Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The 3 Pillars of
Content Marketing
2
Who is BlueGlass?
We’re an elite team of 40 passionate marketers based in London, Zurich and Tallinn. We’re lean and nim...
Title goes Here
3
Imagine If Your Content Marketing Just ‘Worked’...
4
You have a strategy aligned with your business goals, with a clear plan on how
to achieve them...
You create content whi...
Title goes Here
5
How Can You Take Your Content Marketing to the Next Level?
6
You Need a Clear Process to Combine the 3 Pillars of Content Marketing...
7
You Need To Break Down the Silos
We restructured our team around the content lifecycle, to provide the right mix of the ...
8
Pillar 1: Strategy
All great results start with a plan. This could take several forms, but
typically we recommend buildi...
9
Pillar 2: Creativity
Create thought leadership and engaging content to drive awareness from target customers & authority...
10
Pillar 3: Promotion
● Build digital PR relationships to get your content featured on
some of the most popular sites wit...
Title goes Here
11
What Does Content Marketing Success Look Like?
12
144% YoY Organic Traffic Increase
● Strategy: to firstly remove a historical Google penalty, and then to
build up the s...
13
131% YoY Organic Traffic Increase
● Strategy: built content and SEO strategy to increase organic
search traffic, visibi...
14
67% MoM Organic Traffic Increase
● Strategy: Our target audience is people who have
experienced car maintenance issues,...
Title goes Here
15
Summary
16
Use Your Three Pillars
Make sure you create an action plan based on these 3 key pillars of content marketing:
1. Strate...
17
You Need A Long-Term Plan To Become a Content Authority!
Content marketing should never be a one-off, think about how y...
We would love to help
you with your content
marketing strategy.
BlueGlass
45 Leather Lane
London
EC1N 7TJ
020 7242 0142
lo...
Upcoming SlideShare
Loading in …5
×

The Three Pillars of Content Marketing

485 views

Published on

Imagine If Your Content Marketing Just ‘Worked’...

You have a strategy aligned with your business goals, with a clear plan on how to achieve them. You create content which your audience loves and attracts more of the ‘right kind’ of prospects. You earn outstanding coverage from publishers, media and social engagement. You continually increase online revenue via organic search and other channels.

So how can you take your content marketing to the next level?

You Need a Clear Process to Combine the 3 Pillars of Content Marketing:

Strategy - Content & SEO strategy
Creativity - Outstanding content creation
Promotion - Digital PR & social media coverage

This way you can maximise results, by combining data-driven analytical strategy with creative content and authoritative promotion.

