For Converge 2015 in New Orleans. A look at how content strategy and SEO are different, but have lots of overlap.

1. The Different Worlds of
SEO and Content Strategy
Matthew Brown – Moz - @MatthewJBrown

2. Download this:
bit.ly/SEOlovesContent

3. Who the heck is this dude?
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz

4. 10 blue links were common

5. Ranking was less complicated

6. Now Google looks like this

7. And they are not big fans of SEO

8. Google’s advice for Content/SEO
https://www.youtube.com/watch?v=y8s6Y4mx9Vw

10. Our reaction: MAKE MORE CONTENT

11. Content Strategy:
The strategic planning and management of
content creation and distribution for maximum
effectiveness. Content strategy involves
elements of user experience – designing content
that is user-friendly and meets user needs.
Source: Loz James - http://bit.ly/1rjf2g2

13. 2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati

15. 67% of marketers deem
blog posts or articles as
the most effective content
format

16. Content Strategy and Content Curation

19. FB: 25% of social traffic. 1.3M shares/min
http://bit.ly/1LCSdl6

22. Source: Wikihow

23. May I interest you in some content?

24. 79% of marketers report
their orgs are shifting
to branded content
Source: Forrester Research

25. NYT paid
post was 35%
of their
shares in the
vertical Source: Hubspot

26. NPR paid
post was
55% of their
shares in
the vertical
Source: Hubspot

27. This makes life harder for Google

28. What the hell is
“great content”?
(and is it SEO?)

29. Target a
specific
persona
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5

30. Recent and
Relevant
Chegg - http://bit.ly/cheggcontent

31. The
Long
Play
Wait But Why

32. The unicorn:
10X content
Moz’s Beginner’s Guide
http://bit.ly/1GRCya4

33. A great list of “10X content”
http://bit.ly/10Xcontent

34. You gotta
stand out

35. Make it about me

37. Break the standard article template

39. This isn’t out of reach
Scroll Page Horizontally with Mouse Wheel
http://bit.ly/1IIaQCj

41. Whoa..you
can type
code here!

42. It makes
hard
concepts fun
to grasp

43. Linkable assets

44. It knows its personas

45. Attention span

46. Life after publish

47. It's about me

48. It hit all the distribution channels

49. You need a content goal

50. This is NOT a content goal

51. Buzzfeed’s
P.O.U.N.D.
http://twitter.com/daozers

53. How network diffusion works
http://bzfd.it/1GTi2u1

55. Old way:
Get all the
links and
shares to
the hub

56. New way:
Publish to
all the
streams
that work for
your audience

57. The Goal: Loyalty

58. You’ve got precious little time for initial PVs

59. It improves a little if your traffic is 20% social

60. Build
loyalty
through
return
visits
Source: Parse.ly

61. Source: Poynter
5X was
Vulture’s
magic
number

62. Source: Chartbeat
Content
attributes
that create
loyalty

63. Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder

64. The bad news:
It can take 12-17
months
Source: Content Marketing Institute

65. Tools: Content Audits
Great guides here from ipullrank, Buffer, and Inflow

66. SEMrush
Tools: SEMRush to check competition

67. Tools: ROI Calculator for scope
Siege Media

68. Tools: Buzzsumo for measurement
Buzzsumo

69. Tools: Rolled-up metric to track

70. Moz Content
Coming soon: Automation for
these content challenges

73. The good news:
Google is headed where
you’re headed