The 8 Rules of Moz
Marketing Over the past 5 years, Moz has grown both traffic and customers by more than 10X. Learn the weird and wonderful ways Moz leverages marketing strategies, tactics, and channels to build an inbound software business. by Rand Fishkin Download: http://bit.ly/8rulesofmozmarketing

Why Have Marketing “Rules?” Gives
structure to marketing discussions & decisions Provides an easy reference point for new Mozzers Gives us standards against which we compare our work Ensures TAGFEE (our core values) is part of marketing Helps tell us what NOT to do (a critical part of strategy) Empowers every Mozzer to be a marketer

#1: Help Marketers Succeed

We Start with Empathy

Helping Marketers Across Many Mediums

Empathy Applied to Content Creation
http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

Our Approach to Design &
UX No barriers to access No lead capture forms No interstitials No registration required Anyone can share, use, modify or visuals

Go Above & Beyond to
Help 1:1

#2: Education Before Conversion

The Path to Conversion is
Long & Winding It Might Start by Exposure through Media

The Path to Conversion is
Long & Winding Which Triggers an Informational Query

The Path to Conversion is
Long & Winding That Leads to a Follow on a Social Media

The Path to Conversion is
Long & Winding And Consumption of Content from the Brand

The Path to Conversion is
Long & Winding Then You Check Out Some Free Tools

The Path to Conversion is
Long & Winding And Finally Decide to Give the Product a Spin

We Seek to Be Relevant
at Every Stage

Different Tactics to Reach Different
Stages

We Bias Against “Pushy” Marketing
Sigh… This does not make me love your brand.

Educational Content Earns Far More
Amplification

#3: Quality Over Quantity

We Invest Heavily in “Big”
Content http://moz.com/blog/why-big-content-is-worth-the-risk

1-2 Posts/Day Maximum We don’t
cover the news Or try to be everything to everyone We maintain a unique focus on helping marketers succeed

Strong Filters on UGC

Google Seems to Be Rewarding
Better > More http://moz.com/blog/google-is-changing-long-tail-search-with-efforts-like-hummingbirdwhiteboard-friday

#4: Mend Broken Windows in
Comments & Community

Broken Windows Lead to Bad
Communities e.g. YouTube comments, which are the best way I know of to lose faith in humanity’s future.

Comments Need Careful Moderation Our
community team watches threads like hawks

Off-Site Content Gets Attention Too
We keep an eye out on dozens of sites on the web where our brand gets mentioned or our community participates.

#5: Measure Everything Possible

Marketing Metrics Dashboard

Measuring from Top to Bottom

Consolidate to Three Numbers

Set Targets & Measure Against
Them

#6: Invest 20% in Unmeasurable,
Serendipitous Marketing

We Know We Can’t Measure
Some Things http://moz.com/rand/the-paradox-of-easy-vs-hard-to-measure-marketing-channels/

But We’ve Seen the Positive
Impact of Serendipity http://moz.com/rand/manufacturing-serendipity/

#7: Promote Great People, Content,
& Tools Regardless of Source

Our Competition Gets Lots of
Links & Mentions

The Moz Top 10 Newsletter

#8: Embrace Authenticity, Fun, and
Delight

Work is Only Work If
You Make it So https://www.facebook.com/moz

We Maintain Our Individual Voices

We Try to Have Fun
in Everything We Do http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-searchengine-rankings

We Want Everyone Who Interacts
with Moz to Experience Delight Roger Mozbot’s toggle is permanently set to “Hugs” 

Rules of Moz marketing: #1:
Help marketers succeed #2: Education before conversion #3: Quality over quantity #4: Mend “broken windows” in comments & community #5: Measure everything possible #6: Invest 20% in unmeasurable, serendipitous marketing #7: Promote great people, content, & tools, regardless of source #8: Embrace authenticity, fun, & delight

Here’s to Better Marketing! Find
Rand on the Web: Blog, Twitter, Facebook, Google+ Download: http://bit.ly/8rulesofmozmarketing