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11/7/2013
1
The problem with content
marketing is…
Eileen Brown Amastra Ltd.
http://eileenbrown.wordpress.com
http://twitter.com/eileenb
About.me/eileenb
• 2004
• ZDNet Social business
• @eileenb
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2
Cascade
Creators
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3
Context
Case Study: Search Labs
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• “E-commerce
in Russia
• Natural
search: Top
three
• Backlinks
• SEO boost
• Outreach
• Research
• Hosting
• Data Capture
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• Challenges
Challenges
Content?
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Case Study: Edible
Arrangements
• Simple Website promotion
– Countdown timer
– Hero shot
– Test formats
• Email promotion
– Holiday season
• Raise awareness
– Social mentions
– Ads
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• 8% increase in
same day
orders
• Higher open
rate & Average
order value
Covered
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Consuming
Click throughs
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Case Study: Inside
Out Development
• Four step approach
– Set the principles of
great content
– Focus on three types of
content
– Become the content
sponge
– Promote and support
content
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20% higher clickthrough rate
87% lower opt-out rate
388% more leads generated
H1 2013 results:
• Content-based emails:
– Total emails sent:
1,082,122
– Clickthrough rate: 1.2%
– Opt-out rate: 0.087%
– Share of leads generated:
83%
• Sales-based emails:
– Total emails sent:
2,294,666
– Clickthrough rate: 1%
– Opt-out rate: 0.67%
– Share of leads generated:
17%
Catalyst
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Checklist
• Be the buyer
• Authoritative
• Strategic
• Prolific
• Passionate
• Perform
Social media and brand advice
eileenb@amastra.co.uk 07764 359 905
http://eileenbrown.wordpress.com @eileenb
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