eBook Content marketing how to succeed where others fail
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eBook Content marketing how to succeed where others fail

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Content Marketing is a must for branding, but what role does SEO play? ...

Content Marketing is a must for branding, but what role does SEO play?

We’ve written this eBook to help explain why there’s much more to Content Marketing than simply raising brand awareness or getting likes on social media. By combining the latest expert opinion and market statistics with our own client experiences, we’re confident this is a resource no digital marketer would want to be without.

In this eBook you will learn:
- where content marketing came from
- how it’s employed today and where it is going,
- what it takes to get it right
- what’s at risk if you get it wrong
- content marketing best practice

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eBook Content marketing how to succeed where others fail eBook Content marketing how to succeed where others fail Presentation Transcript

  • this eBook is brought to you by
  • contact@influencer-community.com Content Marketing – How To Succeed Where Others Fail 2 Introduction This eBook is for anyone looking to implement successful CONTENT MARKETING in a way that POSITIVIELY IMPACTS website traffic & CONVERTS more visitors into loyal, paying CUSTOMERS. We focus on 5 main chapters covering:  WHAT content marketing is  WHY you can’t afford to ignore it  HOW you can benefit from getting it right  HOW to avoid getting it wrong  HOW to implement an ongoing strategy
  • Content Marketing – How To Succeed Where Others Fail 3 What Is Content Marketing? Content marketing is ANY marketing format that involves the CREATION and SHARING of MEDIA or PUBLISHING CONTENT to ACQUIRE customers. This information can be presented as:  news updates  blog articles  press releases  video  white papers  e-books  info graphics  case studies ?? ? ? ?? ? ?? ? ? contact@influencer-community.com
  • Content Marketing – How To Succeed Where Others Fail 4 contact@influencer-community.com Content Marketing Is NOT Content marketing is NOT : X Advertising, selling or promoting X Advertorials, biased product reviews X Duplicating content from elsewhere X Unreadable SEO Content (keyword-heavy) Its more about simply COMMUNICATING with website VISITORS, the objective being to CONVERT MORE of them into PROSPECTS. It’s NOT RESTRICTED TO SOCIAL MEDIA or even the internet itself and as a concept can be applied to ANY marketing medium. The objective is to INSPIRE BUSINESS and LOYALTY from buyers by delivering "consistent, ongoing valuable information” to STRENGTHEN relationships.
  • Content Marketing – How To Succeed Where Others Fail 5 contact@influencer-community.com What the EXPERTS say…
  • Content Marketing – How To Succeed Where Others Fail 6 contact@influencer-community.com What The Experts Say… Stephane Levy, Co-Founder of LABELIUM, who specialise in online marketing and whose clients include global brands like Carrefour, L'Oreal, LVMH & Pierre & Vacances had this to say: “Google is increasingly promoting criteria that can’t be influenced by SEOs. A paramount consideration is the quality of the visit: after a user enters a query and clicks on a link, do they remain on the site or return to Google? A simple way to maximize the quality of the visit is to have a wealth of engaging content on the site”
  • Content Marketing – How To Succeed Where Others Fail 7 contact@influencer-community.com What The Experts Say… Alberic Guigou, Co-Founder of REPUTATION SQUAD who specialise in Online Reputation Management and whose clients include global brands like Axa, Nestle, SEGA & Western Union had this to say: "More and more, quality content is naturally rewarded. Creating rare and relevant information can be rewarded by Google without necessarily having to rely heavily on SEO techniques. It seems more important today to promote content that is qualitative both in its function as in its form."
