SlideShare a Scribd company logo
1 of 54
What is effective
content marketing?
@Roberts_ben_m
2
The Marketing
Buzzword Podcast
Speak at
conferences
across the UK
and Europe
Head of Marketing at
Talkative
Wales’ #1
businessman
under 35
Hockey
player
@Roberts_ben_m
Soon to be
published author
What is content marketing? Why
is it important?
@roberts_ben_m
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined audience — and,
ultimately, to drive profitable customer action.”
– Content Marketing Institute–
There are content types for
everyone, both to create
and consume
@roberts_ben_m
@roberts_ben_m
@roberts_ben_m
@roberts_ben_m
What is the point in
creating content?
@roberts_ben_m
Awareness
Information
Conversion
Retention
Advocacy
Content isn’t just Instagram
posts and writing blogs!
It’s about offering the
right level of insight
and value, at the right
time
Where is the Value?
@roberts_ben_m
Knowledge?
Ideas?
Entertainment?
Improvement?
Where is the insight?
@roberts_ben_m
Original research?
Research curation?
Examples & experiences?
Become the WIKI of your
industry!
@roberts_ben_m
REMEMBER:
IT’S NOT ABOUT YOU
@roberts_ben_m
@roberts_ben_m
Each stage of the funnel
requires a different type of
content
Some will cross over though, it
depends on how you present the
content
@roberts_ben_m
Awareness
Reports
Blogs
Infographics
Speaking
Podcasting
Webinars
@roberts_ben_m
Information
Landing pages
Blogs
Slide decks
Information PDFs
Newsletters
@roberts_ben_m
Conversion
Case studies
Reviews
Comparison reviews/information
@roberts_ben_m
Retention
Training
Updates
New data (back up rationale)
Guides & How to’s
@roberts_ben_m
Advocacy
Exclusives (data, ideas, research)
Behind-the-scenes
Reviews
User Generated Content
Case Studies
@roberts_ben_m
It’s not about you, it’s about
your audience.
What’s the value for them? What do
they want to get out of it?
@roberts_ben_m
Pillar Content
What is it?
How can it help?
@roberts_ben_m
1) Find a specific term
2) Identify the core topics
3) What are the specifics of those topics?
4) Cross link & drive inbound links
@roberts_ben_m
Example
Customer
Communication
@roberts_ben_m
Content Recycling
Written
Audio
VideoImages
@roberts_ben_m
SEO
social &
outreach
content
The Content
Holy Trinity
@roberts_ben_m
SEO
@roberts_ben_m
Headlines
The Easiest Way to Become a Successful Writer
Why You Should Forget Facebook
10 Productivity Strategies Backed By Science
What Successful People Do Before Going to Bed
10 Awesome Headlines that Drive Traffic and Attract Readers
@roberts_ben_m
Headline Tools
@roberts_ben_m
Images
Text overlays help people understand what’s included, and makes
it more unique to you
Must be highly relevant
Alt text (tells Google what the image is about)
Inserting images helps break up long text
Use infographics to convey your article in a visual format
@roberts_ben_m
Image Tools
Pixabay
Unsplash
Flickr (CC0 search only)
Splitshire
Gratisography
Pexels
Stocksnap
CC0 – no attribution &
free for commercial use
Keywords
ShortLong tail Vs Short tail
Specific – use in headers and throughout
Keep relevant (don’t add for the sake of it)
@roberts_ben_m
Keyword Tools
Moz
Ahrefs
SEMRush
Google keyword planner
@roberts_ben_m
Keyword Tools
@roberts_ben_m
Structure & Meta Data
Header tags (i.e. h1, h2)
Meta title & description
URL length
Avoid duplicating
Alt text
@roberts_ben_m
Linking
Internal linking
External linking – follow/no-follow
Anchor text
Inbound links
Relevancy & Authority
@roberts_ben_m
The Goal of SEO
It’s not about views, it’s about . . .
positioning & relevance
@roberts_ben_m
Social & Outreach
@roberts_ben_m
Be conversational
SOCIAL IS NOT A PLACE TO SHOUT (it’s ineffective)
Relationship building
Share your content with questions and engage!
Comment on other people’s content – it will grab their attention
@roberts_ben_m
Add context and value
Add as much value in the social post as you can
Long form video isn’t great on Twitter, stick to YouTube
Give it all away . . . All your ideas, share it all!
Scheduling is OK!
Scheduling helps you plan and space your content out
Allows you to bulk create & be CONSISTENT
Many tools will help you to optimise your posts for the best
engagement
Be aware . . . Don’t keep shouting about your stuff!!!!
@roberts_ben_m
Feature brands and people Let
them know you’ve included
them
Add personality
@roberts_ben_m
You have to decide on
your purpose
What is the goal?
@roberts_ben_m
It all comes down to knowing
your audience!
WIIGTDFT
Definition
What is it going to do for them?
@roberts_ben_m
@roberts_ben_m
Effective
content takes
time
There is no
exact path to
success!
Marketing Buzzword to
Marketing Authority
(The Book)
March 2019
Thank you!
Twitter: @roberts_ben_m
LinkedIn: Ben M Roberts
broberts@talkative.uk

