Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
2
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
3
Matthäus Michalik has over 6 years of business experience in online marketing
• Working for AKM3 for 3,5 years
• Senior SEO Consultant
• Ex-teamlead linkmarketinginternational
• Key account management
• Technical and strategic search engine optimization
• App store optimization
• Previous positions:
• Hitmeister – Online market place
• SoQuero – Performance agency from Franfurt
• Speaker on national and international conferences
Workshop: Content Marketing with Rockaway 4
AKM3 Consists of 130+ International Employees with a lot of Online Marketing Experience
Workshop: Content Marketing with Rockaway
Founded: 2009
Clients: from startups to big firms and corporate enterprises
Approach: Internationality, Sustainability, Transparency
Member of Publicis/Performicssince 2014
5
We are not „only“ a search and content marketing agency but also a cigar retailer
• Strategic approach choosing the product to be sold
• Own financing – ROI oriented
• Two brands: Noblego and Cigarmaxx
• Complementing magazine: zigarren.org
• Preview: niche shops
Workshop: Content Marketing with Rockaway 6
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
8
In online marketing there are channels for new customer acquisition and orthogonal skills
Online Marketing
Online Marketing Channels for customer Acquisition : SEO, SEA, Display, SMA, Affiliate,
PSM, …
Orthogonal Online Marketing Skills: CRM (eMail & SMO), CRO, Business Intelligence
Get the user to your website
Work with the user on your website
Advertiser Website
Workshop: Content Marketing with Rockaway 9
Not every of the 10 online marketing channels is equally important for each business model
Online Marketing Channels
Price Comparison
Performance Display
Affiliate Marketing
Display Advertising
Whitelabel
Social Media Optimzation
Search Engine Advertising
Search Engine Optimization
Social Media Advertising
Workshop: Content Marketing with Rockaway 10
Two different online marketing channels are happening within search
• PPC = pay per click• AdWords• Auction mechanism• Quality score• Ad extensions
• Onpage SEO• Offpage SEO
Workshop: Content Marketing with Rockaway 11
SEO is the most broadly usable online marketing channel
Usabilty of channel
SEAPSMWhite-label
SMAeMail
For few business models
For many business models
SEOAffili-ate
DisplayPerf.
Display
SMO
Workshop: Content Marketing with Rockaway 12
„Paid“ online marketing channels can be distinguished by risk spread and wastage
SMA
Wastage
Risk of advertising
At ad space CPX
At advertiser CPM
Shared PPC
SEAPSM
Affili-ate
White-label
Ratherlow
Ratherhigh
Display
Perf. Display
Workshop: Content Marketing with Rockaway 13
Advertisers have different goals at each stage of the buying process
Workshop: Content Marketing with Rockaway
Attention Interest Desire ActionBuying process
Goals
Image & Branding
Traffic & Impressions
Conversions
Creating Demand
Covering DemandDemand
14
Each online marketing channel has it‘s strength during the buying process
Workshop: Content Marketing with Rockaway
Attention Interest Desire ActionBuying process
Goals
Image & Branding
Traffic & Impressions
Conversions
Channels
SEA / PSM
SEO
Affiliate / Perform. Display / SMA
Display / eMail
15
All orthogonal online marketing skills have to be mastered well to be really effective and efficient
Orthogonal Online Marketing Skills
CRO – Conversion Rate Optimization
CRM – Customer Relationship
Management
BI – Business Intelligence
• Landing Page Optimization
• Usability / UX• AB / Multivariate
Testing • Microconversions
• Marketing to existing customers
• Newsletter via eMail
• Social Media Optimization
• Webanalytics• Customer
