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Success Beyond Links: How To Make Your Content More Valuable

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The line between advertising and marketing has become increasingly blurred, and branded content is everyone's business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct role in adding value to a business beyond SEO gain. Putting linkbait aside, she will be offering insights into what it takes to make content that serves both a brand and those it wishes to convert.

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Success Beyond Links: How To Make Your Content More Valuable

  1. 1. Success Beyond Links How To Make Your Content More Valuable Vicke Cheung | @VickeKaravan
  2. 2. myassettag.com/state-cycling-statistics @VickeKaravan Content made in 2012
  3. 3. @VickeKaravan Content made in 2016
  4. 4. Our content may have
 evolved in form @VickeKaravan
  5. 5. But the objective has remained unchanged @VickeKaravan
  6. 6. Objective = Links @VickeKaravan
  7. 7. We bias our ideas to those that are newsworthy @VickeKaravan
  8. 8. Because this gets us links @VickeKaravan
  9. 9. So why fix something that ain’t broke? @VickeKaravan
  10. 10. Is it future-proof? @VickeKaravan
  11. 11. Does Google Still Need Links
  12. 12. “Win at brand awareness & perception” What should you do next? Does Google Still Need Links
  13. 13. Link-building only
 delivers indirect value @VickeKaravan
  14. 14. Marketing is promoting / selling products or services to people @VickeKaravan
  15. 15. You can get links even without people engaging with your content @VickeKaravan
  16. 16. It’s time to stop limiting content to being all about links @VickeKaravan
  17. 17. Start doing things that can deliver value by reaching people, not just search engines @VickeKaravan
  18. 18. What to expect in this presentation @VickeKaravan
  19. 19. What could this content be? Where does the value lie? Why will people care? When should you release content? @VickeKaravan 1. 2. 3. 4.
  20. 20. What could this content be? What’s the value for you? Why will people care? When should you release content? @VickeKaravan 1. 2. 3. 4.
  21. 21. What could this content be? What’s the value for you? What’s in it for your audience? When should you release content? @VickeKaravan 1. 2. 4. 3.
  22. 22. What could this content be? 1. @VickeKaravan
  23. 23. @VickeKaravan
  24. 24. @VickeKaravan
  25. 25. This is branded content @VickeKaravan
  26. 26. “Branded content will be at the heart of every marketing strategy.” @VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
  27. 27. @VickeKaravandis.tl/forbesstudy
  28. 28. dis.tl/forbesstudy @VickeKaravan
  29. 29. What exactly is branded content? @VickeKaravan
  30. 30. “Branded content” @VickeKaravan can mean different things to different people
  31. 31. @VickeKaravanyoutu.be/4fVLpyA50DY Is this an ad?
  32. 32. @VickeKaravanyoutu.be/4fVLpyA50DY Or is it branded content?
  33. 33. It’s both! @VickeKaravan
  34. 34. @VickeKaravanbit.ly/2lfN6A5
  35. 35. Despite advertising and marketing increasingly converging… @VickeKaravan
  36. 36. Broadly speaking @VickeKaravan To advertisers, branded content = paid media
  37. 37. Broadly speaking @VickeKaravan To advertisers, branded content = paid media To marketers, branded content = earned media
  38. 38. @VickeKaravan Does this logo qualify it as branded content?
