The State of Content Marketing: An Interview With the Speakers of #MozCon |
The State of Content Marketing: An Interview With the Speakers of #MozCon Posted: 23 Jul 2012 08:03 PM PDT Posted by gfiorelli1 This post wraps up the three-part post series that includes the "The State of SEO" and "The State of Social Media" multi-author interviews. Today, the MozCon speakers share their thoughts, beliefs, and suggestions about an old friend of any marketer that regained its fame over the past few months: Content Marketing. Out of all the disciplines that make up Web Marketing, Content Marketing is surely the oldest. It was an established discipline before the web as we know it was even invented. However, thanks to updates like Panda, it seems that SEOs have finally understood the importance of Content Marketing. As with any new idea, they can't stop talking about content of all kinds, from blogging, to video, to data visualization, to gamification, and more... While this renewed interest in Content Marketing is something I'm absolutely thrilled about, I fear that this craze might open the door for a superficial and not-critical approach to possibly the most difficult web marketing discipline of all: Content Marketing. Question: The first thing I am going to ask is more of a request than a question: may we all try to avoid using the “Content is King” phrase in this interview? Content is at the base of any potential web marketing success, but I consider that phrase chopped, overused, and – worst of all – misused. Content is essential, but that phrase is misleading as content without all the other web marketing disciplines may risk being just that: content. Content might be wonderful and relevant, but ignored without the correct marketing practices. Do you agree with this statement? What is your take? Mike Pantoliano: I think you’re exactly right. I can’t stand "content is king." If a blog post or presentation uses the phrase, or any other web marketing platitude for that matter, they’ve lost me. This is where SEO fits in perfectly. It’s our job to ensure that content gets in front of the right people. Great content makes that job a lot easier. I certainly agree that content is not this “if you build it, they will come” situation. Don’t believe me? Look at the graveyard of failed infographics out there. Question: Over the last 12 months, Content Marketing has been portrayed as a recent invention. I have never read so many posts written about content in one year, especially in the SEO blogs. I find this occurrence quite funny as Content Marketing has always existed, even before web marketing itself. Do you believe that this focus on content is a sign of maturity that has reached the SEO discipline, or it is because the only way to obtain lasting success both in Search and Social Media Marketing? Worse, is the recent focus on Content Marketing becoming another fashion trend in the SEO world? Peter Meyers: I’m not sure I’d use the word “maturity,” but I do think it’s a natural evolution. Look at analytics – we all chased hits, then page views, then unique page views, then conversion metrics, etc. Each time, the majority of people acted like the current obsession was something they knew all along, even though they still had tunnel vision and were really 3-4 years behind the people who really got it. People paying lip service to content marketing like it’s some brand new discovery don’t get it, and they don’t see the big picture. Mike Pantoliano: I think you said it. It’s a sign of maturity of the industry. Something needs to be created in order to get links, just as something needs to be created in order to get mindshare, market share, sales, coverage, tweets, etc. Publishing platforms like WordPress and Tumblr, among others, allow more people to produce content. The explosion of content is astounding. So it makes some sense that people would become more interested in content as a strategy. Finally, the Google tax continues to rise. All those small businesses that ignored the Internet for years, and then stubbornly used it while holding their collective noses, are now realizing what it can do for them. But they need alternatives to the rank-high-quick schemes.
