Content for SEO, Online Advertising, Latest trends | Online marketing bootcamp | Media Matters

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March’s bootcamp focused on content marketing and online advertising as well as the usual tour of current trends and predictions for your PR and marketing activity in the year ahead.

March’s bootcamp focused on content marketing and online advertising as well as the usual tour of current trends and predictions for your PR and marketing activity in the year ahead.

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  • Let’s start with a back to basics re-cap of how search works.
  • Why has our content online become so important for SEO?
  • Head of spam team
  • This established them as an authority, using it to showcase property and “teach” the ins and out of the housing market.
  • She did this by creating “how to videos” and posting them On YouTube.
  • UGC and community content.
  • Blogging and search
  • Go to Google search
  • RECAP
  • So what can marketers learn from wearable technology? That understanding the mindset and needs of mobile consumers isn't a choice - it's a necessity. As small, wearable devices go mainstream, data about people's behaviors will become more abundant and more accessible, opening the doors to more personal marketing experiences.
  • So what can marketers learn from wearable technology? That understanding the mindset and needs of mobile consumers isn't a choice - it's a necessity. As small, wearable devices go mainstream, data about people's behaviors will become more abundant and more accessible, opening the doors to more personal marketing experiences.
  • Anti social networking

Transcript

  • 1. www.mediamatters-pr.co.uk Online marketing bootcamp March 2014
  • 2. www.mediamatters-pr.co.uk Today • Successful content creation for SEO • Online advertising • Trends
  • 3. www.mediamatters-pr.co.uk Successful content for SEO
  • 4. www.mediamatters-pr.co.uk
  • 5. www.mediamatters-pr.co.uk Pandas, penguins and birds • Penalising poor content • Downgrading poor quality links • Improved search results
  • 6. www.mediamatters-pr.co.uk
  • 7. www.mediamatters-pr.co.uk “Not all link building is bad. The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it.” Matt Cutts – Google.
  • 8. www.mediamatters-pr.co.uk Content for marketing … is not new
  • 9. www.mediamatters-pr.co.uk http://www.kfh.co.uk/
  • 10. www.mediamatters-pr.co.uk Kinleigh Folkard and Hayward thrived during the housing recession in 2007 /2008 by launching a quality magazine “Completely London”.
  • 11. www.mediamatters-pr.co.uk Using content for SEO • Blogs • Video • White papers/research • Online magazines • Infographics • How to guides, useful info
  • 12. www.mediamatters-pr.co.uk www.laurenluke.com
  • 13. www.mediamatters-pr.co.uk Lauren Luke used to dispatch taxis and now has a brand bigger than Estee Lauder. She has 560,956 subscribers to her YouTube channel.
  • 14. www.mediamatters-pr.co.uk How can I… make a messy bun? http://www.zoella.co.uk/ https://www.youtube.com/user/zoella280390/ 4.2 million YouTube subscribers
  • 15. www.mediamatters-pr.co.uk
  • 16. www.mediamatters-pr.co.uk Aaron Patzer launched Mint.com in 2006 as a better way to manage personal finances online. He was competing against established banks. By focusing on blog posts, slideshows, videos and infographics, Aaron grew Mint.com to 100,000 accounts in 2007, 600,000 in 2008 and almost 2 million in 2009, becoming the largest player in the personal financial aggregation market. Three years after he launched, Mint.com sold to Intuit for $170 million. Source: http://www.getspokal.com/
  • 17. www.mediamatters-pr.co.uk
  • 18. www.mediamatters-pr.co.uk
  • 19. www.mediamatters-pr.co.uk
  • 20. www.mediamatters-pr.co.uk
  • 21. www.mediamatters-pr.co.uk
  • 22. www.mediamatters-pr.co.uk
  • 23. www.mediamatters-pr.co.uk
  • 24. www.mediamatters-pr.co.uk Online advertising
  • 25. www.mediamatters-pr.co.uk Online advertising • Where we see it • What’s changed? • When to do it • How to do it
  • 26. www.mediamatters-pr.co.uk Where we see it • Search • Social • Display • Mobile
  • 27. www.mediamatters-pr.co.uk Search • Google, Bing, Yahoo • Product placement (Amazon, Ebay, Affiliate)
  • 28. www.mediamatters-pr.co.uk Social • Facebook • Twitter • LinkedIn • YouTube • Other social networks
  • 29. www.mediamatters-pr.co.uk Display • Banners, skyscrapers • Display packages
