Greenlight digital content marketing forum


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Greenlight digital content marketing forum

  1. 1.  Greenlight is an independent, award winning full service digital agency driving growth through its digital services portfolio  Driven by our analytical capabilities, we deliver holistic digital solutions for global brands, leveraging its SEO, Paid Media, Creative and Design, Social Web Development and eCommerce expertise  Greenlight has three core service pillars: - Design & Build - Digital Marketing - Measurement  Greenlight services B2B and B2C brands across a spectrum of verticals including Financial Services, Travel, Fashion and Retail  Our clients include LV=, Urban Outfitters, Millennium & Copthorne Hotels, RS Components  Greenlight was founded in 2001 and is headquartered in London (King’s Cross)
  2. 2. Content Marketing Is With Victoria Galloway, Greenlight Digital
  3. 3. Agenda: 1. What type of content is considered ‘content marketing’? 2. The content marketing story so far 3. Definitions 4. Engineered communication 5. Origins of marketed content 6. 5 reasons why we’re doing it 7. How to create compelling content in 2014 8. 2 case studies 9. Measurement 10. Round up
  4. 4. First of all… what kind of content are we talking about? •Feature blogging •eNewsletters •Infographics •Events •Podcasts •Print media. E.g. Magazines •Video •Web content •Webinars •White papers How can I get m
  5. 5. The different content marketing stories so far A metrics mind maze A new SEO A filthy disguise! The medium is the message A new essential product It’s dead…. (I’ll leave)
  6. 6. Where are we now?
  7. 7. What do I think? Content marketing Is: Engineered communication
  8. 8. What does this mean?
  10. 10. Storytelling is an age old method of communication
  11. 11. Content marketing origins The New York Sun: Building an audience est 1835 Michelin Guides, est 1900 Theodore McManus, General Motors, 1915 Achieving a circulation of 30k (+11k) in 2 years. Men who make tyres making books. Non branded advertising “In every field of human endeavour, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work.”
  12. 12. Modern day examples “BuzzFeed has the hottest, most social content on the web. We feature breaking buzz and the kinds of things you'd want to pass along to your friends.” BA #LookUp Grammarly
  13. 13. 5 reasons why are we doing it
  14. 14. Effective content creation draws together three key elements: 1. Audience 2. Brand 3. Search Website Readership Tailored content produced with the website in mind ensuring legitimacy, diversity and uniqueness Brand Promotion Satisfying brand requirements and integrating with existing marketing campaigns for added PR value Search Benefit Quality content on quality sites ensuring good link credibility
  15. 15. Going beyond the keyword to build a community
  16. 16. Measureable engagement
  17. 17. It’s SEO gold. Contextual, worthwhile and genuinely good content is a preferred ranking.
  18. 18. Content is king on social media too
  19. 19. Good content strategy works - all year round
  20. 20. How to engineer compelling content
  21. 21. Define your audience and create an audience profile Who are they? What interests them? What makes them tick? How do they interact online? What stage of the buying/sale process are they at? For now, my lips are sealed…
  22. 22. Pre production considerations  Engaging with social listening  Research topics – recognising and predicting traction  Which medium would best present your idea?  Have you defined your off page TOV?  Strategise and plan the seeding You need to:  Promote audience interaction.  Raise your profile.  Earn natural links.  Aid a good content strategy.
  23. 23. Engineer it…. Evaluate it… Good content should do at least one of these: - Offer a personal connection - Be informative – offer new insights or unique data - Be relevant/timely …And strategise it. Online publishing isn’t too different from offline. Engage in media theory. Humans want: 1. Information that helps complete our individual patterns. 2. Information that is familiar. 3. Information that is exciting. 4. Gratification. 5. Leadership.
  24. 24. SEO considerations for content planning Video & Graphic content - Not indexable unless accompanied by written transcription - Less suited to building thematic depth, catering less to Panda. - More easily digested by users Text content - Indexable by search engines but generally less likely to be shared or linked to. - Fewer influencers will tend to read the entire thing. Online vs Offline content - Generally more suited to building thematic depth, authorship and catering to Panda “Claire Handscombe [author] has a commitment problem online. Like a lot of Web surfers, she clicks on links posted on social networks, reads a few sentences, looks for exciting words, and then grows restless, scampering off to the next page she probably won’t commit to.” - Michael S Rosewald.
  25. 25. Case studies
  26. 26. CASE STUDY: COST OF A CHILD VIDEO CAMPAIGN  Fully integrated content campaign: PR, Social and Outreach.  Based around engaging video content.  Outreached to parenting bloggers.
  27. 27. CASE STUDY RESULTS Objectives Measures of Success Achieved Comments Promote the report and video to relevant bloggers • 10 mummy bloggers took part on the activity  All linking to love life Provide natural content and link opportunities to Love Life hub • 12 blog post related to the cost of a child report with links to the target pages  2 Extra Blog post Brand engagement via social media • Hashtag reach of 30,000+  37,065 potential impressions
  28. 28. CASE STUDY: Tesco Living Hub.
  29. 29. CASE STUDY: Tesco Living Hub Contemporary design trends Largely aimed at mums it delivers excellent quality advice and 'how to' content The stories are concise and ideal for time-pressed parents Google-friendly headlines too New content posted daily – not just words and images but videos and quizzes too – the video have a separate YouTube channel The content is never pushy or salesy
  30. 30. The all important measurement
  31. 31. Measurement vs Subjectivity Questions: 1. What is the worth of a ‘like’? 2. Does pick up equate to engagement? 3. Do clicks convert? According to a 2014 report by the Content Marketing Institute…. • 88% of UK marketers use content marketing • Only 42% having a documented content strategy • Web traffic is common top content marketing metric (66%) • SEO ranking and social media sharing at joint second (52%) “Just because something is popular does not make it worthy, but ignoring audience engagement is a sure route to irrelevance.” – David Carr, New York Times
  32. 32. KPIs for content “There are those who try to pull together a host of metrics (consumption, sharing and sales metrics, for example) without applying any particular model or methodology to understand how they relate to each other. This frantic general is measuring everything in aggregate and is, as a result, befuddled.” Ryan Skinner, Forrester Research. Link earning: Links from relevant, high quality sites. Factors that amplify the power of these links in search engine algorithms, like a high click through rate. Improved rankings for the generic keywords targeted via internal links Stable ranks during and after Penguin updates (roughly bi-annually) No link warnings or penalties Long tail rankings Improved rankings for the keyword the content is designed/engineered to target Thematic depth Improved rankings for the generic keywords that are the root words for the theme of the content (e.g. if the content is about life insurance, then improved “life insurance” ranks are a KPI) Authorship “entities” Improved rankings for the keyword the content is designed to target Presence of author profile photo in the search results Engagement Dwell time Bounce rate Stable or improved ranks from Panda updates (monthly)
  33. 33. 1 6 2 7 3 8 4 9 5 10 Round up Content marketing is….? Measurement remains key Marketing content isn’t new – get inspired! What’s the buzz? Why do we do it? Measureable engagement Building a community of fans It’s SEO gold. Content is King on Social. It should aid a good strategy Content engineering rules!
  34. 34. Content: How’re you going to do it?
  35. 35. thanks THANK YOU
  36. 36. Recommended reading • Epic Content Marketing by Joe Pulizzi • Content Marketing Institute [feed] • Inbound Marketing: Get Found Using Google, Social Media and Blogs by Dharmesh Shah • The Greenlight Digital blog