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Content Marketing and SEO



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Content Marketing and SEO

  1. 1. Content Marketing and SEO
  2. 2. A database containing an index of the content of the WWW, which returns to the user a list of web pages that match a search query performed on that database. 2. Software programs called ‘Spiders’ are sent out by search engines to scour the web, looking for web pages to add to their ‘INDEX’. 1. The Internet contains billions of websites and documents. 3. A user searches a Search Engine for whatever they want. 4. The Search Engine queries its spider-compiled index for matches to the query, and ranks them in order of relevancy. 5. The Search Engine returns a results page of websites to the user What is Organic Search?
  3. 3. X X X X And what are the key issues for SEO? Accessibility e.g. Links to Product pages cannot be followed by spiders because navigational menu is unfriendly to Search Engine Spiders.
  4. 4. X X X X And what are the key issues for SEO? Relevancy Your site and its pages need to be relevant for every conceivable search term that is relevant to your products, services, brand, and reflective of your business objectives. Need some blue shoes No mention of ‘blue shoes’
  5. 5. X X X X And what are the key issues for SEO? How popular are these sites? X Credibility Search engines factor in the link popularity of sites before deciding on where to rank them.
  6. 6. Content Marketing It’s on the up 6 Content Marketing in 2013Content Marketing in 2013
  7. 7. On the up 7 90% believe that content marketing will become more important over the next 12 months 73% of respondents agree that ‘brands are becoming publishers’
  8. 8. On the up 8 34% dedicated content marketing budgets 46% dedicated team members 52% cite increased engagement as most common objective
  9. 9. The result?
  10. 10. 10 Blind to it
  11. 11. 11
  12. 12. Content Marketing It’s on the up 14 Content Marketing in 2013Content Marketing in 2013
  13. 13. It therefore must be…. 15
  14. 14. American Express Open Forum 16
  15. 15. Pepsi Max #LiveForNow 17 Video link
  16. 16. KISSmetrics Blog 18
  17. 17. ASOS Best Night Ever 19
  18. 18. Hubspot 20
  19. 19. Huggies: Dad’s pregnant too 21 Video link
  20. 20. How not to do it 22
  21. 21. How not to do it 23
  22. 22. Content Marketing Strategy 24 Content Marketing Strategy
  23. 23. Content Marketing Strategy 25 What has worked before?
  24. 24. Who.AI – Identify relevant sites which pertinently discuss our target topics What works best on Social?
  25. 25. 27 Planning and idea creation
  26. 26. Learn from your mistakes 28
  27. 27. 29 In Summary Great content is a pre- requisite of great search engine optimisation Brands must become publishers to create useful content for consumers Content in 2013 must add value and fix the hurt to stand out above the crap Data analysis is vital to successful content marketing strategies
  28. 28. 0207 653 6709 @found_onlineThank you!

