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Success Beyond Links – SearchCamp 2017 – Vicke Cheung

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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 – SearchCamp 2017 – Vicke Cheung

  1. 1. SUCCESS BEYOND LINKS How To Make Your Content More Valuable Vicke Cheung | @VickeKaravan | Distilled | Senior Designer
  2. 2. myassettag.com/state-cycling-statistics @VickeKaravan@VickeKaravansimplybusiness.co.uk/microsites/wordpress-for-small-businesses/ Then (circa 2012)
  3. 3. advisa.se/en/research/brexit-bus/ @VickeKaravan Now (2017)
  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. “Branded content” @VickeKaravan can mean different things to different people
  32. 32. Broadly speaking @VickeKaravan To advertisers, branded content = paid media
  33. 33. Broadly speaking @VickeKaravan To advertisers, branded content = paid media To marketers, branded content = earned media
  34. 34. Does this logo qualify it as branded content?
  35. 35. Technically yes, but… @VickeKaravan
  36. 36. This is only a small subset of branded content @VickeKaravan
  37. 37. @VickeKaravan ✤ Link-driven ✤ Doesn’t matter if people are reading/engaging ✤ Doesn’t matter if people remember the brand ✤ Minimally branded
  38. 38. This is content for link-building @VickeKaravan
  39. 39. @VickeKaravan Marketing strategies, like Red Bull’s, are different
  40. 40. @VickeKaravan ✤ Designed to reach people ✤ Aim to build a community of like-minded followers ✤ Not-product focussed ✤ Consistently and boldly branded
  41. 41. @VickeKaravan This is content for brand-building
  42. 42. “Red Bull’s brand awareness accomplishment is through the roof.” @VickeKaravanbit.ly/2lLTJHm
  43. 43. Great! How can we be the next Red Bull? @VickeKaravan
  44. 44. Reality check @VickeKaravan
  45. 45. Not every company can invest in their own media house! @VickeKaravan
  46. 46. @VickeKaravan $64 million spend $2 million spend
  47. 47. They can justify this, because Red Bull Media House is no longer just a marketing cost centre… @VickeKaravan
  48. 48. It’s a profit generator @VickeKaravan
  49. 49. @VickeKaravan
  50. 50. @VickeKaravandis.tl/altimeter-content-report
  51. 51. @VickeKaravanSource: Altimeter Group
  52. 52. @VickeKaravan ✤ Brands that act as media companies ✤ Profit centres ✤ Content that directly makes money ✤ E.g. 5. Run @VickeKaravan
  53. 53. Don’t try to run before you can walk! @VickeKaravan
  54. 54. @VickeKaravandis.tl/altimeter-content-report
  55. 55. @VickeKaravan ✤ No investment in 
 content marketing ✤ Relies mainly on 
 “push” communications 
 (e.g. email marketing) 1. Stand
  56. 56. @VickeKaravan ✤ Early stages of
 content creation ✤ Focus is on
 one or two discrete channels (e.g. Facebook page) @VickeKaravan 2. Stretch
  57. 57. @VickeKaravan ✤ Unified strategy across multiple channels ✤ Results become more measurable ✤ Start to connect content with revenue @VickeKaravan 3. Walk
  58. 58. @VickeKaravan ✤ Scaling up your 
 content strategy ✤ Requires solid
 executive buy-in @VickeKaravan 4. Jog
  59. 59. Most of us will probably be here @VickeKaravan 2. Stretch / 3. Walk
  60. 60. @VickeKaravan Results are relative. Whichever stage you’re at, you can still achieve a lot within your means
  61. 61. Case studies @VickeKaravan
  62. 62. 2. Stretch indium.com @VickeKaravan
  63. 63. “Content to contact to cash” Rick Short Director of Marketing Communications @VickeKaravan
  64. 64. “Content to contact to cash” Rick Short Director of Marketing Communications lead generation @VickeKaravan
  65. 65. 2. Stretch Customer contacts increased by 600% in one quarter @VickeKaravan
  66. 66. Keyword research What drives people to the site? @VickeKaravan
  67. 67. @VickeKaravan Keyword research 73 keywords were identified
  68. 68. indium.com/blog/solderability.php @VickeKaravan
  69. 69. 73 blogs created for each keyword
  70. 70. These blogs encouraged conversation amongst relevant engineers
  71. 71. It pays to embrace your niche @VickeKaravan
  72. 72. 3. Walk @VickeKaravan
  73. 73. @VickeKaravan
  74. 74. @VickeKaravan Free content behind a lead-gen form
  75. 75. @VickeKaravan Connect the dots between who downloaded them and who later converted
  76. 76. The e-books contributed
 to $2.5 million in
 annual recurring revenue @VickeKaravan
  77. 77. However it’s not always easy or possible to measure revenue from content @VickeKaravan
