Content Marketing:
The Future Or Just Another
Buzzword?
Kelvin Newman
27th June 2013
@kelvinnewman
Wednesday, 26 June 13
Strategy Director
SiteVisibility
A digital agency specialising in retail,
travel and financial services
Wednesday, 26 June...
Organiser
BrightonSEO/Content
Marketing Show
Two Free (and awesome) Conferences
Wednesday, 26 June 13
Co-Founder
Clockwork Talent
Decent Digital Recruitment
Wednesday, 26 June 13
They always say
start with a joke
Wednesday, 26 June 13
But I’m going to
start with two
graphs instead
Wednesday, 26 June 13
Wednesday, 26 June 13
Gartner Hype Cycle
Wednesday, 26 June 13
But why the hype?
Wednesday, 26 June 13
First we had panda
Berto Garcia
Wednesday, 26 June 13
This update is
designed to reduce
rankings for low-
quality sites—sites
which are low-value
add for users, copy
content fr...
and then penguin
Wednesday, 26 June 13
In the next few days,
we’re launching an
important algorithm
change targeted at
webspam. The change
will decrease rankings...
And that’s before we get started
on Facebook
Wednesday, 26 June 13
1 Billion Users
Every Month
Wednesday, 26 June 13
240 Million Photo’s
Per Day
Wednesday, 26 June 13
2.7 Billion Likes
Everyday
Wednesday, 26 June 13
People share billions of
pieces of content
everyday
Wednesday, 26 June 13
One trillion connections
of a thousand different
types
Wednesday, 26 June 13
1,000,000,000,000
Wednesday, 26 June 13
Exceptional content takes
all the rewards
Wednesday, 26 June 13
Content Marketing
is all the marketing
that’s left.
Seth Godin
http://lor3nzo.com/
Wednesday, 26 June 13
A Short History of
Link Building
Wednesday, 26 June 13
A Process For
Content Marketing
Wednesday, 26 June 13
Twelve Tools
Wednesday, 26 June 13
A Short History of
Link Building
Wednesday, 26 June 13
it was easy...
rox sm
Wednesday, 26 June 13
then penguin came
along...
jamesonf
Wednesday, 26 June 13
and now it’s hard
Alex E. Proimos
Wednesday, 26 June 13
Not True
Wednesday, 26 June 13
It was always hard
normalityrelief
Wednesday, 26 June 13
we just got lazy
Nickolas Nikolic
Wednesday, 26 June 13
Warning slightly
laboured metaphor
ahead
Wednesday, 26 June 13
Pounds & Pennies
edvvc
Wednesday, 26 June 13
Google Wants to be
a ‘real boy’
kennymatic
Wednesday, 26 June 13
An Aside;
Wednesday, 26 June 13
What’s a good link?
Wednesday, 26 June 13
Proximity to ideal
Wednesday, 26 June 13
wikipedia as ideal
Wednesday, 26 June 13
Reasonable Surfer
Model
Richard Masoner / Cyclelicious
Wednesday, 26 June 13
Not what an SEO
would build
net_efekt
Wednesday, 26 June 13
Not Embarrassing
Wednesday, 26 June 13
Another Aside;
Wednesday, 26 June 13
Aren’t Links Dead?
CaioSchiavo
Wednesday, 26 June 13
Social Signal
=
Rankings
Wednesday, 26 June 13
Correlation
≠
Causation
Wednesday, 26 June 13
Rankings
=
Social Signals
Wednesday, 26 June 13
More complex than
that, but we now
have a great
compass
Heartlover1717
Wednesday, 26 June 13
A Process For
Content Marketing
Wednesday, 26 June 13
THEME
Ed.ward
Wednesday, 26 June 13
Tribes
kenjonbro
Wednesday, 26 June 13
Hook
iPeat
Wednesday, 26 June 13
Engaging Content
Wednesday, 26 June 13
Marketing
Wednesday, 26 June 13
Evaluation
Wednesday, 26 June 13
BrightonSEO
Salary Survey
Wednesday, 26 June 13
Tribes
kenjonbro
Wednesday, 26 June 13
Hook
iPeat
Wednesday, 26 June 13
Engaging Content
Wednesday, 26 June 13
Marketing
Wednesday, 26 June 13
Evaluation
Wednesday, 26 June 13
Pro-tips
AaronFTM
Wednesday, 26 June 13
Involve your ideal
linkers
flickr-330935066-hd.jpg
Wednesday, 26 June 13
Excellent isn’t
enough
Wednesday, 26 June 13
The quest for
exceptional
Wednesday, 26 June 13
Content Doesn’t
Follow an S-Curve
Wednesday, 26 June 13
Venture Capital
Content Creation
PhilosophyWednesday, 26 June 13
Twelve Tools
Wednesday, 26 June 13
Uber-Suggest
http://ubersuggest.org/
Wednesday, 26 June 13
Social Crawlytics
http://socialcrawlytics.com/
Wednesday, 26 June 13
Question Referrers
http://www.slideshare.net/kelvinnewman/5-instantly-
actionable-insights-from-google-analytics
Wednesday...
Toluna
http://www.tolunaquick.com/
Wednesday, 26 June 13
Quora
http://www.quora.com/
Wednesday, 26 June 13
Discussion Search
Wednesday, 26 June 13
Follower Wonk
http://followerwonk.com/
Wednesday, 26 June 13
Content Idea Generator
Google Doc
https://docs.google.com/spreadsheet/ccc?
key=0Aj4U6wmYE1X6dDB5S1lDUXFzaTUxME5IRmJqZ2ozZG...
Amazon KDP
https://kdp.amazon.com/self-publishing/signin
Wednesday, 26 June 13
Cloud Flood
http://www.cloudflood.com/
Wednesday, 26 June 13
Out Brain
https://www.outbrain.com/
Wednesday, 26 June 13
Clockwork Pirate
http://www.clockworkpirate.com/
Wednesday, 26 June 13
tl;dr
produce something
exceptional that
you know people
will link to and
help them do so...
Wednesday, 26 June 13
Kelvin Newman
kelvin@brightonseo.com
@kelvinnewman
Wednesday, 26 June 13
Wednesday, 26 June 13
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Content Marketing: The Future Or Just Another Buzzword?

