Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

1. Evolution of Content Marketing
KEVIN GIBBONS
BLUEGLASS.CO.UK
@KEVGIBBO

3. Google hates old-school SEO & link building

4. Scaled quality content works

5. Google has more signals on quality/authenticity
than ever

6. Quick warning:
Content marketing isn’t always the answer…

7. People are still making basic mistakes
(this much content can never all be high quality!)

8. Tactics get over-saturated

9. It’s not about sharing content with your mates

10. It’s not just about creating a buzz

11. It’s not about throwing stuff against the wall

12. And not everything is going to be a winner

13. Don’t rush straight in…
Think about what you want to achieve

14. Successful campaigns require a sustained
content strategy (not 1 infographic!)

15. Without clear goals, how do you know what
content success looks like?

16. Build a Strategy to set clear goals & objectives
•
•
•
•
•
Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…

17. Great content isn’t produced in a silo

18. Getting things done is the biggest ranking factor –
get everyone involved!

21. Measure everything!

22. Make sure your
content influences the
right goals & targets
• Editorial calendar around key
events
• 50 natural links to target URL
• 215 Facebook likes, 62 Tweets
• Drove “Australian Open Tennis
Tickets” to #4 in Google

23. Translated & promoted
infographic across 12 countries:
Generated high quality links &
social shares from authority
publications

24. We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Europe
for top target keyword groups
http://fiz-x.com/how-to-make-a-lightsaber/

26. Resonate with current & potential customers

27. Identify your audience & key influencers

28. Create a solid strategy to integrate all channels

29. Think more consumer-led & data-driven content –
what do your users want to see more of?

30. Tell your brand story to a targeted audience

31. Engage with social influencers

32. Influence sales at consideration buying phase

33. Build your brand reputation & online authority

34. Be useful, insightful, creative, funny or topical
http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/

35. Be agile

36. Be prepared to adapt

37. Don’t admit defeat!

38. Be remarkable…
http://www.ted.com/talks/kid_president_i_think_we_all_need_a_pep_talk.html

39. For best outreach results, you need an audience

40. And then do it all again…
Using iterative & agile campaigns to target key opportunities
http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

41. The best campaigns aren’t content marketing –
it’s brand building!
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg

43. Key Takeaways
1. Content marketing isn’t a one-off, it requires a sustained &
iterative effort
2. Don’t just create content for the sake of creating a buzz –
tie it into your overall marketing strategy & goals
3. Find what works well for your audience & do more of it!
4. Measure the impact to prove the value
@KevGibbo

44. KEVIN GIBBONS
KGIBBONS@BLUEGLASS.CO.UK
@KEVGIBBO
BLUEGLASS.CO.UK