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The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
 

The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014

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The Digital Marketing industry is obsessed with creating "Great Content" but what does that actually mean? Mike looks at whether sometimes it's better to create "Boring Content" instead as part of ...

The Digital Marketing industry is obsessed with creating "Great Content" but what does that actually mean? Mike looks at whether sometimes it's better to create "Boring Content" instead as part of your Content Strategy.

Including how companies on the FTSE 100 and AMEX 100 use boring content to earn billions.

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    The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014 The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014 Presentation Transcript

    • By Mike Essex @Koozai_Mike THE “BORING INDUSTRY” CONTENT MARKETING BLUEPRINT
    • WE’RE ADDICTED TO: “GREAT CONTENT”
    • “BORING CONTENT” IS THE BIGGEST OPPORTUNITY IN CONTENT MARKETING
    • YET NO ONE TALKS ABOUT IT…
    • GREAT CONTENT ALONE ACHIEVES: Awareness
    • WHAT ABOUT THE REST OF THE BUYING CYCLE? Loyalty Consideration Awareness Service Purchase
    • Royal Dutch Shell HSBC BP GlaxoSmithKline British American Tobacco SABMiller Diageo Rio Tinto Group BHP Billiton Standard Chartered BG Group AstraZeneca Xstrata Unilever Reckitt Benckiser Glencore International National Grid plc Anglo American plc Prudential plc Imperial Tobacco Group Rolls-Royce Group Centrica Royal Bank of Scotland Compass Group Associated British Foods SSE plc WPP plc ARM Holdings BAE Systems Shire plc Tullow Oil CRH plc Fresnillo plc Antofagasta Aviva Old Mutual Pearson plc Legal & General Wolseley plc Reed Elsevier Standard Life Next plc Kingfisher plc Land Securities Group BIG BRANDS USE THE WHOLE CYCLE
    • Royal Dutch Shell HSBC BP GlaxoSmithKline British American Tobacco SABMiller Diageo Rio Tinto Group BHP Billiton Standard Chartered BG Group AstraZeneca Xstrata Unilever Reckitt Benckiser Glencore International National Grid plc Anglo American plc Prudential plc Imperial Tobacco Group Rolls-Royce Group Centrica Royal Bank of Scotland Compass Group Associated British Foods SSE plc WPP plc ARM Holdings BAE Systems Shire plc Tullow Oil CRH plc Fresnillo plc Antofagasta Aviva Old Mutual Pearson plc Legal & General Wolseley plc Reed Elsevier Standard Life Next plc Kingfisher plc Land Securities Group BIG BRANDS USE THE WHOLE CYCLE
    • COMPANY BACKGROUND
    • TECHNICAL SPECIFICATIONS
    • PRESS RELEASES
    • COMPANY LOCATIONS
    • COMPETITOR COMPARISONS
    • PRODUCT BENEFITS
    • PRODUCT PERCEPTIONS
    • USER PERCEPTIONS
    • BRAND MANAGEMENT
    • CUSTOMER AFTERCARE
    • PRODUCT PAGES
    • Product pages: This is really nice http://www.aviva.co.uk/car/?source=GP1P &entry=114113&CMP=KNL-google-nud- car&HBX_PK=buy%20car%20insurance_g oogle_Exact&HBX_OU=50&s_kwcid=TC% 7c15681%7cbuy%20car%20insurance%7c %7cS%7ce%7c35796113418&gclid=CMzH 1Ky3xL0CFazHtAodTh8AXQ Lots of focus on what will convert people.
    • ANNUAL REPORTS
    • CONTENT MUST CONVERT
    • THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262 koozai.com
    • REFERENCES 1 http://www.bigstockphoto.com/image-3742372/stock-photo-smoking http://www.bigstockphoto.com/image-38257927/stock-photo-home-construction-financing http://www.bigstockphoto.com/image-30247730/stock-photo-server-room-interior http://www.bigstockphoto.com/image-50927789/stock-photo-business-people-group-on-meeting-and- presentation-in-bright-modern-office-with-construction-enginee http://www.jnj.com/about-jnj/jnj-credo http://www.autographer.com/Product/techspec#techspec http://www.gene.com/media/press-releases/14347/2013-02-22/fda-approves-genentechs-kadcyla-ado-tras http://www.glencorexstrata.com/our-business/operations-map/ http://www.gamespot.com/forums/system-wars-314159282/ps4-is-stronger-than-xbox-one-in-every-way- possibl-29397155/ http://www.ecomagination.com/a-tool-to-help-keep-co2-locked-away
    • REFERENCES 2 http://www.kotaku.com/why-it-matters-that-ps4-games-are-higher-resolution-th-1475165066/all http://www.telegraph.co.uk/technology/10647174/Why-PS4-is-beating-Xbox-One-for-now.html http://www.cinemablend.com/games/PS4-CPU-More-Powerful-Than-Xbox-One-CPU-According- Benchmark-Test-61203.html http://www.xbox.com/en-GB/xbox-one/get-more http://www.gamespot.com/articles/xbox-one-vs-ps4-spec-difference-is-fairly-marginal-microsoft-says/1100- 6417138/ http://www.n4g.com/news/1399058/microsoft-xbox-one-is-the-most-powerful-console http://www.gimmegimmegames.com/2013/11/microsoft-ps4-isnt-powerful-xbox-one-powerful-connected- web/ http://www.gengame.net/2013/09/microsoft-responds-to-report-that-ps4-is-50-more-powerful-than-xbox- one/ http://www.rackspace.co.uk/cloud/servers
    • REFERENCES 3 http://www.imperial-tobacco.co.uk/ http://www.theguardian.com/society/2013/sep/07/smoothies-fruit-juices-new-health-risk http://www.chainofgood.co.uk/#/section/does-you-good http://www.dailymail.co.uk/news/article-2131506/Heineken-launches-probe-new-photo-shows-beer-giant- sponsored-brutal-dog-fighting-Asia.html http://www.theheinekencompany.com/notifications/2013/12/dog-fight-mongolia-17-april http://www.homeappliance.manualsonline.com/manuals/mfg/vax/6135.html http://support.vax.co.uk/support/quicklinks/guides/ http://www.aviva.co.uk/car/ http://www.annualreport2013.landsecurities.com/ http://www.pinterest.com/generalelectric/ https://vscan.gehealthcare.com/en-emea/vscan-uses-europe
    • THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262 koozai.com