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Success Beyond Links
How To Make Your Content More Valuable
Vicke Cheung | @VickeKaravan
SearchLove Boston 2017
myassettag.com/state-cycling-statistics @VickeKaravan
gocompare.com/home-insurance/changing-face-of-bbc/ @VickeKaravan
Our content may have

evolved in form
@VickeKaravan
@VickeKaravan
But the objective has
remained unchanged
@VickeKaravan
Objective = Links
We bias our ideas
to those that
are newsworthy
@VickeKaravan
Because this
gets us links
@VickeKaravan
So why fix something
that ain’t broke?
@VickeKaravan
“Does Google Still Need Links?”
SearchLove San Diego 2017
Does Google Still Need Links
slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
Does Google Still Need Links
slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
Link-building might not
be future-proof
@VickeKaravan
“Win at brand awareness
& perception”
What should you do next?
Does Google Still Need Links
slideshare.net/THCapper/does-g...
Link-building only

delivers indirect value
@VickeKaravan
Marketing is promoting / selling
products or services to people
@VickeKaravan
You can get links even without people
engaging with your content
@VickeKaravan
It’s time to stop limiting content
to being all about links
@VickeKaravan
Start creating content that can deliver value
by reaching people, not just search engines
@VickeKaravan
What to expect
in this presentation
@VickeKaravan
What could this content be?
Where does the value lie?
Why will people care?
When should you release content?
@VickeKaravan...
What could this content be?
What’s the value for you?
Why will people care?
When should you release content?
@VickeKaravan...
What could this content be?
What’s the value for you?
What’s in it for your audience?
When should you release content?
@Vi...
What could this content be?
1.
@VickeKaravan
@VickeKaravan
@VickeKaravan
@VickeKaravan
This is branded content
“Branded content will be at
the heart of every
marketing strategy.”
@VickeKaravanbobcm.net/2015/07/30/the-future-of-brande...
@VickeKaravandis.tl/forbesstudy
dis.tl/forbesstudy @VickeKaravan
What exactly is
branded content?
@VickeKaravan
“Branded content”
@VickeKaravan
can mean different things
to different people
@VickeKaravanyoutu.be/4fVLpyA50DY
Is this an ad?
Or is it branded content?
It’s both!
@VickeKaravan
@VickeKaravanbit.ly/2lfN6A5
Despite advertising and marketing
increasingly converging…
@VickeKaravan
Broadly speaking
@VickeKaravan
To advertisers,
branded content
= paid media
Broadly speaking
@VickeKaravan
To advertisers,
branded content
= paid media
To marketers,
branded content
= earned media
Does this logo qualify it as
branded content?
Technically yes,
but…
@VickeKaravan
This is only a small
subset of branded content
@VickeKaravan
@VickeKaravan
✤ Link-driven
✤ Doesn’t matter if people are reading/engaging
✤ Doesn’t matter if people remember the brand
...
This is content for link-building
@VickeKaravan
@VickeKaravan
Marketing strategies,
like Red Bull’s, are different
@VickeKaravan
✤ Designed to reach people
✤ Aim to build a community of like-minded followers
✤ Not-product focussed
✤ Cons...
@VickeKaravan
This is
content for brand-building
“Red Bull’s
brand awareness
accomplishment is
through the roof.”
@VickeKaravanbit.ly/2lLTJHm
Great!
How can we be the
next Red Bull?
@VickeKaravan
Reality check
@VickeKaravan
Not every company
can invest in their own
media house!
@VickeKaravan
@VickeKaravan
$64 million spend
$2 million spend
They can justify this,
because Red Bull Media
House is no longer just a
marketing cost centre…
@VickeKaravan
It’s a profit generator
@VickeKaravan
@VickeKaravan
@VickeKaravandis.tl/altimeter-content-report
@VickeKaravanSource: Altimeter Group
@VickeKaravan
✤ Brands that act as media
companies
✤ Profit centres
✤ Content that directly
makes money
✤ E.g.
5. Run
@Vic...
@VickeKaravan
Don’t try to run
before you can walk!
@VickeKaravan
@VickeKaravandis.tl/altimeter-content-report
@VickeKaravan
✤ No investment in 

