How to Create Outstanding Content Across Europe by Kevin Gibbons and Chelsea Blacker
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Transcript of How to Create Outstanding Content Across Europe by Kevin Gibbons and Chelsea Blacker
Content Marketing in Europe
Kevin Gibbons & Chelsea Blacker
e: [email protected] / [email protected]: @kevgibbo / @chelseablackerw: www.blueglass.co.uk
Who Are BlueGlass?We speak over 25 languages
BlueGlass UK,London, England • BlueGlass EMEA,
Zürich, Switzerland
Agenda
Part I – How to Run Content Marketing Campaigns
Part II – How to Achieve Success in Europe
Part I: How to Run Content Marketing Campaigns
Biggest Mistakes of Content Marketing= Starting With the Wrong Questions
If You’re Chasing the Google Algorithm Something is Wrong!
Tactics Get Oversaturated
(It’s not about sharing content with your mates)
It’s Not About Creating a Buzz
“Your brand is the single most important investment you can make in
your business”Steve Forbes
Every Content Campaign Should Start With Goals
• Profit per Customer?
• Number of Customers?
• Market Share?• Customer Lifetime
Value
• Total Revenue?• Net Profit?• Volume of Sales?• Average Order Value?
But It Needs to be Aligned & Measuring the Right Goals
Content Should be Driven by Brand Strategy, Not Channel-Specific Tactics
BrandStrategy
SEO
PPC
SocialMedia
Digital PR
MarketingStrategy
ContentStrategy
Affiliate
Understanding Your Audience
Monitoring Your Audience
Converting Your Audience
Targeting Your Audience
Marketing to Your Audience
Build Your Content Around Audience
• How does your audience interact with your content?• What content do prospects need before they
purchase?• Is your tone of voice consistent across all channels?• How many channels do customers typically come
from?• Do returning customers have a different behaviour to
new visitors?• Can you tailor the experience to multiple personas?• What is the lifetime value of a new customer
once they’ve visited content? <-- Measure this!
Focus on Consumer Opportunities
Google Vertical Search is a Big Threat to Affiliates
Which Brands are Market Leaders in Content?
Be the Vertical Market Leader – Give users the best content experience
possible
Get them to Subscribe, Follow & Download Content – so that they come
back directly!
Successful campaigns require a sustained content strategy (not 1 infographic!)
Learn What Works & Scale Quality Content
Make Content Consumer-Led & Data-Driven to Have a Newsworthy Hook &
Angle
Every Story Needs an Audience… If you haven’t got one, leverage someone
else’s!
Promoted business card content:- Generated links/shares from
authority environmental blogs- Increased ranking for “business
cards” from #3 to #1 in Google!
Leverage Organic Search from Overall Strategy
Inspire Social Influencers & Authority Authors
Promote via Content Distribution & Paid Social
Provide Unique Content to Affiliates
What affiliates would contribute to the overall multi-touch profile for your brand
Do the affiliates your working match your brand values? (cash back affiliates might not go with high value e-coms products)
Are all affiliates updated with the latest offers and opportunities?
Does your affiliate programme prioritise end of funnel activity or are you incorrectly benefiting affiliates in driving “research” activity?
Capture & Retarget Potential Customers
Again & again (via multiple channels)
Don’t Rely on Google – Build an Audience
Part II: How to Achieve Success in
Europe
http://fiz-x.com/how-to-make-a-lightsaber/
Promoted electronic components infographicAcquired 100+ links/co-citations from 65 unique domains across 5 countries
What We Learned With Content in Europe
Translated & promoted infographic across 12 countries:Generated over 100 quality links & thousands of social shares from authority publications.
What We Learned With Content in Europe
Carefully Craft Content to Targeted Audiences
Data Driven = More Newsworthy & Shareable
A one-fits all approach doesn’t work!
Translation isn’t good enough!
You Still Need Local Knowledge
But without centralisation it looks like this!
Centralised Strategy + Local Knowledge = Best International SEO
Success
Ditch the Silos to Improve Efficiencies
@KevGibbo
International SEO Tips
BlueGlass.co.uk@BlueGlass @KevGibbo
Algorithm changes happen in English about 6 months before rolling out in other languages, anticipate how to improve link building issues before updates lead you down the wrong path.
Don’t Wait Before a Google Penalty Hits…
BlueGlass.co.uk@BlueGlass @KevGibbo
Many languages have very limited geographic reach, ensure content can be tailored.
Tailor Your Content Specifically
BlueGlass.co.uk@BlueGlass @KevGibbo
Low domain authority in small markets isn’t unusual, it’s simply because these markets don’t attain the same volume
Quality Links Are All Relative to the Market
BlueGlass.co.uk@BlueGlass @KevGibbo
Build logical bridges between content in the same language. Ensure previously built links are asked to point to most relevant language page.
Try to clearly separate geo-location content
Understand local behaviour & holiday timetables
Outreach is much easier when it’s personal
Timing is important – it all needs to line-up
HREFLANG Can Work Very Well – Especially for Lower Populated Countries
@KevGibbo
Country Tips
@KevGibbo
• Hobby bloggers or webmasters of non-commercial websites can be very sceptical of outreach requests
• Good opportunities in other German speaking countries such as Austria and Switzerland.
• Target just a few websites and personally address them, explaining the benefit to their site to share your link.
• Content/emails must be written by a native speaker.• German people are quite straight forward – just tell them
what you want!
Germany
BlueGlass.co.uk@BlueGlass @KevGibbo
• Yandex has market share – and old-school tactics still work here, but build carefully, focusing on natural links if you can.
• As a general rule, Russian web users are a bit younger than in other western European countries so take this into account when creating content for them.
• Outreach in English can work, better than other European countries.
Russia
BlueGlass.co.uk@BlueGlass @KevGibbo
• There is very limited resource and audience compared with other markets.
• Nordic users are very web savvy, but SEO is far behind.• While most users are fluent in English, they do search in
their mother tongue so it’s not enough to write content in English.
• Lots of consumer protection laws around sending unsolicited emails, personal relationships work better.
The Nordics
BlueGlass.co.uk@BlueGlass @KevGibbo
• When approaching French speaking webmasters, only speak in French. Make sure your grammar is correct.
• Co-branded content partnerships work much better than link exchanges for content.
France
@KevGibbo
• Italian market is very small, which means you can get away building links from sites with standards below those of English language websites.
• Even Italian national media websites often have very average domain authority scores.
Italy
BlueGlass.co.uk@BlueGlass @KevGibbo
• Very commercially savvy• Building blogger relationships can be a long-process, but
pays off long-term• To gain access to top quality sites, create a piece of
content which shifts a niche’s standards or knowledge base.
• Don’t expect quick results, the American market takes a while.
USA
Key Takeaways
Integrate a Single Strategy with a Range of Local Expertise
It’s All Relative Understand the different market approaches
Focus on Brand & Audience Building Consider the Risk of Relying Too Heavily on
Kevin Gibbonse: [email protected]: @kevgibbow: www.blueglass.co.uk
Chelsea Blackere: [email protected]
t: @chelseablackerw: www.blueglass.co.uk