@kirkhullis

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@kirkhullis

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About Healthspan & our content

@kirkhullis

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How can your digital content cater for all of your customers?

@kirkhullis

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The first two personas to satisfy

@kirkhullis

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Who are your customers?

Over55+

Under 55

What we think What we can show

@kirkhullis

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Research & fix your targets.

@kirkhullis

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Choosing content

@kirkhullis

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The Content Sweet Spot™

THINGS PEOPLE ARE LOOKING FOR

THINGS YOU ARE

TRYING TO SELL

THINGS THAT ARE INTERESTING TO TALK ABOUT

@kirkhullis

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Channels & Platforms

@kirkhullis

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Have confidence in the groundwork

- Create content

- Get it live

- Learn and improve

- Automate what you can and explore the next channel

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What next?- Give some thought to the quick customer and internal stakeholders.

- Focus on key customer types

- Prioritise content that hits the spot™

- Be confident in the groundwork

- Publish on/share to appropriate channels and devices.

- Learn and expand.

And read this >>>@velocitytweets

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Awkward questions.

If you think of something later:

@kirkhullis+kirkhullis

Hello!Mark Brill @brillthings

What the hell is this guy looking at? The World or something?

- Phone by your bed?- Phone as an alarm?- Check it first or last thing?

Mobile has arrived

UK usage Analysys Mason and Nielsen, 2014

comScore, US, April 2014

(and this)

#1 – Understand the user landscape#2 – Get the hygiene right#3 – Be useful#4 – Be engaging

#1 - Understand the user

landscape

0.5% of ‘fans’ are talking about a brand

*Admap, 2012

A Rapidly changing landscape

20% of media time is spentin mobile devices

5%of media time is spentin print

Mary Meeker, KPCB, Internet Trends 2014

More photos shared than Facebook

More messages sent than SMS

Our Mobile Planet

Technology is a tool, not a marketing channel

Messaging

Apps

Web

Proximity

SMS/MMS/UDID

IP – What’sApp, WeChat

App Push NotificationsNative Brand Apps

Hybrid/Webapps

Utilities (social, AR, QR)

Responsive

Adaptive

Independant

NFC (Contactless)

Beacons/Bluetooth

WiFi

And how do brands respond?

Problem: brands aren’t very good at mobile

‘Let’s build an app, yayy!’

But …

80% of brand apps are downloaded less

than 1000 times

*Deliotte, 2012

#2 – Get the hygiene right

Web (responsive or adaptive)

Social links optimised

Search: paid, organic, location

Email

Integrated

Mobile Search (#fail)

Pai

d

Natural

#3 – Be useful

#4 – Be engaging

The Future?

The end of the smartphone

#1 – Understand your audience/landscape#2 – Get the basics right (web,social, email)#3 – Focus on service and problem solving#4 – Create engagement, not technology

Thank You!Mark Brill@brillthingsmark.brill@brandemotivity.com

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Implementing SEO as part of a

complex Marketing Strategy

Harpinder SohalHead of Online Marketing (UK Mail)

Profile overview

• 10 years in Online Marketing/Digital/eCommerce

• UK Mail since 2011• ipostparcels.com – Pure play start-up

(Sept 2011)

Key takeaways

• How to assess and implement changes to improve your SEO visibility.

• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing

• How content is the key to expanding search visibility

Where we started

• Brand launch of ipostparcels.com in late 2011• SEO campaign targeting a link building

strategy• Quantity vs. quality • Short and sharp progress• Google’s un-natural link profile warning in

WMT

Link building planOne Off SEO Work iPostParcels KEYWORDS 35PAGES FOR CONTENT & META 7PAGES FOR META ONLY 5INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250BLOG INTEGRATION YESPR SECTION YESMonthly SEO WorkflowFREE DIRECTORY SUBMISSIONS 300BLOGS X 250 WORDS 6BLOGS PUBLISHED TO WEBSITE 6SOCIAL BOOKMARKING SUBMISSIONS 120ARTICLES X 300 WORDS 2ARTICLE SUBMISSIONS (TOTAL) 100PRESS RELEASES TO 100 PORTALS 2 then 1 alternatePRESS RELEASES SUBMITTED TO SITE 2 then 1 alternateNEW DIRECTORY SUBMISSIONS 15GUARANTEED DIRECTORY SUBMISSIONS 8FREE BUSINESS DIRECTORY SUBMISSIONS 15THEMED LINKS (PR 0) 7PR 1 LINKS 6PR 2 LINKS 3CONTEXTUAL BLOGS 3PROFILE CREATIONS 1

Backlinks & referrals

Backlinks & referrals

How we reacted

How we reacted

• SEO landscape turned upside down – Penguin (April 2012)

• Effect on keyword rankings• Change of agency (iProspect

Manchester)• Change of SEO strategy • Matt Cutts blog on buying links

Where we ended up• Strategizing SEO to customer (and

Google!) needs with Vertical Leap• Focus on unique, high quality &

relevant content

Content that is genuinely sharable…

Where we ended up• Strategising SEO to customer (and

Google!) needs with Vertical Leap• Focus on unique, high quality &

relevant content• Keywords are so last season!• Diversifying content strategy &

engaging social media• Integrating SEO into the Marketing

mix e.g. PPC• Impact on search visibility

Organic traffic growth

Search visibility

Search profile

Conclusion

• Identify specific activity that could be detrimental to SEO

• Diversify your content output & ensure its engaging

• Incorporate SEO into ALL your marketing channels

• Content is still very much…

questionsHarpinder Sohal

Dave Colgate

Head of Online Marketing@HarpsSohal

Search Specialist@SEODave

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“Buzz” DiscussionsListen to the bell to move on to the next session (4 x 15 mins)

Oliver Purdom“Marketing careersin 2014” Buzz Discussion Leader

Steve Hollyoak “UX” Buzz Discussion

Leader

David Colgate“Search” Buzz

Discussion LeaderMarc Duke“Social Media” Buzz Discussion Leader

Simon Washbrook“Email Marketing” Buzz Discussion Leader

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