content marketing
✤ Relies mainly on 

“push” communications 

(e.g. email marketing)
1...
@VickeKaravan
✤ Early stages of

content creation
✤ Focus is on

one or two discrete
channels (e.g.
Facebook page)
@VickeK...
@VickeKaravan
✤ Unified strategy
across multiple
channels
✤ Results become
more measurable
✤ Start to connect
content with...
@VickeKaravan
✤ Scaling up your 

content strategy
✤ Requires solid

executive buy-in
@VickeKaravan
4. Jog
Most of us will
probably be here
@VickeKaravan
2. Stretch / 3. Walk
@VickeKaravan
Results are relative.
Whichever stage you’re at,
you can still achieve a lot
within your means
Case
studies
@VickeKaravan
2. Stretch
indium.com @VickeKaravan
“Content to contact to cash”
Rick Short
Director of Marketing Communications
@VickeKaravan
“Content to contact to cash”
Rick Short
Director of Marketing Communications
lead
generation
@VickeKaravan
2. Stretch
Customer contacts
increased by 600%
in one quarter
@VickeKaravan
Keyword research
What drives people to the site?
@VickeKaravan
@VickeKaravan
Keyword research
73 keywords were identified
indium.com/blog/solderability.php @VickeKaravan
73 blogs created
for each keyword
These blogs
encouraged conversation
amongst relevant engineers
This also helped:
Early-mover advantage
@VickeKaravan
There are still a lot of
untapped industries in the
content space
@VickeKaravan
It pays to embrace your niche
@VickeKaravan
3. Walk
@VickeKaravan
@VickeKaravan
@VickeKaravan
Free content
behind a lead-gen form
@VickeKaravan
Connect the dots between
who downloaded them and
who later converted
The e-books contributed

to $2.5 million in

annual recurring revenue
@VickeKaravan
However
it’s not always easy or possible
to measure revenue from
content
@VickeKaravan
Don’t worry!
There are other ways to
prove the value of content
@VickeKaravan
What’s the value for you?
2.
@VickeKaravan
Micro-conversions
@VickeKaravan
@VickeKaravan
Micro-conversions
Things that happen in the
lead up to a full conversion
Micro-conversions
@VickeKaravan
Things that happen in the
lead up to a full conversion
E.g. growing
social following
Micro-conversions
@VickeKaravan
Things that happen in the
lead up to a full conversion
E.g. growing
social following
Easie...
@VickeKaravan
Grow

