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#SMX @KevGibbo
Kevin Gibbons, Managing Director, BlueGlass
The 3 Pillars of
Content Marketing
www.BlueGlass.co.uk
#SMX @KevGibbo
Photo Credit: James Marvin Phelps
Let’s start with the PROBLEM…
#SMX @KevGibbo
#SMX @KevGibbo
Photo Credit: James Marvin Phelps
Oops, not that problem...
This one:
#SMX @KevGibbo
Photo Credit: James Marvin Phelps
Getting Your
Content Seen
is HARD!
#SMX @KevGibbo
You Need to Stand Out From the Crowd…
You need to fight for
attention against:
● 347,222 tweets
● 4,166,667...
#SMX @KevGibbo
Photo Credit: James Marvin Phelps
But… What if your
content marketing
just “worked”?
#SMX @KevGibbo
What Does Content Marketing Success Look Like to You?
You have a strategy aligned with your business goals,...
#SMX @KevGibbo
First, You Need To Break Down the Silos...
Make sure you create an action plan based
on these 3 key pillars...
#SMX @KevGibbo
We Restructured Our Team Around the Content Lifecycle
To provide the right mix of the right skillsets and e...
#SMX @KevGibbo
Think Bigger - Content Marketing Isn’t a One-Off, You Have to
Keep Building On It...
If you have a clear go...
#SMX @KevGibbo
Pillar 1: You Need a STRATEGY to Understand Where You Are,
Where to Go & How to Get There...
Take time to:
...
#SMX @KevGibbo
Pillar 2: Use Your CREATIVITY to Stand Out From the Crowd
Create thought leadership and engaging content to...
#SMX @KevGibbo
Pillar 3: Generate the PROMOTION to Become
an Authority Within Your Industry
● Build digital PR relationshi...
#SMX @KevGibbo
When This All Works Together, This is What You Can Achieve...
#SMX @KevGibbo
You’re Creating Content Assets to Build An Audience,
Not Just Traffic or Links
1. Identify – who is your ta...
#SMX @KevGibbo
Make Your Customer the Hero,
So They Can Do the Talking For You
90% of decisions are made by
emotional feel...
#SMX @KevGibbo
Remember, If You’re Scared to Fail,
You’re Playing Too Safe & You’ll Lose
● I don’t want to look stupid...
...
#SMX @KevGibbo
This is What Happens When Content Marketing
Comes Together
● Strategy: supporting development of a content ...
#SMX @KevGibbo
Summary
#SMX @KevGibbo
Start With The End In Mind
Make sure you know what success looks like and create
an action plan based on th...
#SMX @KevGibbo
LEARN MORE: UPCOMING @SMX EVENTS
Thank you for listening...
If you have any questions, please tweet or emai...
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3 Pillars of Content Marketing: Strategy, Creativity & Promotion

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What REALLY makes content marketing a success? Find out in this SMX London presentation about content, keyword research & the art of audience engagement.

