how content adds value to your online presence
DESCRIPTION
1 - Title 2 - The Agenda 3 - Meet the Whitefish Marketing team Whitefish Marketing is a Kent based digital marketing agency. Our core services revolve around the consumer journey on client websites and we categorize these as our "Acquisition", "Conversion" and "Retention" strategies. 4 - "What's the real purpose of Content Marketing?" Generally all types of content will fall into a position of either a) communicating a message, b) educating or informing your audience, or c) influencing your audience in some way. It's important to remember the initial purpose and end goal for what you wish to achieve whenever you write a piece of content. 5 - Content Matrix Courtesy of Distilled.net, we can see a content matrix which expands the above notion, and populates 4 areas: Entertain/Educate/Persuade/Convert. It's vital that your content marketing is not just focusing on the "written word" but also adopting more rich media content. 6 - Copywriters Vs SEOs There is a difference between these 2 positions. In past years, the SEO marketers would be responsible for writing blogs, optimised and targeted for specific keywords or phrases. Long gone are those days of simply stuffing the text with keywords (Google Panda had something to say about that). Putting that "blackhat technique" to one side, the responsibility of the SEO is not just to focus on the content, but many other factors; technical SEO structure, backlink profile and much more. A professional copywriter will focus solely on the content for the audience, rather than for Google's crawlers - as should be the case. Taking a brief, outlining certain keywords (which will always be required), and understanding the goal of the message, is key to creating valuable content. Understand there is a difference between the 2 professional services. 7 - Statistics Just some key statistics on the use of content marketing and how it helps your business. (Courtesy of contentplus.co.uk) 8 - Types of Content See the percentage split of the different, and most popular styles of content, as adopted by businesses (Courtesy of marketo.com) 9 - Customer Buying Process One size of content DOES NOT FIT ALL. This is a common mistake, usual in a bid to save time and cut corners. The buying process sees the consumer progress through 4 stages: Awareness / Research / Evaluation / Purchase (in fact there is also Post-purchase and retention, but not noted here). Matching the right message at the right stage will improve conversion. 10 - Measurement of Succss There is no one hard and fast way to measure content ROI, but here's some ideas to monitor for your KPIs. 11 - Beware the Pitfalls DO NOT; a) Duplicate content b) Have pages with "thin content". c) Don't overoptimise or keyword spam your content 12 - Questions for Whitefish Marketing Whitefish Marketing The Workshop 32 - 40 Tontine Street Folkestone Kent CT20 1JU 01303 720288 www.whitefishmarketing.co.TRANSCRIPT
Content is King:
Adding Value to Your Online Presence
/whitefishmarketing
/WhitefishMarktg
# valueofcontent
2
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
Quick areas we shall cover off today
THE AGENDA
� Brief “hello” from the team
� What is the primary purpose of Content Marketing?
� Content Copywriters Vs SEO Marketers – what’s the difference?
� Statistics on Content Value
� 20+ Types of Content
� Influence your customers
� Measurement of success
� Pitfalls – BEWARE
� Questions
3
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
ChrisMarketing Director
CharliCopywriter
MichaelContent Editor
JonPPC Manager
JamesWeb Developer
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
4
CONTENT MARKETING
What is the real purpose?
TO COMMUNICATE A MESSAGE, EDUCATE, OR INFLUENCE CUSTOMERS“
”THINK ABOUT THESE 3 CORE AREAS WHEN WRITING
?
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
5
CONTENT MATRIX
Positions
1.) content to entertain
2.) content to educate
3.) content to persuade
4.) content to convert
Courtesy of distilled.net
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
6
COPYWRITERS Vs SEOsBOTH make a huge impact for your business
What’s the difference?Why is content king in Google
How it ties in with SEO team
Why hiring professional copywriters
is key
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
7
STATISTICS01
02
03
04
Share ContentMore positive about doing
business having read custom
website
content
More inbound linksdue to blog
More indexed pages
In Google, from blogs
OF BUSINESSDON’T BLOG AT ALL !!
WHAT ABOUT YOU?
60%
97%
4x-5x
17%
54%
Courtesy of contentplus.co.uk
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
8
TYPES OF CONTENTName Some…
POPULARThe most popular used in
businesses today
Courtesy of marketo.com
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
9
CUSTOMER BUYING PROCESSHow Content WILL influence the consumer
01 02 03 04
AWARENESS RESEARCH EVALUATION PURCHASE
Blog / Outreach /
Articles
Whitepapers Reviews & Comparisons
Informative Sales
Description
£
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
10
MEASURING SUCCESSHow can we measure the ROI?
THE DREADED KPIsTime On Site (stickiness)
Social SharesWhitepaper Downloads (squeeze pages)
Specific Page ViewsReduced Bounce Rates
Increase in Indexed PagesIncrease in inbound links
Increase in Page and Domain AuthorityAVE (Advertising Value Equivalent)
Video Play NumbersScroll Rate / Heat Map Analysis
VISIT LEVEL INCREASES
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
11
BEWARE PITFALLSCommon traps many businesses fall into
SHOULD
I DOTHIS
?
01 – Copying Content
02 – Thin Content
03 – Over-optimisation
DO NOT DO THE ABOVEYOU WILL GET PENALISED BY GOOGLE
www.WhitefishMarketing.co.uk© 2014 Whitefish Marketing Ltd
12
Questions
?Whitefish Marketing is a Kent based Digital Marketing agency. As part of our core services relating to Acquisition, Conversion, and Retention strategies, we offer a Professional Copywriting and Content Marketing.
If you have any questions about this presentation, or would like to learn more on how Content Marketing can positively influence your website performance, contact us:
[email protected] 862 2698