SES NYC Session: Content Is King!
Yes, I’m writing about my own session. Despite being the first session on the last day of the conference, and on a Friday to boot – my session went well and attendance was better than I imagined it would be.
The session description reads:
Content Is King!: “Content, content, content! That’s all you’ve heard from speakers throughout the show — that good content is crucial. But what exactly is good content? This session looks at how to go beyond selling. Offering useful, substantial information can be a key to long-term success with search engines and visitors. We’ll show you good content to help you visualize what you should be building.”
Fellow presenters included Holly Clark of Alcon Laboratories and Jeannette Cezanne of eWayDirect. Jeannette’s presentation laid the groundwork for Holly and I to present case studies. As these things tend to work out – our presentations dovetailed nicely and we all made several of the same points. It’s my hope that all in attendance walked away with the key points that we all reiterated:
- Meaningful to your audience
- For improving conversion
- Integrated with site / navigation
- Site architecture must accommodate
- Tied directly to your offering
CONTENT IS NOT:
- Irrelevant / just for search engines
- Tucked away & hidden from view
- Without call to action
So let’s just get to the good part, which is my presentation “Content Is King“ (available on the Amplify-Interactive site for download). I presented case studies on clients Tripwire (B2B) & TheFertileSoul (B2C) to illustrate what content is and why it matters not only to search engines, but to visitors and ultimately conversion as well.
The Q&A at this conference in general has been surprising to me. So many people seem to be standing up in sessions and asking off-topic questions for instance, someone got up during a PPC session and asked about META tags & SEO. What a contrast to SearchFest – where everyone, ourselves included, were amazed at the level of questions asked during Q&A. Anyway, I don’t want to say that our session was an exception, but the Q&A portion was generally very good and even after it was over I spent another 10-15 minutes meeting with walk-ups who wanted to ask questions and get advice. Ultimately, I was pretty happy about the fact that folks in attendance felt that I was a credible source, which is the point of doing these things anyway – building credibility. Mission accomplished.