1. Content Marketing
Move beyond traditional SEO by
leveraging your company’s USP
Ian Miller, Search Director
@millerian

2. Hello @millerian
• Ian Miller, Search Director at Crafted Media
• Full service digital agency with a team of 40+
• Dedicated search team spanning
organic SEO, paid media, analytics, social, copy
• Clients across a wide range of industries
crafted.co.uk @craftedmedia

3. “Content Is King”
Bill Gates, Microsoft
1996
crafted.co.uk @craftedmedia

4. Content marketing
“An umbrella term encompassing all marketing formats
that involve the creation and sharing of content in order
to engage current and potential consumer bases”
Wikipedia
crafted.co.uk @craftedmedia

5. What is Content Marketing?
SEO PR
Scale Relationships
Niche research
Site evaluation Brand guidelines
Link acquisition
PR angle
Statistics
Engagement Blogs
Social media updates
Social
Whitepapers
Media
crafted.co.uk @craftedmedia

6. Define your USP 1 2 3 4 5
What sets you apart?
• What is the data that powers your business?
• Create knowledge hubs
• Leverage your clients
• Survey your customers
• Challenge the business
• Create interest
crafted.co.uk @craftedmedia

7. Research target niches 1 2 3 4 5
• Keyword research
• Competitor backlinks
• Google Insights
• Identify influencers
• Engage early
crafted.co.uk @craftedmedia

8. Create assets 1 2 3 4 5
• Don’t skimp on quality
• Create shareable content
• Become a reference
• Consider the audience
• Incite debate
• Regularly review
crafted.co.uk @craftedmedia

9. Launch content 1 2 3 4 5
• Plan ahead
• Give people early access
• Ensure all channels covered
• Combine with traditional PR
crafted.co.uk @craftedmedia

10. Outreach 1 2 3 4 5
• Divide by sector, audience and locality
• Leverage social proof
• Offer bespoke content
• Develop relationships first, links second
• Be persistent
crafted.co.uk @craftedmedia

11. Case Study – reallymoving.com
crafted.co.uk @craftedmedia

12. Case Study – reallymoving.com
• Established 1999
• Over 600 partner companies
• reallymoving.com generated leads for over £44
million of work for their partners in the 12
months to September 2011.
• Leads equivalent to 11% of moving home market
• Strategic partnerships with:
crafted.co.uk @craftedmedia

13. Case Study – reallymoving.com
• Identified need for moving advice
• Over 25 local government links
• Additional distribution through
home improvement communities
crafted.co.uk @craftedmedia

14. Case Study – reallymoving.com
• Mainstream coverage
• Authority outreach
• Localised coverage
crafted.co.uk @craftedmedia

15. Reallymoving.com results
• Implemented end of 2010
– 50% growth in traffic from 10/11
– 25% increase in quotes 10/11
• Excellent organic positions for generic phrases not targeted by SEO
crafted.co.uk @craftedmedia

16. Thank you for listening
Ian Miller
Search Director
ian.miller@crafted.co.uk
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 213222
E. hello@crafted.co.uk
www.crafted.co.uk