All digital marketers know that Content is now key - but where does this leave Search? What future does it have? These slides look at how we can adapt, learn and grow with Content in the future.

2. The chances are that if you work in or around digital marketing, you
will have heard about Panda, Penguin and penalties, or the “three
Ps” if you want to be affectionate.
Introduced in February 2011
Penalised sites using low quality
content
Targeted sites that rank with poor
content
Introduced in April 2012
Needed to target links as well as
content
Used to penalise ‘unnatural links
pointing to your site’
Panda Penguin

3. Gone are the days of mass link buying and
manipulation!
The key to success is a return to first-order
marketing principles and the creation of value for
consumers.
Are we creating content good enough to get a
response from a real, human audience?

4. Content is more than writing a blog about the
latest trend; marketers need to be ambitious
This is a deceptively fundamental shift for
agencies, SEO Managers and Strategists

5. A complete change in the content production
though process is required, changing emphasis
from:
“what can we produce at volume?”
and begin to ask:
“what do our customers actually want to see?”

6. True visibility of a brand has
developed into a broader
concept.

7. The greater experience is a culmination of:
Creating rich and
engaging content
A strong product
offering
On-site experienceOnline visibility

8. Digital must be viewed in the
round

9. Rather than as
separate channels

10. How are we, as performance
marketers, going to
super-charge
this activity?

11. SEO practitioners understand the
insight, monitoring & tracking that lie
beneath the surface level of online
activity.

12. Adding that seamlessly to content
based marketing, social media and
online PR will be something of a true
advance in online communications.

13. Agencies should be optimistic about the
opportunity this offers!
Otherwise we’ll have to get used to blogs
churning out ‘what strictly come dancing
taught me about life insurance’