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 ...
Royal Dutch Shell
HSBC
BP
GlaxoSmithKline
British American
Tobacco
SABMiller
Diageo
Rio Tinto Group
BHP Billiton
Standard ...
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=bu...
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/st...
REFERENCES 2
http://www.kotaku.com/why-it-matters-that-ps4-games-are-higher-resolution-th-1475165066/all
http://www.telegr...
REFERENCES 3
http://www.imperial-tobacco.co.uk/
http://www.theguardian.com/society/2013/sep/07/smoothies-fruit-juices-new-...
THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
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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 your Content Strategy.

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

Published in: Business, Technology, Design
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The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014

  1. 1. By Mike Essex @Koozai_Mike THE “BORING INDUSTRY” CONTENT MARKETING BLUEPRINT
  2. 2. WE’RE ADDICTED TO: “GREAT CONTENT”
  3. 3. “BORING CONTENT” IS THE BIGGEST OPPORTUNITY IN CONTENT MARKETING
  4. 4. YET NO ONE TALKS ABOUT IT…
  5. 5. GREAT CONTENT ALONE ACHIEVES: Awareness
  6. 6. WHAT ABOUT THE REST OF THE BUYING CYCLE? Loyalty Consideration Awareness Service Purchase
  7. 7. 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
  8. 8. 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
  9. 9. COMPANY BACKGROUND
  10. 10. TECHNICAL SPECIFICATIONS
  11. 11. PRESS RELEASES
  12. 12. COMPANY LOCATIONS
  13. 13. COMPETITOR COMPARISONS
  14. 14. PRODUCT BENEFITS
  15. 15. PRODUCT PERCEPTIONS
  16. 16. USER PERCEPTIONS
  17. 17. BRAND MANAGEMENT
  18. 18. CUSTOMER AFTERCARE
  19. 19. PRODUCT PAGES
  20. 20. 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.
  21. 21. ANNUAL REPORTS
  22. 22. CONTENT MUST CONVERT
  23. 23. THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262 koozai.com
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. THANK YOU FOR LISTENING @Koozai_Mike mike.essex@koozai.com 0845 485 1262 koozai.com

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