{"id":1419,"date":"2014-09-01T11:04:33","date_gmt":"2014-09-01T11:04:33","guid":{"rendered":"http:\/\/sites.uac.pt\/amendes\/?p=1419"},"modified":"2014-09-01T11:04:33","modified_gmt":"2014-09-01T11:04:33","slug":"content-marketing","status":"publish","type":"post","link":"https:\/\/sites.uac.pt\/amendes\/planeamento\/content-marketing\/","title":{"rendered":"Why Content Marketing Fails"},"content":{"rendered":"
\"Boa<\/a>

Boa apresenta\u00e7\u00e3o de slides para quem se interessa para criar neg\u00f3cios de conte\u00fados na web. Vejam igualmente as formas de visualiza\u00e7\u00e3o de dados usadas.<\/p><\/div>\n

Why Content Marketing Fails<\/span> Presentation Transcript<\/span><\/h2>\n
    \n
  • Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why Content Marketing Fails<\/li>\n
  • Download this Slide Deck bit.ly\/mozcontentfail<\/li>\n
  • Failure Sucks<\/li>\n
  • Most Content Efforts Will Fail Spike of hope Flatline of nope<\/li>\n
  • You\u2019ll Invest with the Best of Intentions<\/li>\n
  • You\u2019ll Launch with Excitement<\/li>\n
  • And it Will Suck<\/li>\n
  • And You Won\u2019t Know Why<\/li>\n
  • Why Your Content Marketing Will Fail 5 Reasons<\/li>\n
  • You Believed the Biggest Myth Content Marketing Ever Told the World #1<\/li>\n
  • We Imagine Content Marketing Works Like This\u2026 Let\u2019s go see what\u2019s on the Internet today, shall we?<\/li>\n
  • I wonder what this post Kieran tweeted is all about.<\/li>\n
  • That was an interesting. I should sign up for this free ebook download while I\u2019m here!<\/li>\n
  • And I\u2019ll just fill out their contact form with my information\u2026.<\/li>\n
  • Oh! Better not forget to follow all their social profiles while I\u2019m at it.<\/li>\n
  • You might laugh, but a lot of companies invest in content marketing on the assumption that this is how it works! Me make content. Humans click. Them buy. Me get money.<\/li>\n
  • In Reality, It Works Like This: Let\u2019s see what\u2019s on Hacker News\u2026 Meh.<\/li>\n
  • How about Facebook? Oh, right. Baby pictures.<\/li>\n
  • Let\u2019s try Twitter. Meh.<\/li>\n
  • Maybe Google+? Actually\u2026 This looks kinda interesting.<\/li>\n
  • After seeing 400+ links I could have clicked, I finally chose this one. It\u2019s a good article, and this example, naturally, resonated \uf04a<\/li>\n
  • I wonder why I like this blog so much? About a week later, I caught a link to Beardbrand\u2019s blog.<\/li>\n
  • No magic trick to grow a thicker beard?! Dammit! I\u2019d followed them on Google+, so I watched this video they shared, too.<\/li>\n
  • When my lovely wife told me that I might need to look into some mustache wax, I thought of Beardbrand. But I couldn\u2019t remember their name! Lovely Wife Imminent need for mustache wax Who were those guys that made the cool beard stuff?<\/li>\n
  • So, naturally, I searched Google: Nope Nope Nope Yes!!<\/li>\n
  • A Perfect Match!<\/li>\n
  • Say goodbye bushy handlebars!<\/li>\n
  • This is How Content Marketing Really Works: Caveman Rand explain.<\/li>\n
  • This is How Content Marketing Really Works: Me Make Content. Humans click. If them like, them remember. Maybe them see more content I make. Visit again. Me build trust, relationship with humans. When them need me product, them come back.<\/li>\n
  • Content marketing not about convert 1st visit. Or 2nd. Or 3rd. Only foolish humans think it work like this.<\/li>\n
  • Content marketing about earning familiarity, trust, and relationship.<\/li>\n
