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The Long Play of Content Strategy
Flickr: Jose Casimiro
Matthew Brown – Moz - @MatthewJBrown - SIC 2015
Download this:
bit.ly/LongPlayContent
My background
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz
TFW you have to index BUZZFUDGE
The Platforms
Google
Content “advice”
https://www.youtube.com/watch?v=y8s6Y4mx9Vw
RankBrain: Moar AI
http://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/
Facebook
Buffer details its traffic loss
https://blog.bufferapp.com/lost-traffic
Only 3% of News Feed is adshttp://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-i...
Reach. It can go away.
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
Quick note: Read John Herrman
The Content Wars: http://www.theawl.com/author/john-herrman
Next up for FB = Notify:
http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
Next up for FB = Search:
http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html
The Storm
Flickr: MattysFlicks
2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati
Source: Content Marketing Institute
10X Content
http://bit.ly/10Xcontent
Is there one weird trick?
Credit Due:
Cyrus and the Moz Audience Team
Ranking
Factors
Web
Developer’s
Cheat Sheet
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5
Whiteboard
Friday
Less effective: Daily blog posts
Less effective: Beginner’s Guides
The challenge:
‘Things other than SEO’
But we’re in good hands?
Community is more than just tactics
They’re your
channel
experts
Content Goals
This is not a Content Goal
Neither is This
Loyalty
Build
loyalty
through
return
visits
Source: Parse.ly
Source: Poynter
5X was
Vulture’s
magic
number
Source: Chartbeat
Content
attributes
that create
loyalty
Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
Reality Check:
It can take 12-17
months
Source: Content Marketing Institute
Source: Hubspot
Across Moz Customers: Content
Creation Drops After Month One.
Don’t play the
short game!
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
The Long Play of Content Strategy - Seattle Interactive 2015
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The Long Play of Content Strategy - Seattle Interactive 2015

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There's a crazy amount of content being created. Just ask Facebook and Google, who are wading through it all. This presentation is all about content loyalty that stands the test of time against changes to these platforms.

Publicado en: Marketing, Tecnología
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The Long Play of Content Strategy - Seattle Interactive 2015

  1. 1. The Long Play of Content Strategy Flickr: Jose Casimiro Matthew Brown – Moz - @MatthewJBrown - SIC 2015
  2. 2. Download this: bit.ly/LongPlayContent
  3. 3. My background SEO since 2003 Director of Search at New York Times 2005-2010 Products @ Moz
  4. 4. TFW you have to index BUZZFUDGE
  5. 5. The Platforms
  6. 6. Google
  7. 7. Content “advice” https://www.youtube.com/watch?v=y8s6Y4mx9Vw
  8. 8. RankBrain: Moar AI http://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/
  9. 9. Facebook
  10. 10. Buffer details its traffic loss https://blog.bufferapp.com/lost-traffic
  11. 11. Only 3% of News Feed is adshttp://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-is-promoted
  12. 12. Reach. It can go away. http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
  13. 13. Quick note: Read John Herrman The Content Wars: http://www.theawl.com/author/john-herrman
  14. 14. Next up for FB = Notify: http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect
  15. 15. Next up for FB = Search: http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html
  16. 16. The Storm Flickr: MattysFlicks
  17. 17. 2.5 Million Blog Posts Daily Source: Worldometer/Technorati
  18. 18. Source: Content Marketing Institute
  19. 19. 10X Content http://bit.ly/10Xcontent
  20. 20. Is there one weird trick?
  21. 21. Credit Due: Cyrus and the Moz Audience Team
  22. 22. Ranking Factors
  23. 23. Web Developer’s Cheat Sheet Moz’s SEO cheat sheet http://bit.ly/1HyQXN5
  24. 24. Whiteboard Friday
  25. 25. Less effective: Daily blog posts
  26. 26. Less effective: Beginner’s Guides
  27. 27. The challenge: ‘Things other than SEO’
  28. 28. But we’re in good hands?
  29. 29. Community is more than just tactics
  30. 30. They’re your channel experts
  31. 31. Content Goals
  32. 32. This is not a Content Goal
  33. 33. Neither is This
  34. 34. Loyalty
  35. 35. Build loyalty through return visits Source: Parse.ly
  36. 36. Source: Poynter 5X was Vulture’s magic number
  37. 37. Source: Chartbeat Content attributes that create loyalty
  38. 38. Content types that create loyalty http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
  39. 39. Reality Check: It can take 12-17 months Source: Content Marketing Institute
  40. 40. Source: Hubspot
  41. 41. Across Moz Customers: Content Creation Drops After Month One.
  42. 42. Don’t play the short game!

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