My presentation for the SearchMetrics Paris Visibility event on 13 November 2014. Optimizing your Content Marketing for 2015 and Beyond. How about we focus on "Beyond" as we're a little late on a Content Calendar for 2015? And how about just focusing on essentials: ideas, distribution, results. This document is an extract. The real presentation is more fun :-)

1. Content
Marketing
2015 & Beyond
Anders Hjorth

2. WHERE IS THIS?
2

3. WHO IS THIS?
3

4. 4
The Key to Digital Marketing
in 2015?

5. “What is the most resilient parasite? Bacteria?
A virus? Intestinal worm?”
“An idea. Resilient…
highly contagious.”
“Once an idea takes hold of
your mind, it is almost
impossible to eradicate. An
idea that is fully formed, fully
understood - that sticks…”
Dominic Cobb, Extractor
Inception (2010)
Warner Bros. Pictures

6. 6
Optimizing your Content Marketing
for 2015 and Beyond

7. x
SEO used to be like this
7
SEOs corner
“backlinks to optimized contents”
SEO: Optimise to the
maximum potential
Y backlinks
X Contents
Contents
Backlinks

8. 8
SEO Engagement
Engagement
SMO Engagement

9. 9
Contents
Backlinks
Engagement
SEOs corner
“backlinks to optimized
contents”
x
x
SMOs corner
“engaging contents”
Finding the
Content
Marketing
Corner
x
Target spot for the content
marketer

10. 10
Idea
Creation
Publication
Distribution
Amplification
Optimization
Extension
Report
ideas
distribution
results

11. Cinema / cult
Nostalgia
Technology
Trends
Statistical
Insights
Societal
Trends
User
behaviour
Event-driven
Futuristic
Staging
DYI
Do it yourself
Content Idea generator

12. Test your content
ideas for their potential
12
Use tools

13. 13
Generate and evaluate content ideas:
Competition? Engagement? Volume?

14. 14
DISTRIBUTION
IDEA
COPY
IMAGE
DISTRIBUTION
VIDEO
DISTRIBUTION
DISTRIBUTION
DISTRIBUTION
Distribution
http://www.businessinsider.com/oh-hi-becky-
farmville-tweet-goes-viral-2014-7

15. 15

16. Success in Content Marketing is not a question of
16
MORE content but of BETTER content

17. 17
PLOT: “France exits the €. What happens next?”

18. 18
COGENERATION on a
large scale
www.anarchy.fr
Thursdays 22.50 France4
The audience proposes
the scenario for the 5
heroes and can propose
additional characters

19. Cogeneration drives engagement and distribution
19

20. 20
Content
marketing 2015
Inception
ideas that stick
If you can’t improve the silence…
quality over quantity
Powerful distribution
Short & long-term results
Cogeneration
pre-book engagement

21. Thanks
21
Anders Hjorth
anders@aznos.com
Aznos – Content Marketing agency
Part of BDBL MEDIA
+33 1 58 05 39 10
@soanders
@AznosFr
www.aznos.fr
www.bdbl-media.fr