SlideShare a Scribd company logo
TANGENTIAL
CONTENT
CREATING CONTENT
FOR YOUR BRAND
THAT ISN’T ABOUT
YOUR BRAND AT ALL
@Danielle_GoFish
Danielle Boone
danielle.boone@gofishdigital.com
ABOUT
@Danielle_GoFish
WHEN WE THINK OF CONTENT
MARKETING…
Created for
customers
and target
audience
Generates
interest in
your brand
Earns brand
loyalty and
trust
Engages
customers
Drives
conversions
and
nurtures
leads
01 02 03 04 05
WHAT IF WE LEVERAGED THE CONTENT
WE’RE CREATING FOR A DIFFERENT SET
OF OBJECTIVES?
Organic
coverage by
high authority
sites
Exposure
to new
audiences
Brand
recognition
Social
media
virality
02 03 04 05
Quality
backlinks
01
Allow me
to introduce
TANGENTIAL
CONTENT
WHAT IS TANGENTIAL
CONTENT?
• Related to - but not about - your brand or
service
• Has a believable tie-in to your brand
• Minimal branding
Zoom out from your brand. What is most
widely, universally interesting?
CLIENT: CAPRELO
55 pieces of coverage 57 average DA 1.27 M estimated views
RECAP OF OBJECTIVES
Quality backlinks
Organic coverage by high
authority sites
Exposure to new audiences
Brand recognition
Social media virality
Created for customers and
target audience
Generates interest in your
product
Earns brand loyalty and trust
Engages customers
Drives conversions and
nurtures leads
THE PROCESS
01. BRAINSTORM
02. PRODUCTION
03. PROMOTION
THE CLIENT: HOMES.COM
THE PROCESS
01. BRAINSTORM
THE BRAINSTORM
Put multiple heads together
THE BRAINSTORM
Make it current
THE BRAINSTORM
Zoom out from branded topics
THE BRAINSTORM
Know the why
THE BRAINSTORM
Do your research
THE BRAINSTORM
Start with the end in mind
THE BRAINSTORM
Resources
3 EASY WAYS TO BOOST
YOUR CONTENT MARKETING
TEAM’S CREAVITY
HOW TO FIND AMAZING
CONTENT IDEAS ON REDDIT
WHAT WE LEARNED FROM
REDDIT AND HOW IT CAN HELP
YOUR BRAND TAKE CONTENT
MARKETING TO THE NEXT LEVEL
HOW TO DEVELOP YOUR
NEXT BLOCKBUSTER IDEA
THE BRAINSTORM
Use what works
USE WHAT WORKS:
Original data
USE WHAT WORKS:
Maps
USE WHAT WORKS:
Surveys
USE WHAT WORKS:
Timely topics
USE WHAT WORKS:
Pop culture / cult status topics
HOMES.COM BRAINSTORM
Campaign: Best and Worst Places to Make Money on Airbnb
Map - State interest
Universal interest - Interesting to all homeowners or prospective buyers
Topicality - Sharing economy
End in mind - Potentially surprising headlines
THE PROCESS
02. PRODUCTION
PRODUCTION
Quality matters
PRODUCTION
Be able to back up your data
PRODUCTION
Find the newsworthy insights
PRODUCTION
Create a visual asset
THE PROCESS
03. PROMOTION
PROMOTION
Leverage the truly surprising data
PROMOTION
Know your audience
PROMOTION
Winning pitches
PROMOTION
Timing is everything
PROMOTION
Offering the exclusive
PROMOTION
Track your successes… and failures
PROMOTION
The social tie-in
CLIENT: HOMES.COM
46 pieces of coverage 55 average DA 1.02 M estimated views
COMMON
OBJECTIONS
It won’t
make sense
to my clients
or audience
It’s not
related to
my brand
I won’t get
leads
It’s not my
target
audience
I can’t
control the
pickup
01 02 03 04 05
CLIENT: ELITE FIXTURES
83+ pieces of coverage 38 average DA 4.95 M estimated views
CLIENT: VERSUS REVIEWS
200+ pieces of coverage 44+ average DA 2.39 M estimated views
CLIENT: SIMPLE THRIFTY LIVING
125 pieces of coverage 60 average DA 6.89 M estimated views
Danielle Boone
Go Fish Digital
danielle.boone@gofishdigital.com
QUESTIONS
@Danielle_GoFish

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