Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice

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Content marketing has been a buzz word for a couple of years now and SEOs have adopted the discipline as a ‘clean’ way of driving organic performance. However, there are still a lot of misconceptions …

Content marketing has been a buzz word for a couple of years now and SEOs have adopted the discipline as a ‘clean’ way of driving organic performance. However, there are still a lot of misconceptions around content marketing, mainly because marketers still struggle to show an ROI on content marketing activity. Facebook shares, tweets and Pins don’t drive search performance; relevant links, popularity and engagement do, so the objective of your content marketing should be to be useful first and viral second.

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  • 1. Content Marketing Useful First, Viral Second Tim Grice – Director of Search @tim_grice
  • 2. What is Content Marketing?
  • 3. “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour” Content Marketing Institute
  • 4. Branding Trust Social SEO Engagement Traffic Revenue Visibility Content Marketing Benefits
  • 5. Why is it so important now?
  • 6. Google is driving the popularity of content marketing.
  • 7. We need content for keywords.
  • 8. He who produces more content can stuff more keywords.
  • 9. Updating content regularly makes Google love you.
  • 10. Everyone needs a blog.
  • 11. All content needs to be unique.
  • 12. Need to invest in content because I can’t buy links.
  • 13. We need great content to deliver organic performance.
  • 14. Content now has to be marketable.
  • 15. Relevant User Experience Fast Comprehensive Want What
  • 16. …Return to Search
  • 17. Dwell Time? “Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
  • 18. Your website has to be Popular
  • 19. New Guidelines
  • 20. New ‘no added value’ manual action lands.
  • 21. Good content doesn’t need promoting.
  • 22. Content Marketing directly influences acquisition.
  • 23. Social is the ultimate measure of success.
  • 24. Great content means lots of links.
  • 25. Useful Call to action Social SEO Target Audience Traffic Authority On Site Content Marketing Success!!
  • 26. It doesn’t have to meet all objectives.
  • 27. Brits, Boobs & Botox
  • 28. Target Audience
  • 29. Content Marketing Checklist Target audience Delivers authority links On the website Call to action Useful ????
  • 30. What about SEO?
  • 31. Went Live
  • 32. It’s not always about links.
  • 33. Use paid social seeding. (It’s cheap)
  • 34. Figure out a way of collecting data.
  • 35. Find an influencer and get buy in.
  • 36. Tim.grice@branded3.com @Tim_Grice Thank You!