Content Marketing Session
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This document discusses content marketing strategies and provides examples. It emphasizes creating quality, valuable content to build links and engage users organically. A tiered approach is suggested, including landmark content initiatives, small-scale blog posts and existing opportunities. Collaboration across teams and a shared content calendar are important. Case studies demonstrate using seasonal content to increase traffic for a baking site and building content around a character's adventures to promote a vehicle. The key is offering valuable, discussion-worthy content to different audiences.
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Content Marketing Session
- 2. 2 Link building is DEAD. OK, still breathing.
- 4. 4 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?
- 7. How do we do it? 7
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- 10. 10 GoodContentMarketingIsAboutThreeThings 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
- 11. 11 OurApproachToContentMarketing Principles In Practice A 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
- 12. 12 ToDeliverContentMarketingEffectively,WeNeedTo Define a strategy That changes over time To deliver natural growth in referring domains
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- 15. 15 Every quarter we analyse the landscape to gain a better understanding of exactly how we should be marketing the site each month. IntegratedQuarterlyPlanning Process
- 18. UsingInsightToInformOurDecisions Initiatives devised by Client & PFX based on v2 calendar PFX Content Marketers devise distribution plan for each initiative
- 19. 19 In 2012 we created hundreds of videos, apps and games resulting in over 100 million visits including the O2 Future Timeline WorkingWithInternalAgencies
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- 22. TieredApproachToContentMarketing 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
- 23. TieredApproachToContentMarketing 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
- 28. TieredApproachToContentMarketing 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
- 29. 29 SmallScaleContent-Toyota Blog: “Top 5 off road courses in the UK” Submit factory art piece to thisiscolossal.com Competitions: “best RAV4 action shot”
- 30. 30 SmallScaleContent-DishwashingExpert 2000 VISITS IN 6 HOURS 5% OF MONTHLY TRAFFIC
- 31. UsingInfographics-RAC Simple Motoring – simplemotoring.co.uk
- 33. TieredApproachToContentMarketing 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
- 34. A branded content idea which Performics believe would shift the client towards the centre of the conversation for selected keywords 34 WhatIsAContentInitiative?
- 36. 36 LandmarkContent:HelpingRAV4WorkHarder 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
- 37. Case study 37
- 38. 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 38 CaseStudy3:ValentinesCampaign
Hinweis der Redaktion
- PrinciplesA content strategy should gobeyond just linksUtilise real content to form real partnershipsCollaborate with teams to work towards one clear goalIn PracticeAim to add value to people in the consideration phase through targeted contentReach out to site owners offering content of genuine interestCreate a content calendar accessible to all teams and stakeholders
- This is how I describe content marketing to clientsDifferences: Content marketing is a strategy whilst inkbuilding is a tactic. If you only linkbuild, you’ll spend all your whole time chasing the search engines algorithms. Content marketing is about genuine content that is released at the right time instead of impulsively, will add value to the user which ranks you highly in the serps & keeps adding value until it is taken off the site. SEO becomes based around discrete projects which we can show real RoI against, instead of interminable investment in linkbuildingAnalogy: cycling up hill (current linkbuilding) vs whizzing down a hill (content initiative based linkbuilding)
- Branded content is a mix of entertainment and advertising so its an idea that’s designed to appeal to, and be referenced by, people coming into the market for the services the client provides. What this means is that instead of building links, the links build themselves because people are naturally going to reference the content because its decent.