16. Build a Strategy to set clear goals & objectives
•
•
•
•
•
Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…
22. 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
24. We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Europe
for top target keyword groups
http://fiz-x.com/how-to-make-a-lightsaber/
34. Be useful, insightful, creative, funny or topical
http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
40. And then do it all again…
Using iterative & agile campaigns to target key opportunities
http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
41. 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
42.
43. 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
@KevGibbo
Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033