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What Is Content Marketing?

Rooster discuss the importance of content strategy, working with editorial calendars, and how to manage a content marketing cycle.
by

Nick Seagrave

on 1 July 2014

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Transcript of What Is Content Marketing?

Lessons from a study of 100m articles
Managing content
Agenda
A brief history
of content

What is
Content
Marketing?

#BreakfastClub
A brief history of content
What's it all for?
Examples of great content
Managing & producing content
Tools & strategies
Not a new thing!
Same rules apply today
Digital content is everywhere
It's consumed anywhere too
1929
Video
Blog Article
Presentation
Infographic
Guest Blog
Apps
E-book
Podcast
Audio
Content can be...
Content
Marketing
Cycle
Planning
Research
Shortlist ideas
Test / feedback
Be creative
Editorial calendar
Development
Begin to create
Identify assets
Outsource or delegate
Edit, refine and review
Tip: don't try and tick too many boxes
Optimisation
How will it be delivered?
Who is consuming it?
Split test / feedback titles
Tip: draft variations of a title
Tip: keep social titles short
Distribution
Not finished yet!
Placement
Syndication
Re-purpose
Build systems
Measurement
Monitor audience
Analyse performance
Give it time
Learn, refine & tweak
Tip: Content for search (SEO) takes time
Working with
editorial calendars

Free tool:
Trello

Online project management tool
Visual
Cloud-based
Collaborative
Why use a calendar?
plan
edit
approve
schedule
Blogging/news often sporadic
Spread the load - manage!
Bolster offline marketing campaigns
Accountability - internal teams
What does good content do?
Close ties with SEO
Inbound marketing
Provide value
Build trust
Tell your story
Any questions?
1935
1988
2004
2006
- 2012
Why do people share content?
2012
1. Long articles get shares
2. Use at least one image to get more shares
3. Use emotion to grip your readers
4. Use infographics and lists
5. Find influencers to share
http://bit.ly/1uXOcNj
Here's what other businesses are doing
Key takeaways
Drive awareness both on and offline
Increase your traffic from search & social
Generate more qualified leads
Build trust in your brand
Encourage internal engagement
1 million views across all content channels
67,000 clicks generated by the #TradingAcademy Twitter feed
A 1443% increase in social referral visits
81% increase in unique website visitors
60% increase in PPC acquisition for brand terms
Content case study
Content example
Content example
Full transcript