Evolution of Content & Digital Marketing in 2014

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How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.

How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.

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  • Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033
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Transcript

  • 1. Evolution of Content Marketing KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
  • 2. Google hates old-school SEO & link building
  • 3. Scaled quality content works
  • 4. Google has more signals on quality/authenticity than ever
  • 5. Quick warning: Content marketing isn’t always the answer…
  • 6. People are still making basic mistakes (this much content can never all be high quality!)
  • 7. Tactics get over-saturated
  • 8. It’s not about sharing content with your mates
  • 9. It’s not just about creating a buzz
  • 10. It’s not about throwing stuff against the wall
  • 11. And not everything is going to be a winner
  • 12. Don’t rush straight in… Think about what you want to achieve
  • 13. Successful campaigns require a sustained content strategy (not 1 infographic!)
  • 14. Without clear goals, how do you know what content success looks like?
  • 15. Build a Strategy to set clear goals & objectives • • • • • Raising brand awareness Improving your SEO and online authority Building your social audience Increasing direct sales or leads etc…
  • 16. Great content isn’t produced in a silo
  • 17. Getting things done is the biggest ranking factor – get everyone involved!
  • 18. Measure everything!
  • 19. Make sure your content influences the right goals & targets • Editorial calendar around key events • 50 natural links to target URL • 215 Facebook likes, 62 Tweets • Drove “Australian Open Tennis Tickets” to #4 in Google
  • 20. Translated & promoted infographic across 12 countries: Generated high quality links & social shares from authority publications
  • 21. We tracked and measured all SEO activity and uplift to prove the ROI in terms of revenue and market share uplift across Europe for top target keyword groups http://fiz-x.com/how-to-make-a-lightsaber/
  • 22. Resonate with current & potential customers
  • 23. Identify your audience & key influencers
  • 24. Create a solid strategy to integrate all channels
  • 25. Think more consumer-led & data-driven content – what do your users want to see more of?
  • 26. Tell your brand story to a targeted audience
  • 27. Engage with social influencers
  • 28. Influence sales at consideration buying phase
  • 29. Build your brand reputation & online authority
  • 30. Be useful, insightful, creative, funny or topical http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
  • 31. Be agile
  • 32. Be prepared to adapt
  • 33. Don’t admit defeat!
  • 34. Be remarkable… http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
  • 35. For best outreach results, you need an audience
  • 36. And then do it all again… Using iterative & agile campaigns to target key opportunities http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013 http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  • 37. The best campaigns aren’t content marketing – it’s brand building! http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
  • 38. Key Takeaways 1. Content marketing isn’t a one-off, it requires a sustained & iterative effort 2. Don’t just create content for the sake of creating a buzz – tie it into your overall marketing strategy & goals 3. Find what works well for your audience & do more of it! 4. Measure the impact to prove the value @KevGibbo
  • 39. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK