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Content Marketing Network




11/22/12                Marty Smith         1
                 martinsellingzoe@aol.com
Content Marketing Network

•   Google
•   Traffic Arbitrage
•   Culture
•   Information and Brands
•   Reputation and Algorithms
•   API’s
•   Perfect Storm
•   Idea: Create Content Marketing Network
•   Content Marketing Network Network Benefits




11/22/12                      Martin’s Marketing Blog       2
                           http://scentTrail.blogspot.com
Google

•   Google’s dominance is reshaping online commerce and marketing:
     – Google share of search traffic > 70%.
     – Google’s stress on content flooding web with keyword dense
       content:
         • Bruce Clay et al. teaching same lessons to anyone with tuition.
         • Keyword density tools such as WordVision = sophisticated and
           ubiquitous.
     – Google’s algorithm changes favor nimble, flexible platforms with
       regularly changing keyword dense content.
     – Google looks for authority and measures it by:
         • Inbound Links and reputation of those links.
         • Keyword Content and “On Page” factors.
         • Traffic and user metrics (how long, what do).



11/22/12                       Martin’s Marketing Blog                       3
                            http://scentTrail.blogspot.com
Traffic Arbitrage

•   Traffic arbitrage sites such as About.com and AskMen.com add
    thousands of words of content from multiple authors every day.
     – Site architecture and Content designed to gain search listings.
     – Search traffic sold to advertisers.
•   Traffic arbitrage is high margin after initial costs because:
     – Platform is largest investment.
     – Use of platform lowers investment cost per content created.
     – Content becomes self fulfilling and beneficial
           • More traffic truly leads to more traffic, more listings, more
             revenue and lower costs.
     – Ability to create new “products” (articles or content) is infinite and
        inexpensive compared to manufacturing or distributing hard
        goods.



11/22/12                         Martin’s Marketing Blog                        4
                              http://scentTrail.blogspot.com
Culture
   •   Culture is also shifting (chicken or egg who knows):
        – DIY (do-it-yourself) = reality with “free” tools.
        – Word-of-mouth and social networks = key.
        – Consumers difficult to reach with traditional marketing (tv,
           print).
   •   DIY Trend super fueled by new tools:
        – Free Social network sites such as Facebook.
        – Free Word Processor software (Google Docs).
        – Free Blogging software.
   •   Web’s ubiquity and morphing delivery systems (phones, tv)
       changing marketing:
        – CraigsList = destroys classified ads destroying newspapers.
        – Hulu’s free TV = one of web’s fastest growing sites.
        – SKYPE = free long distance using voice over internet.
        – Apple iPhone goes to 10MM units sold in months inspiring
           other handheld manufacturers to emulate “always on”
           connection to web.


11/22/12                       Martin’s Marketing Blog                   5
                            http://scentTrail.blogspot.com
Information and Brands


•   Steven Johhson’s book Everything Bad Is Good For You argues:
     – Complexity is new baseline.
     – New Tools (Google and video games) increase capacity to handle large
        amounts of information.
•   Capacity to manage more information is greater, time is not.
     – The Attention Economy = time is new currency:
     – 3,000 to 5,000 commercial messages seen by every adult every day,
        millions of ad messages by 30.
     – People must shut out advertising messages:
         • Reviews more important than Feature / Benefit copy.
         • Word-of-mouth = best and hardest to get advertising.
         • All marketing battle for hearts and minds
         • Ability to buy no longer special
         • Able to buy anything at anytime from a number of sources.

11/22/12                      Martin’s Marketing Blog                         6
                           http://scentTrail.blogspot.com
Reputation and Algorithms

•   Brands provide short hand to parse mountains of consumer information
•   In some ways brands are weaker:
     – Become vulnerable to price snipping thanks to free review, reputation
        and ranking tools.
     – Easy to find (Amazon.com, BizRate, Epinions) reputation algorithms
        mean everyone knows everything simultaneously.
•   One effect of DIY culture may be reduction in brand loyalty.
     – Recent CMO Study shows consumers less loyal to many consumer
        packaged brands during recession.
•   Reputation as expressed in algorithms = key to long term marketing
    success.
•   Law of large numbers (more information, more reviews) creates a higher
    baseline (one negative review can’t sink the boat or brand).



11/22/12                       Martin’s Marketing Blog                         7
                            http://scentTrail.blogspot.com
API’s

•   Software development too is changing:
     – More “open source” applications.
     – Application Program Interfaces (API’s) allow building with other people’s
        tools (OPT).
     – New software provide API’s for survival:
          • Can’t create enough variety fast enough on their own.
          • More Applications = more scale = survival.
     – Use of API transfers familiarity and legitimacy.
     – Free and open source are move viable than ever before.
     – Free = philosophical shift.




