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. Success Beyond Links How To Make Your Content More Valuable Vicke Cheung | @VickeKaravan SearchLove Boston 2017
- 4. Our content may have evolved in form @VickeKaravan
- 5. @VickeKaravan But the objective has remained unchanged
- 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
- 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?
- 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?
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 98. @VickeKaravan Results: 12,000 entries; 41,000 new followers instagram.com/explore/tags/myneoshoot/
- 99. @VickeKaravan Build a retargeting pool
- 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
- 107. @VickeKaravan@VickeKaravan Results: Avg. dwell time of 3 minutes* *industry avg. is 15 seconds
- 108. @VickeKaravan Drive targeted traffic and awareness
- 110. @VickeKaravan@VickeKaravan Goal: Raise awareness of Shutterstock footage shutterstock.com/video/
- 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/
- 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
- 134. The Story Behind the MailChimp Billboards https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/ “We just wanted to make MailChimp users smile.”
- 135. The Story Behind the MailChimp Billboards https://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
- 136. 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…”
- 137. What’s in it for your audience? 3. @VickeKaravan
- 139. Does your content have the wow factor? @VickeKaravan
- 140. Or does it offer the aha lightbulb moment? @VickeKaravan
- 145. monster.com Increased: Page views by 18 million Job searches by 28% @VickeKaravan
- 146. @VickeKaravan@VickeKaravan HOW? NOW. WOW! Monster followed this framework
- 149. @VickeKaravan@VickeKaravan NOW. WOW! How can you help your customers?
- 150. @VickeKaravan@VickeKaravan How can you help your customers? Content that’s educating (i.e. “Aha”)
- 151. @VickeKaravan Give your audience what they’re searching for
- 153. @VickeKaravan@VickeKaravan What might your audience want but wouldn’t think to search for but would click on?
- 156. @VickeKaravan@VickeKaravan HOW? Content that’s topical and “now” WOW!
- 157. 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
- 160. Prepare to be agile @VickeKaravan@VickeKaravan
- 161. @VickeKaravan
- 165. Content that wows Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain. @VickeKaravan@VickeKaravan
- 166. Make people care about your content with… HOW? NOW. WOW! @VickeKaravan@VickeKaravan
- 168. Don’t try to run before you can walk @VickeKaravan@VickeKaravan
- 169. Figure out where you fit @VickeKaravan@VickeKaravan
- 170. 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
- 171. @VickeKaravan HOW? NOW. WOW! You need to deliver value to your audience as well as to yourself @VickeKaravan@VickeKaravan
- 172. Don’t forget, it’s not always about link-building! @VickeKaravan
- 173. @VickeKaravan@VickeKaravan Get credit for the broader effects
- 174. @VickeKaravan@VickeKaravan Use the frameworks in order to achieve this
- 175. And make content that truly goes beyond link-building @VickeKaravan
- 177. 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)