Editor's Notes

  • All aboard the content marketing bandwagon2013 has been dubbed the year of content marketingNot a new conceptContent marketing strategies that businesses used long before the Web existed include: Conferences Lectures, seminars and workshops Articles in industry magazines or papers Industry reports Customer newspapers Special magazines, guides and publications for clients No content, no SEO
  • Highlights from Econsultancy content marketing survey: survey of more than 1,300 marketers working for brands, agencies, and publishers.From Oct 2012Over 90% of respondents believe that content marketing will become more important over the next 12 months.Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’.
  • Less than half of companies have dedicated budgets (34%) or individuals dedicated (46%) to content marketing.  Increased engagement is the most commonly cited objective for content marketers, with 52% of in-house marketers and 58% of agency marketers listing this as one of their top three business objectives.
  • What does this mean?Quantity != QualityMore content From more sourcesFrom inexperienced creators and low end SEO agencies= a lot of crap
  • Bad because people become blind to it.On the face, easy to make it look good – snappy titles etc, makes them less trusting to brands
  • Bad because people become blind to it.How many of you have seen these types of ads across the web, how many of you pay attention while browsing nowadays? Jason note – somebody must be clicking them as they still exist!
  • Side note theory – you’ve probably noticed Google including an increasing level of information along the right hand side of the page.Useful, but for us cynical SEOs, it seems Google are training us to look at the right hand side of the page
  • How many view here?
  • Bandwagon is already passingOnly one way to get past this – creating something usefulForget about:-Converting customers from your content- Acquiring leads and making sales directly It should:Build familiarityLikeabilityTrust
  • Content should answer questions, fix the hurt of users
  • AmeX is an online community for business owners, connecting them with insights, advice, and tools to help them manage and grow their companies. It features two main elements: Ideahub, a blog driven by user-generated content, guest bloggers and leaders of the industry, and Connectodex, a private social network for Amex user entrepreneurs. It is an impressive example of what happens when you combine great content and great people. Openforum hit 1 million unique visitors back in 2010 beating its projection not only on reader but revenue goals for new credit card clients.
  • example from this week is Pepsi’s latest iteration of its 'Live for Now' campaign.The campaign will include an on-pack promotion on cans and bottles of Pepsi Max during July and August, giving consumers the chance to win hundreds of prizes, including a new car, and to unlock exclusive never-seen-before tricks from Dynamo, using the augmented reality app Blippar.For the launch event, Dynamo hung from the side of a number 543 double-decker bus on its journey along Millbank, past the Houses of Parliament and across Westminster Bridge, while hundreds of passers by watched in amazement.This is a great example of collaboration and sponsorship to tap into your target market.
  • Kissmetrics is a marketing intelligence company that tracks every single interaction a person has with your business. The KISSmetrics blog received over 1 million unique visitors in 10 months without paid traffic. They achieved it by publishing some of the best how to content that you will find anywhere on the web.It’s really that simple. Each blog post teaches its typical user (entrepreneurs, marketing managers in small businesses) how to overcome the problems their experiencing. Their content is always very visual (infographics) and well researched. With this they built a huge amount of trust and loyalty.Did you know colour blindness is much more prevalent in males than females? This is due to the condition being caused by missing or damaged photopigments. These arecarried on the X chromosome - males only have one X chromosome whilefemales have two.
  • Objective of the ASOS Christmas campaign was deliver sales of the Christmas party wear collection whilst deepening brand engagement with fashion-loving 20something girls and driving advocacy.The campaign was to be content led – giving ASOS’saudience music videos, celebrity interviews and advice, styling tips, games, competitions, apps and promotions that would help make their #BestNightEver.By creating content that inspired them, making them interact and share, we could deepen their engagement with the brand and increase their likelihood to shop with us. The campaign delivered 5.6million positive acts of engagement with campaign content and the most successful Christmas to date in terms UK traffic across Nov and Dec. Importantly, the nature of the content also delivered the right type of traffic for ASOS, also increasing conversions during the period
  • Hubspot is an all-in-one marketing software platform for small and medium-sized businesses. Since its launch in 2006, Hubspot has grown to 200 employees, received $33 million in VC funding and is on track to sell $20 million in services in 2011 (a 350% growth from 2010).They’ve done it all through content marketing.Hubspot is one of the leaders in the areas of content marketing. Think blog, videos, webinars (one had over 13,000 registrants), viral tools – they pretty much do them all. Fantastically. As a result they generate 25,000 leads per month for its 60 person sales team. One hundred percent of its leads come from its content marketing efforts.
  •’t have to be online, some of the best content can be the story of an offline innovation.Take this example from Huggies, and consider the budget needed for this invention that has no direct sales objective.Can’t decide if this is cool or creepy!All these types of content will EARN natural links, without the need to BUILD links
  • A content marketing fail which unravelled last week involved Adecco, the world largest HR firm.They launched a contest called Around the World in 80 Jobs – and it quickly transpired that they had cloned a concept and travel blog by a guy called Turner Barr’s, who had worked for more than 2 years on his blog.
  • Not only had Adecco lifted the name of his blog for a the campaign, but they were also using a paid actor pretending to be a travel blogger as the face of the contest, in which eight winners would go globe-hopping while each attempting 10 different jobs - all without any acknowledgment of Barr’s blog.Quote from Turner Blog:"I was both astonished and demoralized to find that my entire brand, image and web personality was swiped for use in a marketing campaign by some massive multi-billion dollar a year company, without ever being asked for permission or acknowledged.“The controversy has taken social media by storm with an outpouring of support for Turner using the hashtag#makeitright
  • Review which type of content your audience have interacted best with in the past.
  • Analytics – best pages – example from an article written for a recruitment client which has become the fifth most viewed page on the website since the start of April.Competitor analysis – we can use tools like Majestic SEO to see competitors best performing contentfrom a link perspective – which content pages have the most links, and where from?
  • What works best on social – various tools can help you analyse the types of content your audience engage with and identify your supporters and influences Our tool, others include socialbro, followerwonk, google+ ripples
  • Plan and Brainstorm – lots of ideas.Bring people in from other teams. Get nicheUbersuggest - semanticsMarketing plan – key dates, seasons, launches – link to PR. Author rank – blogHigh quality guest bloggingUse your unique expertise – white papers, inforgraphics
  • Practice makes perfectLearn from mistakes
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