  • Maybe sale come. Maybe not. Smart cave marketer no care. Smart cave marketer know every visit chance to build relationship. Maybe earn fan. That good enough.<\/li>\n
  • The Obligation Rests on Marketers to Set the Right Expectations with Our Teams & Clients<\/li>\n
  • You Made Content Without a Community #2<\/li>\n
  • Does Content Spread Simply Because It\u2019s Really, Really Good? If this content\u2019s really good, it\u2019ll just spread \u201cvirally,\u201d right guys?<\/li>\n
  • OK, Probably Not Ha! That\u2019s a good one, Rand!<\/li>\n
  • In My Experience, Content Spreads Because It Inspires a Community<\/li>\n
  • It Reinforces a Belief<\/li>\n
  • Refutes an Opposing Argument<\/li>\n
  • Starts (or Renews) a Passionate Discussion<\/li>\n
  • Is in Someone\u2019s Financial\/Promotional Interests<\/li>\n
  • Leverages Group Inclusion Dynamics<\/li>\n
  • Makes the Sharer Look Smart\/Important\/Worldly\/Etc<\/li>\n
  • \u201cGood Enough\u201d Content Often Performs Well when a Community Is Behind It<\/li>\n
  • Only the Best 0.1% of Content Can Go \u201cViral\u201d without a Pre-existing Community<\/li>\n
  • Don\u2019t Bet Your Marketing on Being the 1 in 1,000<\/li>\n
  • Before you create content, ask the question: \u201cWho will support & amplify this content and why?\u201d<\/li>\n
  • You Invested in Content Creation, But Not in its Amplification #3<\/li>\n
  • Content Must Reach People in Order to Reach Its Potential<\/li>\n
  • Channels for Reaching the Right People Depend on Your Audience<\/li>\n
  • Most Amplification Methods Fall Into These Three Buckets: Broadcast 1:1 Paid Promotion<\/li>\n
  • 1) Broadcast (often via Social Media, Email, or through Events)<\/li>\n
  • 2) 1:1 Outreach (via Social, Email, or In- Person)<\/li>\n
  • 3) Paid Amplification (many varieties)<\/li>\n
  • A basic process for getting content amplification right:<\/li>\n
  • STEP 1: Find Successful Content in Your Niche http:\/\/buzzsumo.com<\/li>\n
  • STEP 2(a): Find Where It\u2019s Being Shared http:\/\/buzzsumo.com<\/li>\n
  • STEP 2(b): Go Beyond Social Networks Google Search and https:\/\/freshwebexplorer.moz.com\/<\/li>\n
  • STEP 2(c): Find Who\u2019s Doing the Sharing http:\/\/buzzsumo.com<\/li>\n
  • STEP 2(c): Find Who\u2019s Doing the Sharing http:\/\/www.blindfiveyearold.com\/ripples-bookmarklet<\/li>\n
  • STEP 3: Copy What\u2019s Working For Them Via http:\/\/followerwonk.com<\/li>\n
  • STEP 4: Build Relationships with Those Who Can Help http:\/\/www.slideshare.net\/RickTRamos1\/why-do-peopleshareonline<\/li>\n
  • Don\u2019t Treat Amplification as \u201cFire & Forget.\u201d Experiment, Learn, & Apply. Via http:\/\/bit.ly<\/li>\n
  • Think of Each Channel Like a Muscle to Be Flexed & Strengthened Regularly<\/li>\n
  • Don\u2019t Forget to Leverage What is Still the Most Powerful Sharing Channel (according to NYT): http:\/\/www.slideshare.net\/RickTRamos1\/why-do-peopleshareonline<\/li>\n
  • You Ignored Content\u2019s Most Powerful Channel: SEO #4<\/li>\n
  • Google Search Has Grown Massively ~6 Billion Searches\/Day! http:\/\/www.statisticbrain.com\/google-searches\/<\/li>\n
  • While Search Traffic is Distributed, Social is Highly Concentrated http:\/\/www.simplereach.com\/blog\/facebook-continues-to-be-the-biggest-driver-of-social-traffic\/<\/li>\n
  • You Might Have Seen Re\/Code & Buzzfeed Claiming Google Search Traffic Was Dead http:\/\/recode.net\/2014\/02\/02\/the-year-facebook-blew-past-google\/<\/li>\n
  • Here\u2019s Define Media Group refuting that with data from 87 publishers & 48 billion pageviews http:\/\/www.definemg.com\/hey-buzzfeed-search-traffic-is-doing-just-fine\/<\/li>\n
