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Content marketing has become widely popular in 2013. But is content really King? Does content matter if it doesn't reach and convince your target audience? Read more on www.sociallyvisual.com
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2013: The year of content?
Today, consumers are savvier than ever
Carrying out extensive research
… before making online purchase decisions
Today’s consumer
Promotional messages
Traditional one-way communication
Today’s consumer
Wants to be educated
Marketing that ‘does’ something
Information discovery and sharing
Traditional marketing talks at people. Content marketing
talks with them.
(Doug Kessler, Creative Director & Co-founder of Velocity)
Google Updates
! Genuinely ‘earn’ attention and visibility
! Adding value for your visitors = Google’s Golden Rule
! Highly relevant and useful content, that answers their problems/needs
By helping your visitors meet their goals, engaging them in a way that they would be
happy to link to and share your content
What happens online….
Today’s Internet world
! Ever-growing amount of information
! Continuously increasing number of channels and technologies
How do we attract and keep users’ attention?
We need to…
What is Content Marketing?
≠ simply creating more content
≠ not just another SEO tactic
≠ poorly informed blogger outreach
What is Content Marketing?
What is Content Marketing?
meaningful and customer-oriented information
useful and engaging for your specific audience groups
encourages them to consider you over a competitor
Quality > quantity
Content marketing goes beyond writing a blog post and publishing…
How do you get anyone to read your content?
What is ‘quality content’?
To effectively reach your target groups, your content should be…
! Relevant and useful
! Add value
! Unique
! Have a clear business purpose
! Simple/easy-to-understand
! Engaging
! Personal
! Easy to find/share
Content is an important part of every online campaign
But is Content ‘King’?
Well, not exactly…
Content is an important tool to tell your stories, reach your customers and
convince them of your
But what is your content if nobody knows of it, if nobody is able to find it, or if they manage to find it also share it?
Content isn’t the goal
We need to tear down the Marketing Silos
Reach and engage your target audience
https://twitter.com/kevgibbo
An ‘Integrated Approach’
Make sure all content is optimised for SEO
Social Media
! To identify key influencers
! To identify content needs
! To increase reach of your content messages
! Set up Google Authorship
! Make all content shareable
Focus on visually engaging content
“90% of information transmitted to the brain is
visual, and visuals are processed 60,000X faster in
the brain than text”
(source: 3M Corporation and Zabisco)
PR
! Creative content is your best PR outreach
! Leverage PR agencies
Analytics
! Identify your most popular content (liked, shared, traffic)
! Seasonality
! Social referrals
Paid
Use paid search to drive traffic to a piece of content
The Digital Team
An integrated whole is bigger than a simple sum of all its parts…
Get in touch
! Twitter: @trooogle
! Google+
! LinkedIn: be.linkedin.com/in/truusheremans
! Pinterest: http://pinterest.com/sociallyvisual
www.sociallyvisual.com
