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Content Marketing
Useful First, Viral Second
Tim Grice – Director of Search
@tim_grice
What is
Content Marketing?
“Content marketing’s purpose is to attract and retain
customers by consistently creating and curating relevant
and valuabl...
Branding
Trust
Social
SEO
Engagement
Traffic
Revenue
Visibility Content
Marketing
Benefits
Why is it so important now?
Google is driving the popularity of
content marketing.
We need content for keywords.
He who produces more content
can stuff more keywords.
Updating content regularly
makes Google love you.
Everyone needs a blog.
All content needs to be unique.
Need to invest in content
because I can’t buy links.
We need great content to
deliver organic performance.
Content now has to be
marketable.
Relevant
User Experience
Fast
Comprehensive
Want
What
…Return to Search
Dwell Time?
“Your goal should be that when a visitor lands on your page, the
content answers all of their needs, encouragi...
Your website has to be Popular
New Guidelines
New ‘no added value’
manual action lands.
Good content doesn’t
need promoting.
Content Marketing directly
influences acquisition.
Social is the ultimate measure
of success.
Great content means
lots of links.
Useful
Call to
action
Social
SEO
Target
Audience
Traffic
Authority
On Site Content Marketing
Success!!
It doesn’t have to meet
all objectives.
Brits, Boobs & Botox
Target Audience
Content Marketing Checklist
Target audience
Delivers authority links
On the website
Call to action
Useful ????
What about
SEO?
Went Live
It’s not always
about links.
Use paid social seeding.
(It’s cheap)
Figure out a way of
collecting data.
Find an influencer and
get buy in.
Tim.grice@branded3.com
@Tim_Grice
Thank You!
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice
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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 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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Transcript of "Figaro Digital Marketing Conference: Content Marketing; Useful First, Viral Second - Tim Grice"

  1. 1. Content Marketing Useful First, Viral Second Tim Grice – Director of Search @tim_grice
  2. 2. What is Content Marketing?
  3. 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. 4. Branding Trust Social SEO Engagement Traffic Revenue Visibility Content Marketing Benefits
  5. 5. Why is it so important now?
  6. 6. Google is driving the popularity of content marketing.
  7. 7. We need content for keywords.
  8. 8. He who produces more content can stuff more keywords.
  9. 9. Updating content regularly makes Google love you.
  10. 10. Everyone needs a blog.
  11. 11. All content needs to be unique.
  12. 12. Need to invest in content because I can’t buy links.
  13. 13. We need great content to deliver organic performance.
  14. 14. Content now has to be marketable.
  15. 15. Relevant User Experience Fast Comprehensive Want What
  16. 16. …Return to Search
  17. 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. 18. Your website has to be Popular
  19. 19. New Guidelines
  20. 20. New ‘no added value’ manual action lands.
  21. 21. Good content doesn’t need promoting.
  22. 22. Content Marketing directly influences acquisition.
  23. 23. Social is the ultimate measure of success.
  24. 24. Great content means lots of links.
  25. 25. Useful Call to action Social SEO Target Audience Traffic Authority On Site Content Marketing Success!!
  26. 26. It doesn’t have to meet all objectives.
  27. 27. Brits, Boobs & Botox
  28. 28. Target Audience
  29. 29. Content Marketing Checklist Target audience Delivers authority links On the website Call to action Useful ????
  30. 30. What about SEO?
  31. 31. Went Live
  32. 32. It’s not always about links.
  33. 33. Use paid social seeding. (It’s cheap)
  34. 34. Figure out a way of collecting data.
  35. 35. Find an influencer and get buy in.
  36. 36. Tim.grice@branded3.com @Tim_Grice Thank You!
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