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Creating Blockbuster Content (SMX Advanced 2014)

For years, when it comes to content creation, the industry has taken a 'good enough' approach with regards to the quality of the content. With Google's Panda release, Facebook and other social channels increasing their focus on filtering out low quality content, and the increase in volume of content in general, you have to really understand why you make content and how to make it really quality for your readers. This presentation offers guidance on how to approach content marketing, how to pick the right topics, and how to make sure your content succeeds.

BrentCsutoras
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Creating Blockbuster Content (SMX Advanced 2014)

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  1. www.kairaymedia.com

  2. Quality > Quantity Before: More Content = More Success • • Traffic, Links, Rankings, Signals Just good enough standard www.kairaymedia.com

  3. Quality > Quantity Now: Focus Shift Towards Real Quality (Too much content) • Google Panda was released in February 2011 (currently on V4). The change aimed to lower the rank of "low-quality sites" or "thin sites”. www.kairaymedia.com

  4. Quality > Quantity Now: Focus Shift Towards Real Quality (Too much content) • Facebook Timeline Changes • Announces effort to show higher quality content - Aug 2013 • Determined by survey and signals • Introduces ‘story bumping’ – Aug 2013 • ‘we’re updating bumping to highlight stories with new comments.’ – Dec 2013 • Reduce Meme and 3rd Party Images – Dec 2013 • Reduce (penalize) Like-baiting content – Apr 2014 • Reduce automatic third-party shares and updates – May 2014 www.kairaymedia.com

  5. Quality > Quantity Future: Quality is Relative to You • • • • • Mobile Friendly Loads Fast Social signals Author Rank Engagement! www.kairaymedia.com

  6. What is Quality? • Resourceful, Helpful, Interesting • Infographics, How-To Guides, Long Form Content www.kairaymedia.com

  7. What is Quality? • Quality is in the eye of the reader • Quality varies from person to person • Quality is defined by your goals • Exceptions to the rule, don’t negate the rules www.kairaymedia.com

  8. What Determines Quality? • • Social Signals Source / Author • Author Rank Engagement • Always been in our minds… Now coded www.kairaymedia.com

  9. How to Create Quality Content • • • • • • • Coming Up With Ideas Determine What Works (Research) Find the Balance Be the Resource! Expand Your Concept Format Remove the Roadblocks www.kairaymedia.com

  10. Coming Up With Ideas • What Sells? Profitable? • Then look to related popular topics Keyword Research • Tools, Adwords, etc Tags • Twitter, Facebook, Google+, Blogs, etc… Search Engines • Best, Greatest, Top 10 (15,20,25,etc) Social Sites • Reddit, Care2, Google+ Include Everyone! • • • • • www.kairaymedia.com

  11. Determine What Works • Social Signals • Enagagement • Facebook, Google+, Twitter Comments • Facebook, Google+, Site Content • www.kairaymedia.com

  12. Determine What Works • Inbound Links • Especially if you want natural links • Webmaster Tools (Bing & Google) • Moz, Technorati, etc • Google search URL or Title Continue Testing • Review comments, signals, and analytics • Try new things • www.kairaymedia.com

  13. Find the Balance • Not Unrelated, Not Too Commercial www.kairaymedia.com

  14. Be A Resource! • Solve a problem, question, or curiosity • Support forums • Customer reviews • Obvious gaps in industry www.kairaymedia.com

  15. Be A Resource! • Buy process importance • 81% of US respondents indicated posts from their friends directly influenced their purchase decision ~ Forbes www.kairaymedia.com

  16. Be A Resource! Evolving Buy Cycle • Buyers are 66% to 90% done with buying process before visiting vendor ~ Forrester “Buyers of business products and services are online, in social channels, on YouTube, going to events, and evaluating options on their iPads and smartphones.” www.kairaymedia.com

  17. Be A Resource! Evolving Buy Cycle The buyer’s journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use as a graphical representation. www.kairaymedia.com

  18. Expand Your Concept It Can Always Be Better! •More to the story? •Happened before? •Does it relate to current events? •Unanswered questions? •Quick Search and Social lookup •Add quotes and references •Link out to related information Be at least a little better than the competition. www.kairaymedia.com

  19. Format • Provide Quotable, Shareable, Linkable Text Excerpts www.kairaymedia.com

  20. Format • Break Paragraphs for Easy Skimming • One idea per paragraph www.kairaymedia.com

  21. Format • Use bulleted lists www.kairaymedia.com

  22. Format • Use Images to: • Summarize Concepts • Break Up Content • Provide Something to Share in Social www.kairaymedia.com

  23. Format • Check Mobile View • Can they read it? • Can they share it? • mobiletest.me Check Load Speed • developers.google.com/spee d/pagespeed/insights/ • www.kairaymedia.com

  24. Remove the Roadblocks • Avoid (When Possible) • Anything Audible www.kairaymedia.com

  25. Remove the Roadblocks • Avoid (When Possible) • Commercial Elements • Shopping Cart Buttons • Navigational / Categories • Large Contact Numbers • Referral based? www.kairaymedia.com

  26. Remove the Roadblocks • Pop-ups • Signups, Follow Us, Advertisements • Know your audience www.kairaymedia.com

  27. Remove the Roadblocks • Outdated Features • Calendar, Tag Cloud, Counters, Old Social Buttons • Distractions from Content • Ads in content www.kairaymedia.com

  28. TL;DR • Understand the evolution of content • Not a checklist anymore • What is Quality and How is it Determined • Know the Authority signals • Content Creation • Coming up with ideas • What works • Be a resource! • Format • Remove the Roadblocks www.kairaymedia.com

  29. Connect With Me… Facebook.com/kairaymedia Facebook.com/brentcsutoras +kairaymedia +brentcsutoras www.kairaymedia.com @kairaymedia @brentcsutoras www.kairaymedia.com

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