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How to Make the World See Your Content
James Perrin
@Koozai_James
What Is Content Marketing?
Creating and sharing content to engage with existing and potential consumers
Content marketing can include:– Blogs, Infographics, Whitepapers, Videos, Podcasts,
Webinars, plus much more
Fundamental to what we do in SEO– On-Page Marketing (Website Content)– Off-Page Marketing (Inbound Content)
@Koozai_James
#Brickgate
Featuring The MailOnline and Samantha Brick
@Koozai_James
#Brickgate
@Koozai_James
#Brickgate Results
5,725 comments
218,000 Facebook Likes
50,000 Facebook Shares
Unprecedented levels of search activity and mentions on Twitter
Volume of searches for term ‘Samantha Brick’ on Twitter
@Koozai_James
Key Characteristics of #Brickgate
Created something that got people talking and sharing – This piece was deliberately provocative.
They knew their audience – It fitted perfectly with the MailOnline’s audience and brand.
Social Media was key to its success – The story was naturally suited to sharing via a social media platform.
@Koozai_James
#WillItBlend
Featuring Blendtec and Tom Dickson
@Koozai_James
#WillItBlend Results
400,000 subscribers to WillItBlend’s YouTube channel
190 million views of all their videos
Increased brand awareness
Retail sales were up 500% in 2008 and 700% in 2009
Traffic to the site improved by 650% Online sales increased five-fold
@Koozai_James
Key Characteristics of #WillItBlend:
Created content that tapped into human curiosity - WillItBlend shocks us, makes us laugh, entertains us. It’s emotive and it works.
Targeted to their audience – They created actionable content off the back of audience’s suggestions. Developed key influencers and an audience.
Engagement with users via social media - Ideas, recommendations and requests were sourced from their community of followers.
@Koozai_James
#OldSpiceGuy
Featuring Old Spice and Isaiah Mustafa
@Koozai_James
#OldSpiceGuy Results:
More than 35 million views of uploaded videos during first week
309,658 subscribers on YouTube
284,702,531 video views on Old Spice’s Believe in your Smellf channel
58,000 new Twitter followers
29,000 new Facebook fans
A sales increase of over 100% in just one month
@Koozai_James
Key Characteristics of #OldSpiceGuy
Created actionable content that tells a story – It had a beginning, middle and an end to make it memorable.
Targeted content in the context of community - Used a variety of social media platforms, most notably YouTube and Twitter to create content that their community wanted.
Engaged with their target audience - Old Spice accomplished this by interacting with real people on a number of social media platforms.
@Koozai_James
Create
#Brickgate was deliberately provocative
#WillItBlend was humanistic
#OldSpiceGuy was actionable
@Koozai_James
Target
#Brickgate appealed to women and ‘haterz’ (The Daily Mail’s market)
#WillItBlend and #OldSpiceGuy appealed to community of followers and key influencers
@Koozai_James
Engage
#Brickgate was so good, it shared itself. Yet it was engaged with thanks to trollbait
#WillItBlend and #OldSpiceGuy interacted with the right people at the right time
@Koozai_James
Create Content
Ensure it’s actionable, humanistic and either provocative or useful
Applied example: How to Learn SEO
Results:
54 Facebook Likes585 Tweets83 +1’s84 LinkedIn SharesOver 6,500 page views
@Koozai_James
Target Your Content
Establish a community of followers and identify
key influencers
Applied example: Guest blog post
Results:
223 Tweets7 +1’s57 LinkedIn SharesBrand exposure Strong link towards site
@Koozai_James
Engage With Your Community
Source problems, questions or issues and create actionable content
Nearly 800 page views to date
Interacting with key influencers
Over 1,000 page viewsStarted a debate on key issue
Video watched over 600 timesInteracting with key brands
Over 1,000 views / 100 sharesInvited a guest author to write
@Koozai_James
Your New Content Marketing Plan
1. Identify key influencers and communities
2. Research title ideas
3. Research competitors’ content
4. Create compelling content
5. Promote
6. Analyse and measure
@Koozai_James
References
http://www.dailymail.co.uk/femail/article-2124246/Samantha-Brick-downsides-looking-pretty-Why-women-hate-beautiful.html
http://www.dailymail.co.uk/femail/article-2124701/Samantha-Brick-Daily-Mail-article-everyones-STILL-talking-Twitter.html
http://www.youtube.com/watch?v=lAl28d6tbko&feature=plcp
http://www.verticalmeasures.com/content/viral-marketing-campaign-success-%E2%80%93-behind-the-scenes-at-willitblend/
http://www.inc.com/articles/201108/5-marketing-lessons-from-old-spice.html
http://www.slideshare.net/tanmayms/the-old-spice-campaign-case-study
http://www.youtube.com/watch?v=2UmFFJXfHho&feature=relmfu
http://www.clickz.com/clickz/column/1726988/old-spices-teachable-moment-content-marketing
http://www.koozai.com/blog/search-marketing/how-to-learn-seo/
http://www.mpdailyfix.com/five-best-practice-tips-for-business-sms-campaigns/
http://www.koozai.com/blog/search-marketing/how-did-you-get-started-with-seo-or-digital-marketing/
http://www.youtube.com/watch?v=uoYL4tTk4zs
