3. CONTENT MARKETING
The rise of the “Prosumer”
Traditionally the general public has been a
media consumer.
With the rise of Web 2.0
= social media and content creation platforms
The general public are becoming both
producers and consumers of media.
4. CONTENT MARKETING
WHAT IS CONTENT?
• General content
• Newsletters
• Blogs & Articles
• “How To” & F.A.Q
• eBooks
• Video
• Images
• Infographics
• Case Studies
5. CONTENT MARKETING
What your Content should do:
• Inform
• Engage
• Create awareness
• Build relationships
• Convert casual visitors into regular followers
• Refer followers:
• To more information
• To industry organisations
• To the answers if you can’t help
6. CONTENT MARKETING
Why is Content Important?
•
•
•
•
•
Create relationships
Build trust
Make you the authority in your industry
SEO – helps with search engine rankings
You’re producing your own content to share on
social media… and not sharing someone
else's content.
8. CONTENT MARKETING
What is SEO?
• Search Engine Optimisation (SEO) is the process
of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search
engines.
• All search engines have such results, where web
pages are shown and ranked based on what the
search engine considers most relevant.
• Payment isn’t involved, as it is with paid search
ads.
9. CONTENT MARKETING
How Content Marketing Helps your SEO
• Creating regular new content on a topic
of interest that is being shared.
• Keywords are being used regularly &
repeatedly in context.
• Outbound links – From linking to
relevant content in your material.
• Inbound links – Others linking to your
relevant content.
10. CONTENT MARKETING
According to the team at Chickita:
• Sites listed on the first Google search
results page generate 92% of all traffic
from an average search.
• When moving from page one to two, the
traffic dropped by 95%, and by 78% and
58% for the subsequent pages.
11. CONTENT MARKETING
How Content Helps SEO
“This is not something that can or will happen at the
drop of a hat. It requires time and commitment to
building a relationship with influencers and sharing
with them content that is of real value to their
network.”
“Quick SEO, is now firmly in the past.”
David Amerland, search engine expert and author of Google Semantic Search, regarding
Google’s new Hummingbird Algorithm.
12. CONTENT MARKETING
How to improve your Content
• Consistency
• Make it about the customer not YOU!!!
• Use keywords throughout the content – BUT
write naturally, not like a robot.
• Have attention grabbing headlines
• Ask questions
• To generate interaction
• The answers can help you generate new
content ideas too.
• Lead visitors to enquire
13. CONTENT MARKETING
Ideas for Content
• Share industry news
• Report/Comment on industry issues
• Provide answers/solutions to industry
challenges
• Interviews
• Share case studies
14. CONTENT MARKETING
Other uses for Content:
• Media:
- Convert a blog post into a media release
- Show journalists you can comment on the
industry:
- You’re a worthy source and know your subject.
- Already have online links ready
- Trade media and journal submissions
15. CONTENT MARKETING
Content Marketing is not:
• The hard sell.
• Telling potential customers how good your
business is.
• How your product is cheaper/faster/better than
your competition.
• Listing a price for your product/services
• All of the above is advertising.
16. CONTENT MARKETING
Why Content Marketing should not involve
Advertising of any kind:
• Traditional advertising is one way and does not
stimulate long-term engagement
17. CONTENT MARKETING
Case Study: S.E. Rentals
• Began blog Visible Thoughts in January 2013
• Up to page 2 of Google by March
• On to page 1 of Google for specific searches
• Creating B2B vendor equipment finance content
• Using Twitter, LinkedIn, Google+ to share content
and now using Vine for short video.
• SER now has attention of larger funders
• Guest pieces for SMH’s My Small Business Page
18. CONTENT MARKETING
Case Study: Chiropractic Central
• Began blog in August 2013
• Creating & Sharing B2C Chiropractic and
Health content + Event news
• Using Facebook to share content
• On to page 1 of Google for specific searches
• Blog is second most visited page after home
page.
19. CONTENT MARKETING
Things to Consider:
• Your content type
• Research your target demographic
• Make your content marketing strategic
– Create a content calendar
– Make regular updates and stick to your calendar
• Choose your social media platforms wisely
Creating great content
is a waste of time
if no one sees it.