At iAcquire, we’ve bet the farm on content marketing and it’s such a challenge to get a brand to let us place even high quality content on their sites. Brands typically think of their sites as a way to advertise and pull from users rather than a way to answer questions and entertain. Obviously a lot more are coming around and you have brands like Coca Cola, Red Bull, and Old Spice leading the change, but they are not the norm. The other issue is that a lot of times we are championing content as an overnight success done on a shoestring budget (for example, the Dollar Shave Club video), but then we find out that there was some large agency (in this case BBH) with the appropriate budget that pushed the content via a service like Sharethrough and it’s not the organic and viral success that we make it out to be. I don’t think we’re maturing in practice because much like link building a lot of that conversation just isn’t pragmatic at this point. Question: Before starting my career as a web marketer, I spent many years working in the television industry as Head of Programming. My main duty was to decide what movies, series, etc. we would broadcast and at what times. One of the classic disputes was – and still is – what content we needed to buy and produce. Should we follow what Nielsen was telling us was working, or should we emphasize our own opinions to be consistent with our vision and run the content that we wanted people watching. My team finally chose the latter to avoid a leveling in the quality of our programming. I see worrying signs of the same issue (but on a larger volume) in what content strategy businesses decide to follow. If people want infographics, they are given infographics; if people want posts just about two or three topics, let’s write just about those topics; and so on. It seems that the more I surf the Internet, the more I see the same content everywhere. Am I alone, or do you experience the same findings? If so, what should be at the base of a content strategy that a business should follow? Peter Meyers: It’s really tough because we’re content producers, and we’re surrounded by content producers, so when there’s a trend or meme, we see it pounded into the ground. We’re not the end-consumer in most cases. The industry naturally chases trends, and they wouldn’t do that if it didn’t work at all. Obviously there’s a lot of mediocre content out there, but it’s hard to say that chasing the trends is completely wrong. I think it depends a lot on your audience, and it’s a difficult balancing act. Mike Pantoliano: I don’t think we have to worry about the web being flooded with shit content. It already is! And yet, the best content still manages to bubble to the top. Consider the trash magazines at the supermarket near the checkout. Have you ever read the headlines? They’re essentially just clickbait blog posts. “10 ways to lose that belly fat for summer!” That will always exist. And for that reason, no one’s making any connections with the producers of that content. It’s transient. I wouldn’t call myself a content strategy expert, but since you asked, I’d tell any business to skip the clickbait lists and create something that is genuine and unique. There are always those who are willing to simply follow the advice of others blindly without thinking about whether it makes sense or if it’s right for them. So, yes, I’m rather tired of stitched together infographics. I find many of the headlines and formats for blog posts to be rather stale. I believe content should be authentic and tailored to your specific industry and vertical. A highly technical industry may not want infographics but instead want white papers. Videos might be a great match for one industry but lousy for another. Giving users what they’re asking for can be smart, but switching things up can keep users engaged. In the end, it’s the businesses that take risks on new topics or content types that wind up winning. And that’s exactly it. Ultimately, brands need to be committed to telling a story and to that point SEOs need to learn how to sell a big idea and then weaving that thread throughout all of the strategic content that is created. Content should never be an isolated incident, it needs to be a part of a bigger story. Folks will always jump on the bandwagon – infographics are hot right now. Elf Yourself spawned all sorts of copies and derivatives. Something else will show up later. But that’s how a lot of this stuff evolves. So believe it or not, I think it’s OK, because online these trends happen much faster, and you don’t see folks getting mired in one kind of content (reality TV, anyone?). Question: One of the biggest misunderstandings I see is when people consider “content” a synonym for “written content,” while – in my opinion – everything on a website must be considered content. This includes:
Even though there is no obligation to include the above factors in a Content Marketing strategy, small business this side of web marketing are sure to assume a central role, which means more investments and bigger budgets. As a consequence, many small businesses say they cannot fight against big brands. What would you says to businesses owners and marketers who complain about the costs of Content Marketing? Peter Meyers: Although I’m not sure I’d define “content” that broadly, I definitely agree with the concern. Too often, I’ll talk to a small business which is generating fluff to cover up the unfortunate fact that their product or service just isn’t very good. A bunch of words slapped on a page aren’t going to save you if you suck at what you do. Content is an extension of your core business and the value proposition of your product or service. Without that core, you’re building everything else on a very shaky foundation. Mike Pantoliano: Well, the first thing I’d do is tell them that they’re right. It’s a serious struggle. Then I’d tell them, “Hey, listen. Content is king.” Then I’d bill them. But seriously, I think the best strategy for a SMB is to focus on what makes them unique, target an audience, build something for that audience, make sure that audience knows about it, rinse, and repeat. Every small business has someone on staff that’s an expert at something, even if it’s just in their local area. Finding ways to harness this expertise and get it into the world presents a long term, low-cost content marketing solution. Creating compelling and authentic content is an investment in your business that can pay long-term dividends. Those are assets. Why go to the trouble to invest in PPC and drive them to a brochure-ware site? Why start to have a social media presence if you’ve got nothing of your own to share? I’ll steer clear of this question otherwise, because the best online content is a tiny fraction of the cost of traditional stuff, and saying it’s too expensive is a little ridiculous. Question: On the contrary, how would you tell big brands that web marketing (and Content Marketing as a part of it) is something that needs velocity and alertness, and that their bureaucracy may kill their web marketer’s (in house and agencies) efforts?
