the secrets of content marketing: how it can deliver a better roi than paid-for media

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The secrets of content marketing: How it can deliver a better ROI than paid-for media

Lisa MandellBusiness DirectorOctober 2013

We write in your language

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What is content marketing?

Using media content, not advertising,

to reach, acquire

and retain customers

Ad effectiveness is diminishing

Any company can be a media

company

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Welcome to the future of online marketing

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prefer to learn about a

company through custom

content than ads

feel better informed by

custom content

more likely to buy

after consuming content

Why content marketing is important?

Source: Consumers’ Attitudes Toward Custom Content - GfK Roper, Custom Content Council, 2011 - http://bit.ly/WKeHU1

70% 50%

It drives revenue and reputation

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Why content is important for eCommerce…

Reach RetentionAcquisition

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Reach

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Acquisition

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Retention

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However, producing content of a consistently high quality in house poses challenges

Time and resource-intensive

Costly Risks search engine

de-listing

Quality consistenc

y at risk

Growing number of

topics, formats,

languages and brand-consumer

touch points

Which is why we launched…

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To meet the demand for consistently high quality, multi-language, bespoke digital content at scale

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Shop Direct Group

Home&

LivingFashion

&Beauty

Lifestyle

ElectricalsGaming

Furniture

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Client’s Challenge

Home&

LivingFashion

&Beauty

Lifestyle

ElectricalsGaming

Furniture

• Reduce reliance on paid forms of online media without affecting overall traffic levels

• Generate targeted incremental traffic volumes through organic search

• Remove duplicate content• Retain each brand’s individual tone of voice

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Solution

5,000+ pieces of new content added to the site

• Consumer surveys• Celebrity

interviews• Infographics• Opinion pieces• Product category

descriptions• Topical blog

articles• How to guides

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Results

• 25% year-on-year growth in SEO traffic

• 50% growth in generic traffic

• Now 700,000+ site visits per day

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Your Content Marketing Strategy:A 7-Step Plan…

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2

3

5

46

7

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Step 1

1Value your content…

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Step 2

2Define your objectives…

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Step 3

3Put customers before robots…

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Step 4

4Be consistently on-brand…

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Step 5

5 Measure and optimise…

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Step 6

6Localise, don’t translate…

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Step 7

7Scale your solution…

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How Quill scales

“Thank you”Lisa Mandell

Business Directorlisamandell@quill-company.com

+44 (0) 203 290 61503rd Floor, 52 Jermyn Street, London, SW1Y 6LX,

UKwww.quill-company.com

One of the UK’s 250 fastest growing companies

Accelerate 250

One of six digital “agencies to watch” 2013

Econsultancy