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Content Brand Pyramid

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A marketing framework which has been built on the premise of combining SEO, Content Marketing, Social Media amplification concepts to get a disproportional amount of media coverage which help build brand awareness, product trial, brand loyalty and ambassadorship.

This framework has been built based on the SEO concepts I’ve been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.

Published in: Marketing

Content Brand Pyramid

  1. 1. Content Brand Pyramid Dennis Goedegebuure @TheNextCorner
  2. 2. @TheNextCorner Director Global SEO - 9.5 years at eBay - LUMPS Framework - TFNS - best work Head Global SEO - 2.5 years at Airbnb - CBP Framework - Wall and Chain - best work VP Growth & SEO - 2+ years at Fanatics - Lot of work in progress - Best work still to come Dennis Goedegebuure • TheNextCorner.net • @TheNextCorner • ContentBrandPyramid.com
  3. 3. LUMPS STANDS FOR @TheNextCorner Links Meta Tags Page Content & Elements SitemapsURL LUMPS Relevance AuthorityDiscovery
  4. 4. @TheNextCorner
  5. 5. @TheNextCorner
  6. 6. @TheNextCorner
  7. 7. @TheNextCorner EPIC Trust Presence Presence Content • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Thought Leadership Content • Curating high quality content based on research • Building thought leadership and authority EPIC Content • Content that is so rich & engaging, your customers tell the brand Story on - & offline • Engaging • Profitable • Informational • Cultural relevant Social Amplification • Use on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly
  8. 8. @TheNextCorner EPIC Trust Presence Neighborhood Guides Neighborhood Guides Objectives • Build a presence on long tail queries to drive SEO traffic, hence bookings in Berlin • Increase brand awareness through trial of the service
  9. 9. @TheNextCorner EPIC Trust Presence Economic Impact Study Wall and Chain campaign Objectives • Build trust & authority through well researched content • Airbnb economic impact studies showing how Airbnb is contributing to different neighborhoods in the city • Linking to the neighborhood guides
  10. 10. @TheNextCorner EPIC Trust Presence Wall and Chain campaign Objectives • Get a disproportional amount of media coverage • Drive brand awareness by being part of the cultural conversation • Build a better SEO footprint to drive bookings in Berlin Wall and Chain
  11. 11. @TheNextCorner
  12. 12. @TheNextCorner
  13. 13. Social Amplification @TheNextCorner
  14. 14. @TheNextCorner
  15. 15. @TheNextCorner Media Exposure • 120 P1 press hits around the world • 99% positive tone of voice Cultural Conversation • 2.2% of the conversation around the Berlin Wall celebration • # 10th most shared link in Wall universe • # 8th most mentioned Twitter handle in Wall conversation Social Engagement • Average CTR Facebook ads 1.17% • Highest CTR: 3.4% SEO • ~800 links within first 2 weeks • ~4,000 links after 1.5 year Awards • Creative showcase at The Drum & Adage • D&AD Graphite Pencil Award • Webby Award • US Search Award • Epica Award
  16. 16. @TheNextCorner Social Amplification http://www.slideshare.net/wilreynolds/disruption-loyalty-and-the-role-seo-plays-in-customer-lifecycle
  17. 17. @TheNextCorner EPIC Trust Presence Presence Content • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Thought Leadership Content • Curating high quality content based on research • Building thought leadership and authority EPIC Content • Content that is so rich & engaging, your customers tell the brand Story on - & offline • Engaging • Profitable • Informational • Cultural relevant Social Amplification • Use on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly
  18. 18. @TheNextCorner
  19. 19. @TheNextCorner
  20. 20. @TheNextCornerhttp://www.slideshare.net/MattSiltala/king-of-the-brand-state-of-search-2016
  21. 21. @TheNextCorner
  22. 22. @TheNextCorner
  23. 23. @TheNextCorner 1. LUMPS 2. Content-Brand Pyramid 3. Visit a Pyramid
  24. 24. Contentbrandpyramid.com

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