An introduction to content marketing, opportunities and pitfalls.

2. So…, What is content?
• Your sites core information
• Information which creates
authority or engagement
• A way to create better identity
• A key to off-site relationship
building
• Should be a reflection of your
real world relationships and USP

3. Why Content

4. Why do you need content?
• To be indexed by search engines
• To build your authority
• To support your brands’ message
• To create ‘social buzz’
• To create advocacy
• To rank better

5. Create content for
&

6. The Good
• Well Targeted
• Creative Content
• Writers with Authority
• Ego Baits
• Rich Snippets
• Engagement
• Connecting the dots

7. The Benefits
• Traffic
• Awareness
• Sales / Conversions
• Customer Retention
• ‘Votes’ of authority

8. The Bad
• Content for the
sake of content
• Thin content
• Automated methods
• Content in bad
neighbourhoods
• Poorly targeted
• Poor production

9. The Risks
• Being Penalised
by Google
• Poor Brand perception
• Wasting money
• No rankings
When using bad techniques

10. Align your content with your goals
• Have a strategy
• Start with something
• Measure the impact
• Determine what works
• Be agile

11. Create Brand Advocates

12. Content on your site
• Should reflect news &
developments within
your company
• Should provide useful
information
• Should add value to your
business and your users
• Should be structured in an effective
way to be indexed by search engines

13. Content off your site
• Should be relevant
• Should be on reputable sites
• Should be contextual
• Should link to your site
• Can be via social media

14. One size does not fit all

15. Timing helps
• Where you are publishing and
what time of the day matters
• People engage on different
platforms and devices at different
times of the day
• Content relevant to today can
be of value
• Make the most of your time and
investment - Post great content
less often than more frequent dull
content

16. Content for device
• Consider device type
• Desktop / Mobile / Tablet
• Serve appropriate content
based on user behaviour on each device

17. Content for platform
• Your website
• Other peoples websites
• Social Media
• YouTube

18. Content for targets
• Who do you want to engage?
• What action would you like them to perform?
• Customise appropriately

19. Will it cost?

20. • Your main site content - $1000’s
• Blog posts - $5 to $1000’s
• Link-bait article - $500 to $2000 +
• Info-graphics - $1500 +
• Press releases - $200 - $1000 +
• Tools - $500 +
• Animation - $500 +
• Video $2000 +
• Polls & Surveys $50 +

21. Quality!!

22. Example -Infographic
http://www.cosmosclinic.com.au/wp-content/uploads/coscli/2013/06/Brotox-Cosmos-Clinic.png

23. Example – Ego Bait
http://www.eastcoastcarrentals.com.au/blog/5-australian-travel-bloggers-family-guy-style

24. Example – Competition – Facebook campaign
http://www.jobadvisor.com.au/for_employees

25. • Educational
resources
• Industry Awards
• History
• Top 10’s
• Free stuff
Some ideas for content for the
Printing & Graphic Design industry?
• Templates
• Product information
• Tech Information
• Industry Resources
• Tools
• Facebook ‘apps’

26. • Innovation topics
• Guides – ‘How to’
• Contests & Giveaways
• Polls & Surveys
• Tutorials
• Webinars

27. In summary
• Create good quality content
• Cater towards your market
• Create content you would
want to read or share
• Don’t give in! Content is eternal
• Be different!
• Be real!

28. Thank you!
Connect via @Visual_Alchemy & @dejanseo