day1 11 30-gibbons_content_marketing

Content Marketing – Hype or

Hope?

KEVIN GIBBONS BLUEGLASS.CO.UK

@KEVGIBBO

BlueGlass.co.uk @BlueGlass @KevGibbo

• BlueGlass EMEA,

Zürich, Switzerland

BlueGlass UK, London, England

• .

Content marketing can be hype…

This much content can never all be high quality

Tactics get over-saturated

A lot of content will often go unnoticed

It’s not just about creating a buzz

And it’s not about throwing stuff against the wall

Not everything is going to be a winner

Successful campaigns require a sustained content strategy (not 1 infographic!)

Learn what works & scale quality content

But without goals, how do you know if your content marketing is a success?

Set clear goals & objectives

• Raising brand awareness • Improving your SEO and online authority • Building your social audience • Increasing direct sales or leads • etc…

Great content isn’t produced in a silo

Get everyone involved!

Measure everything!

Make sure your content influences the

right goals & targets

• Editorial calendar around key events

• 50 natural links to target URL • 215 Facebook likes, 62 Tweets • Drove “Australian Open Tennis

Tickets” to #4 in Google

http://fiz-x.com/how-to-make-a-lightsaber/

We tracked and measured all SEO activity and uplift to prove the ROI in terms of revenue and market share uplift across Europe for target keyword groups

Tell your brand story to a targeted audience

Resonate with current & potential customers

Engage with social influencers

Influence sales at consideration buying phase

Build your brand reputation & online authority

Be Useful, insightful, creative, funny or topical

http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/

For best outreach results, you need an audience

And then do it all again!

http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013

The best campaigns aren’t content marketing – it’s brand building!

http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

@KevGibbo

Key Takeaways

1. Content marketing isn’t a one-off, it requires a sustained & iterative effort

2. Don’t just create content for the sake of creating a buzz – tie it into your overall marketing strategy & goals

3. Find what works well for your audience & do more of it! 4. Measure the impact to prove the value

KEVIN GIBBONS

KGIBBONS@BLUEGLASS.CO.UK

@KEVGIBBO

BLUEGLASS.CO.UK