out the questionnaire
• Click
• Get a bajillion ideas
• (some might be about
poop, but they are related)
http://www.contentideagenerator.com/
@aaronfriedman
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SEO GADGET CONTENT IDEA GENERATOR
Create Content people are
looking for with this ‘SEO
Gadget Tool’
Sources are from all over the
web!
Spreadsheet
http://bit.ly/1icXHVa
@aaronfriedman
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Quora Scraper
Answer Questions People Want Answered with this QuoraScraper.
What conversations are happening around your:
• product
• service
• industry
http://bit.ly/1e4si09
Created by John Dohertyhttp://www.johnfdoherty.com/tool-quora-rss-importer/
@aaronfriedman
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UBERSUGGEST: AUTO COMPLETE
Use Search Engine Data
Find out what queries show
up in auto-complete.
Get content ideas based on
queries that Google
recognizes as additional
variations.
@aaronfriedman
“Don’t Hit Enter”
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USE SOCIAL DATA TO FIND
TRENDING TOPICS
Twitter, Facebook
Google+… all amazing
sources…
I am going to let Merry talk
more about that
@aaronfriedman
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@aaronfriedman
TO SUM UP
• Valuable Content
is King
• Share Content
Users Want
• And get your
creative juices
flowing
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@aaronfriedman
www.digitalhighrise.com
AARON FRIEDMAN
@aaronfriedman
Director of SEO at