My presentation from SEO Barcamp on how to create a measurable content marketing strategy using onsite optimisation to measure the value of your content
2. Director of Content and optimisation at Funding
Circle
Head of Social and Content at PayPal UK
Head of Social at Gumtree / eBay Classifieds
And yes I am South African but please don’t ask me
about Oscar!
3. 763
224
138
£50 million £100 million £150 million
£235
million
Lent in 3 years
$37m funding round
70k+ Investors
4000 loans
Days
4. First, we build the content machine
To take a content-led approach to onsite optimisation and
positioning, you first need to build up content assets
5. This was the homepage when started at Funding Circle
Of the many things this
home page was lacking,
trust, vibrancy and
social proof were the
main concerns for me
7. Data-led transparency
So we created
transparent, data-led
content on the
marketplace dynamics
of Funding Circle
8. The naked company
We took the naked
company approach
and opened up the
doors to our
business by
interviewing teams,
being honest about
the tricky sides of
the business etc
10. Building up premium, genuine case studies
We put in a huge amount
of time and effort into
sourcing and creating top
quality, genuine customer
case studies, using
professional
photographers and
videographers to tell our
story through our
customers
11. Then we used that content
to help build trust and pride
amongst our users
Actual
business
customer
A little
product
exposure!
Explaining our value prop
in one sentence using a
genuine example
14. Content best practice: The 20:1 rule
One case study of Bramley & Gage has been seen on:
Blog headerMagazine inserts Home page Slide share
Blog post x2 Facebook album G+ album Youtube x2
This is a great method for creating content cost effectively and also building brand consistency
21. Content approach to advertising
Creative A – Control version Creative B – New version
60%
reduction in CPA
22. Transactional content
Mining opportunities through data:
Only 8% of the businesses on our business email list had taken out a loan with us. Adjust to appeal to these businesses
23. Transactional content
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14
So, very simply, we moved the loan CTA to
the top of the email in Nov 13
Revenue generated from email
25. Thank you
Jon Bishop – Online Marketing Consultant
@jonin60seconds
jonmichaelbishop@gmail.com
Editor's Notes
How we make the most of our case studies
This makes it easy to prove the value of producing these case studies. The increased trust, authenticity and style which ultimately influence conversion efficiency means thousands of savings for the business
How we make the most of our case studies
This makes it easy to prove the value of producing these case studies. The increased trust, authenticity and style which ultimately influence conversion efficiency means thousands of savings for the business
What is A/B testing
Google tested 30 different shades of blue for Gmail links
37 Heights improved conversion 200% by changing button copy
It has been my mission since day one to put real people on the home page!