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Oliver Parsons
Driving Change Through Innovation
Birmingham, 16th September
Content Collaboration to Successfully
Engage your Audience
B R O O K S E N G L A N D - O L I V E R P A R S O N S
O L I V E R
P A R S O N S
D I G I T A L M A N A G E R
B R O O K S E N G L A N D
T H E S T O R Y O F
J B B R O O K S
W H Y H A S C O N T E N T B E C O M E
S O I M P O R T A N T T O B R A N D S ?
• Websites with blogs have 434% more indexed pages
and 97% more indexed links
(Source: Ignite Spot)
• Companies with 51 - 100 pages on their website
generate 48% more traffic than those with 50 pages or
fewer
(Source: Hubs...
• Social Media accounts for almost one in every five
minutes spent online, and reaches 82% of the entire
world’s online po...
T H E C H A L L E N G E
F A C I N G B R O O K S
B R O O K S E N G L A N D C O N T E N T
C H A N N E L S
• The Brooks Blog
• Social Media
• Video
• The Bulletin
• The Broo...
O U R D I G I T A L E F F O R T S H A D
S T A G N A T E D
• Community was no longer growing
• Engagement was falling
• Key...
0
100,000
200,000
300,000
Yr 1 Yr 2 Yr 3 Yr 4
Brooks Blog Visitors
0
7,000
14,000
21,000
28,000
35,000
2010 2011 2012 2013
Brooks Facebook Community
W H A T H A P P E N E D
N E X T …
C H A N N E L
S T R A T E G Y
• Created a strategy for each
channel
• Assessed which content
was performing best
• Segment...
W H A T M A K E S U P
C O N T E N T ?
C O L L A B O R A T I O N & G U E S T P O S T
S T R A T E G Y
• Wider Audience
• Voice of Authority
• Human Stories
• Wide...
T H E B R O O K S
B L O G
A N E W B E G I N N I N G
O U R A U D I E N C E ( S )
A U D I E N C E H A D
M A T U R E D
J U L I E T
E L L I O T T
S H A R E D J O U R N E Y
O U R C O R E A U D I E N C E W A N T E D
S O M E T H I N G M O R E
I N F O R M A T I V E
J A C K
T H U R S T O N
I N T E L L E C T U A L I N S I G H T S
B I K E S N O B
N Y C
C O M I C R E L I E F
0
100,000
200,000
300,000
400,000
500,000
Yr 1 Yr 2 Yr 3 Yr 4 Yr 5
Brooks Blog Visitors
C O L L A B O R A T I N G O N S O C I A L
T H A T ’ S N O T A L L …
R E S U L T S
G R O W T H O F A C O M M U N I T Y
• Today Brooks has an online community has increased
by over 200% increase in 2 years
...
0
18,000
36,000
54,000
72,000
90,000
2010 2011 2012 2013 2014 2015
Brooks Facebook Community
S U M M A R Y
– D H A R M E S H S H A H , H U B S P O T
“Focus on attracting people instead of annoying
them.”
• Think like a publisher
• Build a content calendar and publish frequently
• Get on recommendation lists
• Treat the audie...
– G U Y K A W A S A K I
“Provide good content and you will earn the right to
promote your product.”
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
Oliver Parsons - Content Collaboration - Birmingham Marketing Conference
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Oliver Parsons - Content Collaboration - Birmingham Marketing Conference

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Oliver Parsons, Digital Manager, Brooks England

Topic: Content Collaboration To Successfully Engage Your Audience

- How to create effective content collaborations to drive deeper engagement with customers
- How to bring new audiences to your brand
- How content can help convert customers
- Content as a segmentation tool

Published in: Marketing
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Oliver Parsons - Content Collaboration - Birmingham Marketing Conference

  1. 1. Oliver Parsons Driving Change Through Innovation Birmingham, 16th September
  2. 2. Content Collaboration to Successfully Engage your Audience B R O O K S E N G L A N D - O L I V E R P A R S O N S
  3. 3. O L I V E R P A R S O N S D I G I T A L M A N A G E R B R O O K S E N G L A N D
  4. 4. T H E S T O R Y O F J B B R O O K S
  5. 5. W H Y H A S C O N T E N T B E C O M E S O I M P O R T A N T T O B R A N D S ?
  6. 6. • Websites with blogs have 434% more indexed pages and 97% more indexed links (Source: Ignite Spot)
  7. 7. • Companies with 51 - 100 pages on their website generate 48% more traffic than those with 50 pages or fewer (Source: Hubspot)
  8. 8. • Social Media accounts for almost one in every five minutes spent online, and reaches 82% of the entire world’s online population, which represents an audience of nearly 1.2 billion internet users (Source: Market Community)
  9. 9. T H E C H A L L E N G E F A C I N G B R O O K S
  10. 10. B R O O K S E N G L A N D C O N T E N T C H A N N E L S • The Brooks Blog • Social Media • Video • The Bulletin • The Brooks Bugle • The Brooks Book
  11. 11. O U R D I G I T A L E F F O R T S H A D S T A G N A T E D • Community was no longer growing • Engagement was falling • Key platforms were under utilised or not used at all
  12. 12. 0 100,000 200,000 300,000 Yr 1 Yr 2 Yr 3 Yr 4 Brooks Blog Visitors
  13. 13. 0 7,000 14,000 21,000 28,000 35,000 2010 2011 2012 2013 Brooks Facebook Community
  14. 14. W H A T H A P P E N E D N E X T …
  15. 15. C H A N N E L S T R A T E G Y • Created a strategy for each channel • Assessed which content was performing best • Segmented our audience
  16. 16. W H A T M A K E S U P C O N T E N T ?
  17. 17. C O L L A B O R A T I O N & G U E S T P O S T S T R A T E G Y • Wider Audience • Voice of Authority • Human Stories • Wider interest than Saddles and Rucksacks
  18. 18. T H E B R O O K S B L O G A N E W B E G I N N I N G
  19. 19. O U R A U D I E N C E ( S )
  20. 20. A U D I E N C E H A D M A T U R E D
  21. 21. J U L I E T E L L I O T T S H A R E D J O U R N E Y
  22. 22. O U R C O R E A U D I E N C E W A N T E D S O M E T H I N G M O R E I N F O R M A T I V E
  23. 23. J A C K T H U R S T O N I N T E L L E C T U A L I N S I G H T S
  24. 24. B I K E S N O B N Y C C O M I C R E L I E F
  25. 25. 0 100,000 200,000 300,000 400,000 500,000 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Brooks Blog Visitors
  26. 26. C O L L A B O R A T I N G O N S O C I A L
  27. 27. T H A T ’ S N O T A L L …
  28. 28. R E S U L T S
  29. 29. G R O W T H O F A C O M M U N I T Y • Today Brooks has an online community has increased by over 200% increase in 2 years • Mailing list has doubled in size • The Brooks Blog has returned to growth • 30% increase in direct sales
  30. 30. 0 18,000 36,000 54,000 72,000 90,000 2010 2011 2012 2013 2014 2015 Brooks Facebook Community
  31. 31. S U M M A R Y
  32. 32. – D H A R M E S H S H A H , H U B S P O T “Focus on attracting people instead of annoying them.”
  33. 33. • Think like a publisher • Build a content calendar and publish frequently • Get on recommendation lists • Treat the audience as equals • Measure and improve
  34. 34. – G U Y K A W A S A K I “Provide good content and you will earn the right to promote your product.”

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