Content Brand Pyramid
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A marketing framework which has been built on the premise of combining SEO, Content Marketing, Social Media amplification concepts to get a disproportional amount of media coverage which help build brand awareness, product trial, brand loyalty and ambassadorship. This framework has been built based on the SEO concepts I’ve been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.
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Content Brand Pyramid
- 1. Content Brand Pyramid Dennis Goedegebuure @TheNextCorner
- 2. @TheNextCorner Director Global SEO - 9.5 years at eBay - LUMPS Framework - TFNS - best work Head Global SEO - 2.5 years at Airbnb - CBP Framework - Wall and Chain - best work VP Growth & SEO - 2+ years at Fanatics - Lot of work in progress - Best work still to come Dennis Goedegebuure • TheNextCorner.net • @TheNextCorner • ContentBrandPyramid.com
- 3. LUMPS STANDS FOR @TheNextCorner Links Meta Tags Page Content & Elements SitemapsURL LUMPS Relevance AuthorityDiscovery
- 7. @TheNextCorner EPIC Trust Presence Presence Content • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Thought Leadership Content • Curating high quality content based on research • Building thought leadership and authority EPIC Content • Content that is so rich & engaging, your customers tell the brand Story on - & offline • Engaging • Profitable • Informational • Cultural relevant Social Amplification • Use on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly
- 8. @TheNextCorner EPIC Trust Presence Neighborhood Guides Neighborhood Guides Objectives • Build a presence on long tail queries to drive SEO traffic, hence bookings in Berlin • Increase brand awareness through trial of the service
- 9. @TheNextCorner EPIC Trust Presence Economic Impact Study Wall and Chain campaign Objectives • Build trust & authority through well researched content • Airbnb economic impact studies showing how Airbnb is contributing to different neighborhoods in the city • Linking to the neighborhood guides
- 10. @TheNextCorner EPIC Trust Presence Wall and Chain campaign Objectives • Get a disproportional amount of media coverage • Drive brand awareness by being part of the cultural conversation • Build a better SEO footprint to drive bookings in Berlin Wall and Chain
- 11. @TheNextCorner
- 12. @TheNextCorner
- 14. @TheNextCorner
- 15. @TheNextCorner Media Exposure • 120 P1 press hits around the world • 99% positive tone of voice Cultural Conversation • 2.2% of the conversation around the Berlin Wall celebration • # 10th most shared link in Wall universe • # 8th most mentioned Twitter handle in Wall conversation Social Engagement • Average CTR Facebook ads 1.17% • Highest CTR: 3.4% SEO • ~800 links within first 2 weeks • ~4,000 links after 1.5 year Awards • Creative showcase at The Drum & Adage • D&AD Graphite Pencil Award • Webby Award • US Search Award • Epica Award
- 17. @TheNextCorner EPIC Trust Presence Presence Content • Creating content to build a presence in the market • Addressing audience need for information • Building an audience • Getting found • Get traffic Thought Leadership Content • Curating high quality content based on research • Building thought leadership and authority EPIC Content • Content that is so rich & engaging, your customers tell the brand Story on - & offline • Engaging • Profitable • Informational • Cultural relevant Social Amplification • Use on- & offline social amplification to reach the right audience with the right message for the content campaign to be shared more broadly
- 18. @TheNextCorner
- 19. @TheNextCorner
- 21. @TheNextCorner
- 22. @TheNextCorner
- 23. @TheNextCorner 1. LUMPS 2. Content-Brand Pyramid 3. Visit a Pyramid
Notes de l'éditeur
- a marketing framework which has been built on the premise of combining SEO, Content Marketing, Social Media amplification concepts to get a disproportional amount of media coverage which help build brand awareness, product trial, brand loyalty and ambassadorship. This framework has been built based on the SEO concepts I’ve been using for years, with a proven track record with eBay, Airbnb and now with Fanatics.
- Since started to use LUMPS, the web has changed. Don’t get links that easy, so how would you work this now days? Brand helps you to Get your content shared, Get you links Gets you traffic / business Worked with JM for 6 months, learned a lot. In front of fridge, what Coke do you pick?
- Base of the Khufu Pyramid & the pyramid of the sun are ~ the same 230 meters. Pyramids and the river Nile matched exactly Orion’s belt in the year 10,000 BC Start of my interest in pyramids, which resulted in multiple trips to…
- Chitchen Itza calendar: Kukulcan 4 sides with 91 steps, makes for 364. Top concludes 365 Equinox 2x a year, start of spring & fall Pyramids are so much more. Calendars Place to burry a king Story telling
- And although there might be more interesting stories to be told with a beginning at a pyramid… I would like to tell you about an experience I had visiting the pyramids at Teotihuacan
- - Audience moves up higher on the pyramid - Gets emotional connected, - Sharing your content is more likely
- Just like in retail marketing, any brand online needs to build a presence first. Your customers will need to be able to find you, before trial can happen and a relationship between the brand and the customer can be established.
- Once customers have tried your product, you could build further trust in the brand through authoritative and trustworthy content.
- Symbolism Bird = Belo Man always in the shadow of the Wall Girl always has Rousch colored sweater Key to unlock the chain, has Belo, unlocked from traditional way of travel through Airbnb
- Amplification through an offline event, with a lot of social media interaction with Hashtag Random selection of people West/East Neighborhoods painted on walls in West (local artist) Beer in fridge (Carlsberg) East side, look but no touch Look out tower to wave to East Instagram photo booth – send messages to friends on other side, with #Hashtag included
- Ultimate social amplification is: have one of your industry peers present your campaign at Mozcon in front of ~1500 people. People who do internet marketing for a living, and will be telling your story again, and again…
- SO that was the Content-Brand pyramid for Airbnb, Let’s have a look how we have used this framework at Fanatics, a company with a long track record, 20 years, but a very low brand awareness Unaided ~2% Aided ~30% Let’s have a look at the online content we have been producing which helps us to build the Fanatics brand. Besides online, we have made a number of drastic changes in our marketing strategy; New logo & design Packaging More aggressive PR strategy
- Fanatics THE brand of the Fan Why is this working? Products sold by Fanatics Passion of the fan, nostalgia Demand in search
- Showcases our unique access to players, and create ultimate fan experiences, while including the product; custom jersey. Using the player for Social amplification
- These pieces didn’t go un-noticed, here are two slides Matt Sitala presented at State of Search
- The Jersey content is a build up to something bigger which is coming later this year, Fanatics Branded jersey’s. NHL replica jerseys are build from the ground up, where we conducted fan interviews to listen what they would like to see in a jersey. Goes to show the Content-Brand pyramid goes further than just online content to capture SEO traffic, PR or social engagement. It needs to be integrated in the product/company strategy