Content marketing is now a core component of digital strategy, and is integral to other areas such as SEO, PR and email marketing. A successful content marketing strategy engages new and existing audiences, and helps you have better conversations with them leading to more loyal customers, sales and profit. Our presentation looks at: - The importance of content marketing’s role in the marketing mix and strategy - How content marketing works in the owned, paid and earned media model - The impact on SEO - How to create a content plan - Measuring content marketing’s success and value

2.  The importance of content marketing in the marketing mix and strategy
 The owned, paid and earned model
 The impact on SEO
 Creating a content plan
 How to measure effectively

4. Content marketing is the strategic
marketing approach of creating and
distributing valuable, relevant and
consistent content to attract and acquire
a clearly defined audience – with the
objective of driving profitable customer
action.

5.  The Furrow has been published by John Deere since 1895.
 Jello published recipe books to encourage use of their products.
 Michelin tyres produced a 400-page guide to car maintenance in the 1900s.

6.  Builds trust
 Not about selling
 Helpful, informative, passes on knowledge
 Positions you as an authority on a topic
 Shared by people that your audience trusts
 Drives audience back to your site
 Enhances and supports SEO strategies

7. Content
Marketing
Place
Price
Promotion
PeopleProcess
Physical
Product

9. Is there a clear plan in
place for its execution?
Do online and offline
work well together?
Is content a defined
part of your existing
strategies?

10.  Content needs to be strategic, valued by the audience and profitable
 Content comes in many forms, not just the written word
 Builds trust and authority
 Needs to be considered in all aspects of the marketing mix

12. Systems and networks you
control for promotion
Activities you pay for to
promote content
Your content that people share

13.  Websites
 Blogs
 Social networks
 Email lists
 Reposting
 Mentions
 Shares
 Reviews
 PPC
 Social
 Retargeting
 Promotion platforms

14. Make content native to
these assets:
 Images and
infographics for social
media – highly
shareable
 Website copy
formatted for the web
 Raise awareness of
content through email
Social media promotion –
Increase engagement
Use social analytics to
understand reach and
engagement
Content promotion
platforms to spread further
online, e.g. Outbrain
Hardest to achieve
Third parties sharing your
content - needs to be
discovered
Helps SEO by building
backlinks and social
signals
Aggregator sites such as
Reddit and Stumbleupon
will drive traffic

15.  All three elements work best when they work together
 Develop content for each element that works best
 Paid promotion is becoming more important for driving earned and owned media

17. Require different website structure At odds with keywords Build poor backlinks

18. “In general, webmasters can
improve the rank of their sites by
creating high-quality sites that
users will want to use and share.”
Webmaster Tools Guidelines
I firmly support the idea that people
should have a diversified way of reaching
their audience.
So if you rely only on Google, that might
not be as strong of an approach
compared to having a wide variety of
different avenues by which you can reach
people and drive them to your website or
whatever your objective is. Head of Webspam, Google

19. Well-structured page:
 Content is a good length – min.300 words,
blog articles 700 words+
 How pages are linked together
 Use of headings – H1s, H2s
 Is it unique?
 How fresh is it?
Site metrics:
 Do users spend a lot of time on the site?
 Do they find it engaging?

22. Hummingbird update in 2013 meant Google uses
social signals as a ranking factor
Look at keyword and content strategy should go
hand-in-hand
Make sure titles, headlines and metadata are
completed and make sense for audiences and
searchengines
Categorise your content – this helps everyone

23.  SEO and content marketing strategy should be mutually beneficial to each
other
 Search engines want high-quality, relevant and easy-to-find content
 Keyword research should always consider content requirements
 Keep your website up-to-date so content is shareable, accurate and well
organised.

25.  Who wants to contribute?
 Meet with them regularly to discuss ideas
 Talk to people around your company
 Generate lots of ideas for a “content bucket”
 What to produce?
 Consider the time of year - what events are
happening?
 How can one piece of content be repurposed
into other content?

28. Not reinventing the wheel
Can drip the content out
over time
Optimise for the medium

29.  Who will produce it
 When it is due
 Keywords it relates to
 Circulate it to all authors
 Social networks
 Paid promotion
 Email newsletter
 Send to relevant clients

30.  Find people who are truly going to commit to producing content
 Regularly share content ideas
 Create a plan with clear deadlines
 Actively promote content – putting it on one or two social networks is not
enough

32. Ways to measure content:
 Brand health
 Marketing optimisation
 Revenue generation
 Operational efficiency
 Customer experience
 Innovation
Report:
http://pages.altimetergroup.com/content-
marketing-performance-report.html

33. BRAND HEALTH
 Engagement
 Audience growth
 Sentiment
 Content performance
 Share of voice
 Influencers
OPERATIONAL EFFICIENCY
 Call deflection
 Cost per post
MARKETING OPTIMISATION
 Referrers
 Email sign-ups
 Dwell time on site
 Cost savings
 Loyalty
 Sentiment
 Influencers
REVENUE GENERATION
 Channel traffic
 Basket size
 Time to purchase
 Popularity
CUSTOMER EXPERIENCE
 Call deflection
 Popularity
 Potential issues
INNOVATION
 Top earners
 Productivity
 Popularity

34. Domino’s Australia – Pizza Mogul:
https://www.pizzamogul.com.au/#!/home
 Customers create a pizza and share it
 Earn money from sales – option to donate
to charity

35. BUSINESS GOAL BUSINESS METRICS &
INSIGHTS
RAW METRICS
Marketing optimisation  Increased content output
 Time to publish
 Reduction in cost per post
 ROI: Revenue, conversions,
leads per £ spent compared to
traditional programmes
 ROI: Revenue conversions,
leads by content unit
 Time-of-day trends; best time
to post
 Top content influencers
 Which topics, brands, platforms
are most successful
 Most active/followed by
campaign, channel, content
unit
 Revenue, conversions, leads by
channel
 Sentiment by channel
 Sentiment by influencer
 Sentiment, re-tweets, likes,
fans, followers, pins by content
unit
 Visit loyalty by content
 Visit loyalty/view/CTR by
channel

36. THE INVESTMENT
 Hours taken to create content
 Other costs, e.g.design
 Overhead costs
Hours + Other costs +Overhead = True investment
THE RETURN
 Average customer lifetime value
 Averageprofit margin
Converted leads x (ACLV xAPM) = True return

37.  There is no one tool that will do it all for you (sorry…)
 Pick a few – too many and you’ll be overwhelmed with data
 Set-up automatic reports where you can to reduceadmin

38.  Create a content metrics dashboard based on business objectives
 Assign internal values to help calculate ROI
 Balance between conversion , quality and customer lifetime value

40. www.minttwist.com
+44 (0)20 7284 9745
hello@minttwist.com
800 Highgate Studios
53-79 Highgate Road
London
NW5 1TL