Content Strategy Tips For 2015

Content
Network
Content Strategy
Tips & Tricks
for 2015
Engage Better. Rank Higher.

Table of Contents
• Welcome……………………………………………………………………….. 4
• Content Marketing: How it is changing……..………….…..……….…… 5
• What The Experts Say………………………………………….……………. 9
• Why Content Must Be Qualitative………………………..…………...…. 10
• Our unique Q.U.E.S.T. guide……………………………….……………… 17
• The Rise of Content Marketing…………………………….……………... 19
• Rising Budgets and Spending……………………………….………........ 24
• Strategy and Distribution…………………………………….………........ 30
• Measuring ROI of Content Marketing…………………….……………… 35
• Social Media Platforms……………………………………….………......... 39
• Going Mobile………………………………………………….……………… 47
• Help Is At Hand!................................................................................. 54
• Content Network…………………………………………….…………..….. 55
www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

- Jonathan Perelman of Buzzfeed
“CONTENT IS KING BUT
DISTRIBUTION IS QUEEN
– AND SHE WEARS THE PANTS”


2014 has been an amazing year for ContentNetwork, not only have we over-achieved
our objectives, we’ve more than doubled in size and 2015 is already shaping up to be
another cracker!
Over the past few years we’ve gained invaluable experience helping brands big and
small revolutionize how they source and publish engaging content to share with the
audiences visiting their websites, blogs and social pages.
Welcome

This eBook is aimed to share some of the most valuable tips and tricks we’ve learnt
along the way – combining them with the latest industry statistics – to help
demonstrate exactly what this could mean for your business.
Just like search engine optimization, content marketing and the beneﬁts it can deliver
can be applied to any business serious about online marketing.
But don’t just take our word for it, as you’ll see as you read on, these statistics all
reinforce our belief that;
Charlie McGhee, CEO, ContentNetwork
“The only content strategy that fails, is the one that stops!”

This eBook highlights:
exactly what’s changed in the world of
Content Marketing and which trends are
driving online marketing forward in 2015,
Speciﬁcally we’ll look at:
• How to create and implement a Content Marketing strategy
• The importance of tracking the effectiveness of that strategy
• How to measure your ROI for the greatest impact of your efforts

This ebook will also cover:
• What this all means for Content Marketing in 2015
• How our QUEST guide helps clients keep quality consistent
• How content beneﬁts B2C and B2C in different ways
• How to utilize a social media for content distribution
• The ever growing need to be mobile device compatible

Content Marketing
is currently one of the most
important forms of marketing
for B2C and B2B marketers,
if not THE most important
online marketing activity facing
businesses today.

Much has changed
in the way that search engines, like Yahoo &
Google, favor sites and ﬁlter their audiences
depending on a range of factors including:
• how recent content is
• how long content engages
• how quickly content disengages
• how often content is shared on social media
• how relevant content is to trending search terms

Even the very definition of Content Marketing
has changed significantly in the last year alone :
2013: “The creation and distribution of educational or compelling
content in multiple media formats to attract and or retain customers”
2014: “A strategic marketing approach focused on creating &
distributing valuable and consistent content to attract and retain a
clearly defined audience and drive profitable customer action.”
Source: Content Marketing Institute 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

whattheexpertssay
Creating Quality Content

“You can’t buy engagement, no matter
how much media spend is behind it,
that won’t make it more engaging.”
“Content that has a spark, a bit of
spending, especially in the right place,
will always help fan the ﬂames.”
Adage “So Now You’ve Made Some Content Now What Do You Do With It” By, Tim Peterson
John McCarus, DigitasLBi VP-Social Content Practice Lead

“Google is increasingly promoting criteria that can’t be inﬂuenced by
SEO. A paramount consideration is the quality of the visit: after a user
enters a query and clicks on a link, do they remain on the site or return
to Google? A simple way to maximize the quality of the visit is to have
a wealth of engaging content on the site”
Stephane Levy, Co-Founder of LABELIUM, who specialise in online
marketing and whose clients include global brands like Carrefour,
L'Oreal, LVMH & Pierre & Vacances
SEO Experts


