I’ve been invited to speak at the Ionsearch, the advanced search marketing conference is in Leeds on the 18th of April, you can still get tickets if you hurry.
It has a very impressive speaker list including; Lee Odden, Ralph Tegtmeier aka Fantomaster, Dave Synder of Blueglass (these guys consistently produce top quality stuff, Martin MacDonald of Expedia, Patrick Altoft, Kevin Gibbons and a bunch more.
There are a few people who I have not heard of and am interested in learning more about. I am glad it’s only one day though, I find my brain hoovers up so much info it very quickly gets full.
There is a guy from Google going and looks like he’s going to rave about how great and wonderful G+ is, and interestingly Nick Garner from a
gambling, gaming company is going to share insights on how beneficial G+ has been for them. Always ready to be convinced.
So it should be an interesting day, say hi and chat if we meet. It’s always great hearing other peoples experiences and views, which is frankly the best part of a conference.
I know this may be slightly off the beaten path of digital marketing, but I just want to let you know that if you are ever find yourself in Truro, the best pasties can be found at Rowes. What with the Govenment making the pasty 20% more expensive, I thought a shout out to my local pasty maker was called for.
And no they are not a client and no cash was passed under or over the table for this post, and no pasty either. Although any pasties that are sent are welcome ;)
There are other pasty makers who claim to be better and a lot of kitchen table outfits that go for the gourmet market. But these tend to be eaten by the tourists, Rowes is the place where the locals eat at. And there is always a queue when the pasty’s come out the oven.
OK, now making myself hungry again.
Their website looks cool too, although look at they only have 281 likes on their Facebook page and it’s a shame they didn’t knock up any magnetic content around the recent Pastygate.
When we put on the Magentic Web Content seminar refreshments will be pasties from Rowes
Content marketing is the wrong term, as I have discussed before, you are not marketing content, you are using content to attract people to you website to be persuaded to perform specific actions such as purchasing, lead generation etc.
You are not marketing content, but creating magnetic content. Content that not only attracts, but is sticky, and embeds into the sub-consciousness.
But, the term content marketing has taken hold, and propagated mostly by people wanting to sell to people who lack understanding over the form.
Why is this important?
Putting too much emphasis on the content rather than the purpose of the website can take your eye off the ball. Its not abut the content, the content is merely a tool, a mechanism. Some content creators miss this aspect and end up having the cart pulling the horse.
It’s understandable because whenever the term content marketing is raised the cliched terms of “quality content! and “content is King”, are not far behind. And like all cliches, there is a foundation of truth, but not the whole truth.
I think the reason for the over focus on “content”, rather than the purpose of the website is because most content creators still don’t get the reason web content exists and what it can be used for.
A lot of content is created for the purpose of link building, if the content is created and then marketed its the wrong way round. To create content and then market the content is wasteful and inifficient. The marketing should be first and the content comes after.
You find out what the linkerati want and then you create content.
It’s odd how many come up with the idea for content before fully analysing the needs of the market they are targeting.
Find out what people want and give it to them.
Most people think the content they should be producing should be the content which they like, rather than what the market requires.
Marketing then content
But I’m afraid it doesn’t scan well.
Its not simply about being pedantic, its about creating creating the correct mindset and work flow.
Developing The correct mindset is something that is crucial to creating magnetic web content and I am going to be blogging about this later.
You may not think this matters much, but if you don’t have the right content creation processes in place and most don’t then your content efforts will never reach their full potential, whilst your competitor gets it together.
Truro Market Rye Bread is World renowned for its high quality and taste. People travel from miles into downtown Truro to stock up on this particular baked product.
When I bought my daily loaf I thought that building links is no different.
Offer something Unique
It’s a lot easier to build links when the content is unique and tasty. I was just delivered an infographic I had commissioned for a client and it is unique and very tasty.
If you can only rustle up mediocre content for your link building efforts it’s going to tricky to compete.
Get something Unique.
Get something tasty.