  • SEO is Also Critical Because of Intent \u201cDo things\u201d mode \u201cBrowse\u201d mode<\/li>\n
  • When Done Right, Content Marketing is the Rising Tide that Lifts the SEO Ships Without content marketing, it\u2019s incredibly hard to earn the types of links that will confer domain authority & rankings in search engines.<\/li>\n
  • When Done Right, Content Marketing is the Rising Tide that Lifts the SEO Ships But as content on a site earns links, it helps every other page on that domain rank better in the search engines, lifting the tide!<\/li>\n
  • At the Very Least, Do Your Keyword Research Be aware that AdWords may not show you all the relevant keywords: http:\/\/moz.com\/blog\/be-careful-using-adwords-for-keyword-research<\/li>\n
  • Better Yet \u2013 Gain a Deep Understanding of How SEO & Content Work Together 4 Posts I\u2019d Recommend: \u2022 The Convergence of SEO & Content Marketing \u2022 Link Building vs. Content Marketing \u2022 How to Build a Content Marketing Strategy \u2022 Build & Operate a Content Marketing Machine<\/li>\n
  • You Gave Up Way Too Soon #5<\/li>\n
  • The 0.1% Always Look Like Overnight Successes<\/li>\n
  • In Reality, It Looks More Like This: Geraldine\u2019s Travel Blog: http:\/\/everywhereist.com<\/li>\n
  • Geraldine started her blog in 2009 In Reality, It Looks More Like This:<\/li>\n
  • For 2 years, she never broke 100 visits\/day. In Reality, It Looks More Like This:<\/li>\n
  • Then she had a few posts get some attention In Reality, It Looks More Like This:<\/li>\n
  • But traffic fell back down soon after. In Reality, It Looks More Like This:<\/li>\n
  • This is where most people give up. In Reality, It Looks More Like This:<\/li>\n
  • These days, she gets 100,000+ visits each month In Reality, It Looks More Like This:<\/li>\n
  • The Price of Success is Failure after Failure after Failure * Hopefully, each of those failures provides an opportunity to learn. *<\/li>\n
  • Why Content Marketing Fails Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com bit.ly\/mozcontentfail<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

    Why Content Marketing Fails Presentation Transcript Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Why Content Marketing Fails Download this Slide Deck bit.ly\/mozcontentfail Failure Sucks Most Content Efforts Will Fail Spike of hope Flatline of nope You\u2019ll Invest with the Best of Intentions You\u2019ll Launch with Excitement And it Will Suck And You Won\u2019t […]<\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[150,131,137],"tags":[115,170,153],"class_list":["post-1419","post","type-post","status-publish","format-standard","hentry","category-materiais-para-profissionais","category-planeamento","category-software","tag-b-learning","tag-belo","tag-desnvolvimento-de-software"],"_links":{"self":[{"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/posts\/1419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/users\/159"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/comments?post=1419"}],"version-history":[{"count":2,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/posts\/1419\/revisions"}],"predecessor-version":[{"id":1422,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/posts\/1419\/revisions\/1422"}],"wp:attachment":[{"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/media?parent=1419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/categories?post=1419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sites.uac.pt\/amendes\/wp-json\/wp\/v2\/tags?post=1419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}