Evolution of Content Marketing
KEVIN GIBBONSBLUEGLASS.CO.UK
@KEVGIBBO
Google hates old-school SEO & link building
Scaled quality content works
Google has more signals on quality/authenticity than ever
Quick warning:
Content marketing isn’t always the answer…
People are still making basic mistakes(this much content can never all be high quality!)
Tactics get over-saturated
It’s not about sharing content with your mates
It’s not just about creating a buzz
It’s not about throwing stuff against the wall
And not everything is going to be a winner
Don’t rush straight in…
Think about what you want to achieve
Successful campaigns require a sustained content strategy (not 1 infographic!)
Without clear goals, how do you know what content success looks like?
Build a Strategy to set clear goals & objectives
• Raising brand awareness• Improving your SEO and online authority• Building your social audience• Increasing direct sales or leads• etc…
Great content isn’t produced in a silo
Getting things done is the biggest ranking factor – get everyone involved!
Measure everything!
Make sure your content influences the right goals &
targets
• Editorial calendar around key events
• 50 natural links to target URL• 215 Facebook likes, 62 Tweets• Drove “Australian Open Tennis
Tickets” to #4 in Google
Translated & promoted infographic across 12 countries:Generated high quality links & social shares from authority publications
http://fiz-x.com/how-to-make-a-lightsaber/
We tracked and measured all SEO activity and uplift to prove the ROI in terms of revenue and market share uplift across Europe for top target keyword groups
Resonate with current & potential customers
Identify your audience & key influencers
Create a solid strategy to integrate all channels
Think more consumer-led & data-driven content – what do your users want to see more of?
Tell your brand story to a targeted audience
Engage with social influencers
Influence sales at consideration buying phase
Build your brand reputation & online authority
Be useful, insightful, creative, funny or topical
http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
Be agile
Be prepared to adapt
Don’t admit defeat!
http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
Be remarkable…
For best outreach results, you need an audience
And then do it all again… Using iterative & agile campaigns to target key opportunities
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013
The best campaigns aren’t content marketing – it’s brand building!
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
@KevGibbo
Key Takeaways
1. Content marketing isn’t a one-off, it requires a sustained & iterative effort
2. Don’t just create content for the sake of creating a buzz – tie it into your overall marketing strategy & goals
3. Find what works well for your audience & do more of it!4. Measure the impact to prove the value
KEVIN GIBBONS [email protected] @KEVGIBBOBLUEGLASS.CO.UK