Published in: Marketing

3 Pillars of Content Marketing: Strategy, Creativity & Promotion

  1. 1. #SMX @KevGibbo Kevin Gibbons, Managing Director, BlueGlass The 3 Pillars of Content Marketing www.BlueGlass.co.uk
  2. 2. #SMX @KevGibbo Photo Credit: James Marvin Phelps Let’s start with the PROBLEM…
  3. 3. #SMX @KevGibbo
  4. 4. #SMX @KevGibbo Photo Credit: James Marvin Phelps Oops, not that problem... This one:
  5. 5. #SMX @KevGibbo Photo Credit: James Marvin Phelps Getting Your Content Seen is HARD!
  6. 6. #SMX @KevGibbo You Need to Stand Out From the Crowd… You need to fight for attention against: ● 347,222 tweets ● 4,166,667 FB likes ● 300 hours of YouTube video Every single minute! Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book
  7. 7. #SMX @KevGibbo Photo Credit: James Marvin Phelps But… What if your content marketing just “worked”?
  8. 8. #SMX @KevGibbo What Does Content Marketing Success Look Like to You? You have a strategy aligned with your business goals, with a clear plan on how to achieve them... You produce creative content which your audience loves and attracts more of the ‘right kind’ of prospects (those who buy!) You earn outstanding coverage from publishers, media and social influencers You continually increase online revenue via organic search and other channels, to acquire new customers and retain existing ones
  9. 9. #SMX @KevGibbo First, You Need To Break Down the Silos... Make sure you create an action plan based on these 3 key pillars of content marketing: 1. Strategy - SEO & content strategy 2. Creativity - Outstanding content creation 3. Promotion - Digital PR & social media coverage Being aligned in all 3 of these areas is vital in order to hit the sweet spot of content marketing results.
  10. 10. #SMX @KevGibbo 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.Content marketing requires a team approach: 1. Content Strategist 2. SEO Strategist 3. Digital PR Specialist 4. Paid Social Specialist 5. Account/Project Manager That helps everything to work much more smoothly, everyone understands the brand well and it allows us to have the right skills in place at each stage with a more agile approach towards getting things done... James Barrass- Banks Social Media Specialist Samuel Hurley SEO Strategist Jacob Roberts-Mensah Digital PR Specialist Claudia Donia Project Manager Irma Hunkeler Content Strategist
  11. 11. #SMX @KevGibbo Think Bigger - Content Marketing Isn’t a One-Off, You Have to Keep Building On It... If you have a clear goal from the start, you can start to think bigger with your content marketing. This is often where things go wrong - don’t get distracted by the shiny new exciting/cool things straight away… The best results are rarely the big spikes, but those that gradually improve month on month on month. To achieve this, you don’t need a campaign - you need a strategy to make you a content authority.
  12. 12. #SMX @KevGibbo Pillar 1: You Need a STRATEGY to Understand Where You Are, Where to Go & How to Get There... Take time to: ● Auditing your existing content to identify strengths & weaknesses ● Analyse your on-site SEO strategy to make sure you have a solid platform to build from ● Build a clear content strategy & editorial calendar to identify keyword and topic gaps. ● Understand your audience - who are they, how do they engage/convert with different topics and types of content? ● Have clear goals & visualise what success looks like - benchmarking the marketplace to report on real business metrics. Once you have a clear strategy and goals in place, you can start to build your plan of attack...
  13. 13. #SMX @KevGibbo Pillar 2: Use Your CREATIVITY to Stand Out From the Crowd Create thought leadership and engaging content to drive awareness from target customers & authority publishers… 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.
  14. 14. #SMX @KevGibbo Pillar 3: Generate the PROMOTION to Become an Authority Within Your Industry ● Build digital PR relationships to get your content featured on some of the most popular publishers within your vertical ● Build an audience to turn your visitors into regular readers ● Target social influencers to maximise the impact and engagement of content campaigns. ● Leverage paid social advertising & content distribution to amplify content visits and engagement. 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.
  15. 15. #SMX @KevGibbo When This All Works Together, This is What You Can Achieve...
  16. 16. #SMX @KevGibbo You’re Creating Content Assets to Build An Audience, Not Just Traffic or Links 1. Identify – who is your target audience and where can you find them? 2. Acquire – acquiring traffic to your content, across marketing channels. 3. Nurture – provide content your readers love, in a content hub environment you control. 4. Engage – by providing consistently great content, the goal should be to continually create outstanding & engaging content. 5. Capture – provide useful content upgrades such as free tools, insights, ebooks, reports etc to build your audience. 6. Grow – build real loyalty and advocacy with your readers, which can have a huge benefit in sales further down the customer journey and in scaling word of mouth referrals.
  17. 17. #SMX @KevGibbo Make Your Customer the Hero, So They Can Do the Talking For You 90% of decisions are made by emotional feeling, not rational. When people share content, they share it about themselves not you...
  18. 18. #SMX @KevGibbo Remember, If You’re Scared to Fail, You’re Playing Too Safe & You’ll Lose ● I don’t want to look stupid... ● Why would I share all of this information if people can then copy it… ● What if everyone knows this already... ● My competitors will know everything if I share this… What people don’t get, is the biggest risk is not doing it!
  19. 19. #SMX @KevGibbo This is What Happens When Content Marketing Comes Together ● Strategy: supporting development of a content hub in order to build educational & informational content targeted towards potential customers at an early buying cycle phase. ● Creativity: we built a content strategy focused around key topics, hiring nutritionists & providing authority content writing/visuals. ● Promotion: we secured coverage from 93+ authority health and fitness publishers. ● Result: the end result was a 144% YoY increase in organic search traffic.
  20. 20. #SMX @KevGibbo Summary
  21. 21. #SMX @KevGibbo Start With The End In Mind Make sure you know what success looks like and 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 and authoritative promotion. Securing you authority coverage, links, engagement, traffic and ultimately sales and revenue.
  22. 22. #SMX @KevGibbo LEARN MORE: UPCOMING @SMX EVENTS Thank you for listening... If you have any questions, please tweet or email me: ● @kevgibbo ● kgibbons@blueglass.com ● www.blueglass.co.uk

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