Brighton SEO - September 2016
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Transcript of Brighton SEO - September 2016
Content Marketing, Approaching it as a Publisher
Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch
Martijn Scheijbeler
Marketing Director at The Next WebFormer Lead Growth, SEO & Analytics
[email protected] @MartijnSch
INDEX.CO
20,000 +160,000 +6,000visitors startups listed square meters
8,000,000unique users
INDEX.COConference
What we’re really good at?
@MartijnSch@MartijnSch / #BrightonSEO
CONTENT!?@MartijnSch@MartijnSch / #BrightonSEO
Content is King? Really…
Figures Content Marketing Data from August 2016
75.000 Articles as of August 2016
Priceless Amounts of fun
@MartijnSch
±8 Fulltime Editors on Staff
NOT A Marketing Trick
150.000 Pitches on a Yearly basis
150 Monthly pitches misspelling my name
@MartijnSch / #BrightonSEO
• How to create better content that people like. • Learn how we approach content marketing. • Great content? Want more people to see it. • How to pitch without pissing people off.
WHAT YOU GET OUT OF THIS?
@MartijnSch / #BrightonSEO
WhatOUR CONTENT MARKETING
PitchHOW TO DO OUTREACH
CreateWRITING & IMPROVING
1 2 3
What is your goal? Awareness. Revenue. Leads.
@MartijnSch@MartijnSch / #BrightonSEO
How we do, Content Marketing as a Publisher…
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO
How we decidewhat to write about?
@MartijnSch@MartijnSch / #BrightonSEO
1. What’s your ‘editorial’ vision? 2. Do you know what you’re covering?
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO
TNW is a future-proof tech media company that focuses on this cross-generational group and helps them get the most out of technology by
informing them through remarkable stories and insights.
Remarkable…
Internet technology, businessand it’s culture. We don’t care about:investments, hardware, rumours.
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO
How we come up with what to write about? Where do we find it?
@MartijnSch@MartijnSch / #BrightonSEO
OUR CONTENT MARKETING:Entertain Persuade
InspireEducate
@MartijnSch / #BrightonSEO
You work with more people? Create style guides, so you know how to deal with ios/iOS, iOs but also what tone of voice you’re using!
HOW WE WRITE:
@MartijnSch / #BrightonSEO
@MartijnSch / #BrightonSEO
How do we measure if content is working out?
@MartijnSch@MartijnSch / #BrightonSEO
Google Hangouts for Android overhauled with new ‘smart suggestions’, stickers and more 20%
40%60%80%
100%
Google has today announced a new version of Hangouts for Android that brings 16 new sticker packs, new video calling filters and smart suggestions.This latter feature will recognize key words or phrases in your chat and make contextually relevant suggestions, like if you type “where are you?” when trying to meet up with someone, it will present a one-tap option to share your location on a map.
Alongside new penguins, pirates, koala and cat stickers (among others), the company also introduced a range of new filter.
• 57 Custom dimensions • Examples:
• Author • Content Length • # Images in a post • # Videos in a post • Published Date • Companies, Profiles,
Topics.
CustomDimensions:
TLDR: Why we do what we do?
1. Know your sources 2. Know your tone of voice 3. Come up with ideas, don’t think too long 4. Measure what is important to you 5. Strategy depends on resources + scale 6. Think off platform
@MartijnSch@MartijnSch / #BrightonSEO
How does SEO + Growth come into play?
@MartijnSch@MartijnSch / @GA
AMP does help, a ton!
Title
Schema: HELL YEAH!?
FB Instant Articles… Mwah :(
You’re done! But nobody is reading your content?
YOUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO
Figures Content Marketing Data from August 2016
Priceless Amounts of fun
@MartijnSch
150.000 Pitches on a Yearly basis
150 Monthly pitches misspelling my name
@MartijnSch / #BrightonSEO
How (NOT) to do Outreach:
@MartijnSch / #BrightonSEO
Title
You need a relationship. Yes you do!
Martijn Scheijbeler
Marketing Director at The Next WebUsed to be a sh*tty link builder
[email protected] @MartijnSch
Dear Martijn…
We like to inform you about our press release around the news of the top experts in the cruise line industry on what their favourite ships and destinations are.
Bla bla bla…Attached you can find our press release.
PR & Online Marketing Manager
Hello to all at Martjin and Vince, I am the Operations Manager at XXX Productions which is a video production company. I’m reaching out to you in regards to our remote-controlled studio called XXX. The XXX facilitates video production, allowing you to appear on live TV and create HD videos from your office or home. XXX Productions believes our services and the XXX would be a valuable asset for The Next Web.
Dear Martijn… Dear Martjin Dear Martin Dear Marijn Dear Martji Dear {insert name} Dear *|FNAME|* Dear ,
TLDR: Pitching& Outreach
1. Make it (not too) personal 2. Keep it short + simple *stupid* (KISS)
3. Find + Don’t misspell somebodies name
@MartijnSch@MartijnSch / #BrightonSEO
Creating& Improving (y)our Content
WRITING & IMPROVING:
@MartijnSch / #BrightonSEO
How do we improve?
@MartijnSch@MartijnSch / #BrightonSEO
Company
@MartijnSch
Topic
Evergreen or News?
Region
Person
Event?
Keywords
Author
@MartijnSch / #BrightonSEO
Any idea what you’re looking at here?
Creating content isn’t hard!
You just thought about infographics, didn’t you!?
“Our boss is forcing us to play Pokémon GO during work hours”
@MartijnSch@MartijnSch / #BrightonSEO
@MartijnSch@MartijnSch / #BrightonSEO
@MartijnSch
40.000 Pageviews
2073 Shares
Coverage@MartijnSch / #BrightonSEO
79 Referring Domains
Take Aways: What, Pitch & Create
1. Create a strategy, a real one! 2. It’s a process, but don’t make it too long 3. Reach out to have your content read 4. Make your pitch personal, we’re humans 5. Have fun while doing it!
@MartijnSch@MartijnSch / #BrightonSEO
Do you have any Questions?
@MartijnSch@MartijnSch / #BrightonSEO