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The Long Play of Content Strategy

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The Long Play of Content Strategy Flickr: Jose Casimiro Matthew Brown – Moz - @MatthewJBrown - SIC 2015


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Download this: bit.ly/LongPlayContent


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My background SEO since 2003 Director of Search at New York Times 2005-2010 Products @ Moz


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TFW you have to index BUZZFUDGE


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The Platforms


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Google


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Content “advice” https://www.youtube.com/watch?v=y8s6Y4mx9Vw


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RankBrain: Moar AI http://www.thesempost.com/rankbrain-everything-we-know-about-googles-ai-algorithm/


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Facebook


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Buffer details its traffic loss https://blog.bufferapp.com/lost-traffic


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Only 3% of News Feed is ads http://www.socialbakers.com/blog/2467-socialbakers-finds-that-3-of-facebook-desktop-news-feed-is-promoted


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Reach. It can go away. http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect


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Quick note: Read John Herrman The Content Wars: http://www.theawl.com/author/john-herrman


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Next up for FB = Notify: http://www.theawl.com/2015/10/just-one-more-step-back-there-perfect


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Next up for FB = Search: http://www.cnbc.com/2015/10/23/facebook-launches-search-feature-taking-swing-google-twitter.html


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The Storm Flickr: MattysFlicks


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2.5 Million Blog Posts Daily Source: Worldometer/Technorati


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Source: Content Marketing Institute


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10X Content http://bit.ly/10Xcontent


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Is there one weird trick?


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Credit Due: Cyrus and the Moz Audience Team


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Ranking Factors


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Web Developer’s Cheat Sheet


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Whiteboard Friday


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Less effective: Daily blog posts


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Less effective: Beginner’s Guides


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The challenge: ‘Things other than SEO’


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But we’re in good hands?


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Community is more than just tactics


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They’re your channel experts


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Content Goals


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This is not a Content Goal


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Neither is This


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Loyalty


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Build loyalty through return visits Source: Parse.ly


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Source: Poynter 5X was Vulture’s magic number


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Source: Chartbeat Content attributes that create loyalty


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Content types that create loyalty http://bit.ly/1d4kZfs Source: The Dutch Linkbuilder


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Reality Check: It can take 12-17 months Source: Content Marketing Institute


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Source: Hubspot


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Across Moz Customers: Content Creation Drops After Month One.


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Don’t play the short game!


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