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Brighton SEO Content Marketing Workshop

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These are the slides from my Content Marketing Workshop, run for the organisers of BrightonSEO. It covers the audience understanding, ideation and the critical content distribution process - including PR, paid social; and native advertising.

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Brighton SEO Content Marketing Workshop

  1. 1. SIMON PENSON / @SIMONPENSON MANAGING DIRECTOR ZAZZLE MEDIA BRIGHTONSEOCONTENT MARKETING WORKSHOP
  2. 2. WELCOME! PART ONE
  3. 3. WHO IS THIS GUY?! Former magazine editor Founder & MD Zazzle Media Experienced content strategist & digital marketer Passionate about specialist audience creation
  4. 4. ZAZZLE IS THE LARGEST DIGITAL CONTENT MARKETING AGENCY IN THE UK Data-informed digital content strategy, creation & marketing agency which develops valuable brand audiences through search and social.
  5. 5. “HANDS ON, STEP-BY-STEP WALK THROUGH OF THE ZAZZLE PROCESS. WITH REAL EXAMPLES!” TODAY’S PLAN OF ACTION WORKSHOP BACKGROUND & OVERVIEW
  6. 6. 1.  An overview of the wider content process 2.  Hands on experience building a campaign plan YOU’LL WALK AWAY WITH… WHAT YOU WILL LEARN
  7. 7. THE WIDER CONTENT STRATEGY PROCESS PART TWO
  8. 8. PROCESS, MEET CREATIVITY
  9. 9. “CONTENT STRATEGY SITS AT THE HEART OF GOOD CONTENT MARKETING”
  10. 10. OUR CONTENT MARKETING PROCESS WE TAKE A DATA-LED VIEW ON AUDIENCE TO INFORM OUR STRATEGY
  11. 11. ALL GOOD MARKETING STARTS AND ENDS WITH PEOPLE…
  12. 12. AUDIENCE INSIGHT AND DATA ANALYSIS
  13. 13. SOCIAL AUDIENCE INSIGHT We have used RIGHTMOVE as a ‘looky-likey’ audience as yours is not yet big enough to fully analyse without full access. This example data is here just to help you understand the process and we would redo it should we work with you ‘for real’. Here we can see the audience is very female dominated. GENDER SPLITS
  14. 14. SOCIAL AUDIENCE INSIGHT Interesting to see that ‘most of the audience is in the 25-34 bracket. AGE BREAKDOWN
  15. 15. SOCIAL AUDIENCE INSIGHT When looking at relationships we see that most are married. This is likely due to the age breakdown and propensity to need property. RELATIONSHIP STATUS
  16. 16. SOCIAL AUDIENCE INSIGHT This segment looks at where the audience works and we can see a steer towards healthcare and admin. EMPLOYMENT SECTORS
  17. 17. SOCIAL AUDIENCE INSIGHT This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive interest to them including news, travel and tech. OTHER INTERESTS
  18. 18. YOUGOV PERSONA DATA This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive interest to them.. SURVEY DATA CAN HELP SHAPE AUDIENCE UNDERSTANDING ALSO
  19. 19. WHAT DOES YOUR AUDIENCE LIKE? GLOBAL WEB INDEX DATA SETS GIVES US A CLEAR VIEW
  20. 20. PERSONA CREATION
  21. 21. EXAMPLE PERSONAS BUYER BEHAVIOURS AND CONTENT TARGETING Hettie 27 YEAR OLD LIVING WITH FRIENDS SINGLE MARKETING ASSISTANT SPENDS TIME ON LATEST FASHION BUYS WEEKLY FROM MULTIPLE BRANDS Emma 36 YEAR OLD TEACHER MARRIED LIKES NIGHTS OUT WITH COLLEAGUES 2 CHILDREN BUYS ‘SAFE’ FASHION + STAPLES Adam 25 YEAR OLD DESK JOB LIVES WITH GIRLFRIEND LOOKS FOR UNIQUE FASHION WANTS TO STAND OUT NIGHTS OUT FOR DRINKS WITH FRIENDS + CINEMA RESEARCH EVALUATE PURCHASE ATTRACT INTERACT PURCHASE
  22. 22. IDEAS “IDEAS ARE THE LIFEBLOOD OF GOOD CONTENT STRATEGY”
  23. 23. “AIM TO BECOME THE MARKET LEADING ‘MAGAZINE’ IN YOUR SPACE”
  24. 24. CONTENT THEMES INFORM Help and advice in this space is mission critical – both in terms of adding value and also to ensure you are making your customers smarter consumers, which they will thank you for. ENTERTAIN You are not a lifeless brand and happiness is key to your positioning. Portraying this through your content is how you make that ‘come alive and we have concentrated on combining both of these key principles in our ideas. BASED ON PERSONAS & OUR FAMOUS IDEATION PROCESS WHAT PRINCIPLES UNDERPIN OUR IDEAS?