  • Content Marketing – How To Succeed Where Others Fail 8 contact@influencer-community.com What the MARKET says…
  • 9 BILLION DOLLARS will be spent on CONTENT marketing, VIDEO marketing and SOCIAL media in 2013 25% 118.4 Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com on average marketers say a QUARTER of their BUDGET is spent on content marketing
  • 10 Is this the case for YOUR business? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 11 IF NOT…. Do you realise the impact YOUR own content has on your website’s search engine RANKINGS? Or its ability to ATTRACT and ENGAGE visiting traffic? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 12 75% of internet users spend MORE TIME on websites that use ENGAGING CONTENT than websites that are commercial or promotional. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 13 60% of consumers say they are MORE INCLINED TO BUY from websites that publish QUALITATIVE and ENGAGING content than those that don’t. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 14 80% of consumers say brands that create or publish QUALITATIVE, ENGAGING content seem more interested in building LOYAL relationships with them Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 15 70% of brands say that QUALITY CONTENT posted to SOCIAL MEDIA networks POSITIVELY impacts other marketing channels… Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 16 Social Media alone generates 2 x LEADS as trade shows, telemarketing or direct mail. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 17 Taking these statistics into account, how does YOUR business compare? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 18 Did you know content can help you COMPETE against other websites? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 19 Websites with 50-100 pages generate 40% more traffic than websites with 1-50 pages Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 20 Did you know that publishing BLOG articles more often helps to drive business? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 21 Even companies that only blog 1-2 times a month generate 70% more leads per month than companies that don’t blog Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 22 Are you aware of what is at RISK should you ignore content marketing or publish it on pages with weak SEO? ENOUGH BENEFITS… Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 23 Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com An Artificial Audience With AUDIENCE ENGAGEMENT now a KEY METRIC for how websites rank it means that Content Marketing is more about SEO than many people realise. Today, the way you structure, CREATE and UPDATE website content is now balanced against the manner in which visitors ENGAGE with it. This combined referencing directly impacts how you will be RANKED in ORGANIC Search Engine Results Pages (SERPs) which in turn will affect both the quantity and quality of visitor TRAFFIC directed to your website.
  • 24 Why CONTENT, why NOW? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 25 What’s changed? Over the last 5 years we’ve seen many changes to the way websites :  Recognise the need for quality content  Focus more on links, anchor text & layout  Aim to be structured more efficiently  Recognise visitors have less time  Provide faster access to data for search engines  Focus on better sitemap management  Improve home page organisation Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 26 How closely are your SEO & MARKETING staff working together? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 27 How The Internet Changed A brand talking about themselves is BORING. The key today lies in INTERACTION, specifically how you RESPOND and ENGAGE with your audience. Despite employing comprehensive brand information MOST SITES still lack the ability to include viewpoints other than their own. By GIVING A VOICE to your CUSTOMERS or third parties, you can begin to EMPLOY TERMINOLOGY and CONTENT more closely ALIGNED with REAL USER QUERIES. “…a global player” “the first agency to…” “the only brand that…” “a thought leader” Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 28 How often do you engage online with CUSTOMERS, PARTNERS or 3rd Parties? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 29 What Websites Need Today Fresh NEWS ARTICLES relating to TRENDING TOPICS and USER NEEDS. CUSTOMER TESTIMONIALS, CASE STUDIES or FORUMS… ALL enable users to comment on your latest products and are the MOST SUCCESSFUL way a website can EMBRACE content marketing. Such marketing assets promote a much more TRANSPARENT tone, focusing more on what YOUR AUDIENCE thinks rather than what YOU want to tell them. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 30 What the MEDIA says about CONTENT MARKETING in regard to GOOGLE and SEO… Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 31 Content, SEO and Google “It looks like Google has tired of its old friend SEO and is instead cosying-up to the new kid on the block, content marketing. Penguin (which removes link authority from spam sites) and Panda (which dishes out penalties to over optimised and over adsensed sites) certainly implies that SEO is becoming a less gameable practice. To keep in line with Penguin and Panda, SEO now requires a much more varied skill set, something more akin to high quality writing and PR. Despite striking fear into hearts of some less respectable SEO practitioners, Penguin and Panda are no bad things as they ultimately ensure consumers receive better content.” The Guardian, May 2013 Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 32 Google’s Panda & Penguin Algorithm Updates Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 33 Google Panda Google Panda is a search results ranking algorithm first released in February 2011 aimed at lowering the search engine rankings of "low-quality sites” and returning higher-quality sites near the top of the search engine results pages. Google has stated that Panda is aimed at lowering the rank of websites that offer a “poor user experience” based on their own studies of how users behave when they visit a website. To maximize their search ranking websites must employ:  MORE FRESH and UNIQUE content  MORE ENGAGING content  MORE REGULAR content UPDATES  Less EXCESSIVE search optimization  Content readers are LIKELY TO SHARE Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 34 Google Penguin Google Penguin is a search results ranking algorithm first released in April 2012 aimed at lowering the search engine rankings of websites that violate Google’s Webmaster Guidelines. Typically these are sites that employ tactics Google views as “black hat SEO” – basically those that attempt to trick search engines or deceive end users. Violations include web pages that are :  Clearly involved with any sort of LINKING SCHEME  Using LESS THAN 300 WORDS per page  Unreadable due to using TOO MANY KEYWORDS  Deliberately using DUPLICATE CONTENT Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 35 What does this mean for SEO today? