Three case studies on what makes great content work, with actionable tips that can used on big and small scale content projects. For more information visit http://www.koozai.com.

1. How to Make the World
See Your Content
James Perrin

2. What Is Content Marketing?
 Creating and sharing content to engage with existing
and potential consumers
 Content marketing can include:
– Blogs, Infographics, Whitepapers, Videos, Podcasts,
Webinars, plus much more
 Fundamental to what we do in SEO
– On-Page Marketing (Website Content)
– Off-Page Marketing (Inbound Content)
@Koozai_James

3. #Brickgate
Featuring The MailOnline and Samantha Brick
@Koozai_James

4. #Brickgate
@Koozai_James

5. #Brickgate Results
 5,725 comments
 218,000 Facebook Likes
 50,000 Facebook Shares
 Unprecedented levels of search
activity and mentions on Twitter
Volume of searches for term ‘Samantha Brick’ on Twitter
@Koozai_James

6. Key Characteristics of #Brickgate
 Created something that got people talking and
sharing – This piece was deliberately provocative.
 They knew their audience – It fitted perfectly with the
MailOnline’s audience and brand.
 Social Media was key to its success – The story was
naturally suited to sharing via a social media platform.
@Koozai_James

7. #WillItBlend
Featuring Blendtec and Tom Dickson
@Koozai_James

8. #WillItBlend Results
 400,000 subscribers to WillItBlend’s YouTube channel
 190 million views of all their videos
 Increased brand awareness
 Retail sales were up 500% in 2008 and 700% in 2009
 Traffic to the site improved by 650%
 Online sales increased five-fold
@Koozai_James

9. Key Characteristics of #WillItBlend:
 Created content that tapped into human curiosity -
WillItBlend shocks us, makes us laugh, entertains us. It’s
emotive and it works.
 Targeted to their audience – They created actionable
content off the back of audience’s suggestions. Developed
key influencers and an audience.
 Engagement with users via social media - Ideas,
recommendations and requests were sourced from their
community of followers.
@Koozai_James

10. #OldSpiceGuy
Featuring Old Spice and Isaiah Mustafa
@Koozai_James

11. #OldSpiceGuy Results:
 More than 35 million views of uploaded videos during
first week
 309,658 subscribers on YouTube
 284,702,531 video views on Old Spice’s Believe in
your Smellf channel
 58,000 new Twitter followers
 29,000 new Facebook fans
 A sales increase of over 100% in just one month
@Koozai_James

12. Key Characteristics of #OldSpiceGuy
 Created actionable content that tells a story – It had a
beginning, middle and an end to make it memorable.
 Targeted content in the context of community - Used a
variety of social media platforms, most notably YouTube and
Twitter to create content that their community wanted.
 Engaged with their target audience - Old Spice
accomplished this by interacting with real people on a number
of social media platforms.
@Koozai_James

13. Create
#Brickgate was deliberately provocative
#WillItBlend was humanistic
#OldSpiceGuy was actionable
@Koozai_James

14. Target
#Brickgate appealed to women and ‘haterz’
(The Daily Mail’s market)
#WillItBlend and #OldSpiceGuy appealed to
community of followers and key influencers
@Koozai_James

15. Engage
#Brickgate was so good, it shared itself. Yet it was
engaged with thanks to trollbait
#WillItBlend and #OldSpiceGuy interacted with the
right people at the right time
@Koozai_James

16. Create Content
Ensure it’s actionable,
humanistic and either
provocative or useful
Applied example: How to Learn
SEO
Results:
54 Facebook Likes
585 Tweets
83 +1’s
84 LinkedIn Shares
Over 6,500 page views
@Koozai_James

17. Target Your Content
Establish a community of
followers and identify
key influencers
Applied example: Guest blog
post
Results:
223 Tweets
7 +1’s
57 LinkedIn Shares
Brand exposure
Strong link towards site
@Koozai_James

18. Engage With Your Community
Source problems, questions or issues
and create actionable content
Nearly 800 page views to date Over 1,000 page views
Interacting with key influencers Started a debate on key issue
Video watched over 600 times Over 1,000 views / 100 shares
Interacting with key brands Invited a guest author to write
@Koozai_James

19. Your New Content Marketing Plan
1. Identify key influencers and communities
2. Research title ideas
3. Research competitors’ content
4. Create compelling content
5. Promote
6. Analyse and measure
@Koozai_James

20. James Perrin
@Koozai_James
James.Perrin@koozai.com
/Koozai
/Koozai

21. References
http://www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html
http://www.dailymail.co.uk/femail/article-2124701/Samantha-Brick-Daily-Mail-article-everyones-STILL-talking-Twitter.html
http://www.youtube.com/watch?v=lAl28d6tbko&feature=plcp
http://www.verticalmeasures.com/content/viral-marketing-campaign-success-%E2%80%93-behind-the-scenes-at-willitblend/
http://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.html
http://www.slideshare.net/tanmayms/the-old-spice-campaign-case-study
http://www.youtube.com/watch?v=2UmFFJXfHho&feature=relmfu
http://www.clickz.com/clickz/column/1726988/old-spices-teachable-moment-content-marketing
http://www.koozai.com/blog/search-marketing/how-to-learn-seo/
http://www.mpdailyfix.com/five-best-practice-tips-for-business-sms-campaigns/
http://www.koozai.com/blog/search-marketing/how-did-you-get-started-with-seo-or-digital-marketing/
http://www.youtube.com/watch?v=uoYL4tTk4zs
@Koozai_James