Published in: Marketing
  • Be the first to comment

The Three Pillars of Content Marketing

  1. 1. The 3 Pillars of Content Marketing
  2. 2. 2 Who is BlueGlass? We’re an elite team of 40 passionate marketers based in London, Zurich and Tallinn. We’re lean and nimble which means we can: ● Be selective with who we work with. ● Form close relationships to really understand clients brands. ● Focus our work efficiently to prioritise based on value. ● Educate our clients by sharing and challenging ideas. ● Spend time experimenting to improve our creativity. ● Recruit talent with strong experience. ● Go the extra mile to get real, measurable results!
  3. 3. Title goes Here 3 Imagine If Your Content Marketing Just ‘Worked’...
  4. 4. 4 You have a strategy aligned with your business goals, with a clear plan on how to achieve them... You create content which your audience loves and attracts more of the ‘right kind’ of prospects You earn outstanding coverage from publishers, media and social engagement You continually increase online revenue via organic search and other channels
  5. 5. Title goes Here 5 How Can You Take Your Content Marketing to the Next Level?
  6. 6. 6 You Need a Clear Process to Combine the 3 Pillars of Content Marketing...
  7. 7. 7 You Need To Break Down the Silos We restructured our team around the content lifecycle, to provide the right mix of the right skillsets and ensure that everyone knows what’s happening throughout the process. Nadjaha Project Manager Chelsea Account Director Rob Content Strategist James Social Media Specialist Sam SEO Strategist Jacob Digital PR Specialist
  8. 8. 8 Pillar 1: Strategy All great results start with a plan. This could take several forms, but typically we recommend building the following into a clear plan: ● Content strategy to identify keyword and topic gaps and opportunities to build into a seasonalised editorial calendar and roadmap. ● Persona profiling to understand your audience and how they engage/convert with different topics and types of content. ● SEO analysis to identify and fix any on-site issues to give you the best possible platform to build upon to maximise organic search traffic. ● Visualising what success looks like - you need to know what you’re targeting, so that you can plan on how you’re going to get there. Once you have a clear strategy and goals in place, you can start to build your plan of attack... All great results start with a plan. You need to understand where you are, where to go & how to get there.
  9. 9. 9 Pillar 2: Creativity Create thought leadership and engaging content to drive awareness from target customers & authority publishers… YOU NEED TO STAND OUT FROM THE CROWD. The final outcome is to produce great content which can be a powerful tool for driving natural links, large volumes of targeted traffic, audiences and brand advocates. ● Research, research, research - what campaigns have worked well before? What data do you have or can you collect? ● Creative brainstorming - get your thinking caps on to find the right stories your audience love to share. ● Producing outstanding content - create great content which serves the need of the your audience ● Find the right content type for your audience - mix it up, think about how you can have the best impact ● Collaborative feedback process - you need to ensure all content is on- brand, has high impact and is delivered within a timely campaign cycle.
  10. 10. 10 Pillar 3: Promotion ● Build digital PR relationships to get your content featured on some of the most popular sites within your vertical, generating powerful coverage from authority publishers. ● Build an audience to turn your visitors into regular readers - this makes them much more likely to return and become potential customers and brand advocates. ● Target social influencers - specifically target audience personas, potential customers and influencers to maximise the impact and engagement of content campaigns. ● Leverage paid social advertising & content distribution - managing paid channels to amplify content visits and engagement. Build it & they will come doesn’t exist - you need to make it happen! Creating great content isn’t enough - sometimes it needs a little push. With a targeted promotion strategy for content campaigns, you can ensure that you maximise coverage, traffic and readership.
  11. 11. Title goes Here 11 What Does Content Marketing Success Look Like?
  12. 12. 12 144% YoY Organic Traffic Increase ● Strategy: to firstly remove a historical Google penalty, and then to build up the sites online reputation via content marketing to mirror top converting PPC with organic search traffic. ● Creativity: we built a content strategy focused around hiring nutritionists and providing authority content writing and visuals. ● Promotion: we secured coverage from 93 authority health and fitness publishers during the year. ● Results: the end result was a 144% increase in organic search traffic over the 12 months.
  13. 13. 13 131% YoY Organic Traffic Increase ● Strategy: built content and SEO strategy to increase organic search traffic, visibility and revenue. ● Creativity: we created targeted health and fitness content, both for Better’s site and external publishers. ● Promotion: we ran social advertising and digital PR to secure coverage from top publishers. ● Results: increased YoY organic traffic by 131% and strengthened Better’s share as organic market leaders in the UK leisure/gym sector.
  14. 14. 14 67% MoM Organic Traffic Increase ● Strategy: Our target audience is people who have experienced car maintenance issues, and are looking to repair common issues with their car. ● Creativity: We interviewed car mechanics to build an interactive guide demonstrating how to fix common issues, with an easy-to-use checklist and audio instructions. ● Promotion: We promoted the content via social engagement and digital PR coverage to generate over 3,000 new user signups and coverage across 129 publishers. ● Results: This is a new campaign, which is starting to secure rankings for the targeted informational queries at an earlier phase of the buying cycle.
  15. 15. Title goes Here 15 Summary
  16. 16. 16 Use Your Three Pillars Make sure you create an action plan based on these 3 key pillars of content marketing: 1. Strategy - Content & SEO strategy 2. Creativity - Outstanding content creation 3. Promotion - Digital PR & social media coverage This way you can maximise results, by combining ● data-driven analytical strategy ● creative content ● authoritative promotion Securing you authority coverage, links, engagement, traffic and ultimately sales and revenue.
  17. 17. 17 You Need A Long-Term Plan To Become a Content Authority! Content marketing should never be a one-off, think about how you can really build upon success... Short Term Mid-Term Long Term ● SEO (Long tail) ● Social Media Engagement ● Authority links ● Digital PR Coverage ● Referring Traffic ● Content Strategy ● SEO (Competitive Phrases) ● Category Level Link Authority ● Email Subscribers ● Social Followers/Fans ● Thought Leadership ● Platform ● Branding ● Audience ● Traffic ● Authority
  18. 18. We would love to help you with your content marketing strategy. BlueGlass 45 Leather Lane London EC1N 7TJ 020 7242 0142 london@blueglass.com www.blueglass.co.uk @blueglass Thank you for listening and feel free to ask us any questions in the roundtables...

×