1.
Success Beyond Links
How To Make Your Content More Valuable
Vicke Cheung | @VickeKaravan
SearchLove Boston 2017

2.
myassettag.com/state-cycling-statistics @VickeKaravan

3.
gocompare.com/home-insurance/changing-face-of-bbc/ @VickeKaravan

4.
Our content may have
evolved in form
@VickeKaravan

5.
@VickeKaravan
But the objective has
remained unchanged

6.
@VickeKaravan
Objective = Links

7.
We bias our ideas
to those that
are newsworthy
@VickeKaravan

8.
Because this
gets us links
@VickeKaravan

9.
So why fix something
that ain’t broke?
@VickeKaravan

10.
“Does Google Still Need Links?”
SearchLove San Diego 2017

11.
Does Google Still Need Links
slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017

12.
Does Google Still Need Links
slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017

13.
Link-building might not
be future-proof
@VickeKaravan

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.
Link-building only
delivers indirect value
@VickeKaravan

16.
Marketing is promoting / selling
products or services to people
@VickeKaravan

17.
You can get links even without people
engaging with your content
@VickeKaravan

18.
It’s time to stop limiting content
to being all about links
@VickeKaravan

19.
Start creating content that can deliver value
by reaching people, not just search engines
@VickeKaravan

20.
What to expect
in this presentation
@VickeKaravan

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.
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.
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.
What could this content be?
1.
@VickeKaravan

25.
@VickeKaravan

26.
@VickeKaravan

27.
@VickeKaravan
This is branded content

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.
@VickeKaravandis.tl/forbesstudy

30.
dis.tl/forbesstudy @VickeKaravan

31.
What exactly is
branded content?
@VickeKaravan

32.
“Branded content”
@VickeKaravan
can mean different things
to different people

33.
@VickeKaravanyoutu.be/4fVLpyA50DY
Is this an ad?
Or is it branded content?

34.
It’s both!
@VickeKaravan

35.
@VickeKaravanbit.ly/2lfN6A5

36.
Despite advertising and marketing
increasingly converging…
@VickeKaravan

37.
Broadly speaking
@VickeKaravan
To advertisers,
branded content
= paid media

38.
Broadly speaking
@VickeKaravan
To advertisers,
branded content
= paid media
To marketers,
branded content
= earned media

39.
Does this logo qualify it as
branded content?

40.
Technically yes,
but…
@VickeKaravan

41.
This is only a small
subset of branded content
@VickeKaravan

42.
@VickeKaravan
✤ Link-driven
✤ Doesn’t matter if people are reading/engaging
✤ Doesn’t matter if people remember the brand
✤ Minimally branded

43.
This is content for link-building
@VickeKaravan

44.
@VickeKaravan
Marketing strategies,
like Red Bull’s, are different

45.
@VickeKaravan
✤ Designed to reach people
✤ Aim to build a community of like-minded followers
✤ Not-product focussed
✤ Consistently and boldly branded

46.
@VickeKaravan
This is
content for brand-building

47.
“Red Bull’s
brand awareness
accomplishment is
through the roof.”
@VickeKaravanbit.ly/2lLTJHm

48.
Great!
How can we be the
next Red Bull?
@VickeKaravan

49.
Reality check
@VickeKaravan

50.
Not every company
can invest in their own
media house!
@VickeKaravan

51.
@VickeKaravan
$64 million spend
$2 million spend

52.
They can justify this,
because Red Bull Media
House is no longer just a
marketing cost centre…
@VickeKaravan

53.
It’s a profit generator
@VickeKaravan

54.
@VickeKaravan

55.
@VickeKaravandis.tl/altimeter-content-report

56.
@VickeKaravanSource: Altimeter Group

57.
@VickeKaravan
✤ Brands that act as media
companies
✤ Profit centres
✤ Content that directly
makes money
✤ E.g.
5. Run
@VickeKaravan

58.
@VickeKaravan

59.
Don’t try to run
before you can walk!
@VickeKaravan

60.
@VickeKaravandis.tl/altimeter-content-report

61.
@VickeKaravan
✤ No investment in
content marketing
✤ Relies mainly on
“push” communications
(e.g. email marketing)
1. Stand

