Many marketers think content marketing is a synonym for link building, and that it requires pumping up the most epic content ideas ever that will win the internet. Learn what content marketing REALLY is and how to differentiate the noise crap the gold.

1. Making Cool Sh!t
Isn’t Content Marketing
AUGUST 8, 2013: SAN DIEGO SEO MEETUP
ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO

2. What many SEOs think
content marketing is…

3. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

4. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

5. And this is a
problem because…

6. MISSING HUGE OPPORTUNITIES TO…
1. Create flywheel
2. Improve brand + credibility
3. Earn consumer trust
4. Bring consumers into funnel
5. Increase long-term organic traffic
6. Diversify marketing plan
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

7. What content
marketing actually is…

8. “
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
A technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined
target audience – with the objective of
driving profitable customer action.”
- Joe Pulizzi, Content Marketing Institute
Content marketing is about delivering the
content your audience is seeking in all the
places they are searching for it.”
- Michael Brenner, Sr. Director Marketing & Content Strategy at SAP
“

9. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

10. Get to know yourself…

11. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

12. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

13. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
DISCOVERY
TRIGGER
SEARCH
CONSIDERATION
PURCHASE
STAY
YOUR
BRAND

14. Get to know your brand…

15. ASK YOURSELF…
1. How are we currently performing?
2. What’s our USP?
3. What are our competitors doing?
4. What do we want to say?
5. What goals do we have?
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

16. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

17. Get to know your audience…

18. LEARN ABOUT YOUR CUSTOMERS…
1. What’s their typical purchasing journey?
2. What’s their needs and frustrations?
3. How do they prefer to shop?
4. How much money do they have?
5. What type of search queries do they use?
6. How do they currently behave on your site?
Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO

19. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Fix-It Frank, Technical Supervisor
Identifiers
SNAPSHOT
39-year-old male
Income = $90,000
Married, no children
Been at company 20 years
Company size = 250+
Fleet size = 500+
 Opinionated, non-confrontational but
will voice how he feels.
 Pulled in multiple directions at work, gets
overwhelmed easily.
 Has a fix-it mentality; likes to know how
everything works. Is knowledge hungry.
 Savvy researcher & internet user.
Sources of
Influence
Price
vs.
Need
Past
Experience
Reviews
Challenges
 His job is overwhelming –“It’s hard to
keep up.”
 It’s difficult to affect change internally;
his company is too slow-moving.
 Corporate office makes decisions that
impact his team’s job performance.

20. This ain’t real…

21. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
BRAND MESSAGE:
• Not your dad’s system
• More than an expense
• Simple & easy
RESULTS:
• 5% lower bounce rate
• 15% more organic traffic
• 10x more likely to purchase
• 40 partner links, no outreach
• Improve rankings to 1st page

22. audience + brand =
epic sh!t content marketing

23. Making Cool Sh!t Isn’t Content Marketing@ADRIASARACINO
Audience Brand Strategize Create
Need Links
Epic Sh!tPitch

24. THANK YOU!
ADRIA.SARACINO@DISTILLED.NET
ADRIA SARACINO | HEAD OF OUTREACH | @ADRIASARACINO