"More and more, quality content is naturally rewarded. Creating rare
and relevant information can be rewarded by Google without
necessarily having to rely heavily on SEO techniques. It seems more
important today to promote content that is qualitative both in its
function as in its form.”
Alberic Guigou, Co-Founder, REPUTATION SQUAD who specialize in
Online Reputation Management and whose clients include global
brands like Axa, Nestle, SEGA & Western Union
Online PR Experts


whatwebelieve

Content Marketing is no longer only about
creating content to attract customers.
Today, we now have the
tools, knowledge & skills
to utilize content marketing to turn customer
acquisition into proﬁtable
customer interactions.

whatweadvise

Q.U.E.S.T. is a checklist ContentNetwork created
to help ensure your content both improves engagement and
search engine rankings. QUEST stands for content that is:
! Qualitative - well written and interesting storytelling
! Unique – Fresh data and exclusive insights
! Engaging – capturing audience attention longer
! Sharable – relevant, more likely to be shared
! Trusted – authoritative information from a reliable source
Creating good content is not only cost effective, with more
companies utilizing content marketing, the need to grow your
own ‘social capital’ simply to compete, has never been greater.


whatthestatssay

70% of B2B marketers are
creating more content than
they did one year ago.
72% of B2C marketers are
creating more content than
they did a year ago.
Source: Content Marketing Institute 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

creating quality content
remains fundamentally important for
any business looking to successfully
attract, engage and retain
online audiences and convert them into
LOYAL customers.

whatistrending
The Rise of Content Marketing

(Clikz.com: Where Is Content Marketing Going in 2015)
As you can see from Google’s trend report reﬂecting the
phrase “Content Marketing,” the ﬁgures show a steady
increase, one that is growing clear into 2015.

40% of Marketing budgets are
going toward content marketing,
according to a survey of 750 marketers
and online publishers conducted earlier
this year.
Not only are marketers focusing on
content marketing but they are
increasing their budgets to do so
more effectively.
Source: Outbrain 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

In the chart to the right you will see that
58% of B2B marketers plan to
increase their Content Marketing
budgets.
Only 1% of B2B marketers plan to
decrease spending and only 8% are
unsure. Which means 90% of B2B
marketers are continuing to put their
capital in Content creation.

60% of B2C marketers plan to increase the
amount they are spending. Those marketers
were asked to rank their own effectiveness.
69% of marketers who feel the least
effective are increasing their spending and even
55% of the most effective are increasing
spending
These increases prove that content marketing
holds a strong and increasing appeal.
The proof is in the numbers.

whatweadvise
Content Marketing Strategy

It is no longer enough to simply create content.
To compete today requires a clear and
coherent Content Marketing Strategy.
Creating such a strategy means deciding
which content will best combine
what you want to say with what
audiences want to consume.

whatthestatssay
Content Marketing Strategy

35% of marketers say they have a
content marketing strategy
48% say they do have a content
marketing strategy but it’s not written
down.
Content Institute: B2B research 2014/2015 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

60% of marketers that do have a documented
strategy rate themselves highly in effectiveness
compared to 32% who only have a verbal strategy.
Starting with a verbal strategy is better than nothing,
but statistics indicate a written one will be more
effective.
Content Institute: B2B research 2014/2015 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

Creating a strategy starts with deﬁning
who you’re creating content for
and what type of content will be of
most interest to them.
Setting goals help measure
the effectiveness
of such tactics.
Content Marketing Institute: 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

Tracking your goals and tactics will help you
identify where clients
are responding
and which methods are less effective.
Implementing calculated changes
will help you meet your goals.
The top 3 initiatives for marketers:
! Better conversion of visitors
! More engaging higher quality content
! Making themselves better storytellers
Content Marketing Institute: 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

whatweadvise
Content Marketing ROI

when it comes to measuring the overall
return on investment
that Content Marketing offers there
are a number of tools at your disposal.
Speciﬁcally, tools like
Google Analytics
enable website’s to both monitor
which pages are engaging
visitors the best, and which
keywords potential customers
are searching on.