  39. 39. Technically yes, but… @VickeKaravan
  40. 40. This is only a small subset of branded content @VickeKaravan
  41. 41. @VickeKaravan ✤ Link-driven ✤ Doesn’t matter if people are reading/engaging ✤ Doesn’t matter if people remember the brand ✤ Minimally branded
  42. 42. This is content for link-building @VickeKaravan
  43. 43. @VickeKaravan Marketing strategies, like Red Bull’s, are different
  44. 44. @VickeKaravan ✤ Link-driven ✤ Doesn’t matter if people are reading/engaging ✤ Doesn’t matter if people remember the brand ✤ Minimally branded ✤ Designed to reach people ✤ Aim to build a community of 
 like-minded followers ✤ Not-product focussed ✤ Consistently and boldly branded
  45. 45. @VickeKaravan This is content for brand-building
  46. 46. “Red Bull’s brand awareness accomplishment is through the roof.” @VickeKaravanbit.ly/2lLTJHm
  47. 47. Great! How can we be the next Red Bull? @VickeKaravan
  48. 48. Reality check @VickeKaravan
  49. 49. Not every company can invest in their own media house! @VickeKaravan
  50. 50. @VickeKaravan $64 million spend $2 million spend
  51. 51. They can justify this, because Red Bull Media House is no longer just a marketing cost centre… @VickeKaravan
  52. 52. It’s a profit generator @VickeKaravan
  53. 53. @VickeKaravan
  54. 54. @VickeKaravandis.tl/altimeter-content-report
  55. 55. @VickeKaravanSource: Altimeter Group
  56. 56. @VickeKaravan ✤ Brands that act as media companies ✤ Profit centres ✤ Content that directly makes money ✤ E.g. and… 5. Run @VickeKaravan
  57. 57. @VickeKaravandis.tl/altimeter-content-report
  58. 58. @VickeKaravan ✤ No investment in 
 content marketing ✤ Relies mainly on 
 “push” communications 
 (e.g. email marketing) 1. Stand
  59. 59. @VickeKaravan ✤ Early stages of
 content creation ✤ Focus is on
 one or two discrete channels (e.g. Facebook page) @VickeKaravan 2. Stretch
  60. 60. @VickeKaravan ✤ Unified strategy across multiple channels ✤ Results become more measurable ✤ Start to connect content with revenue @VickeKaravan 3. Walk
  61. 61. @VickeKaravan ✤ Scaling up your 
 content strategy ✤ Requires solid
 executive buy-in @VickeKaravan 4. Jog
  62. 62. @VickeKaravan Most of us will probably be here @VickeKaravan 2. Stretch / 3. Walk
  63. 63. @VickeKaravan Results are relative. Whichever stage you’re at, you can still achieve a lot within your means
  64. 64. Case studies @VickeKaravan
  65. 65. 2. Stretch @VickeKaravanindium.com
  66. 66. “Content to contact to cash” Rick Short Director of Marketing Communications @VickeKaravan
  67. 67. “Content to contact to cash” Rick Short Director of Marketing Communications lead generation @VickeKaravan
  68. 68. 2. Stretch Customer contacts increased by 600% in one quarter @VickeKaravan
  69. 69. Keyword research What drives people to the site? @VickeKaravan
  70. 70. Keyword research 73 keywords were identified @VickeKaravan
  71. 71. indium.com/blog/solderability.php @VickeKaravan
  72. 72. 73 blogs created for each keyword @VickeKaravan
  73. 73. These blogs encouraged conversation amongst relevant engineers @VickeKaravan
  74. 74. This also helped: Early-mover advantage @VickeKaravan
  75. 75. There are still a lot of untapped industries in the content space @VickeKaravan
  76. 76. It pays to embrace your niche @VickeKaravan
  77. 77. 3. Walk @VickeKaravan
  78. 78. @VickeKaravan
  79. 79. @VickeKaravan Free content behind a lead-gen form
  80. 80. @VickeKaravan Connect the dots between who downloaded them and who later converted
  81. 81. The e-books contributed
 to $2.5 million in
 annual recurring revenue @VickeKaravan
  82. 82. However it’s not always easy or possible to measure revenue from content @VickeKaravan
  83. 83. Don’t worry! There are other ways to prove the value of content @VickeKaravan
  84. 84. What’s the value for you? 2. @VickeKaravan
  85. 85. Micro-conversions @VickeKaravan
  86. 86. @VickeKaravan Micro-conversions Things that happen in the lead up to a full conversion
  87. 87. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following
  88. 88. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following Easier to track
  89. 89. @VickeKaravan Grow
 your social following Build a retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand 5 examples of micro-conversions
  90. 90. @VickeKaravan Grow your social following
  91. 91. @VickeKaravan@VickeKaravan Brand: Adidas’ new division
  92. 92. @VickeKaravan@VickeKaravan Audience: Youth market
  93. 93. @VickeKaravan@VickeKaravan Goal: Build Instagram following
  94. 94. @VickeKaravan@VickeKaravan Solution: Influencer-driven social campaign
