The Death of Owned Content - Kipp Bodnar, CMO if HubSpot
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Transcript of The Death of Owned Content - Kipp Bodnar, CMO if HubSpot
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THE DEATH OF
OWNED CONTENT
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Meet:
Beau
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A blatant attempt at using a small and cuddly to pander to the audience?
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The most concrete example I have of how rapidly
search habits are changing.
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Bingo. There it is.
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Raising a baby is hard.
SPOILER ALERT:
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They can be so sweet.
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Actual things I searched for in Beau’s first few months
How do you get babies to sleep?
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Actual things I searched for in Beau’s first few months
Swaddling Best Practices
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Actual things I searched for in Beau’s first few months
When does a baby get teeth?
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Actual things I searched for in Beau’s first few months
Best toys for babies
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“Alexa, re-order diapers”
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On a walk.
Over dinner.
In the moment.
Through mobile, and social, & voice.
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ANSWERS EVERYWHERE
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A BRIEF HISTORY OF
CONTENT DISCOVERY
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When the Internet First Launched
“
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Content had a front door. That front door was the directory.
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As search engines gained adoption, they opened up new doorways.
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SEO
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ORGANIC SEARCH
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70% of Our Traffic Comes From Old Content
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Keywordsand
Inbound Links
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A lot has changed in the world of search
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Back then, mobile didn’t even factor into website design.
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Today, mobile Internet usage exceeds desktopInternet use
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Back then, website se-curity was mainly a concern for major corporations and governments.
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Back then, waiting for websites to load was the norm.
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Today, a slow site leads to a decreased search rank, lower traffic, and fewer conversions.
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Back then, doorways still had to be walked through
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Today’s answers don’t even require a click.
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SEO is all about change. There’s going to be more change coming.
Matt Cutts
“
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SECURITYMOBILE
PERFORMANCESTRUCTURED RESULTS
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Beginning today,we’re looking atentirely new playbooks for content discovery.
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THE FUTUREOF
CONTENT DISCOVERY
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Here's a fascinating little tidbit that changes everything...
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60%of time spent online is now spent on mobile.
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86%of time spent on mobileis spent in apps.
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(Really, in just five apps.)
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went from 2.8 billion to 7 billionmonthly views of its content
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75%of those views happen Off Buzzfeed.com
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What does that mean for browser-based SEO?
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Mobile and app search1
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Spotlight search is getting better.
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App content is bypassing search all together.
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Social Search2
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3.5 billion searches a day
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1.5 billion searches a day and gaining
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This is an announcement that sits at the very top of a feature that sits at the very top of Facebook. It follows a year of intense, smart, and creative experimentation in this area. This isn’t a lark. If you’ve been paying attention, you’ve been noticing more and more public content/search/trend features popping up all over Facebook this year.”
- Blake Ross, Cofounder of Mozilla
Judge a company’s priorities by its pixels. “
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One other big little thing about social as a channel
for content discovery.
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What’s really changing here, then, is not the length of the tweet. It’s where that link at the bottom takes you when you click on it—or, rather, where it doesn’t take you.
Will Oremus, senior technology editor at Slate
“
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Voice Search3
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Siri, Alexa, and Cortana
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Natural Language
Expanded Search Windows
History and Context
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Projections from comScore suggest that voice will drive
200 billion searches a month by 2020.
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Conversational Search4
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60 BillionNumber of messages that run through
messenger and whatsapp every day.
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Powered by humans (and robots)
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No one wants to install a new app for every business you interact
with.
“
Mark Zuckerberg
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APP SEARCHSOCIAL SEARCHVOICE SEARCH
CONVERSATIONAL SEARCH
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THE FUTUREOF
YOUR CONTENT STRATEGY
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Behavior Strategy Technology
You are here.
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Don’t PanicGet Interested.
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The future is already here. It just isn’t evenly distributed yet.
“
William Gibson