The document discusses successful content marketing strategies. It recommends identifying target audiences and their motivations and influencers. Content should be interesting, current, useful and informative. An example campaign involved creating a landing page and presentation, engaging influencers, and driving exposure and engagement. The results included increased social media followers, greater engagement than competitors, and a 140% increase in traffic and enquiries for the year. The key takeaways are to consider the audience, create valuable authentic content, and drive exposure by engaging where the audience is active.

1. #GIANTTalks
What Does Successful Content Look Like?
@justinerobson

3. Lake Rehabilitation Baku, Azerbaijan

4. Lake Boyuk Shor - March 2013
Lake Boyuk Shor - April 2015

6. Between June, July and August, the UK experienced around 366.8mm
of rainfall, which made 2012 the second wettest UK summer on record
and the wettest in 100 years, behind the 384.4 mm rainfall in
1912.1981-2010 average.
2012
366.8mm
1912
384.4mm
Though rainfall levels have yet to top the highs of 2012, rainfall was the
highest in three years in 2015, with an average rainfall level of 272mm,
which is 113% of the 1981-2010 average.

7. The LeveLine-EWS uses the
AquaTel telemetry device
The LeveLine-Mini detects the
changes in water level
Communicate directly with the AquaTel
unit with your mobile phone

8. Aims
Help establish Aquaread in the flood equipment marketplace
1.) Get the website ranking for flood-product search queries
2.) Increase awareness of LevelineEWS system
3.) Generate enquiries for LeveLine EWS system

9. 9
Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking and
analytics
Create content that will
connect and engage
Once created, share it
with the people your
audience listen too
already
As ever, monitor what
works and do more of it
Content Engagement

10. 1. Who is our target audience?
2. What are their motivations?
3. Who are their influencers?

11. 1. Aquaread flooding guide
2. Interesting & current
3. Useful & informative

12. Then what did we do?

13. 1. Landing page
2. Interactive presentation

14. 1. Engage with key influencers
2. Be where you audience is
3. Drive exposure & engagement

26. The results…

28. 15% increase in twitter followers
during campaign period
Far greater engagement & exposure
than competitors
The flood guide campaign contributed to 140% YoY
increase in SEO traffic & subsequent enquiries

29. Take Aways
Consider your audience first
Create something authentic that is of
interest and will provide value to
your target audience
Drive exposure & engagement o
your content by being where your
audience is