  25. 25. CONTENT TYPES WE CREATE A FRAMEWORK WITH RELEVANT CONTENT TYPES
  26. 26. {INSERT IDEAS}
  27. 27. OUR IDEATION PROCESS THE RESULT OF 15 YEARS OF CONTENT BRAINSTORMING
  28. 28. “THESE ARE PLACED INTO EDITORIAL PLANS BASED ON CONTENT FLOW”
  29. 29. EXAMPLE SCHEMATIC CALENDAR BASED ON PERSONAS & OUR IDEATION AND ‘FLOW’ PROCESSES
  30. 30. HIGHLIGHT THE BIG IDEAS BIG BANG CONTENT DETAIL MASSIVE EBOOK SEE CAMPAIGN PLAN INTERACTIVE MASTERPIECE SEE CAMPAIGN PLAN HUGE SURVEY SEE CAMPAIGN PLAN EXCLUSIVE INTERVIEW SEE CAMPAIGN PLAN
  31. 31. CAMPAIGN PLANNING
  32. 32. START BY ASKING QUESTIONS
  33. 33. WHO WOULD BE INTERESTED IN THIS?
  34. 34. DISTRIBUTION PERSONAS STAT MAN Over 35 Confident Male Likes to be right FOOTBALL FANATIC Around 29 Season Ticket Holder Ardent club fan SOCIAL JOE Around 21 Lightweight Consumer Likes to be first
  35. 35. WHERE DO THEY HANG OUT?
  36. 36. HIGHLIGHT NICHES
  37. 37. WHAT’S THE SELL?
  38. 38. CONTENT EXCLUSIVES EXCLUSIVE ANGLES EXCLUSIVE CONTENT MVP INFOGRAPHICS CLUB PAGES EMBED WITH INFOGRAPHIC SALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS
  39. 39. THE DISTRIBUTION PLAN
  40. 40. “70% OF THE TOTAL BUDGET SHOULD GO ON DISTRIBUTION – THROUGH RESOURCE AND SPEND.”
  41. 41. WE COVER EVERY ANGLE OWNED PROPERTIES PAID MEDIA SOCIAL PLATFORMS EARNED MEDIA
  42. 42. HOW DO WE FIND THE RIGHT SITES?
  43. 43. WE BUILT A TOOL
  44. 44. WE ALSO USE…
  45. 45. CREATE A PROSPECT LIST…
  46. 46. HIT THEM WITH THE EXCLUSIVE ANGLE ‘SELL’
  47. 47. AGREE ON PUBLICATION DATE AND PLAN
  48. 48. WIDENING THE NET
  49. 49. FINDING MORE EYEBALLS
  50. 50. PAID SOCIAL
  51. 51. NATIVE ADVERTISING
  52. 52. PPC, REMARKETING & DISPLAY
  53. 53. EMAIL MARKETING SIGN UP VIA THE FORM IN THE FOOTER OF OUR SITE!
  54. 54. PULLING IT TOGETHER INTO A PLAN
  55. 55. EXAMPLE DISTRIBUTION PLAN Behind this sits the detail of targeting, daily budget by channel, who owns it, prospecting list and so on.
  56. 56. HOW DO WE KNOW IT WORKED?
  57. 57. SKYN – HOW GREY ARE YOU
  58. 58. PR Summary 10+ high metric placements in 2 weeks •  Daily Star •  Metro Radio •  TFM Radio •  SWNS •  London24 •  Ipswich Star •  Women24 •  Made in Shoreditch •  Save The Student •  TNT Magazine •  Inquizitive 1,879,000 Combined average monthly traffic figures for the placement sites Over 2.1k views on Buzzfeed version of quiz THE RESULT
  59. 59. SOCIAL COMMUNITY MANAGEMENT Total Post Likes: 4,303 Total Post Comments: 566 Total Post Shares: 600 Total Engagements (inc. clicks): 12,118 Total Reach: 164,375 Average Post Engagement Rate: 7.4% FACEBOOK ADS Reach: 306,683 Impressions: 441,016 Clicks: 28,009 CTR: 8.264% Actions: 28,734 BEST PERFORMING FACEBOOK AD PROMOTED TWEETS Impressions: 62,165 Clicks: 1,348 CTR: 2.17% Retweets: 28 Followers: 19 Replies: 4 Social THE RESULT
  60. 60. THE RESULT 148% INCREASE IN SEARCH VISIBILITY 232% INCREASE IN SESSIONS 52% REDUCTION IN BOUNCE RATE OVER 10,000 SAMPLE REQUESTS WITHIN THE FIRST WEEK Traffic & Search
  61. 61. AO.COM WASTELESS JOURNEY
  62. 62. SUPPORTING CONTENT FEATURE ARTICLES BLOGGER CHALLENGES INFOGRAPHICS
  63. 63. PR Summary 82+ high metric placements including •  Daily Mail (inc. homepage) •  Mirror.co.uk •  Metro Radio •  TFM Radio •  Yours •  London24 •  MNN •  Money Magpie •  Life hacker •  TNT Magazine 433,000,000 Combined average monthly traffic figures for the placement sites THE RESULT
  64. 64. THEEND
  65. 65. DOWNLOAD OUR TEMPLATES… ZAZZLEMEDIA.CO.UK/RESOURCES
  66. 66. KEEP IN TOUCH… TWITTER: @simonpenson EMAIL: simon.penson@zazzlemedia.co.uk SLIDESHARE: http://www.slideshare.net/simonpenson

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