Start-Up Marketing Thought Leadership
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Thought Leadership & Marketing Your Startup *all image and fact credits in the last slide Distilled NYC Meetup June 27 th 2012
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Check out the slides that Dan Shure presented at the recent New York Meet Up on Thought Leadership & Marketing Your Startup.
Transcript of Start-Up Marketing Thought Leadership
Thought Leadership & Marketing Your Startup
*all image and fact credits in the last slide
Distilled NYC MeetupJune 27th 2012
Hooz dis guy
@dan_shure
the musician – circa 2006
@dan_shure
The SEOSince circa 2008
“Shurelock” Holmes
Let’s Talk About“Thought Leadership”
New-ish term (1994)
NOT a new concept…
“Art is never finished, only abandoned.”
-Da Vinci
1500’s
“Disneyland will never be completed. It will grow as long as there is imagination left in the world.”
- Walt Disney
1950’s
3 Startup Thought Leaders
CD Baby
Derek Sivers
2008 Derek Sivers Sold CD Baby(for $22 million)
Good-bye [CD Baby] search volume…
…hello [Derek Sivers] search volume.
Musician’s Resources
cdbaby.com circa 1999
Order Confirmation Email“Dear [Name]
Your CDs have been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CDs and polished them to make sure they were in the best possible condition before mailing.
Our packing specialist from Japan…. “
Etc…Read the whole story here: http://searchengineland.com/how-cdbaby-built-20000-citations-with-one-e-mail-84357
62,000 Citations
Source: http://searchengineland.com/how-cdbaby-built-20000-citations-with-one-e-mail-84357
“Leave the poetry in what you make. When something becomes too polished, it loses its soul.”
-Jason Fried
Satire (with a point)
http://37signals.com/svn/posts/1941-press-release-37signals-valuation-tops-100-billion-after-bold-vc-investment
Business Philosophy
http://37signals.com/svn/posts/3124-give-it-five-minutes
Rand Fishkin - SEOmoz
Comprehensive & Transparent
http://www.seomoz.org/blog/mozs-18-million-venture-financing-our-story-metrics-and-future
But… we have a problem.
Size of the
INTERNET
Size of the
INTERNET You
70 Million WordPress Blogs
39 Million Tumblr Blogs
250 Million Tweets a Day
Three Solutions
1.What to talk about2.How to get attention3.Ways To Measure
“I Don’t Know What To Talk About”
1. Find Things To React To.
http://www.quora.com/Startups/group_open
Then KILL IT with passion.
http://www.quora.com/Startups/What-does-it-feel-like-to-be-the-CEO-of-a-start-up
2. Continue a social conversation on your blog
http://www.seomoz.org/blog/aaron-wall-and-i-debate-the-open-discussion-of-webspam
3. Use social to gauge interest in a topic.
http://www.evolvingseo.com/2012/06/20/art-of-empathy/#axzz1yuaurQ41
4. Turn blog comment into post
http://www.seomoz.org/blog/how-to-increase-the-odds-of-your-content-going-viral-whiteboard-friday#jtc167420
4. Turn blog a comment into post
http://mz.cm/seo-titles
“How do I get attention?”
1. Write better headlines - CTR!!
http://mz.cm/seo-titles
2. Do A Weekly Series
YNAB (You need a budget)Whiteboard Wednesdays
4. Keep A Consistent & Professional Avatar Everywhere
http://en.gravatar.com/
4a. But unique enough among members of your team to keep distinguishable.
(unlike Joel and Leo)*Disclaimer: I LOVE bufferapp and their content – just think this one tiny thing could be better
5. Borrow an existing audience
The Art of Blog Commentinghttp://www.seomoz.org/blog/comment-marketing-as-an-inbound-tactic-whiteboard-friday
http://www.quicksprout.com/2012/02/21/an-advanced-guide-to-an-effective-seo-commenting-strategy/
http://www.distilled.net/blog/seo/a-guest-posting-process/
http://www.seomoz.org/blog/how-to-evaluate-guest-post-opportunities
http://www.seomoz.org/blog/guest-blogging-strategies-whiteboard-friday
5. Borrow an existing audience
Guest Blogging
Measure
crowdbooster.com
crowdbooster.com
Top retweeters
How many new Google visits does my name bring to company
website?
Stop measuring bragging about # of followers
DO Brag About Measure
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
What THIS guy says to measure.
Avinash’s 4 Social Media Metrics
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
1. Conversation2. Amplification3. Applause4. Economic Value
truesocialmetrics.com measures those four things
truesocialmetrics.com
truesocialmetrics.com
BONUS PRO TIP
BONUS PRO TIP
JUST FREAKIN’ START
March 30th 2007
March 31st 2012
@dan_shure
*Credits
• Walt Disney - http://www.superstock.com/stock-photos-images/1895-13883 • Jason Fried - http://www.jeremyperson.com/jason-fried/ • Derek Sivers - http://mayhem-chaos.net/photoblog/archives/000565.html • http://www.studosfera.net/piar/2012/06/23/cd-baby-or-how-to-make-millions-with-a-silly-e-ma
il/
• Truck - http://carfails.com/huge-vehicle-falls-off-a-bridge/ • Twitter Bird Costume -
http://www.thesnowjunkies.com/2011/01/12/new-ticket-deals-feature-the-tsj-twitter-hotline/ • Sherlock - http://www.cosmosmagazine.com/node/1890 • Internet Stats - http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/ • http://www.xs-party.co.uk/products/ras4006354-rasta-imposta-mens-tape-measure-funny-fan
cy-dress-costume-one-size-new.html• http://www.paperlessinfo.com/paperless-office-tips
