Slides from my presentation at the Festival Of Marketing 2014 (#FoM14) on how to deliver revenue through creative content & SEO. Includes lessons about staying on-brand, being personable and human, and tying back content aims to your business goals and objectives.

1. How To Deliver Revenue
Through Creative
Content & SEO

2. WHAT MAKES
GREAT
CONTENT?

3. Shareable
Personal
FUNNY
controversial
Interesting
Shocking
INSPIRING
unique

4. Great Content?

5. Shareable
Personal
FUNNY
controversial
Interesting
Shocking
INSPIRING
unique
TO
ME!

6. “People don’t read
ads. They read what
interests them, and
sometimes it’s an ad.”
- Howard Gossage

7. GREAT CONTENT SHOULD
STRIKE A CHORD WITH ME!
Even better…
IF IT EVOKES AN EMOTION
IF IT CAUSES A REACTION

8. GOT IT!

9. Lesson 1 – Know Your Goals
∞ What are the objectives?
∞ What ROI do I want
to generate from
this content?
∞ What actions do I want from the content?

10. Lesson 2 – Stay On-Brand

11. Lesson 3 – Think Device
∞ Transmedia
∞ Multi-device
∞ User ‘sessions’
∞ Think platforms

12. Lesson 4 – Be Human
https://www.youtube.com/wa
tch?v=VDcoRFJ4Q9w

13. Lesson 5 – Track the Progress
∞ Make sure you are always tying back to your
initial objectives
∞ Use your learnings to feed into future
campaigns
Objectives Tracking &
Reporting
Optimise

14. Putting It Into Practice

15. Objectives &
Benchmarking
Audience Insights &
Business Information
Content Strategy
& Creation
Channel
Placement
Tracking &
Analysis
Device
Appropriate
The approach…

16. What Are The Goals?
∞ Use content to drive incremental revenue
∞ Leverage existing content
∞ Collaborate across the business
∞ Maximise reach to target audiences and influencers

17. Aim For Cohesive Organisation
Marketing
SEO
Social
Media
Editorial
ProductEmail
PR
Direct
∞ All channels
considered
∞ Better quality
content will be
created
∞ More revenue is
driven from quality
controlled content

18. Bridging Department Content Plans
∞ Calendars exist throughout the business
∞ Map key activity
Marketing
Calendar
Sales
Promotion
Dates
CEO’s
Outlook
Calendar
HR
Resource
Calendar
Press
Calendar
Social
Activity
Roadmap
Digital
Marketing
Tech
Release
Schedule
∞ Face to Face Meetings
∞ Project Manager
∞ Centralised online using
G-Docs

19. Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
PR
Email
Social
Technical
Marketing
Shoots
VM

20. Building A Content Calendar for SEO
June w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
HOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
LONDON STYLE ICONS
BOUTIQUE CHOICE
PLAYLIST SPECIAL
DRESSES GIF SET
BOUTIQUE CHOICE
REASONS TO WEAR
HOLIDAY SPECIAL
BOUTIQUE CHOICE
ITALIAN DESIGNERS
PR SUMMER ANNOUCEMENT PR EVENT LONDON SALE PROMO PRODUCT FOCUS
Email USA SALE
HOLIDAY SHOP
CONCEPT SHOP WOMEN
BRAND FOCUS MEN
FESTIVAL DRESSING
BRAND FOCUS WOMEN
TRENDS ROUND UP
MEN’S SHIRTS
Social SUMMER COMPETITION
BLOGGER EVENT PHOTOS
PINTEREST COMPETITION
Technical
Marketing FASHION BLOGGER EVENT
Shoots MEN’S SUMMER STYLE
BRAZIL – MEN’S
SHOES SPECIAL
VM CONCEPT SHOE –
SPORT LUXE
COLOUR CODES
VINTAGE
High – Link Opportunity,
Relationship Building, Brand
Visibility, Revenue Driver
Mid-Tier – Brand Visibility,
Relationship Building, Visits
Lower – Brand Visibility,
Visits

21. SEO Quality Control
∞ Create an SEO
checklist for each
department
∞ Sense-check any
content is going to
benefit SEO
∞ Will help increase
return from all
areas of the
business
TO BE ACTIONED

22. What content works best for SEO?
∞ Videos
∞ Widgets
∞ Interactive
Infographics
∞ Competitions
∞ Animated GIFs
∞ Hangouts

23. Content Solving Business Problems

24. Creating Content Within Content
∞ What type of content within content works best for SEO?
Blog Link Blog LinkNews Site
Pick Up
Standard Website
Content

25. Creating Content Within Content
∞ What type of content within content works best for SEO?
Standard Website
Content
Creative SEO
Assets
Blog Link Blog Link
Blog Link News Site
Pick Up
News Site
Pick Up
Blog Link
Blog Link

26. Distribution Plan – Reach
∞ Outreach the highest value content to your strongest influencers
∞ It can take months to build a complex relationship network
Content
Outreach to
influencers
Reach
Opportunity
More
likely
pickup =
Better
ROI
Actual
Reach

27. Distribution Plan – Extending The Reach
∞ Use tools and content recommendation engines to promote your content
Spent
$80
FREE!

28. “This collaborative, asset-
based approach generates
over twice the return than
a stand-alone SEO project.”
- Farfetch

29. IN
SUMMARY

30. Summary – Key Takeaways
∞ Know your objectives
∞ Integrate with the wider business
∞ Content should drive a clear return
∞ Your audience = your influencers’ audience
∞ Think device and platform
∞ Be creative – BUT – be human and stay on-brand

31. THANK YOU!
Don’t forget –
Google Hangout next
Thursday 20th
November, 4pm for
any questions!
http://goo.gl/iz016e