Slides from my presentation at the Festival Of Marketing 2014 (#FoM14) on how to deliver revenue through creative content & SEO. Includes lessons about staying on-brand, being personable and human, and tying back content aims to your business goals and objectives.
9. Lesson 1 – Know Your Goals
∞ What are the objectives?
∞ What ROI do I want
to generate from
this content?
∞ What actions do I want from the content?
12. Lesson 4 – Be Human
https://www.youtube.com/wa
tch?v=VDcoRFJ4Q9w
13. Lesson 5 – Track the Progress
∞ Make sure you are always tying back to your
initial objectives
∞ Use your learnings to feed into future
campaigns
Objectives Tracking &
Reporting
Optimise
16. What Are The Goals?
∞ Use content to drive incremental revenue
∞ Leverage existing content
∞ Collaborate across the business
∞ Maximise reach to target audiences and influencers
17. Aim For Cohesive Organisation
Marketing
SEO
Social
Media
Editorial
ProductEmail
PR
Direct
∞ All channels
considered
∞ Better quality
content will be
created
∞ More revenue is
driven from quality
controlled content
18. Bridging Department Content Plans
∞ Calendars exist throughout the business
∞ Map key activity
Marketing
Calendar
Sales
Promotion
Dates
CEO’s
Outlook
Calendar
HR
Resource
Calendar
Press
Calendar
Social
Activity
Roadmap
Digital
Marketing
Tech
Release
Schedule
∞ Face to Face Meetings
∞ Project Manager
∞ Centralised online using
G-Docs
19. Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
PR
Email
Social
Technical
Marketing
Shoots
VM
20. Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
HOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
LONDON STYLE ICONS
BOUTIQUE CHOICE
PLAYLIST SPECIAL
DRESSES GIF SET
BOUTIQUE CHOICE
REASONS TO WEAR
HOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
PR SUMMER ANNOUCEMENT PR EVENT LONDON SALE PROMO PRODUCT FOCUS
Email USA SALE
HOLIDAY SHOP
CONCEPT SHOP WOMEN
BRAND FOCUS MEN
FESTIVAL DRESSING
BRAND FOCUS WOMEN
TRENDS ROUND UP
MEN’S SHIRTS
Social SUMMER COMPETITION
BLOGGER EVENT PHOTOS
PINTEREST COMPETITION
Technical
Marketing FASHION BLOGGER EVENT
Shoots MEN’S SUMMER STYLE
BRAZIL – MEN’S
SHOES SPECIAL
VM CONCEPT SHOE –
SPORT LUXE
COLOUR CODES
VINTAGE
High – Link Opportunity,
Relationship Building, Brand
Visibility, Revenue Driver
Mid-Tier – Brand Visibility,
Relationship Building, Visits
Lower – Brand Visibility,
Visits
21. SEO Quality Control
∞ Create an SEO
checklist for each
department
∞ Sense-check any
content is going to
benefit SEO
∞ Will help increase
return from all
areas of the
business
TO BE ACTIONED
22. What content works best for SEO?
∞ Videos
∞ Widgets
∞ Interactive
Infographics
∞ Competitions
∞ Animated GIFs
∞ Hangouts
24. Creating Content Within Content
∞ What type of content within content works best for SEO?
Blog Link Blog LinkNews Site
Pick Up
Standard Website
Content
25. Creating Content Within Content
∞ What type of content within content works best for SEO?
Standard Website
Content
Creative SEO
Assets
Blog Link Blog Link
Blog Link News Site
Pick Up
News Site
Pick Up
Blog Link
Blog Link
26. Distribution Plan – Reach
∞ Outreach the highest value content to your strongest influencers
∞ It can take months to build a complex relationship network
Content
Outreach to
influencers
Reach
Opportunity
More
likely
pickup =
Better
ROI
Actual
Reach
27. Distribution Plan – Extending The Reach
∞ Use tools and content recommendation engines to promote your content
Spent
$80
FREE!
30. Summary – Key Takeaways
∞ Know your objectives
∞ Integrate with the wider business
∞ Content should drive a clear return
∞ Your audience = your influencers’ audience
∞ Think device and platform
∞ Be creative – BUT – be human and stay on-brand
31. THANK YOU!
Don’t forget –
Google Hangout next
Thursday 20th
November, 4pm for
any questions!
http://goo.gl/iz016e
Editor's Notes
FONT FOR ALL INTRO AND SECTION BREAK SLIDES IS TRIXIEROUGHPRO-HEAVY
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
Besides content campaigns where you create assets normal marketing content should always be QA’d for SEO
Train someone in the department on the basics
Create a checklist for the wider team to use – make it part of the process
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
PLEASE NOTE GRAPH TEXT USES “CONSOLAS” FONT
Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
Once you have the bigger campaigns and strategies in place it’s time to map out departmental plans on a weekly level
It takes time to build up good levels of exposure
The higher quality the content, the more likely the pickup
Having a centralised combined force will allow for much better quality content to be released
All channel considerations will be taken into account