smx israel 2014 - aaron friedman - kahena digital marketing - big content strategies

BIG CONTENT

STRATEGIESBy: Aaron Friedman

SMX ISRAEL 2014

@aaronfriedman

@aaronfriedman

@aaronfriedman

LET’S TALK ABOUT

@aaronfriedman

LET’S BUILD A CONTENT STRATEGY

@aaronfriedman

LET’S ABOUT

@aaronfriedman

“Others have seen and asked …

@aaronfriedman

Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4

… I have seen and asked .”-Pablo Picasso

@aaronfriedman

Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg

@aaronfriedman

AARON FRIEDMAN

@aaronfriedman

Director of SEO at

That head pops up in all sorts of random pictures!

www.digitalhighrise.com

aaron@kahenadigital.com

www.digitalhighrise.com

aaron@kahenadigital.com

@aaronfriedman

I HAVE DONE SEO FOR SOME COMPANIES

RANKING IN GOOGLE

IS A FUNNY THING

@aaronfriedman

RANKING IN GOOGLE

IS A FUNNY THING

@aaronfriedman

and ridiculous

^

HERE WE ARE PREACHING CONTENT IS

KING

@aaronfriedman

Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20Heart%20on%20Book-251774.jpeg

BUT WE AREN’T WILLING TO MAKE

CONTENT

BTW, he didn’t really say that…

@aaronfriedman

knowing is not enough, we must apply…

willing is not enough, we must do

-Bruce Lee-

WE ARE STILL FOCUSING ON THE

WRONG THINGS

Guest Blogging

(FYI: You better stop this soon)

Keywords and volume

STAHP targeting irrelevant

keywords because they

have volume.

@aaronfriedman

WE ARE STILL FOCUSING ON THE THINGS

@aaronfriedman

WAIT…

WTF WAS THAT?

@aaronfriedman

SHAKING S#*T UP

Recent Changes

from Google

have made it

impossible to

keep the status

quo

@aaronfriedman

86 Changes in June & July 65 Changes in August & September

ALGORITHIM UPDATES

@aaronfriedman

PANDA PENGUIN

ALGORITHIM UPDATES

This is a real Google engineer consulting staff before the launch

Making a tweak to Panda just mere weeks before it went live

@aaronfriedman

NOT PROVIDED APOCALYPSE

[NOT PROVIDED] REAKED

HAVOK ON OUR

INDUSTRY

Caused us to re-think how

we do reporting.

(Remember when we used

to be able to report on

keywords)??

@aaronfriedman

Image Source: http://searchengineland.com/post-prism-google-secure-searches-172487

AND AGGRESSIVE ATTACKS FROM WEBSPAM

@aaronfriedman

( )

YOU KNOW WHAT ABOUT KEYWORD DATA?

@aaronfriedman

Image sorce? http://mentalfloss.com/article/33497/8-government-conspiracy-theories-and-how-they-could-be-right

GOOGLE TOOK IT AWAY

@aaronfriedman

GOOGLE WAS

TIRED OF PEOPLE

CREATING

CRAP CONTENT

BECAUSE THE

KEYWORDS SAID

TO

CONTENTISKING

Image Source: http://blog.dlvr.it/wp-content/uploads/2012/03/1-content-is-king.jpg

@aaronfriedman

CONTENT IS ONLY

KING WHEN

PEOPLE RESPECT

IT…

CONTENT NEEDS

TO BE

OUTSTANDING

(INCREDIBLE)

CONTENTISKING

150 BLOG POSTS IN 50 DAYS

CRAZY PANTS!

- 800% Increase in

inbound leads

- 69% Increase in Organic

Traffic

- Signed more new

customers than in any

other 3 month period in

company history

@aaronfriedman

! WE CAN DO THAT TOO

After all, I had been pushing

content is king.

• We Chose a client

• We started the journey

• And we had some

successes…

@aaronfriedman

BUT JUST CONTENT ALONE CAN BE FLAT

@aaronfriedman

Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-Stanley-10.jpg

WE NEED THE STUFF

@aaronfriedman

Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/

And IS

@aaronfriedman

DON’T JUST AND

Where you share it is

important

Sharing what your audience

wants is crucial

@aaronfriedman

This is Where WIN

Finding the balance between

what users are looking for

and what the page actually

delivers.

