day1 11 30-gibbons_content_marketing
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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
