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Why Audience Building Should Be Your Top Content Goal

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Presentation from PMI London conference about how you should be focusing your content marketing on building an audience.

Published in: Marketing

Why Audience Building Should Be Your Top Content Goal

  1. 1. Why Audience Building Should Be Your Top Content KPI Kevin Gibbons Managing Director BlueGlass www.blueglass.co.uk @kevgibbo
  2. 2. WWW.BLUEGLASS.COM 2 Between Penguins, Pandas, Pigeons, Hummingbirds... Not to mention Mobilegeddon, Authorship, Google+, Knowledge Graph, RankBrain etc… We now all know one thing...
  3. 3. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 3 SEO is Hard Work! www.blueglass.co.uk @kevgibbo Source: Rand Fishkin Mozcon 2015
  4. 4. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 4 Promoting Content is Also Getting Harder! It’s tough to stand out from the crowd when there’s: ● 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 www.blueglass.co.uk @kevgibbo
  5. 5. WWW.BLUEGLASS.COM 5 But, Why Make it Harder For Yourself?!
  6. 6. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 6 You’re Not Trying to Just Get Content Seen - Build an Audience ← If you publish this content, you won’t get anywhere near as much traffic... The best publishers in the world have one thing in common; their biggest content marketing weapon is their audience! 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 www.blueglass.co.uk @kevgibbo
  7. 7. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 7 Make Your Customer the Hero! Let your customers do the talking - what good content marketing achieves is scaling word of mouth. (Apologies for the cheesy photo!) 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 www.blueglass.co.uk @kevgibbo
  8. 8. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 8 If you Think Content is About YOU, You’re Missing the Point.... www.blueglass.co.uk @kevgibbo When people share content, they share it about themselves not you... 90% of decisions are made by emotional feeling, not rational.
  9. 9. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 9 Give your Content that Sharable Hook That Taps into How People Feel Turn good content, into great campaigns to earn authority coverage, social engagement and links - SEO should always be the by-product, not the goal. www.blueglass.co.uk @kevgibbo
  10. 10. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 10 If You’re Scared to Fail - You’re Playing Too Safe & You’ll Lose www.blueglass.co.uk @kevgibbo ● 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!
  11. 11. WWW.BLUEGLASS.COM 11 Content Marketing Isn’t a One-Off Campaign - You Need a Strategy! ● Social media engagement ● SEO (long-tail) ● Authority links ● Digital PR coverage ● Referring traffic Short-Term ● Content strategy ● SEO (head / competitive phrases) ● Page/category level link authority ● Email subscribers ● Social followers/fans MidTerm ● Platform ● Branding ● Audience building ● Direct traffic ● Domain authority ● Thought leadership LongTerm
  12. 12. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 12 Start With Why... www.blueglass.co.uk @kevgibbo ● Why: Why will people want to visit your site & subscribe to your content? ● How: How will you target customers & key personas with content they want to see, read and share? ● What: What great content can you create to educate, inform, engage and keep the interest of our target personas to build a real audience.
  13. 13. 13WWW.BLUEGLASS.CH Create Outstanding Content & Leave Them Wanting More Provide useful content upgrades such as tools, insight reports, ebooks, free downloads, competitions etc to capture their details and build your audience. Livestrong.com do a great job of engaging & capturing their audience www.blueglass.co.uk @kevgibbo
  14. 14. 14WWW.BLUEGLASS.CH Make Content is Central to Growing and Engaging with Your Audience Target Audience SEO Email Marketing Digital PR Social Media (Paid/Organic) & Content Amplification Content Hub Social Media Audience Newsletter Subscribers Once subscribed, continue giving them more great content... (Start to build in discount code rewards and offers to convert readers into customers!) Content Upgrades & Email Captures www.blueglass.co.uk @kevgibbo
  15. 15. WWW.BLUEGLASS.COM 15 Summary - remember: 1. Make your customer the hero 2. Remove the fear of failure 3. Engage, inform, entertain & capture your audience 4. Continue giving them the good stuff! Once You’ve Done All of This… Then You Can Become THE Content Authority in Your Niche!
  16. 16. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 16 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
  17. 17. TALLINN Vilmsi 47, Tallinn 10126 Estonia +372 56 451 798 info@blueglass.ee www.blueglass.ee ZÜRICH Blueglass Interactive AG Tellstrasse 31 CH-8004 Zürich +41 44 542 40 00 info@blueglass.ch www.blueglass.ch LONDON 45 Leather Lane London EC1N 7TJ United Kingdom +44 (0)207 242 0142 info@blueglass.co.uk www.blueglass.co.uk www.blueglass.co.uk @kevgibbo Kevin Gibbons Managing Director kgibbons@blueglass.com

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