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.

1. Content Marketing
Useful First, Viral Second
Tim Grice – Director of Search
@tim_grice

2. What is
Content Marketing?

3. “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

4. Branding
Trust
Social
SEO
Engagement
Traffic
Revenue
Visibility Content
Marketing
Benefits

5. Why is it so important now?

7. Google is driving the popularity of
content marketing.

9. We need content for keywords.

10. He who produces more content
can stuff more keywords.

11. Updating content regularly
makes Google love you.

12. Everyone needs a blog.

13. All content needs to be unique.

14. Need to invest in content
because I can’t buy links.

15. We need great content to
deliver organic performance.

16. Content now has to be
marketable.

17. Relevant
User Experience
Fast
Comprehensive
Want
What

18. …Return to Search

19. 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

20. Your website has to be Popular

21. New Guidelines

22. New ‘no added value’
manual action lands.

24. Good content doesn’t
need promoting.

25. Content Marketing directly
influences acquisition.

26. Social is the ultimate measure
of success.

27. Great content means
lots of links.

28. Useful
Call to
action
Social
SEO
Target
Audience
Traffic
Authority
On Site Content Marketing
Success!!

29. It doesn’t have to meet
all objectives.

32. Brits, Boobs & Botox

33. Target Audience

34. Content Marketing Checklist
Target audience
Delivers authority links
On the website
Call to action
Useful ????

35. What about
SEO?

36. Went Live

38. It’s not always
about links.

39. Use paid social seeding.
(It’s cheap)

40. Figure out a way of
collecting data.

41. Find an influencer and
get buy in.

42. Tim.grice@branded3.com
@Tim_Grice
Thank You!