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In light of Google's Panda and Penguin updates, content marketing has become one of the most ubiquitously discussed strategies in digital. It is considered so important, that Seth Godin famously claimed "content marketing is the only marketing left".

Speaking for Emarketeers, Kelvin Newman reveals whether content marketing is just another fad or whether it simply cannot be ignored.

Published in: Technology, News & Politics
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Content Marketing: The Future Or Just Another Buzzword?

  1. 1. Content Marketing: The Future Or Just Another Buzzword? Kelvin Newman 27th June 2013 @kelvinnewman Wednesday, 26 June 13
  2. 2. Strategy Director SiteVisibility A digital agency specialising in retail, travel and financial services Wednesday, 26 June 13
  3. 3. Organiser BrightonSEO/Content Marketing Show Two Free (and awesome) Conferences Wednesday, 26 June 13
  4. 4. Co-Founder Clockwork Talent Decent Digital Recruitment Wednesday, 26 June 13
  5. 5. They always say start with a joke Wednesday, 26 June 13
  6. 6. But I’m going to start with two graphs instead Wednesday, 26 June 13
  7. 7. Wednesday, 26 June 13
  8. 8. Gartner Hype Cycle Wednesday, 26 June 13
  9. 9. But why the hype? Wednesday, 26 June 13
  10. 10. First we had panda Berto Garcia Wednesday, 26 June 13
  11. 11. This update is designed to reduce rankings for low- quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. Matt Cutts, Google planetc1 Wednesday, 26 June 13
  12. 12. and then penguin Wednesday, 26 June 13
  13. 13. In the next few days, we’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. Matt Cutts, Google jolieodell Wednesday, 26 June 13
  14. 14. And that’s before we get started on Facebook Wednesday, 26 June 13
  15. 15. 1 Billion Users Every Month Wednesday, 26 June 13
  16. 16. 240 Million Photo’s Per Day Wednesday, 26 June 13
  17. 17. 2.7 Billion Likes Everyday Wednesday, 26 June 13
  18. 18. People share billions of pieces of content everyday Wednesday, 26 June 13
  19. 19. One trillion connections of a thousand different types Wednesday, 26 June 13
  20. 20. 1,000,000,000,000 Wednesday, 26 June 13
  21. 21. Exceptional content takes all the rewards Wednesday, 26 June 13
  22. 22. Content Marketing is all the marketing that’s left. Seth Godin http://lor3nzo.com/ Wednesday, 26 June 13
  23. 23. A Short History of Link Building Wednesday, 26 June 13
  24. 24. A Process For Content Marketing Wednesday, 26 June 13
  25. 25. Twelve Tools Wednesday, 26 June 13
  26. 26. A Short History of Link Building Wednesday, 26 June 13
  27. 27. it was easy... rox sm Wednesday, 26 June 13
  28. 28. then penguin came along... jamesonf Wednesday, 26 June 13
  29. 29. and now it’s hard Alex E. Proimos Wednesday, 26 June 13
  30. 30. Not True Wednesday, 26 June 13
  31. 31. It was always hard normalityrelief Wednesday, 26 June 13
  32. 32. we just got lazy Nickolas Nikolic Wednesday, 26 June 13
  33. 33. Warning slightly laboured metaphor ahead Wednesday, 26 June 13
  34. 34. Pounds & Pennies edvvc Wednesday, 26 June 13
  35. 35. Google Wants to be a ‘real boy’ kennymatic Wednesday, 26 June 13
