Measurable content marketing

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My presentation from SEO Barcamp on how to create a measurable content marketing strategy using onsite optimisation to measure the value of your content

My presentation from SEO Barcamp on how to create a measurable content marketing strategy using onsite optimisation to measure the value of your content

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  • Interesting presentation Jon - actually, when I saw the first slide marked 20:1 showing all the places that content was exposed, I thought, the ONE place I have seen that is on the tube. Was on the slide that followed. Not sure what that proves other than the ad stuck in my mind from the tube based on just one impression!
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  • How we make the most of our case studies

    This makes it easy to prove the value of producing these case studies. The increased trust, authenticity and style which ultimately influence conversion efficiency means thousands of savings for the business
  • How we make the most of our case studies

    This makes it easy to prove the value of producing these case studies. The increased trust, authenticity and style which ultimately influence conversion efficiency means thousands of savings for the business
  • What is A/B testing
    Google tested 30 different shades of blue for Gmail links
    37 Heights improved conversion 200% by changing button copy

    It has been my mission since day one to put real people on the home page!
  • Rationale behind the page design and focus

Transcript

  • 1. A content first approach to user experience and optimisation
  • 2. Director of Content and optimisation at Funding Circle Head of Social and Content at PayPal UK Head of Social at Gumtree / eBay Classifieds And yes I am South African but please don’t ask me about Oscar!
  • 3. 763 224 138 £50 million £100 million £150 million £235 million Lent in 3 years $37m funding round 70k+ Investors 4000 loans Days
  • 4. First, we build the content machine To take a content-led approach to onsite optimisation and positioning, you first need to build up content assets
  • 5. This was the homepage when started at Funding Circle Of the many things this home page was lacking, trust, vibrancy and social proof were the main concerns for me
  • 6. Trust creates conversion Trust: Consistency Credibility Transparency Friendliness Beautiful / professional Vibrancy Pride / making a difference We needed to portray more trust amongst our users:
  • 7. Data-led transparency So we created transparent, data-led content on the marketplace dynamics of Funding Circle
  • 8. The naked company We took the naked company approach and opened up the doors to our business by interviewing teams, being honest about the tricky sides of the business etc
  • 9. Become a thought leader
  • 10. Building up premium, genuine case studies We put in a huge amount of time and effort into sourcing and creating top quality, genuine customer case studies, using professional photographers and videographers to tell our story through our customers
  • 11. Then we used that content to help build trust and pride amongst our users Actual business customer A little product exposure! Explaining our value prop in one sentence using a genuine example
  • 12. Social proof News coverage helps with trust
  • 13. Genuine testimonials Testimonial videos showing a number of different businesses we helped
  • 14. Content best practice: The 20:1 rule One case study of Bramley & Gage has been seen on: Blog headerMagazine inserts Home page Slide share Blog post x2 Facebook album G+ album Youtube x2 This is a great method for creating content cost effectively and also building brand consistency
  • 15. Content best practice: The 20:1 rule He even appeared on the tube!
  • 16. Then we test and optimise
  • 17. Who are these people? And this guy? Why should I? Forgot password as important as join? Why not live? Home page A/B/C test
  • 18. 25% 26% The revised homepage increased overall conversion rate by 26%
  • 19. 11.6% 9.9% Test and test again Don’t stop there, we tested different CTAs and increased the conversion rates for each customer group again
  • 20. Improving advertising with content
  • 21. Content approach to advertising Creative A – Control version Creative B – New version 60% reduction in CPA
  • 22. Transactional content Mining opportunities through data: Only 8% of the businesses on our business email list had taken out a loan with us. Adjust to appeal to these businesses
  • 23. Transactional content Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 So, very simply, we moved the loan CTA to the top of the email in Nov 13 Revenue generated from email
  • 24. Transactional content And improved the CTAs on the blog post the email link sent traffic to
  • 25. Thank you Jon Bishop – Online Marketing Consultant @jonin60seconds jonmichaelbishop@gmail.com