This is where content comes

from.

WHAT USER IS

LOOKING FOR

WHAT THE PAGE DELIVERS

@aaronfriedman

Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday

This is the marketing part

This is the analysis part

This part is f#*kin golden

@aaronfriedman

THAT’S HOW WE

NEED TO BE

THINKING

WHAT KIND OF CONTENT

DO PEOPLE WANT?

@aaronfriedman

FUN (THIS www.flatvsrealism.com)

@aaronfriedman

TIMELINESS

MATTERS

@aaronfriedman

MOVEMBER IN NOVEMBER

We changed the logo and

started talking with Waze

and Cheetos

@aaronfriedman

ADD VALUE TO THE COMMUNITY

Creating Things People Can

Use!

• 5858 Visits

• 8550 pageviews

• Avg time on page 4:18

• ~1000 Downloads

@aaronfriedman

TELL STORIES

@aaronfriedman

Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/

SHARE-WORTHY STORIES

@aaronfriedman

MAKE A BLOG SERIES

Milas Day Dreams

• Write a blog series

• Use images to tell

stories

@aaronfriedman

AFTER ALL, PICTURES ARE WORTH 1000 WORDS

@aaronfriedman

Source: http://kristinandkayla.blogspot.co.il/

West Jet: Real Time Giving Nike: Make it Count – Casey Neistat

VIDEOS WORK TOO

@aaronfriedman

http://www.youtube.com/watch?v=WxfZkMm3wcghttp://www.youtube.com/watch?v=zIEIvi2MuEk

AND DON’T FORGET CROWDSOURCING

Learn from Man At Arms

Making legendary weapons,

one request at a time

@aaronfriedman

BUT WHERE DO COME FROM??

@aaronfriedman

Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2C481

@aaronfriedman

FOR STARTERS,

DON’T RE-INVENT THE

WHEEL

JUST RE-PURPOSE IT

(unless you are MIT)

RE-PURPOSE LONG BORING IDEAS

Do a site search at Data.Gov

to find:

• long

• boring

• information

Write-ups that you can

synthesize into something

more digestible and exciting.

@aaronfriedman

OR CONSOLIDATE FROM SOURCES

Infographic consolidating

data from multiple sources

• Links

• 1420 unique visits• More than half referral traffic

@aaronfriedman

@aaronfriedman

AND BRAINSTORM

WITH YOUR TEAM

…. IT’S FUN

…. & Beer

Makes

It REALLY

FUN

A FEW YOU CAN USE

TO HELP WITH

@aaronfriedman

BRAINSTORM GENERATOR

A great place to spark ideas:

• Fill out the questionnaire

• Click

• Get a bajillion ideas

• (some might be about

poop, but they are related)

http://www.contentideagenerator.com/

@aaronfriedman

SEO GADGET CONTENT IDEA GENERATOR

Create Content people are

looking for with this ‘SEO

Gadget Tool’

Sources are from all over the

web!

Spreadsheet

http://bit.ly/1icXHVa

@aaronfriedman

Quora Scraper

Answer Questions People Want Answered with this QuoraScraper.

What conversations are happening around your:

• product

• service

• industry

http://bit.ly/1e4si09

Created by John Dohertyhttp://www.johnfdoherty.com/tool-quora-rss-importer/

@aaronfriedman

UBERSUGGEST: AUTO COMPLETE

Use Search Engine Data

Find out what queries show

up in auto-complete.

Get content ideas based on

queries that Google

recognizes as additional

variations.

@aaronfriedman

“Don’t Hit Enter”

USE SOCIAL DATA TO FIND

TRENDING TOPICS

Twitter, Facebook

Google+… all amazing

sources…

I am going to let Merry talk

more about that

@aaronfriedman

@aaronfriedman

TO SUM UP

• Valuable Content

is King

• Share Content

Users Want

• And get your

creative juices

flowing

@aaronfriedman

www.digitalhighrise.com

aaron@kahenadigital.com

AARON FRIEDMAN

@aaronfriedman

Director of SEO at