A look at how SEO and PR should work together for a successful brand campaign

1. &

2. SEO & PR

4. Why Bronco Chose 10Yetis
Proven track records

5. Why 10Yetis Chose Bronco
Proven track records

6.  Mutual respect
 Play to our strengths
 Coordination between teams
 High levels of communication
 Sharing of information
How we work together…
Content isn’t pushed out without advice from either party.

7. A bit about Brands

8.  Google+
 Google Local
 PPC
 Trust Signals
Are you ticking all the boxes for Google?
Creating a Brand - SEO

9.  Demonstrating thought leadership (white papers)
 Regular and consistent media engagement
 Demonstrating innovation and “first to market”
 Reacting to industry milestones and movements
Are you distinct and recognisable within your sector?
Creating a Brand - PR

10. Why create a Brand
"Brands are the solution, not the problem," Mr. Schmidt said.
"Brands are how you sort out the cesspool.“

11. Open your eyes Eric!

12. Brands are the Problem…oops
Google’s Mr Singhal calls this the problem of “brand
recognition”: where companies whose standing is
based on their success in one area, use this to “venture
out into another class of information which they may
not be as rich at”. Google uses human raters to assess
the quality of individual sites in order to counter this
effect, he adds.

13. Content Marketing

14. You Can’t Make This Stuff Up!
* We think they might have made it up

15. Content Marketing has been around forever! It’s just another
Buzzword!
It is not new, content marketing is just the current buzzword of
marketeers. Similar to "stakeholder engagement" the buzzword of
marketeers in the early 2000's – Andy 10yetis
Content Marketing is just Bullshit – Dave Bronco
Content Marketing = Bullshit!

16.  Article marketing
 Commenting
 Infographics
 Guest posting
What is Acceptable Content
Marketing?
Suggested these are mostly done incorrectly

17. Matt Cutts on Infographics…
Last summer Google’s Matt Cutts said
that he:
...would not be surprised if at some point
in the future we did not start to discount
these infographic-type links to a degree.
The link is often embedded in the
infographic in a way that people don’t
realise, vs. a true endorsement of your
site”.

18. Don’t Believe Everything You Read!
96%!...really?!
That was a 2 person survey
and totally made up!

19. Content isn’t all LOL Cats
But the internet loves a Grumpy Cat

20. Examples of Good Content…
http://www.bbc.co.uk/news/business-15748696

21. Examples of Content…
http://www.bbc.co.uk/news/business-15748696
blog.interflora.co.uk/interflora-
valentines-day-survey-
infographic/
Embed link :
www.interflora.co.uk/category/va
lentines-gifts

22. Examples of Content…
www.interflora.co.uk/category/valentines-gifts

23. What does it take

24.  Interesting?
 Controversial?
 Thought provoking?
So what does it take? Is it…
 Engaging?
 Thorough?
 Data driven?
Know body wants to know what two things they
should put on their fish & chips…

25. Hate Bait
Why women hate me for being
beautiful
www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-
Why-women-hate-beautiful.html

26. Brand Buzz
ASOS yellow dress
www.google.com/trends/explore#q=ASOS%20yellow%20dr
ess&date=today%2012-m&cmpt=q

27. Brand Buzz

30.  Huge piece of work, 20 page white paper.
 Supported with: Embed able interactive infographic, dedicated
landing pages, press release,
 video outlining the top line results, slideshare deck.
Gangnam Style: We did a white paper on how it went viral.
Something Yetis did
Landing page: http://www.10yetis.co.uk/public-relations/index.php?/archives/1587-10-Yetis-
Reveals---How-Did-Gangnam-Style-Go-Viral---The-Viral-Marketing-Playbook.html

31.  Emails added to newsletter DB: 485 (only company addresses
kept, had over 2000 private emails)
 Links to 10Y gained (not sure ;) )
 Brands who have referenced it or used internally (can see from
Slideshare): McDonalds, Adobe, Precise, Ogilvy
Something Yetis did
 Video viewed: 9.5k
 Slideshare views: 18k
 Slideshare "leads": 130
 Coverage secured: Global

32. It has to be relevant to what you do (for SEO)
Death of fag-packet planning/content
-must be well thought out
So, What is the Future For CM?
Fundamentals are still the same:
-use multiple parts of the marketing mix (cross digi platforms)
Will continue to evolve until marketers find a new wanky buzzword

33. Content getting ‘bigger’, more thought out, more multi-platform
More industry partnerships like Bronco and 10Yetis
-Strategic direction and deployment
What we Expect to see…
Rise in hybrid marketers (cross platform skill sets)
Wanky Buzzword: Inbound Growth Content Hacker?

34. Thanks for listening
@davenaylor + @10yetis