How to Make the World  See Your Content      James Perrin
What Is Content Marketing?   Creating and sharing content to engage with existing    and potential consumers   Content m...
#Brickgate     Featuring The MailOnline and Samantha Brick                                           @Koozai_James
#Brickgate             @Koozai_James
#Brickgate Results                          5,725 comments                          218,000 Facebook Likes              ...
Key Characteristics of #Brickgate   Created something that got people talking and  sharing – This piece was deliberately ...
#WillItBlend         Featuring Blendtec and Tom Dickson                                              @Koozai_James
#WillItBlend Results  400,000 subscribers to WillItBlend’s YouTube channel  190 million views of all their videos  Incr...
Key Characteristics of #WillItBlend:   Created content that tapped into human curiosity -  WillItBlend shocks us, makes u...
#OldSpiceGuy      Featuring Old Spice and Isaiah Mustafa                                           @Koozai_James
#OldSpiceGuy Results:   More than 35 million views of uploaded videos during    first week   309,658 subscribers on YouT...
Key Characteristics of #OldSpiceGuy Created actionable content that tells a story – It had abeginning, middle and an end ...
Create#Brickgate was deliberately provocative#WillItBlend was humanistic#OldSpiceGuy was actionable                       ...
Target#Brickgate appealed to women and ‘haterz’(The Daily Mail’s market)#WillItBlend and #OldSpiceGuy appealed       tocom...
Engage#Brickgate was so good, it shared itself. Yet it wasengaged with thanks to trollbait#WillItBlend and #OldSpiceGuy in...
Create Content   Ensure it’s actionable,   humanistic and either   provocative or usefulApplied example: How to LearnSEORe...
Target Your ContentEstablish a community of followers and identify     key influencersApplied example: Guest blogpostResul...
Engage With Your Community                 Source problems, questions or issues                    and create actionable c...
Your New Content Marketing Plan1. Identify key influencers and communities2. Research title ideas3. Research competitors’ ...
James Perrin       @Koozai_James       James.Perrin@koozai.com       /Koozai       /Koozai
Referenceshttp://www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautif...
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How To Make The World See Your Content

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Three case studies on what makes great content work, with actionable tips that can used on big and small scale content projects.

For more information visit http://www.koozai.com.

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How To Make The World See Your Content

  1. 1. How to Make the World See Your Content James Perrin
  2. 2. What Is Content Marketing?  Creating and sharing content to engage with existing and potential consumers  Content marketing can include: – Blogs, Infographics, Whitepapers, Videos, Podcasts, Webinars, plus much more  Fundamental to what we do in SEO – On-Page Marketing (Website Content) – Off-Page Marketing (Inbound Content) @Koozai_James
  3. 3. #Brickgate Featuring The MailOnline and Samantha Brick @Koozai_James
  4. 4. #Brickgate @Koozai_James
  5. 5. #Brickgate Results  5,725 comments  218,000 Facebook Likes  50,000 Facebook Shares  Unprecedented levels of search activity and mentions on Twitter Volume of searches for term ‘Samantha Brick’ on Twitter @Koozai_James
  6. 6. Key Characteristics of #Brickgate  Created something that got people talking and sharing – This piece was deliberately provocative.  They knew their audience – It fitted perfectly with the MailOnline’s audience and brand.  Social Media was key to its success – The story was naturally suited to sharing via a social media platform. @Koozai_James
  7. 7. #WillItBlend Featuring Blendtec and Tom Dickson @Koozai_James
  8. 8. #WillItBlend Results  400,000 subscribers to WillItBlend’s YouTube channel  190 million views of all their videos  Increased brand awareness  Retail sales were up 500% in 2008 and 700% in 2009  Traffic to the site improved by 650%  Online sales increased five-fold @Koozai_James
  9. 9. Key Characteristics of #WillItBlend:  Created content that tapped into human curiosity - WillItBlend shocks us, makes us laugh, entertains us. It’s emotive and it works.  Targeted to their audience – They created actionable content off the back of audience’s suggestions. Developed key influencers and an audience.  Engagement with users via social media - Ideas, recommendations and requests were sourced from their community of followers. @Koozai_James
  10. 10. #OldSpiceGuy Featuring Old Spice and Isaiah Mustafa @Koozai_James
  11. 11. #OldSpiceGuy Results:  More than 35 million views of uploaded videos during first week  309,658 subscribers on YouTube  284,702,531 video views on Old Spice’s Believe in your Smellf channel  58,000 new Twitter followers  29,000 new Facebook fans  A sales increase of over 100% in just one month @Koozai_James
  12. 12. Key Characteristics of #OldSpiceGuy Created actionable content that tells a story – It had abeginning, middle and an end to make it memorable. Targeted content in the context of community - Used avariety of social media platforms, most notably YouTube andTwitter to create content that their community wanted. Engaged with their target audience - Old Spiceaccomplished this by interacting with real people on a numberof social media platforms. @Koozai_James
  13. 13. Create#Brickgate was deliberately provocative#WillItBlend was humanistic#OldSpiceGuy was actionable @Koozai_James
  14. 14. Target#Brickgate appealed to women and ‘haterz’(The Daily Mail’s market)#WillItBlend and #OldSpiceGuy appealed tocommunity of followers and key influencers @Koozai_James
  15. 15. Engage#Brickgate was so good, it shared itself. Yet it wasengaged with thanks to trollbait#WillItBlend and #OldSpiceGuy interacted with theright people at the right time @Koozai_James
  16. 16. Create Content Ensure it’s actionable, humanistic and either provocative or usefulApplied example: How to LearnSEOResults:54 Facebook Likes585 Tweets83 +1’s84 LinkedIn SharesOver 6,500 page views @Koozai_James
  17. 17. Target Your ContentEstablish a community of followers and identify key influencersApplied example: Guest blogpostResults:223 Tweets7 +1’s57 LinkedIn SharesBrand exposureStrong link towards site @Koozai_James
  18. 18. Engage With Your Community Source problems, questions or issues and create actionable contentNearly 800 page views to date Over 1,000 page viewsInteracting with key influencers Started a debate on key issue Video watched over 600 times Over 1,000 views / 100 shares Interacting with key brands Invited a guest author to write @Koozai_James
  19. 19. Your New Content Marketing Plan1. Identify key influencers and communities2. Research title ideas3. Research competitors’ content4. Create compelling content5. Promote6. Analyse and measure @Koozai_James
  20. 20. James Perrin @Koozai_James James.Perrin@koozai.com /Koozai /Koozai
  21. 21. Referenceshttp://www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.htmlhttp://www.dailymail.co.uk/femail/article-2124701/Samantha-Brick-Daily-Mail-article-everyones-STILL-talking-Twitter.htmlhttp://www.youtube.com/watch?v=lAl28d6tbko&feature=plcphttp://www.verticalmeasures.com/content/viral-marketing-campaign-success-%E2%80%93-behind-the-scenes-at-willitblend/http://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.htmlhttp://www.slideshare.net/tanmayms/the-old-spice-campaign-case-studyhttp://www.youtube.com/watch?v=2UmFFJXfHho&feature=relmfuhttp://www.clickz.com/clickz/column/1726988/old-spices-teachable-moment-content-marketinghttp://www.koozai.com/blog/search-marketing/how-to-learn-seo/http://www.mpdailyfix.com/five-best-practice-tips-for-business-sms-campaigns/http://www.koozai.com/blog/search-marketing/how-did-you-get-started-with-seo-or-digital-marketing/http://www.youtube.com/watch?v=uoYL4tTk4zs @Koozai_James
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