content marketing - move beyond traditional seo

Content Marketing Move beyond traditional SEO by leveraging your company’s USP

Ian Miller, Search Director @millerian

•  Ian Miller, Search Director at Crafted Media

•  Full service digital agency with a team of 40+

•  Dedicated search team spanning organic SEO, paid media, analytics, social, copy

•  Clients across a wide range of industries

Hello @millerian

crafted.co.uk @craftedmedia

“Content Is King” Bill Gates, Microsoft

1996


Content marketing

“An umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases” Wikipedia


What is Content Marketing?

Social Media Whitepapers

Link acquisition PR angle

Site evaluation

Social media updates

Brand guidelines

Relationships

Statistics

Scale

Engagement Blogs

PR SEO

Niche research


Define your USP

What sets you apart? •  What is the data that powers your business? •  Create knowledge hubs •  Leverage your clients •  Survey your customers •  Challenge the business •  Create interest

1 2 3 4 5


Research target niches

•  Keyword research •  Competitor backlinks •  Google Insights •  Identify influencers •  Engage early

1 2 3 4 5


Create assets

•  Don’t skimp on quality •  Create shareable content •  Become a reference •  Consider the audience •  Incite debate •  Regularly review

1 2 3 4 5


Launch content

•  Plan ahead •  Give people early access •  Ensure all channels covered •  Combine with traditional PR

1 2 3 4 5


Outreach

•  Divide by sector, audience and locality •  Leverage social proof •  Offer bespoke content •  Develop relationships first, links second •  Be persistent

1 2 3 4 5


Case Study – reallymoving.com



•  Established 1999 •  Over 600 partner companies •  reallymoving.com generated leads for over £44

million of work for their partners in the 12 months to September 2011.

•  Leads equivalent to 11% of moving home market •  Strategic partnerships with:


•  Identified need for moving advice •  Over 25 local government links •  Additional distribution through

home improvement communities




•  Mainstream coverage

•  Authority outreach

•  Localised coverage


Reallymoving.com results

•  Implemented end of 2010 –  50% growth in traffic from 10/11 –  25% increase in quotes 10/11

•  Excellent organic positions for generic phrases not targeted by SEO


Ian Miller Search Director [email protected]

Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. [email protected] www.crafted.co.uk

Thank you for listening

content marketing - move beyond traditional seo

Business