62.
@VickeKaravan
✤ Early stages of
content creation
✤ Focus is on
one or two discrete
channels (e.g.
Facebook page)
@VickeKaravan
2. Stretch

63.
@VickeKaravan
✤ Unified strategy
across multiple
channels
✤ Results become
more measurable
✤ Start to connect
content with
revenue
@VickeKaravan
3. Walk

64.
@VickeKaravan
✤ Scaling up your
content strategy
✤ Requires solid
executive buy-in
@VickeKaravan
4. Jog

65.
Most of us will
probably be here
@VickeKaravan
2. Stretch / 3. Walk

66.
@VickeKaravan
Results are relative.
Whichever stage you’re at,
you can still achieve a lot
within your means

67.
Case
studies
@VickeKaravan

68.
2. Stretch
indium.com @VickeKaravan

69.
“Content to contact to cash”
Rick Short
Director of Marketing Communications
@VickeKaravan

70.
“Content to contact to cash”
Rick Short
Director of Marketing Communications
lead
generation
@VickeKaravan

71.
2. Stretch
Customer contacts
increased by 600%
in one quarter
@VickeKaravan

72.
Keyword research
What drives people to the site?
@VickeKaravan

73.
@VickeKaravan
Keyword research
73 keywords were identified

74.
indium.com/blog/solderability.php @VickeKaravan

75.
73 blogs created
for each keyword

76.
These blogs
encouraged conversation
amongst relevant engineers

77.
This also helped:
Early-mover advantage
@VickeKaravan

78.
There are still a lot of
untapped industries in the
content space
@VickeKaravan

79.
It pays to embrace your niche
@VickeKaravan

80.
3. Walk
@VickeKaravan

81.
@VickeKaravan

82.
@VickeKaravan
Free content
behind a lead-gen form

83.
@VickeKaravan
Connect the dots between
who downloaded them and
who later converted

84.
The e-books contributed
to $2.5 million in
annual recurring revenue
@VickeKaravan

85.
However
it’s not always easy or possible
to measure revenue from
content
@VickeKaravan

86.
Don’t worry!
There are other ways to
prove the value of content
@VickeKaravan

87.
What’s the value for you?
2.
@VickeKaravan

88.
Micro-conversions
@VickeKaravan

89.
@VickeKaravan
Micro-conversions
Things that happen in the
lead up to a full conversion

90.
Micro-conversions
@VickeKaravan
Things that happen in the
lead up to a full conversion
E.g. growing
social following

91.
Micro-conversions
@VickeKaravan
Things that happen in the
lead up to a full conversion
E.g. growing
social following
Easier to track

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.
@VickeKaravan
Grow your social following

94.
@VickeKaravan@VickeKaravan
Brand:
Adidas’ new division

95.
@VickeKaravan@VickeKaravan
Audience:
Youth market

96.
@VickeKaravan@VickeKaravan
Goal:
Build Instagram following

97.
@VickeKaravan@VickeKaravan
Solution:
Influencer-driven social campaign

98.
@VickeKaravan
Results:
12,000 entries; 41,000 new followers
instagram.com/explore/tags/myneoshoot/

99.
@VickeKaravan
Build a retargeting pool

100.
@VickeKaravan@VickeKaravan
Brand:
Hans Oliving

101.
@VickeKaravan@VickeKaravan
Campaign:
Dedicated microsite
olivingthelife.com.au

102.
@VickeKaravan@VickeKaravan
Results:
924,000 engaged users
for future retargeting
olivingthelife.com.au

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.
Increase time spent with brand
@VickeKaravan

105.
@VickeKaravan@VickeKaravan
Brand:
io oil and gas
iooilandgas.com

106.
@VickeKaravan@VickeKaravan
Solution:
Content hub
iooilandgas.com/powerful-thinking/

107.
@VickeKaravan@VickeKaravan
Results:
Avg. dwell time of 3 minutes*
*industry avg. is 15 seconds

108.
@VickeKaravan
Drive targeted traffic and awareness

109.
@VickeKaravan@VickeKaravan
Brand:
Shutterstock
shutterstock.com

110.
@VickeKaravan@VickeKaravan
Goal:
Raise awareness of Shutterstock footage
shutterstock.com/video/

111.
@VickeKaravan@VickeKaravan
Solution:
Video campaign
shutterstock.com/blog/90s-commercials-for-modern-brands

