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Live 2017 content marketing seminar

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Live 2017 content marketing seminar

  1. 1. Why is Content Marketing Important for Your Business? Presented by: David Whiteley
  2. 2. Agenda • What is Content Marketing? • Why is Content Marketing Important? • The 8-Step Approach • The “Hub” & “Spoke” Model • Content Curation • Case Studies • Some Useful Resources • Questions
  3. 3. What Is Content Marketing? DIGITAL MARKETING SE M SEO CONTENT MARKETING SOCIAL MEDIA VIDEO PRODUCTION EMAIL MARKETING
  4. 4. What Is Content Marketing? • Content marketing is the art of providing relevant, useful content to your customers without selling to or interrupting them. • Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. • Good quality content positons your business as the trusted expert in your industry or niche. • If you deliver consistent, ongoing, valuable information to your customers, they ultimately reward you with their business and loyalty. • This is a “win, win” approach because Google favours websites with high quality content, so you will enjoy both improved rankings and higher conversions! “Content marketing is a marketing technique 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.” (Content Marketing Institute)
  5. 5. Why Content Marketing? • Traditional approaches to SEO either no longer relevant or much more difficult • Google rewards the best and most relevant content • Keywords still important but “Content is King” • Customers now research online before they buy • Good quality, relevant and useful content encourages linking and sharing • Build authority and trust • Win, Win – ranking improvements and increased conversions
  6. 6. The 8-Step Approach 1. Strategy Development Strategy Development Research Content Creation Content Optimisation Content Promotion Content Distribution Link Building Measure Results2. Research 3. Content Creation 4. Content Optimisation 5. Content Promotion 6. Content Distribution 7. Link Building 8. Measure Results Convergence of Search, Social and Content Marketing
  7. 7. Strategy Development • Start by setting measurable objectives (S.M.A.R.T.) • Examples of goals: - Develop and increase your brand awareness - Generate more traffic to your website to create more leads - Enhance your online reputation - Encourage natural links to maximise your rankings - Increase your competitive advantage. • Consider whether your current content fulfils these objectives? • Each piece of content should work towards these objectives and needs to be relevant, timely and engaging • Whilst rankings and visitors are important, the ultimate goal is conversions and sales for your business
  8. 8. Research Generating good content ideas requires research: • Understand needs and what people are searching for • Keyword Research • Trending topics on related websites • What is working for competitors • Social media & news platforms • Google / Bing / YouTube Suggest
  9. 9. Research Generating good content ideas requires research • Understand needs and what people are searching for • Keyword Research • Trending topics on related websites • What is working for competitors • Social media & news platforms • Google / Bing & You Tube Suggest • Google Related • Answer Websites (e.g Yahoo)
  10. 10. Content Creation - Blog articles - Social media posts - Top Lists - Design examples - Press releases - Pricing and costs - Comparison & reviews - Interviews - Webinars & Podcasts - Resource pages - Infographics - Videos - Product pages - Case studies and testimonials - Whitepapers - “How to” guides • The goal is to generate engaging content that positions you as the expert in your industry • Some examples of the types of content that could be created include: According to Hubspot: • Websites that have blogs get twice as many inbound links as websites without blogs • Sites with blogs will get 400% more indexed pages and will see a more than 50% increase in traffic over websites that lack a blog
  11. 11. Content Optimisation • Search Engine Optimisation (SEO) is the process of making your web content friendly for search engines • Some important factors:  Focus on solving people’s problems and helping them to accomplish tasks - by doing this you will make your content highly relevant and are more likely to be rewarded with good rankings  Keywords are still important but copy should be natural  Use keywords in all META tags e.g. Page Title, Page Description, H1 Tags etc  Images and Video can also be optimised  Local Search now offers great opportunities for geographically based businesses  Optimising for mobile users is now essential  Social media profiles also offer optimisation opportunities (e.g. profiles)
  12. 12. Content Promotion Putting the ‘marketing’ in content marketing ….. • Content posted on your website can be promoted by leveraging search and your existing social media interactions • For ideas look at how your competitors are using social media Some options include: • Directly on your website:  Download  Blog / news section • Paid Advertising (e.g. Adwords) • Facebook • Twitter • LinkedIn • Forum participation • Blogger Engagement • Press Releases and media outreach • Email marketing
  13. 13. Content Distribution Whereas Content Promotion is about drawing attention to content on your own website, Content Distibution is about creating and posting content on other channels. • Choose the places that work best for your business – typically this will be where your customers “hang out” • Rather than creating new content, look for ways to more widely distribute content you already have • You can distribute content using:  Social Media  RSS Feeds  Content sharing websites Some examples: • Images – use Pinterest, Instagram, Flickr etc • RSS Feeds – make sure these are enabled on your blog and added to LinkedIn etc • Video – YouTube, Vimeo and Daily Motion • Presentations – Slideshare, MyPlick & Authorstream
  14. 14. Link Building vs Link Attraction • A major contributor to search engine rankings is the number of quality links to your website • With the introduction of the Penguin update by Google traditional approaches to link building have become more difficult • A better approach is link attraction is through high quality content • If you generate awesome content and then promote it, you’re going to attract natural links as the content gets shared • Good content also makes it easier to request links (e.g. bloggers operating in your niche) • Linkworthy content generally gets more links from a variety of sources which is enormously valuable to your rankings and overall success online
  15. 15. Measure Results Its all about return on investment! • Measurement and tracking using benchmarks and goals helps prove content marketing ROI • Google Analytics provides a wealth of data • Things you can track include:  Most popular content  Visitor traffic and time on page  Content downloads  Goal achievement Steps to take:  Define what success means for your content and how to measure it  Establish a timetable for measuring and using web analytics to gather data on activity on your website  Use analytics data to adapt your future strategy for optimum performance
  16. 16. The Hub & Spoke Model Approach: • Create and publish hub content • Create and publish spoke content over the following 2-3 months )
  17. 17. Hub & Spoke Model Possible Hub Content: • How to guides • Whitepapers • Videos • Case studies • Infographics )
  18. 18. Hub & Spoke Model Possible Spokes: • Series of blog posts or videos • Slideshare presentation • Infographic • Articles • Guest posts • Social media posts or tweets • Email shots )
  19. 19. Case Study – www.Calderstone.com • Print Management Business • On-Going Digital Marketing Campaign • Catalogue Production Identified as a Key Product Area • Hub & Spoke Initiative • Catalogue Design Guide • Additional Pages Added • Outcome – Enquiries Increased from 3 in 2016 to 3 per month in 2017.
  20. 20. Find Out More • Resources: - Copy of these slides - Digital Marketing Infographic Visit www.mintcakedigital.co.uk/resources Digital Marketing Infographic • Useful websites: http://contentmarketinginstitute.com/ https://blog.kissmetrics.com/44-content-marketing-resources/ https://contently.com/resources/
  21. 21. Thank You Any Questions?

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