11/22/12                       Martin’s Marketing Blog                         8
                            http://scentTrail.blogspot.com
Perfect Storm

•   Marketing is in a perfect storm:
     – Traditional tools costing more, delivering less.
     – New tools (Facebook) launched, but not scaled.
     – Winners uncertain.
•   Some marketing rules do not change:
     – Do marketing first.
     – Purple is important.
     – Exclusive is a currency.
     – Customer service = very important.
•   Cash register for other marketing not sustainable (Google doesn’t care).
•   Online marketing strategy must change.




11/22/12                       Martin’s Marketing Blog                         9
                            http://scentTrail.blogspot.com
Idea: Create A Content Marketing Network

•   A Content Marketing Network is…
     – Loose affiliation of content creators using flexible web-based tools to
       create and edit content.
     – An emergent system with little centralized control over what content
       is created or how it is edited.
     – A community ruled, for the most part, by social stigma and wisdom
       of crowds.
     – Formed around a particular topic or issues shared by commercial (e-
       commerce web sites or companies) and noncommercial (nonprofits,
       colleges, university) stakeholders.
     – A shared resource possibly created by a “sponsoring” agent or
       company but dedicated to advancement of human issues and ideas
       not a single company’s profits or standing.
     – Not traditional marketing using some other means.
     – Managed for greater good as judged by community leaders.

11/22/12                        Martin’s Marketing Blog                          10
                             http://scentTrail.blogspot.com
Evolution of the Web




     E-Commerce   Content Marketing              Content Marketing Networks




Time                                             Now




11/22/12                Martin’s Marketing Blog                               11
                     http://scentTrail.blogspot.com
Idea: Create Content Marketing Network

                                                      STORE


                  Colleges & Universities -                             - Dictionary / Wiki


                        Seminars -                                             - Forum


            Mash Up Content -                                                      - Magazines (monthly editorial feature)


           Contests& Games -           Content Marketing Network                     - Professionals & Experts


  Local Search (city & state) -                                                     - Other Sites


                       Lifestyle -                                                - Wholesale & Other Web sites (SI, RX)


                   Social Networks -                                          - Buzz Team Profiles and Reviews


                                     Personals -                    - Blogs


                                              SUPER PARTNERS STORES



11/22/12                                      Martin’s Marketing Blog                                            12
                                           http://scentTrail.blogspot.com
Content Marketing Network Benefits

•   Reduced content creation costs.
     – Users create content in an emergent system.
     – Costs distributed across a network.
•   Increased organic listings and traffic they bring.
•   Flexible, responsive, constantly changing “content world”.
•   Hard for competitors to duplicate quickly.
•   Important source of market intelligence.
•   Increased brand awareness as “sponsoring agent” and Network backbone.




11/22/12                      Martin’s Marketing Blog                   13
                           http://scentTrail.blogspot.com

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Content marketing-network-090723162310-phpapp01