  95. 95. @VickeKaravan@VickeKaravan Results: 12,000 entries; 41,000 new followers instagram.com/explore/tags/myneoshoot/
  96. 96. @VickeKaravan Build a retargeting pool
  97. 97. @VickeKaravan@VickeKaravan Brand: Hans Oliving
  98. 98. @VickeKaravan@VickeKaravan Campaign: Dedicated microsite olivingthelife.com.au
  99. 99. @VickeKaravan@VickeKaravan Results: 924,000 engaged users for future retargeting olivingthelife.com.au
  100. 100. @VickeKaravan@VickeKaravan “We have been extremely pleased with the results from this campaign, it has been a first for us and it’s great to be recognised at a global level.” Gerard Smith GM Sales, Hans Smallgoods mumbrella.com.au/king-content-wins-social-media-award-new-york-olivingthelife-378163
  101. 101. Increase time spent with brand @VickeKaravan
  102. 102. @VickeKaravan@VickeKaravan Brand: io oil and gas iooilandgas.com
  103. 103. @VickeKaravan@VickeKaravan Solution: Content hub iooilandgas.com/powerful-thinking/
  104. 104. @VickeKaravan@VickeKaravan Results: Avg. dwell time of 3 minutes* *industry avg. is 15 seconds
  105. 105. @VickeKaravan Drive targeted traffic and awareness
  106. 106. @VickeKaravan@VickeKaravan Brand: Shutterstock shutterstock.com
  107. 107. @VickeKaravan@VickeKaravan Goal: Raise awareness of Shutterstock footage shutterstock.com/video/
  108. 108. @VickeKaravan@VickeKaravan Solution: Video campaign shutterstock.com/blog/90s-commercials-for-modern-brands Results: 4000 clicks to Footage page
  109. 109. @VickeKaravan@VickeKaravan “There is definitely a business case that we have made for these videos and why we’re pushing them so hard…the campaign is an opportunity to showcase what’s possible with Shutterstock.” Kashem Miah Global director of social media & content marketing Shutterstock contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
  110. 110. @VickeKaravan Attract consumers to test drive your product
  111. 111. @VickeKaravan@VickeKaravan Brand: Pierre Robert hosiery pierre-robert.com/
  112. 112. @VickeKaravan@VickeKaravan Goal: Get women to try their tights pierre-robert.com/
  113. 113. @VickeKaravan@VickeKaravan Solution: #Bikemytights campaign
  114. 114. @VickeKaravan@VickeKaravan Solution: #Bikemytights campaign
  115. 115. @VickeKaravan@VickeKaravan Results: 1560 tights sampled
  116. 116. @VickeKaravan@VickeKaravan Results: 75% increase in future purchase intent
  117. 117. @VickeKaravan 5 examples of micro-conversions Grow
 your social following Build a retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  118. 118. @VickeKaravan There is some overlap here Grow
 your social following Build a retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  119. 119. @VickeKaravan E.g. Grow
 your social following Build a retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  120. 120. @VickeKaravan These aren’t mutually exclusive but… Grow
 your social following Build a retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  121. 121. Your content shouldn’t be a jack-of-all-trades @VickeKaravan
  122. 122. Focus is the key or risk diluting the value @VickeKaravan
  123. 123. @VickeKaravan Grow
 your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand All concrete goals that can be easily measured @VickeKaravan
  124. 124. @VickeKaravan Brand awareness Brand sentiment Brand trust Much harder to measure accurately @VickeKaravan
  125. 125. @VickeKaravan Focus on these… @VickeKaravan Grow
 your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  126. 126. @VickeKaravan Focus on these… And these will naturally follow… Brand awareness Brand sentiment Brand trust @VickeKaravan Grow
 your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  127. 127. Content marketing isn’t a one-way relationship @VickeKaravan
  128. 128. You have to offer something valuable to your audience too @VickeKaravan
  129. 129. What’s in it for your audience? 3. @VickeKaravan
  130. 130. dis.tl/vicke-SL2015 @VickeKaravan
  131. 131. Does your content have the wow factor? @VickeKaravan
  132. 132. Or does it offer the aha lightbulb moment? @VickeKaravan
  133. 133. Wow @VickeKaravan Aha
  134. 134. Wow @VickeKaravan Aha
  135. 135. Wow @VickeKaravan Aha
  136. 136. @VickeKaravan@VickeKaravanmonster.com
  137. 137. Increased: Page views by 18 million Job searches by 28% @VickeKaravan@VickeKaravanmonster.com
  138. 138. @VickeKaravan@VickeKaravan HOW? NOW. WOW! Monster followed this framework
  139. 139. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  140. 140. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  141. 141. @VickeKaravan@VickeKaravan NOW. WOW! How can you help your customers?
