0
9 Ways to Create 
Engaging 
Content
9 Ways to Engaging Content 
for Challenging Industries 
including gambling, healthcare, and B2B. 
1. Find a PG angle for y...
Challenge 1: 
To promote a brand & industry 
nobody wants to support
Gambling Industry
Gambling does not typically receive good press, making our job to create outstanding content 
to drive new visitors even m...
1. Find a PG angle 
for your content. 
1. Find a PG angle 
for your content. 
Poker is a sport! 
Not just a game popular 
...
As a skill set, 
players are looking 
to develop their 
skill set, and there 
is a wealth of 
research on this 
sport by p...
What poker skill is 
transferable to 
the general 
public? 
Bluffing.
Eye movements 
show if you’re 
making up a story 
or remembering 
events from your 
past.
Touching your 
neck is an action 
to pacify yourself 
in stressful 
situations.
Feet itch, wiggle, 
and sweat when 
nervous.
Create a research 
lead content piece 
and publish the 
results on the 
brand’s website.
Get on the phones 
and call publishers 
to establish who is 
interested in using 
the research to 
create dynamic 
content...
3. Publishers are 
partners, involving 
them means they buy 
into your content. 
Mashable was 
interested in 
publishing t...
Social Results: 
12,500+ 
social shares
SEO Results: 
519 External Links 
Before Placement After Placement from 65 Domains 
External 
Backlinks 1 519 
Referring 
...
Lessons 
Learned 
1. Find a universally appropriate 
angle for your content. 
2. Get professional researchers 
involved. 
...
Challenge 2: 
To make B2B corporate venue rentals an 
exciting topic to share with publishers
Conference rooms 
for rent, this is 
what the brand 
represents.
How do we make 
interesting 
content around 
conference 
rooms? 
Educate the 
target 
market.
4. Turn internal staff 
into valued experts. 
Incorporate staff 
to increase the 
online profile of 
the brand.
5. Develop the blog 
as a resource which 
can be linked to. 
Develop the blog 
as a resource 
others in the B2B 
space tur...
Promote staff’s 
expertise on other 
sites. 
- Images have been removed - 
Site 1 
CitationFlow: 42 
TrustFlow: 47 
Moz DA...
Lessons 
Learned 
4. Make internal staff into experts. 
5. Develop the blog as a resource 
which can be linked to. 
6. Pro...
Challenge 3: 
Don’t get sued
Nutrition Industry
Regulatory Bodies
What can we say?
If we can’t 
promote product 
benefits, who 
can? 
Experts. 
7. Locate offline experts 
hungry to expand business.
We hired 
nutritionists to 
write articles for 
the brand’s 
website
Create a hub for 
nutrition related 
content, separate 
from the e-commerce 
site. 
8. Separate your transactional content...
And updated the 
nutritionists social 
profiles to ensure 
current social 
signals were 
shared around 
their content.
Promote our 
experts to 
publications, here 
are some of the 
publications. 
- *Images have been removed - 
Site 1 
Citati...
We even get 
published off-line 
in magazines and 
academic research 
journals as a 
result!
Lessons 
Learned 
7. Locate offline experts hungry 
to expand their opportunities. 
8. Develop your offline experts 
into ...
1. Find a PG angle for your content. 
2. Get professional researchers involved. 
3. Publishers are partners, involving the...
@ChelseaBlacker 
enquiries@blueglass.co.uk 
www.blueglass.co.uk
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9 Ways to Create Engaging Content #ContentMarketingShow

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Motivational Content Stories for the Downtrodden was created by Chelsea Blacker for the Content Marketing Show in London on 17 July 2014. The talk focused on three challenging industries where creative content marketing ideas need to overcome a multitude of challenges to drive effective results.

For the gambling industry, BlueGlass focused on bringing the excitement of poker as a sport to life for the general public.

For nutrition industry, we created digital experts and focused on a content hub in accordance with Do Know Go.

For the B2B industry, we supported internal staff becoming brilliant thought leaders in the events management space online.

