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Content marketing has been a buzz word for a couple of years now and SEOs have adopted the discipline as a ‘clean’ way of driving organic performance. However, there are still a lot of misconceptions around content marketing, mainly because marketers still struggle to show an ROI on content marketing activity. Facebook shares, tweets and Pins don’t drive search performance; relevant links, popularity and engagement do, so the objective of your content marketing should be to be useful first and viral second.
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Content Marketing Useful First, Viral Second
Tim Grice – Director of Search @tim_grice
What is
Content Marketing?
“Content marketing’s purpose is to attract and retain
customers by consistently creating and curating relevant and valuable content with the intention of changing
or enhancing consumer behaviour”
Content Marketing Institute
Branding
Trust
Social
SEO
Engagement
Traffic
Revenue
Visibility Content Marketing
Benefits
Why is it so important now?
Google is driving the popularity of content marketing.
We need content for keywords.
He who produces more content can stuff more keywords.
Updating content regularly makes Google love you.
Everyone needs a blog.
All content needs to be unique.
Need to invest in content because I can’t buy links.
We need great content to deliver organic performance.
Content now has to be marketable.
Relevant
User Experience
Fast
Comprehensive
Want
What
…Return to Search
Dwell Time?
“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing
Your website has to be Popular
New Guidelines
New ‘no added value’ manual action lands.
Good content doesn’t need promoting.
Content Marketing directly influences acquisition.
Social is the ultimate measure of success.
Great content means lots of links.
Useful
Call to action
Social
SEO
Target Audience
Traffic
Authority
On Site Content Marketing Success!!
It doesn’t have to meet all objectives.
Brits, Boobs & Botox
Target Audience
Content Marketing Checklist
Target audience
Delivers authority links
On the website
Call to action
Useful ????
What about
SEO?
Went Live
It’s not always about links.
Use paid social seeding. (It’s cheap)
Figure out a way of collecting data.
Find an influencer and get buy in.
