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Content marketing in 2016 - #FigDigContent

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Content marketing case studies from Branded3 in 2015 - what has worked and what will we be doing more of next year? Slides from November 12th's Figaro Digital Content Marketing seminar presented by our Director of Search Stephen Kenwright, showing how we do content for links, conversions and engagement (but not all at the same time!)

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Content marketing in 2016 - #FigDigContent

  1. 1. in2016 @stekenwright|#FigDigContent|12thNov15
  2. 2. “~80% of B2C marketers plan to produce more content in 2016…regardless of effectiveness [or] clarity of success.” Source: Content Marketing Institute
  3. 3. Source: Content Marketing Institute Content marketing success metrics 85% 80% 79% 78% 75% 73% 72% 71% 70% 67% 66% Sales Higher Conversion Rates Website Traffic Sales Lead Quality SEO Ranking Sales Lead Quantity Customer Renewal Rates Brand Lift Subscriber Growth Social Media Sharing Purchase Intent
  4. 4. Optimise your content for keywords
  5. 5. Create useful content, don’t care about links
  6. 6. Go and build links
  7. 7. Does anyone still care about keywords?
  8. 8. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Desktop click through rate
  9. 9. 0 50,000 100,000 150,000 200,000 250,000 300,000 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Google Organic Est. Non-Brand Horizon Traffic Index Non-brand keyword traffic
  10. 10. UK Travel Insurance Industry: April 2015
  11. 11. UK Travel Insurance Industry: May 2015
  12. 12. Create content for users, optimise for keywords
  13. 13. “It’s nearly impossible to earn links with just good, unique content.”
  14. 14. It’s nearly impossible to earn links without link building
  15. 15. Links ≠ SEO Rankings
  16. 16. Content optimised for keywords Content for links Useful content SEO
  17. 17. Optimise your content for keywords
  18. 18. Source: Content Marketing Institute Success for bathstore 85% 80% 79% 78% 75% 73% 72% 71% 70% 67% 66% Sales Higher Conversion Rates Website Traffic Sales Lead Quality SEO Ranking Sales Lead Quantity Customer Renewal Rates Brand Lift Subscriber Growth Social Media Sharing Purchase Intent
  19. 19. SEO visibility
  20. 20. Create useful content, don’t care about links
  21. 21. Source: Content Marketing Institute Success for Inchcape 85% 80% 79% 78% 75% 73% 72% 71% 70% 67% 66% Sales Higher Conversion Rates Website Traffic Sales Lead Quality SEO Ranking Sales Lead Quantity Customer Renewal Rates Brand Lift Subscriber Growth Social Media Sharing Purchase Intent
  22. 22. Results Inchcape Cooper BMW 39% Reduced bounce rate 10% Increase in length of stay 20% Increase in enquiries Inchcape Toyota 42% Increase in users +15,000 Sessions / month
  23. 23. Conversion rate
  24. 24. SEO visibility
  25. 25. Go and build links
  26. 26. Source: Content Marketing Institute Success for Provident 85% 80% 79% 78% 75% 73% 72% 71% 70% 67% 66% Sales Higher Conversion Rates Website Traffic Sales Lead Quality SEO Ranking Sales Lead Quantity Customer Renewal Rates Brand Lift Subscriber Growth Social Media Sharing Purchase Intent
  27. 27. The cost of living We help people who struggle Gamification
  28. 28. Thank you stephen.kenwright@branded3.com @stekenwright slideshare.net/Branded3

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