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Evolution of Content Marketing
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO
Evolution of Content & Digital Marketing in 2014
Google hates old-school SEO & link building
Scaled quality content works
Google has more signals on quality/authenticity
than ever
Quick warning:
Content marketing isn’t always the answer…
People are still making basic mistakes
(this much content can never all be high quality!)
Tactics get over-saturated
It’s not about sharing content with your mates
It’s not just about creating a buzz
It’s not about throwing stuff against the wall
And not everything is going to be a winner
Don’t rush straight in…
Think about what you want to achieve
Successful campaigns require a sustained
content strategy (not 1 infographic!)
Without clear goals, how do you know what
content success looks like?
Build a Strategy to set clear goals & objectives
•
•
•
•
•

Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…
Great content isn’t produced in a silo
Getting things done is the biggest ranking factor –
get everyone involved!
Evolution of Content & Digital Marketing in 2014
Evolution of Content & Digital Marketing in 2014
Measure everything!
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
Translated & promoted
infographic across 12 countries:
Generated high quality links &
social shares from authority
publications
We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Europe
for top target keyword groups

http://fiz-x.com/how-to-make-a-lightsaber/
Evolution of Content & Digital Marketing in 2014
Resonate with current & potential customers
Identify your audience & key influencers
Create a solid strategy to integrate all channels
Think more consumer-led & data-driven content –
what do your users want to see more of?
Tell your brand story to a targeted audience
Engage with social influencers
Influence sales at consideration buying phase
Build your brand reputation & online authority
Be useful, insightful, creative, funny or topical

http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
Be agile
Be prepared to adapt
Don’t admit defeat!
Be remarkable…

http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html
For best outreach results, you need an audience
And then do it all again…
Using iterative & agile campaigns to target key opportunities

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
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
Evolution of Content & Digital Marketing in 2014
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
KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK

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Evolution of Content & Digital Marketing in 2014

Editor's Notes

  1. *Internal data*
  2. *Internal data*
  3. *Internal data*
  4. *Internal data*
  5. Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033
  6. *Internal data*
  7. *Internal data*
  8. *Internal data*
  9. *Internal data*
  10. *Internal data*
  11. *Internal data*
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