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 KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBOBLUEGLASS.CO.UK