What really makes the difference to content marketing? This presentation shares how you can maximise coverage and ultimately business results from your efforts...

1. K E V I N G I B B O N S
ON YOUR
CONTENT
MARKETING
Swing the Needle
@kevgibbo

2. What does SEO success look like?
HierarchyofKPIs
Strategy
On-site SEO & Content Strategy
Rankings
£
Traffic
Digital PR Coverage

3. To achieve this
you need a
strategy first
approach...
➔ Strategy
We help you understand where you are,
where to go & create a plan on how to get
there...
➔ Creativity
We’ll create content to make you stand out
from the crowd.
➔ Promotion
We structure our digital PR process to
maximise authority coverage

4. Organic
performance
reporting
Benchmarking
KPIs & goal
setting
Technical SEO Auditing
Content Auditing
Keyword Research & Marketplace Analysis
On-Site SEO Consultancy
Mobile / App Store Optimisation
Voice Search Optimisation
Research & Insights Implementation CRM
Ideation
(research, insights &
creative
brainstorming
Creativity
(on-site content
& creative
campaign
production)
Promotion
(Digital PR,
outreach, influencer
events & paid social
amplification)
Content Marketing
Strategy driven SEO & content marketing
ANALYSIS STRATEGY CREATIVITY & PROMOTION RESULTS
Digital Customer Journey

5. Get the right
team in place!
Content marketing isn’t a single role - you
need to combine specialists in SEO, content
production and PR to make them work
together effectively as a team.
Rahman Khan
Project Manager
Edward Trippier
Content Coordinator
Gemma Carmichael
Digital PR Specialist
Content marketing team:
Khushal Khan
SEO Strategist

6. Quarterly campaign plans: create a digital
PR process to maximise authority coverage
Pre-launch Launch
Launch
Media
materials
drafting
Prospecting
Soft selling to
media
Post launch
Media follow-up and link
reclamation
Press release
outreach email
(quotes, visuals,
interviews)
Photography and
image sourcing
Email and phone
outreach
Project outreach
begins
Not all media will cover this story as news
so will also focus on long lead media
coverage, such as top tips, placements
and features

7. We can get you
authority links

8. OR MAKE
MONEY
INSTEAD?

9. Securing authority
digital PR coverage
from 150+ publishers
We developed a number of creative
digital PR campaigns, generating
authority coverage from 150+
national media and top target
publishers.

10. Boosted car hire
organic transactions by
19% & traffic by 37.8%
● Objective: We identified car hire as a key
opportunity for Expedia to improve their
organic search performance.
● What we did: built a set of 3,000 target
opportunity keywords, optimised 650 pieces
of existing on-site content and produced 75
new pieces of content + securing authority
digital PR coverage with creative content
marketing campaigns.
● Results: YoY uplift of 19% in organic
transactions, 37.8% in organic traffic and
outperformed the site average by 180%.

11. Increased organic
traffic by 50.52%
● Strategy: To increase search
rankings/traffic around “career test”
terms.
● What we did: Created a data-driven
visual infographic to secure coverage
from 49 authority publishers, with an
average domain authority of 65.
● Results: 50.52% increase in 2017
organic traffic vs 2016 + secured page
1 ranking for “career test” in
Google.com.

12. Links don’t
always =
improved
rankings,
traffic or $!

13. Sometimes
they simply
didn’t have
good enough
content to
deserve to
rank.

14. Buildinglinkstomanipulate/makecontentlooklikethe
bestanswertoaquestionishowSEOusedtobedone.
S E O B E F O R E
Beingthebestanswerontheinternetis
howSEOresultsarebestachievedtoday.
S E O T O D A Y

15. You need to
deserve to
be there, in
order to:
A
Get there
B
Stay there

16. We decided to
restructure
how we
worked…

17. AIM
BIG
START
SMALL

18. SiloedoureffortstomakeSEO
moremeasurable.Ratherthan
tryingtodoeverythingatonce
Wepickeda key
organicopportunity
category/keyword
groupandFOCUSED

20. Attack it from
all angles
01
Improving existing content
specifically to push page 2
rankings onto page one
02 Content gap analysis to
target new opportunities
03
Digital PR campaigns to
generate targeted coverage to
key sections of the site

21. Car hire
outperformed
the overall site
in organic
performance by
170% YoY

22. Collaboration is key…

23. We spent time getting to know
more about our clients
What are
their big
goals
What are they
doing outside
of our work
What are their sign-off
processes/challenges…

24. WE WIN
& LOSE
TOGETHER

25. Why
How to get
buy-in on ideas
01 Strategy first: we align our
WHY together with clients
02
Creative ideas: we provide
insight into the top ideas to
make an impact
03
Brand knowledge: ask on
scale of 1-10 is this is a brand
fit? Low risk vs high impact.

26. Apply
continuous
pressure - SEO
isn’t about just
doing one
thing well.

27. Content marketing should
always be strategy driven

28. the more
this works
the more
money you make
the more you can
scale/grow

29. Hereare
thekey
points!
Don’t just
followthe
crowd
01 02
Keep your
focus
03
Collaboration
iskey

30. What is
the goal?
What is the
easiest way
to achieve it?
01
02

31. MAKE
THEIR
GOALS
YOUR

32. THANK YOU
FOR LISTENING
K E V I N G I B B O N S
kgibbons@resignal.com
www. resignal.com
@kevgibbo