Journey• Online Marketing
Controlling• Customer values• Customer
aquistion costs• Attribution
Workshop: Content Marketing with Rockaway 16
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
17
Content Marketing Survey Regarding B2B Content Marketing Elements
Workshop: Content Marketing with Rockaway 18
An attempt of a really simple Content Marketing Definition
Workshop: Content Marketing with Rockaway
„Marketable“ Content
(Dedicated) Marketing of the Contents
19
“Buzz Word” Content Marketing – Interest HasIncreased Significantly Over Time
Workshop: Content Marketing with Rockaway 20
Read over 50 000 times, >90 comments, >430 Facebook Likes, >245 Tweets & >240 Google+1 and growing
Workshop: Content Marketing with Rockaway 22
Some examples from large corporates look very similar to this very basic campaign
Workshop: Content Marketing with Rockaway
https://www.otto.de/rundum/der-kochbuch-wettbewerb/
23
Compared to established online marketing channels for new customer acquisition CM is still a niche
Workshop: Content Marketing with Rockaway 25
The growing popularity of content marketing shows a paradigm shift from push to pull advertising
Workshop: Content Marketing with Rockaway
Content CommerceAd space
Classic advertising
Content Commerce
Content Marketing
Push
Pull
Ad money
26
Three types of media should be distinguished as they interact strongly in successful content marketing
Workshop: Content Marketing with Rockaway
Advertising and
communication
Earned Media Owned Media
• “Likes” of the own Facebook Page
• Followers at Twitter
• Own newsletter subscribers
• Search Engine Optimization
Paid Media
• Google AdWords• Facebook Ads
27
Content marketing can generate traffic via multiple sources
Workshop: Content Marketing with Rockaway
Traffic typeContent
marketing effect
Branding Direct Type-in
Links Referral
Social Signals Social
Rankings SEO
• More Traffic
• More Revenue
Company targets
28
Most importantGoals and Metricsof B2B Content Marketing based on a recentsurvey
Workshop: Content Marketing with Rockaway 29
The Content Marketing Strategy is Essential for the Specific Implementation of a Campaign or Process
Workshop: Content Marketing with Rockaway
AuditTarget
definition
Content Marketing Strategy
Content Marketing Execution
Content Marketing Campaigns
Content Marketing Processes
Potential analysis
Planning
30
Good planning is the necessary base of successful content marketing
Workshop: Content Marketing with Rockaway
AuditTarget
definition
Content Marketing Strategy
Potential analysis
Planning
• Resource analysis, time and budget restrictions
• Level of „success security“ needed• Campaigns vs. processes
31
When it comes to execution content marketing campaigns and processes share the same five steps
Workshop: Content Marketing with Rockaway
Targetdefinition
Idea generation
SeedingProduction Reporting
Content Marketing Campaigns
Content Marketing Processes
33
Target definition for the specific content marketing campaign or process has to fit the strategic guidelines
Workshop: Content Marketing with Rockaway
Target definition
Budget vs. KPI
oriented approachFocus
• Maximizing within a set budget
• Target definition via certain goals to be met for specific KPIs
• Unspecific campaigns vs.
• Focus on certain products or services
Target group / Level of wastage tolerable
• Socio demographics like gender, age or education
• Psycho demographics like lust for adventure or safety
• Behavior oriented e.g. first time buyer or bicycle rider
34
Idea generation can be fun or a pain depending on the team and what it aims for
• Quantity / frequency
• Well linked examples
– HTML links
– Social links
• SEO perspective: What might good link sources want to link to?
