INVEST  (AND  WIN)  

WITH  CONTENT  

GOOGLE  HAS  HAD  A  GOOD  TIME  OF  IT  

AND  HAS  BEHAVED  LIKE  KING  OF  THE  JUNGLE  

CHANGE  IS  COMING  

A  NEW  SHERIFF’S  IN  TOWN  

THE  METHOD  OF  DISCOVERY  IS  CHANGING  

SOCIAL  HAS  BEEN  BUILDING  

AN  ARMY  

THE  INDUSTRY  IS  FINDING  OTHER  WAYS  TO  BUILD  AUDIENCE  

RESULT?  

GOOGLE  HAS  MOVED  FROM  THE  STICK…  

TO  THE  CARROT  

GOOD  CONTENT  IS  BEING  REWARDED  

NOT  THIS  

THIS  

INTERACTIVE

HTWIN.NET  –  SCALE  OF  THE  UNIVERSE

DEBT.CO.UK  –  FOOTBALL  AND  DEBT

THIS  

GOOGLE  IS  GIVING  US  REASONS  TO  INVEST  

PENALTIES  

100%  NOT  PROVIDED  

HUMMINGBIRD  

IN  DEPTH  ARTICLES  

FRESHNESS  ALGO  

SOCIAL  SIGNALS  

SOCIAL  REWARDS    GREAT  CONTENT  

ENGAGEMENT  

AUDIENCE  ACQUISITION  

WHAT  KIND  OF  CONTENT  WORKS?  

LED  BY    

BIG    CONTENT  

AND  GREAT  REGULAR  CONTENT  

OUR  CONTENT  PROCESS  

IDEATION   VARIATION   CREATION   DISTRIBUTION  

IDEAS  ARE  THE  LIFEBLOOD  

IDEATION  

 CLIENT  GOALS    

 

 SOCIAL  DATA  

 

LONG  TAIL  PHRASES  

SEMANTIC  PHRASES  

TRENDING  CONTENT  

EVERGREEN  CONTENT  

CONTENT  TYPES  

PURCHASE  FUNNEL  

THE  BRIEF  

SOCIAL  DATA  

USE  THIS  

CREATE  THIS  

0%  10%  20%  30%  40%  50%  60%  70%  80%  90%  100%  

PERCENTAGE  OF  AUDIENCE  WHO  LIKE  

Facebook   Phones  4u  

EVEN  THIS  98  

92  

87  

84  

74  68  64  

63  

62  

53  

51  

43  

40  31  

30  23  22  15  

Zazzle  Content  Index:  TV  Shows  

Jersey  Shore   I'm  A  Celebrity  

Britain's  Got  Talent   Two  and  a  Half  Men  

Strictly  Come  Dancing   CoronaUon  Street  

Only  Way  Is  Essex   How  I  Met  Your  Mother  

X  Factor   Mock  The  Week  

Geordie  Shore   Family  Guy  

Walking  Dead   Dexter  

Spartacus   Game  of  Thrones  

Mad  Men   Downton  Abbey  

THE  LONG  TAIL  

SEMANTIC  PHRASES  

TRENDING  CONTENT  

EVERGREEN  CONTENT  

PURCHASE  FUNNEL  

CREATE  THE  STRATEGY  

ENSURE  VARIATION  

CREATE  THIS  

SMALL  CONTENT  TYPES  

CompeUUons  

Infographics  

ArUcles  

Surveys  

Video  

BIG  CONTENT  TYPES  Data  

VisualisaUons  

InteracUve  infographics  

Games  

CompeUUons  

Ebooks  

Whitepapers  

CREATION  

PRODUCE  VARIATION  

DIVERSE  SKILL  SETS  HEAD OFCONTENT

DEPUTY

CREATIONTEAM LEAD

DISTRIBUTIONTEAM LEAD

INFLUENCERANALYST

OUTREACHEXECPR EXECPAID MEDIA

EXEC DESIGNER DEVELOPER WRITERS VIDEOGRAPHER

DISTRIBUTION  

COVER  EVERY  ANGLE  

PAID  MEDIA   EARNED  MEDIA  

OWNED  MEDIA  

FIND  THEM  

CONNECT  WITH  

PROFESSIONALS  

LINKEDIN  

TWITTER  

JOURNALIST  DIRECTORIES  

AND  OUR  OWN  TOOL  

PReacher  

PREACHER.ZAZZLEMEDIA.CO.UK  

PROMOTION  

PAID  SOCIAL  AMPLIFICATION  

PAID  SEARCH  

EARNED  INFLUENCER  CHANNELS  

Social   Forums  

Groups   Aggregators  

OWNED  CHANNELS  BLOG  PAGES   E-­‐NEWSLETTERS  

OPTIMISE  FOR  SOCIAL  

GOOGLE  PLUS  AUTHORSHIP  

OPEN  GRAPH  

TWITTER  CARDS  

SUPPORT  WITH  THIS  

GET  IT  RIGHT  THOUGH…  

SCALE  OF  THE  UNIVERSE  

87k  Links      3.5k  Domains    35k  Twi er  shares    320k  Facebook  shares  

An  interac`ve  infographic  –  htwins.net/scale2/  

Simon  Penson      Zazzle  Media  Managing  Director  

www.zazzlemedia.co.uk  

@simonpenson  

simon.penson@zazzlemedia.co.uk  

Download  this  presenta`on  on  Slideshare  

 

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