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How to Make the World
  See Your Content
      James Perrin
What Is Content Marketing?



   Creating and sharing content to engage with existing
    and potential consumers

   Content marketing can include:
  – Blogs, Infographics, Whitepapers, Videos, Podcasts,
    Webinars, plus much more

   Fundamental to what we do in SEO
  – On-Page Marketing (Website Content)
  – Off-Page Marketing (Inbound Content)

                                                    @Koozai_James
#Brickgate




     Featuring The MailOnline and Samantha Brick
                                           @Koozai_James
#Brickgate




             @Koozai_James
#Brickgate Results


                          5,725 comments

                          218,000 Facebook Likes

                          50,000 Facebook Shares

                          Unprecedented levels of search
                         activity and mentions on Twitter



                     Volume of searches for term ‘Samantha Brick’ on Twitter




                                                                @Koozai_James
Key Characteristics of #Brickgate



   Created something that got people talking and
  sharing – This piece was deliberately provocative.


   They knew their audience – It fitted perfectly with the
  MailOnline’s audience and brand.


   Social Media was key to its success – The story was
  naturally suited to sharing via a social media platform.



                                                    @Koozai_James
#WillItBlend




         Featuring Blendtec and Tom Dickson
                                              @Koozai_James
#WillItBlend Results



  400,000 subscribers to WillItBlend’s YouTube channel

  190 million views of all their videos

  Increased brand awareness

  Retail sales were up 500% in 2008 and 700% in 2009

  Traffic to the site improved by 650%

  Online sales increased five-fold


                                                   @Koozai_James
Key Characteristics of #WillItBlend:


   Created content that tapped into human curiosity -
  WillItBlend shocks us, makes us laugh, entertains us. It’s
  emotive and it works.


   Targeted to their audience – They created actionable
  content off the back of audience’s suggestions. Developed
  key influencers and an audience.


   Engagement with users via social media - Ideas,
  recommendations and requests were sourced from their
  community of followers.
                                                    @Koozai_James
#OldSpiceGuy




      Featuring Old Spice and Isaiah Mustafa
                                           @Koozai_James
#OldSpiceGuy Results:


   More than 35 million views of uploaded videos during
    first week

   309,658 subscribers on YouTube

   284,702,531 video views on Old Spice’s Believe in
    your Smellf channel

   58,000 new Twitter followers

   29,000 new Facebook fans

   A sales increase of over 100% in just one month
                                                      @Koozai_James
Key Characteristics of #OldSpiceGuy


 Created actionable content that tells a story – It had a
beginning, middle and an end to make it memorable.


 Targeted content in the context of community - Used a
variety of social media platforms, most notably YouTube and
Twitter to create content that their community wanted.


 Engaged with their target audience - Old Spice
accomplished this by interacting with real people on a number
of social media platforms.

                                                    @Koozai_James
Create
#Brickgate was deliberately provocative

#WillItBlend was humanistic

#OldSpiceGuy was actionable




                                          @Koozai_James
Target
#Brickgate appealed to women and ‘haterz’
(The Daily Mail’s market)

#WillItBlend and #OldSpiceGuy appealed       to
community of followers and key influencers




                                             @Koozai_James
Engage
#Brickgate was so good, it shared itself. Yet it was
engaged with thanks to trollbait

#WillItBlend and #OldSpiceGuy interacted with the
right people at the right time




                                               @Koozai_James
Create Content


   Ensure it’s actionable,
   humanistic and either
   provocative or useful

Applied example: How to Learn
SEO

Results:

54 Facebook Likes
585 Tweets
83 +1’s
84 LinkedIn Shares
Over 6,500 page views

                                @Koozai_James
Target Your Content


Establish a community of
 followers and identify
     key influencers

Applied example: Guest blog
post

Results:

223 Tweets
7 +1’s
57 LinkedIn Shares
Brand exposure
Strong link towards site

                              @Koozai_James
Engage With Your Community


                 Source problems, questions or issues
                    and create actionable content




Nearly 800 page views to date      Over 1,000 page views
Interacting with key influencers   Started a debate on key issue




 Video watched over 600 times      Over 1,000 views / 100 shares
 Interacting with key brands       Invited a guest author to write

                                                                 @Koozai_James
Your New Content Marketing Plan



1. Identify key influencers and communities

2. Research title ideas

3. Research competitors’ content

4. Create compelling content

5. Promote

6. Analyse and measure

                                              @Koozai_James
James Perrin

       @Koozai_James


       James.Perrin@koozai.com

       /Koozai

       /Koozai
References


http://www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html

http://www.dailymail.co.uk/femail/article-2124701/Samantha-Brick-Daily-Mail-article-everyones-STILL-talking-Twitter.html

http://www.youtube.com/watch?v=lAl28d6tbko&feature=plcp

http://www.verticalmeasures.com/content/viral-marketing-campaign-success-%E2%80%93-behind-the-scenes-at-willitblend/

http://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.html

http://www.slideshare.net/tanmayms/the-old-spice-campaign-case-study

http://www.youtube.com/watch?v=2UmFFJXfHho&feature=relmfu

http://www.clickz.com/clickz/column/1726988/old-spices-teachable-moment-content-marketing

http://www.koozai.com/blog/search-marketing/how-to-learn-seo/

http://www.mpdailyfix.com/five-best-practice-tips-for-business-sms-campaigns/

http://www.koozai.com/blog/search-marketing/how-did-you-get-started-with-seo-or-digital-marketing/

http://www.youtube.com/watch?v=uoYL4tTk4zs




                                                                                                           @Koozai_James

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How To Make The World See Your Content