How To Deliver Revenue
Through Creative
Content & SEO
WHAT MAKES
GREAT
CONTENT?
Shareable
Personal
FUNNY
controversial
Interesting
Shocking
INSPIRING
unique
Great Content?
Shareable
Personal
FUNNY
controversial
Interesting
Shocking
INSPIRING
unique
TO
ME!
“People don’t read
ads. They read what
interests them, and
sometimes it’s an ad.”
- Howard Gossage
GREAT CONTENT SHOULD
STRIKE A CHORD WITH ME!
Even better…
IF IT EVOKES AN EMOTION
IF IT CAUSES A REACTION
GOT IT!
Lesson 1 – Know Your Goals
∞ What are the objectives?
∞ What ROI do I want
to generate from
this content?
∞ What actions do I want from the content?
Lesson 2 – Stay On-Brand
Lesson 3 – Think Device
∞ Transmedia
∞ Multi-device
∞ User ‘sessions’
∞ Think platforms
Lesson 4 – Be Human
https://www.youtube.com/wa
tch?v=VDcoRFJ4Q9w
Lesson 5 – Track the Progress
∞ Make sure you are always tying back to your
initial objectives
∞ Use your learnings to feed into future
campaigns
Objectives Tracking &
ReportingOptimise
Putting It Into Practice
Objectives &
Benchmarking
Audience Insights &
Business Information
Content Strategy
& Creation
Channel
Placement
Tracking &
Analysis
Device
Appropriate
The approach…
What Are The Goals?
∞ Use content to drive incremental revenue
∞ Leverage existing content
∞ Collaborate across the business
∞ Maximise reach to target audiences and influencers
Aim For Cohesive Organisation
Marketing
SEO
Social Media
Editorial
ProductEmail
PR
Direct
∞ All channels
considered
∞ Better quality
content will be
created
∞ More revenue is
driven from quality
controlled content
Bridging Department Content Plans
∞ Calendars exist throughout the business
∞ Map key activity
Marketing
Calendar
Sales
Promotion
Dates
CEO’s
Outlook
Calendar
HR
Resource
Calendar
Press
Calendar
Social
Activity
Roadmap
Digital
Marketing
Tech
Release
Schedule
∞ Face to Face Meetings∞ Project Manager∞ Centralised online using
G-Docs
Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
PR
Social
Technical
Marketing
Shoots
VM
Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
EditorialHOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
LONDON STYLE ICONS
BOUTIQUE CHOICE
PLAYLIST SPECIAL
DRESSES GIF SET
BOUTIQUE CHOICE
REASONS TO WEAR
HOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
PR SUMMER ANNOUCEMENT PR EVENT LONDON SALE PROMO PRODUCT FOCUS
EmailUSA SALE
HOLIDAY SHOP
CONCEPT SHOP WOMEN
BRAND FOCUS MEN
FESTIVAL DRESSING
BRAND FOCUS WOMEN
TRENDS ROUND UP
MEN’S SHIRTS
Social SUMMER COMPETITIONBLOGGER EVENT PHOTOS
PINTEREST COMPETITION
Technical
Marketing FASHION BLOGGER EVENT
Shoots MEN’S SUMMER STYLEBRAZIL – MEN’S
SHOES SPECIAL
VMCONCEPT SHOE –
SPORT LUXE
COLOUR CODES
VINTAGE
High – Link Opportunity,
Relationship Building, Brand
Visibility, Revenue Driver
Mid-Tier – Brand Visibility,
Relationship Building, Visits
Lower – Brand Visibility,
Visits
SEO Quality Control
∞ Create an SEO
checklist for each
department
∞ Sense-check any
content is going to
benefit SEO
∞ Will help increase
return from all
areas of the
business
TO BE ACTIONED
What content works best for SEO?
∞ Videos
∞ Widgets
∞ Interactive
Infographics
∞ Competitions
∞ Animated GIFs
∞ Hangouts
Content Solving Business Problems
Creating Content Within Content
∞ What type of content within content works best for SEO?
Blog Link Blog LinkNews Site
Pick Up
Standard Website
Content
Creating Content Within Content
∞ What type of content within content works best for SEO?
Standard Website
Content
Creative SEO
Assets
Blog Link Blog Link
Blog Link News Site
Pick Up
News Site
Pick Up
Blog Link
Blog Link
Distribution Plan – Reach
∞ Outreach the highest value content to your strongest influencers
∞ It can take months to build a complex relationship network
ContentOutreach to
influencers
Reach
Opportunity
More
likely
pickup =
Better
ROI
Actual
Reach
Distribution Plan – Extending The Reach
∞ Use tools and content recommendation engines to promote your content
Spent
$80
FREE!
“This collaborative, asset-
based approach generates
over twice the return than
a stand-alone SEO project.”- Farfetch
IN
SUMMARY
Summary – Key Takeaways
∞ Know your objectives
∞ Integrate with the wider business
∞ Content should drive a clear return
∞ Your audience = your influencers’ audience
∞ Think device and platform
∞ Be creative – BUT – be human and stay on-brand
THANK YOU!
Don’t forget –
Google Hangout next
Thursday 20th
November, 4pm for
any questions!
http://goo.gl/iz016e