3 pillars of content marketing: strategy, creativity & promotion

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#SMX @KevGibbo Kevin Gibbons, Managing Director, BlueGlass The 3 Pillars of Content Marketing www.BlueGlass.co.uk

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Page 1: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibboKevin Gibbons, Managing Director, BlueGlass

The 3 Pillars of Content

Marketingwww.BlueGlass.co.uk

Chris Winfield
Hey [email protected] -- might be better to have this be a custom slide that is designed more to highlight your talk (rather than the BG logo taking up 60%) and also have your name on it.
Page 2: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Photo Credit: James Marvin Phelps

Let’s start with the PROBLEM…

Page 3: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Page 4: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Photo Credit: James Marvin Phelps

Oops, not that problem... This one:

Page 5: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Photo Credit: James Marvin Phelps

Getting Your Content Seen is HARD!

Page 6: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

You Need to Stand Out From the Crowd…

You need to fight for attention against:

● 347,222 tweets● 4,166,667 FB likes● 300 hours of

YouTube video

Every single minute!Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book

Page 7: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Photo Credit: James Marvin Phelps

But… What if your content

marketing just “worked”?

Page 8: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

What Does Content Marketing Success Look Like to You?

You have a strategy aligned with your business goals, with a clear plan on how to achieve them...

You produce creative content which your audience loves and attracts more of the ‘right kind’ of prospects (those who buy!)

You earn outstanding coverage from publishers, media and social influencers

You continually increase online revenue via organic search and other channels, to acquire new customers and retain existing ones

Page 9: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

First, You Need To Break Down the Silos...Make sure you create an action plan based on these 3 key pillars of content marketing: 1.Strategy - SEO & content strategy2.Creativity - Outstanding content

creation3.Promotion - Digital PR & social

media coverageBeing aligned in all 3 of these areas is vital in order to hit the sweet spot of content marketing results.

Page 10: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

We Restructured Our Team Around the Content LifecycleTo provide the right mix of the right skillsets and ensure that everyone knows what’s happening throughout the process.Content marketing requires a team approach:

1. Content Strategist

2. SEO Strategist

3. Digital PR Specialist

4. Paid Social Specialist

5. Account/Project Manager

That helps everything to work much more smoothly, everyone understands the brand well and it allows us to have the right skills in place at each stage with a more agile approach towards getting things done...

James Barrass-Banks

Social Media Specialist

Samuel Hurley SEO Strategist

Jacob Roberts-Mensah

Digital PR Specialist

Claudia DoniaProject Manager

Irma HunkelerContent Strategist

Page 11: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Think Bigger - Content Marketing Isn’t a One-Off, You Have to Keep Building On It...

If you have a clear goal from the start, you can start to think bigger with your content marketing.

This is often where things go wrong - don’t get distracted by the shiny new exciting/cool things straight away…

The best results are rarely the big spikes, but those that gradually improve month on month on month.

To achieve this, you don’t need a campaign - you need a strategy to make you a content authority.

Page 12: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Pillar 1: You Need a STRATEGY to Understand Where You Are, Where to Go & How to Get There...Take time to:

● Auditing your existing content to identify strengths & weaknesses

● Analyse your on-site SEO strategy to make sure you have a solid platform to build from

● Build a clear content strategy & editorial calendar to identify keyword and topic gaps.

● Understand your audience - who are they, how do they engage/convert with different topics and types of content?

● Have clear goals & visualise what success looks like - benchmarking the marketplace to report on real business metrics.

Once you have a clear strategy and goals in place, you can start to build your plan of attack...

Page 13: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Pillar 2: Use Your CREATIVITY to Stand Out From the CrowdCreate thought leadership and engaging content to drive awareness from target customers & authority publishers…

The final outcome is to produce great content which can be a powerful tool for driving natural links, large volumes of targeted traffic, audiences and brand advocates.

● Research, research, research - what campaigns have worked well before? What data do you have or can you collect?

● Creative brainstorming - get your thinking caps on to find the right stories your audience love to share.

● Producing outstanding content - create great content which serves the need of the your audience

● Find the right content type for your audience - mix it up, think about how you can have the best impact

● Collaborative feedback process - you need to ensure all content is on-brand, has high impact and is delivered within a timely campaign cycle.

Page 14: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Pillar 3: Generate the PROMOTION to Becomean Authority Within Your Industry

● Build digital PR relationships to get your content featured on some of the most popular publishers within your vertical

● Build an audience to turn your visitors into regular readers

● Target social influencers to maximise the impact and engagement of content campaigns.

● Leverage paid social advertising & content distribution to amplify content visits and engagement.

Creating great content isn’t enough - sometimes it needs a little push…

With a targeted promotion strategy for content campaigns, you can ensure that you maximise coverage, traffic and readership.

Page 15: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

When This All Works Together, This is What You Can Achieve...

Page 16: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

You’re Creating Content Assets to Build An Audience, Not Just Traffic or Links

1. Identify – who is your target audience and where can you find them?

2. Acquire – acquiring traffic to your content, across marketing channels.

3. Nurture – provide content your readers love, in a content hub environment you control.

4. Engage – by providing consistently great content, the goal should be to continually create outstanding & engaging content.

5. Capture – provide useful content upgrades such as free tools, insights, ebooks, reports etc to build your audience.

6. Grow – build real loyalty and advocacy with your readers, which can have a huge benefit in sales further down the customer journey and in scaling word of mouth referrals.

Page 17: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Make Your Customer the Hero,So They Can Do the Talking For You

90% of decisions are made by emotional feeling, not rational.

When people share content, they share it about themselves not you...

Page 18: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Remember, If You’re Scared to Fail, You’re Playing Too Safe & You’ll Lose

● I don’t want to look stupid...● Why would I share all of this

information if people can then copy it…

● What if everyone knows this already...

● My competitors will know everything if I share this…

What people don’t get, is the biggest risk is not doing it!

Page 19: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

This is What Happens When Content Marketing Comes Together

● Strategy: supporting development of a content hub in order to build educational & informational content targeted towards potential customers at an early buying cycle phase.

● Creativity: we built a content strategy focused around key topics, hiring nutritionists & providing authority content writing/visuals.

● Promotion: we secured coverage from 93+ authority health and fitness publishers.

● Result: the end result was a 144% YoY increase in organic search traffic.

Page 20: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Summary

Page 21: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibbo

Start With The End In MindMake sure you know what success looks like and create an action plan based on these 3 key pillars of content marketing:

1. Strategy - Content & SEO strategy

2. Creativity - Outstanding content creation

3. Promotion - Digital PR & social media coverage

This way you can maximise results, by combining data-driven analytical strategy, creative content and authoritative promotion. Securing you authority coverage, links, engagement, traffic and ultimately sales and revenue.

Page 22: 3 Pillars of Content Marketing: Strategy, Creativity & Promotion

#SMX @KevGibboLEARN MORE: UPCOMING @SMX EVENTS

Thank you for listening...

If you have any questions, please tweet or email me:● @kevgibbo● [email protected] ● www.blueglass.co.uk