GUARANTEE	  POSITIVE	  ROI	  FROM	  YOUR	  CONTENT	  Tips	  and	  Tac*cs	  to	  Grows	  Profits	  Simon	  Penson	  Zazzle	 ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Because	  no	  one	  wants	  to	  be	  that	  guy…	                     ...
London|	  18–21	  February	  2013	  |	  #SESLON	  What	  are	  we	  trying	  to	  do?	  CREATETARGETEDAUDIENCES OFVALUE WI...
London|	  18–21	  February	  2013	  |	  #SESLON	  BUTHOW?                                @simonpenson
London|	  18–21	  February	  2013	  |	  #SESLON	  The	  one	  thing	  you	  need…	                                        ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Actually…the	  two	  things	  you	  need…	                              ...
London|	  18–21	  February	  2013	  |	  #SESLON	  ANDTHATMEANS                                @simonpenson
London|	  18–21	  February	  2013	  |	  #SESLON	  Marrying	  these	  guys…	                                               ...
London|	  18–21	  February	  2013	  |	  #SESLON	  With	  these	  guys….	                                                  ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Slide	  Header	  Here	                                                  ...
London|	  18–21	  February	  2013	  |	  #SESLON	  BUTTHERE ISAWAY                                             @simonpenson
London|	  18–21	  February	  2013	  |	  #SESLON	  ANDHERE’SHOW.                                 @simonpenson
London|	  18–21	  February	  2013	  |	  #SESLON	  Right	  brain	  people…make	  yourselves	  useful!	                     ...
London|	  18–21	  February	  2013	  |	  #SESLON	  
London|	  18–21	  February	  2013	  |	  #SESLON	  Take	  inspiraXon	  from	  mags	                                        ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Steal	  flow	  and	  strategy…	                                          ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Create	  your	  flatplan….	                                              ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Include	  content	  differenXaXon	  for	  ‘flow’	                         ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Think	  semanXc	  relevance…	  
London|	  18–21	  February	  2013	  |	  #SESLON	  Plan	  for	  every	  persona	                                           ...
London|	  18–21	  February	  2013	  |	  #SESLON	  And	  the	  le]	  brain	  clan?	                                        ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Make	  sure	  the	  site	  is	  ‘fit	  for	  purpose’…	            SEARCH...
London|	  18–21	  February	  2013	  |	  #SESLON	  Ensure	  the	  ‘creaXves’	  cover	  off	  every	  touchpoint	         ON ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Mine	  social	  for	  correlaXon	  data…	                               ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Find	  the	  influencers	                                                ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Meld	  ‘their’	  creaXve	  ideas	  into	  an	  editorial	  plan…	       ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Here’s	  what	  it	  looks	  like…	                                     ...
London|	  18–21	  February	  2013	  |	  #SESLON	  HOWWILLPEOPLEFIND IT?                               @simonpenson
London|	  18–21	  February	  2013	  |	  #SESLON	  Use	  tools	  to	  make	  outreach	  more	  effecXve…	                   ...
London|	  18–21	  February	  2013	  |	  #SESLON	   When	  it	  gets	  really	  hard…	  Ø  USE COMPETITOR BACKLINK    DATA...
London|	  18–21	  February	  2013	  |	  #SESLON	  Use	  content	  amplificaXon…	                                           ...
London|	  18–21	  February	  2013	  |	  #SESLON	  SHOWME THEMONEY
London|	  18–21	  February	  2013	  |	  #SESLON	  Know	  what	  you	  want	  to	  measure	                                ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Measure	  on	  page	  value…	                                           ...
London|	  18–21	  February	  2013	  |	  #SESLON	  Measure	  off	  page	  content…	                                         ...
London|	  18–21	  February	  2013	  |	  #SESLON	  How	  long	  will	  it	  take?	                                         ...
London|	  18–21	  February	  2013	  |	  #SESLON	  THANKS.Simon Penson Zazzle MediaDOWNLOAD IT > SLIDESHAREREAD IT > THE ZA...
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SES London 2013

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My deck from SES London covers the content creation and marketing process to help marketers understand how to maximise ROI from their content led marketing activity.

