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Day1 11 30-gibbons_content_marketing

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  • 1. Content Marketing – Hype or Hope? KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
  • 2. BlueGlass UK, • . • BlueGlass EMEA, London, England Zürich, Switzerland BlueGlass.co.uk @BlueGlass @KevGibbo
  • 3. Content marketing can be hype…
  • 4. This much content can never all be high quality
  • 5. Tactics get over-saturated
  • 6. A lot of content will often go unnoticed
  • 7. It’s not just about creating a buzz
  • 8. And it’s not about throwing stuff against the wall
  • 9. Not everything is going to be a winner
  • 10. Successful campaigns require a sustained content strategy (not 1 infographic!)
  • 11. Learn what works & scale quality content
  • 12. But without goals, how do you know if your content marketing is a success?
  • 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. Great content isn’t produced in a silo
  • 15. Get everyone involved!
  • 16. Measure everything!
  • 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. 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. Tell your brand story to a targeted audience
  • 20. Resonate with current & potential customers
  • 21. Engage with social influencers
  • 22. Influence sales at consideration buying phase
  • 23. Build your brand reputation & online authority
  • 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. For best outreach results, you need an audience
  • 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. 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. 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. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK

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