  • 30. www.mediamatters-pr.co.uk Mobile • In App • Mobile, tablet specific advertising
  • 31. www.mediamatters-pr.co.uk http://www.theguardian.com/media/2014/mar/10/uk-mobile-advertising-overtake-newspaper-revenue theguardian.com, Monday 10 March 2014
  • 32. www.mediamatters-pr.co.uk What’s changed?
  • 33. www.mediamatters-pr.co.uk Evolution • Google changes • Maturing social media • Better targeted opportunities
  • 34. www.mediamatters-pr.co.uk “organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site”. Facebook Dec 2013 “This month Ogilvy data showed the average page post reaches just 6 per cent of fans, but for pages with 500,000 or more fans, that reach drops to just 2 per cent”. Marketing Week March 2014
  • 35. www.mediamatters-pr.co.uk Where we see it • Search • Social • Display • Mobile
  • 36. www.mediamatters-pr.co.uk Search
  • 37. www.mediamatters-pr.co.uk
  • 38. www.mediamatters-pr.co.uk
  • 39. www.mediamatters-pr.co.uk
  • 40. www.mediamatters-pr.co.uk
  • 41. www.mediamatters-pr.co.uk Reasons to do it • Keyword analysis • Drive traffic • Brand awareness • Testing landing pages • Hard to avoid?
  • 42. www.mediamatters-pr.co.uk Things to think about • ROI • Budgets • Competition • Time to manage
  • 43. www.mediamatters-pr.co.uk Social
  • 44. www.mediamatters-pr.co.uk In advertising space
  • 45. www.mediamatters-pr.co.uk In newsfeed
  • 46. www.mediamatters-pr.co.uk
  • 47. www.mediamatters-pr.co.uk
  • 48. www.mediamatters-pr.co.uk Good for • Reaching wider audience • Targeting specific demographics • Growing likes and engagement • Raising awareness
  • 49. www.mediamatters-pr.co.uk
  • 50. www.mediamatters-pr.co.uk
  • 51. www.mediamatters-pr.co.uk
  • 52. www.mediamatters-pr.co.uk
  • 53. www.mediamatters-pr.co.uk Good for • Reaching large consumer audiences • Keyword engagement • Television option is interesting
  • 54. www.mediamatters-pr.co.uk
  • 55. www.mediamatters-pr.co.uk
  • 56. www.mediamatters-pr.co.uk
  • 57. www.mediamatters-pr.co.uk Good for • B2B promotion • Reaching decision makers • Recruitment
  • 58. www.mediamatters-pr.co.uk Reasons to advertise • Much more targeted than Adwords • Reaching conversations • Budget controlled • Better analytics than in the past • REACH
  • 59. www.mediamatters-pr.co.uk Trends to watch out for…
  • 60. www.mediamatters-pr.co.uk
  • 61. www.mediamatters-pr.co.uk Having succeeded in making scrapbooking a Web craze, Pinterest Inc. now has a new goal: to reinvent online advertising. The four-year-old digital scrapbooking website is preparing to launch ad sales in the second quarter with a bold pitch. Rather than Web ads that urge people to "click here!" or "buy now!," Pinterest wants to make artful Web ads that people actually love. Source: Wall Street Journal: http://online.wsj.com
  • 62. www.mediamatters-pr.co.uk Messaging services • Snapchat • Instagram • Facebook Messenger • Whats App
  • 63. www.mediamatters-pr.co.uk Snapchat
  • 64. www.mediamatters-pr.co.uk http://www.youtube.com/watch?v=jTZSSHb6f94
  • 65. www.mediamatters-pr.co.uk Facts • Target audience 13 – 25 • Exclusively mobile • Not yet monetised • Businesses beginning to use it
  • 66. www.mediamatters-pr.co.uk Instagram
  • 67. www.mediamatters-pr.co.uk
  • 68. www.mediamatters-pr.co.uk Facts • 18-29 demographic • Mobile • Good for competitions
  • 69. www.mediamatters-pr.co.uk WhatsApp
  • 70. www.mediamatters-pr.co.uk
  • 71. www.mediamatters-pr.co.uk
  • 72. www.mediamatters-pr.co.uk Wearable tech
  • 73. www.mediamatters-pr.co.uk Smartwatch We forecast 91.6 million smartwatch units sold globally in 2018. With an average selling price of about $100, that translates to a $9.2 billion market by 2018. Business Insider – March 19th 2014
  • 74. www.mediamatters-pr.co.uk Virtual currency
  • 75. www.mediamatters-pr.co.uk Overstock.com Chief Executive Patrick Byrne said the Salt Lake City-based company now expects bitcoin sales to reach $10 million or $15 million this year, up from the $5 million that had been expected. Mr. Byrne also said that customers who pay with bitcoins are mostly men and are spending more than others, with average orders of $230 compared with $150 for typical orders. Of the more than 4,300 customers who have paid with bitcoins, Overstock.com estimates almost 60% are new customers. Source: Wall Street Journal http://online.wsj.com/
  • 76. www.mediamatters-pr.co.uk And finally Avoid your “friends”
  • 77. www.mediamatters-pr.co.uk
  • 78. www.mediamatters-pr.co.uk Online marketing bootcamp March 2014