start-up marketing meet up
DESCRIPTION
Check out the slides that Distilled's very own, John Doherty presented at the recent New York Meet Up on Start Up Content.TRANSCRIPT
JOHN DOHERTY DISTILLED NYC
Startup ContentWrong vs Right
@dohertyjf
Today we are talking about startups and marketing, but to win long term in marketing it helps to have content.
@dohertyjf
A lot of startups, though, think of marketing after the fact, and then it’s “marketing content”, not useful content.
@dohertyjf
Most of you are SEOs. This is the startup version of “SEO content”.
@dohertyjf
#facepalm
Why Create Great
Content
@dohertyjf
@dohertyjf
Search Volume
“Dollar Shave Club” far outstrips “men’s razors” in search volume.
@dohertyjf
Increased Coverage
@dohertyjf
Traffic = money/users
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-120
3,500
7,000
10,500
14,000
4,072
5,087
6,012
11,206
12,129
13,967
Organic visitors
243% Organic Improvement
Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-120
3,500
7,000
10,500
14,000
Users go the same way
Startups Who Fail at
Content Marketing
@dohertyjf
@dohertyjf
Instagram ($1bn of nothing)
@dohertyjf
Instagram’s Site
@dohertyjf
Their Web Interface Sucks
@dohertyjf
They should have done Pinstagram
@dohertyjf
Mint.com
@dohertyjf
Mint.com’s Blog is Meh
@dohertyjf
But their product is sexy
@dohertyjf
They should have done what WePay did
@dohertyjf
HouseBites.com
@dohertyjf
HouseBites.com is boring
@dohertyjf
So is their blog
@dohertyjf
Their Flickr is AMAZING
@dohertyjf
They should be all over Pinterest. But they only have 14 images there. Missed opportunity.
Startups Who Do It
Right
@dohertyjf
@dohertyjf
Oyster.com – Doing It Right(ish)
@dohertyjf
Oyster’s Photo Fakeouts (293 Linking Root
Domains)
@dohertyjf
WePay.com
@dohertyjf
WePay Does It Right
@dohertyjf
WePay’s Publicity Stunt
@dohertyjf
Don’t just think about content on your own site either. Here are two examples of startups whose founders have big followings.
“But I’m Not Creative”
@dohertyjf
@dohertyjf
@dohertyjf
Folks who never do any more than they get paid for, never get paid for any more than they do.
- Elbert Hubbard
Industry-Shaking Content is Difficult
@dohertyjf
Difficult, Focused Work Pays Off
@dohertyjf
Step 1: Don’t Talk About Yourself
http://www.johnfdoherty.com/brand-voice-marketing/
@dohertyjf
Step 2: Audience
http://www.seomoz.org/blog/keyword-level-demographics
@dohertyjf
Step 3: Competitor Research
[keyword phrase] + guide
How to [keyword phrase]
https://seogadget.co.uk/content-strategy-generator-tool-v2-update/
@dohertyjf
Step 4: Prioritize, Resourcize, Calendarize
Start small. Get a dedicated resource (pro tip next slide) to produce one piece of difficult-to-replicate content.
Create a calendar of consistent material. Your first won’t get many links. Your second will get more. Your third will do better.
@dohertyjf
Step 4: Prioritize and Resourcize
Ahem: https://www.google.com/search?q=find+an+intern&pws=0
@dohertyjf
Our Intern Did This
@dohertyjf
Our Intern Did This
It’s our 6th most linked-to page.
It got a link from Seth Godin
Done by a 17 year-old
@dohertyjf
Step 5: Do The Hard Work
Do The Big Work (Seth Godin)
@dohertyjf
Step 6: Outreach
http://www.seomoz.org/blog/outreach-for-linkbuilding-whiteboard-friday
Remember these guys? Now it’s time for outreach.
EmailSocial mediaPR
“So Show Me How”
@dohertyjf
@dohertyjf
Actually, this guy is going to do that…
John Doherty
SEO Consultant at Distilled NYC.Traveler.Rock climber.Company Blog: http://www.distilled.net/blog/Personal Blog: http://www.johnfdoherty.com/Facebook – Public Profile
SEO Consultant – [email protected]
http://twitter.com/#!/dohertyjf
@dohertyjf
JOHN DOHERTY
Thank You Questions?
Distilled NYC