• Example:
– Shop for mobile phones
– „Handy Initiative“ handysfuerdieumwelt.de, jugend-und-handy.de or klicksafe.de
– Specialize on topics: “Best topics for a long car ride with Kids” or “How to make an Android phone safe for kids”
Workshop: Content Marketing with Rockaway 35
Content formats can be summed up in five groups
• Compact text-based formats
– Fun posts, professional posts, guest posts, best practices, press releases
• Lengthy text-based formats
– Brochures, books, ebooks, magazines, white papers, microsites
• Interactive formats:
– Widgets, interactive charts, games, questionnaires
• Graphic formats:
– Infografics, special pictures, case studies
• Audiovisual formats:
– Podcasts, videos, presentations, webinars, online courses
Workshop: Content Marketing with Rockaway 36
Content can be compiled in three different ways
Workshop: Content Marketing with Rockaway
Content types
User Generated Content
Curated Content
• (ideally from own) users / customers/ business partner
• Allow integration of users in content marketing beyond production
• Parts of content by others but aggregated or commented on or interactively displayed
• Republished as „new“ on own website
Original Content
• Developed by advertiser
• Developed by external service
37
Content production is often a complex and individual task with many aspects to consider
• Text production: Corporate Communication, readability, motivate for completion, constancy and calmness
• Multimedia production
• Make or buy
• Integration in Website / CMS
– Server security when interactive elements are uploaded
– Importance of barrier free access
– Integration of social media interaction possibilities
– Importance of mobile usability
– Dynamisation and localization
Workshop: Content Marketing with Rockaway 38
Content production can be a well managed process
Workshop: Content Marketing with Rockaway
Quantity
User friendliness
PureContent
Expression/Variety
KeywordHTML-
Tags
Images
Re-valuation
InternalLinks
Videos
Uniqueness
Relevance
Pure Content Revaluation of Content Embedding of Content
39
The Seeding is Vital for the Success of a Content Marketing Campaign
Workshop: Content Marketing with Rockaway
Paid
Social Media Advertising,
e.g. Facebook-
Ads, Linked In Ads
Advertorials, e.g. Native Ads portals with a lot of
reach
“Free”
Communities: e.g. open internet forums, Social
Networks
Corporate Comm.: e.g. Newsletter,
Social Media, Blog, PR
Outreach, e.g. with SEO
or Social Media focus
Search Engine
Advertising e.g Google Adwords
Seeding
40
Outreach processes are often a core element of seeding strategies
Workshop: Content Marketing with Rockaway
Prospecting
Quality evaluation
Research contact data
Establish contact
Establish cooperation
Placement
Reporting
41
Reporting can be versatile and has to be figured out individually (Examples)
KPI type Examples
Branding • Reach of own and external content• Additional mentions• Follow up clicks after core content • Interactions with content
Social Media • Facebook Likes and Shares• Twitter Retweets, @-Mentions, Favorites• Repins at visual Social Networks like Instagram or Pinterest• RSS subscribers
SEO • Number of new backlinks • Additional SEO traffic
Revenue • Referral Traffic• Leads• Sales
Workshop: Content Marketing with Rockaway 42
Many content marketing attempts we see overinvest on content production and underinvest on seeding
Workshop: Content Marketing with Rockaway
Target definition
Idea generation
SeedingProduction Reporting
Often focused on and invested in too much
Often not focused enough Should be at
least 50% of all resources invested
43
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
44
Keyword Theory: Process of Establishing a Keywords Strategy in SEO
Workshop: Content Marketing with Rockaway
Status Quo Analysis
Keyword Research• Brainstorming• Keyword
Planner•Google
Suggest• Synonyms• Competitor
Analysis
Data Collection• Search volume• Conversion
proximity• Competition• No
misunderstandings
• Current Positions
Determining keyword priorities
Keyword Strategy
Keyword Mapping
Keyword based URL based
45
Keyword Strategy: Number of Identified Keywords Decreases During the Process
Workshop: Content Marketing with Rockaway
Status Quo Analysis
Keyword Research
Data Collection
Determining Keyword Priorities
Keyword Strategy
Keyword Mapping
Number of
