success beyond links: how to make your content more valuable
TRANSCRIPT
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Success Beyond Links
How To Make Your Content More Valuable
Vicke Cheung | @VickeKaravan
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myassettag.com/state-cycling-statistics @VickeKaravan
Content made in 2012
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@VickeKaravan
Content made in 2016
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Our content may haveevolved in form
@VickeKaravan
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But the objective has remained unchanged
@VickeKaravan
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Objective = Links
@VickeKaravan
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We bias our ideas to those that
are newsworthy
@VickeKaravan
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Because this gets us links
@VickeKaravan
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So why fix something that ain’t broke?
@VickeKaravan
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Is it future-proof?
@VickeKaravan
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Does Google Still Need Links
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“Win at brand awareness & perception”
What should you do next?
Does Google Still Need Links
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Link-building onlydelivers indirect value
@VickeKaravan
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Marketing is promoting / selling
products or services to people
@VickeKaravan
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You can get links even without people engaging
with your content
@VickeKaravan
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It’s time to stop limiting content to being all about links
@VickeKaravan
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Start doing things that can deliver value by
reaching people, not just search engines
@VickeKaravan
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What to expect in this presentation
@VickeKaravan
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What could this content be?
Where does the value lie?
Why will people care?
When should you release content?
@VickeKaravan
1. 2. 3. 4.
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What could this content be?
What’s the value for you?
Why will people care?
When should you release content?
@VickeKaravan
1. 2. 3. 4.
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What could this content be?
What’s the value for you?
What’s in it for your audience?
When should you release content?
@VickeKaravan
1. 2.
4.3.
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What could this content be?
1.
@VickeKaravan
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@VickeKaravan
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@VickeKaravan
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This is branded content
@VickeKaravan
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“Branded content will be at the heart of every
marketing strategy.”
@VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
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What exactly is branded content?
@VickeKaravan
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“Branded content”
@VickeKaravan
can mean different things to different people
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It’s both!
@VickeKaravan
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Despite advertising and marketing increasingly
converging…
@VickeKaravan
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Broadly speaking
@VickeKaravan
To advertisers, branded content
= paid media
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Broadly speaking
@VickeKaravan
To advertisers, branded content
= paid media
To marketers, branded content = earned media
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@VickeKaravan
Does this logo qualify it as branded content?
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Technically yes, but…
@VickeKaravan
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This is only a small subset of branded content
@VickeKaravan
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@VickeKaravan
✤ Link-driven
✤ Doesn’t matter if people are reading/engaging
✤ Doesn’t matter if people remember the brand
✤ Minimally branded
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This is content for link-building
@VickeKaravan
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@VickeKaravan
Marketing strategies, like Red Bull’s, are different
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@VickeKaravan
✤ Link-driven
✤ Doesn’t matter if people are reading/engaging
✤ Doesn’t matter if people remember the brand
✤ Minimally branded
✤ Designed to reach people
✤ Aim to build a community of like-minded followers
✤ Not-product focussed
✤ Consistently and boldly branded
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@VickeKaravan
This is content for brand-building
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“Red Bull’s brand awareness accomplishment is through the roof.”
@VickeKaravanbit.ly/2lLTJHm
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Great! How can we be the
next Red Bull?
@VickeKaravan
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Reality check
@VickeKaravan
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Not every company can invest in their own
media house!
