Death To Demise: Everything You Know About Content Marketing Is Wrong By now, we've all heard the news: The content apocalypse is upon us, and the days of finding success via content marketing are over. There's simply too much content being produced for it to be effective or garner engagement. Even worse, even the content that earns engagement does not get read, earn links or convert. Don't fall for this ruse. Content marketing, when done right, can be very effective.

1. DEATH TO DEMISE: EVERYTHING
YOU KNOW ABOUT CONTENT
MARKETING IS WRONG
Ronell Smith
ronell.smith@moz.com | @ronellsmith

2. The Negotiator

3. Heat

4. Hannibal Lecter

5. Hannibal Lecter

7. Engagement is a POOR
CHOICE for a goal.

8. How can this be?
WCG

9. The struggle is real
Forrester

10. 96% of B2B marketers flopping!

11. Engagement should be
a goal; it shouldn’t
be the goal.

12. Using
engagement
as
a
core
metric
is
an
excuse
for
being
unwilling
to
iden5fy
why
your
site
exists.
–
Avinash
Kaushik,
Google

13. Spy on content popularity and type

14. Peruse
Google for
additional
details

15. Find links to popular content

16. Brand trust is
ESSENTIAL

17. Taking trust to the extreme

18. Positive ubiquity

19. I’m
here
for
you.
Don’t
make
this
creepy.

20. Steve Jobs
humanized
the iPhone
launch

21. Allstate
makes buying
insurance
interesting

22. Blendtec’s
CEO excited
us about a
boring
product

23. Opportunities beyond the top 10
YouMoz

24. Brand bias can work for your
brand

25. Making it work for your brand…
macinhery image
Make Trust Work For Your Brand

26. Weekly videos

27. Podcasts with influencers

28. Use staff expertise on social media

29. Whatchu
talkin’
‘bout,
Ronell?

30. Where the journey typically begins

31. Yawn…

32. P.O.U.N.D
POUND

33. Network diffusion at work

35. Old
Way:
BUILD
links
to
CONTENT
Comdata
SVS
Link
Link
Link Link
Link Link
Link
Link
Website
Content
Link

36. New
way:
SHARE
content
to
RELEVANT
social
streams
Links
Content
Website
Content
Links
Links
Links
Content
Content
Content

37. Content Loyalty: The Prize We Should
All Be Fighting For

38. The
shortest
path
to
a
sustainable
content
strategy
is
to
create
content
loyalty.
—MaWhew
J.
Brown,
Moz

39. Your time is limited

40. A social hit buys you a little more tim

41. Your
opportunity
Parse.ly

42. Vulture’s
magic
number:
5X
Chartbeat

43. Content
attributes
that lead to
loyalty

44. Hubspot

45. The bad news is the
good news: It’s a
12-17 month process

46. The
majority
of
brands
will
con5nue
to
crash
and
burn
because
they
lack
the
consistency
or
the
pa5ence
to
build
a
loyal
audience.
—Joe
Pulizzi,
Content
Marke5ng
Ins5tute
Content Marketing Institute

47. Begin with a
CONTENT AUDIT

48. You
CAIN’T
be
serious!

49. An in-depth process
Mike King Content Audit Template

50. Calculating content ROI
Content
ROI
Calculator

51. BuzzSumo

52. BuzzSumo

53. A simplified but valuable approach

54. Moz Content

55. Moz Content detailed info

56. Moz
Content
topics
data

57. Moz Content’s Content Search

58. There is no such thing as
can’t!

59. Tools
• Open
Site
Explorer
• BuzzSumo
• Moz
Content

60. Ronell SmithRonell Smith
ronell.smith@moz.com| @ronellsmith
THANK YOU