Content marketing 2016
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The full slide deck from the talk today at Lincolnshire Business Expo by Jodie King, SEO Traffic Lab. It covers everything from the type of content you should be writing to the platforms you should be distributing it on and what ultimately leads to successful content marketing. It is all about getting creative and having a bigger and bolder perspective on what exactly you are capable of with those smaller budgets. If the big brands can do it - these days with mobiles, micro-video, FlipBooks and PDFs at our fingertips then why can't everyone? Take a look at some of the industry leaders on their predictions for content marketing in 2016 and then ask yourselves if you cannot buck those trends and stand out for all the right reasons! Because you are doing something fresh, original and daring. It also discusses keywords and how that approach is still crucial in the right place but investing time into researching those keyphrases if just as important now that search engines are becoming more and more artificial intelligence led. Spruce up your content marketing and feel empowered by a thorough look into digital marketing and what it can do for your business. Lot's of deliverables and key takeaways that you can start to transform your own content creation with. https://www.seotrafficlab.com/ SEO Traffic Lab | The Penthouse | Mercury House | Gainsborough | DN21 1DY Call: 0843 634 3371 | Fax: 01427 619 501
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Content marketing 2016
- 1. SEO Lab Content Marketing Trends in 2016 | Jodie King
- 2. Traffic is a Lincolnshire based digital marketing company that delivers data driven campaigns with a fully optimised SEO foundation. Working with ecommerce, local & national businesses, with offices in Lincolnshire and London.
- 3. 3 What isn’t it? • Blogs/Articles • Social Media Posts & Memes • Website content • Email Newsletters • PDFs • Whitepapers • eBooks • FlipBooks • Video • Podcasts • Mobile Apps • Webinars • Presentations • Infographics • Case Studies • Testimonials/Reviews • Illustrations/Photos • GIFs @Jodieking595 @seotrafficlab
- 4. 4 Content Marketing is the new SEO It is how you put your passion, mission and ambition into words. Words that people will relate to. @JodieKing595 @seotrafficlab
- 5. 5 Content: The Facts 1. Google rewards the highest quality and most useful content with greater visibility 2. User and search engine requirements have aligned 3. Content is time consuming 4. Thin, spammy, and poor quality content can also be penalised by Google @Jodieking595 @seotrafficlab
- 6. 6 What Content Will Rule 2016 Let me come back to this later… @Jodieking595 @seotrafficlab
- 7. 7 Industry Expert Predictions ‘Tech and tactics are commodities, but creative talent is a rare and precious resource’ Jay Acunzo, NextView Ventures - @Jay_zo Continued struggle to produce content with ‘A truly differentiated story’ – @JoePulizzi, Content Marketing Institute ‘the audience’s already-high BS detectors shoot through the roof when they detect poor quality in audio, video, apps, and more’ Jay Acunzo, NextView Ventures @Jodieking595 @seotrafficlabAll taken from the Content Marketing Institute ‘40+ Predictions of Content Marketing in 2016’
- 8. 8 Industry Expert Predictions ‘All signs point to video. Whether it’s Facebook Live, video on Twitter, Periscope, Blab, Instagram, Vine, YouTube’ – ‘2016 will be the year when video becomes a primary content marketing consideration for all brands’ @jaybaer, President of Convince & Convert The fastest-growing aspect of content marketing ‘More brands are investing aggressively in awareness, training, and governance to empower their employees to become ambassadors for their brands through content production, content sharing, and social media engagement’ Bernie Borges, Find & Convert - @bernieborges @Jodieking595 @seotrafficlabAll taken from the Content Marketing Institute ‘40+ Predictions of Content Marketing in 2016’
- 9. 9 Industry Expert Predictions ‘The advent of new live-casting technology in 2015 (Periscope, Blab, and Meerkat) will lead to a huge upsurge in live broadcasting in 2016, which will surpass the growth of podcasting’ Michael Stelzner, Social Media Examiner - @Mike_Stelzner ‘Everyone is inundated with content, so 2016 will be the year of standing out. There will be more creative campaigns’ Gini Dietrich, Arment Dietrich - @ginidietrich ‘Live, branded broadcast will be the best conversion tool in 2016’ Juntae DeLane, Digital DeLane - @JuntaeDeLane @Jodieking595 @seotrafficlabAll taken from the Content Marketing Institute ‘40+ Predictions of Content Marketing in 2016’
- 10. 10 Industry Expert Predictions ‘Brands will get fatter. See, today they’re spreading themselves too thin. You can’t be everywhere and everything to everybody’ Barry Feldman, Feldman Creative - @FeldmanCreative ‘Content marketers who go big on visual and interactive will really break away from the pack’ Lee Odden, TopRand Marketing - @leeodden ‘I was recently working with a Fortune 100 brand that was finding it more and more difficult to cut through the information density on Facebook. I asked if they had considered Instagram. No. Slideshare? No. This diversification strategy seems so intuitive’ Mark W.Schaefer, Schaefer Marketing Solutions - @markwschaefer @Jodieking595 @seotrafficlabAll taken from the Content Marketing Institute ‘40+ Predictions of Content Marketing in 2016’
- 11. 11 Industry Expert Predictions Summary • Diversification of platforms used • Differentiation • Department collaboration • Video – Live video • Focused campaigns @Jodieking595 @seotrafficlabAll taken from the Content Marketing Institute ‘40+ Predictions of Content Marketing in 2016’
- 12. 12 What do the Stats say? B2B @Jodieking595 @seotrafficlab2016 B2B Content Marketing Trends – North America: Content Marketing Institue/MarketingProfs
- 13. 13 However… ‘Only 30% of B2B marketers say their organisations are effective at content marketing’ Joe Pulizzi & Ann Handley @Jodieking595 @seotrafficlab2016 B2B Content Marketing Trends – North America: Content Marketing Institue/MarketingProfs
- 14. 14 What do the Stats say? B2C @Jodieking595 @seotrafficlab2016 B2B Content Marketing Trends – North America: Content Marketing Institue/MarketingProfs
- 15. 15 However… ‘38% say they are effective at content marketing’ Joe Pulizzi & Ann Handley @Jodieking595 @seotrafficlab2016 B2B Content Marketing Trends – North America: Content Marketing Institue/MarketingProfs
- 19. Cold Hard Truth Someone has already said/done it. Someone has probably already said/done it better than you can. @Jodieking595 @seotrafficlab
- 20. Unless they haven’t It is time to get creative @Jodieking595 @seotrafficlab
- 21. • No bandwagon • No trends • Just YOU and YOUR audience @Jodieking595 @seotrafficlab
- 23. • Budget • Audience • Time • Skill If you let any of these restrain you – then you are hampering your creativity! @Jodieking595 @seotrafficlab
- 24. 24 So how do you get creative? • Tell a story
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- 27. 27 So how do you get creative? • Be emotive
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- 31. 31 So how do you get creative? • Be Honest Let Your Guard Down A Little.
