1.  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)

2. Content Marketing Is
With Victoria Galloway, Greenlight Digital

3. Agenda:
1. What type of content is considered ‘content marketing’?
2. The content marketing story so far
3. Definitions
4. Engineered communication
5. Origins of marketed content
6. 5 reasons why we’re doing it
7. How to create compelling content in 2014
8. 2 case studies
9. Measurement
10. Round up

4. 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

5. 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)

6. Where are we now?

7. What do I think?
Content marketing Is:
Engineered communication

8. What does this mean?

9. Engineered Content Is?
UNIQUE, SHAREABLE, AUDIENCE WORTHY content that AIDS the
CONSIDERATION PHASE through DEFINED STORYTELLING.

10. Storytelling is an age old method of
communication

11. Content marketing origins
The 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.”

12. 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

13. 5 reasons why are we doing it

14. Effective content creation draws together
three key elements:
1. Audience
2. Brand
3. Search
Website Readership
Tailored 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

15. Going beyond the keyword to build a
community

16. Measureable engagement

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

18. Content is king on social media too

19. Good content strategy works - all year
round

20. How to engineer compelling content

21. 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…

22. 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 seeding
You need to:
 Promote audience interaction.
 Raise your profile.
 Earn natural links.
 Aid a good content strategy.

23. 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.

24. 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.

25. Case studies

26. 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.

27. CASE STUDY RESULTS
Objectives 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

28. CASE STUDY: Tesco Living Hub.

29. 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

30. The all important measurement

31. 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

32. 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)

33. 1 6
2 7
3 8
4 9
5 10
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!

34. Content: How’re you going to do it?

35. thanks
THANK YOU

36. 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