3. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
PETE CAMPBELL
/ KAIZEN
• Founder / Director
• Won “Rising Star of the Year 2013” (Travolution)
• 5+ years SEO experience agency-side & in-house
• Built first website at 11
• Ran several high-traffic video gaming sites
8. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
WHY IS IT AWESOME?!
• You can do this on a shoestring budget "
(Average 15p CPC)
• Gets your content promoted to a relevant,
already engaged audience !
• You advertise on a network, each one has"
it’s own portfolio of publishers!
• Most importantly, it can earn you BIG links that
have the Matt’s Cutts Seal of Approval!
10. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
MY EXPERIMENTS!
• Will Content Advertising = correlation of shares & links?!
• 3 x Campaigns on SME Clients
• 3 x Different Networks (Outbrain, Taboola, nRelate)
• Small Budget (£470 / 3 Clients)
• No Other Outreach Tactics
• Measured on a Cost Per Link & Share basis "
(Used SharedCount & Majestic Bulk Backlink Checker)
28. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
• Content doesn’t need to be great, just packaged well
• If you have a ‘click-bait’ headline, clever formatting &
encourage people to link to it – you’ll win.
THE SECRET TO SUCCESS IN
CONTENT ADVERTISING!
31. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
USERS DON’T READ CONTENT (THEY SCAN IT)!
“We found 79 percent of our test
users always scanned any new page
they came across; only 16 percent
read word-by-word.”
- JAKOB NIELSEN - 1997
32. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
5 FORMATTING TRICKS TO GET A
USERS ATTENTION!
1. Use Lists
2. Use Sub-Headings
3. Visualise Each Point (GIFs, Photos, Data Viz)
4. Have Paragraph Breaks, Lots of Them
5. Bold, Italic, Underline Key Points
33. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
MAKING THINGS LINK-WORTHY!
1. Always have a HTML Embed Code"
(iFrame or simple image thumbnail)"
2. Use Open Graph Tags to pre-populate Social Share
buttons (http://ogp.me/) "
3. Incentivise people to share it"
(share to win – rafflecopter.com, paywithatweet.com)
34. @petecampbell
KAIZEN
http://www.kaizensearch.co.uk/
KEY TAKEAWAYS!
1. Fail fast, this probably won’t work the first time you try it!
2. Host content on a separate landing page with its own look & feel!
3. Avoid corporate branding, stick a logo beneath the fold.!
4. A/B Test Headlines!
5. Be clever with formatting, make the content easily digestable!
6. Use EMBED Codes and pre-populated social share counters!
7. Use the Platforms that have the right portfolio for your asset!
8. Have Cost Per Link & Cost Per Share Targets (Track using
SharedCount & Majestic Bulk URL Checker)!
9. Measure Page-Flow, Bounce Rate & Time on Site!
10. Strip away the non-performers, fast!