your social
following
Build a
retargeting
pool
Attract
consumers to
test drive your
product
Drive targ...
@VickeKaravan
Grow your social following
@VickeKaravan@VickeKaravan
Brand:
Adidas’ new division
@VickeKaravan@VickeKaravan
Audience:
Youth market
@VickeKaravan@VickeKaravan
Goal:
Build Instagram following
@VickeKaravan@VickeKaravan
Solution:
Influencer-driven social campaign
@VickeKaravan
Results:
12,000 entries; 41,000 new followers
instagram.com/explore/tags/myneoshoot/
@VickeKaravan
Build a retargeting pool
@VickeKaravan@VickeKaravan
Brand:
Hans Oliving
@VickeKaravan@VickeKaravan
Campaign:
Dedicated microsite
olivingthelife.com.au
@VickeKaravan@VickeKaravan
Results:
924,000 engaged users
for future retargeting
olivingthelife.com.au
@VickeKaravan@VickeKaravan
“We have been extremely pleased with the
results from this campaign, it has been a
first for us...
Increase time spent with brand
@VickeKaravan
@VickeKaravan@VickeKaravan
Brand:
io oil and gas
iooilandgas.com
@VickeKaravan@VickeKaravan
Solution:
Content hub
iooilandgas.com/powerful-thinking/
@VickeKaravan@VickeKaravan
Results:
Avg. dwell time of 3 minutes*
*industry avg. is 15 seconds
@VickeKaravan
Drive targeted traffic and awareness
@VickeKaravan@VickeKaravan
Brand:
Shutterstock
shutterstock.com
@VickeKaravan@VickeKaravan
Goal:
Raise awareness of Shutterstock footage
shutterstock.com/video/
@VickeKaravan@VickeKaravan
Solution:
Video campaign
shutterstock.com/blog/90s-commercials-for-modern-brands
@VickeKaravan@VickeKaravanshutterstock.com/blog/90s-commercials-for-modern-brands
Results:
4000 clicks to Footage page
@VickeKaravan@VickeKaravan
“There is definitely a business case that we
have made for these videos and why we’re
pushing t...
@VickeKaravan
Attract consumers to
test drive your product
@VickeKaravan @VickeKaravan
Brand:
Pierre Robert hosiery
pierre-robert.com/
@VickeKaravan@VickeKaravan
Goal:
Get women to try their tights
pierre-robert.com/
@VickeKaravan@VickeKaravan
Solution:
#Bikemytights campaign
@VickeKaravan @VickeKaravan
Solution:
#Bikemytights campaign
@VickeKaravan@VickeKaravan
Results:
1560 tights sampled
@VickeKaravan@VickeKaravan
Results:
75% increase in future purchase intent
@VickeKaravan
5 examples
of micro-conversions
Grow

your social
following
Build a
retargeting
pool
Attract
consumers to
te...
@VickeKaravan
There is some
overlap here
Grow

your social
following
Build a
retargeting
pool
Attract
consumers to
test dr...
@VickeKaravan
E.g.
Grow

your social
following
Build a
retargeting
pool
Attract
consumers to
test drive your
product
Drive...
@VickeKaravan
These aren’t
mutually exclusive but…
Grow

your social
following
Build a
retargeting
pool
Attract
consumers ...
Your content shouldn’t be a
jack-of-all-trades
@VickeKaravan
Focus is the key
or risk diluting the value
@VickeKaravan
@VickeKaravan
Grow

your social
following
Build your
retargeting
pool
Attract
consumers to
test drive your
product
Drive t...
@VickeKaravan
Brand
awareness
Brand
sentiment
Brand
trust
Much harder to
measure accurately
@VickeKaravan
@VickeKaravan
Focus on these…
@VickeKaravan
Grow

your social
following
Build your
retargeting
pool
Attract
consumers to
t...
@VickeKaravan
Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
@VickeKaravan
G...
Content marketing isn’t
a one-way relationship
@VickeKaravan
You have to offer something
valuable to your audience
@VickeKaravan
The Story Behind the MailChimp Billboards
https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
“We just w...
The Story Behind the MailChimp Billboards
https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
The Story Behind the MailChimp Billboards
https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
“When retu...
What’s in it for your audience?
3.
@VickeKaravan
dis.tl/vicke-SL2015 @VickeKaravan
Does your content have the
wow factor?
@VickeKaravan
Or does it offer the aha
lightbulb moment?
@VickeKaravan
Wow
@VickeKaravan
Aha
@VickeKaravan
Wow Aha
Wow
@VickeKaravan
Aha
@VickeKaravan@VickeKaravanmonster.com
monster.com
Increased:
Page views by 18 million
Job searches by 28%
@VickeKaravan
@VickeKaravan@VickeKaravan
HOW? NOW. WOW!
Monster followed
this framework
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan
NOW.
WOW!
How can you help
your customers?
@VickeKaravan@VickeKaravan
How can you help
your customers?
Content that’s educating
(i.e. “Aha”)
@VickeKaravan
Give your audience what
they’re searching for
www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan @VickeKaravan
@VickeKaravan@VickeKaravan
What might your audience
want but wouldn’t think to
search for but would click on?
www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan @VickeKaravan
@VickeKaravan @VickeKaravan
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan
HOW?
Content that’s
topical and “now”
WOW!
Content that’s
topical and “now”
Happens less frequently,
than “how”. As and when
there is something topical
that’s also b...
Prepare for the
predictable
@VickeKaravan@VickeKaravan
monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan @VickeKaravan@VickeKaravan
Prepare to be agile
@VickeKaravan@VickeKaravan
@VickeKaravan
monster.com/career-advice/article/pokemon-go-tech-jobs @VickeKaravan@VickeKaravan
@VickeKaravan
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan
Content
that
wows
HOW?
NOW.
@VickeKaravan@VickeKaravan
Content
that
wows
Around 10% of your content
offering.
Made up of bigger,
hero pieces that aim to
entertain.
@VickeKaravan...
Make people care about
your content with…
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan
To recap
@VickeKaravan
Don’t try to run before you can walk
@VickeKaravan@VickeKaravan
Figure out where you fit
@VickeKaravan@VickeKaravan
Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
Grow

