I spoke at the Masterclassing Search event in London on the 9th February 2016. In a 10-minute session I covered the importance of content monetisation and ROI when it comes to search, and three important points to consider for your SEO and content strategy in 2016. 1) Content is at the heart of everything you do digitally. Make sure it is accountable, and you can track actions, traffic and revenue from all the content you create 2) Think Mobile First - this sounds obvious but many brands are still creating content campaigns with the mobile user in mind. According to Cisco, 80% of the global internet traffic will be through online video by 2019. Brands need to take video seriously and understand how it fits into their digital marketing strategy. 3) Stand Out From The Crowd - Google now indexes 30 trillion web pages. That's up from 1 trillion webpages in 2008. The amount of content on the web is set to increase by 500% over the next 5 years. This means getting your content found is going to become even harder. As such, we suggest two angles - a) focus on your niche. What are your USPs? Why are you different from the competition? Do you have niche products when you can build an authority. Focus on these areas. - b) be disruptive. We used the example of Protein World and the 'Beach Body Ready' advertising campaign, which was extreme, but it created an amazing PR story, and they generated a 4:1 ROI. Be disruptive, but be on brand. Finally, all this needs to be measured. No-one has fully cracked the multi-channel, multi-device tracking issue, and with ad blocking set to come to the fore in 2016, it makes mobile tracking even more difficult. Setting the right KPIs for digital and content campaigns will be important, and remember attribution plays a big part, especially when influencers are involved. For more info please visit http://www.8MS.com.

1. Search: It’s All About
Content Monetisation
Simon Heyes
simon@8ms.com
@MrHeyes
@8MStories

2. We are a content
monetisation agency that
connects content and digital
marketing to deliver a clear
ROI.

3. Most brands are creating their own content
and thinking like publishers…

4. But few understand that for the content to
reach their target audience, they need to
think like distributers too…

5. By now most brands are starting to wake
up to the idea they need to think like
publishers…
In short, the “build it and they will come”
strategy is not going to cut the mustard by
itself.

6. The amount of information
on the web is expected to
increase by 500%
(conservatively) in the next
five years.
Searching for – and finding
information - is going to
become harder.
Content
Supply
Content
Demand

7. 3 Points To Consider

8. CONTENT
SEO
PPC
SOCIAL
CAMPAIGN
PR
ROICONTENT
MONETISATION
1

9. THINK
MOBILE
FIRST
2

10. “By 2019 online
video will be
responsible for
80% of global
Internet traffic.”
- Cisco, 2015

11. This month, Google is
launch a project called
Advanced Mobile Pages
(AMP).
This version of HTML
will (probably) soon
affect your mobile
rankings.

12. This is Google’s version
of Facebook’s ‘Instant
Articles’, which
launched in May 2015

13. xxxxxx 3
Stand out from the crowd.
FIND YOUR NICHE BE DISRUPTIVE

14. 30% of marketers find proving the
financial return of content-driven
activities the biggest challenge.
Measuring the success of your
content is crucial in terms of
optimising future campaigns.
Measuring Success

15. CONTENT MONETISATION CASE STUDY
Farfetch are a global community of designer fashion boutiques offering an
inspirational shopping experience to fashion-forward consumers

16. For this campaign we had a specific consumer we were going after:
The Audience

17. Content & Promotion – Boutique Finder

18. 8MS.com
(0131) 2020 360
Facebook/8MStories
@8MStories
Thank You!
hello@8MS.com