  36. 36. An Aside; Wednesday, 26 June 13
  37. 37. What’s a good link? Wednesday, 26 June 13
  38. 38. Proximity to ideal Wednesday, 26 June 13
  39. 39. wikipedia as ideal Wednesday, 26 June 13
  40. 40. Reasonable Surfer Model Richard Masoner / Cyclelicious Wednesday, 26 June 13
  41. 41. Not what an SEO would build net_efekt Wednesday, 26 June 13
  42. 42. Not Embarrassing Wednesday, 26 June 13
  43. 43. Another Aside; Wednesday, 26 June 13
  44. 44. Aren’t Links Dead? CaioSchiavo Wednesday, 26 June 13
  45. 45. Social Signal = Rankings Wednesday, 26 June 13
  46. 46. Correlation ≠ Causation Wednesday, 26 June 13
  47. 47. Rankings = Social Signals Wednesday, 26 June 13
  48. 48. More complex than that, but we now have a great compass Heartlover1717 Wednesday, 26 June 13
  49. 49. A Process For Content Marketing Wednesday, 26 June 13
  50. 50. THEME Ed.ward Wednesday, 26 June 13
  51. 51. Tribes kenjonbro Wednesday, 26 June 13
  52. 52. Hook iPeat Wednesday, 26 June 13
  53. 53. Engaging Content Wednesday, 26 June 13
  54. 54. Marketing Wednesday, 26 June 13
  55. 55. Evaluation Wednesday, 26 June 13
  56. 56. BrightonSEO Salary Survey Wednesday, 26 June 13
  57. 57. Tribes kenjonbro Wednesday, 26 June 13
  58. 58. Hook iPeat Wednesday, 26 June 13
  59. 59. Engaging Content Wednesday, 26 June 13
  60. 60. Marketing Wednesday, 26 June 13
  61. 61. Evaluation Wednesday, 26 June 13
  62. 62. Pro-tips AaronFTM Wednesday, 26 June 13
  63. 63. Involve your ideal linkers flickr-330935066-hd.jpg Wednesday, 26 June 13
  64. 64. Excellent isn’t enough Wednesday, 26 June 13
  65. 65. The quest for exceptional Wednesday, 26 June 13
  66. 66. Content Doesn’t Follow an S-Curve Wednesday, 26 June 13
  67. 67. Venture Capital Content Creation PhilosophyWednesday, 26 June 13
  68. 68. Twelve Tools Wednesday, 26 June 13
  69. 69. Uber-Suggest http://ubersuggest.org/ Wednesday, 26 June 13
  70. 70. Social Crawlytics http://socialcrawlytics.com/ Wednesday, 26 June 13
  71. 71. Question Referrers http://www.slideshare.net/kelvinnewman/5-instantly- actionable-insights-from-google-analytics Wednesday, 26 June 13
  72. 72. Toluna http://www.tolunaquick.com/ Wednesday, 26 June 13
  73. 73. Quora http://www.quora.com/ Wednesday, 26 June 13
  74. 74. Discussion Search Wednesday, 26 June 13
  75. 75. Follower Wonk http://followerwonk.com/ Wednesday, 26 June 13
  76. 76. Content Idea Generator Google Doc https://docs.google.com/spreadsheet/ccc? key=0Aj4U6wmYE1X6dDB5S1lDUXFzaTUxME5IRmJqZ2ozZGc#gid=0 Wednesday, 26 June 13
  77. 77. Amazon KDP https://kdp.amazon.com/self-publishing/signin Wednesday, 26 June 13
  78. 78. Cloud Flood http://www.cloudflood.com/ Wednesday, 26 June 13
  79. 79. Out Brain https://www.outbrain.com/ Wednesday, 26 June 13
  80. 80. Clockwork Pirate http://www.clockworkpirate.com/ Wednesday, 26 June 13
  81. 81. tl;dr produce something exceptional that you know people will link to and help them do so... Wednesday, 26 June 13
  82. 82. Kelvin Newman kelvin@brightonseo.com @kelvinnewman Wednesday, 26 June 13
  83. 83. Wednesday, 26 June 13

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