Presentation from Moz.com webinar performed on 12-17-2013. Video from the presentation can be found shortly here: http://moz.com/webinars

1. Content Marketing in Boring Industries
Ross Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com

2. Most of us don’t get to
make content like this.

3. Or this.

4. Or this.
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5. Instead, we’re in
charge of content
like this.
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6. And we’ve got to promote that.
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7. For us, day to day
marketing involves
promoting websites
that aren’t BuzzFeed.
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9. STEP ONE: CONTENT STRATEGY
1
3
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2

10. DEFINING BLOG FOCUS
Building content in
boring verticals may be
difficult if you remain
vertically siloed.
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11. Build in-depth personas
so you know what kind
of content your buyers
are looking for.
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12. Buffer is a social media
sharing platform, but their
buyer persona loves many
other things, so they blog
about it. Well.
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13. It gives their site an
incredible reach. For your
boring-site blog, it may give
you just enough reach to
break out of restrictive topics.
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14. Credit Card Processing Blog? No.
Credit Card Blog? Yes.
Small Business Blog? HELL Yes.
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15. FOCUS ON BUILDING THE BEST
DIGITAL EXPERIENCE POSSIBLE
https://www.channellock.com/category.aspx?zcid=134

16. FIRST IMPRESSIONS ARE MORE
IMPORTANT THAN EVER
http://www.lingscars.com/
You are less likely to
get repeat chances in
boring industries.

17. Your product doesn’t have to
be cool, but your story does.
Quote Source: http://bit.ly/1cBcvJ1

18. DON’T TAKE YOURSELF TOO SERIOUSLY
http://www.movoto.com/blog/

19. You must build competency in driving
visits to your site without many blog
subscribers or email subscriptions.

20. In boring industries, readers are still often
very willing to make small commitments.

21. STEP TWO: CONTENT DEVELOPMENT
1
3
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2

22. BUILD LONG-TAIL CONTENT PEOPLE WANT
http://www.ubersuggest.org

23. GET CONTENT DEVELOPMENT BUDGET
WITH COMPETITOR COMPARISONS
http://semrush.com

24. BUILD LONG-TAIL CONTENT YOUR
COMPETITORS ALREADY BUILT
http://semrush.com

25. MATCH KWR AGAINST EXPECTED LINK #S
If there are high RD
link numbers, and
you can make the
best resource, you
probably have good
potential there.
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26. BUILD LINKABLE CONTENT
INTO LANDING PAGES
http://geappliances.com/products/water/water_softeners.htm

27. BUILD LINKABLE CONTENT
INTO LANDING PAGES
http://www.geappliances.com/products/water/water_heaters.htm

28. MAKE YOUR JOBS CONTENT
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29. MAKE YOUR LOCATION CONTENT
http://moz.com/blog/the-complete-guide-to-link-building-with-local-events

30. MAKE YOUR SUCCESS CONTENT
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31. BUILD NATIVE CONTENT

32. CREATE SURVEY CONTENT FOR CHEAP
It only costs $150
to get a statistically
significant (and
interesting) survey.
http://www.google.com/insights/consumersurveys/home

33. GENERATE CONSUMER DATA ON YOUR SITE
http://www.softwareadvice.com/crm/userview/crm-survey/

34. BUILD A “SOLVE THE PROBLEMS” SECTION
PROTIP: Ask
customer service
reps for commonly
asked questions.
http://www.homedepot.com/c/project_how_to

35. BUILD CITY SPECIFIC CONTENT THEN USE
STUMBLEUPON OR FACEBOOK ADS
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36. WRITE BETTER TITLES FOR YOUR POST/PRs
http://bit.ly/1byW9vR

37. GET VIRAL MARKETING INSPIRATION
FROM LAUGHING SQUID
http://www.laughingsquid.com

38. STEP THREE: CONTENT PROMOTION
1
3
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2

39. INCLUDE SHARE BUTTONS,
BUT DON’T EMBARRASS YOURSELF
Yes.
No.

40. LOWER COVERAGE FRICTION
Make the press
section easy to find.
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41. LOWER COVERAGE FRICTION
Make contact
information easy to
locate on the
press/news page.
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42. BUILD A PRESS SECTION THAT
DOESN’T HURT TO LOOK AT
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43. BUILD A NEWS RELEASE FLYWHEEL
Good content.
Twitter dedicated to PR.
Email Press List.
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44. CONSIDER BULK PR PACKAGES
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45. SEARCH “SITE:REDDIT.COM POST SUBJECT”
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46. ENGAGE & NURTURE INFLUENCERS
WITH HIGH-VALUE VERTICAL ROUNDUPS
TIP: Include your
best posts, don’t
just link out.
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47. START BUILDING TRUST WITH A
GOOD LOOKING SIGNATURE
http://www.siegemedia.com/pr-strategies-seos-havent-learned

48. Content marketing
is not a unicorn.
Source: http://bit.ly/19gc1Hy

49. Source: http://bit.ly/1bnfUKZ
The most effective
content marketers use
an average of 15 tactics.

50. Source: http://bit.ly/1bnfUKZ
The least effective
content marketers use
an average of 10.

51. 1) Test and fail.
2) Test and fail.
3) Test and succeed.

52. Content Marketing in Boring Industries
Ross Hudgens, Founder, Siege Media
@RossHudgens http://siegemedia.com