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Content Brand PyramidDennis Goedegebuure@TheNextCorner

a marketing framework which has been built on the premise of combining SEO, Content Marketing,Social Media amplification conceptsto get a disproportional amount of media coveragewhich help build brand awareness, product trial, brand loyalty and ambassadorship.

This framework has been built based on the SEO concepts Ive been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.

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@TheNextCornerDirector Global SEO9.5 years at eBayLUMPS FrameworkTFNS - best workHead Global SEO2.5 years at AirbnbCBP FrameworkWall and Chain - best workVP Growth & SEO2+ years at FanaticsLot of work in progressBest work still to come

Dennis GoedegebuureTheNextCorner.net@TheNextCorner

ContentBrandPyramid.com

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LUMPS STANDS FOR

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Links

Meta Tags

Page Content& Elements

Sitemaps

URLLUMPSRelevance

Authority

Discovery

Since started to use LUMPS, the web has changed. Dont get links that easy, so how would you work this now days?

Brand helps you to Get your content shared, Get you linksGets you traffic / business

Worked with JM for 6 months, learned a lot. In front of fridge, what Coke do you pick?

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Base of the Khufu Pyramid & the pyramid of the sun are ~ the same 230 meters. Pyramids and the river Nile matched exactly Orions belt in the year 10,000 BC

Start of my interest in pyramids, which resulted in multiple trips to

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Chitchen Itza calendar: Kukulcan4 sides with 91 steps, makes for 364. Top concludes 365

Equinox 2x a year, start of spring & fall

Pyramids are so much more. CalendarsPlace to burry a kingStory telling 5

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And although there might be more interesting stories to be told with a beginning at a pyramid I would like to tell you about an experience I had visiting the pyramids at Teotihuacan 6

@TheNextCornerPresence ContentCreating content to build a presence in the marketAddressing audience need for informationBuilding an audienceGetting foundGet trafficThought Leadership ContentCurating high quality content based on research Building thought leadership and authorityEPIC ContentContent that is so rich & engaging, your customers tell the brand Story on - & offlineEngagingProfitableInformationalCultural relevantSocial AmplificationUse on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly

- Audience moves up higher on the pyramid- Gets emotional connected, - Sharing your content is more likely7

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Neighborhood GuidesNeighborhood GuidesObjectivesBuild a presence on long tail queries to drive SEO traffic, hence bookings in BerlinIncrease brand awareness through trial of the service

Just like in retail marketing, any brand online needs to build a presence first. Your customers will need to be able to find you, before trial can happen and a relationship between the brand and the customer can be established. 8

@TheNextCornerEconomic Impact StudyWall and Chain campaignObjectivesBuild trust & authority through well researched contentAirbnb economic impact studies showing how Airbnb is contributing to different neighborhoods in the cityLinking to the neighborhood guides

Once customers have tried your product, you could build further trust in the brand through authoritative and trustworthy content.

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@TheNextCornerWall and Chain campaignObjectivesGet a disproportional amount of media coverageDrive brand awareness by being part of the cultural conversationBuild a better SEO footprint to drive bookings in BerlinWall and Chain

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SymbolismBird = BeloMan always in the shadow of the WallGirl always has Rousch colored sweaterKey to unlock the chain, has Belo, unlocked from traditional way of travel through Airbnb11

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Amplification through an offline event, with a lot of social media interaction with Hashtag

Random selection of people West/EastNeighborhoods painted on walls in West (local artist)Beer in fridge (Carlsberg) East side, look but no touchLook out tower to wave to EastInstagram photo booth send messages to friends on other side, with #Hashtag included

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Social Amplification

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@TheNextCornerMedia Exposure120 P1 press hits around the world99% positive tone of voiceCultural Conversation2.2% of the conversation around the Berlin Wall celebration# 10th most shared link in Wall universe# 8th most mentioned Twitter handle in Wall conversationSocial EngagementAverage CTR Facebook ads 1.17%Highest CTR: 3.4%

SEO ~800 links within first 2 weeks~4,000 links after 1.5 yearAwardsCreative showcase at The Drum & AdageD&AD Graphite Pencil AwardWebby AwardUS Search AwardEpica Award

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Social Amplificationhttp://www.slideshare.net/wilreynolds/disruption-loyalty-and-the-role-seo-plays-in-customer-lifecycle

Ultimate social amplification is: have one of your industry peers present your campaign at Mozcon in front of ~1500 people.People who do internet marketing for a living, and will be telling your story again, and again16

@TheNextCornerPresence ContentCreating content to build a presence in the marketAddressing audience need for informationBuilding an audienceGetting foundGet trafficThought Leadership ContentCurating high quality content based on research Building thought leadership and authorityEPIC ContentContent that is so rich & engaging, your customers tell the brand Story on - & offlineEngagingProfitableInformationalCultural relevantSocial AmplificationUse on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly

SO that was the Content-Brand pyramid for Airbnb,

Lets have a look how we have used this framework at Fanatics, a company with a long track record, 20 years, but a very low brand awareness Unaided ~2%Aided ~30%

Lets have a look at the online content we have been producing which helps us to build the Fanatics brand.

Besides online, we have made a number of drastic changes in our marketing strategy;New logo & designPackagingMore aggressive PR strategy17

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Fanatics THE brand of the Fan

Why is this working?Products sold by FanaticsPassion of the fan, nostalgiaDemand in search18

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Showcases our unique access to players, and create ultimate fan experiences, while including the product; custom jersey.Using the player for Social amplification

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http://www.slideshare.net/MattSiltala/king-of-the-brand-state-of-search-2016

These pieces didnt go un-noticed, here are two slides Matt Sitala presented at State of Search20

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The Jersey content is a build up to something bigger which is coming later this year, Fanatics Branded jerseys.

NHL replica jerseys are build from the ground up, where we conducted fan interviews to listen what they would like to see in a jersey.

Goes to show the Content-Brand pyramid goes further than just online content to capture SEO traffic, PR or social engagement. It needs to be integrated in the product/company strategy 21

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