Presentation from PMI London conference about how you should be focusing your content marketing on building an audience.

1. Why Audience Building Should Be Your Top
Content KPI
Kevin Gibbons
Managing Director
BlueGlass
www.blueglass.co.uk @kevgibbo

2. WWW.BLUEGLASS.COM
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Between Penguins, Pandas, Pigeons,
Hummingbirds...
Not to mention Mobilegeddon, Authorship,
Google+, Knowledge Graph, RankBrain etc…
We now all know one thing...

3. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 3
SEO is Hard Work!
www.blueglass.co.uk @kevgibbo
Source: Rand Fishkin
Mozcon 2015

4. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 4
Promoting Content is Also 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.co.uk @kevgibbo

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But, Why Make it Harder For Yourself?!

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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!
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.co.uk @kevgibbo

7. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 7
Make Your Customer the Hero!
Let your customers do the
talking - what good content
marketing achieves is scaling
word of mouth.
(Apologies for the cheesy photo!)
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.co.uk @kevgibbo

8. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 8
If you Think Content is About YOU, You’re Missing the Point....
www.blueglass.co.uk @kevgibbo
When people share content, they share it about
themselves not you...
90% of decisions are made by
emotional feeling, not rational.

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Give your Content that Sharable Hook That Taps into How People Feel
Turn good content, into great campaigns to earn authority coverage, social
engagement and links - SEO should always be the by-product, not the goal.
www.blueglass.co.uk @kevgibbo

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If You’re Scared to Fail - You’re Playing Too Safe & You’ll Lose
www.blueglass.co.uk @kevgibbo
● I don’t want to look
stupid...
● Why would I share all of
this information if people
can then copy it…
● What if everyone knows
this already...
● My competitors will know
everything if I share this…
What people don’t get, is the
biggest risk is not doing it!

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Content Marketing Isn’t a One-Off Campaign - You Need a Strategy!
● Social media
engagement
● SEO (long-tail)
● Authority links
● Digital PR coverage
● Referring traffic
Short-Term
● Content strategy
● SEO (head /
competitive phrases)
● Page/category level
link authority
● Email subscribers
● Social followers/fans
MidTerm
● Platform
● Branding
● Audience building
● Direct traffic
● Domain authority
● Thought
leadership
LongTerm

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Start With Why...
www.blueglass.co.uk @kevgibbo
● Why: Why will people want to visit
your site & subscribe to your content?
● How: How will you target customers &
key personas with content they want
to see, read and share?
● What: What great content can you
create to educate, inform, engage and
keep the interest of our target
personas to build a real audience.

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Create Outstanding Content & Leave Them Wanting More
Provide useful content upgrades such
as tools, insight reports, ebooks, free
downloads, competitions etc to capture
their details and build your audience.
Livestrong.com do a great job of engaging &
capturing their audience
www.blueglass.co.uk @kevgibbo

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Make Content is Central to Growing and Engaging with Your Audience
Target Audience
SEO Email Marketing Digital PR Social Media (Paid/Organic)
& Content Amplification
Content Hub
Social Media Audience Newsletter Subscribers
Once subscribed, continue giving them more great content...
(Start to build in discount code rewards and offers to convert readers into customers!)
Content Upgrades
& Email Captures
www.blueglass.co.uk @kevgibbo

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Summary - remember:
1. Make your customer the hero
2. Remove the fear of failure
3. Engage, inform, entertain & capture your audience
4. Continue giving them the good stuff!
Once You’ve Done All of This…
Then You Can Become THE Content Authority in Your Niche!

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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

17. 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 @kevgibbo
Kevin Gibbons
Managing Director
kgibbons@blueglass.com