Content MarketingMove beyond traditional SEO byleveraging your company’s USPIan Miller, Search Director@millerian
Hello                                                   @millerian•    Ian Miller, Search Director at Crafted Media•    Fu...
“Content Is King” Bill Gates, Microsoft 1996            crafted.co.uk @craftedmedia
Content marketing“An umbrella term encompassing all marketing formatsthat involve the creation and sharing of content in o...
What is Content Marketing? SEO                                                                     PR                     ...
Define your USP                               1   2   3   4   5What sets you apart?•    What is the data that powers your ...
Research target niches                        1   2   3   4   5•    Keyword research•    Competitor backlinks•    Google I...
Create assets                                1   2   3   4   5•    Don’t skimp on quality•    Create shareable content•   ...
Launch content                                 1   2   3   4   5•    Plan ahead•    Give people early access•    Ensure al...
Outreach                                        1   2   3   4   5•    Divide by sector, audience and locality•    Leverage...
Case Study – reallymoving.com         crafted.co.uk @craftedmedia
Case Study – reallymoving.com•    Established 1999•    Over 600 partner companies•    reallymoving.com generated leads for...
Case Study – reallymoving.com•    Identified need for moving advice•    Over 25 local government links•    Additional dist...
Case Study – reallymoving.com•    Mainstream coverage•    Authority outreach•    Localised coverage                crafted...
Reallymoving.com results•    Implemented end of 2010      –  50% growth in traffic from 10/11      –  25% increase in quot...
Thank you for listening                          Ian Miller                          Search Director                      ...
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Content Marketing - Move beyond traditional SEO

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Content Marketing - Move beyond traditional SEO

  1. 1. Content MarketingMove beyond traditional SEO byleveraging your company’s USPIan Miller, Search Director@millerian
  2. 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. 3. “Content Is King” Bill Gates, Microsoft 1996 crafted.co.uk @craftedmedia
  4. 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. 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. 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. 7. Research target niches 1 2 3 4 5•  Keyword research•  Competitor backlinks•  Google Insights•  Identify influencers•  Engage early crafted.co.uk @craftedmedia
  8. 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. 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. 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. 11. Case Study – reallymoving.com crafted.co.uk @craftedmedia
  12. 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. 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. 14. Case Study – reallymoving.com•  Mainstream coverage•  Authority outreach•  Localised coverage crafted.co.uk @craftedmedia
  15. 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. 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
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