Pubcon Content Presentation 2012
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Transcript of Pubcon Content Presentation 2012
Content Creation for Boring and Regulated
IndustriesPresented by:
Nico Miceli | @NicoMiceliabout.me/nicomiceli
@nicomiceli
Content is king• Yeah we get it!• But do you have content that is
getting you links?• Do you have things getting you
long tail traffic and increasing your internet presence?
@nicomiceli
Do you have Linkable Assets besides just content?
@nicomiceli
This Is Content
@nicomiceli
This Is a Linkable Asset
@nicomiceli
“Ehhh That’s not my target audience”
@nicomiceli
The Mindset• Your clients are thinking about the
target audience• We are thinking how to increase
internet presence and get more people - real people to talk about you
@nicomiceli
Content & Linkable assets are a piece of the puzzle
It helps with linkbuilding & on page factors
Stay on topic but widen your audience!
@nicomiceli
Widening your audience will widen your target audience
@nicomiceli
But it’s sometimes difficult
So let’s dive into the two things that hinder linkable content
@nicomiceli
“There isn’t much cool stuff in my industry”
“My industry is boring”
@nicomiceli
@nicomiceli
• Think about your product– What are the things
related and associated to it?
– Are there any emotions or feelings that come out of it?
– What facts can you think off?
– What are your customers, customers interested in?
– What are the effects of it?
@nicomiceli
Lets Talk Office Supplies
@nicomiceli
Lets Talk Office SuppliesB2B
@nicomiceli
Lets Talk Office SuppliesB2B
@nicomiceli
How do we think about linkable assets?
• Lets ask the people
@nicomiceliAll in one scrapper bit.ly/nico-content-tips
@nicomiceli
@nicomiceli
@nicomiceli
@nicomiceli
OFFICE HACKS!
@nicomiceli
@nicomiceli
“Binder Clips”
@nicomiceli
@nicomiceli
Keep going! • The top 100 office hacks• Best sharpie art• Other uses for dry erase markers• Be the resource that people go to
• But… make it different than what’s out there!
@nicomiceli
HALT! Serious Time!• Red Tape!
– Lots of red tape• Regulated
industries • Legal• Steps of approval
@nicomiceli
No more fun?• Now it’s stricter • You can’t use crazy ideas • But you can use DATA!• Use the resource's you have• And make it look nice
@nicomiceli
Lets talk Finance
@nicomiceli
Lets talk Finance
Finance Industry
@nicomiceli
Biggest increase
@nicomiceli
“People want to know about the market!”“Tell them!”
@nicomiceli
Lets get deeper in Data• The World Fact Book• data.gov• World Bank• International Monetary Fund• State Agency Databases• US Government Printing Office (GPO)• Social Security Death Index• City-Data.com• Census.gov• Bls.gov
@nicomiceliURLs Here: bit.ly/nico-content-tips
So what do I do with it?
@nicomiceli
Turn that data into a Fusion Table!
• Create interactive embeddable charts• Overlay any data on a map• Update the data whenever you want
@nicomiceli
What should you build?• Search and find out what questions
are being asked? – Create something people will want to
use– Create a resource
@nicomiceli
Keep thinking! What will overlay on a
map?
@nicomiceli
•Crime•Income•Places of interest
•Employment Rates
•High way speed limits
•City cleanliness•Historical
events•Public court
data
@nicomiceli
Example Data Sets here: bit.ly/nico-content-tips
guardian.co.uk/news/datablog
Want studies backed by credible sources?
ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease [key word]
ext:pdf site:.edu OR site:.gov "study" ~increase OR ~decrease car
accidents
@nicomiceli
Other query Ideas here: bit.ly/nico-content-tips
Want some Harvard data and research papers to turn into something digestible? You got it!
@nicomiceli
@nicomiceli
Extra Proof?
Who made that?• College Lead Gen Site!• 439 Linking Root Domains• PA 67• medicalbillingandcoding.org
@nicomicelibit.ly/nico-content-tips
Who made that?• A Travel Site!• www.thomson.co.uk• PA 77 • 80 Linking Route Domains
@nicomicelibit.ly/nico-content-tips
Remember…For creating cool interesting content and linkable assets find out what people want around your industry or want to know about your industry
@nicomicelibit.ly/nico-content-tips
But don’t…
@nicomicelibit.ly/nico-content-tips
Don’t think Promotion Think Presence
@nicomicelibit.ly/nico-content-tips
Thanks!Nico Miceli - SEER Interactive@NicoMiceli
About.me/nicomicelibit.ly/nico-content-tips
@nicomiceli