9 Ways to Create Engaging Content #ContentMarketingShow
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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 ...

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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9 Ways to Create Engaging Content #ContentMarketingShow Presentation Transcript

  • 1. 9 Ways to Create Engaging Content
  • 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. Challenge 1: To promote a brand & industry nobody wants to support
  • 4. Gambling Industry
  • 5. Gambling does not typically receive good press, making our job to create outstanding content to drive new visitors even more challenging.
  • 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. 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. What poker skill is transferable to the general public? Bluffing.
  • 9. Eye movements show if you’re making up a story or remembering events from your past.
  • 10. Touching your neck is an action to pacify yourself in stressful situations.
  • 11. Feet itch, wiggle, and sweat when nervous.
  • 12. Create a research lead content piece and publish the results on the brand’s website.
  • 13. Get on the phones and call publishers to establish who is interested in using the research to create dynamic content.
  • 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. Social Results: 12,500+ social shares
  • 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. 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. Challenge 2: To make B2B corporate venue rentals an exciting topic to share with publishers
  • 19. Conference rooms for rent, this is what the brand represents.
  • 20. How do we make interesting content around conference rooms? Educate the target market.
  • 21. 4. Turn internal staff into valued experts. Incorporate staff to increase the online profile of the brand.
  • 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. 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. 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. Challenge 3: Don’t get sued
  • 26. Nutrition Industry
  • 27. Regulatory Bodies
  • 28. What can we say?
  • 29. If we can’t promote product benefits, who can? Experts. 7. Locate offline experts hungry to expand business.
  • 30. We hired nutritionists to write articles for the brand’s website
  • 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. And updated the nutritionists social profiles to ensure current social signals were shared around their content.
  • 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. We even get published off-line in magazines and academic research journals as a result!
  • 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. 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. @ChelseaBlacker enquiries@blueglass.co.uk www.blueglass.co.uk