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What is effective content marketing? How can you maximise your content creation efforts?

Editor's Notes

  1. A brand is everything about you, it’s how people perceive you, think about you, how people talk about you. It’s how people will judge you before and remember you after
  2. I want to tell you that building a personal brand doesn’t have to be separate to your business. Many of you will be entrepreneurs, start-ups, some of you will be 5,10, 20+ people businesses. Everyone has a personality, that can be used to help elevate the brand. A brand can act as a hub of people who are knowledgeable about a certain topic(s), sharing those messages. Amplification. Just because you may not be top dog, doesn’t mean you can’t be an authority.
  3. Why Important? People are digital. If you meet someone, they’ve checked you out online first. Or they’ll do it soon after to make sure you are who you said/do what you say you can do How many of you looked on linkedIn or twitter before or straight after meeting someone? How many of you looked to see who myself or Sonja were before today?
  4. Why Important? People are digital. If you meet someone, they’ve checked you out online first. Or they’ll do it soon after to make sure you are who you said/do what you say you can do How many of you looked on linkedIn or twitter before or straight after meeting someone? How many of you looked to see who myself or Sonja were before today?
  5. Why Important? People are digital. If you meet someone, they’ve checked you out online first. Or they’ll do it soon after to make sure you are who you said/do what you say you can do How many of you looked on linkedIn or twitter before or straight after meeting someone? How many of you looked to see who myself or Sonja were before today?
  6. Why Important? People are digital. If you meet someone, they’ve checked you out online first. Or they’ll do it soon after to make sure you are who you said/do what you say you can do How many of you looked on linkedIn or twitter before or straight after meeting someone? How many of you looked to see who myself or Sonja were before today?
  7. Without a solid core you cannot do/hold as much, or last as long. If you have a day off posting, it won’t destroy your reputation, but it is incredibly important. I believe that value to the customer is king. – I share value, CONSISTENTLY to build an audience You build an audience around doing things consistently. The more consistent you are the stronger the core is, the bigger fan base you will build.
  8. Monthly search vol of at least 2,500
  9. The worst acronym of all time. – But it’s so right. – If you want to be an authority, and you are sharing content. Think what will my audience get out of it. Are they there to be entertained, inspired? Learn new skills or tips? – Is it going to show who you are as a person? – Move away from narcissism and move towards being helpful
  10. Cool Bonuses – Please let me know if you’d like to find out more.
  11. Cool Bonuses – Please let me know if you’d like to find out more.
  12. Key takeaways: Find what you stand for as a brand and a person. Drill deeper, be authentic, and you’ll build authority.