Content Leader MasterclassManchester Jan 2016

#CLManc2016

Overview of EventThe Content Leaders Masterclass showcased a series of expert insights from five industry leaders who shared their latest thinking on the big issues, industry trends and strategies that are shaping the content marketing landscape. Main topics covered during the round table discussions were:

The future of content marketing

Creating the right content strategy that your audience can emotionally engage with

Content creation for maximising organic search visibility

How to amplify and promote your content to extend reach and drive conversion

Tactics for measuring the effectiveness of your content

Paul Morris (co-op digital)

B.A.D.A.S.S

PlanningEngagement

Action

BRAND Audience Distribution Authority Social Shareability

People will naturally share from brands which they feel are an authority in their field

!EMOTION!

Not every type of content is designed to create the same result – but each type of content should inspire an emotional connection with the reader.

Key Learnings from Paul Morris

• Micro-moments matter – from the device journey to the touch points of the users emotions, driving the actions on site.

• Integration is key – On-page, Content, Social, Localisation are all important, but differs per campaign and models.

Credibility + Reliability + Intimacy (relationship)

= Self Orientation (for the user to navigate their own way around your content and make informed, educated

engagements dependant on the emotions your content inspires)

Mike Hepburn (The Guardian)‘’The Future of Content Marketing is Long Term

Engagement’’

Know your audience – not every demographic relates to every channel

Long term objectives should include:1/3 Planning1/3 Producing1/3 Distributing

Always aim for the top when distributing content, they may say yes. Have the confidence to sell your idea and content to influencers.

Do less content but do it better! Form an emotional connection.

Key Learnings from Mike Hepburn

• An editorial schedule is not a strategy• Think of the bigger picture – step back, plan,

schedule on social channels• Position yourself as the expert – not a

newswire. Reactive is good, but less content on your expert subject has more long term value.

Long Term Gains > Short Term Profit

Lawrence Alexander (HOME Agency)

PROFIT

STRATEGY

TACTICS

Feeding up, as The top may Not existWithout the Below elements

If your cost per acquisition is increasing you are reaching saturation point within your target audience and will steadily begin to decline if your content marketing strategy is not aligned

Key Learnings from Lawrence Alexander

• Evaluate how much your brand traffic is down versus competitors and market terms. If your brand term is decreasing and the other two are increasing you need to adapt your strategy and content to compete.

• Increase brand awareness which will impact brand search rankings and also PPC, as bidding on brand terms is cheaper. This will lower the cost per acquisition.

• Keep the user journey and the purpose of content in mind: Consideration/Intent/Awareness.

• Measure trust with google surveys• Also strategically plan using a combination of data, research and

intuition.

MITIGATE RISK

Blue Logic Digital & Search Laboratory

‘’There are 3 types of content and all of them contribute to SEO’’

VIRAL

CUSTOMER ENGAGEMENT

RANKING CONTENT

Relevant traffic. Remember the brand. Sign up

Content which is shared and gains relevant back links

Should also be converting content, which ranks high in search engines.

Key Learnings from Blue Logic Digital & Search Laboratory

• Guide links to content rather than products to gain more long term back links.

• Become an editorial destination with a good mix of the three content types.

• Create more content with the aim of being shared in mind, connecting emotionally with the reader.

Actions to take from #CLManc2016

• Reliability: Events are not just about promotion, but can be educational and informative occasions which people will naturally write about and link to.

• Intimacy: The element of surprise and personalisation can be a key driver of brand loyalty for both online influencers and offline customers

• Self Orientation: Offer how-to master classes or send DIY style parcels to site owners. Do not ask for links, but make the activity good enough for them to want to write about (soft sell)

• Followers and Content is good but quality over quantity should be a key part of your long term strategy.

Further Reading: http://digital.blogs.coop/https://www.searchlaboratory.com/what-type-of-content-to-use/ https://www.thinkwithgoogle.com/infographics/flipping-from-exposure-to-engagement.html