@VickeKaravan
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@VickeKaravan
$64 million spend
$2 million spend
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They can justify this, because Red Bull Media House is no longer just a marketing cost centre…
@VickeKaravan
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It’s a profit generator
@VickeKaravan
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@VickeKaravan
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@VickeKaravanSource: Altimeter Group
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@VickeKaravan
✤ Brands that act as media companies
✤ Profit centres
✤ Content that directly makes money
✤ E.g. and…
5. Run
@VickeKaravan
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@VickeKaravan
✤ No investment in content marketing
✤ Relies mainly on “push” communications (e.g. email marketing)
1. Stand
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@VickeKaravan
✤ Early stages ofcontent creation
✤ Focus is onone or two discrete channels (e.g. Facebook page)
@VickeKaravan
2. Stretch
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@VickeKaravan
✤ Unified strategy across multiple channels
✤ Results become more measurable
✤ Start to connect content with revenue
@VickeKaravan
3. Walk
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@VickeKaravan
✤ Scaling up your content strategy
✤ Requires solidexecutive buy-in
@VickeKaravan
4. Jog
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@VickeKaravan
Most of us will probably be here
@VickeKaravan
2. Stretch / 3. Walk
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@VickeKaravan
Results are relative. Whichever stage you’re at, you can still achieve a lot
within your means
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Case studies
@VickeKaravan
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“Content to contact to cash”
Rick Short Director of Marketing Communications
@VickeKaravan
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“Content to contact to cash”
Rick Short Director of Marketing Communications
lead generation
@VickeKaravan
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2. Stretch
Customer contacts increased by 600%
in one quarter
@VickeKaravan
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Keyword research What drives people to the site?
@VickeKaravan
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Keyword research 73 keywords were identified
@VickeKaravan
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73 blogs created for each keyword
@VickeKaravan
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These blogs encouraged conversation
amongst relevant engineers
@VickeKaravan
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This also helped: Early-mover advantage
@VickeKaravan
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There are still a lot of untapped industries in the
content space
@VickeKaravan
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It pays to embrace your niche
@VickeKaravan
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3. Walk
@VickeKaravan
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@VickeKaravan
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@VickeKaravan
Free content behind a lead-gen form
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@VickeKaravan
Connect the dots between who downloaded them and who later converted
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The e-books contributedto $2.5 million in
annual recurring revenue
@VickeKaravan
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However it’s not always easy or possible to measure
revenue from content
@VickeKaravan
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Don’t worry! There are other ways to
prove the value of content
@VickeKaravan
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What’s the value for you?
2.
@VickeKaravan
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Micro-conversions
@VickeKaravan
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@VickeKaravan
Micro-conversions
Things that happen in the lead up to a full conversion
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Micro-conversions
@VickeKaravan
Things that happen in the lead up to a full conversion
E.g. growing social following
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Micro-conversions
@VickeKaravan
Things that happen in the lead up to a full conversion
E.g. growing social following Easier to track
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@VickeKaravan
Growyour social following
Build a retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
5 examples of micro-conversions
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@VickeKaravan
Grow your social following
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@VickeKaravan@VickeKaravan
Brand: Adidas’ new division
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@VickeKaravan@VickeKaravan
Audience: Youth market
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@VickeKaravan@VickeKaravan
Goal: Build Instagram following
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@VickeKaravan@VickeKaravan
Solution: Influencer-driven social campaign
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@VickeKaravan@VickeKaravan
Results: 12,000 entries; 41,000 new followers
instagram.com/explore/tags/myneoshoot/
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@VickeKaravan
Build a retargeting pool
![Page 97: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/97.jpg)
@VickeKaravan@VickeKaravan
Brand: Hans Oliving
![Page 98: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/98.jpg)
@VickeKaravan@VickeKaravan
Campaign: Dedicated microsite
olivingthelife.com.au
![Page 99: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/99.jpg)
@VickeKaravan@VickeKaravan
Results: 924,000 engaged users
for future retargeting
olivingthelife.com.au
![Page 100: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/100.jpg)
@VickeKaravan@VickeKaravan
“We have been extremely pleased with the results from this campaign, it has been a
first for us and it’s great to be recognised at a global level.”