your social
following
B...
@VickeKaravan
HOW?
NOW.
WOW!
You need to deliver value to your
audience as well as to yourself
@VickeKaravan@VickeKaravan
Don’t forget,
it’s not always about
link-building!
@VickeKaravan
@VickeKaravan@VickeKaravan
Get credit for the
broader effects
@VickeKaravan@VickeKaravan
Use the frameworks in
order to achieve this
And make content that truly
goes beyond link-building
@VickeKaravan
Vicke Cheung
@VickeKaravan
Sources and credits
http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/
C...
Success Beyond Links: How To Make Your Content More Valuable
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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.

Published in: Marketing
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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 SearchLove Boston 2017
  2. 2. myassettag.com/state-cycling-statistics @VickeKaravan
  3. 3. gocompare.com/home-insurance/changing-face-of-bbc/ @VickeKaravan
  4. 4. Our content may have
 evolved in form @VickeKaravan
  5. 5. @VickeKaravan But the objective has remained unchanged
  6. 6. @VickeKaravan Objective = Links
  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. “Does Google Still Need Links?” SearchLove San Diego 2017
  11. 11. Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
  12. 12. Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
  13. 13. Link-building might not be future-proof @VickeKaravan
  14. 14. “Win at brand awareness & perception” What should you do next? Does Google Still Need Links slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
  15. 15. Link-building only
 delivers indirect value @VickeKaravan
  16. 16. Marketing is promoting / selling products or services to people @VickeKaravan
  17. 17. You can get links even without people engaging with your content @VickeKaravan
  18. 18. It’s time to stop limiting content to being all about links @VickeKaravan
  19. 19. Start creating content that can deliver value by reaching people, not just search engines @VickeKaravan
  20. 20. What to expect in this presentation @VickeKaravan
  21. 21. What could this content be? Where does the value lie? Why will people care? When should you release content? @VickeKaravan 1. 2. 3. 4.
  22. 22. 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.
  23. 23. 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.
  24. 24. What could this content be? 1. @VickeKaravan
  25. 25. @VickeKaravan
  26. 26. @VickeKaravan
  27. 27. @VickeKaravan This is branded content
  28. 28. “Branded content will be at the heart of every marketing strategy.” @VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
  29. 29. @VickeKaravandis.tl/forbesstudy
  30. 30. dis.tl/forbesstudy @VickeKaravan
  31. 31. What exactly is branded content? @VickeKaravan
  32. 32. “Branded content” @VickeKaravan can mean different things to different people
  33. 33. @VickeKaravanyoutu.be/4fVLpyA50DY Is this an ad? Or is it branded content?
  34. 34. It’s both! @VickeKaravan
  35. 35. @VickeKaravanbit.ly/2lfN6A5
  36. 36. Despite advertising and marketing increasingly converging… @VickeKaravan
  37. 37. Broadly speaking @VickeKaravan To advertisers, branded content = paid media
  38. 38. Broadly speaking @VickeKaravan To advertisers, branded content = paid media To marketers, branded content = earned media
  39. 39. Does this logo qualify it as branded content?
  40. 40. Technically yes, but… @VickeKaravan
  41. 41. This is only a small subset of branded content @VickeKaravan
