Content Marketing Move beyond traditional SEO by leveraging your company’s USP

Ian Miller, Search Director @millerian

•  Ian Miller, Search Director at Crafted Media

•  Full service digital agency with a team of 40+

•  Dedicated search team spanning organic SEO, paid media, analytics, social, copy

•  Clients across a wide range of industries

Hello @millerian

crafted.co.uk @craftedmedia

“Content Is King” Bill Gates, Microsoft

1996

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Content marketing

“An umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to engage current and potential consumer bases” Wikipedia

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What is Content Marketing?

Social Media Whitepapers

Link acquisition PR angle

Site evaluation

Social media updates

Brand guidelines

Relationships

Statistics

Scale

Engagement Blogs

PR SEO

Niche research

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Define your USP

What sets you apart? •  What is the data that powers your business? •  Create knowledge hubs •  Leverage your clients •  Survey your customers •  Challenge the business •  Create interest

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Research target niches

•  Keyword research •  Competitor backlinks •  Google Insights •  Identify influencers •  Engage early

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Create assets

•  Don’t skimp on quality •  Create shareable content •  Become a reference •  Consider the audience •  Incite debate •  Regularly review

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Launch content

•  Plan ahead •  Give people early access •  Ensure all channels covered •  Combine with traditional PR

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crafted.co.uk @craftedmedia

Outreach

•  Divide by sector, audience and locality •  Leverage social proof •  Offer bespoke content •  Develop relationships first, links second •  Be persistent

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Case Study – reallymoving.com

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Case Study – reallymoving.com

•  Established 1999 •  Over 600 partner companies •  reallymoving.com generated leads for over £44

million of work for their partners in the 12 months to September 2011.

•  Leads equivalent to 11% of moving home market •  Strategic partnerships with:

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•  Identified need for moving advice •  Over 25 local government links •  Additional distribution through

home improvement communities

Case Study – reallymoving.com

crafted.co.uk @craftedmedia

Case Study – reallymoving.com

•  Mainstream coverage

•  Authority outreach

•  Localised coverage

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Reallymoving.com results

•  Implemented end of 2010 –  50% growth in traffic from 10/11 –  25% increase in quotes 10/11

•  Excellent organic positions for generic phrases not targeted by SEO

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Ian Miller Search Director ian.miller@crafted.co.uk

Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. hello@crafted.co.uk www.crafted.co.uk

Thank you for listening