efficient content marketing
TRANSCRIPT
Efficient Content Marketing IIN, 19th May 2015
Jeremy Phillips
Co-Founder and COO, EditorEye
AGENDA
Picking Your Topics 2
Why Content Marketing? 1
Getting the Mix Right 3
Multi-Channel Publishing 4
Analysis, Analysis, Analysis 5
THE PROBLEM: FRAGMENTED CONTENT
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Search
Search
Search
System
System
System
PEOPLE WANT A GUIDE
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Search
Search
Search
System
System
System
“Someone
who talks to
me about the
things that
matter to me”
AND THAT’S WHAT CONTENT MARKETING IS FOR
Decision Support
Content Marketing gathers and
engages your target audience,
so they are ready for your sales
pitch
PICKING YOUR TOPICS
Decision Support
Dog
Owners
Dog walking Dog
nutrition
Holidays
with pets Funny dogs!
Tech
Investors
VC deals People
moves
Hot new
companies Partnerships
* Not a pick list from standard topics
PICKING YOUR TOPICS
Curated
Comments
News
Articles
Recommended
Articles
Premium
Content
Automated
Articles
Your Topics
Global Content
Original Content
GETTING THE MIX RIGHT
Decision Support
Curated
Comments
News
Articles
Recommended
Articles
Premium
Content
Automated
Articles
What? How often? SEO benefit?
Automated
Articles
GETTING THE MIX RIGHT
Decision Support What? How often? SEO benefit?
Automated
Articles
GETTING THE MIX RIGHT
Decision Support What?
Links only
How often?
Several / day / topic
SEO benefit?
Nil
Recommended
Articles
GETTING THE MIX RIGHT
Decision Support
Automated
Articles
What?
Links only
How often?
Several / day / topic
SEO benefit?
Nil
Links only 1-few / day Nil
* Recommending gives you credibility
Recommended
Articles
Automated
Articles
GETTING THE MIX RIGHT
Decision Support
Recommended
Articles
Automated
Articles
What?
Links only
How often?
Several / day / topic
SEO benefit?
Nil
Links only 1-few / day Nil
Short intro or comment,
then link
1-few / day
Recommended
Articles
Automated
Articles
Curated
Comments
News
Articles
GETTING THE MIX RIGHT
Decision Support
Curated
Comments
Recommended
Articles
Automated
Articles
What?
Links only
How often?
Several / day / topic
SEO benefit?
Nil
Links only 1-few / day Nil
Short intro or comment,
then link
1-few / day
News 0-10 / week
* Optional
Curated
Comments
News
Articles
Recommended
Articles
Automated
Articles
GETTING THE MIX RIGHT
Decision Support
Curated
Comments
News
Articles
Recommended
Articles
Premium
Content
Automated
Articles
What?
Links only
How often?
Several / day / topic
SEO benefit?
Nil
Links only 1-few / day Nil
Short intro or comment,
then link
1-few / day
News 0-10 / week
Original angle,
interpretation
0.25 - 1 / week
* Some of your best bits!
Curated
Comments
Premium
Content
News
Articles
Recommended
Articles
Automated
Articles
MULTI-CHANNEL PUBLISHING
Permanent Web
Mobile Apps
Newsletters
Popup Web
Personal Alerts
Mobile Web
Amplification Networks
* Newsletter Signups
Social
Curated
Comments
Premium
Content
News
Articles
Recommended
Articles
Automated
Articles
MULTI-CHANNEL PUBLISHING
Permanent Web
Mobile Apps
Newsletters
Popup Web
Personal Alerts
Mobile Web
Amplification Networks A
PI
Your Topics
Social
Social
MULTI-CHANNEL PUBLISHING
Permanent Web
Mobile Apps
Newsletters
Popup Web
Personal Alerts
Mobile Web
Amplification Networks A
PI
Your Topics
ANALYTICS, ANALYTICS, ANALYTICS
Intranet / Website
Curated Newsletters
Personal Alerts
Enterprise Applications
EditorEye Platform
Licensing Control
Your Topics
Analytics
Curation
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Social Presence
API
IDP
What They Like
ANALYTICS, ANALYTICS, ANALYTICS
EditorEye Platform
Your Topics
Analytics
What’s Hot
(Out There)
ANALYTICS, ANALYTICS, ANALYTICS
Hotness
Do They Like It
Something Exotic The Sweet Spot
Unpalatable Bread and Butter
ANALYTICS, ANALYTICS, ANALYTICS
Hotness
Do They Like It
Something Exotic The Sweet Spot
Unpalatable Bread and Butter
Curated
Comments
Premium
Content
Recommended
Articles
Automated
Articles
Curated
Comments
Premium
Content
Recommended
Articles
Automated
Articles
SUMMARY
Picking Your Topics 2
Why Content Marketing? 1
Getting the Mix Right 3
Multi-Channel Publishing 4
Analysis, Analysis, Analysis 5
Efficient Content Marketing IIN, 19th May 2015
Jeremy Phillips
Co-Founder and COO, EditorEye
EDITOREYE PLATFORM
Intranet / Website
Curated Newsletters
Personal Alerts
Enterprise Applications
EditorEye Platform
Licensing Control
Your Topics
Analytics
Curation
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Social Presence
API
IDP