Gerard Smith GM Sales, Hans Smallgoods
mumbrella.com.au/king-content-wins-social-media-award-new-york-olivingthelife-378163
![Page 101: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/101.jpg)
Increase time spent with brand
@VickeKaravan
![Page 103: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/103.jpg)
@VickeKaravan@VickeKaravan
Solution: Content hub
iooilandgas.com/powerful-thinking/
![Page 104: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/104.jpg)
@VickeKaravan@VickeKaravan
Results: Avg. dwell time of 3 minutes*
*industry avg. is 15 seconds
![Page 105: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/105.jpg)
@VickeKaravan
Drive targeted traffic and awareness
![Page 107: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/107.jpg)
@VickeKaravan@VickeKaravan
Goal: Raise awareness of Shutterstock footage
shutterstock.com/video/
![Page 108: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/108.jpg)
@VickeKaravan@VickeKaravan
Solution: Video campaign
shutterstock.com/blog/90s-commercials-for-modern-brands
Results: 4000 clicks to Footage page
![Page 109: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/109.jpg)
@VickeKaravan@VickeKaravan
“There is definitely a business case that we have made for these videos and why we’re pushing them so hard…the campaign is an opportunity to showcase what’s possible
with Shutterstock.”
Kashem Miah Global director of social media & content marketing
Shutterstock
contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
![Page 110: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/110.jpg)
@VickeKaravan
Attract consumers to test drive your product
![Page 111: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/111.jpg)
@VickeKaravan@VickeKaravan
Brand: Pierre Robert hosiery
pierre-robert.com/
![Page 112: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/112.jpg)
@VickeKaravan@VickeKaravan
Goal: Get women to try their tights
pierre-robert.com/
![Page 113: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/113.jpg)
@VickeKaravan@VickeKaravan
Solution: #Bikemytights campaign
![Page 114: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/114.jpg)
@VickeKaravan@VickeKaravan
Solution: #Bikemytights campaign
![Page 115: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/115.jpg)
@VickeKaravan@VickeKaravan
Results: 1560 tights sampled
![Page 116: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/116.jpg)
@VickeKaravan@VickeKaravan
Results: 75% increase in future purchase intent
![Page 117: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/117.jpg)
@VickeKaravan
5 examples of micro-conversions
Growyour social following
Build a retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 118: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/118.jpg)
@VickeKaravan
There is some overlap here
Growyour social following
Build a retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 119: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/119.jpg)
@VickeKaravan
E.g.
Growyour social following
Build a retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 120: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/120.jpg)
@VickeKaravan
These aren’t mutually exclusive but…
Growyour social following
Build a retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 121: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/121.jpg)
Your content shouldn’t be a jack-of-all-trades
@VickeKaravan
![Page 122: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/122.jpg)
Focus is the key or risk diluting the value
@VickeKaravan
![Page 123: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/123.jpg)
@VickeKaravan
Growyour social following
Build your retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
All concrete goals that can be easily measured
@VickeKaravan
![Page 124: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/124.jpg)
@VickeKaravan
Brand awareness
Brand sentiment
Brand trust
Much harder to measure accurately
@VickeKaravan
![Page 125: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/125.jpg)
@VickeKaravan
Focus on these…
@VickeKaravan
Growyour social following
Build your retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 126: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/126.jpg)
@VickeKaravan
Focus on these…
And these will naturally follow…
Brand awareness
Brand sentiment
Brand trust
@VickeKaravan
Growyour social following
Build your retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 127: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/127.jpg)
Content marketing isn’t a one-way relationship
@VickeKaravan
![Page 128: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/128.jpg)
You have to offer something valuable to your audience too
@VickeKaravan
![Page 129: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/129.jpg)
What’s in it for your audience?
3.
@VickeKaravan
![Page 131: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/131.jpg)
Does your content have the wow factor?
@VickeKaravan
![Page 132: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/132.jpg)
Or does it offer the aha lightbulb moment?
@VickeKaravan
![Page 133: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/133.jpg)
Wow
@VickeKaravan
Aha
![Page 134: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/134.jpg)
Wow
@VickeKaravan
Aha
![Page 135: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/135.jpg)
Wow
@VickeKaravan
Aha
![Page 138: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/138.jpg)
@VickeKaravan@VickeKaravan
HOW? NOW. WOW!
Monster followed this framework
![Page 139: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/139.jpg)
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
![Page 140: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/140.jpg)
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
![Page 141: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/141.jpg)
@VickeKaravan@VickeKaravan
NOW.
WOW!
How can you help your customers?
![Page 142: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/142.jpg)
@VickeKaravan@VickeKaravan
How can you help your customers?
