This presentation is about what I feel is the right way to do content marketing. A strategy first approach is essential to making sure you're not just going from campaign to campaign, instead you're building short-term impact into longer success.
12. TRAFFIC
£
DIGITAL PR & SOCIAL
MEDIA COVERAGE
RANKINGS
SOLID ON-SITE SEO &
CONTENT STRATEGY
Don’t fall
into the trap
of getting
excited
about
coverage...
without
having a
clear plan of
how you can
make £!
Clearly
define how
you will
measure
success from
the very
start.
Business
Goals
SEO &
content
marketing
strategy
14. CONTENT
MARKETING IS
BROKEN
DOWN INTO
3 MAIN
CATEGORIES
01
Strategy
02
Creativity
03
Promotion
Being aligned in all 3 of these areas is vital in order
to hit the sweet spot of content marketing results.
15. Make sure you
create an action plan
based on these
3 key pillars of
content marketing:
1
2
3
Strategy - SEO &
content strategy
Creativity -
Outstanding
content creation
Promotion -
Digital PR & social
media coverage
16. 03
STEP
SEO short-term wins - Almost
every site I’ve seen has technical
or on-site issues, that can be
improved to make an impact to
organic performance
17. following technical SEO recommendations
to improve how Google was crawling and
indexing the site.
305%increase in
organic visibility
19. Use tools like SearchMetrics for competitive analysis on
organic visibility and market share, and then dig deeper - are
they winning because they have better content?
21. § What content do you have already?
§ Can you improve it?
§ What worked best / what didn’t?
§ What has generated the most traffic in the past?
§ Where is the social engagement or links coming
from?
§ Your internal site search could be a gold mine!
§ Give feedback to editors on content
performance; social, traffic, links, pageviews
etc…
§ Have you got an offline magazine? Newsletters?
23. Classic Purchase Funnel
AWA R E N E S S
Something sparks an interest – it
meets a need or creates one.
C O N S I D E R AT I O N
People think about it and
ask around
A C T I O N
People buy, join,
share etc.
§ Awareness: Interesting,
engaging, fun, entertaining,
thought leading content
§ Consideration: targeted
content around research
based keywords
§ Action: to help people to buy,
subscribe or navigate back to
what they liked before
25. 1. Improve top converting content from your
PPC data, Google Search Console and
analytics.
2. Perform a content gap analysis vs key
competitors - what are you missing out on?
Create it!
3. Focus on narrow topics - putting into
keyword groups that drive the highest
revenue and engagement.
4. Build a seasonalised editorial calendar,
prioritised by value - focusing on topical
subjects.
5. Measure and improve - building your key
learnings back into how you can create
future content.
32. Brainstorms should also be
prepared - start individually,
and then each share ideas as a
group to discuss and refine.
Keep a digital bank of ideas -
not everything is content that
should be created today, but it’s
worth keeping in mind for future
campaigns.
36. UK Search Awards 2016
Winner: Best Use of
Search in Travel
§ Strategy: We identified three clear themes to generate
content campaigns to different target influencer
groups: fashion, movies and food.
§ What we did: We developed a series of creative data-
driven guides and ran a blogger event to involve
influencers and engage with Expedia’s target audience.
§ Results: Across our campaigns, we generated
coverage from over 125 authority publishers, with a
significant impact on organic-search-converting
keywords and traffic to key target landing pages.
39. Agreeing an exclusive with a
publisher in advance can
help to get their buy-in.
e.g. “did you see this article on
the dailymail.co.uk? I saw you
did something similar last year,
perhaps you’d like to cover this?”
But make it 100% clear
who the original source is!
41. For a street food campaign, we
invited top London food bloggers
to our Leather Lane office and gave
them a lunch to remember...
§ Identify who the top publishers and
influencers are within your niche - then
you can learn from:
§ What they’re doing
§ What type of content they like
§ What they don’t like
§ Who their original sources are (who
influences the influencers)
43. § We built a content strategy focused around
key topics, hiring nutritionists & building
up their writing profiles to provide
authority content.
§ We secured coverage from 93+ authority
health and fitness publishers, with regular
writing slots on HuffPost, Men’s Fitness and
Cosmo (also featured in magazine).
§ This generated a 144% YoY increase in
organic search traffic!
45. 01 Identify – who is
your target
audience and
where can you
find them?
02 Acquire – acquiring
traffic to your
content, across
marketing channels.
03 Nurture –
provide content
your readers
love, in a content
hub environment
you control.
04 Engage – by providing
consistently great
content, the goal to
continually create
outstanding &
engaging content.
05 Capture – provide
useful content to
build your audience
of email subscribers,
social followers and
re-targeting lists.
06 Grow – build real
loyalty and
advocacy with your
readers. Increasing
sales down the
customer journey.
47. Paid social can build credibility and get you get
in front of publishers - the popularity of this post
we ran for Bloom & Wild helped us to open doors to
secure digital PR coverage for an Easter campaign.
50. TRAFFIC
£
DIGITAL PR & SOCIAL
MEDIA COVERAGE
RANKINGS
SOLID ON-SITE SEO &
CONTENT STRATEGY
Visualise the revenue impact to organic traffic by
building key insight reports in Tableau
Demonstrate monthly and year-on-year
organic search growth.
Measure and report on organic
keywords and groupings.
Showcase your digital PR
coverage and metrics.
Reduce SEO errors and
improve indexing.
54. A N A L Y S I S R E S U L T S
Persona analysis
TechnicalSEO audit & implementation
Competitor marketplaceanalysis
Editorialcalendar roadmap
Ideation
(Research/insights &
brainstorming)
Promotion
(Digital PR, influencer
outreach, audience
building & paid
amplification)
Creativity
(On-site content
& creative
campaigns)
C O N T E N T M A R K E T I N G
S T R A T E G Y
C R E A T I V I T Y &
P R O M O T I O N
Insight Implementation Performance
Benchmarking
goals & KPIs
Organic traffic
& new
customer
acquisition
Content audit and gap analysis