Marketing innovation is accelerating and if you’re not keeping up you’re being left behind.
I don’t see many big, traditional companies making smart moves, content-wise. Turf wars between marketing teams, branding teams and others seem to block progress at every turn. Question: I consider a good content strategy one that is able to “recycle” its content production in every possible online channel. It is in that “recyclable” content strategy that I see the secret of inbound marketing. Is this theory correct? If so, what is the process you follow? Peter Meyers: While it’s certainly smart to re-use bits and pieces of what you’ve built, I tend to think that the best content only fits in certain channels. What works for video or an infographic might make a lousy e-book or blog post, for example. I think the best content marketing is paired appropriately to its channel, and not all combinations work. Recycling may be cost-effective and a sound strategy at times, but you can definitely push it too far. Give a presentation at a conference and you’ve also got yourself a handy SlideShare deck. Write an awesome how-to guide blog post and you can turn it into an eBook. Hold a Google+ Hangout On Air and then you’ve got a YouTube video as a result. Not everything has to fit into this multi-channel model but when you’re mapping out your content strategy you want to take an inventory and think creatively about how to get the most out of your assets. Question: Let’s talk about specific Content Marketing tactics. What do you like and dislike? What are your best tips about:
Peter Meyers: I think we all naturally gravitate toward the channels that fit our skill-set, so it can be really tough to compare and contrast. I don’t do much video work, because frankly, I’m not good at it. There are definitely times when I see the appeal and effectiveness, though. In general, I think diversity is important. Too many people bad-mouth email marketing as outdated, for example, but it’s still incredibly powerful, and maybe even more importantly, it’s Google-proof. If you build up a solid list of 10K+ subscribers that regularly read what you send them, it doesn’t matter what the algorithm does. That’s critical in 2012. I also think it’s important not to get carried away and try to fit every round peg into a square hole. The obvious example right now is infographics – people try to turn everything into an infographic, even when it’s not visual, just because they think that’s what’s hot. So, we end up with some real crap, because they’re picking the tool before they understand the job. Every channel has its place.
Video marketing is very under-utilized. It’s tough to get buy-in for it and companies shy away from things that do not look professionally shot. The reality is that video is the future, and now is the time to test the waters, get experience, and make mistakes. You do not want to get started with video marketing in a few years – your early videos will look very amateur then!
Question: This last question is about mobile. We have discussed the importance of mobile for SEO and Social Media in the previous two interviews, but it is also important for Content Marketing. What are the challenges that mobile presents to Content Marketing, and what new approaches to content marketing do you see working? Of course, the current challenge is simply ensuring that your content is optimized for multiple screens: desktop, phone, and tablet. I think at some point we’ll move beyond that to thinking about what kind of content might make sense for those in the mobile context. It’ll certainly be interesting to find out. I don’t, however, see it as a revolution. Mobile is another channel. The devices are revolutionary, insofar as they can deliver video, audio, photos, etc. from anywhere, and read them anywhere. But the channel is an incremental expansion of the internet. That doesn’t reduce the importance. It just means you don’t have to revamp your whole strategy to capitalize on mobile. Adjust a little, tweak your site to perform well on mobile devices, and you’re set. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
