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A Keynote talk delivered by Dave Naylor from Bronco and Andy Barr from 10 Yetis PR at IonSearch in Leeds. Here is the talk overview: Becoming a brand is about more than simply trying to build links into your site that relate to the name of your site rather than the keywords, Google want to see you actually forging a viable online alternative to being a brand, putting yourself into a situation where users will actually search for the name of your site rather than finding you based on solely keyword related queries. In order to do this you need a good mix of SEO and Content Marketing to get your brand out there, but how do you do this? Join this session where Dave Naylor from Bronco and Andy Barr from 10Yetis will share their knowledge and experiences working together on campaigns where the two disciplines merge to make a successful online marketing campaign.
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SEO & PR
Why Bronco Chose 10Yetis
Proven track records
Why 10Yetis Chose Bronco
Proven track records
Mutual respect
Play to our strengths
Coordination between teams
High levels of communication
Sharing of information
How we work together…
Content isn’t pushed out without advice from either party.
A bit about Brands
Google+
Google Local
PPC
Trust Signals
Are you ticking all the boxes for Google?
Creating a Brand - SEO
Demonstrating thought leadership (white papers)
Regular and consistent media engagement
Demonstrating innovation and “first to market”
Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Creating a Brand - PR
Why create a Brand"Brands are the solution, not the problem," Mr. Schmidt said. "Brands are how you sort out the cesspool.“
Open your eyes Eric!
Brands are the Problem…oopsGoogle’s Mr Singhal calls this the problem of “brand recognition”: where companies whose standing is based on their success in one area, use this to “venture out into another class of information which they may not be as rich at”. Google uses human raters to assess the quality of individual sites in order to counter this effect, he adds.
Content Marketing
You Can’t Make This Stuff Up!
* We think they might have made it up
Content Marketing has been around forever! It’s just another Buzzword!
It is not new, content marketing is just the current buzzword of marketeers. Similar to "stakeholder engagement" the buzzword of marketeers in the early 2000's – Andy 10yetis
Content Marketing is just Bullshit – Dave Bronco
Content Marketing = Bullshit!
Article marketing
Commenting
Infographics
Guest posting
What is Acceptable Content Marketing?
96%Suggested these are mostly done incorrectly
Matt Cutts on Infographics…Last summer Google’s
Matt Cutts said that he:
...would not be surprised if at some point in the future we did not start to discount these infographic-type links to a degree. The link is often embedded in the infographic in a way that people don’t realise, vs. a true endorsement of your site”.
Don’t Believe Everything You Read!
96%!...really?!That was a 2
person survey and totally made up!
Content isn’t all LOL Cats
But the internet loves a Grumpy Cat
Examples of Good Content…
http://www.bbc.co.uk/news/business-15748696
Examples of Content…
http://www.bbc.co.uk/news/business-15748696
blog.interflora.co.uk/interflora-valentines-day-survey-infographic/
Embed link :www.interflora.co.uk/category/valentines-gifts
Examples of Content…
www.interflora.co.uk/category/valentines-gifts
What does it take
Interesting?
Controversial?
Thought provoking?
So what does it take? Is it…
Engaging?
Thorough?
Data driven?
Nobody wants to know what two things they should put on
their fish & chips…
Hate Bait
Why women hate me for being beautiful
www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html
Brand BuzzASOS yellow dress
www.google.com/trends/explore#q=ASOS%20yellow%20dress&date=today%2012-m&cmpt=q
Brand Buzz
Huge piece of work, 20 page white paper.
Supported with: Embed able interactive infographic, dedicated landing pages, press release,
video outlining the top line results, slideshare deck.
Gangnam Style: We did a white paper on how it went viral.
Something Yetis did
Landing page: http://www.10yetis.co.uk/public-relations/index.php?/archives/1587-10-Yetis-Reveals---How-Did-Gangnam-Style-Go-Viral---The-Viral-Marketing-Playbook.html
Emails added to newsletter DB: 485 (only company addresses kept, had over 2000 private emails)
Links to 10Y gained (not sure ;) )
Brands who have referenced it or used internally (can see from Slideshare): McDonalds, Adobe, Precise, Ogilvy
Something Yetis did Video viewed:
9.5k Slideshare
views: 18k
Slideshare "leads": 130
Coverage secured: Global
It has to be relevant to what you do (for SEO)
Death of fag-packet planning/content-must be well thought out
So, What is the Future For CM?
Fundamentals are still the same:-use multiple parts of the marketing mix
(cross digi platforms)
Will continue to evolve until marketers find a new wanky buzzword
Content getting ‘bigger’, more thought out, more multi-platform
More industry partnerships like Bronco and 10Yetis
-Strategic direction and deployment
What we Expect to see…
Rise in hybrid marketers (cross platform skill sets)
Wanky Buzzword: Inbound Growth Content Hacker?
Thanks for listening@davenaylor + @10yetis
