Day1 11 30-gibbons_content_marketing

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Day1 11 30-gibbons_content_marketing

  1. 1. Content Marketing – Hype or Hope? KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
  2. 2. BlueGlass UK, • . • BlueGlass EMEA, London, England Zürich, Switzerland BlueGlass.co.uk @BlueGlass @KevGibbo
  3. 3. Content marketing can be hype…
  4. 4. This much content can never all be high quality
  5. 5. Tactics get over-saturated
  6. 6. A lot of content will often go unnoticed
  7. 7. It’s not just about creating a buzz
  8. 8. And it’s not about throwing stuff against the wall
  9. 9. Not everything is going to be a winner
  10. 10. Successful campaigns require a sustained content strategy (not 1 infographic!)
  11. 11. Learn what works & scale quality content
  12. 12. But without goals, how do you know if your content marketing is a success?
  13. 13. Set clear goals & objectives • • • • • Raising brand awareness Improving your SEO and online authority Building your social audience Increasing direct sales or leads etc…
  14. 14. Great content isn’t produced in a silo
  15. 15. Get everyone involved!
  16. 16. Measure everything!
  17. 17. Make sure your content influences the right goals & targets • Editorial calendar around key events • 50 natural links to target URL • 215 Facebook likes, 62 Tweets • Drove “Australian Open Tennis Tickets” to #4 in Google
  18. 18. We tracked and measured all SEO activity and uplift to prove the ROI in terms of revenue and market share uplift across Europe for target keyword groups http://fiz-x.com/how-to-make-a-lightsaber/
  19. 19. Tell your brand story to a targeted audience
  20. 20. Resonate with current & potential customers
  21. 21. Engage with social influencers
  22. 22. Influence sales at consideration buying phase
  23. 23. Build your brand reputation & online authority
  24. 24. Be Useful, insightful, creative, funny or topical http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
  25. 25. For best outreach results, you need an audience
  26. 26. And then do it all again! http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013 http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  27. 27. The best campaigns aren’t content marketing – it’s brand building! http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  28. 28. Key Takeaways 1. Content marketing isn’t a one-off, it requires a sustained & iterative effort 2. Don’t just create content for the sake of creating a buzz – tie it into your overall marketing strategy & goals 3. Find what works well for your audience & do more of it! 4. Measure the impact to prove the value @KevGibbo
  29. 29. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK

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