BrightonSEO presentation from Sept 2015 on how to best use content marketing to stand out from the crowd!

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12 Actionable Steps To Become
THE CONTENT AUTHORITY
IN YOUR NICHE

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Common Challenge
Great Content + Good Promotion
= Average Results
Good Content + Great Promotion
= Average Results

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The sweet spot is…
Great Content + Great Promotion = Incredible Results!
- Larry Kim

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To Have Outstanding Content Results All Parts Need to Work Equally Well
Strategy
Production
Promotion

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12 Steps to Content Success…

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1. Establish your Content’s Purpose & Clearly Define Your Goals
Start with WHY
● Develop your content’s statement of purpose
● Establish your customer and audience personas
● Keep them engaged so that they can become a future customer
● How can you add value to people, even if they may never buy your
product?

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2. Research the Best Content in Your Industry to Find What Resonates
Do your research using
tools Including:
• Buzzsumo
• Trendhunter
• Quora
• Answer the Public

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3. Surround Yourself in the Best Environment to Come Up with Ideas
● Where do you have the best ideas?
○ In the office
○ At a laptop
○ Under pressure
● Try thinking differently:
○ Go for a walk
○ Prepare for group brainstorms by working in pairs
○ Use your phone/apps like Evernote or Google Docs to keep track of all of your ideas
○ Remove the fear of failure (yesterday’s bad idea, could be a good idea with a new angle today)

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4. Create a Editorial Calendar
1. Bring different members of the content production process
together including
a. PR
b. Web Devolpment
c. SEO
d. Marketing/offline/branding
2. Each Month of the Plan Should Include
a. State of Mind of Target Market
b. Major Events
c. Brand Milestones & Activities
d. Type of content (Each post-it note colour is a separate
content medium including video, social media, press
releases, blog posts, etc.)

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5. Clearly define the end goal for your content & work backwards
● Visualise what success looks like:
○ Social shares
○ Authority links
○ Targeted traffic

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6. Think big and craft your content to your top target publisher
1. Be prepared to give publishers an exclusive
2. Help promote the content on their domain –
outreach, social media, paid social/content
distribution budget
3. Encourage publishers to share via their social
networks and email lists

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7. Line up additional outreach & stories based around your main campaign

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8. Have the right hook to make your content sharable
●Ask yourself, “Why would anyone want to
share this content?”
●To generate sharable content like quizzes,
match people to items they associate with in
the press, idolize, or interact with in daily life.
●Most social content shares come from
Facebook – focus on the
most important channels

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9. Use outstanding photography to stand out from the crowd
●Articles with images get 94% more total views
●Tweets with images receive 18% more clicks,
89% more favourites and 150% more retweets
●Facebook brand pages with photos see 87% of
interactions

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10. Use outreach tools to leverage more coverage from your content

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11. Find who else has shared your content without linking
● Use Google image search to check if your
images and infographics have been used
on other sites without a link back to your
site.
● Establish the referral links to your
publisher and check if they’ve referred to
your brand as the source of the content.

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12. Test, Measure and Learn
● Test – Define and track key metrics in campaign reports
● Measure - Reflect on how the process could be improved for your next campaign
● Learn – Make every new campaign your best one yet by applying key past learning’s

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1. Great production & great promotion, backed by strategy, are required
to deliver incredible results
2. Start with “Why?” and establish your content’s purpose to your target
audience, then ask “Will anyone really want to share this?”
3. Develop an editorial calendar, complete relevant research, and craft
content in partnership with top publishers to get the best results.
4. Invest in building an audience - your biggest marketing weapon should
always be the publish button!
Summary

19. We would love to help
you with your content
marketing strategy.
BlueGlass
45 Leather Lane
London
EC1N 7TJ
020 7242 0142
london@blueglass.com
www.blueglass.co.uk
@blueglass
@ChelseaBlacker