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 36 The 8 Rules of SEO today  Focus more on what your audience wants to read  Focus less on what you want to tell them.  Delete pages that don’t offer quality content  Update all website content more often  Reduce your website’s bounce rate  Employ useful and original content (ie exclusive)  Keep the site interesting, engage users for longer  Stop using duplicate content Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 37 10 SEO Tricks To Avoid 1. Duplicating your website/pages elsewhere 2. Publishing “advertorial” articles that solely promote products or services 3. Paying for articles on blogs or other sites 4. Keyword stuffing making pages unreadable 5. Blog spinning: create variations of content 6. Blog comments containing SPAM 7. Link schemes: buying links, link exchange 8. Using third-party programs to create links 9. Doorway pages: optimized page redirecting to other sites 10. Hiding text behind images or funds Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 38 How confident are YOU that YOUR SEO consistently avoids all of these errors? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 39 70% of online experiences BEGIN at a SEARCH ENGINE 80% of GLOBAL search engine activity is done via GOOGLE Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 40 70% of search engine traffic comes from users clicking on links in ORGANIC search engine results 70-80% of search users IGNORE paid advertisements Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 41 Organic Search Benefits Although underrated by many sites, OPTIMISING your content so it appears MORE OFTEN in ORGANIC / NATURAL search results – the non-paid/sponsored links - has been proven to deliver various BENEFITS including:  Obtaining a sustainable position of visibility  Reducing Costs of AdWord (or similar SEM)  Obtaining "qualified" visitors at low cost  Developing your online business and sales  Enhancing your brand’s online reputation Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 42 the MORE QUALITY content you publish, the MORE LIKELY you will appear MORE OFTEN in Organic Search Results. PUT SIMPLY, Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 43 How high you RANK totally depends on how OFTEN you publish and how QUALITATIVE your content, and its’ SEO is. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 44 The QUEST Checklist Before you can start producing content you first need a strategy that satisfies all of the elements we’ve been discussing in this eBook. To help you build this strategy we offer the QUEST checklist. QUEST is a simple yet effective way of remembering to have the maximum impact content must be:  Qualitative – well written / interesting  Unique – fresh / exclusive  Engaging – captures attention longer  Sharable – more likely to be shared  Trusted – from a reputable source Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 45 Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com Why QUALITY is Essential How much you SPEND on content CREATION has more of a financial impact than many people realize. POOR QUALITY or POOR CONTENT STRATEGIES do MORE HARM than good. Today, only the VISITOR DECIDES whether content is qualitative or not. Not everyone can create quality content, it is a VALUABLE SKILL that is available at a price.
  • 46 UNIQUE Content Rules… In the eyes of your audience, the more UNIQUE and INTERESTING content is the more likely it will be SHARED by EMAIL or SOCIAL MEDIA. In terms of SEO, the MORE REGULAR content is updated, the HIGHER the RANKING. STATIC content can also do you MORE HARM than good, since OUT OF DATE content is seen to be INACCURATE when compared with other sites. Google knows exactly where all content ORIGINATES from which has resulted in many websites' ranking being PENALIZED for content being DUPLICATED from elsewhere. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 47 Customer Example Following some of their web pages being affected by Google Panda, Lastminute decided to test updating affected pages with fresh, qualitative content and found that it had a significant impact on their search engine rankings; “Our efforts over the last months have been focused on creating quality and unique content across a wide range of destinations for our key travel products. This hard work has been rewarded when the last Panda update gave a big boost in our rankings: 90% of the optimized pages jumped to the 1st page of the SERP. This represented an average improvement of 18 positions.” Severine Assadourian, Lastminute Spain. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 48 ENGAGING website visitors Use text that is straight to the point. BREVITY is consistent with how readers pass their time on the internet. Is it really necessary to retain and provide ALL ADDITIONAL INFORMATION on every single one of your pages? Facilitate the activity of both VISITORS and CRAWLING SOFTWARE by splitting long sections of content into MULTIPLE pages, each reflecting a SPECIFIC topic or sub-section. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 49 HOW OFTEN do you UPDATE them? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com How many TOPICS do YOU currently employ per page ?
