1. Content, Curation and SEO –
then you can get beer.
Tony Wright
CEO & Founder, Wright IMC

2. Agenda
• Who is this guy? (no slides, I just talk about myself a
lot)
• How do people search – then and now (I don’t know
the future)
• Earned Media – One boring slide
• Simple SEO 101 (don’t fall asleep, I’m watching!)
• What is content marketing (it’s SHINY!)
• Curation – Not your grandpa’s plagairism
• Social listening hearing aids
• Results. Give. Knowledge…Market Orienteering for
Content Creation (Huh?)
• Random Tips are appreciated

3. How we think people search.
Go to
Google
Type in
Keyword
Go to my
landing page
Click my
result
Buy my
product

4. How people actually search
Go to search
engine
Type in Keyword Click on Natural
listing #1
Go to Site A
Click on link on Site
A
Go to unrelated site Go have a Coke
Go back to
search Engine
Type in Related
Search
Click on natural
listing #3
Click on link to
more research
on product
Continue
researching
product
Look at Porn for
a while
Go back to the
search engine
and type in more
relevant keyword
Click on Paid
listing #1
BUY PRODUCT!

5. How did people Search?
“As seen in the heatmap (left), fixations
are studded around the top 5 results
and the majority of clicks are upon the
top 3 results (discounting the sponsored
link). The sponsored link was actually
not well attended to due to the fact that
searchers are now familiar with
advertiser placement within Google.
The 2008 heatmap supports the recent
trend observed by Cornell University
(Their study found that the top 3 Google
results get 79% of all clicks) and by AOL
(Findings were that 63% of clicks were
concentrated upon the top three search
results).” – Think Eyetracking Study,
2008

6. How do people search now?
http://www.youtube.com/watch?v=4Rtca0r
QFCQ&feature=youtu.be

7. SEOs, Content Marketers and
Socialistas specialize in “EARNED
MEDIA”
• Earned media (or free media) refers to favorable
publicity gained through promotional efforts other than
advertising, as opposed to paid media, which refers to
publicity gained through advertising.[1][2] Earned media
often refers specifically to publicity gained through
editorial influence, whereas social media refers to
publicity gained through grassroots action, particularly
on the Internet. The media may include any mass
media outlets, such as newspaper, television, radio,
and the Internet, and may include a variety of formats,
such as news articles or shows, letters to the editor,
editorials, and polls on television and the Internet.

8. SEO 101 –
The four C’s of Success
• Code: HTML, Content Management Systems,
W3C Compliance, Java Scripts, oh my!
• Content: Words mean things. Without words, you
are invisible
• Connections: Links and Likes is the “whuffie” of
Search. The quality of your friends tells Google a
lot about you in general.
• Communications – Social gets links. Content on
other properties gets links. Good content gets
links.

9. Shiny, happy Content Marketing
• Content marketing is not new
• Content marketing is not magic
• Content marketing is simply writing good
stuff
• Content marketing is also publishing,
syndicating, marketing, influencing, and
providing information
• Content marketing has been and always
will be here – under any name

10. Curation – It’s not stealing if it’s
reasarch
• Understand Fair Use – usually ok to
include the first paragraph and a link
• Link to what you love – and let the love
come back
• Don’t just curate – comment. Have a
freakin opinion (SEE OUR WHITE
PAPER!)
• Can’t be first? Be best.

11. Results. Give. Knowledge.
• Search is the compass for your market
orienteering.
• Both paid and natural search analytics
provide maps for Social Media Content
Strategies
• Keywords are comforting…Wordsmithing
is over-rated
• Google Analytics works great for mining
valuable content creation data.

12. Social Listening – What’d you say
about me
• Social listening tools can be expensive
• Here are some free ones
– Google Analytics
– Google Suggest
– Google Insights
– Google Keyword Tool
– Twitter Search
– Facebook Search
– Google Alerts
– Hell – just Google “Free Social Listening tools”
– Ok – on 3 everyone shout their favorite one

13. What do I do with this information?
• Answer consumer questions
• Appeal to audience interests
• Use the six weapons of mass influence
– Reciprocity, Commitment and Consistency,
Social Proof, Authority, Liking and Scarcity
• Drive your audience to where you want
them and define the action you want them
to do!

14. The Link Economy
• Link building is a <$1,000,000,000 industry
• Bought links are against Google’s Terms of
Service
• Social Media naturally generates links
– Let’s talk Nofollow for a second…forgive me while
I put my geek hat on
• Integrated marketing teams with creative
ideas are more successful that stand-alone
SEOs or SMMs.

15. Random Tips
• Knowem.com..Use it.
• Google Analytics. Worship it.
• When writing headlines, split them up. Social on one side, SEO on
the other
• Bullet points drive keywords home
• Overoptimization is real. Don’t do it.
• Always get the link. Remember, the links affect the ranking
• Understand that Social drives Search, rarely does search drive
social.
• ANSWER PEOPLE’S QUESTIONS
• Create a syndication strategy for your niche
• Buy influencers a beer
• If you can’t write – find someone who can
• Search = Direct Response, Social = Branding, Content = Authority
and Syndication You need the all.

16. How can I help You?
• Follow me on twitter @tonynwright
• Email me at tony.wright@wrightimc.com
• Call me at 214.529.0703
• Visit our company website at
www.wrightimc.com