Greenlight is an independent, award winning full service digital agency driving growth through its digital services portfolio

  Driven by our analytical capabilities, we deliver holistic digital solutions for global

brands, leveraging its SEO, Paid Media, Creative and Design, Social Web Development and eCommerce expertise

  Greenlight has three core service pillars: - Design & Build- Digital Marketing- Measurement

  Greenlight services B2B and B2C brands across a spectrum of verticals including

Financial Services, Travel, Fashion and Retail   

Our clients include LV=, Urban Outfitters, Millennium & Copthorne Hotels, RS Components 

Greenlight was founded in 2001 and is headquartered in London (King’s Cross)

Content Marketing Is

With Victoria Galloway, Greenlight Digital

Agenda:

1. What type of content is considered ‘content marketing’? 2. The content marketing story so far 3. Definitions4. Engineered communication5. Origins of marketed content6. 5 reasons why we’re doing it7. How to create compelling content in 20148. 2 case studies 9. Measurement10.Round up

First of all… what kind of content are

we talking about?•Feature blogging•eNewsletters•Infographics•Events •Podcasts •Print media. E.g. Magazines •Video•Web content •Webinars•White papers How can I get m

The different content marketing

stories so far

A metrics mind maze

A new SEO

A filthy disguise!

The medium is the message

A new essential product

It’s dead…. (I’ll leave)

Where are we now?

What do I think?

Content marketing Is:

Engineered communication

What does this mean?

Engineered Content Is?

UNIQUE, SHAREABLE, AUDIENCE WORTHY content that AIDS the CONSIDERATION PHASE through

DEFINED STORYTELLING.

Storytelling is an age old method of communication

Content marketing originsThe New York Sun: Building an audience est 1835 Michelin Guides,

est 1900 Theodore McManus, General Motors, 1915

Achieving a circulation of 30k (+11k) in 2 years. Men who make tyres

making books. Non branded advertising“In every field of human endeavour, he that is first must perpetually

live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at

work.”

Modern day examples

“BuzzFeed has the hottest, most social content on the web. We feature breaking buzz and the kinds of things you'd want to

pass along to your friends.”

BA

#LookUp

Grammarly

5 reasons why are we doing it

Effective content creation draws together three key elements:1. Audience2. Brand3. Search

Website ReadershipTailored content produced with the website in mind ensuring legitimacy, diversity and uniqueness

Brand Promotion

Satisfying brand requirements and integrating with existing marketing campaigns for added PR value

Search Benefit

Quality content on quality sites ensuring good link credibility

Going beyond the keyword to build a community

Measureable engagement

It’s SEO gold. Contextual, worthwhile and genuinely good content is a preferred ranking.

Content is king on social media too

Good content strategy works - all year round

How to engineer compelling content

Define your audience and create an audience profile

Who are they?

What interests them?

What makes them tick?

How do they interact online?

What stage of the buying/sale process are they at?

For now, my lips are sealed…

Pre production considerations

Engaging with social listening

Research topics – recognising and predicting traction

Which medium would best present your idea?

Have you defined your off page TOV?

Strategise and plan the seedingYou need to: Promote audience

interaction. Raise your profile. Earn natural links. Aid a good content strategy.

Engineer it…. Evaluate it…

Good content should do at least one of these:

- Offer a personal connection - Be informative – offer new insights or unique data- Be relevant/timely

…And strategise it.

Online publishing isn’t too different from offline.

Engage in media theory. Humans want:

1. Information that helps complete our individual patterns. 2. Information that is familiar. 3. Information that is exciting. 4. Gratification. 5. Leadership.

SEO considerations for content planning

Video & Graphic content

- Not indexable unless accompanied by written transcription - Less suited to building thematic depth, catering less to Panda. - More easily digested by users

Text content

- Indexable by search engines but generally less likely to be shared or linked to.

- Fewer influencers will tend to read the entire thing. Online vs Offline content

- Generally more suited to building thematic depth, authorship and catering to Panda

“Claire Handscombe [author] has a commitment problem online. Like a lot of Web surfers, she clicks on links posted on social networks, reads a few sentences, looks for exciting words, and then grows restless, scampering off to the next page she probably won’t commit to.” - Michael S Rosewald.

Case studies

CASE STUDY: COST OF A CHILD VIDEO CAMPAIGN

Fully integrated content campaign: PR, Social and Outreach.

Based around engaging video content. Outreached to parenting bloggers.

CASE STUDY RESULTSObjectives Measures of Success Achieved Comments

Promote the report and video to relevant bloggers

• 10 mummy bloggers took part on the activity

All linking to love life

Provide natural content and link opportunities to Love Life hub

• 12 blog post related to the cost of a child report with links to the target pages

  2 Extra Blog post

Brand engagement via social media • Hashtag reach of 30,000+ 37,065

potential impressions

CASE STUDY: Tesco Living Hub.

CASE STUDY: Tesco Living Hub

Contemporary design trends

Largely aimed at mums it delivers excellent quality

advice and 'how to' content

The stories are concise and ideal for time-pressed

parents

Google-friendly headlines too

New content posted daily – not just words and images but videos and quizzes too – the video have a separate YouTube channel

The content is never pushy or salesy

The all important measurement

Measurement vs Subjectivity Questions:

1. What is the worth of a ‘like’?2. Does pick up equate to engagement?3. Do clicks convert?

According to a 2014 report by the Content Marketing Institute….

• 88% of UK marketers use content marketing

• Only 42% having a documented content strategy

• Web traffic is common top content marketing metric (66%)

• SEO ranking and social media sharing at joint second (52%)

“Just because something is

popular does not make it worthy,

but ignoring audience

engagement is a sure route to

irrelevance.” – David Carr, New

York Times

KPIs for content “There are those who try to pull together a

host of metrics (consumption, sharing and sales metrics, for

example) without applying any particular model or methodology to understand how they

relate to each other. This frantic general is

measuring everything in aggregate and is, as a

result, befuddled.” Ryan Skinner, Forrester

Research.

Link earning: Links from relevant, high quality sites. Factors that amplify the power of these links in search engine algorithms, like a high click through rate. Improved rankings for the generic keywords targeted via internal links Stable ranks during and after Penguin updates (roughly bi-annually) No link warnings or penalties

Long tail rankings Improved rankings for the keyword the content is designed/engineered to target

Thematic depth Improved rankings for the generic keywords that are the root words for the theme of the content (e.g. if the content is about life insurance, then improved “life insurance” ranks are a KPI)

Authorship “entities” Improved rankings for the keyword the content is designed to target Presence of author profile photo in the search results

Engagement Dwell time Bounce rate Stable or improved ranks from Panda updates (monthly)

1 6

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Round up

Content marketing is….?

Measurement remains key

Marketing content isn’t new – get inspired!

What’s the buzz? Why do we do it?

Measureable engagement

Building a community of fans

It’s SEO gold.

Content is King on Social.

It should aid a good strategy

Content engineering rules!

Content: How’re you going to do it?

thanksTHANK YOU

Recommended reading

• Epic Content Marketing by Joe Pulizzi• Content Marketing Institute [feed]• Inbound Marketing: Get Found Using

Google, Social Media and Blogs by Dharmesh Shah

• The Greenlight Digital blog