Building Thought Leadership - Beyond SEO

Kunle Campbell
Kunle CampbellAdvisor to ambitious online retailers focused on rapid growth | ecommerce customer acquisition expert at GuiltySoles
Building thought
Leadership
    Beyond SEO



        Presented by Kunle Campbell
 Digital Marketing Professional & Founder of Fuzz One Media   @KunleTCampbell
CAN YOU DESCRIBE
WHAT EACH OF THESE
 PEOPLE & BRANDS
   STAND FOR IN
   A FEW WORDS?
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Don’t forget Authorship
  …Author Rank ?!
Link Building
As we know it is on-going



Forever…
But what if..
Your competitor does all the above
HOW edge?
can you gain a competitive
ha
You ad…ve
to Le
Lead opinion
     INFLUENCE THOUGHTS…
INNOVATIVE THINKING and NEW IDEAS...
  LEAD the MINDs of your AUDIENCE
The go al is.s.
Leading Mind
           ILL FOLLOW
                     	
  
   LINKS W
Thought LEADERSHIP…
“A person or entity        	
  

 that is recognised by peers
 for having PROGRESSIVE AND
           INNOVATIVE IDEAS”
           Wikipedia
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Think…Differently	
  
       The	
  
    Purple cow           The	
  
                        Spotted
                        zebra
Stand out from the Crowd
To Attract attention
You’re
                boring me! 	
  


Don’t Just
PARTICIPATE
IN THE
CONVERSATION…
Drive it!
Thought Leadership is NOT
SHAMELESS SELF PROMOTION
THOUGHT LEADERSHIP
is NOT Content Marketing

But Content Marketing is used to drive it
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
HOW ca n YOUR 
AUTH        HOR RANK
    ORSHIP AUT
influence links and
rankings?
SETH GODIN:
Ranks 1st for ‘marketing blog’ – no mention of
marketing blog in title tag or content.




                          Google is rewarding
                            Thought Leaders	
  
EVEN WITH LOWER RANKINGS
     Thought Leaders	
  

       Are	
  Likely	
  to	
  get	
  	
  
      Higher	
  SERPs	
  CTR	
  
ReL=author
…a Self fulfilling ‘thought leadership’ prophecy




        Having a Google+ Profile Helps!
Building Thought Leadership - Beyond SEO
PFFT…         AuthorRank
it’s Authority that I crave for
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
#2	
  
   USE YOUR
   Data!
PornMD:
  IF A COMPANY IN THE PORN
     INDUSTRY CAN DO IT…
MOST CLIENTS HAVE NO EXCUSE!
rightmove overseas:
WHAT £250K COULD BUY YOU OVERSEAS
 IN PARTNERSHIP WITH THE GUARDIAN
INDEED.com:
LIST OF 15 COMPANIES WITH THE
         MOST LISTINGS
  OF $60K JOBS ON FORBE.COM
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
Today: Deloitte are ‘football finance experts’ with
         Football Money League Annual




                      Deloitte: 
             Use Annual Benchmark Reports
               to Generate New Business
Deloitte’s Annual Review of Football
Finance - Annual"  Now Price: £600 per copy


Now have 18 High calibre clients
Kingston Smith
   ANNUAL REVIEW OF CREATIVE MARKETING AGENCIES
ANNUAL BENCHMARK OF THE TOP 50 ADVERTISING AGENCIES




              TOP 20 chartered accountants
               9	
  out	
  of	
  the	
  50	
  Agencies	
  on	
  list	
  are	
  clients!	
  
              Annual Publication, since 1990
The wow company
SMALL BUSINESS ACCOUNTANTS FOR START-UPS TO £5M TURNOVER
    BENCHPRESS, BENCHMARKING FOR CREATIVE COMPANIES




 They Have Picked a niche
 small	
  business	
  +	
  crea;ve	
  agencies	
  
    And Have stuck to it!
                                                     h=p://bit.ly/1m-­‐agency	
  
THE PIONEERS OF
        Of ‘Corporate Blogging’




The McKinsey Quarterly – ‘BIG’ INSIGHTFUL VISONARY CONTENT
#4	
      Encourage                        think
         your clients
        to get invo
     events. Do     lved in spe
                 they organ aking
                             ise events
                                       ?
#5	
  

         Get visual
         with Images & Video
         Reinforce your Thought Leadership
         efforts with Video Promotion &
         Feature Infographics
We process visual information
60,000x faster in the brain than we do text
Building Thought Leadership - Beyond SEO
Building Thought Leadership - Beyond SEO
#7	
  
         Google+ Authorship


         Reports have Authorship Adoption to be as low as 9% and as high as 17%. 