Failing to correctly or consistently
use easily available analytical tools to
monitor engagement
or enhance SEO not
only puts your investment in
digital marketing at risk, it also
leaves you wide open to attack from
competitors prepared to
invest time and money
in such activities.

whatthestatssay
Social Media Optimisation

SEM has become a very expensive endeavor, making
Google more than $42 billion every year.
Why did Facebook’s Q1-Q2 proﬁts jump by
60 percent?
Because the associated costs of
distributing content are increasing
and paid social is one of the best ways to do it.
Clikz.com: Where is Content Marketing Going in 2015? www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

“Unless you’ve been
dominating your industry
in the past year, there
are probably several
social media
tools you haven’t
tried yet”
Social Media platforms
distribute content in different ways
to different audiences. Audiences
have therefore become
curators of their own
consumption.
Clikz.com: Where is Content Marketing Going in 2015? www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

whatwebelieve
Social Media Optimisation

Despite there being an increasing amount
of content on the internet,
most of it is bad.
Social media has created a ﬁltering
system to help funnel content to the
right audiences.
Today you need to discern which platforms
your audience is using and what they are looking for.

94% use LinkedIn to distribute
content to a wider audience.
Pinterest quickly increases
the visibility of your products,
essential if you rely on ecommerce
Google rewards businesses that utilize Google+
which is why its usage is up from last year.
Source: Content Marketing Institute www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

Blog / social media posts greater than
1500 words
on average receive:
68% more Tweets and
23% more Facebook likes
than a post that is under 1500 words.
Quicksprout Study 2014 www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

whatweadvise
Search Engine Optimisation

Web pages with 300 words or more
rank higher than web pages with less .
Pages with less than 300 words,
not labeled as “no follow” can and probably
will have a negative impact
on your ranking in organic search results.

.
Going Mobile
Even after you’ve:
- Increased Content Marketing spending
- Documented it in a realistic strategy,
- Utilize social media to distribute it
Failing to produce content suitable for
mobile devices means missing out
on the fastest growing audience.
Can your business really afford not to think
mobile in everything it does?

whatthestatssay
Mobile Internet Usage

34% of mobile internet users go
online mostly using their phones…in place
of other devices such as a desktop or
laptop computers
Not only is mobile usage growing but
mobile spending is increasing rapidly.
Source: Pewinternet’s Mobile fact sheet. www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

In 2012, marketers spent
$4.4 billion
on mobile advertising
in the U.S.
In 2013, that ﬁgure rose to
$8.5 billion;
A ﬁgure that, by 2017, is
projected to quadruple to
$31.1 billion
Source: (CMO Council: 2014) www.contentquality.co.uk+44 (0) 20 8133 5549ContentNetwork

Thankfully, developments such as:
• HTML 5
• Drupal
• Wordpress
help by making it much
easier and affordable
to update your website’s
Content Management System
to be mobile compatible.

More B2B marketers say they are challenged with ﬁnding
trained content marketing professionals
32% this year compared to last years 10%.
42% say multiple times per week or daily.
Source: Content Marketing Institute; 2014/2015)
How often do you publish new content to
support your content marketing program?

The information we’ve provided is not intended overwhelm you with
too much information or statistics. The fact is all evidence indicates
that content can a valuable weapon if employed correctly.
Following and tracking a Content Marketing Strategy, utilizing Social
Media and being Mobile Compatible are all things the majority
businesses know how to approach themselves.
However, the content creation this requires, especially writing, are
time consuming activities, ones that can spiral in terms of costs and
timescales if not handled by a specialist.
Conclusion


Don’t worry – help is at hand!
Content Network
is here to help you
and your business take
advantage of all these
wonderful new platforms
and best practices.

Collaborate securely
with a trusted network of
+500 writers
and start publishing
more content in over
30 languages.
Why use us?

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thanksforreading!
Please get in touch with us here:
www.contentquality.co.uk info@contentquality.co.uk
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+44 (0) 208 133 5549

Content Strategy Tips For 2015

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