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

How do we think about linkable assets?

• Lets ask the people

@nicomiceliAll in one scrapper bit.ly/nico-content-tips

@nicomiceli

Reddit

@nicomiceli

Reddit

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


Remember…For creating cool interesting content and linkable assets find out what people want around your industry or want to know about your industry


But don’t…


Don’t think Promotion Think Presence


Thanks!Nico Miceli - SEER Interactive@NicoMiceli

[email protected]

About.me/nicomicelibit.ly/nico-content-tips

@nicomiceli

Pubcon Content Presentation 2012

Technology

Transcript of Pubcon Content Presentation 2012