The document discusses content marketing strategies and metrics. It notes that 80% of B2C marketers plan to increase content production in 2016 regardless of effectiveness metrics. Various content marketing success metrics are listed, with the top three being sales, higher conversion rates, and website traffic. Different approaches to content optimization are discussed such as optimizing for keywords, building useful content without focusing on links, or directly building links. Case studies are presented for different companies and the results they achieved through content marketing.

1. in2016
@stekenwright|#FigDigContent|12thNov15

3. “~80% of B2C marketers plan to produce more
content in 2016…regardless of effectiveness
[or] clarity of success.”
Source: Content Marketing Institute

4. Source: Content Marketing Institute
Content marketing success metrics
85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent

5. Optimise your content for keywords

6. Create useful content, don’t care
about links

7. Go and build links

8. Does anyone still care about keywords?

10. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Desktop click through rate

11. 0
50,000
100,000
150,000
200,000
250,000
300,000
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
Google Organic Est. Non-Brand Horizon Traffic Index
Non-brand keyword traffic

12. UK Travel Insurance Industry: April 2015

13. UK Travel Insurance Industry: May 2015

14. Create content for users, optimise for
keywords

16. “It’s nearly impossible to earn links with just
good, unique content.”

17. It’s nearly impossible to earn links without
link building

18. Links ≠ SEO Rankings

19. Content optimised for keywords
Content for links
Useful content SEO

20. Optimise your content for keywords

21. Source: Content Marketing Institute
Success for bathstore
85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent

23. SEO visibility

24. Create useful content, don’t care
about links

25. Source: Content Marketing Institute
Success for Inchcape
85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent

29. Results
Inchcape Cooper
BMW
39%
Reduced bounce rate
10%
Increase in length of
stay
20%
Increase in enquiries
Inchcape Toyota
42%
Increase in users
+15,000
Sessions / month

30. Conversion rate

31. SEO visibility

32. Go and build links

33. Source: Content Marketing Institute
Success for Provident
85%
80%
79%
78%
75%
73%
72%
71%
70%
67%
66%
Sales
Higher Conversion Rates
Website Traffic
Sales Lead Quality
SEO Ranking
Sales Lead Quantity
Customer Renewal Rates
Brand Lift
Subscriber Growth
Social Media Sharing
Purchase Intent

35. The cost of living
We help
people who
struggle
Gamification

38. Thank you
stephen.kenwright@branded3.com @stekenwright slideshare.net/Branded3