Coming to #MozCon? Tips for Your Conferencing. Posted: 23 Jul 2012 07:00 AM PDT Posted by Erica McGillivray I'm so excited to meet all of you coming out for MozCon this week. Like many of you coming for MozCon, it's my first one too. Here are some n00b tips (and a few refreshers for those long-time MozCon attendees) to help you out. Welcome to the PacificNorthwestYou're probably wondering what to pack in your suitcase. Should you bring an umbrella and rain jacket? Should you pack shorts and sunglasses? My recommendation: both. This week's weather is predicted to range from mid-50s to the 80s. In Seattle, bringing something for the rain is never a bad idea. Plus, you'll be indoors at the Westin -- hotels are some of the few places in Seattle with air conditioning -- so you'll want to factor that in. Don't worry, we'll have a coat check on the fourth floor for your stuff. If you're wondering about dress code, it's true that we wear flannel and blue jeans 365-days a year. Dress in what makes you comfortable around your industry peers. Whether you're tailored to perfection like Joan Holloway or look more like a lumberjack, you'll fit right in. I'll be wearing jeans and my staff shirt for all three days. Make New Friends, Connections, and Meet the SEOmoz StaffThere are going to be ~750 people at MozCon this year. Bigger than ever! One of the most wonderful things about MozCon is the chance to meet other SEOs and inbound marketers. Whether you're saying hi to someone you only knew on Twitter or making a new friend while tossing a bowling ball, you'll find yourself rubbing elbows with geniuses all week long. Plus, there will be SEOmoz staff a-plenty for you to chat with. Feel free to ask anyone wearing an "I'm with Roger" t-shirt what it's like to work at the Mozplex or just where lunch is. These people are here to help you! Great Content Automatically Available for YouWe're super excited this year to use our MozCon Live site: http://www.seomoz.org/mozcon-live. (Sorry, friends, this isn't quite ready for you to see!) Here, you will be able to see agenda, find out more information about parties and the speakers, watch the Twitter hashtag #MozCon, and download the speakers' slide decks as they present. Also, you can ask your q&a questions for the speakers here! For those community members who can't make it, you can join in a bit of the fun and knowledge. Check-in HereOur Registration area is located on the second floor of the Westin. There you'll be able to pick up your MozCon badge and swag. All you need is a print out of your ticket or photo ID. Bacon, Bacon, Bacon: We Feed YouYour MozCon ticket comes with breakfast, lunch, and two snacks. Due to popular demand, there will be bacon for breakfast one morning. We should have plenty of options for all sorts of people: carnivores, vegetarians, vegans, lactose intolerant, etc. Or those who only eat ice cream and cupcakes. Breakfast and lunch will be located on the second and first floors of the Westin. (The main hub of activity, including the main show, is on the fourth floor.) Additionally, at our night meetup on Wednesday at the Hard Rock, we'll be providing appetizers. On Thursday for the big Garage bash, we'll have food, drinks, karaoke, bowling, and more. Got Social Media?On the Twitters, we're #MozCon. Don't forget to RSVP on our Google+ event page. Meet Roger and Hug the Cuddliest Robot Around!Roger will be making appearances so you'll be able to get a photo op with him. Don't be shy as Roger's thrilled to meet you. Give him a hug! His photo booth is located on the fourth floor, and there will be a sign with all the times for his appearances, so you won't miss him. Wireless Connections, Oh My!Those of you who went last year probably remember that we had issues with wi-fi. We're working to make wireless happen, but we need your help. To make our wifi connection strong and out of courtesy for other attendees, please only hook 1 device up to our wifi. Also, refrain from using mifis, hotspots, or any other personal wireless network creator as with over 1,500 wireless devices in the room, these signals may work for you, but degrade the main wifi signal for everyone else. If you are having a problem connecting to our wifi signal -- and you seem to be the only one -- please ask any SEOmoz staffer to assist you. There will be table tents with wireless network and password information. Overflow Room: 5th AvenueNeed to do some heads down work? On the fourth floor, we'll have the 5th Avenue room open for you. There will be a live feed of what's happening on the main stage. But if you need a break or a corner to tuck in for a while, this is a great place. Listen to LauraThe fabulous Laura Lippay from How's Your Pony? will be emceeing MozCon. She'll be introducing our wonderful speakers, sorting through q&a, and generally keeping the show running. If she asks you to jump, time to jump. Have a Wonderful Time in Seattle!Check out Jon's recommendations for coffee shops and Rand's recommendations for food. Seattle is ridiculously amazing. Photos of SEOmoz events by Rudy Lopez. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
You are subscribed to email updates from SEOmoz Daily SEO Blog To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
Google Inc., 20 West Kinzie, Chicago IL USA 60610 |