Presentation given by Kirsty Hulse, head of SEO best practice at Linkdex, as part of Full Stack Marketing at the Turing Festival, 21 August 2015.

1. Audience
Segmentation
(to stop our content marketing being )
@kirsty_hulse

2. Content Marketing is kind of a big deal

3. Over 85% of brands are doing it
@kirsty_hulse

4. 2015 B2C Content Marketing Trends
And we spend 25%
of our budgets on it

5. 70% of brands have created more
content this year than they did last year

6. And this is set
to increase
@kirsty_hulse

7. “Content is king and the corporate website
is dead”
@kirsty_hulse

8. Meanwhile...

9. 69% of Britons are closing down
accounts and subscriptions
@kirsty_hulse

10. Only 21% understand if content
marketing has any value
@kirsty_hulse

11. 84% say that “brand awareness” is their
top goal

13. Less than half of those doing it, believe
they’re any good at it
@kirsty_hulse

14. And as a result we’re just creating a
whole lot of...

16. Why?
@kirsty_hulse

17. Low barrier to entry
@kirsty_hulse

18. It builds trust
@kirsty_hulse

19. It’s what
search engines
say we should
do
@kirsty_hulse

20. “It’s the case that if you do enough
excellent, interesting, useful, funny,
compelling stuff [...] your links take care
of themselves.” Matt Cutts, June 2014
@kirsty_hulse

21. “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience
— and, ultimately, to drive profitable customer
action.”
@kirsty_hulse

22. “Content marketing is a strategic marketing
approach focused on creating and distributing
valuable, relevant, and consistent content to
attract and retain a clearly-defined audience
— and, ultimately, to drive profitable customer
action.”
Planning
and Data
Context Audience
Understanding
@kirsty_hulse

23. Low barrier to entry
@kirsty_hulse

24. It builds trust
@kirsty_hulse

25. It’s what
search engines
say we should
do
@kirsty_hulse

28. Clearly Defining Audiences
@kirsty_hulse

29. Who InfluencersWhat Where
Audience
demographics
age, location,
gender
Who are our
audience
influenced by?
Content types,
themes,
interests,
trends
Platforms
@kirsty_hulse

30. Who?

31. GA demographic & interest reports
@kirsty_hulse

32. @kirsty_hulse

35. What?

36. @kirsty_hulse

37. What are your customers doing on social?
@kirsty_hulse

38. @kirsty_hulse

41. People don’t search with keywords
Different people search with intent

42. @kirsty_hulse

43. http://labs.linkdex.com/term-tagger/
@kirsty_hulse

44. Where?

47. Influencers

50. Create audience segments
● Demographic
● Interest types
● Platforms
● Key segment influencers

54. Thank you!