The problem with content marketing is still content

1. The problem with
content marketing
is still content
Gareth Dunlop 26.09.2019

2. Hello.
I’m Gareth.
I’VE BEEN A DIGITAL GUY FOR A LONG TIME
I OWN AND RUN UX AGENCY FATHOM
GARETH@FATHOM.PRO
@DUNLOP71

4. 01.
1.
The cliché curseTHE SPECIALISM OF THE DIGITAL INDUSTRY

5. MOBILE
FIRST
DESIGN

6. USER
FIRST
DESIGN

7. DATA
DRIVEN
DESIGN

8. SENSITIVE TO CONTEXT
WITH UNDERSTANDING OF
BUSINESS GOALS AND
ACUTE AWARENESS OF
USER NEEDS, ASPIRATIONS,
FEARS AND OBJECTIVES
FLAVOURED DESIGN

9. CONTENT
IS
KING

10. STUFF
IS
IMPORTANT

11. a type of marketing that involves the
creation and sharing of online material
(such as videos, blogs, and social media
posts) that does not explicitly promote a
brand but is intended to stimulate
interest in its products or services
“
”

12. 02.
2.
Digital currencyMARKETING = RELEVANCE + AUTHORITY

13. BOUGHT
EARNED
OWNED

14. CONTENTMATURITY
IMPACT
damaging
content is of such
low quality it
negatively
impacts your
brand
neutral
content has no
impact on sales
or marketing and
thus is a waste of
time and money
positive
content supports
the sales process
and helps
salespeople win
more deals
persuasive
content motivates
customers to
share and
advocate for your
business
winning
content motivates
strangers to share
and advocate for
your business

15. 03.
3.
Content strategyHOW TO PLAN A WINNING APPROACH

16. Tactics without strategy is
the noise before defeat.
“
”
Sun Tzu

17. Plan the content
1.
• Goals
• Target audiences
• Target buying stages
• Competitor and
comparator review
• Triggers
• Sweet spot
Write the content
2.
• Content audit
• SEO phrases
• Editorial calendar
• Themes
• Media
• Information sources
• Tone + style
Spread the content
3.
• Distribution
• Grow permissions and
leads
• Measurement and testing
• Optimisation

18. GOALS1
2
3
4
5
6
TARGET AUDIENCES
TARGET BUYING STAGES
COMPETITOR AND
COMPARATOR REVIEW
TRIGGERS
SWEET SPOT
O N E
PLANT H E C O N T E N T

19. CONTENT AUDIT1
2
3
4
5
6
7
SEO PHRASES
EDITORIAL CALENDAR
THEMES
MEDIA
INFORMATION SOURCES
TONE AND STYLE
T W O
WRITET H E C O N T E N T

20. T H R E E
SPREADT H E C O N T E N T
DISTRIBUTION1
2
3
4
GROW PERMISSIONS
AND LEADS
MEASUREMENT
AND TESTING
OPTIMISATION

21. 04.
4.
FathomHOW WE USE CONTENT TO SUPPORT SALES

22. OBJECTIVES
To defend against new
entrants, competitor
agencies and the
status quo
1
To establish Fathom
as the UX thought leader
in Northern Ireland and a
premium provider across
GB and Ireland
2
To increase web traffic
by 20% year on year
3

24. RESEARCH

26. STRATEGY AND TACTICS
Targeted
audiences6Distribution
channels7
Fathom has crafted a
bespoke style guide
and tone of voice
that is consistent with
our brand.
Unique
Our content is created by our team of
experts and includes a range of topics:
UX, psychology, data analytics, editorial
and communications, marketing, web
accessibility and more.
Team contributions
Publications each
month
We also post write-
ups from events and
mentions in the press
4

27. Some examples of our team’s work
The UX of cities UX strategyTeam processes Moving to a career in UX Events
Content strategy
Andy drives our
content strategy as a
central part of his
marketing role.
Other media
Matt writes specialist
content on UX research and
psychology, and also takes
care of video and
photography.
https://www.fathom.pro/blog/

28. Women in tech

29. Distribution channels

30. Strong
engagement
Our blog receives a generous amount of
likes, comments and shares from our peers
in the local digital industry when published
on LinkedIn, and is consistently the content
with the highest click-thru rate in our
monthly newsletter Immersion.

31. Viral Tweet
View tweet >>
https://twitter.com/
Fathom_UX/status/
1057278999305641985

33. OUTCOMES
• BIMA Directors Dinner, Liverpool
• 3XE Conference, Dublin
• Practical Digital, Bucharest
• UX Cambridge
• UX in the City, Manchester
• UX Scotland
Speaking
invitations
Just some of the events
we have spoken at as a
result of our blog content
Belfast, Dublin, Edinburgh, Glasgow,
Manchester, Leeds, Brussels,
Amsterdam, Stockholm, Copenhagen,
Bangalore.
Global UX training
opportunities
Lead generation
Some of the clients we have worked with
through the impact of our blog content
Since launching our new content strategy in Dec 2018…
Visitors are spending an
average of 00:01:29 on our
blog pages (up from
00:01:00)
+50%
Pageviews on blogs have
increased from 700 to 849
+21%
The avg. session
duration of visitors
arriving from social
channels and landing on
blog pages has
increased from 00:00:14
to 00:01:24
+500%
The number of users
arriving from social
channels and landing on
blog pages has
increased from 2 to 96.
That’s a 4,700%
increase!
+94
2019 success Figures from 1 Dec 2018 – 11 Feb 2019 compared to the
same period 12 months ago

34. 05.
5.
TakeawaysCONCLUSIONS AND ACTIONS

35. Get into
the detail
1.
Relevance
+ authority
= currency
of the
internet
2.
Plan your
content
3.
Write your
content
4.
Distribute
your
content
5.

36. Thank you.
Gareth Dunlop
@dunlop71
www.fathom.pro
gareth@fathom.pro