Presentation delivered at the Digital Marketing Show 2015 by Robert Taylor and Irma Hunkeler, BlueGlass.

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So Long, Silo
Why it’s time to say goodbye
From Inception to Delivery
How To Create A Winning Content Strategy
www.blueglass.co.uk @irmahunkeler
Irma Hunkeler
Head of Content
BlueGlass
Robert Taylor
Content Strategist
BlueGlass

2. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 2
Promoting Content is Getting Harder
It’s tough to stand out from
the crowd when there’s:
● 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
www.blueglass.com@IrmaHunkeler

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So why make it even harder?!
@IrmaHunkeler

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So Long, Silos...
(Why it’s time to say goodbye)

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So recognise that
content marketing
includes search, content,
social and outreach.
A Silo Culture Causes Problems
Source: Teradata 2015 Global Data-Driven Marketing
Survey: Progressing Toward True Individualization
For 80% of marketers, silos
mean they don’t know how
their campaigns are
performing.
@IrmaHunkeler
PROBLEM SOLUTION

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The 4 Branches of the ‘Content Tree’
SEO
Team
Content
Team
- Involve key
target
publishers
- Link building
and digital PR
- Research
what social
influencers are
talking about
- Paid Social
Winning
Content
Campaign
- Content &
technical SEO
Audit
- Keyword
research
- Brainstorming
& Ideation
- Content
Production
Social
Team
Outreach
Team
@IrmaHunkeler

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Inception
What are your goals?

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Where to start?
• Content and technical audit to review the SEO
strengths and weaknesses.
• Keyword research to identify easy wins.
• Create a document with key findings for content
team.
SEO Findings
SEO findings need to be fed into the idea
generation process!
@IrmaHunkeler

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What are you KPIs?
Are you interested in…
… social shares?
… traffic and links to your site?
… audience engagement?
… sign-ups and conversions?
… ROI?
Know Your Campaign Goals
Depending on your goals, your content
creation objectives will change too!
@IrmaHunkeler

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● Social media engagement
● SEO (long-tail)
● Authority links
● Digital PR coverage
● Referring traffic
Short-TermContent Marketing Isn’t a One-Off Campaign...You Need a Strategy!
@IrmaHunkeler

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● Content strategy
● SEO (head / competitive
phrases)
● Page/category level link
authority
● Email subscribers
● Social followers/fans
Mid-TermContent Marketing Isn’t a One-Off Campaign...You Need a Strategy!
@IrmaHunkeler

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Content Marketing Isn’t a One-Off Campaign...You Need a Strategy!
● Platform
● Branding
● Audience building
● Direct traffic
● Domain authority
● Thought leadership
Long-Term
@IrmaHunkeler

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Birth
Ideation & Brainstorming

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Why, How and What
● Why: Why will people want to visit
your site and subscribe to your
content?
● How: How will you target customers
and key personas with content they
want to see, read and share?
● What: What great content can you
create to educate, inform, engage
your target personas and build a real
audience?
www.blueglass.com@IrmaHunkeler

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Brainstorms
The best ideas come when
discussing and exploring as a
group!
A few things to consider:
- Seasonality
- Finding a Niche
- Publishers & Influencers
@IrmaHunkeler

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Research Your Ideas
@IrmaHunkeler

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You’re Not Trying to Just Get Content Seen - Build an Audience
← If you publish this
content, you won’t get
anywhere near as much
traffic...
The best publishers in the
world have one thing in
common: their biggest
content marketing weapon is
their audience!
@IrmaHunkeler

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Growing Pains
Content Production

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● Plug delivery and creation
gaps with a content
calendar.
● Stay organised and on top.
● Comprehensive framework
for audience-building.
Develop A Content Calendar
@IrmaHunkeler

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Be Newsworthy!
● Creating newsworthy content can
boost its exposure.
● Have target publishers in mind
when developing content ideas.
● Harness in-house experts to build
authority and trust.
@IrmaHunkeler

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Use Industry Experts for Industry Insights
@IrmaHunkeler

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If You Don’t Have In-House Experts…
No need to worry - there are
other ways to get expert
advice...
@IrmaHunkeler

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Data Is Key
Use Existing Data Make Your Own Data
@IrmaHunkeler

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Don’t settle for the first draft if it
doesn’t convince you!
You won’t get it right the first time!
The Growing Pains of Content Production
@IrmaHunkeler

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Did You Get Your Content Right?
Does your content fit its
purpose?
Would your main target
publisher like it?
@IrmaHunkeler

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Teenage Years
Outreach & Social
Teenage Years
Outreach & Social

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3 Stages Of Outreach & Social Activity
1.Initial outreach to key
target publisher
Where do you want to be
featured?
2.Main digital PR
Create a list of target
publishers and actively
contact them
● Find industry
relevant publishers,
bloggers and
influencers
3.Great content gets
copied
Link Reclamation
● Simple Google
(Image) Search
● Backlink check for
your placements or
competitors
placements - Majestic
SEO
● Use copyscape.com to
check if someone
copied your content
WWW.BLUEGLASS.COM@IrmaHunkeler

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Great Outreach Tools

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1. Enter keyword.
1. Set filter to ‘Past Week’.
2. Check out who shared
content around the
targeted keyword.
➢ Followers are good,
but engagement
rate is more
important.
Buzzsumo
@IrmaHunkeler

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… but don’t forget about Paid
Social!
• Good content on its own is not
enough anymore!
• Paid social can support your
content and give you extra
exposure.
Outreach is good....
@IrmaHunkeler

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Teenage Years
Outreach & Social
Retirem
Reflect on your cont
Adulthood
Repurpose Your Content

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Teeage Years
Outreach & Social
Offsite Content Requires a Cohesive Plan
@IrmaHunkeler

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Teenage Years
Outreach & Social
Retirement
Reflect on your content

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Reflect on Your Content Campaigns
Learn from past content campaigns to improve future
campaigns!
What worked? What didn’t?
Production
KPIs
SEO
Social
Outreach
Project
management
@IrmaHunkeler

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● The best content teams
work together.
● Ideas and creativity are just
as important as tools.
● Just like life, producing
content can be hard - but
learning from your mistakes
will lead to better results
next time.
In Summary….
@IrmaHunkeler
Birth
Inception
Adulthood
Growing
Pains
Retirement
Winning Content
Campaign

37. TALLINN
Vilmsi 47,
Tallinn 10126
Estonia
+372 56 451 798
info@blueglass.ee
www.blueglass.ee
ZÜRICH
Blueglass Interactive AG
Tellstrasse 31
CH-8004 Zürich
+41 44 542 40 00
info@blueglass.ch
www.blueglass.ch
LONDON
45 Leather Lane
London EC1N 7TJ
United Kingdom
+44 (0)207 242 0142
info@blueglass.co.uk
www.blueglass.co.uk
www.blueglass.co.uk @blueglassihunkeler@blueglass.com rtaylor@blueglass.com
Robert Taylor
Content Strategist
Irma Hunkeler
Head of Content
@irmahunkeler