               Reinforce your personal
               authority on the SERPs
James cann
Working Hard to become a Thought Leader
Working Hard to become a Thought Leader

     On start-ups &
   Entrepreneurship
But…
he doesn't seem to have
REL=AUTHORSHIP tag?
#8	
  
   Flaunt your success
  On your website or blog
   Your	
  website	
  and	
  blog	
  should	
  be	
  the	
  
   hub	
  of	
  all	
  your	
  thought	
  leadership	
  efforts	
  
execution and approach
    Paid Media                              Owned Media
    Search PPC                Promoted                              Blog
    Social PPC              Brand Content                      Facebook
    Sponsorship                                                   Twitter
    Banners                                                     YouTube
    Retargeting /                                               Google+
                                                                LinkedIn
    Remarketing
                        Converged                             Slideshare
                          Media                                 Pinterest
                                                              Instagram

                Sponsored                   Brands that ask
                Customers                     for shared
                                                media


              Earned Media (Organic)
                            Press Coverage
                            Interview Request
                            Search Rankings
                            Reviews from Happy Clients
                            Awards & Recognition
                            Viral Social Reach
THOUGHT LEADERSHIP blueprint
   Thought
  Leadership



    LEAD THE                   INFLUENCE              Peers         Prospects           Clients          Regulators        Industry
  CONVERSATION


  Big Message or              Survey         Benchmark         Cause        Research         Ground Breaking          Quarterly       Internal
   Major Finding              Data            Report                                         Innovation               Journals         Mining


  Social Media
low cost broadcast medium     Twitter       Facebook          Google+        LinkedIn        Pinterest       YouTube       Slideshare      Instagram
by-pass mainstream media


                            personal brand & voice advanced engaging content...
                                                                             ...building your following & affiliations establishing expert authority
 Regular Content
   Marketing
                             - Blogging             - Video                 - Guest Blogging      - Events             - Get Published - Book
                             - Quora                - Podcasts              - Guest Interviews    - Public Speaking    - Tier 1 - News
                                                    - Webinars / Hangouts     on Podcasts         - Seminar & Workshops Coverage
                                                    - Infographics          - eBook               - Press Coverage     - TV Appearance
                                                                            - Lead Online         - Industry/Trade     - Columnist
                                                                              Communities           Publication(s)

                               Gear 1                 Gear 2                  Gear 3                  Gear 4                  Gear 5
                                                                                                                                        Fuzz One Ltd © 2013
Building Thought Leadership - Beyond SEO
credits to...
                        Image Credits:
           Slide 7 – Spider & Web by rhett maxwell
Slide 8 – Chess Background Image by ALAN LEVINE cogdogblog
       Slide 37 – Image of Gary V speaking by BenLucier
  Slide 44 – Image of Gary V Speaking by Silicon Prairie News




                    Presentation design by
Contact ME	
  
           Kunle Campbell
          fuzzone.com

          Tel: +44 (0)1865 6000 62
           E-mail: kc@fuzzone.co.uk
           Twitter: @kunleTcampbell




Presented by Kunle Campbell
   @KunleTCampbell
1 of 59

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Building Thought Leadership - Beyond SEO

