Evolution of Content Marketing
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO

Google hates old-school SEO & link building

Scaled quality content works

Google has more signals on quality/authenticity
than ever

Quick warning:
Content marketing isn’t always the answer…

People are still making basic mistakes
(this much content can never all be high quality!)

Tactics get over-saturated

It’s not about sharing content with your mates

It’s not just about creating a buzz

It’s not about throwing stuff against the wall

And not everything is going to be a winner

Don’t rush straight in…
Think about what you want to achieve

Successful campaigns require a sustained
content strategy (not 1 infographic!)

Without clear goals, how do you know what
content success looks like?

Build a Strategy to set clear goals & objectives
•
•
•
•
•
Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…

Great content isn’t produced in a silo

Getting things done is the biggest ranking factor –
get everyone involved!

Measure everything!

Make sure your
content influences the
right goals & targets
• Editorial calendar around key
events
• 50 natural links to target URL
• 215 Facebook likes, 62 Tweets
• Drove “Australian Open Tennis
Tickets” to #4 in Google

Translated & promoted
infographic across 12 countries:
Generated high quality links &
social shares from authority
publications

We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Europe
for top target keyword groups
http://fiz-x.com/how-to-make-a-lightsaber/

Resonate with current & potential customers

Identify your audience & key influencers

Create a solid strategy to integrate all channels

Think more consumer-led & data-driven content –
what do your users want to see more of?

Tell your brand story to a targeted audience

Engage with social influencers

Influence sales at consideration buying phase

Build your brand reputation & online authority

Be useful, insightful, creative, funny or topical
http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/

Be agile

Be prepared to adapt

Don’t admit defeat!

Be remarkable…
http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html

For best outreach results, you need an audience

And then do it all again…
Using iterative & agile campaigns to target key opportunities
http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

The best campaigns aren’t content marketing –
it’s brand building!
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

Key Takeaways
1. Content marketing isn’t a one-off, it requires a sustained &
iterative effort
2. Don’t just create content for the sake of creating a buzz –
tie it into your overall marketing strategy & goals
3. Find what works well for your audience & do more of it!
4. Measure the impact to prove the value
@KevGibbo

KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK