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Implementing an Effective Content Marketing Strategy
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Implementing an Effective Content Marketing Strategy

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Luke Knight from 4Ps Marketing discusses how to implement an effective content marketing strategy at 4Ps EDGE on 6th March 2014.

Luke Knight from 4Ps Marketing discusses how to implement an effective content marketing strategy at 4Ps EDGE on 6th March 2014.

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  • *WE DO CONTENT FOR SEARCH*
  • *WE ARE DRIVEN BY GOOGLE – THEY WANT GOOD QUALITY AND RELEVANT CONTENT TO RANK*
  • *THE BEGININGS OF SEMANTIC SEARCH*
  • *BRANDS DOING GREAT THINGS WITH CONTENT. BUT WHAT’S THEIR STRATEGY?*

Transcript

  • 1. Implementing an effective content strategy @LukeVKnight
  • 2. Agenda Setting a vision Why is content important? The foundations of a content strategy The importance of a network Measuring success
  • 3. Defining a Vision
  • 4. “We want to be the #1 authority on family holidays” “No one knows more about British motoring” “We’re helping people become the ‘savvy-traveller’” “Get people excited about food”
  • 5. Why is content important?
  • 6. Links SEO Content
  • 7. On September 27, 2013 Google launched a new "Hummingbird" algorithm, claiming that Google search can be a more human way to interact with users and provide a more direct answer…
  • 8. Many brands are using content to drive quality traffic… How?
  • 9. The foundations of a content strategy
  • 10. Awareness Consideration Conversion Tailor content to the customer journey Awareness Consideration Conversion “Recipes” Awareness Consideration Conversion “Recipes” Awareness Consideration Conversion “Children’s Recipes” Awareness Consideration Conversion Children’s Lasagna
  • 11. Social Media Blog(s) Community Website(s) Press Brand Partners
  • 12. Push PullO F F S I T E O N S I T E
  • 13. Research What questions are consumers asking? Identify the relevant influencers or 3rd party’s? Know when your content will pack the biggest punch!
  • 14. Identify keyword opportunities
  • 15. Keyword Trends
  • 16. Output: Integrated marketing calendar
  • 17. The importance of a network
  • 18. Utilise your business network
  • 19. Measuring Success
  • 20. Blog visits % new visits Conversions Referral Traffic Entrances Shares
  • 21. Take Aways
  • 22.  Know WHY you want to pursue a content strategy  Content will benefit your SEO  Research, plan, and integrate  Relevance and context is key  Innovate.
  • 23. Thank you, any questions?