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Content Marketing in 2016

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in 2016 @stekenwright | #FigDigContent | 12th Nov 15


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“~80% of B2C marketers plan to produce more content in 2016…regardless of effectiveness [or] clarity of success.” Source: Content Marketing Institute


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Content marketing success metrics Sales 85% Higher Conversion Rates 80% Website Traffic 79% Sales Lead Quality 78% SEO Ranking 75% Sales Lead Quantity 73% Customer Renewal Rates 72% Brand Lift 71% Subscriber Growth Social Media Sharing Purchase Intent 70% 67% 66% Source: Content Marketing Institute


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Optimise your content for keywords


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Create useful content, don’t care about links


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Go and build links


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Does anyone still care about keywords?


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Desktop click through rate 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30


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Non-brand keyword traffic 300,000 250,000 200,000 150,000 100,000 50,000 0 Jan-15 Feb-15 Mar-15 Google Organic Apr-15 Est. Non-Brand May-15 Jun-15 Horizon Traffic Index Jul-15 Aug-15


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UK Travel Insurance Industry: April 2015


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UK Travel Insurance Industry: May 2015


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Create content for users, optimise for keywords


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“It’s nearly impossible to earn links with just good, unique content.”


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It’s nearly impossible to earn links without link building


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Links ≠ SEO Rankings


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Content optimised for keywords Useful content Content for links SEO


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Optimise your content for keywords


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Success for bathstore Sales 85% Higher Conversion Rates 80% Website Traffic 79% Sales Lead Quality 78% SEO Ranking 75% Sales Lead Quantity 73% Customer Renewal Rates 72% Brand Lift 71% Subscriber Growth Social Media Sharing Purchase Intent 70% 67% 66% Source: Content Marketing Institute


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SEO visibility


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Create useful content, don’t care about links


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Success for Inchcape Sales 85% Higher Conversion Rates 80% Website Traffic 79% Sales Lead Quality 78% SEO Ranking 75% Sales Lead Quantity 73% Customer Renewal Rates 72% Brand Lift 71% Subscriber Growth Social Media Sharing Purchase Intent 70% 67% 66% Source: Content Marketing Institute


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Results Inchcape Cooper BMW Inchcape Toyota 39% 42% 10% +15,000 Reduced bounce rate Increase in length of stay 20% Increase in enquiries Increase in users Sessions / month


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Conversion rate


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SEO visibility


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Go and build links


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Success for Provident Sales 85% Higher Conversion Rates 80% Website Traffic 79% Sales Lead Quality 78% SEO Ranking 75% Sales Lead Quantity 73% Customer Renewal Rates 72% Brand Lift 71% Subscriber Growth Social Media Sharing Purchase Intent 70% 67% 66% Source: Content Marketing Institute


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The cost of living We help people who struggle Gamification


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Thank you stephen.kenwright@branded3.com @stekenwright slideshare.net/Branded3


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