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Transcript of "9 Ways to Create Engaging Content #ContentMarketingShow"

  1. 1. 9 Ways to Create Engaging Content
  2. 2. 9 Ways to Engaging Content for Challenging Industries including gambling, healthcare, and B2B. 1. Find a PG angle for your content. 2. Get professional researchers involved. 3. Publishers are partners, involving them means they buy into your content. 4. Turn internal staff into valued experts. 5. Develop the blog as a resource which can be linked to. 6. Promote staff as the content creators for other publishers. 7. Locate offline experts hungry to expand business. 8. Develop offline experts into online experts. 9. Separate your transactional content from informational content.
  3. 3. Challenge 1: To promote a brand & industry nobody wants to support
  4. 4. Gambling Industry
  5. 5. Gambling does not typically receive good press, making our job to create outstanding content to drive new visitors even more challenging.
  6. 6. 1. Find a PG angle for your content. 1. Find a PG angle for your content. Poker is a sport! Not just a game popular in the gambling industry.
  7. 7. As a skill set, players are looking to develop their skill set, and there is a wealth of research on this sport by people like Dr. Schoonmaker. Alan N. Schoonmaker, Ph.D. Industrial psychology at UC Berkeley Maths Logic Concentration Patience Discipline Risk Reward Diversity 2. Get professional researchers involved.
  8. 8. What poker skill is transferable to the general public? Bluffing.
  9. 9. Eye movements show if you’re making up a story or remembering events from your past.
  10. 10. Touching your neck is an action to pacify yourself in stressful situations.
  11. 11. Feet itch, wiggle, and sweat when nervous.
  12. 12. Create a research lead content piece and publish the results on the brand’s website.
  13. 13. Get on the phones and call publishers to establish who is interested in using the research to create dynamic content.
  14. 14. 3. Publishers are partners, involving them means they buy into your content. Mashable was interested in publishing the content Throughout development, we sent drafts and ideas to the editor to get their input and feedback. This kept the relationship alive and ensured the content was exactly what they wanted.
  15. 15. Social Results: 12,500+ social shares
  16. 16. SEO Results: 519 External Links Before Placement After Placement from 65 Domains External Backlinks 1 519 Referring Domains 1 65 Moz Page Authority 1/100 53/100
  17. 17. Lessons Learned 1. Find a universally appropriate angle for your content. 2. Get professional researchers involved. 3. Publishers are partners, involving them means they buy into publishing.
  18. 18. Challenge 2: To make B2B corporate venue rentals an exciting topic to share with publishers
  19. 19. Conference rooms for rent, this is what the brand represents.
  20. 20. How do we make interesting content around conference rooms? Educate the target market.
  21. 21. 4. Turn internal staff into valued experts. Incorporate staff to increase the online profile of the brand.
  22. 22. 5. Develop the blog as a resource which can be linked to. Develop the blog as a resource others in the B2B space turn to.
  23. 23. Promote staff’s expertise on other sites. - Images have been removed - Site 1 CitationFlow: 42 TrustFlow: 47 Moz DA: 54 Site 2 CitationFlow: 39 TrustFlow: 54 Moz DA: 64 6. Promote staff as the content creators for other publishers.
  24. 24. Lessons Learned 4. Make internal staff into experts. 5. Develop the blog as a resource which can be linked to. 6. Promote staff as the content creators for other websites.
  25. 25. Challenge 3: Don’t get sued
  26. 26. Nutrition Industry
  27. 27. Regulatory Bodies
  28. 28. What can we say?
  29. 29. If we can’t promote product benefits, who can? Experts. 7. Locate offline experts hungry to expand business.
  30. 30. We hired nutritionists to write articles for the brand’s website
  31. 31. Create a hub for nutrition related content, separate from the e-commerce site. 8. Separate your transactional content from informational content. Do. Transactional Content. Know. Informational Content Go. Navigational Content
  32. 32. And updated the nutritionists social profiles to ensure current social signals were shared around their content.
  33. 33. Promote our experts to publications, here are some of the publications. - *Images have been removed - Site 1 CitationFlow: 56 TrustFlow: 71 Moz DA: 84 84 Site 2 CitationFlow: 48 TrustFlow: 55 Moz DA: 67 Site 3 CitationFlow: 59 TrustFlow: 53 Moz DA: 89 9. Develop offline experts into online experts.
  34. 34. We even get published off-line in magazines and academic research journals as a result!
  35. 35. Lessons Learned 7. Locate offline experts hungry to expand their opportunities. 8. Develop your offline experts into online experts. 9. Separate your transactional content from informational content.
  36. 36. 1. Find a PG angle for your content. 2. Get professional researchers involved. 3. Publishers are partners, involving them means they buy into your content. 4. Turn internal staff into valued experts. 5. Develop the blog as a resource which can be linked to. 6. Promote staff as the content creators for other publishers. 7. Locate offline experts hungry to expand business. 8. Develop offline experts into online experts. 9. Separate your transactional content from informational content.
  37. 37. @ChelseaBlacker enquiries@blueglass.co.uk www.blueglass.co.uk
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