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Content Marketing Strategy Session

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Link building is DEAD.

OK, still breathing.

Why Content Marketing

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Cheap SEO tricks like directory links and paid for link networks have stopped delivering results to most clients. Quality content matters, but how do you come up with consistently good ideas for content and convince your client to produce them?

Content Marketing Is Of Growing Importance

Top Brands Are Prioritising Content Marketing

How do we do it?

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EXPLAIN PLAN EXECUTE

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EXPLAIN PLAN EXECUTE

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Good Content Marketing Is About Three Things

Links

Social Sharing

User engagement

Word of mouth

Offer a value exchange to site owners

Go beyond just getting links

Collaborate across teams: focus on one goal

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Our Approach To Content Marketing

Principles In PracticeA content strategy should go beyond just links

Aim to add value to people in the consideration phase through targeted content

Utilise real content to form real partnerships

Reach out to site owners offering content of genuine interest

Collaborate with teams to work towards one clear goal

Create a content calendar accessible to all teams and stakeholders

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To Deliver Content Marketing Effectively, We Need To

Define a strategy That changes over time

To deliver natural growth in referring domains

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How We (Lucy) Conveys Content Marketing To Clients

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EXPLAIN PLAN EXECUTE

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Every quarter we analyse the landscape to gain a better understanding of exactly how we should be marketing the site each month.

Integrated Quarterly Planning Process

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Populating A Calendar With Data

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Shared Calendar For All Teams

Using Insight To Inform Our Decisions

Initiatives devised by Client & PFX based on

v2 calendar

PFX Content Marketers devise distribution

plan for each initiative

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In 2012 we created hundreds of videos, apps and games resulting in over 100 million visits including the O2

Future Timeline

Working With Internal Agencies

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Random pterodactyl slide

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EXPLAIN PLAN EXECUTE

Tiered Approach To Content Marketing

Landmark content initiatives – Quarterly opportunities that

can coincide with existing campaigns

Small scale content – Blog posts, infographics,

competitions, press releases

Existing Opportunities – Existing links, survey

data, videos

Tiered Approach To Content Marketing

Landmark content initiatives – Quarterly opportunities that

can coincide with existing campaigns

Small scale content – Blog posts, infographics,

competitions, press releases

Existing Opportunities – Existing links, survey

data, videos

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Finding Desolate Web Properties

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Re-align Assets

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Re-using Existing Content

Generating Real Discussions

Reddit

Tiered Approach To Content Marketing

Landmark content initiatives – Quarterly opportunities that can coincide with existing campaigns

Small scale content – Blog posts, infographics, competitions, press releases

Existing Opportunities – Existing links, survey data, videos

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Small Scale Content - Toyota

Blog: “Top 5 off road courses in the UK”

Submit factory art piece to thisiscolossal.com

Competitions: “best RAV4 action shot”

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Small Scale Content - DishwashingExpert

2000 VISITS IN 6 HOURS

5% OF MONTHLY TRAFFIC

Using Infographics - RAC

Simple Motoring – simplemotoring.co.uk

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Competitions Within Communities - RAC

Tiered Approach To Content Marketing

Landmark content initiatives – Quarterly opportunities that can coincide with existing campaigns

Small scale content – Blog posts, infographics, competitions, press releases

Existing Opportunities – Existing links, survey data, videos

A branded content idea which Performics believe would shift the client towards the centre of the conversation for selected

keywords

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What Is A Content Initiative?

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An Example Of Great Content

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Landmark Content : Helping RAV4 Work Harder

Places based near Dan’s adventures

on Route 125

Build More Relationships

Dan’s equipment suppliers

Other adventurers sympathetic to mission:active

Launch content in r/Toyota or other

niche communities

Focus value back to 4x4 keywords

Optimise link architecture

between Route 125 and Rav4 chapter

More features-orientated content could target users in the consideration phase

Case study

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Baking Mad– Over 2000 baking recipes– Well optimised website– Not capitalising on popular seasonal reasons to bake

The Challenge– Increase traffic from generic Valentines keywords – Ensure high SERP visibility during key fortnight around Feb 14th

Our Strategy– Create and optimise specific Valentines-themed pages– Use Performics content marketing methodologies to promote the new pages

Results– 540% increase in Valentines related traffic compared to 2011– 87% of this traffic was new to Baking Mad

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Case Study 3: Valentines Campaign