My talk on doing content marketing as a publisher during BrightonSEO 2016 the September edition.

1. Content Marketing, Approaching it as a Publisher
Martijn Scheijbeler / Director of Marketing / martijn@thenextweb.com / @MartijnSch

2. Martijn Scheijbeler
Marketing Director at The Next Web
Former Lead Growth, SEO & Analytics
martijn@thenextweb.com
@MartijnSch

4. INDEX.CO
20,000 +160,000 +6,000
visitors startups listed square meters
8,000,000
unique users
INDEX.CO
Conference

5. What we’re really good at?
@MartijnSch@MartijnSch / #BrightonSEO

6. CONTENT!?
@MartijnSch@MartijnSch / #BrightonSEO

7. Content is King? Really…

8. Figures Content Marketing
Data from August 2016
75.000Articles as of August 2016
PricelessAmounts of fun
@MartijnSch
±8Fulltime Editors on Staff
NOTA Marketing Trick
150.000Pitches on a Yearly basis
150Monthly pitches misspelling my name
@MartijnSch / #BrightonSEO

9. • How to create better content that people like.
• Learn how we approach content marketing.
• Great content? Want more people to see it.
• How to pitch without pissing people off.
WHAT YOU GET OUT OF THIS?
@MartijnSch / #BrightonSEO

11. WhatOUR CONTENT MARKETING
PitchHOW TO DO OUTREACH
CreateWRITING & IMPROVING
1 2 3

12. What is your goal?
Awareness. Revenue. Leads.
@MartijnSch@MartijnSch / #BrightonSEO

13. How we do,
Content Marketing as a Publisher…
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO

14. How we decide
what to write about?
@MartijnSch@MartijnSch / #BrightonSEO

15. 1. What’s your ‘editorial’ vision?
2. Do you know what you’re covering?
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO
TNW is a future-proof tech media company that focuses on this cross-
generational group and helps them get the most out of technology by
informing them through remarkable stories and insights.

16. Remarkable…

17. Internet technology, business
and it’s culture.
We don’t care about:
investments, hardware, rumours.
OUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO

18. How we come up
with what to write about?
Where do we find it?
@MartijnSch@MartijnSch / #BrightonSEO

19. OUR CONTENT MARKETING:Entertain Persuade
InspireEducate
@MartijnSch / #BrightonSEO

20. You work with more people?
Create style guides, so you know how
to deal with ios/iOS, iOs but also what
tone of voice you’re using!
HOW WE WRITE:
@MartijnSch / #BrightonSEO

21. @MartijnSch / #BrightonSEO

22. How do we measure
if content is working out?
@MartijnSch@MartijnSch / #BrightonSEO

23. Google Hangouts for Android overhauled with
new ‘smart suggestions’, stickers and more
20%
40%
60%
80%
100%
Google has today announced a new version of Hangouts for Android
that brings 16 new sticker packs, new video calling filters and smart
suggestions.
This latter feature will recognize key words or phrases in your chat
and make contextually relevant suggestions, like if you type “where
are you?” when trying to meet up with someone, it will present a
one-tap option to share your location on a map.
Alongside new penguins, pirates, koala and cat stickers (among
others), the company also introduced a range of new filter.

24. • 57 Custom dimensions
• Examples:
• Author
• Content Length
• # Images in a post
• # Videos in a post
• Published Date
• Companies, Profiles,
Topics.
Custom
Dimensions:

25. TLDR:
Why we do
what we do?
1. Know your sources
2. Know your tone of voice
3. Come up with ideas, don’t think too long
4. Measure what is important to you
5. Strategy depends on resources + scale
6. Think off platform
@MartijnSch@MartijnSch / #BrightonSEO

26. How does SEO + Growth
come into play?
@MartijnSch@MartijnSch / @GA

27. AMP does help, a ton!

28. Title
Schema: HELL YEAH!?

29. FB Instant Articles… Mwah :(

30. You’re done!
But nobody is reading your content?
YOUR CONTENT MARKETING:
@MartijnSch / #BrightonSEO

31. Figures Content Marketing
Data from August 2016
PricelessAmounts of fun
@MartijnSch
150.000Pitches on a Yearly basis
150Monthly pitches misspelling my name
@MartijnSch / #BrightonSEO

32. How (NOT) to do Outreach:
@MartijnSch / #BrightonSEO

33. Title
You need a relationship. Yes you do!

34. Martijn Scheijbeler
Marketing Director at The Next Web
Used to be a sh*tty link builder
martijn@thenextweb.com
@MartijnSch

35. Dear Martijn…
We like to inform you about our press
release around the news of the top
experts in the cruise line industry on what
their favourite ships and destinations are.
Bla bla bla…
Attached you can find our press release.
PR & Online Marketing Manager

36. Hello to all at Martjin and Vince,
I am the Operations Manager at XXX
Productions which is a video production
company. I’m reaching out to you in
regards to our remote-controlled studio
called XXX.
The XXX facilitates video production,
allowing you to appear on live TV and
create HD videos from your office or
home. XXX Productions believes our
services and the XXX would be a valuable
asset for The Next Web.

37. Dear Martijn…
Dear Martjin
Dear Martin
Dear Marijn
Dear Martji
Dear {insert name}
Dear *|FNAME|*
Dear ,

38. TLDR:
Pitching
& Outreach
1. Make it (not too) personal
2. Keep it short + simple *stupid* (KISS)
3. Find + Don’t misspell somebodies name
@MartijnSch@MartijnSch / #BrightonSEO

39. Creating
& Improving (y)our Content
WRITING & IMPROVING:
@MartijnSch / #BrightonSEO

40. How do we improve?
@MartijnSch@MartijnSch / #BrightonSEO

41. Company
@MartijnSch
Topic
Evergreen or News?
Region
Person
Event?
Keywords
Author
@MartijnSch / #BrightonSEO

42. Any idea what you’re looking at here?

43. Creating content isn’t hard!

44. You just thought about infographics, didn’t you!?

45. “Our boss is forcing us to
play Pokémon GO during
work hours”
@MartijnSch@MartijnSch / #BrightonSEO

46. @MartijnSch@MartijnSch / #BrightonSEO

47. @MartijnSch
40.000
Pageviews
2073
Shares
Coverage
@MartijnSch / #BrightonSEO
79
Referring Domains

48. Take Aways:
What, Pitch & Create
1. Create a strategy, a real one!
2. It’s a process, but don’t make it too long
3. Reach out to have your content read
4. Make your pitch personal, we’re humans
5. Have fun while doing it!
@MartijnSch@MartijnSch / #BrightonSEO

49. Do you have any
Questions?
@MartijnSch@MartijnSch / #BrightonSEO