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@stekenwright | #FigDigContent | 12th Nov 15
“~80% of B2C marketers plan to produce more content in 2016…regardless of effectiveness
[or] clarity of success.”
Source: Content Marketing Institute
Source: Content Marketing Institute
Content marketing success metrics85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent
Optimise your content for keywords
Create useful content, don’t care about links
Go and build links
Does anyone still care about keywords?
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop click through rate
0
50,000
100,000
150,000
200,000
250,000
300,000
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Google Organic Est. Non-Brand Horizon Traffic Index
Non-brand keyword traffic
UK Travel Insurance Industry: April 2015
UK Travel Insurance Industry: May 2015
Create content for users, optimise for keywords
“It’s nearly impossible to earn links with just good, unique content.”
It’s nearly impossible to earn links without link building
Links ≠ SEO Rankings
Content optimised for keywords
Content for links
Useful content SEO
Optimise your content for keywords
Source: Content Marketing Institute
Success for bathstore85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent
SEO visibility
Create useful content, don’t care about links
Source: Content Marketing Institute
Success for Inchcape85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent
ResultsInchcape Cooper BMW
39%Reduced bounce rate
10%Increase in length of stay
20%Increase in enquiries
Inchcape Toyota
42%Increase in users
+15,000Sessions / month
Conversion rate
SEO visibility
Go and build links
Source: Content Marketing Institute
Success for Provident85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent
The cost of living
We help people who
struggleGamification
