Evolution of Content Marketing
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO
Google hates old-school SEO & link building
Scaled quality content works
Google has more signals on quality/authenticity
than ever
Quick warning:
Content marketing isn’t always the answer…
People are still making basic mistakes
(this much content can never all be high quality!)
Tactics get over-saturated
It’s not about sharing content with your mates
It’s not just about creating a buzz
It’s not about throwing stuff against the wall
And not everything is going to be a winner
Don’t rush straight in…
Think about what you want to achieve
Successful campaigns require a sustained
content strategy (not 1 infographic!)
Without clear goals, how do you know what
content success looks like?
Build a Strategy to set clear goals & objectives
•
•
•
•
•

Raising brand awareness
Improving your SEO and online authorit...
Great content isn’t produced in a silo
Getting things done is the biggest ranking factor –
get everyone involved!
Measure everything!
Make sure your
content influences the
right goals & targets
• Editorial calendar around key
events
• 50 natural links to t...
Translated & promoted
infographic across 12 countries:
Generated high quality links &
social shares from authority
publica...
We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Eu...
Resonate with current & potential customers
Identify your audience & key influencers
Create a solid strategy to integrate all channels
Think more consumer-led & data-driven content –
what do your users want to see more of?
Tell your brand story to a targeted audience
Engage with social influencers
Influence sales at consideration buying phase
Build your brand reputation & online authority
Be useful, insightful, creative, funny or topical

http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-th...
Be agile
Be prepared to adapt
Don’t admit defeat!
Be remarkable…

http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
For best outreach results, you need an audience
And then do it all again…
Using iterative & agile campaigns to target key opportunities

http://searchenginewatch.com/arti...
The best campaigns aren’t content marketing –
it’s brand building!

http://www.dummies-for-destruction.co.uk/random/wp-con...
Key Takeaways
1. Content marketing isn’t a one-off, it requires a sustained &
iterative effort
2. Don’t just create conten...
KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
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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.

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  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • 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
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • *Internal data*
  • Evolution of Content & Digital Marketing in 2014

    1. 1. Evolution of Content Marketing KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
    2. 2. Google hates old-school SEO & link building
    3. 3. Scaled quality content works
    4. 4. Google has more signals on quality/authenticity than ever
    5. 5. Quick warning: Content marketing isn’t always the answer…
    6. 6. People are still making basic mistakes (this much content can never all be high quality!)
    7. 7. Tactics get over-saturated
    8. 8. It’s not about sharing content with your mates
    9. 9. It’s not just about creating a buzz
    10. 10. It’s not about throwing stuff against the wall
    11. 11. And not everything is going to be a winner
    12. 12. Don’t rush straight in… Think about what you want to achieve
    13. 13. Successful campaigns require a sustained content strategy (not 1 infographic!)
    14. 14. Without clear goals, how do you know what content success looks like?
    15. 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. 16. Great content isn’t produced in a silo
    17. 17. Getting things done is the biggest ranking factor – get everyone involved!
    18. 18. Measure everything!
    19. 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. 20. Translated & promoted infographic across 12 countries: Generated high quality links & social shares from authority publications
    21. 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. 22. Resonate with current & potential customers
    23. 23. Identify your audience & key influencers
    24. 24. Create a solid strategy to integrate all channels
    25. 25. Think more consumer-led & data-driven content – what do your users want to see more of?
    26. 26. Tell your brand story to a targeted audience
    27. 27. Engage with social influencers
    28. 28. Influence sales at consideration buying phase
    29. 29. Build your brand reputation & online authority
    30. 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. 31. Be agile
    32. 32. Be prepared to adapt
    33. 33. Don’t admit defeat!
    34. 34. Be remarkable… http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
    35. 35. For best outreach results, you need an audience
    36. 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. 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. 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. 39. KEVIN GIBBONS KGIBBONS@BLUEGLASS.CO.UK @KEVGIBBO BLUEGLASS.CO.UK
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