Content is King:
Adding Value to Your Online Presence
/whitefishmarketing
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# valueofcontent
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www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
Quick areas we shall cover off today
THE AGENDA
� Brief “hello” from the team
� What is the primary purpose of Content Marketing?
� Content Copywriters Vs SEO Marketers – what’s the difference?
� Statistics on Content Value
� 20+ Types of Content
� Influence your customers
� Measurement of success
� Pitfalls – BEWARE
� Questions
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www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
ChrisMarketing Director
CharliCopywriter
MichaelContent Editor
JonPPC Manager
JamesWeb Developer
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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CONTENT MARKETING
What is the real purpose?
TO COMMUNICATE A MESSAGE, EDUCATE, OR INFLUENCE CUSTOMERS“
”THINK ABOUT THESE 3 CORE AREAS WHEN WRITING
?
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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CONTENT MATRIX
Positions
1.) content to entertain
2.) content to educate
3.) content to persuade
4.) content to convert
Courtesy of distilled.net
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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COPYWRITERS Vs SEOsBOTH make a huge impact for your business
What’s the difference?Why is content king in Google
How it ties in with SEO team
Why hiring professional copywriters
is key
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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STATISTICS01
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03
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Share ContentMore positive about doing
business having read custom
website
content
More inbound linksdue to blog
More indexed pages
In Google, from blogs
OF BUSINESSDON’T BLOG AT ALL !!
WHAT ABOUT YOU?
60%
97%
4x-5x
17%
54%
Courtesy of contentplus.co.uk
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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TYPES OF CONTENTName Some…
POPULARThe most popular used in
businesses today
Courtesy of marketo.com
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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CUSTOMER BUYING PROCESSHow Content WILL influence the consumer
01 02 03 04
AWARENESS RESEARCH EVALUATION PURCHASE
Blog / Outreach /
Articles
Whitepapers Reviews & Comparisons
Informative Sales
Description
£
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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MEASURING SUCCESSHow can we measure the ROI?
THE DREADED KPIsTime On Site (stickiness)
Social SharesWhitepaper Downloads (squeeze pages)
Specific Page ViewsReduced Bounce Rates
Increase in Indexed PagesIncrease in inbound links
Increase in Page and Domain AuthorityAVE (Advertising Value Equivalent)
Video Play NumbersScroll Rate / Heat Map Analysis
VISIT LEVEL INCREASES
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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BEWARE PITFALLSCommon traps many businesses fall into
SHOULD
I DOTHIS
?
01 – Copying Content
02 – Thin Content
03 – Over-optimisation
DO NOT DO THE ABOVEYOU WILL GET PENALISED BY GOOGLE
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
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Questions
?Whitefish Marketing is a Kent based Digital Marketing agency. As part of our core services relating to Acquisition, Conversion, and Retention strategies, we offer a Professional Copywriting and Content Marketing.
If you have any questions about this presentation, or would like to learn more on how Content Marketing can positively influence your website performance, contact us:
[email protected] 862 2698
