implementing an effective content marketing strategy
DESCRIPTION
Luke Knight from 4Ps Marketing discusses how to implement an effective content marketing strategy at 4Ps EDGE on 6th March 2014.TRANSCRIPT
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Implementing an effective content strategy@LukeVKnight
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Agenda
Setting a vision
Why is content important?
The foundations of a content strategy
The importance of a network
Measuring success
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Defining a Vision
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“We want to be the #1 authority on family holidays”
“No one knows more about British motoring”
“We’re helping people become the ‘savvy-traveller’”
“Get people excited about food”
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Why is content important?
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Links
SEO Content
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On September 27, 2013 Google
launched a new "Hummingbird"
algorithm, claiming that Google
search can be a more human
way to interact with users and
provide a more direct answer…
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Many brands are using
content to drive quality
traffic…
How?
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The foundations of a content strategy
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Awareness Consideration Conversion
Tailor content to the customer journey
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Children’s
Recipes”
Awareness Consideration Conversion
Children’s
Lasagna
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Social Media
Blog(s)
Community
Website(s)
Press
Brand Partners
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Push PullOFFSITE
ONSITE
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Research
What questions are consumers asking?
Identify the relevant influencers or 3rd party’s?
Know when your content will pack the biggest punch!
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Identify keyword opportunities
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Keyword Trends
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Output: Integrated marketing calendar
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The importance of a network
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Utilise your business network
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Measuring Success
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Blog visits % new visits Conversions
Referral Traffic Entrances Shares
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Take Aways
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Know WHY you want to pursue a content strategy
Content will benefit your SEO
Research, plan, and integrate
Relevance and context is key
Innovate.
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Thank you, any questions?