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Content Marketing

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An introduction to content marketing, opportunities and pitfalls.

Published in: Technology, Business
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Content Marketing

  1. 1. So…, What is content? • Your sites core information • Information which creates authority or engagement • A way to create better identity • A key to off-site relationship building • Should be a reflection of your real world relationships and USP
  2. 2. Why Content
  3. 3. Why do you need content? • To be indexed by search engines • To build your authority • To support your brands’ message • To create ‘social buzz’ • To create advocacy • To rank better
  4. 4. Create content for &
  5. 5. The Good • Well Targeted • Creative Content • Writers with Authority • Ego Baits • Rich Snippets • Engagement • Connecting the dots
  6. 6. The Benefits • Traffic • Awareness • Sales / Conversions • Customer Retention • ‘Votes’ of authority
  7. 7. The Bad • Content for the sake of content • Thin content • Automated methods • Content in bad neighbourhoods • Poorly targeted • Poor production
  8. 8. The Risks • Being Penalised by Google • Poor Brand perception • Wasting money • No rankings When using bad techniques
  9. 9. Align your content with your goals • Have a strategy • Start with something • Measure the impact • Determine what works • Be agile
  10. 10. Create Brand Advocates
  11. 11. Content on your site • Should reflect news & developments within your company • Should provide useful information • Should add value to your business and your users • Should be structured in an effective way to be indexed by search engines
  12. 12. Content off your site • Should be relevant • Should be on reputable sites • Should be contextual • Should link to your site • Can be via social media
  13. 13. One size does not fit all
  14. 14. Timing helps • Where you are publishing and what time of the day matters • People engage on different platforms and devices at different times of the day • Content relevant to today can be of value • Make the most of your time and investment - Post great content less often than more frequent dull content
  15. 15. Content for device • Consider device type • Desktop / Mobile / Tablet • Serve appropriate content based on user behaviour on each device
  16. 16. Content for platform • Your website • Other peoples websites • Social Media • YouTube
  17. 17. Content for targets • Who do you want to engage? • What action would you like them to perform? • Customise appropriately
  18. 18. Will it cost?
  19. 19. • Your main site content - $1000’s • Blog posts - $5 to $1000’s • Link-bait article - $500 to $2000 + • Info-graphics - $1500 + • Press releases - $200 - $1000 + • Tools - $500 + • Animation - $500 + • Video $2000 + • Polls & Surveys $50 +
  20. 20. Quality!!
  21. 21. Example -Infographic http://www.cosmosclinic.com.au/wp-content/uploads/coscli/2013/06/Brotox-Cosmos-Clinic.png
  22. 22. Example – Ego Bait http://www.eastcoastcarrentals.com.au/blog/5-australian-travel-bloggers-family-guy-style
  23. 23. Example – Competition – Facebook campaign http://www.jobadvisor.com.au/for_employees
  24. 24. • Educational resources • Industry Awards • History • Top 10’s • Free stuff Some ideas for content for the Printing & Graphic Design industry? • Templates • Product information • Tech Information • Industry Resources • Tools • Facebook ‘apps’
  25. 25. • Innovation topics • Guides – ‘How to’ • Contests & Giveaways • Polls & Surveys • Tutorials • Webinars
  26. 26. In summary • Create good quality content • Cater towards your market • Create content you would want to read or share • Don’t give in! Content is eternal • Be different! • Be real!
  27. 27. Thank you! Connect via @Visual_Alchemy & @dejanseo

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