This document discusses whether content marketing is hype or hope. It argues that content marketing requires a sustained strategy, not just one-time efforts. Goals and measurements are important to understand if content marketing is successful. Both quality and quantity of content are important, and content should engage audiences and support branding objectives. An editorial calendar and involvement of different teams can help align content with key events and goals.

1. Content Marketing – Hype or
Hope?
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO

2. BlueGlass UK,
• . • BlueGlass EMEA,
London, England
Zürich, Switzerland
BlueGlass.co.uk
@BlueGlass
@KevGibbo

3. Content marketing can be hype…

4. This much content can never all be high quality

5. Tactics get over-saturated

6. A lot of content will often go unnoticed

7. It’s not just about creating a buzz

8. And it’s not about throwing stuff against the wall

9. Not everything is going to be a winner

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

11. Learn what works & scale quality content

12. But without goals, how do you know if your
content marketing is a success?

13. Set clear goals & objectives
•
•
•
•
•
Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…

14. Great content isn’t produced in a silo

15. Get everyone involved!

18. Measure everything!

19. 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

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

22. Tell your brand story to a targeted audience

23. Resonate with current & potential customers

24. Engage with social influencers

25. Influence sales at consideration buying phase

26. Build your brand reputation & online authority

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

28. For best outreach results, you need an audience

29. And then do it all again!
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

30. 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

32. 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

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