Keywords
46
Keyword Strategy: Keyword Priority Can Be MarkedDifferently
Workshop: Content Marketing with Rockaway
Keyword Priority
Search Volume Priority „Simple“
Keyword Priority
Optional „Filters“•Competition•No
misunderstandings•Current Positions
ConversionProximity
47
Keyword Strategy: Depending on Site Type There is a Different Keyword Focus
Workshop: Content Marketing with Rockaway
Se
arc
h v
olu
me
pe
r K
eyw
ord
Number of KeywordsPublishing Website
with much User Generated Content
e.g. forum orclassified ads ->
Extremely Long Tail
Online Shop ortravel portal
„centre“ extremely
strongly markedand attractive
48
Discovering Keyword Trends and ChangingPrioritisation With Google Trends
Workshop: Content Marketing with Rockaway 49
Basically, There are Three Different Types of Content
Workshop: Content Marketing with Rockaway
Transactional Content
Branding Content
Social Content
Content types
Content for SEO
Content for Content Marketing
51
Informational Search Queries Have Enormous Traffic Potential
Workshop: Content Marketing with Rockaway
Attention Interest Desire ActionBuyingprocess
Creating Demand
Covering DemandDemand
TransactionalInformational
Navigational
Key-words
Content Marketing
52
The Content Types DifferWith Regardto Priority, Multimedialityand Interactivity
Workshop: Content Marketing with Rockaway
Transactional Content
Branding ContentSocial
Content
„Must have“ „Can have“Priority
53
In Content Marketing, Branding and SocialContent DifferWithRegardto Focus
Workshop: Content Marketing with Rockaway
Content Marketing
Focus
Onpage
OffpageSocial
Content
Branding Content
54
Branding Content Generates Demand
Workshop: Content Marketing with Rockaway
Attention Interest Desire ActionBuyingprocess
Goals
Image & Branding
Traffic & Impressions
Conversions
Creating Demand
Covering DemandDemand
TransactionalContent
Branding + SocialContent
55
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
56
In the US, Every Type of Content is Called Content Marketing it seams
Workshop: Content Marketing with Rockaway
87%83%
78%77%
71%70%70%
69%61%
59%44%
40%38%38%
33%32%
31%29%
28%27%
26%26%
25%20%
11%
Social Media (ohne Blogs)
Elektronsicher Newsletter
Falltudien
Artikeln auf anderen Webseiten
White Papers
Studien
Infografiken
Mobile Content
Zeitschriften
Virtuelle Konferenzen
Licensed, Syndicated Content
Online-Magazine
Games, Gamification
Percentage of Marketing executives who use the following Content Marketing Instruments for B2B Communication:
Source: Statista
57
Finding the Right Content
Workshop: Content Marketing with Rockaway
• Google Analytics
– Which articles have worked well in the past?
• Competition
– Which extra content does the competition provide?
– What do they share on Twitter?
• Theme portals/Publisher
– Which themes are edited by online and offline magazines?
• Tools
– Articles which generate most links and social signals
58
Buzzsumo: The Most Shared Content of a Domain/Competitor Can Be Identified (1/2)
Workshop: Content Marketing with Rockaway 60
Buzzsumo: The Most Shared Content of a Domain/Competitor Can Be Identified (2/2)
Workshop: Content Marketing with Rockaway 61
Google Alerts – Helps Discover New Topics and Emerging Trends
Workshop: Content Marketing with Rockaway
• Google Alerts can be applied to many sources: Web, News, Blogs, Videos, Books & Discussions
• Limitation to language and region possible
• Direct delivery, 1x daily or 1x weekly
• Google Search operators can be applied
• Set up Google Alerts for all relevant brand and product names
• Set up Google Alerts with the name of the competition
Tip: Deliver Google Alert as RSS Feed
64
Via a Backlink Analysis, the Strongest Externally LinkedThemes Can Be Identified
Workshop: Content Marketing with Rockaway
Articles with most incoming links of Publishers:
65
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
66
Noblego Category Texts – Example of TransactionalContent
Workshop: Content Marketing with Rockaway 67
Noblego Cigar Lexicon – Continiously New andGrowing Traffic
Workshop: Content Marketing with Rockaway 69
Noblego Cigar Lexicon – Branding Content Generates Good and Relevant Rankings on a Longterm Basis
Workshop: Content Marketing with Rockaway 70
Noblego Cigar Lexicon – Branding Content Generates Good and Relevant Rankings on a Longterm Basis (2)
