Oliver Parsons, Digital Manager, Brooks England Topic: Content Collaboration To Successfully Engage Your Audience - How to create effective content collaborations to drive deeper engagement with customers - How to bring new audiences to your brand - How content can help convert customers - Content as a segmentation tool

1. Oliver Parsons
Driving Change Through Innovation
Birmingham, 16th September

2. Content Collaboration to Successfully
Engage your Audience
B R O O K S E N G L A N D - O L I V E R P A R S O N S

3. O L I V E R
P A R S O N S
D I G I T A L M A N A G E R
B R O O K S E N G L A N D

7. T H E S T O R Y O F
J B B R O O K S

10. W H Y H A S C O N T E N T B E C O M E
S O I M P O R T A N T T O B R A N D S ?

11. • Websites with blogs have 434% more indexed pages
and 97% more indexed links
(Source: Ignite Spot)

12. • Companies with 51 - 100 pages on their website
generate 48% more traffic than those with 50 pages or
fewer
(Source: Hubspot)

13. • Social Media accounts for almost one in every five
minutes spent online, and reaches 82% of the entire
world’s online population, which represents an
audience of nearly 1.2 billion internet users
(Source: Market Community)

14. T H E C H A L L E N G E
F A C I N G B R O O K S

15. B R O O K S E N G L A N D C O N T E N T
C H A N N E L S
• The Brooks Blog
• Social Media
• Video
• The Bulletin
• The Brooks Bugle
• The Brooks Book

16. O U R D I G I T A L E F F O R T S H A D
S T A G N A T E D
• Community was no longer growing
• Engagement was falling
• Key platforms were under utilised or not used at all

17. 0
100,000
200,000
300,000
Yr 1 Yr 2 Yr 3 Yr 4
Brooks Blog Visitors

18. 0
7,000
14,000
21,000
28,000
35,000
2010 2011 2012 2013
Brooks Facebook Community

19. W H A T H A P P E N E D
N E X T …

20. C H A N N E L
S T R A T E G Y
• Created a strategy for each
channel
• Assessed which content
was performing best
• Segmented our audience

21. W H A T M A K E S U P
C O N T E N T ?

23. C O L L A B O R A T I O N & G U E S T P O S T
S T R A T E G Y
• Wider Audience
• Voice of Authority
• Human Stories
• Wider interest than Saddles and Rucksacks

24. T H E B R O O K S
B L O G
A N E W B E G I N N I N G

25. O U R A U D I E N C E ( S )

27. A U D I E N C E H A D
M A T U R E D

29. J U L I E T
E L L I O T T
S H A R E D J O U R N E Y

31. O U R C O R E A U D I E N C E W A N T E D
S O M E T H I N G M O R E
I N F O R M A T I V E

32. J A C K
T H U R S T O N
I N T E L L E C T U A L I N S I G H T S

33. B I K E S N O B
N Y C
C O M I C R E L I E F

34. 0
100,000
200,000
300,000
400,000
500,000
Yr 1 Yr 2 Yr 3 Yr 4 Yr 5
Brooks Blog Visitors

35. C O L L A B O R A T I N G O N S O C I A L

38. T H A T ’ S N O T A L L …

40. R E S U L T S

41. G R O W T H O F A C O M M U N I T Y
• Today Brooks has an online community has increased
by over 200% increase in 2 years
• Mailing list has doubled in size
• The Brooks Blog has returned to growth
• 30% increase in direct sales

42. 0
18,000
36,000
54,000
72,000
90,000
2010 2011 2012 2013 2014 2015
Brooks Facebook Community

43. S U M M A R Y

44. – D H A R M E S H S H A H , H U B S P O T
“Focus on attracting people instead of annoying
them.”

45. • Think like a publisher
• Build a content calendar and publish frequently
• Get on recommendation lists
• Treat the audience as equals
• Measure and improve

46. – G U Y K A W A S A K I
“Provide good content and you will earn the right to
promote your product.”