  42. 42. @VickeKaravan ✤ Link-driven ✤ Doesn’t matter if people are reading/engaging ✤ Doesn’t matter if people remember the brand ✤ Minimally branded
  43. 43. This is content for link-building @VickeKaravan
  44. 44. @VickeKaravan Marketing strategies, like Red Bull’s, are different
  45. 45. @VickeKaravan ✤ Designed to reach people ✤ Aim to build a community of like-minded followers ✤ Not-product focussed ✤ Consistently and boldly branded
  46. 46. @VickeKaravan This is content for brand-building
  47. 47. “Red Bull’s brand awareness accomplishment is through the roof.” @VickeKaravanbit.ly/2lLTJHm
  48. 48. Great! How can we be the next Red Bull? @VickeKaravan
  49. 49. Reality check @VickeKaravan
  50. 50. Not every company can invest in their own media house! @VickeKaravan
  51. 51. @VickeKaravan $64 million spend $2 million spend
  52. 52. They can justify this, because Red Bull Media House is no longer just a marketing cost centre… @VickeKaravan
  53. 53. It’s a profit generator @VickeKaravan
  54. 54. @VickeKaravan
  55. 55. @VickeKaravandis.tl/altimeter-content-report
  56. 56. @VickeKaravanSource: Altimeter Group
  57. 57. @VickeKaravan ✤ Brands that act as media companies ✤ Profit centres ✤ Content that directly makes money ✤ E.g. 5. Run @VickeKaravan
  58. 58. @VickeKaravan
  59. 59. Don’t try to run before you can walk! @VickeKaravan
  60. 60. @VickeKaravandis.tl/altimeter-content-report
  61. 61. @VickeKaravan ✤ No investment in 
 content marketing ✤ Relies mainly on 
 “push” communications 
 (e.g. email marketing) 1. Stand
  62. 62. @VickeKaravan ✤ Early stages of
 content creation ✤ Focus is on
 one or two discrete channels (e.g. Facebook page) @VickeKaravan 2. Stretch
  63. 63. @VickeKaravan ✤ Unified strategy across multiple channels ✤ Results become more measurable ✤ Start to connect content with revenue @VickeKaravan 3. Walk
  64. 64. @VickeKaravan ✤ Scaling up your 
 content strategy ✤ Requires solid
 executive buy-in @VickeKaravan 4. Jog
  65. 65. Most of us will probably be here @VickeKaravan 2. Stretch / 3. Walk
  66. 66. @VickeKaravan Results are relative. Whichever stage you’re at, you can still achieve a lot within your means
  67. 67. Case studies @VickeKaravan
  68. 68. 2. Stretch indium.com @VickeKaravan
  69. 69. “Content to contact to cash” Rick Short Director of Marketing Communications @VickeKaravan
  70. 70. “Content to contact to cash” Rick Short Director of Marketing Communications lead generation @VickeKaravan
  71. 71. 2. Stretch Customer contacts increased by 600% in one quarter @VickeKaravan
  72. 72. Keyword research What drives people to the site? @VickeKaravan
  73. 73. @VickeKaravan Keyword research 73 keywords were identified
  74. 74. indium.com/blog/solderability.php @VickeKaravan
  75. 75. 73 blogs created for each keyword
  76. 76. These blogs encouraged conversation amongst relevant engineers
  77. 77. This also helped: Early-mover advantage @VickeKaravan
  78. 78. There are still a lot of untapped industries in the content space @VickeKaravan
  79. 79. It pays to embrace your niche @VickeKaravan
  80. 80. 3. Walk @VickeKaravan
  81. 81. @VickeKaravan
  82. 82. @VickeKaravan Free content behind a lead-gen form
  83. 83. @VickeKaravan Connect the dots between who downloaded them and who later converted
  84. 84. The e-books contributed
 to $2.5 million in
 annual recurring revenue @VickeKaravan
  85. 85. However it’s not always easy or possible to measure revenue from content @VickeKaravan
  86. 86. Don’t worry! There are other ways to prove the value of content @VickeKaravan
  87. 87. What’s the value for you? 2. @VickeKaravan
  88. 88. Micro-conversions @VickeKaravan
