the rise of content marketing

The Rise of Content Marketing

“Don’t be content with poor content…”

We will cover…

• Traditional SEO – The Demise• Digital Marketing – The Future• Content Marketing – The Winner

The Dark Art of SEOManipulating

Google

Exploiting Algorithms

Spammy Backlinks

Google get better at preventing this approach every day.

Google’s reputation was on the line.

Search results impacted, users unable to get the results they wanted.

A new approach was needed...

Image source: http://2.bp.blogspot.com/-lnQEXkpsank/UJFmA5ws2-I/AAAAAAAAAw0/-zAZLrHCA5E/s1600/GoogleHQ5.jpg

Why the battle?

Image source: http://www.julialou.com/wp-content/uploads/2011/09/penguin_vs_panda.png

Penguins and PandasPenguin Update: Targeted websites using low-quality “black hat” SEO.

Panda Update: Targeted websites with thin, non-valuable content.

Image source: http://coffeebeansandbobbypins.blogspot.co.uk/2012/07/for-your-viewing-pleasure.html

This turned the SEO world upside down

Image source: http://www.wallsave.com/wallpapers/1600x900/futuristic/810285/futuristic-london-810285.jpg

The Future

Sustainability

Quality Content

Less focus on Rankings

Diversify origin of Organic Traffic

Working with Google, not against them

Image source: http://www.mrwallpaper.com/wallpapers/ostrich-head.jpg

Integrated Digital Marketing

Search is part of your Digital Marketing, but your Digital Marketing Strategy is not

just Search.

Content is still at the forefront of Digital

Marketing. Execution & delivery are the factors that influence success.

Don’t forget that technical

SEO is still important

Loves….

Trust: Merging and verification

of Google Maps, Places, & Google Plus.

Authorship & Geo verification improves

Google’s trust in businesses & websites.

Location:Google enjoys knowing

where a question is asked & providing the best

results.

Want to rank well for “Abingdon web design”? Well, your business now needs to be in Abingdon!

A new challenge for SEO professionals to increase visibility on a local level.

Brands:Consistent brands

working hard to get their identity on the Google

radar. Social signals from LinkedIn, Facebook,

Google Plus, Twitter, and more are rewarded.

Info:Useful information, Unique information, Helpful information,

Interesting information.

The Core?

High Quality CONTENT

What is Content?

Content can be..

Podcasts, videos, articles, website

copy, guest blogging, featured

posts, infographics, presentations,

press releases, social media,

outreach, email marketing, apps…

and more.

The vagueness…

Top Content & Google:

Info: Well researched and well written. Natural

flow, not keyword stuffed and answering real

world questions.

Brand: Consistent branding across all content. Highlight brand identity.

Trust: Authorship linked with good content makes it credible. Shared content shows its popularity.

Champion Content is…INSPIRATIONAL

EXCEPTIONAL

UNIQUE

CREDIBLE

FUN!

(Via Moz)

Distribution:

Content NOTHING without distribution

Social Media

Guest Blogging

Manual Outreach

A New Thing?!

John Deere: The

Furrow

The Michelin Guide

Colgate’s Articles

The Goals:

Build Trust

Attract Prospects

Understand Prospects

Show Benefits

Paint a Picture

Deepen LoyaltyDevelop Ideas

Search Engines

THE LINKS WILL COME!

Our Process:1. Establish goals.2. Plan.3. Research.4. Write, draw, or design.5. Distribute.6. Monitor & Analyse.7. Learn & Improve.

Want to know more?

Get in touch with Zest today, or visit our blog at:

www.zestdigital.co/blog