implementing an effective content marketing strategy
Post on 23-Jan-2015
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Implementing an effective content strategy@LukeVKnight
Agenda
Setting a vision
Why is content important?
The foundations of a content strategy
The importance of a network
Measuring success
Defining a Vision
“We want to be the #1 authority on family holidays”
“No one knows more about British motoring”
“We’re helping people become the ‘savvy-traveller’”
“Get people excited about food”
Why is content important?
Links
SEO Content
On September 27, 2013 Google
launched a new "Hummingbird"
algorithm, claiming that Google
search can be a more human
way to interact with users and
provide a more direct answer…
Many brands are using
content to drive quality
traffic…
How?
The foundations of a content strategy
Awareness Consideration Conversion
Tailor content to the customer journey
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Children’s
Recipes”
Awareness Consideration Conversion
Children’s
Lasagna
Social Media
Blog(s)
Community
Website(s)
Press
Brand Partners
Push PullOFFSITE
ONSITE
Research
What questions are consumers asking?
Identify the relevant influencers or 3rd party’s?
Know when your content will pack the biggest punch!
Identify keyword opportunities
Keyword Trends
Output: Integrated marketing calendar
The importance of a network
Utilise your business network
Measuring Success
Blog visits % new visits Conversions
Referral Traffic Entrances Shares
Take Aways
Know WHY you want to pursue a content strategy
Content will benefit your SEO
Research, plan, and integrate
Relevance and context is key
Innovate.
Thank you, any questions?
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