oliver parsons - content collaboration - birmingham marketing conference

Oliver Parsons

Driving Change Through InnovationBirmingham, 16th September

Content Collaboration to Successfully

Engage your Audience

B R O O K S E N G L A N D - O L I V E R P A R S O N S

O L I V E R

P A R S O N S

D I G I T A L M A N A G E R

B R O O K S E N G L A N D

T H E S T O R Y O F

J B B R O O K S

W H Y H A S C O N T E N T B E C O M E

S O I M P O R T A N T T O B R A N D S ?

• Websites with blogs have 434% more indexed pages

and 97% more indexed links

(Source: Ignite Spot)

• Companies with 51 - 100 pages on their website

generate 48% more traffic than those with 50 pages or

fewer

(Source: Hubspot)

• Social Media accounts for almost one in every five

minutes spent online, and reaches 82% of the entire

world’s online population, which represents an

audience of nearly 1.2 billion internet users

(Source: Market Community)

T H E C H A L L E N G E

F A C I N G B R O O K S

B R O O K S E N G L A N D C O N T E N T

C H A N N E L S

• The Brooks Blog

• Social Media

• Video

• The Bulletin

• The Brooks Bugle

• The Brooks Book

O U R D I G I T A L E F F O R T S H A D

S T A G N A T E D

• Community was no longer growing

• Engagement was falling

• Key platforms were under utilised or not used at all

0

100,000

200,000

300,000

Yr 1 Yr 2 Yr 3 Yr 4

Brooks Blog Visitors

0

7,000

14,000

21,000

28,000

35,000

2010 2011 2012 2013

Brooks Facebook Community

W H A T H A P P E N E D

N E X T …

C H A N N E L

S T R A T E G Y

• Created a strategy for each

channel

• Assessed which content

was performing best

• Segmented our audience

W H A T M A K E S U P

C O N T E N T ?

C O L L A B O R A T I O N & G U E S T P O S T

S T R A T E G Y

• Wider Audience

• Voice of Authority

• Human Stories

• Wider interest than Saddles and Rucksacks

T H E B R O O K S

B L O G

A N E W B E G I N N I N G

O U R A U D I E N C E ( S )

A U D I E N C E H A D

M A T U R E D

J U L I E T

E L L I O T T

S H A R E D J O U R N E Y

O U R C O R E A U D I E N C E W A N T E D

S O M E T H I N G M O R E

I N F O R M A T I V E

J A C K

T H U R S T O N

I N T E L L E C T U A L I N S I G H T S

B I K E S N O B

N Y C

C O M I C R E L I E F

0

100,000

200,000

300,000

400,000

500,000

Yr 1 Yr 2 Yr 3 Yr 4 Yr 5

Brooks Blog Visitors

C O L L A B O R A T I N G O N S O C I A L

T H A T ’ S N O T A L L …

R E S U L T S

G R O W T H O F A C O M M U N I T Y

• Today Brooks has an online community has increased

by over 200% increase in 2 years

• Mailing list has doubled in size

• The Brooks Blog has returned to growth

• 30% increase in direct sales

0

18,000

36,000

54,000

72,000

90,000

2010 2011 2012 2013 2014 2015

Brooks Facebook Community

S U M M A R Y

– D H A R M E S H S H A H , H U B S P O T

“Focus on attracting people instead of annoying

them.”

• Think like a publisher

• Build a content calendar and publish frequently

• Get on recommendation lists

• Treat the audience as equals

• Measure and improve

– G U Y K A W A S A K I

“Provide good content and you will earn the right to

promote your product.”