  89. 89. @VickeKaravan Micro-conversions Things that happen in the lead up to a full conversion
  90. 90. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following
  91. 91. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following Easier to track
  92. 92. @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
  93. 93. @VickeKaravan Grow your social following
  94. 94. @VickeKaravan@VickeKaravan Brand: Adidas’ new division
  95. 95. @VickeKaravan@VickeKaravan Audience: Youth market
  96. 96. @VickeKaravan@VickeKaravan Goal: Build Instagram following
  97. 97. @VickeKaravan@VickeKaravan Solution: Influencer-driven social campaign
  98. 98. @VickeKaravan Results: 12,000 entries; 41,000 new followers instagram.com/explore/tags/myneoshoot/
  99. 99. @VickeKaravan Build a retargeting pool
  100. 100. @VickeKaravan@VickeKaravan Brand: Hans Oliving
  101. 101. @VickeKaravan@VickeKaravan Campaign: Dedicated microsite olivingthelife.com.au
  102. 102. @VickeKaravan@VickeKaravan Results: 924,000 engaged users for future retargeting olivingthelife.com.au
  103. 103. @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
  104. 104. Increase time spent with brand @VickeKaravan
  105. 105. @VickeKaravan@VickeKaravan Brand: io oil and gas iooilandgas.com
  106. 106. @VickeKaravan@VickeKaravan Solution: Content hub iooilandgas.com/powerful-thinking/
  107. 107. @VickeKaravan@VickeKaravan Results: Avg. dwell time of 3 minutes* *industry avg. is 15 seconds
  108. 108. @VickeKaravan Drive targeted traffic and awareness
  109. 109. @VickeKaravan@VickeKaravan Brand: Shutterstock shutterstock.com
  110. 110. @VickeKaravan@VickeKaravan Goal: Raise awareness of Shutterstock footage shutterstock.com/video/
  111. 111. @VickeKaravan@VickeKaravan Solution: Video campaign shutterstock.com/blog/90s-commercials-for-modern-brands
  112. 112. @VickeKaravan@VickeKaravanshutterstock.com/blog/90s-commercials-for-modern-brands Results: 4000 clicks to Footage page
  113. 113. @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/
  114. 114. @VickeKaravan Attract consumers to test drive your product
  115. 115. @VickeKaravan @VickeKaravan Brand: Pierre Robert hosiery pierre-robert.com/
  116. 116. @VickeKaravan@VickeKaravan Goal: Get women to try their tights pierre-robert.com/
  117. 117. @VickeKaravan@VickeKaravan Solution: #Bikemytights campaign
  118. 118. @VickeKaravan @VickeKaravan Solution: #Bikemytights campaign
  119. 119. @VickeKaravan@VickeKaravan Results: 1560 tights sampled
  120. 120. @VickeKaravan@VickeKaravan Results: 75% increase in future purchase intent
  121. 121. @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
  122. 122. @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
  123. 123. @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
  124. 124. @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
  125. 125. Your content shouldn’t be a jack-of-all-trades @VickeKaravan
  126. 126. Focus is the key or risk diluting the value @VickeKaravan
  127. 127. @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
  128. 128. @VickeKaravan Brand awareness Brand sentiment Brand trust Much harder to measure accurately @VickeKaravan
  129. 129. @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
  130. 130. @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
  131. 131. Content marketing isn’t a one-way relationship @VickeKaravan
  132. 132. You have to offer something valuable to your audience @VickeKaravan
  133. 133. The Story Behind the MailChimp Billboards https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/ “We just wanted to make MailChimp users smile.”
