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  • 1. Content MarketingMove beyond traditional SEO byleveraging your company’s USPIan Miller, Search Director@millerian
  • 2. Hello @millerian•  Ian Miller, Search Director at Crafted Media•  Full service digital agency with a team of 40+•  Dedicated search team spanning organic SEO, paid media, analytics, social, copy•  Clients across a wide range of industries crafted.co.uk @craftedmedia
  • 3. “Content Is King” Bill Gates, Microsoft 1996 crafted.co.uk @craftedmedia
  • 4. Content marketing“An umbrella term encompassing all marketing formatsthat involve the creation and sharing of content in orderto engage current and potential consumer bases”Wikipedia crafted.co.uk @craftedmedia
  • 5. What is Content Marketing? SEO PR Scale Relationships Niche research Site evaluation Brand guidelines Link acquisition PR angle Statistics Engagement Blogs Social media updates Social Whitepapers Media crafted.co.uk @craftedmedia
  • 6. Define your USP 1 2 3 4 5What sets you apart?•  What is the data that powers your business?•  Create knowledge hubs•  Leverage your clients•  Survey your customers•  Challenge the business•  Create interest crafted.co.uk @craftedmedia
  • 7. Research target niches 1 2 3 4 5•  Keyword research•  Competitor backlinks•  Google Insights•  Identify influencers•  Engage early crafted.co.uk @craftedmedia
  • 8. Create assets 1 2 3 4 5•  Don’t skimp on quality•  Create shareable content•  Become a reference•  Consider the audience•  Incite debate•  Regularly review crafted.co.uk @craftedmedia
  • 9. Launch content 1 2 3 4 5•  Plan ahead•  Give people early access•  Ensure all channels covered•  Combine with traditional PR crafted.co.uk @craftedmedia
  • 10. Outreach 1 2 3 4 5•  Divide by sector, audience and locality•  Leverage social proof•  Offer bespoke content•  Develop relationships first, links second•  Be persistent crafted.co.uk @craftedmedia
  • 11. Case Study – reallymoving.com crafted.co.uk @craftedmedia
  • 12. Case Study – reallymoving.com•  Established 1999•  Over 600 partner companies•  reallymoving.com generated leads for over £44 million of work for their partners in the 12 months to September 2011.•  Leads equivalent to 11% of moving home market•  Strategic partnerships with: crafted.co.uk @craftedmedia
  • 13. Case Study – reallymoving.com•  Identified need for moving advice•  Over 25 local government links•  Additional distribution through home improvement communities crafted.co.uk @craftedmedia
  • 14. Case Study – reallymoving.com•  Mainstream coverage•  Authority outreach•  Localised coverage crafted.co.uk @craftedmedia
  • 15. Reallymoving.com results•  Implemented end of 2010 –  50% growth in traffic from 10/11 –  25% increase in quotes 10/11•  Excellent organic positions for generic phrases not targeted by SEO crafted.co.uk @craftedmedia
  • 16. Thank you for listening Ian Miller Search Director ian.miller@crafted.co.uk Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. hello@crafted.co.uk www.crafted.co.uk