  • 1. Building thought Leadership Beyond SEO Presented by Kunle Campbell Digital Marketing Professional & Founder of Fuzz One Media @KunleTCampbell
  • 2. CAN YOU DESCRIBE WHAT EACH OF THESE PEOPLE & BRANDS STAND FOR IN A FEW WORDS?
  • 5. Don’t forget Authorship …Author Rank ?!
  • 6. Link Building As we know it is on-going Forever…
  • 7. But what if.. Your competitor does all the above
  • 8. HOW edge? can you gain a competitive
  • 10. Lead opinion INFLUENCE THOUGHTS… INNOVATIVE THINKING and NEW IDEAS... LEAD the MINDs of your AUDIENCE
  • 11. The go al is.s. Leading Mind ILL FOLLOW   LINKS W
  • 12. Thought LEADERSHIP… “A person or entity   that is recognised by peers for having PROGRESSIVE AND INNOVATIVE IDEAS” Wikipedia
  • 16. Think…Differently   The   Purple cow The   Spotted zebra
  • 17. Stand out from the Crowd To Attract attention
  • 18. You’re boring me!   Don’t Just PARTICIPATE IN THE CONVERSATION…
  • 20. Thought Leadership is NOT SHAMELESS SELF PROMOTION
  • 21. THOUGHT LEADERSHIP is NOT Content Marketing But Content Marketing is used to drive it
  • 26. HOW ca n YOUR  AUTH HOR RANK ORSHIP AUT influence links and rankings?
  • 27. SETH GODIN: Ranks 1st for ‘marketing blog’ – no mention of marketing blog in title tag or content. Google is rewarding Thought Leaders  
  • 28. EVEN WITH LOWER RANKINGS Thought Leaders   Are  Likely  to  get     Higher  SERPs  CTR  
  • 29. ReL=author …a Self fulfilling ‘thought leadership’ prophecy Having a Google+ Profile Helps!
  • 31. PFFT… AuthorRank it’s Authority that I crave for
  • 34. #2   USE YOUR Data!
  • 35. PornMD: IF A COMPANY IN THE PORN INDUSTRY CAN DO IT… MOST CLIENTS HAVE NO EXCUSE!
  • 36. rightmove overseas: WHAT £250K COULD BUY YOU OVERSEAS IN PARTNERSHIP WITH THE GUARDIAN
  • 37. INDEED.com: LIST OF 15 COMPANIES WITH THE MOST LISTINGS OF $60K JOBS ON FORBE.COM
  • 40. Today: Deloitte are ‘football finance experts’ with Football Money League Annual Deloitte:  Use Annual Benchmark Reports to Generate New Business
  • 41. Deloitte’s Annual Review of Football Finance - Annual"  Now Price: £600 per copy Now have 18 High calibre clients
  • 42. Kingston Smith ANNUAL REVIEW OF CREATIVE MARKETING AGENCIES ANNUAL BENCHMARK OF THE TOP 50 ADVERTISING AGENCIES TOP 20 chartered accountants 9  out  of  the  50  Agencies  on  list  are  clients!   Annual Publication, since 1990
  • 43. The wow company SMALL BUSINESS ACCOUNTANTS FOR START-UPS TO £5M TURNOVER BENCHPRESS, BENCHMARKING FOR CREATIVE COMPANIES They Have Picked a niche small  business  +  crea;ve  agencies   And Have stuck to it! h=p://bit.ly/1m-­‐agency  
  • 44. THE PIONEERS OF Of ‘Corporate Blogging’ The McKinsey Quarterly – ‘BIG’ INSIGHTFUL VISONARY CONTENT
  • 45. #4   Encourage think your clients to get invo events. Do lved in spe they organ aking ise events ?
  • 46. #5   Get visual with Images & Video Reinforce your Thought Leadership efforts with Video Promotion & Feature Infographics
  • 47. We process visual information 60,000x faster in the brain than we do text
  • 50. #7   Google+ Authorship Reports have Authorship Adoption to be as low as 9% and as high as 17%.  Reinforce your personal authority on the SERPs
  • 51. James cann Working Hard to become a Thought Leader
  • 52. Working Hard to become a Thought Leader On start-ups & Entrepreneurship
  • 53. But… he doesn't seem to have REL=AUTHORSHIP tag?
  • 54. #8   Flaunt your success On your website or blog Your  website  and  blog  should  be  the   hub  of  all  your  thought  leadership  efforts  
  • 55. execution and approach Paid Media Owned Media Search PPC Promoted Blog Social PPC Brand Content Facebook Sponsorship Twitter Banners YouTube Retargeting / Google+ LinkedIn Remarketing Converged Slideshare Media Pinterest Instagram Sponsored Brands that ask Customers for shared media Earned Media (Organic) Press Coverage Interview Request Search Rankings Reviews from Happy Clients Awards & Recognition Viral Social Reach
  • 56. THOUGHT LEADERSHIP blueprint Thought Leadership LEAD THE INFLUENCE Peers Prospects Clients Regulators Industry CONVERSATION Big Message or Survey Benchmark Cause Research Ground Breaking Quarterly Internal Major Finding Data Report Innovation Journals Mining Social Media low cost broadcast medium Twitter Facebook Google+ LinkedIn Pinterest YouTube Slideshare Instagram by-pass mainstream media personal brand & voice advanced engaging content... ...building your following & affiliations establishing expert authority Regular Content Marketing - Blogging - Video - Guest Blogging - Events - Get Published - Book - Quora - Podcasts - Guest Interviews - Public Speaking - Tier 1 - News - Webinars / Hangouts on Podcasts - Seminar & Workshops Coverage - Infographics - eBook - Press Coverage - TV Appearance - Lead Online - Industry/Trade - Columnist Communities Publication(s) Gear 1 Gear 2 Gear 3 Gear 4 Gear 5 Fuzz One Ltd © 2013
  • 58. credits to... Image Credits: Slide 7 – Spider & Web by rhett maxwell Slide 8 – Chess Background Image by ALAN LEVINE cogdogblog Slide 37 – Image of Gary V speaking by BenLucier Slide 44 – Image of Gary V Speaking by Silicon Prairie News Presentation design by
  • 59. Contact ME   Kunle Campbell fuzzone.com Tel: +44 (0)1865 6000 62 E-mail: kc@fuzzone.co.uk Twitter: @kunleTcampbell Presented by Kunle Campbell @KunleTCampbell