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Content Marketing for SEO and Brand awareness
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Content Marketing for SEO and Brand awareness

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What is the reason for the growing popularity of content marketing? …

What is the reason for the growing popularity of content marketing?
What is the difference between content marketing and content writing? Where and what kind of content can be used as a marketing tool.
Content marketing as a universal tool - examples of successful campaigns of big brands and not that big

More in: Business , Technology
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  • 1. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Content marketingfor SEO and brand awarenessAnna Korolekh,Marketing Manager at Promodo SemCamp 2013
  • 2. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86What is it about?Why has content marketing become suddenly so popular?Content marketing and content writing: what’s the difference?3 essential steps to launch content marketing campaign7 basic content types3 content marketing commandmentsWhat has worked well in our case?Some ideas from big brands
  • 3. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86What is the reason behind such sharpinterest increase ?
  • 4. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86
  • 5. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Panda, Penguin and other animals…EzineArticles.comHubPages.comMahalo.comExaminer.com2011:9 updates ofPanda algorithm
  • 6. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86
  • 7. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-862011:9 updates ofPanda algorithm2012:14 updates ofPanda algorithm3 updates ofPenguin algorithmDMCAEMD2013:2 updates ofPanda algorithm
  • 8. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86
  • 9. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Why not content writing?What’s the difference?
  • 10. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86
  • 11. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-863 most important steps:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86setting goalsdefining target audienceselecting channels thatinfluence the targetaudiencetrafficconversionssalesbrand awarenessbuilding up the reputation of an experthousewivesmiddle-level managersentrepreneursprogrammersteenagers and studentsetc., the more categories, the betterhttp://www.webmonkey.com/http://www.infoq.com/http://techcrunch.com/http://gizmodo.com/http://arstechnica.com/http://stackoverflow.com/http://www.reddit.com/http://mashable.com/
  • 12. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Articles from experts, advice, guides, tips;
  • 13. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86News;7 basic content types:
  • 14. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Articles-reviews;
  • 15. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Case studies and success stories;
  • 16. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Articles-conflicts;
  • 17. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Regular posts bringing up the most important events in yourniche;
  • 18. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-867 basic content types:© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Interviews with experts;
  • 19. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86+ additional value to your content© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Video, infographics, audiopodcast, checklist, presentation, downloadable guide, e-book, etc.
  • 20. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Where to submit the content?© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Go back to the list of influencers of your target audienceCarefully study guest post requirementsDon’t forget to boast about our best previous publicationsOffer several posts to choose fromWait patiently 
  • 21. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Real life examples: what has worked in ourcase?© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86+ 1 221 links~ $500Infographics/guest posts
  • 22. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Where to submit infographics?© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-861 http://www.reddit.com/r/Infographics/2 http://visual.ly3 http://www.coolinfographics.com4 http://www.visualizing.org5 http://www.infographicsarchive.com/6 http://datavis.tumblr.com7 http://datavisualization.ch8 http://infographics.tumblr.com9 http://infographicsite.com10 http://infographr.tumblr.com11 http://submitinfographics.com12 http://theinfographics.blogspot.com
  • 23. © 2012 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Mini online events (webinars)strengthens the reputation of brand’s expertisediversifies website contentideal for B2B websites, outsourcing companiescontent, presentation and speaker (speakers)What do you need to start?.about a month for promotion and attracting the audiencespecial software to hold a webinar , for example, Gotomeeting(минимальная подписка $100)(optional) advertisement budget (LinkedIn, Facebook)
  • 24. © 2012 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Guides, downloadable filesstrengthens the reputation of brand’s expertisemarketing and sales leadscontent + time for its creationWhat do you need to start?.create a landing page tailored to the content + promotion via PPCspecial software to gather the data about users who havedownloaded the files(минимальная подписка $100)
  • 25. © 2012 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86What do big guys do?McDonald’s Canada – Your Questions – Our Food http://yourquestions.mcdonalds.ca/
  • 26. © 2012 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86What do big guys do?LEGO Club – http://club.lego.com/en-us/interactive-magazine/
  • 27. © 2012 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86What do big guys do?Kraft Foods – http://www.kraftrecipes.com/home.aspx
  • 28. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-863 content marketing commandments© 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86don’t expect immediate results;try, test, find out what works the bestthink about your target audience first ofall: create content which is interestingfor your users even if sometimes it isn’ttotally relevant to your nichedon’t ask users to buy something atonce: do minimum of self-promotionand wait until they get to know you andstart to trust
  • 29. © 2013 Promodo www.promodo.comcontact@promodo.comUnited Kingdom+44 0203 1376 681United States+1 347 809-34-86Thank you for your attention!Anna KorolekhPromodoa.moseva@promodo.comwww.promodo.com@promodo_enfacebook.com/promodo