The Rise of Content Marketing

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The team at Zest Digital look at how content marketing has developed over the last few years to become key to any business' online strategy, leaving traditional SEO in its wake. Great content and top distribution can elevate your business above your competitors, and this presentation outlines some of the ideas and techniques associated with a successful content-focused approach.

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The Rise of Content Marketing

  1. 1. The Rise of Content Marketing “Don’t be content with poor content…”
  2. 2. We will cover… • Traditional SEO – The Demise • Digital Marketing – The Future • Content Marketing – The Winner
  3. 3. The Dark Art of SEO Spammy Backlinks Manipulating Google Exploiting Algorithms
  4. 4. Google get better at preventing this approach every day.
  5. 5. Why the battle? Google’s reputation was on the line. Search results impacted, users unable to get the results they wanted. A new approach was needed... Image source: http://2.bp.blogspot.com/-lnQEXkpsank/UJFmA5ws2-I/AAAAAAAAAw0/-zAZLrHCA5E/s1600/GoogleHQ5.jpg
  6. 6. Penguins and Pandas Penguin Update: Targeted websites using low-quality “black hat” SEO. Panda Update: Targeted websites with thin, non-valuable content. Image source: http://www.julialou.com/wp-content/uploads/2011/09/penguin_vs_panda.png
  7. 7. This turned the SEO world upside down Image source: http://coffeebeansandbobbypins.blogspot.co.uk/2012/07/for-your-viewing-pleasure.html
  8. 8. The Future Quality Content Diversify origin of Organic Traffic Image source: http://www.wallsave.com/wallpapers/1600x900/futuristic/810285/futuristic-london-810285.jpg
  9. 9. Integrated Digital Marketing Search is part of your Digital Marketing, but your Digital Marketing Strategy is not just Search. Content is still at the forefront of Digital Marketing. Execution & delivery are the factors that influence success. Image source: http://www.mrwallpaper.com/wallpapers/ostrich-head.jpg Don’t forget that technical SEO is still important
  10. 10. Info: Useful information, Unique information, Helpful information, Interesting information. Brands: Consistent brands working hard to get their identity on the Google radar. Social signals from LinkedIn, Facebook, Googl e Plus, Twitter, and more are rewarded. Location: Google enjoys knowing where a question is asked & providing the best results. Trust: Merging and verification of Google Maps, Places, & Google Plus. Authorship & Geo verification improves Google’s trust in businesses & websites. Want to rank well for “Abingdon web design”? Well, your business now needs to be in Abingdon! A new challenge for SEO professionals to increase visibility on a local level.
  11. 11. The Core?
  12. 12. What is Content? The vagueness…
  13. 13. Top Content & Google:
  14. 14. Champion Content is… UNIQUE EXCEPTIONAL FUN! (Via Moz)
  15. 15. Distribution: Social Media Guest Blogging Manual Outreach
  16. 16. The Michelin Guide
  17. 17. Attract Prospects Deepen Loyalty Develop Ideas
  18. 18. THE LINKS WILL COME!
  19. 19. Our Process: 1. 2. 3. 4. 5. 6. 7. Establish goals. Plan. Research. Write, draw, or design. Distribute. Monitor & Analyse. Learn & Improve.
  20. 20. Want to know more? Get in touch with Zest today, or visit our blog at: www.zestdigital.co/blog

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