Creative Content Resolutions for Challenging Industries #ContentMarketingShow

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Creative Content Resolutions for Challenging Industries www.blueglass.co.uk @BlueGlass “Motivational Content Stories for the Downtrodden” at the #contentmarketingshow - SlideShare Edition -

description

Motivational Content Stories for the Downtrodden was created by Chelsea Blacker for the Content Marketing Show in London on 17 July 2014. The talk focused on three challenging industries where creative content marketing ideas need to overcome a multitude of challenges to drive effective results. For the gambling industry, BlueGlass focused on bringing the excitement of poker as a sport to life for the general public. For nutrition industry, we created digital experts and focused on a content hub in accordance with Do Know Go. For the B2B industry, we supported internal staff becoming brilliant thought leaders in the events management space online.

Transcript of Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Page 1: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Creative Content Resolutions for Challenging Industries

www.blueglass.co.uk@BlueGlass

“Motivational Content Stories for the Downtrodden” at the #contentmarketingshow

- SlideShare Edition -

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Three Content Stories

Cha

lleng

eR

esol

utio

n

Brand About the brand and industry background.

Challenges What are they up against?

BlueGlass Thought Process

How does BlueGlass think about these issues?

BlueGlass Resolution How does implement a solution?

Results What were the results?

Key Learnings What are the takeaways?

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Challenge 1:To promote a brand & industry

nobody wants to support

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Gambling Industry

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Poker is a sport

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Players are looking to develop

their skill set

Alan N. Schoonmaker, Ph.D.Industrial psychology at UC Berkeley

MathsLogic

ConcentrationPatienceDiscipline

Risk RewardDiversity

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What poker skill is transferable to the general public?

Bluffing.

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Eye movements

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Touching

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Feet

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Create a research lead piece

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Get on the phones

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Mashable was interested in

publishing the content

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12,500+ social shares

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519 External Linksfrom 65 Domains

Before Placement After Placement

External Backlinks 1 519

Referring Domains 1 65

Moz Page Authority 1/100 53/100

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Lessons Learned

1. Find a universally appropriate angle for your content.

2. Get professional researchers involved.

3. Publishers are partners, involving them means they buy into publishing.

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Challenge 2:To make B2B interesting

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Conference Rooms

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How do we make interesting content around conference rooms?

Educate the target

market.

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Incorporate staff

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Develop the blog as a resource

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Promote staff’s expertise on other

sites.

- Images have been removed -

Site 1CitationFlow: 42

TrustFlow: 47Moz DA: 54

Site 2CitationFlow: 39

TrustFlow: 54Moz DA: 64

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Lessons Learned

1. Make internal staff into experts.

2. Develop the blog as a resource which can be linked to.

3. Promote staff as the content creators for other websites.

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Challenge 3:Don’t get sued

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Nutrition Industry

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Regulatory Bodies

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What can we say?

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If we can’t promote product benefits, who can?

Experts.

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Nutritionists

For more details on how BlueGlass creates campaigns like this one,

please contact @BlueGlass

[email protected]

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Create a hub for nutrition related

content, separate from the e-

commerce site.

Do. Transactional Content.

Know. Informational Content

Go. Navigational Content

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Connect the social signals.

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Promote our experts to

publications.

- Images have been removed -

Site 1CitationFlow: 56

TrustFlow: 71Moz DA: 84

84Site 2

CitationFlow: 48TrustFlow: 55Moz DA: 67

Site 3CitationFlow: 59

TrustFlow: 53Moz DA: 89

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Published Press

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Lessons Learned

1. Locate offline experts hungry to expand their opportunities.

2. Develop your offline experts into online experts.

3. Separate your transactional content from informational content.

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What have we learned?

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1. Find a PG angle for your content.2. Get professional researchers involved.3. Publishers are partners, involving them means they buy

into your content. 4. Turn internal staff into valued experts.5. Develop the blog as a resource which can be linked to.6. Promote staff as the content creators for other websites. 7. Locate offline experts hungry to expand their

opportunities.8. Develop offline experts into online experts.9. Separate your transactional content from informational

content.

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@ChelseaBlacker

[email protected]

www.blueglass.co.uk