  • 1. Content Marketing Network 11/22/12 Marty Smith 1 martinsellingzoe@aol.com
  • 2. Content Marketing Network • Google • Traffic Arbitrage • Culture • Information and Brands • Reputation and Algorithms • API’s • Perfect Storm • Idea: Create Content Marketing Network • Content Marketing Network Network Benefits 11/22/12 Martin’s Marketing Blog 2 http://scentTrail.blogspot.com
  • 3. Google • Google’s dominance is reshaping online commerce and marketing: – Google share of search traffic > 70%. – Google’s stress on content flooding web with keyword dense content: • Bruce Clay et al. teaching same lessons to anyone with tuition. • Keyword density tools such as WordVision = sophisticated and ubiquitous. – Google’s algorithm changes favor nimble, flexible platforms with regularly changing keyword dense content. – Google looks for authority and measures it by: • Inbound Links and reputation of those links. • Keyword Content and “On Page” factors. • Traffic and user metrics (how long, what do). 11/22/12 Martin’s Marketing Blog 3 http://scentTrail.blogspot.com
  • 4. Traffic Arbitrage • Traffic arbitrage sites such as About.com and AskMen.com add thousands of words of content from multiple authors every day. – Site architecture and Content designed to gain search listings. – Search traffic sold to advertisers. • Traffic arbitrage is high margin after initial costs because: – Platform is largest investment. – Use of platform lowers investment cost per content created. – Content becomes self fulfilling and beneficial • More traffic truly leads to more traffic, more listings, more revenue and lower costs. – Ability to create new “products” (articles or content) is infinite and inexpensive compared to manufacturing or distributing hard goods. 11/22/12 Martin’s Marketing Blog 4 http://scentTrail.blogspot.com
  • 5. Culture • Culture is also shifting (chicken or egg who knows): – DIY (do-it-yourself) = reality with “free” tools. – Word-of-mouth and social networks = key. – Consumers difficult to reach with traditional marketing (tv, print). • DIY Trend super fueled by new tools: – Free Social network sites such as Facebook. – Free Word Processor software (Google Docs). – Free Blogging software. • Web’s ubiquity and morphing delivery systems (phones, tv) changing marketing: – CraigsList = destroys classified ads destroying newspapers. – Hulu’s free TV = one of web’s fastest growing sites. – SKYPE = free long distance using voice over internet. – Apple iPhone goes to 10MM units sold in months inspiring other handheld manufacturers to emulate “always on” connection to web. 11/22/12 Martin’s Marketing Blog 5 http://scentTrail.blogspot.com
  • 6. Information and Brands • Steven Johhson’s book Everything Bad Is Good For You argues: – Complexity is new baseline. – New Tools (Google and video games) increase capacity to handle large amounts of information. • Capacity to manage more information is greater, time is not. – The Attention Economy = time is new currency: – 3,000 to 5,000 commercial messages seen by every adult every day, millions of ad messages by 30. – People must shut out advertising messages: • Reviews more important than Feature / Benefit copy. • Word-of-mouth = best and hardest to get advertising. • All marketing battle for hearts and minds • Ability to buy no longer special • Able to buy anything at anytime from a number of sources. 11/22/12 Martin’s Marketing Blog 6 http://scentTrail.blogspot.com
  • 7. Reputation and Algorithms • Brands provide short hand to parse mountains of consumer information • In some ways brands are weaker: – Become vulnerable to price snipping thanks to free review, reputation and ranking tools. – Easy to find (Amazon.com, BizRate, Epinions) reputation algorithms mean everyone knows everything simultaneously. • One effect of DIY culture may be reduction in brand loyalty. – Recent CMO Study shows consumers less loyal to many consumer packaged brands during recession. • Reputation as expressed in algorithms = key to long term marketing success. • Law of large numbers (more information, more reviews) creates a higher baseline (one negative review can’t sink the boat or brand). 11/22/12 Martin’s Marketing Blog 7 http://scentTrail.blogspot.com
  • 8. API’s • Software development too is changing: – More “open source” applications. – Application Program Interfaces (API’s) allow building with other people’s tools (OPT). – New software provide API’s for survival: • Can’t create enough variety fast enough on their own. • More Applications = more scale = survival. – Use of API transfers familiarity and legitimacy. – Free and open source are move viable than ever before. – Free = philosophical shift. 11/22/12 Martin’s Marketing Blog 8 http://scentTrail.blogspot.com
  • 9. Perfect Storm • Marketing is in a perfect storm: – Traditional tools costing more, delivering less. – New tools (Facebook) launched, but not scaled. – Winners uncertain. • Some marketing rules do not change: – Do marketing first. – Purple is important. – Exclusive is a currency. – Customer service = very important. • Cash register for other marketing not sustainable (Google doesn’t care). • Online marketing strategy must change. 11/22/12 Martin’s Marketing Blog 9 http://scentTrail.blogspot.com
  • 10. Idea: Create A Content Marketing Network • A Content Marketing Network is… – Loose affiliation of content creators using flexible web-based tools to create and edit content. – An emergent system with little centralized control over what content is created or how it is edited. – A community ruled, for the most part, by social stigma and wisdom of crowds. – Formed around a particular topic or issues shared by commercial (e- commerce web sites or companies) and noncommercial (nonprofits, colleges, university) stakeholders. – A shared resource possibly created by a “sponsoring” agent or company but dedicated to advancement of human issues and ideas not a single company’s profits or standing. – Not traditional marketing using some other means. – Managed for greater good as judged by community leaders. 11/22/12 Martin’s Marketing Blog 10 http://scentTrail.blogspot.com
  • 11. Evolution of the Web E-Commerce Content Marketing Content Marketing Networks Time Now 11/22/12 Martin’s Marketing Blog 11 http://scentTrail.blogspot.com
  • 12. Idea: Create Content Marketing Network STORE Colleges & Universities - - Dictionary / Wiki Seminars - - Forum Mash Up Content - - Magazines (monthly editorial feature) Contests& Games - Content Marketing Network - Professionals & Experts Local Search (city & state) - - Other Sites Lifestyle - - Wholesale & Other Web sites (SI, RX) Social Networks - - Buzz Team Profiles and Reviews Personals - - Blogs SUPER PARTNERS STORES 11/22/12 Martin’s Marketing Blog 12 http://scentTrail.blogspot.com
  • 13. Content Marketing Network Benefits • Reduced content creation costs. – Users create content in an emergent system. – Costs distributed across a network. • Increased organic listings and traffic they bring. • Flexible, responsive, constantly changing “content world”. • Hard for competitors to duplicate quickly. • Important source of market intelligence. • Increased brand awareness as “sponsoring agent” and Network backbone. 11/22/12 Martin’s Marketing Blog 13 http://scentTrail.blogspot.com