the rise of content marketing
DESCRIPTION
The team at Zest Digital look at how content marketing has developed over the last few years to become key to any business' online strategy, leaving traditional SEO in its wake. Great content and top distribution can elevate your business above your competitors, and this presentation outlines some of the ideas and techniques associated with a successful content-focused approach.TRANSCRIPT
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
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