SELLINGTHECONTENT MARKETING STORYPAK HOU CHEUNGORGANIC CONTENT STRATEGISTBLUEGLASS.CO.UKCONTENT MARKETING SHOW – MAY 2013
THE FOLLOWINGEVENTS ARE BASEDON A TRUE STORY…(kind of…)
IT BEGAN HERE…..
TODAY…..
YOU NEED SOME AWESOME SEO…..
YOU NEED SOME AWESOME SEO…..
SO YOU BEGIN…
AWESOME SEO GETS TRAFFIC….
YOU GET HIT BY A GOOGLE UPDATE….
YOU DO SOME MORE AWESOME SEO…
YOU START CHASING THE ALGORITHM..
YOU GET HIT BY A BIG UPDATE…..
FINALLY……
SO WHAT NOWTHEN…..
THE NEXT SERIESOF EVENTS,IS SADLY ALSO BASEDON A TRUE STORY…..(kind of…)
?CONTENTSTRATEGYSEOSOCIALMEDIA
YOURBRANDCONTENTSTRATEGYSEOSOCIALMEDIA
MY CONTENT IDEAS1) Viral Content Ideas2) Target Publisher Sites3) Find Influencers
WHAT ISYOURGOAL?
HOW WILLCONTENT MARKETINGACHIEVE MY GOAL?
Content in the Awareness StageMake it memorable, shareable & optimized• It has to stand-out• Allow & encourage sharing• Pr...
Content in the Consideration StageBe educationalUse your content to demonstrate how it solves that problem• Product demos•...
Content in the Purchase StageFocus on The WhyInspire your audience to buy• Share; don’t push• Elicit emotion• Be passionat...
Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
Content in the Retain & Upsell PhaseHow do you get them coming back?• Don’t stop offering value• Find different ways to re...
Screen Shot TakenDecember 20th, 2002
Screen Shot TakenDecember 20th, 2002
Screen Shot Taken29th May, 2013
Screen Shot Taken29th May, 2013
Screen Shot Taken29th May, 2013
Screen Shot Taken29th May, 2013
SAD, BUT TRUE…NOT EVERY BUSINESS ISASOS…..
http://bit.ly/measuring-your-success-2013http://bit.ly/4-types-of-content-marketing-metricshttp://bit.ly/top-5-micro-conve...
CONTENT OUTREACH &ENGAGEMENTSTAYING AHEAD OF THE GAMEPAK HOU CHEUNGORGANIC SEARCH STRATEGISTBLUEGLASS.COMThinkVisibility -...
You need quality, method & patience to pay off….
SO YOU BEGIN…
YOU MIGHT NOT SEE MUCH DIFFERENCE
THEN THINGS PICK UP…..
TRAFFIC GROWS….
YOU SEE THE RESULTS…
PCHEUNG@BLUEGLASS.CO.UKWWW.BLUEGLASS.CO.UK
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
Content marketing show 2013   selling the content marketing story - 29.05.2013 - cv
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Content marketing show 2013 selling the content marketing story - 29.05.2013 - cv

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Selling the Content Marketing Story - Pak Hou Cheung's presentation for the Content Marketing Show in May 2013.

Located at the Institute of Education near Russell Square Station, in London.

Published in: Business, Technology

Transcript of "Content marketing show 2013 selling the content marketing story - 29.05.2013 - cv"

  1. 1. SELLINGTHECONTENT MARKETING STORYPAK HOU CHEUNGORGANIC CONTENT STRATEGISTBLUEGLASS.CO.UKCONTENT MARKETING SHOW – MAY 2013
  2. 2. THE FOLLOWINGEVENTS ARE BASEDON A TRUE STORY…(kind of…)
  3. 3. IT BEGAN HERE…..
  4. 4. TODAY…..
  5. 5. YOU NEED SOME AWESOME SEO…..
  6. 6. YOU NEED SOME AWESOME SEO…..
  7. 7. SO YOU BEGIN…
  8. 8. AWESOME SEO GETS TRAFFIC….
  9. 9. YOU GET HIT BY A GOOGLE UPDATE….
  10. 10. YOU DO SOME MORE AWESOME SEO…
  11. 11. YOU START CHASING THE ALGORITHM..
  12. 12. YOU GET HIT BY A BIG UPDATE…..
  13. 13. FINALLY……
  14. 14. SO WHAT NOWTHEN…..
  15. 15. THE NEXT SERIESOF EVENTS,IS SADLY ALSO BASEDON A TRUE STORY…..(kind of…)
  16. 16. ?CONTENTSTRATEGYSEOSOCIALMEDIA
  17. 17. YOURBRANDCONTENTSTRATEGYSEOSOCIALMEDIA
  18. 18. MY CONTENT IDEAS1) Viral Content Ideas2) Target Publisher Sites3) Find Influencers
  19. 19. WHAT ISYOURGOAL?
  20. 20. HOW WILLCONTENT MARKETINGACHIEVE MY GOAL?
  21. 21. Content in the Awareness StageMake it memorable, shareable & optimized• It has to stand-out• Allow & encourage sharing• PromoteMake it interesting, useable & dynamic• Tips• Tools• Tutorials• Free downloads• Include visuals
  22. 22. Content in the Consideration StageBe educationalUse your content to demonstrate how it solves that problem• Product demos• In-depth tutorials• Entertaining FAQs• Buying guidesLeverage (and build) relationships• Testimonials & reviews• Case studies (tell a story)• Analysis reports
  23. 23. Content in the Purchase StageFocus on The WhyInspire your audience to buy• Share; don’t push• Elicit emotion• Be passionateTell them what they’ll getShow results; demonstrate true value with your content• ROI calculators• Descriptive case studies• Pricing information• Detailed tutorials
  24. 24. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  25. 25. Source: http://www.conversion-rate-experts.com/crazy-egg-case-study/
  26. 26. Content in the Retain & Upsell PhaseHow do you get them coming back?• Don’t stop offering value• Find different ways to reach them(i.e. newsletters, interactive quizzes & polls, direct-mail pieces,events, etc.)• Keep it fresh and exciting• Remind them of all benefitsDon’t stop sharing• A social strategy can be a powerful thing• So can a phone call• Or a personalized email
  27. 27. Screen Shot TakenDecember 20th, 2002
  28. 28. Screen Shot TakenDecember 20th, 2002
  29. 29. Screen Shot Taken29th May, 2013
  30. 30. Screen Shot Taken29th May, 2013
  31. 31. Screen Shot Taken29th May, 2013
  32. 32. Screen Shot Taken29th May, 2013
  33. 33. SAD, BUT TRUE…NOT EVERY BUSINESS ISASOS…..
  34. 34. http://bit.ly/measuring-your-success-2013http://bit.ly/4-types-of-content-marketing-metricshttp://bit.ly/top-5-micro-conversion-metricshttp://bit.ly/content-auditing-2012
  35. 35. CONTENT OUTREACH &ENGAGEMENTSTAYING AHEAD OF THE GAMEPAK HOU CHEUNGORGANIC SEARCH STRATEGISTBLUEGLASS.COMThinkVisibility - MARCH 2013
  36. 36. You need quality, method & patience to pay off….
  37. 37. SO YOU BEGIN…
  38. 38. YOU MIGHT NOT SEE MUCH DIFFERENCE
  39. 39. THEN THINGS PICK UP…..
  40. 40. TRAFFIC GROWS….
  41. 41. YOU SEE THE RESULTS…
  42. 42. PCHEUNG@BLUEGLASS.CO.UKWWW.BLUEGLASS.CO.UK

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