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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 [email protected]
+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
