In the third in our series of web and digital marketing talks in Belfast I discussed the growing importance of content marketing within the digital marketing industry.

1. Content Marketing in 2015

2. Overview
1. Whatis contentmarketing?
2. Evolution of contentmarketing
3. Who does contentmarketingwell?
4. Changingbehaviours
5. Why contentmarketingworks
6. Gettingstarted

3. Share your thoughts and ask questions using
#TTLP

4. What is content marketing?

5. What iscontent marketing?
Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience — and, ultimately, to
drive profitable customer action.
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6. Content marketing cycle
Content
Marketing
Plan
Create
PromoteConvert
Review
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7. Why is content marketing important?
• Create awareness
• Google Panda
• Targets poor content
– thin content
– duplicate content
– machine-generated content
• 27 Pandaupdates from Google
• High quality small-medium sites should rank better
• Lesson – invest time in quality content for your site
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8. Why is content marketing important?
• Increase visibility in SERPs
– Quality content
– Quality links
• Your competitors are doing it
• Inform and empower your customers
• Highlightyour expertise
• Time is money – 8 second window
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9. Evolutionof content marketing

10. Examplesof contentmarketing
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11. How content isevolving
• Vlogging
• Social Media
• Buzzfeed
• Snapchat
• ContentHubs

12. Onsite Content
• Unique landing pages
• News / Blog section
• Video content
• Social feed
• Knowledge pages
• Product guides
• Case studies
• White papers
• Tella story
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13. Blog Content
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14. Video Content
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15. SocialFeeds
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16. SocialFeeds
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17. Knowledge Hubs
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18. Who does content marketing well?

19. Red Bull
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20. My StarbucksIdea
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21. Caterpillar#BuiltForIt
http://www.cat.com/builtforit
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22. #ExpediaExploresIreland
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23. Norn Iron To A T
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24. Changingbehaviours

25. How we view content
• Mobile / tablets
• Smart TVs
• Apple Watch
• Games consoles
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26. Content on the go
• More people are usingmobiles to view & share content
• Smartphoneownership increasing
– 65.2% in2013 (UK)
– 92% projected in 2017 (UK)
• Start to thinkmobilefirst
• Smallerscreen means morechallenges
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27. Impact of socialmedia
0
200
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Facebook LinkedIn Google+ Instagram Twitter Tumblr Snapchat
Audience (millions)
Source: http://www.statista.com/statistics/272014/global-social-networks-ranked-b
number-of-users/
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28. More time being spent onsocial
• Average Facebook user in UK – 480 minutes per
month
• Average Twitter user in UK – 35 minutes per month
• Average Google+ user in UK – 5 minutes per month
Source: http://www.statista.com/statistics/272819/time-spent-on-social-networking-
sites-in-the-united-kingdom-by-device/
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29. Why content marketing works

30. Why content works
0
500
1000
1500
2000
2500
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3500
4000
4500
5000
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15
Monthly visits – Pikalily.com
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31. Getting started

32. 5 Stepsto getting started
1. Research – keywords & competition
2. Idea generation - http://thetomorrowlab.com/2014/05/create-100-content-ideas-
30-minutes/
3. Planning & testing
4. Share your content – find influencers
5. Review and improve – use metrics
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33. Tips tocreating qualitycontent
• Find something unique
• Create personas and focus your content on them
• Mobile first
• Maximise value – video, blog, email, social, etc
• Video – less is more
• Text based articles – quantity and quality
• Learn from past efforts – what works / what doesn’t
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34. Useful tools
• Bookmarking content – Pocket, Delicious
• Inspiration – Feedly, Reddit, BuzzSumo, Flipboard
• Social media – Buffer, Followerwonk, Twitter
• Internal collaboration – Slack – share ideas with your team
• Test ideas – fivesecondtest.com
• Google – search, trends
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35. QuickRecap

36. Content marketing in 2015
• Planeffectively
• Creative environment
• Impact of mobile
• Social media continuingto grow
• Videos, bloggers, brand advocates
• Growing importance of speed
• Be sure to promote your efforts
• Let your customers join in- UGC
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37. www.thetomorrowlab.com
Thank you
Email:nial@thetomorrowlab.com
Twitter: @nialtoner | @thetomorrowlab

38. Next talk –Thursday 18th June