So…, What is content? • Your sites core information• Information which creates

authority or engagement • A way to create better identity• A key to off-site relationship

building• Should be a reflection of your

real world relationships and USP

Why Content

Why do you need content?• To be indexed by search engines• To build your authority• To support your brands’ message • To create ‘social buzz’• To create advocacy• To rank better

Create content for

&

The Good• Well Targeted • Creative Content• Writers with Authority • Ego Baits• Rich Snippets• Engagement• Connecting the dots

The Benefits• Traffic• Awareness• Sales / Conversions• Customer Retention• ‘Votes’ of authority

The Bad• Content for the

sake of content• Thin content• Automated methods• Content in bad neighbourhoods• Poorly targeted• Poor production

The Risks• Being Penalised

by Google• Poor Brand perception• Wasting money• No rankings

When using bad techniques

Align your content with your goals• Have a strategy• Start with something• Measure the impact• Determine what works• Be agile

Create Brand Advocates

Content on your site• Should reflect news &

developments within your company

• Should provide useful information

• Should add value to your business and your users

• Should be structured in an effective way to be indexed by search engines

Content off your site• Should be relevant• Should be on reputable sites• Should be contextual• Should link to your site• Can be via social media

One size does not fit all

Timing helps• Where you are publishing and

what time of the day matters• People engage on different

platforms and devices at different times of the day

• Content relevant to today can be of value

• Make the most of your time and investment - Post great content less often than more frequent dull content

Content for device

• Consider device type• Desktop / Mobile / Tablet• Serve appropriate content

based on user behaviour on each device

Content for platform

• Your website• Other peoples websites• Social Media• YouTube

Content for targets• Who do you want to engage?• What action would you like them to perform?• Customise appropriately

Will it cost?

• Your main site content - $1000’s• Blog posts - $5 to $1000’s • Link-bait article - $500 to $2000 +• Info-graphics - $1500 +• Press releases - $200 - $1000 +• Tools - $500 +• Animation - $500 +• Video $2000 +• Polls & Surveys $50 +

Quality!!

Example -Infographic

http://www.cosmosclinic.com.au/wp-content/uploads/coscli/2013/06/Brotox-Cosmos-Clinic.png

Example – Ego Bait

http://www.eastcoastcarrentals.com.au/blog/5-australian-travel-bloggers-family-guy-style

Example – Competition – Facebook campaign

http://www.jobadvisor.com.au/for_employees

• Educational resources

• Industry Awards• History• Top 10’s• Free stuff

Some ideas for content for thePrinting & Graphic Design industry?

• Templates• Product information• Tech Information• Industry Resources• Tools• Facebook ‘apps’

• Innovation topics• Guides – ‘How to’• Contests & Giveaways• Polls & Surveys• Tutorials• Webinars

In summary• Create good quality content• Cater towards your market• Create content you would

want to read or share• Don’t give in! Content is eternal• Be different! • Be real!

Thank you!

Connect via @Visual_Alchemy & @dejanseo