Content that’s educating (i.e. “Aha”)
![Page 143: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/143.jpg)
@VickeKaravan@VickeKaravan
Give audience what they’re searching for
![Page 144: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/144.jpg)
www.monster.com/career-advice/article/top-10-tips-for-salary-negotiations @VickeKaravan@VickeKaravan
![Page 145: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/145.jpg)
@VickeKaravan@VickeKaravan
What might your audience want but wouldn’t think to
search for but would click on?
![Page 146: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/146.jpg)
www.monster.com/career-advice/article/salary-negotiation-tips-chris-voss-fbi @VickeKaravan@VickeKaravan
![Page 147: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/147.jpg)
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
![Page 148: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/148.jpg)
@VickeKaravan@VickeKaravan
HOW?
Content that’s topical and “now”
WOW!
![Page 149: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/149.jpg)
@VickeKaravan@VickeKaravan
Content that’s topical and “now”
Happens less frequently, than “how”. As and when there is something topical that’s also brand-relevant
![Page 150: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/150.jpg)
@VickeKaravan@VickeKaravan
Prepare for the predictable
![Page 151: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/151.jpg)
monster.co.uk/career-advice/article/5-new-year-career-resolutions @VickeKaravan@VickeKaravan
![Page 152: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/152.jpg)
@VickeKaravan@VickeKaravan
Prepare to be agile
![Page 153: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/153.jpg)
@VickeKaravan
![Page 154: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/154.jpg)
monster.com/career-advice/article/pokemon-go-tech-jobs
HOW? NOW. WOW!
@VickeKaravan
![Page 155: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/155.jpg)
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
![Page 156: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/156.jpg)
@VickeKaravan@VickeKaravan
Content that
wows
HOW?
NOW.
![Page 157: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/157.jpg)
@VickeKaravan@VickeKaravan
Content that
wows
Around 10% of your content offering. Made up of bigger, hero pieces that aim to entertain.
![Page 158: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/158.jpg)
@VickeKaravan@VickeKaravan
Make people care about your content with…
HOW?
NOW.
WOW!
![Page 159: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/159.jpg)
To recap
@VickeKaravan
![Page 160: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/160.jpg)
@VickeKaravan
Don’t try to run before you can walk
![Page 161: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/161.jpg)
@VickeKaravan
Figure out where you fit
![Page 162: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/162.jpg)
@VickeKaravan
Focus on these…
And these will naturally follow…
Brand awareness
Brand sentiment
Brand trust
@VickeKaravan
Growyour social following
Build your retargeting
pool
Attract consumers to
test drive your product
Drive targeted
traffic and
awareness
Increase time spent with brand
![Page 163: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/163.jpg)
@VickeKaravan@VickeKaravan
HOW?
NOW.
WOW!
You need to deliver value to your audience as well as to yourself
![Page 164: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/164.jpg)
Don’t forget, it’s not always about
link-building!
@VickeKaravan
![Page 165: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/165.jpg)
@VickeKaravan@VickeKaravan
Get credit for the broader effects
![Page 166: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/166.jpg)
@VickeKaravan@VickeKaravan
Use the frameworks in order to achieve this
![Page 167: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/167.jpg)
And make content that truly goes beyond link-building
![Page 168: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/168.jpg)
Vicke Cheung
@VickeKaravan
![Page 169: Success Beyond Links: How To Make Your Content More Valuable](https://reader035.vdocument.in/reader035/viewer/2022062822/58b8802d1a28ab44078b5c2d/html5/thumbnails/169.jpg)
Sources and credits http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley, C.C. Chapman
Content: The New Marketing Equation, by Altimeter
http://mediakix.com/2016/06/instagram-marketing-case-study-adidas-neo/#gs.null
https://www.kingcontent.co.uk/case-studies/hans-smallgoods-oliving-life/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!uk-io-powerful-thinking
http://contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page44.1
http://review.content-science.com/2016/10/the-how-now-wow-framework-thats-helped-monster-supercharge-its-content-kpis/
Images: Unsplash / Pixabay Font: Chivo (Google Font)