  78. 78. Don’t worry! There are other ways to prove the value of content @VickeKaravan
  79. 79. What’s the value for you? 2. @VickeKaravan
  80. 80. Micro-conversions @VickeKaravan
  81. 81. @VickeKaravan Micro-conversions Things that happen in the lead up to a full conversion
  82. 82. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following
  83. 83. Micro-conversions @VickeKaravan Things that happen in the lead up to a full conversion E.g. growing social following Easier to track
  84. 84. @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
  85. 85. @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
  86. 86. @VickeKaravan Brand awareness Brand sentiment Brand trust Much harder to measure accurately @VickeKaravan
  87. 87. @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
  88. 88. @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
  89. 89. @VickeKaravan Attract consumers to test drive your product
  90. 90. @VickeKaravan @VickeKaravan Brand: Pierre Robert hosiery pierre-robert.com/
  91. 91. @VickeKaravan@VickeKaravan Goal: Get women to try their tights pierre-robert.com/
  92. 92. @VickeKaravan@VickeKaravan Solution: #Bikemytights campaign
  93. 93. @VickeKaravan @VickeKaravan Solution: #Bikemytights campaign
  94. 94. @VickeKaravan@VickeKaravan Results: 1560 tights sampled
  95. 95. @VickeKaravan@VickeKaravan Results: 75% increase in future purchase intent
  96. 96. Content marketing isn’t a one-way relationship @VickeKaravan
  97. 97. You have to offer something valuable to your audience @VickeKaravan
  98. 98. What’s in it for your audience? 3. @VickeKaravan
  99. 99. dis.tl/vicke-SL2015 @VickeKaravan
  100. 100. Does your content have the wow factor? @VickeKaravan
  101. 101. Or does it offer the aha lightbulb moment? @VickeKaravan
  102. 102. @VickeKaravan@VickeKaravanmonster.com
  103. 103. monster.com Increased: Page views by 18 million Job searches by 28% @VickeKaravan
  104. 104. @VickeKaravan@VickeKaravan HOW? NOW. WOW! Monster followed this framework
  105. 105. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  106. 106. @VickeKaravan@VickeKaravan HOW? NOW. WOW!
  107. 107. @VickeKaravan@VickeKaravan NOW. WOW! How can you help your customers?
  108. 108. @VickeKaravan@VickeKaravan How can you help your customers? Content that’s educating (i.e. “Aha”)
  109. 109. @VickeKaravan Give your audience what they’re searching for
  110. 110. www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan @VickeKaravan
  111. 111. @VickeKaravan@VickeKaravan What might your audience want but wouldn’t think to search for but would click on?
  112. 112. www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan @VickeKaravan
  113. 113. @VickeKaravan @VickeKaravan HOW? NOW. WOW!
  114. 114. @VickeKaravan@VickeKaravan HOW? Content that’s topical and “now” WOW!
  115. 115. 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
  116. 116. @VickeKaravan@VickeKaravan Prepare for the predictable
  117. 117. monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan @VickeKaravan@VickeKaravan
  118. 118. @VickeKaravan@VickeKaravan Prepare to be agile
  119. 119. @VickeKaravan
  120. 120. monster.com/career-advice/article/pokemon-go-tech-jobs @VickeKaravan@VickeKaravan
  121. 121. @VickeKaravan HOW? NOW. WOW! @VickeKaravan@VickeKaravan
  122. 122. Content that wows HOW? NOW. @VickeKaravan@VickeKaravan
  123. 123. Content that wows Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain. @VickeKaravan@VickeKaravan
  124. 124. Make people care about your content with… HOW? NOW. WOW! @VickeKaravan@VickeKaravan
  125. 125. To recap @VickeKaravan
  126. 126. Don’t try to run before you can walk @VickeKaravan@VickeKaravan
  127. 127. Figure out where you fit @VickeKaravan@VickeKaravan
  128. 128. 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
  129. 129. @VickeKaravan HOW? NOW. WOW! You need to deliver value to your audience as well as to yourself @VickeKaravan@VickeKaravan
  130. 130. Don’t forget, it’s not always about link-building! @VickeKaravan
  131. 131. @VickeKaravan@VickeKaravan Get credit for the broader effects
  132. 132. @VickeKaravan@VickeKaravan Use the proven frameworks in order to achieve this
  133. 133. And make content that truly goes beyond link-building @VickeKaravan
  134. 134. Vicke Cheung @VickeKaravan
  135. 135. 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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