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SES London 2013

  1. 1. GUARANTEE  POSITIVE  ROI  FROM  YOUR  CONTENT  Tips  and  Tac*cs  to  Grows  Profits  Simon  Penson  Zazzle  Media  MD  London|  18–21  February    
  2. 2. London|  18–21  February  2013  |  #SESLON  Because  no  one  wants  to  be  that  guy…   @simonpenson
  3. 3. London|  18–21  February  2013  |  #SESLON  What  are  we  trying  to  do?  CREATETARGETEDAUDIENCES OFVALUE WITHCONTENT.
  4. 4. London|  18–21  February  2013  |  #SESLON  BUTHOW? @simonpenson
  5. 5. London|  18–21  February  2013  |  #SESLON  The  one  thing  you  need…   @simonpenson
  6. 6. London|  18–21  February  2013  |  #SESLON  Actually…the  two  things  you  need…   @simonpenson
  7. 7. London|  18–21  February  2013  |  #SESLON  ANDTHATMEANS @simonpenson
  8. 8. London|  18–21  February  2013  |  #SESLON  Marrying  these  guys…   @simonpenson
  9. 9. London|  18–21  February  2013  |  #SESLON  With  these  guys….   @simonpenson
  10. 10. London|  18–21  February  2013  |  #SESLON  Slide  Header  Here   @simonpenson
  11. 11. London|  18–21  February  2013  |  #SESLON  BUTTHERE ISAWAY @simonpenson
  12. 12. London|  18–21  February  2013  |  #SESLON  ANDHERE’SHOW. @simonpenson
  13. 13. London|  18–21  February  2013  |  #SESLON  Right  brain  people…make  yourselves  useful!   @simonpenson
  14. 14. London|  18–21  February  2013  |  #SESLON  
  15. 15. London|  18–21  February  2013  |  #SESLON  Take  inspiraXon  from  mags   @simonpenson
  16. 16. London|  18–21  February  2013  |  #SESLON  Steal  flow  and  strategy…   @simonpenson
  17. 17. London|  18–21  February  2013  |  #SESLON  Create  your  flatplan….   @simonpenson
  18. 18. London|  18–21  February  2013  |  #SESLON  Include  content  differenXaXon  for  ‘flow’   @simonpenson
  19. 19. London|  18–21  February  2013  |  #SESLON  Think  semanXc  relevance…  
  20. 20. London|  18–21  February  2013  |  #SESLON  Plan  for  every  persona   @simonpenson
  21. 21. London|  18–21  February  2013  |  #SESLON  And  the  le]  brain  clan?   @simonpenson
  22. 22. London|  18–21  February  2013  |  #SESLON  Make  sure  the  site  is  ‘fit  for  purpose’…   SEARCH USABILITY OPTIMISED Remove Understand Mobile, Duplication Journeys Social? @simonpenson
  23. 23. London|  18–21  February  2013  |  #SESLON  Ensure  the  ‘creaXves’  cover  off  every  touchpoint   ON OFF SOCIAL PAGE PAGE @simonpenson
  24. 24. London|  18–21  February  2013  |  #SESLON  Mine  social  for  correlaXon  data…   @simonpenson
  25. 25. London|  18–21  February  2013  |  #SESLON  Find  the  influencers   @simonpenson
  26. 26. London|  18–21  February  2013  |  #SESLON  Meld  ‘their’  creaXve  ideas  into  an  editorial  plan…   @simonpenson
  27. 27. London|  18–21  February  2013  |  #SESLON  Here’s  what  it  looks  like…   @simonpenson
  28. 28. London|  18–21  February  2013  |  #SESLON  HOWWILLPEOPLEFIND IT? @simonpenson
  29. 29. London|  18–21  February  2013  |  #SESLON  Use  tools  to  make  outreach  more  effecXve…   @simonpenson
  30. 30. London|  18–21  February  2013  |  #SESLON   When  it  gets  really  hard…  Ø  USE COMPETITOR BACKLINK DATA VIA COGNITIVESEOØ  AUDIENCEWISE + CRAWLYTICS TO FIND MOST SHAREDØ  USE LONG TERM PERSONAS TO BUILD RELATIONSHIPS @simonpenson
  31. 31. London|  18–21  February  2013  |  #SESLON  Use  content  amplificaXon…   @simonpenson
  32. 32. London|  18–21  February  2013  |  #SESLON  SHOWME THEMONEY
  33. 33. London|  18–21  February  2013  |  #SESLON  Know  what  you  want  to  measure   AGREE KPIS GROW MAP THE BUDGET JOURNEY REVIEW SET UP ROI GOALS @simonpenson
  34. 34. London|  18–21  February  2013  |  #SESLON  Measure  on  page  value…   @simonpenson
  35. 35. London|  18–21  February  2013  |  #SESLON  Measure  off  page  content…   @simonpenson
  36. 36. London|  18–21  February  2013  |  #SESLON  How  long  will  it  take?   @simonpenson
  37. 37. London|  18–21  February  2013  |  #SESLON  THANKS.Simon Penson Zazzle MediaDOWNLOAD IT > SLIDESHAREREAD IT > THE ZAZZLE MEDIA BLOG @simonpenson

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