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The Strategy of Content Marketing

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• Presented by Matt Wood • Head of Search, SEO Positive Ltd Internet World 2013 The Strategy of Content Marketing Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 @seopositiveltd
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 What Is Content Marketing?
Creating and distributing relevant & valuable content to attract, acquire and engage a clearly defined and understood target audience, with the objective of driving profitable customer action. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Set Your Objectives What are the company goals? Define your target audience What will you deliver to your audience? Outcome for the audience Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Planning Internet World 2013 What does your company want to accomplish? What are the differentiating factors of your products and/or services? What are your Unique Selling Points? What is your company best at providing?
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Planning Internet World 2013 What are your existing marketing strategies & how will these be affected? How much effort should you be making and why? Who will be involved and what are their roles? What milestones do we want to achieve? How will we measure the success?
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Audience Internal Roles Customer Personas Industry Influencers Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Tell Your Brand Story Internet World 2013 How did your company begin? What brought you to where you are today? What is driving you to achieve success in the future?
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Content Channels Social Media Profiles Blogger Outreach Press Release Distribution Media Publications/News Forums & Discussion Threads Email Marketing Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Content Channels Internet World 2013 Alter the content according to its context Explore most effective channels Define your objectives How can each channel support one another? How will it be measured
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Establish roles & responsibilities Create a schedule Define style and writing guidelines Forward planning Optimise your content Set Up a Process Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Trends Impacting news How to How to work with Case studies Engaging Conversations Internet World 2013
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Consistency Relevance Style Efficiency Measuring Internet World 2013 Influence Goals Challenge Feedback
Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltd Any Questions? Internet World 2013

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The Strategy of Content Marketing

  • 1. • Presented by Matt Wood • Head of Search, SEO Positive Ltd Internet World 2013 The Strategy of Content Marketing Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 @seopositiveltd
  • 2. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013 What Is Content Marketing?
  • 3. Creating and distributing relevant & valuable content to attract, acquire and engage a clearly defined and understood target audience, with the objective of driving profitable customer action. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Internet World 2013
  • 4. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Set Your Objectives What are the company goals? Define your target audience What will you deliver to your audience? Outcome for the audience Internet World 2013
  • 5. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Planning Internet World 2013 What does your company want to accomplish? What are the differentiating factors of your products and/or services? What are your Unique Selling Points? What is your company best at providing?
  • 6. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Planning Internet World 2013 What are your existing marketing strategies & how will these be affected? How much effort should you be making and why? Who will be involved and what are their roles? What milestones do we want to achieve? How will we measure the success?
  • 7. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Audience Internal Roles Customer Personas Industry Influencers Internet World 2013
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  • 10. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Content Channels Internet World 2013 Alter the content according to its context Explore most effective channels Define your objectives How can each channel support one another? How will it be measured
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  • 13. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Consistency Relevance Style Efficiency Measuring Internet World 2013 Influence Goals Challenge Feedback
  • 14. Presented by Matt Wood Chief Operating Officer, SEO Positive Ltd Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltd Any Questions? Internet World 2013