12. But without goals, how do you know if your
content marketing is a success?
13. Set clear goals & objectives
•
•
•
•
•
Raising brand awareness
Improving your SEO and online authority
Building your social audience
Increasing direct sales or leads
etc…
19. Make sure your
content influences the
right goals & targets
• Editorial calendar around key
events
• 50 natural links to target URL
• 215 Facebook likes, 62 Tweets
• Drove “Australian Open Tennis
Tickets” to #4 in Google
20. We tracked and measured all SEO
activity and uplift to prove the
ROI in terms of revenue and
market share uplift across Europe
for target keyword groups
http://fiz-x.com/how-to-make-a-lightsaber/
27. Be Useful, insightful, creative, funny or topical
http://www.convinceandconvert.com/content-marketing-2/5-lessons-from-the-best-example-of-content-marketing-ever/
29. And then do it all again!
http://searchenginewatch.com/article/2255957/Is-Human-Engagement-Googles-New-Ranking-Factor-for-2013
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
30. The best campaigns aren’t content marketing –
it’s brand building!
http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
31.
32. Key Takeaways
1. Content marketing isn’t a one-off, it requires a sustained &
iterative effort
2. Don’t just create content for the sake of creating a buzz –
tie it into your overall marketing strategy & goals
3. Find what works well for your audience & do more of it!
4. Measure the impact to prove the value
@KevGibbo
