How To Deliver Revenue

Through Creative

Content & SEO

WHAT MAKES

GREAT

CONTENT?

Shareable

Personal

FUNNY

controversial

Interesting

Shocking

INSPIRING

unique

Great Content?

Shareable

Personal

FUNNY

controversial

Interesting

Shocking

INSPIRING

unique

TO

ME!

“People don’t read

ads. They read what

interests them, and

sometimes it’s an ad.”

- Howard Gossage

GREAT CONTENT SHOULD

STRIKE A CHORD WITH ME!

Even better…

IF IT EVOKES AN EMOTION

IF IT CAUSES A REACTION

GOT IT!

Lesson 1 – Know Your Goals

∞ What are the objectives?

∞ What ROI do I want

to generate from

this content?

∞ What actions do I want from the content?

Lesson 2 – Stay On-Brand

Lesson 3 – Think Device

∞ Transmedia

∞ Multi-device

∞ User ‘sessions’

∞ Think platforms

Lesson 4 – Be Human

https://www.youtube.com/wa

tch?v=VDcoRFJ4Q9w

Lesson 5 – Track the Progress

∞ Make sure you are always tying back to your

initial objectives

∞ Use your learnings to feed into future

campaigns

Objectives Tracking &

ReportingOptimise

Putting It Into Practice

Objectives &

Benchmarking

Audience Insights &

Business Information

Content Strategy

& Creation

Channel

Placement

Tracking &

Analysis

Device

Appropriate

The approach…

What Are The Goals?

∞ Use content to drive incremental revenue

∞ Leverage existing content

∞ Collaborate across the business

∞ Maximise reach to target audiences and influencers

Aim For Cohesive Organisation

Marketing

SEO

Social Media

Editorial

ProductEmail

PR

Direct

∞ All channels

considered

∞ Better quality

content will be

created

∞ More revenue is

driven from quality

controlled content

Bridging Department Content Plans

∞ Calendars exist throughout the business

∞ Map key activity

Marketing

Calendar

Sales

Promotion

Dates

CEO’s

Outlook

Calendar

HR

Resource

Calendar

Press

Calendar

Social

Activity

Roadmap

Digital

Marketing

Tech

Release

Schedule

∞ Face to Face Meetings∞ Project Manager∞ Centralised online using

G-Docs

Building A Content Calendar for SEO

June w/c June 2 w/c June 9 w/c June 16 w/c June 23

Editorial

PR

Email

Social

Technical

Marketing

Shoots

VM

Building A Content Calendar for SEO

June w/c June 2 w/c June 9 w/c June 16 w/c June 23

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COLOUR CODES

VINTAGE

High – Link Opportunity,

Relationship Building, Brand

Visibility, Revenue Driver

Mid-Tier – Brand Visibility,

Relationship Building, Visits

Lower – Brand Visibility,

Visits

SEO Quality Control

∞ Create an SEO

checklist for each

department

∞ Sense-check any

content is going to

benefit SEO

∞ Will help increase

return from all

areas of the

business

TO BE ACTIONED

What content works best for SEO?

∞ Videos

∞ Widgets

∞ Interactive

Infographics

∞ Competitions

∞ Animated GIFs

∞ Hangouts

Content Solving Business Problems

Creating Content Within Content

∞ What type of content within content works best for SEO?

Blog Link Blog LinkNews Site

Pick Up

Standard Website

Content

Creating Content Within Content

∞ What type of content within content works best for SEO?

Standard Website

Content

Creative SEO

Assets

Blog Link Blog Link

Blog Link News Site

Pick Up

News Site

Pick Up

Blog Link

Blog Link

Distribution Plan – Reach

∞ Outreach the highest value content to your strongest influencers

∞ It can take months to build a complex relationship network

ContentOutreach to

influencers

Reach

Opportunity

More

likely

pickup =

Better

ROI

Actual

Reach

Distribution Plan – Extending The Reach

∞ Use tools and content recommendation engines to promote your content

Spent

$80

FREE!

“This collaborative, asset-

based approach generates

over twice the return than

a stand-alone SEO project.”- Farfetch

IN

SUMMARY

Summary – Key Takeaways

∞ Know your objectives

∞ Integrate with the wider business

∞ Content should drive a clear return

∞ Your audience = your influencers’ audience

∞ Think device and platform

∞ Be creative – BUT – be human and stay on-brand

THANK YOU!

Don’t forget –

Google Hangout next

Thursday 20th

November, 4pm for

any questions!

http://goo.gl/iz016e