- 32. 32 Talk about Your Struggles • Use ‘I’ more • Be a little vulnerable • Talk about issues as well as successes • Be open – transparent – personable • Who are you?
- 33. 33 Possible Honest Ad Campaigns
- 34. 34 You Have to Connect to YOUR Audience – YOUR User
- 36. 36 Where Would I Focus My Efforts?
- 37. Diversify & Differentiate Examples @Jodieking595 @seotrafficlab FlipBook
- 38. Diversify & Differentiate Examples @verticalfitnessgainsborough Video & Imagery Instagram YouTube Facebook
- 39. Diversify & Differentiate Examples @verticalfitnessgainsborough Apps
- 40. 40 Which Platforms for 2016?
- 41. The Ones I Know & Like @Jodieking595 @seotrafficlab I would focus traction & engagement on 2/3: • Instagram • Facebook • YouTube
- 42. Everywhere Else @Jodieking595 @seotrafficlab I would share and manually upload my content and fully optimise descriptions, NAP, links etc on:
- 43. Content Marketing will always be about: @Jodieking595 @seotrafficlab • Communicating effectively • Making connections • Sharing the right content • Engaging your audience • Being in the right place at the right time • Seizing opportunities • Inspiring customer action • Nurturing the needs of your customers • Showcasing your personality & culture
- 44. So what is best for you? @Jodieking595 @seotrafficlab B2B • LinkedIn • Video • Whitepapers & Flipbooks • Twitter • YouTube • Podcast • Periscope B2C • Instagram • Pinterest • Video • Mobile Apps • Facebook • YouTube • Website Content
- 45. Measure Your Success @Jodieking595 @seotrafficlab • Google Analytics • Search Console • Social Media Analytics
- 46. 46 “More voices mean more clutter, more competition, and a heightened need to strategize, adjust and adapt” Murray Newlands, Bruce Clay – Content Marketing Strategies for Professionals
- 47. A Moment on Keyword Research @Jodieking595 @seotrafficlab When discussing content it would be remiss of me not to mention Keywords. “I am ditching #Keywords and I am bringing in #KeyPhrases” @jodieking595
- 48. Search in 2016 @Jodieking595 @seotrafficlab Is all about people searching for their interests using #keyphrases via: • Search engines • Social media (Twitter, YouTube, Instagram) • Ecommerce sites such as Amazon / eBay • Online journals, magazine, article depositories • Influential sites and trend setters
- 49. What do you type in? @Jodieking595 @seotrafficlab You are going to Paris to see the sights. Do you type: Paris sights, sights in Paris, Paris museums, Paris…. Or? Do you type: best tourist sights in Paris, top museums to see in Paris, not to be missed places in Paris…
- 50. What do you type in? @Jodieking595 @seotrafficlab You are going to Paris to see the sights. Do you type: Paris sights, sights in Paris, Paris museums, Paris…. Or? Do you type: best tourist sights in Paris, top museums to see in Paris, not to be missed places in Paris…
- 51. 51 “One piece of shared, embraced, enjoyed content is better (more valuable) than a hundred sat in solitary confinement on your website blog” Jodie King, Content Marketing Trends in 2016, Lincolnshire Expo @Jodieking595 @seotrafficlab
- 53. 53 Be Bold Be Brave Be Brilliant @Jodieking595 @seotrafficlab
- 54. 54 5 Simple Takeaways to Sell More in 2016 Do not get fixated on keywords – find those keyphrases Research and Analyse Your Audience – GA & Analytics Be Creative Emotive & Honest Storytellers Be Original – Differentiate Diversify your platforms but focus on a few for each individual campaign @Jodieking595 @seotrafficlab
- 55. 55 Question Time
- 56. 56 How Healthy is Your Digital Business? Get your Free Consultation with SEOTrafficLab Find us on STAND 19 Thank You For Listening – Hope it Helped!
Editor's Notes
- Five important areas to work on that will lead to better rankings, more search engine traffic and more importantly improved conversions and revenue!