  134. 134. The Story Behind the MailChimp Billboards https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
  135. 135. The Story Behind the MailChimp Billboards https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/ “When return on investment is measured by delight instead of sales or conversions, there’s a lot more freedom to be creative…”
  136. 136. What’s in it for your audience? 3. @VickeKaravan
  137. 137. dis.tl/vicke-SL2015 @VickeKaravan
  138. 138. Does your content have the wow factor? @VickeKaravan
  139. 139. Or does it offer the aha lightbulb moment? @VickeKaravan
  140. 140. Wow @VickeKaravan Aha
  141. 141. @VickeKaravan Wow Aha
  142. 142. Wow @VickeKaravan Aha
  143. 143. @VickeKaravan@VickeKaravanmonster.com
  144. 144. monster.com Increased: Page views by 18 million Job searches by 28% @VickeKaravan
  145. 145. @VickeKaravan@VickeKaravan HOW? NOW. WOW! Monster followed this framework
  146. 146. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  147. 147. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  148. 148. @VickeKaravan@VickeKaravan NOW. WOW! How can you help your customers?
  149. 149. @VickeKaravan@VickeKaravan How can you help your customers? Content that’s educating (i.e. “Aha”)
  150. 150. @VickeKaravan Give your audience what they’re searching for
  151. 151. www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan @VickeKaravan
  152. 152. @VickeKaravan@VickeKaravan What might your audience want but wouldn’t think to search for but would click on?
  153. 153. www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan @VickeKaravan
  154. 154. @VickeKaravan @VickeKaravan HOW? NOW. WOW!
  155. 155. @VickeKaravan@VickeKaravan HOW? Content that’s topical and “now” WOW!
  156. 156. Content that’s topical and “now” Happens less frequently, than “how”. As and when there is something topical that’s also brand-relevant @VickeKaravan@VickeKaravan
  157. 157. Prepare for the predictable @VickeKaravan@VickeKaravan
  158. 158. monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan @VickeKaravan@VickeKaravan
  159. 159. Prepare to be agile @VickeKaravan@VickeKaravan
  160. 160. @VickeKaravan
  161. 161. monster.com/career-advice/article/pokemon-go-tech-jobs @VickeKaravan@VickeKaravan
  162. 162. @VickeKaravan HOW? NOW. WOW! @VickeKaravan@VickeKaravan
  163. 163. Content that wows HOW? NOW. @VickeKaravan@VickeKaravan
  164. 164. Content that wows Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain. @VickeKaravan@VickeKaravan
  165. 165. Make people care about your content with… HOW? NOW. WOW! @VickeKaravan@VickeKaravan
  166. 166. To recap @VickeKaravan
  167. 167. Don’t try to run before you can walk @VickeKaravan@VickeKaravan
  168. 168. Figure out where you fit @VickeKaravan@VickeKaravan
  169. 169. Focus on these… And these will naturally follow… Brand awareness Brand sentiment Brand trust 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 @VickeKaravan@VickeKaravan
  170. 170. @VickeKaravan HOW? NOW. WOW! You need to deliver value to your audience as well as to yourself @VickeKaravan@VickeKaravan
  171. 171. Don’t forget, it’s not always about link-building! @VickeKaravan
  172. 172. @VickeKaravan@VickeKaravan Get credit for the broader effects
  173. 173. @VickeKaravan@VickeKaravan Use the frameworks in order to achieve this
  174. 174. And make content that truly goes beyond link-building @VickeKaravan
  175. 175. Vicke Cheung @VickeKaravan
  176. 176. 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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