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Content MarketingSamuel Spurr

Twitter.com/inlumino Facebook.com/InluminoCommunications

The rise of the “Prosumer”

Traditionally the general public has been a media consumer.

With the rise of Web 2.0 = social media and content creation platforms

The general public are becoming both producers and consumers of media.

CONTENT MARKETING

WHAT IS CONTENT?• General content• Newsletters• Blogs & Articles• “How To” & F.A.Q• eBooks• Video• Images • Infographics• Case Studies

CONTENT MARKETING

What your Content should do:• Inform• Engage• Create awareness• Build relationships• Convert casual visitors into regular

followers• Refer followers: • To more information• To industry organisations• To the answers if you can’t help

CONTENT MARKETING

Why is Content Important?

• Create relationships• Build trust• Make you the authority in your industry• SEO – helps with search engine rankings• You’re producing your own content to

share on social media… and not sharing someone else's content.

CONTENT MARKETING

Types of Content : Platforms

• Text: Blogger, Wordpress

• Images: Instagram, Flickr, Pinterest

• Video: YouTube, Vine, Instagram

• Sound: VoiceByte App

CONTENT MARKETING

What is SEO?• Search Engine Optimisation (SEO) is the process

of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.

• All search engines have such results, where web pages are shown and ranked based on what the search engine considers most relevant.

• Payment isn’t involved, as it is with paid search ads.

CONTENT MARKETING

How Content Marketing Helps your SEO• Creating regular new content on a

topic of interest that is being shared.

• Keywords are being used regularly & repeatedly in context.

• Outbound links – From linking to relevant content in your material.

• Inbound links – Others linking to your relevant content.

CONTENT MARKETING

According to the team at Chickita:• Sites listed on the first Google search

results page generate 92% of all traffic from an average search.

• When moving from page one to two, the traffic dropped by 95%, and by 78% and 58% for the subsequent pages.

CONTENT MARKETING

How Content Helps SEO“This is not something that can or will happen at the drop of a hat. It requires time and commitment to building a relationship with influencers and sharing with them content that is of real value to their network.”

“Quick SEO, is now firmly in the past.”

David Amerland, search engine expert and author of Google Semantic Search, regarding Google’s new Hummingbird Algorithm.

CONTENT MARKETING

How to improve your Content• Consistency• Make it about the customer not YOU!!!• Use keywords throughout the content –

BUT write naturally, not like a robot.• Have attention grabbing headlines• Ask questions • To generate interaction• The answers can help you generate

new content ideas too.• Lead visitors to enquire

CONTENT MARKETING

Ideas for Content

• Share industry news• Report/Comment on industry issues• Provide answers/solutions to industry

challenges• Interviews• Share case studies

CONTENT MARKETING

CONTENT MARKETING

Other uses for Content:• Media:- Convert a blog post into a media release- Show journalists you can comment on the

industry: - You’re a worthy source and know your subject.

- Already have online links ready - Trade media and journal submissions

CONTENT MARKETING

Content Marketing is not:• The hard sell.• Telling potential customers how good your

business is.• How your product is cheaper/faster/better

than your competition.• Listing a price for your product/services• All of the above is advertising.

CONTENT MARKETING

Why Content Marketing should not involve Advertising of any kind:

• Traditional advertising is one way and does not stimulate long-term engagement

CONTENT MARKETING

Case Study: S.E. Rentals• Began blog Visible Thoughts in January 2013• Up to page 2 of Google by March• On to page 1 of Google for specific searches• Creating B2B vendor equipment finance content• Using Twitter, LinkedIn, Google+ to share

content and now using Vine for short video.• SER now has attention of larger funders• Guest pieces for SMH’s My Small Business Page

CONTENT MARKETING

Case Study: Chiropractic Central• Began blog in August 2013• Creating & Sharing B2C Chiropractic and

Health content + Event news• Using Facebook to share content• On to page 1 of Google for specific

searches• Blog is second most visited page after

home page.

CONTENT MARKETINGThings to Consider:• Your content type• Research your target demographic• Make your content marketing strategic

– Create a content calendar– Make regular updates and stick to your calendar

• Choose your social media platforms wisely

Creating great content is a waste of time if no one sees it.