4. The moment you launch a website, an email
campaign a mobile application or content of
any kind you’re a publisher, shouldn't you start
acting as one?
– Kristina Halvorson, Author,
Content Strategy for the Web

5. Content is why people visit your website.
You need to act and behave more like a
publisher trying to attract and engage
with your audience than a marketing
person trying to sell product.

6. What is content?

7. Why is fresh content important?
 Give search engine crawlers new information to index.
 Gain attention of spiders and robots.
 Demonstrate authority.
 Old content undermines credibility of site.
 Each new page is a new entry point.
 Each new page (with good content) provides a new page that
other sites can link to.
 Improve user experience.

8. What do Search Engines do?

11. Why is content important?
 Content is important because it’s what your visitors engage with.
 It’s also important because
content is what the search
engines are interested in as
well.
Bing is a search engine that finds and
organizes the answers you need so you can
make faster, more informed decisions.

14. Content Strategy
 Decide who your audience is.
 Understand what they want.
 Decide what to communicate.
 Figure out your tone of voice.
 Work out where the content is going to come from.
 Give someone ownership.

15. UGC

17. Where can content come from?
Image: graur codrin / FreeDigitalPhotos.net

18. Where can content come from?

19. Where can content come from?

20. Where can content come from?

21. Where can content come from?

22. Where can content come from?

23. Where can content come from?

24. Where can content come from?
Image: koratmember / FreeDigitalPhotos.net

25. Where can content come from?

26. Where can content come from?

27. Where can content come from?
Fresh Business Thinking is an association of talented professionals who
have a deep understanding of UK small and medium businesses’
considerations and expectations. They thus constantly deliver highly
relevant content, both online and offline, for business owners who
want to keep an edge over their competition. It is always a pleasure for
Microsoft to collaborate with Fresh Business Thinking in events,
editorial content, social media, etc. as it is the assurance of highly
receptive and demanding audience which forces you to excel at your
own contribution.
– Cedric Chambaz, EMEA Marketing Lead - SMB Advertising, Microsoft

28. Where can content come from?

29. Where can content come from?

30. Why do people use the Internet?
Source: Global Web Index, Oct 2010
Graph: simulationltd.co.uk

32. N The Long Tail
U Popular and Specific Search Terms
M
B
E
R
O
F
R
E
S
U
L
T
S
More generic More specific

39. How important is the Internet to your business?
 1.7 billion people online
 1/13th of all humans
 625 million are ‘active’
 That’s a lot of prospects!

40. Organisations invest tremendous resources on
developing the framework for a greater user experience
– fabulous design, robust content management
infrastructure.
Yet when it comes to the content itself, there’s often a
gap. The end result is that the value proposition for
customers can’t be delivered because the content is
insufficient, inadequate, and inappropriate.
– Rahel Bailie, Content Strategist

41. Search engines are tweaking their algorithms to identify content farms
and sites that consist primarily of spammy or low-quality content.
As with everything else in life – if you do it well you’ll be fine – if you
try to cheat or cut corners you’ll be caught and penalised.

42. Content Is King
Content is where I expect much of the
real money will be made on the
Internet, just as it was in broadcasting.
– Bill Gates