Imagine If Your Content Marketing Just ‘Worked’... You have a strategy aligned with your business goals, with a clear plan on how to achieve them. You create content which your audience loves and attracts more of the ‘right kind’ of prospects. You earn outstanding coverage from publishers, media and social engagement. You continually increase online revenue via organic search and other channels. So how can you take your content marketing to the next level? You Need a Clear Process to Combine the 3 Pillars of Content Marketing: Strategy - Content & SEO strategy Creativity - Outstanding content creation Promotion - Digital PR & social media coverage This way you can maximise results, by combining data-driven analytical strategy with creative content and authoritative promotion.

1. The 3 Pillars of
Content Marketing

2. 2
Who is BlueGlass?
We’re an elite team of 40 passionate marketers based in London, Zurich and Tallinn. We’re lean and nimble which means
we can:
● Be selective with who we work with.
● Form close relationships to really understand clients
brands.
● Focus our work efficiently to prioritise based on value.
● Educate our clients by sharing and challenging
ideas.
● Spend time experimenting to improve our creativity.
● Recruit talent with strong experience.
● Go the extra mile to get real, measurable results!

3. Title goes Here
3
Imagine If Your Content Marketing Just ‘Worked’...

4. 4
You have a strategy aligned with your business goals, with a clear plan on how
to achieve them...
You create content which your audience loves and attracts more of the ‘right
kind’ of prospects
You earn outstanding coverage from publishers, media and social engagement
You continually increase online revenue via organic search and other channels

5. Title goes Here
5
How Can You Take Your Content Marketing to the Next Level?

6. 6
You Need a Clear Process to Combine the 3 Pillars of Content Marketing...

7. 7
You Need To Break Down the Silos
We restructured our team around the content lifecycle, to provide the right mix of the right skillsets and ensure that everyone
knows what’s happening throughout the process.
Nadjaha
Project Manager
Chelsea
Account Director
Rob
Content Strategist
James
Social Media Specialist
Sam
SEO Strategist
Jacob
Digital PR Specialist

8. 8
Pillar 1: Strategy
All great results start with a plan. This could take several forms, but
typically we recommend building the following into a clear plan:
● Content strategy to identify keyword and topic gaps and
opportunities to build into a seasonalised editorial calendar and
roadmap.
● Persona profiling to understand your audience and how they
engage/convert with different topics and types of content.
● SEO analysis to identify and fix any on-site issues to give you
the best possible platform to build upon to maximise organic
search traffic.
● Visualising what success looks like - you need to know what
you’re targeting, so that you can plan on how you’re going to get
there.
Once you have a clear strategy and goals in place, you can start to build your plan of attack...
All great results start with a plan. You need to understand where you are, where to go & how to get there.

9. 9
Pillar 2: Creativity
Create thought leadership and engaging content to drive awareness from target customers & authority publishers… YOU
NEED TO STAND OUT FROM THE CROWD.
The final outcome is to produce great content which can be a powerful tool for driving natural links, large volumes of targeted
traffic, audiences and brand advocates.
● Research, research, research - what campaigns have worked well
before? What data do you have or can you collect?
● Creative brainstorming - get your thinking caps on to find the right stories
your audience love to share.
● Producing outstanding content - create great content which serves the
need of the your audience
● Find the right content type for your audience - mix it up, think about how
you can have the best impact
● Collaborative feedback process - you need to ensure all content is on-
brand, has high impact and is delivered within a timely campaign cycle.

10. 10
Pillar 3: Promotion
● Build digital PR relationships to get your content featured on
some of the most popular sites within your vertical, generating
powerful coverage from authority publishers.
● Build an audience to turn your visitors into regular readers - this
makes them much more likely to return and become potential
customers and brand advocates.
● Target social influencers - specifically target audience personas,
potential customers and influencers to maximise the impact and
engagement of content campaigns.
● Leverage paid social advertising & content distribution - managing
paid channels to amplify content visits and engagement.
Build it & they will come doesn’t exist - you need to make it happen! Creating great content isn’t enough - sometimes it needs
a little push.
With a targeted promotion strategy for content campaigns, you can ensure that you maximise coverage, traffic and readership.

11. Title goes Here
11
What Does Content Marketing Success Look Like?

12. 12
144% YoY Organic Traffic Increase
● Strategy: to firstly remove a historical Google penalty, and then to
build up the sites online reputation via content marketing to mirror
top converting PPC with organic search traffic.
● Creativity: we built a content strategy focused around hiring
nutritionists and providing authority content writing and visuals.
● Promotion: we secured coverage from 93 authority health and
fitness publishers during the year.
● Results: the end result was a 144% increase in organic search traffic
over the 12 months.

13. 13
131% YoY Organic Traffic Increase
● Strategy: built content and SEO strategy to increase organic
search traffic, visibility and revenue.
● Creativity: we created targeted health and fitness content, both
for Better’s site and external publishers.
● Promotion: we ran social advertising and digital PR to secure
coverage from top publishers.
● Results: increased YoY organic traffic by 131% and strengthened
Better’s share as organic market leaders in the UK leisure/gym
sector.

14. 14
67% MoM Organic Traffic Increase
● Strategy: Our target audience is people who have
experienced car maintenance issues, and are looking
to repair common issues with their car.
● Creativity: We interviewed car mechanics to build an
interactive guide demonstrating how to fix common
issues, with an easy-to-use checklist and audio
instructions.
● Promotion: We promoted the content via social
engagement and digital PR coverage to generate
over 3,000 new user signups and coverage across
129 publishers.
● Results: This is a new campaign, which is starting to
secure rankings for the targeted informational queries
at an earlier phase of the buying cycle.

15. Title goes Here
15
Summary

16. 16
Use Your Three Pillars
Make sure you create an action plan based on these 3 key pillars of content marketing:
1. Strategy - Content & SEO strategy
2. Creativity - Outstanding content creation
3. Promotion - Digital PR & social media coverage
This way you can maximise results, by combining
● data-driven analytical strategy
● creative content
● authoritative promotion
Securing you authority coverage, links, engagement, traffic and ultimately sales and revenue.

17. 17
You Need A Long-Term Plan To Become a Content Authority!
Content marketing should never be a one-off, think about how you can really build upon success...
Short Term Mid-Term Long Term
● SEO (Long tail)
● Social Media
Engagement
● Authority links
● Digital PR Coverage
● Referring Traffic
● Content Strategy
● SEO (Competitive
Phrases)
● Category Level Link
Authority
● Email Subscribers
● Social
Followers/Fans
● Thought Leadership
● Platform
● Branding
● Audience
● Traffic
● Authority

18. We would love to help
you with your content
marketing strategy.
BlueGlass
45 Leather Lane
London
EC1N 7TJ
020 7242 0142
london@blueglass.com
www.blueglass.co.uk
@blueglass
Thank you for
listening and feel
free to ask us any
questions in the
roundtables...