Workshop: Content Marketing with Rockaway 71
Zalando How-To-Video – Good Organic Ranking, Seeding via AdWords
Workshop: Content Marketing with Rockaway 74
Windeln.de Magazine – Example of Branding Content - Pregnancy
Workshop: Content Marketing with Rockaway 75
Windeln.de Magazine – Covering the Most Powerful Informational Keywords in the Topic Pregnancy
Workshop: Content Marketing with Rockaway
• High search volume for combinationbetween „KW + SSW“: 1 SSW … 42 SSW: 427.580
• Further combinations between relevanceand non-transactional search phrases:
Keyword Thema SV
fieber baby Ratgeber 4.400
fieber beim zahnen Ratgeber 880
wie oft baby baden Ratgeber 590
still-bh welche größe Ratgeber 390
wadenwickel bei kindern Ratgeber 320
ab wann aufs töpfchen Ratgeber 260
anleitung babyschuhe Ratgeber 210
ergobaby oder manduca Vergleich 320
babywippe test Test 1.600
maxi cosi tobi test Test 880
milchpumpe test Test 720
lauflernwagen test Test 320
77
Raven Tools Blog: Sharing Know-How and generating relevant Traffic
Workshop: Content Marketing with Rockaway 78
MOZ (SEO Tool): The Blog is one of the biggestinfluencer in the SEO industry
Workshop: Content Marketing with Rockaway 80
TradeMob (Mobile Ads): Lot of Resources to getstarted with App Marketing
Workshop: Content Marketing with Rockaway 82
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
83
Schwarzkopf – Transactional and Informational Keywords Have Similar Search Volumes in the Topic Beauty
Workshop: Content Marketing with Rockaway
Keyword Search volume
Schminktipps 18.100Augen schminken 8.100Make-up Tipps 3.600Smokey Eyes schminken 2.900Schminktipps Augen 2.400richtig schminken 2.400schlupflider schminken 2.400blaue Augen schminken 1.600braune Augen schminken 1.600
Keyword Search volume
Make-up 18.100Nagellack 18.100Naturkosmetik 14.800Fußpflege 14.800Shampoo 6.600Eyeliner 6.600Mascara 5.400Selbstbräuner 5.400Kosmetik 1.600
Transactional Focus Informational Focus
86
Schwarzkopf – Constant High Visibility and Rankings for Relevant Keywords for Hair Design
Workshop: Content Marketing with Rockaway 87
Beauty Area Driven by Highly Informational Content-SuitableContent Has Wide Reach Leading to Authority Building
Workshop: Content Marketing with Rockaway 88
Kaufda Infographics – Social Content Generates Natural (Strong) Backlinks
Workshop: Content Marketing with Rockaway 91
Stromauskunft.de Electricity Price Atlas – Example ofSocial Content
Workshop: Content Marketing with Rockaway 92
Stromauskunft.de Electricity Price Atlas – Social andBranding Content Attract Links from Authority Pages
Workshop: Content Marketing with Rockaway 93
Stromauskunft.de Electricity Price Atlas – Prominent Integration in Popular Daily Newspapers
Workshop: Content Marketing with Rockaway 94
AKM3 Blog Post - Extremely High Reach via Addressingthe Right Influencers of the Branch
Workshop: Content Marketing with Rockaway 96
AKM3 Blog Post – Many Natural and ThematicallyRelevant Links After Publication
Workshop: Content Marketing with Rockaway 97
AKM3 Blog Post – Continuous Organic Traffic – also Many other Blog Posts
Workshop: Content Marketing with Rockaway
Creative link building
Evaluation by employers
100
Agenda
Workshop: Content Marketing with Rockaway
• Introduction
• Brief Online Marketing Overview
• Getting Content Marketing Right
• Excursion: Keyword strategy and research
• Content Marketing – Finding the Right Content
• Transactional and Branding Content – Examples
• Social Content – Examples
• Content Marketing Campaigns - Examples
101
Hornbach – Covering Relevant InformationalKeywords via the Category „Projekte“
Workshop: Content Marketing with Rockaway 103
Hornbach – Instructions and Expert Knowledge forEvery Area
Workshop: Content Marketing with Rockaway 104
Hornbach – Detailed Product Images and Simple Explanations
Workshop: Content Marketing with Rockaway 105
Hornbach – Direct References and Integration toSuitable Categories Within the Online Shop
Workshop: Content Marketing with Rockaway 106
Hornbach – Relevant, Informational Content Leads toExcellent Seeding Results
Workshop: Content Marketing with Rockaway 107
Hornbach – Good Content Will Be Rewarded withFacebook Shares
Workshop: Content Marketing with Rockaway 108
Hornbach – Many Different URLs Get Social Signals and Links
Workshop: Content Marketing with Rockaway 109