  • 50 Keeping Visitors ENGAGED The key to holding audience attention and making them return for more lies CONSISTENTLY finding new ways of ASSOCIATING the topics users are searching for with areas your business focuses on. There’s no harm in QUERYING YOUR AUDIENCE to ESTABLISH which topics are TRENDING or are of professional value to them. Another proven way of both establishing and MAINTAINING ENGAGEMENT is to focus on channels like BLOGS or SOCIAL MEDIA that can to ENCOURAGE feedback and stimulate mutually rewarding discussion. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 51 How often do YOU analyse the TIME visitors spend on each of your web pages? Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 52 Getting Content SHARED Internet users are more likely to share content that is FRESH, EXCLUSIVE and following TRENDS that INTEREST them and their FRIENDS the most. The first thing, if you haven’t done already is make sure that all your web pages contain the latest SOCIAL PLUG-Ins to enable readers to SHARE CONTENT in a way that DOES NOT DETRACT from what you offer. The next slightly more difficult skill is to employ content that is either extremely RARE, USEFUL, FUNNY or follows a recent trend in POP-CULTURE. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 53 A TRUSTED Advisor Internet users are more likely to consume content they view as coming from a TRUSTWORTHY SOURCE. REPUTATION goes a long way, especially as it is very easy to debunk and VALIDATE anyone's CREDENTIALS or source material. That said, a great deal of AUTHORITY can be WON or LOST simply in the manner in which content is written. GOOGLE’S AUTHORRANK or YAHOO’s TrustRank are great examples search engines giving MORE CREDENCE to AUTHORS and WEBSITES that can clearly be TRUSTED and know what they are talking about. We’ll cover exactly how these ranking systems can be maximised in our next eBook that looks at site structure and SEO in much more detail. Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 54 Content Marketing Success By using criteria highlighted in the QUEST Checklist websites can define a CONTENT STRATEGY that EVOLVES over time, adjusting it to suit their changing needs over time however it suits them. A truly SUCCESSFUL STRATEGY REQUIRES that;  ALL content used is qualitative  ALL content is well written & relevant  ALL content is what readers expect to find  ALL new content is unique  ALL existing content is kept up to date  ALL pages support sharing to social networks  ALL digital channels encourage feedback Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 55 Book a FREE audit! QUEST is just one example of the tried and tested approach we offer to help clients implement content marketing strategies that compliment existing in-house teams and external resources. We also offer a wide variety of different TRAINING programmes designed to help companies benefit from our experience and get the most out of their existing SEO & Marketing staff. For those clients more comfortable on the digital landscape we offer CONSULTING to help them implement a coherent content marketing strategy. BOOK A FREE AUDIT TODAY and start learning how we could help you drive traffic and convert more visitors into paying customers. SEO / Site Analysis Website Structure Content Analysis Page Link Analysis Keyword Analysis Editorial Strategy Vocabulary Analysis Content Sourcing Creation Process Ongoing Strategy Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 56 Stay Tuned! We hope you’ve enjoyed this ebook and that it has answered any questions you may have had about the best way to approach Content Marketing Our NEXT EBOOK will take a look at the more technical side of SEO, Website Structure and how to maintain momentum with your content strategy once you’ve implemented your first campaign. Thanks for reading! Sources All Rights Reserved All Imagery courtesy of Shutterstock Definitions provided courtesy of Wikipedia 2013 Statistics referenced courtesy of: -Trends and Insights study by Ipsos Public Affairs 2012 -Marketing Benchmarks by Hubspot 2013 -Google 2013, NetMarketShare.Com, MarketingSherpa Content Marketing – How To Succeed Where Others Fail contact@influencer-community.com
  • 57 Who we are… INFLUENCER Community is a content marketing agency that offers services and software to help clients improve the way they CREATE, SOURCE and PUBLISH text, image and video content. What we do… Established in 2011, we ANALYSE your website CONTENT and page STRUCTURE to identify which changes will help you MAXIMISE your web pages’ RANKING in search engine results. Our unique platform… INFLUENCER Community Editor (ICE) is our easy to use cloud based platform that clients use to quickly CONNECT with TRUSTED content creators to SOURCE QUALITY text and video content to supplement what they already create in-house. ICE supports FAST, SIMPLE & SECURE collaboration between you and your preferred creator throughout the entire CREATION PROCESS until content is ready to be delivered seamlessly to your preferred digital channel. Contact Us Charlie McGhee or Emmanuel Dozoul UK +44 208 133 5549 FR +33 786 705 259 contact@influencer-community.com @Inflowencer & @ContentQuality www.influencer-community.com blog.influencer-community.com Content Marketing – How To Succeed Where Others Fail