figaro digital marketing conference: content marketing; useful first, viral second - tim grice

Content Marketing Useful First, Viral Second

Tim Grice – Director of Search @tim_grice

What is

Content Marketing?

“Content marketing’s purpose is to attract and retain

customers by consistently creating and curating relevant and valuable content with the intention of changing

or enhancing consumer behaviour”

Content Marketing Institute

Branding

Trust

Social

SEO

Engagement

Traffic

Revenue

Visibility Content Marketing

Benefits

Why is it so important now?

Google is driving the popularity of content marketing.

We need content for keywords.

He who produces more content can stuff more keywords.

Updating content regularly makes Google love you.

Everyone needs a blog.

All content needs to be unique.

Need to invest in content because I can’t buy links.

We need great content to deliver organic performance.

Content now has to be marketable.

Relevant

User Experience

Fast

Comprehensive

Want

What

…Return to Search

Dwell Time?

“Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you. If your content does not encourage them to remain with you, they will leave. The search engines can get a sense of this by watching the dwell time. ” Duanne Forrester - Bing

Your website has to be Popular

New Guidelines

New ‘no added value’ manual action lands.

Good content doesn’t need promoting.

Content Marketing directly influences acquisition.

Social is the ultimate measure of success.

Great content means lots of links.

Useful

Call to action

Social

SEO

Target Audience

Traffic

Authority

On Site Content Marketing Success!!

It doesn’t have to meet all objectives.

Brits, Boobs & Botox

Target Audience

Content Marketing Checklist

Target audience

Delivers authority links

On the website

Call to action

Useful ????

What about

SEO?

Went Live

It’s not always about links.

Use paid social seeding. (It’s cheap)

Figure out a way of collecting data.

Find an influencer and get buy in.

Tim.grice@branded3.com

@Tim_Grice

Thank You!