Hornbach –Top-Positions with Informational Keywords Throughout
Workshop: Content Marketing with Rockaway
Keyword Suchvolumen Position
bett selber bauen 6600 1
gartenhaus selber bauen 5400 4
gartenteich anlegen 3600 4
hochbett selber bauen 3600 2
sauna selber bauen 3600 4
fliesen verlegen 2900 5
pvc verlegen 2900 3
selber bauen 2900 3
terrassenplatten verlegen 2900 1
dachfenster einbauen 2400 2
estrich verlegen 2400 1
drainage verlegen 1600 1
bett bauen 1300 3
bodenfliesen verlegen 1300 2
duschwanne einbauen 1300 2
hochbett bauen 1300 2
badewanne einbauen 1000 3
110
Hornbach – YouTube is Used Powerfully for Brand Communication
Workshop: Content Marketing with Rockaway 114
Hornbach – Videos Rank Prominently withinInformational Search Queries
Workshop: Content Marketing with Rockaway 115
Hornbach – Projects are Seeded via SEA and Rank VeryWell within the Organic Search
Workshop: Content Marketing with Rockaway 116
Hornbach – Prominent Campaigns Promote Branding and Increase Reach
Workshop: Content Marketing with Rockaway 117
Curved – Offers Articles Embracing the Theme Mobile & Gadgets
Workshop: Content Marketing with Rockaway 119
Curved – Covers Various Search Phrases
Workshop: Content Marketing with Rockaway
• Positioning as magazine for digital lifestyle
• Various content formats
– News articles
– App introductions
– Hardware tests
– Tips and guide articles
– Videos
• Strong longtail focus
Keyword ThemeSearch volume
tablets General 27.100smartphones General 18.100which smartphone Guide 3.600which tablet Guide 2.400samsung s5 test Review 1.300iphone 6 test Review 90samsung galaxy s3 or s4 Comparison 480samsung galaxy s4 vs s4 mini Comparison 390samsung galaxy s4 or htc one Comparison 390htc one or samsung galaxy s4 Comparison 390iphone 5 or samsung galaxy s4 Comparison 320
120
Curved – Continuous Rise of Sistrix Visibility fromWeek to Week
Workshop: Content Marketing with Rockaway 121
Curved – Curved Magazine Gradually GainsImportance
Workshop: Content Marketing with Rockaway
Query: Curved
122
Curved – Direct Traffic and Search Traffic ConstantlyIncrease and are the Most Important Starting Points
Workshop: Content Marketing with Rockaway
Source: Similarweb
125
Zalando DIY – The Strongly Interconnected DIY Target Group is Addressed for a Content Marketing Campaign
Workshop: Content Marketing with Rockaway 127
Zalando DIY – the Topic „Zalando DIY“ is Seeded via a Competition
Workshop: Content Marketing with Rockaway 128
Zalando DIY – Target Group Participates in theCompetition and Shares DIY Tips
Workshop: Content Marketing with Rockaway 129
Zalando DIY – DIY Campaign is Used to Revive Old YouTube Videos
Workshop: Content Marketing with Rockaway 130
Zalando DIY – Pinterest as Relevant Social Media Channel for the DIY Target Group
Workshop: Content Marketing with Rockaway 131
Expedia – The Beach Report – An Example of How ItShould Not Be Done
Workshop: Content Marketing with Rockaway
Content:
Investigation of the beach preferences ofnations in 21 countries
Infographics:
http://inside.expedia.de/trends-und-umfragen/nahtlos-braun-im-urlaub-lassen-die-deutschen-die-huellen-fallen
Press Release:
http://inside.expedia.de/trends-und-umfragen/expedia-strandreport-2013-deutsche-freizuegig-am-strand-aber-schuechtern
132
Expedia – The Beach Report – An Example of How ItShould Not Be Done
Workshop: Content Marketing with Rockaway
Domain S-SI M-DP PRpor*** 0,1735 830 6
lae*** 0,1484 643 5
pin*** 0,0798 177 2
fit*** 0,0735 497 3
fee*** 0,0509 1008078 6
ges*** 0,0171 228 3
die*** 0,0136 160 3
som*** 0,0134 40 3
vit*** 0,0082 217 1
azu*** 0,0031 35 2
ven*** 0,0028 204 3
cit*** 0,0026 32 2
wel*** 0,0023 136 2
cam*** 0,0022 28 2
mod*** 0,0021 75 3
act*** 0,0015 73 2
akt*** 0,0012 82 1
rei*** 0,001 90 2
sue*** 0,001 344 0
sch*** 0,0002 304 2
ges*** 0,0001 4 1
aus*** 0 12 1
Link Review:
• (weak) SEO Domains
• Purchased articles
• Unnatural link integration
• Topical relevance missing
• Bad Content
Social Signals Review:
• Likes = 2
• Twitter = 1
• +1 = 0
Onpage Review:
• Subdomain Integration
133
Expedia – Integrations On External Pages VeryQuestionable
Workshop: Content Marketing with Rockaway
Beispiel-Integrationen:
Ehemals die Könige der Sandburgen, geben heute nur noch elf Prozent der von Expedia Befragten an, regelmäßig an den vergänglichen Kunstwerken zu bauen.