112.
@VickeKaravan@VickeKaravanshutterstock.com/blog/90s-commercials-for-modern-brands
Results:
4000 clicks to Footage page

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.
@VickeKaravan
Attract consumers to
test drive your product

115.
@VickeKaravan @VickeKaravan
Brand:
Pierre Robert hosiery
pierre-robert.com/

116.
@VickeKaravan@VickeKaravan
Goal:
Get women to try their tights
pierre-robert.com/

117.
@VickeKaravan@VickeKaravan
Solution:
#Bikemytights campaign

118.
@VickeKaravan @VickeKaravan
Solution:
#Bikemytights campaign

119.
@VickeKaravan@VickeKaravan
Results:
1560 tights sampled

120.
@VickeKaravan@VickeKaravan
Results:
75% increase in future purchase intent

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.
@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.
@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.
@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.
Your content shouldn’t be a
jack-of-all-trades
@VickeKaravan

126.
Focus is the key
or risk diluting the value
@VickeKaravan

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.
@VickeKaravan
Brand
awareness
Brand
sentiment
Brand
trust
Much harder to
measure accurately
@VickeKaravan

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.
@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.
Content marketing isn’t
a one-way relationship
@VickeKaravan

132.
You have to offer something
valuable to your audience
@VickeKaravan

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.
The Story Behind the MailChimp Billboards
https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/

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.
What’s in it for your audience?
3.
@VickeKaravan

137.
dis.tl/vicke-SL2015 @VickeKaravan

138.
Does your content have the
wow factor?
@VickeKaravan

139.
Or does it offer the aha
lightbulb moment?
@VickeKaravan

140.
Wow
@VickeKaravan
Aha

141.
@VickeKaravan
Wow Aha

142.
Wow
@VickeKaravan
Aha

143.
@VickeKaravan@VickeKaravanmonster.com

144.
monster.com
Increased:
Page views by 18 million
Job searches by 28%
@VickeKaravan

145.
@VickeKaravan@VickeKaravan
HOW? NOW. WOW!
Monster followed
this framework

146.
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!

147.
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!

148.
@VickeKaravan@VickeKaravan
NOW.
WOW!
How can you help
your customers?

149.
@VickeKaravan@VickeKaravan
How can you help
your customers?
Content that’s educating
(i.e. “Aha”)

150.
@VickeKaravan
Give your audience what
they’re searching for

151.
www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan @VickeKaravan

152.
@VickeKaravan@VickeKaravan
What might your audience
want but wouldn’t think to
search for but would click on?

153.
www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan @VickeKaravan

154.
@VickeKaravan @VickeKaravan
HOW?
NOW.
WOW!

155.
@VickeKaravan@VickeKaravan
HOW?
Content that’s
topical and “now”
WOW!

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.
Prepare for the
predictable
@VickeKaravan@VickeKaravan

158.
monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan @VickeKaravan@VickeKaravan

159.
Prepare to be agile
@VickeKaravan@VickeKaravan

160.
@VickeKaravan

161.
monster.com/career-advice/article/pokemon-go-tech-jobs @VickeKaravan@VickeKaravan

162.
@VickeKaravan
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan

163.
Content
that
wows
HOW?
NOW.
@VickeKaravan@VickeKaravan

164.
Content
that
wows
Around 10% of your content
offering.
Made up of bigger,
hero pieces that aim to
entertain.
@VickeKaravan@VickeKaravan

165.
Make people care about
your content with…
HOW?
NOW.
WOW!
@VickeKaravan@VickeKaravan

166.
To recap
@VickeKaravan

167.
Don’t try to run before you can walk
@VickeKaravan@VickeKaravan

168.
Figure out where you fit
@VickeKaravan@VickeKaravan

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.
@VickeKaravan
HOW?
NOW.
WOW!
You need to deliver value to your
audience as well as to yourself
@VickeKaravan@VickeKaravan

171.
Don’t forget,
it’s not always about
link-building!
@VickeKaravan

172.
@VickeKaravan@VickeKaravan
Get credit for the
broader effects

173.
@VickeKaravan@VickeKaravan
Use the frameworks in
order to achieve this

174.
And make content that truly
goes beyond link-building
@VickeKaravan

175.
Vicke Cheung
@VickeKaravan

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
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