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John Carcutt
Director of SEO & Social Media
presented by
The “New” Content
Marketing Landscape

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Advance Digital
One of the largest local media companies in the US

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Advance Publications
The parent company of Advance Digital and CondeNast

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Advance Publications
The parent company of Advance Digital and CondeNast

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Who is this guy?
Why should I take the time to listen to him?
John Carcutt
Director of SEO & Social Media
Advance Digital
Follow on Twitter @johncarcutt
• 12 Years in SEO and Online Marketing
• SEO Teacher and Speaker, University of Miami, National & Local Level
• Published on most major online search publications and news sites.
• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO
• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.

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What is it?

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“It’s a marketing process to attract
and retain customers by consistently
creating and curating content in
order to change or enhance a
consumer behavior.”
Joe Pulizzi – Content Marketing Institute

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Credited with creating the first Content Marketing Campaign

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• 1900 – Michelin develops the “Michelin Guides” to help drivers maintain
their cars and find decent lodging.
• 1904 – Jell-O distributes free recipe book that leads to $1 million in sales by
1906.
• 1930s – P&G creates and sponsors radio “soap” operas.
• 1982 – Hasbro partners with Marvel to create G.I. Joe series of comic
books, which leads to a revolution in the toy industry.
• 1987 – LEGO launches Brick Kicks magazine (now LEGO Club magazine)
• 2004 – Microsoft launches Channel 9, one of the first corporate blogs from
a major brand.
• 2007 – BlendTec develops Will It Blend? video series.
• 2008 – American Express launches Open Forum.
• 2008 – P&G creates BeingGirl.com for adolescent teen girls.

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The Internet!

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Now there is a debate.
Content Marketing
or
Inbound Marketing

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Most traditional advertising
mediums are moving online.
Content Marketing is moving
with them.

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The 7 Layers of ContentThe 7 Layers of Content
Interactive Based
Document Based
Software Based
Audio Based
Video Based
Image Based
Text Based

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The 7 Layers of ContentThe 7 Layers of Content
InteractiveDocumentsSoftwareAudioVideo
Text Based
• Blogs
• Sponsored
• Articles
• Email
• eBooks
• Brochures
• Manuals
• Case Studies
• Social Posts
• Guides
• Press Releases
• Data Sheets
• White Papers
• Workbooks
• Etc.

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The 7 Layers of ContentThe 7 Layers of Content
Interactive Based
DocumentsSoftwareAudioVideo
• Contests
• Sweepstakes
• Voting
• Webinars
• Guides
• Courses
• Widgets
• SaaS
• Sponsored
• Data Sets
• Etc.

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Yep, it’s overwhelming.

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1. Know “why” you are doing it
2. Know “who” you are speaking to
3. Know “what” you want to happen

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1. Lead conversion & nurturing
2. Customer loyalty/retention
3. Customer up-sell
4. Passionate subscribers
There are a number of possible business goals you can have.

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1. Revenue
2. Lower expenses
3. Happier customers
The return on any one of the those goals should have a direct
impact in one of these areas:
.
“How are customers and prospects who engage with my
content different from those who don’t?”

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1. Who are they, how do they spend
their day?
2. What are their needs, how will your
content ease their pain points?
3. Why do they care about us, how can
we grab their attention?
You need to understand your audience
and build persona(s).

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This is about defining your “Editorial Mission
Statement”.
Once you know the Why and Who you
can create the focus.
This is not a focus on your products & services,
but on the needs of your personas.

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Create a “Voice” based on your company’s
persona
Keep your “Voice” consistent
Slightly modify your Voice for specific
customer personas if needed

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Content
Optimization
Socialization
Promotion

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1. Sponsored Content
2. Video Distribution
3. White Papers
4. Micro Website
5. eBook

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Create content campaigns which help ease
customer pain points
Focus on specific customer personas (shotgun
approach will not work)
Become a knowledge center not an advertiser
You need a long term commitment

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Thank You!
I hope you found this useful.