Vielleicht hast du es aber auch gar nicht so mit dem Strand überhaupt, eine Alternative sind dann immer tolle Städtereisen nach Dublin, Paris, Rom oder London, welche man ja günstig bei Expedia hier buchen kann.
Schließlich gibt es an der Ostseeküste zahlreiche FKK-Strände. Die Deutschen, laut dem neuesten Strandreport von Inside Expedia FKK-Weltmeister, lieben es, sich im Urlaub von lästiger Kleidung ganz freizumachen. Mit einem Accessoire wie der Sonnenbrille mit auffälligem Rand muss selbst der blasseste nackte Hipster keine Angst haben, am Strand negativ aufzufallen.
134
Expedia – Collecting Ideas from Existing Content whichwas Often Shared
Workshop: Content Marketing with Rockaway 137
Expedia – Many Beaches/Locations have a High Search Volume and thus a Large Traffic Potential
Workshop: Content Marketing with Rockaway 138
Expedia – Suitable (Silo) Content and Cross Links toHotels Upgrade the Page Immensely (see TripAdvisor)
Workshop: Content Marketing with Rockaway 139
Henkel – the „Fleckenratgeber“ („StainAdviser“) – A Good IdeaBadly Executed
Workshop: Content Marketing with Rockaway
Content:
Stain adviser for various types of stains
http://www2.henkel-lifetimes.de/Fleckenratgeber/flecken_ratgeber16
140
Henkel – No Optimisationon InformationalKeywords toGenerateTraffic on a LongtermBasis
Workshop: Content Marketing with Rockaway
Content Review:
• No Optimisation on Keywords
• Duplicate Content due to integrationon various domains
• Potentials of the Content Transformation not exhausted
Search volume for Keywords:
• rotweinflecken entfernen - 1900
• flecken entfernen - 1900
• stockflecken entfernen - 2400
• kaffeeflecken entfernen - 1000
• deoflecken entfernen - 1300
• fleckentfernung - 1000
• Fleckenentfernung - 720
• blutflecken entfernen - 4400
• rotweinfleck entfernen - 320
• rotweinflecke entfernen - 70
• rotwein flecken entfernen - 40
• kaffeefleck entfernen - 260
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Zalando – Static Landingpages to GenerateSustainableandContinuous Rankings
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Content Marketing: Success Factors Briefly Summarized
Workshop: Content Marketing with Rockaway
• Target group
• Goals
• Content / Message
– Do not talk about yourself! Provide added value!
– Every branch is different!
• Consistency over time
• Processes are necessary
• Specialization / Niche
• High-quality content
• A good team!
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Agenda
Workshop: Content Marketing with Rockaway
Introduction
Brief Online Marketing Overview
Getting Content Marketing Right
Excursion: Keyword strategy and research
Content Marketing – Finding the Right Content
Transactional and Branding Content – Examples
Social Content – Examples
Content Marketing Campaigns – Examples
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More Content Marketing: Content Marketing Masters – Mai 28th 2015 in Berlin
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www.akm3.com
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10999 Berlin
Germany
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