  142. 142. @VickeKaravan@VickeKaravan How can you help your customers? Content that’s educating (i.e. “Aha”)
  143. 143. @VickeKaravan@VickeKaravan Give audience what they’re searching for
  144. 144. www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan@VickeKaravan
  145. 145. @VickeKaravan@VickeKaravan What might your audience want but wouldn’t think to search for but would click on?
  146. 146. www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan@VickeKaravan
  147. 147. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  148. 148. @VickeKaravan@VickeKaravan HOW? Content that’s topical and “now” WOW!
  149. 149. @VickeKaravan@VickeKaravan Content that’s topical and “now” Happens less frequently, than “how”. As and when there is something topical that’s also brand-relevant
  150. 150. @VickeKaravan@VickeKaravan Prepare for the predictable
  151. 151. monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan@VickeKaravan
  152. 152. @VickeKaravan@VickeKaravan Prepare to be agile
  153. 153. @VickeKaravan
  154. 154. monster.com/career-advice/article/pokemon-go-tech-jobs HOW? NOW. WOW! @VickeKaravan
  155. 155. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  156. 156. @VickeKaravan@VickeKaravan Content that wows HOW? NOW.
  157. 157. @VickeKaravan@VickeKaravan Content that wows Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain.
  158. 158. @VickeKaravan@VickeKaravan Make people care about your content with… HOW? NOW. WOW!
  159. 159. To recap @VickeKaravan
  160. 160. @VickeKaravan Don’t try to run before you can walk
  161. 161. @VickeKaravan Figure out where you fit
  162. 162. @VickeKaravan Focus on these… And these will naturally follow… Brand awareness Brand sentiment Brand trust @VickeKaravan Grow
 your social following Build your retargeting pool Attract consumers to test drive your product Drive targeted traffic and awareness Increase 
 time spent with brand
  163. 163. @VickeKaravan@VickeKaravan HOW? NOW. WOW! You need to deliver value to your audience as well as to yourself
  164. 164. Don’t forget, it’s not always about link-building! @VickeKaravan
  165. 165. @VickeKaravan@VickeKaravan Get credit for the broader effects
  166. 166. @VickeKaravan@VickeKaravan Use the frameworks in order to achieve this
  167. 167. And make content that truly goes beyond link-building
  168. 168. Vicke Cheung @VickeKaravan
  169. 169. Sources and credits http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/ Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley, C.C. Chapman Content: The New Marketing Equation, by Altimeter http://mediakix.com/2016/06/instagram-marketing-case-study-adidas-neo/#gs.null https://www.kingcontent.co.uk/case-studies/hans-smallgoods-oliving-life/ http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!uk-io-powerful-thinking http://contently.com/strategist/2017/01/11/shutterstock-90s-case-story/ http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page44.1 http://review.content-science.com/2016/10/the-how-now-wow-framework-thats-helped-monster-supercharge-its-content-kpis/ Images: Unsplash / Pixabay Font: Chivo (Google Font)

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