Presentation from Interactivity Digital in Miami 2013. # - Presentation design by http://theversatilitygroup.com/ - First slide image credit http://hdwallpapers4desktop.com/ - the rest of the images are mine. - Many cats featured are from the BigCatHabitat.org in Sarasota, FL.

2. About Me @SEOAware

3. To Be a Tiger You Must…
1. Be Cunning
2. Be Smart
3. Be Aggressive
4. Know When You Can’t Win
5. Bring it With Your Personality!

5. Cunning: Competitive Research
Competitive research is critical if you are hoping to
have a shot at beating your competitors with
content marketing!
Knowledge about your competitors is power.
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TOOL!: Check recent presence online:
http://freshwebexplorer.seomoz.org/

6. Tools to Be “Cunning”
(Compare you vs. them with the tool data)
• SEOmoz - Open Site Explorer, Followerwonk, Fresh Web, Rank Checking,
Keyword Difficulty
• Authority Labs - Rank tracking - by city and zip code!
• Raven Tools - Site Auditor, Research Central, Competitor Manager,
Site Performance
• Majestic SEO - Site Comparator, Site Explorer
• SpyFu - Adwords / PPC

8. ***Critical
What terminology is your audience
using? Collect this data.
• Research – Google Trends, Google AdWords Tool, SEOmoz Freshweb
• Analytics
• Social Research – Hashtags
• Reviews ( SO MUCH DATA)
More on this http://bit.ly/180395W

9. Be Smart: Create Attainable Goals
You cannot start content marketing without
goals and some way to determine if you have
met your goals.
Goals are what give your content direction.
You should have multiple, defined goals.

10. Be Smart: Things to Think About
(Before Hand)
What internal obstacles do you have to
overcome?
(Who do you need to convince or educate? Do you
have the budget? Have a social presence?)
Can you achieve your goal? How will you
do that?
(What steps do you need to take now to increase
odds of success?)

11. Be Smart: Things to Think About
(Before Hand)
How will you use social?
Research, planning & strategy.
Your Team?
Do you need an internal team or
do you need to outsource or both?
How will you measure the effectiveness
of your marketing strategies?

12. Be Smart: Know Your Audience
Know your audience(s). Not knowing what they need or
want can lead to disaster.

13. Be Smart: Get to Know Your Audience(s)
Research your audience!
Social: Engage / discuss in a
friendly manner (DON’T sell!)
http://slidesha.re/19iDcxg
Surveys
Polls
Create contests
Read comments on blogs, videos
and social shares (Topsy.com).
Engage with your offline
audience too. Use this data.

14. Be Smart: Create Trust

15. Be Smart: Who You Are Matters
Inform without selling.!
• Why would I want / need your product or
service?
(Break this down for each product or service, WITHOUT SELLING)
• Why should I trust, like or remember you?
• Why are you different or better than your
competitor?
• What can you offer me?

17. Be Aggressive:
Even Big Businesses are Doing It!
Many businesses still do not understand the
importance of content marketing, but it is time to get
started and be aggressive!

18. Aggressive Doesn’t Mean Confrontational

19. Be Aggressive: Change the
Company Mindset
You have to change the thinking of those around you.
Educate everyone in your company, not just the decision
makers.
If everyone understands the “why” you have a better shot
at changing things.
Show them how to integrate your online and offline
strategies.

20. Be Aggressive & Be Creative
Use a combination of content marketing methods and
measure their individual & combined effectiveness.
• What works?
• What doesn’t?
• What has to happen to reach “audience A” and what has
to be different for “audience B”?
Test, measure, retest!!!
Failure or a lack of success is not bad; it is a learning
opportunity. Keep trying until you find what works!

21. Be Aggressive: Some Content Options
Study – what are the best options for your business?
Articles/Blogs – Quality, interesting, educational, should create a need.
Guides – Create something your audience can use & want to share.
Images/Illustrations – Impactful, unforgettable, shareable!
Infographics – You need a quality design with valuable information!
Video – Should be interesting, not too long, give the viewer something &
have quality visual and sound.
White Papers/Case Studies – Useful, educational, no obvious selling.

23. Know When You Can’t Win
Sometimes you can’t have exactly what
you want, but you CAN have a modification
of it.
Example: Sarasota Real Estate vs. Sarasota Waterfront Homes
Think beyond your industry buzz words.
Focus on the keywords your customer would
know and use.

25. Personality: Tigers Have it In Spades
Most people say tigers all look a like.
Some would say the same about most businesses.

26. Personality: Show it Quickly
• Offer something interesting quickly!
• The initial “draw” pulls them in…create trust.
• Become unforgettable!
• Be real. (see tiger design)
• Separate yourself!
• Don’t be boring!!!!!
This is Thor

27. Tips for Getting Started
Focus on immediate & long-term ROI.
Be diverse; offer more than just copy.
Create a following on social by building
relationships with the audience.
(What do they like? You have to give to your audience!)

28. Tips for Getting Started
Give to your audience; what do they need to know?
Blog, blog some more and guest blog on quality sites!!!!!!!!!
Quality, UNIQUE writing is a must!
Don’t be cheap! You get what you pay for!
Quality content marketing efforts should be a long-term
investment.
**Engagement is not about sales pitches. Educate and give;
don’t sell.

29. Tips for Getting Started: Example
Create what people need or want.
Explain EVERYTHING and educate in an easy and
attractive way.

30. Lastly…You Can Do This!
Branding, exposure & meeting needs should be goals.
Be Smart!
Discover your
audience(s)!
Engage!
Be creative!
Don’t quit!
Remember failing is
just an opportunity!

31. Melissa Fach
@SEOAware
Link to Presentation
SlideShare.net/Melissa
Fach
Email
Info@seoaware.com
#SaveTheTigers
Clarence