Luke Knight from 4Ps Marketing discusses how to implement an effective content marketing strategy at 4Ps EDGE on 6th March 2014.

1. Implementing an effective content strategy
@LukeVKnight

2. Agenda
Setting a vision
Why is content important?
The foundations of a content strategy
The importance of a network
Measuring success

3. Defining a Vision

4. “We want to be the #1 authority on family holidays”
“No one knows more about British motoring”
“We’re helping people become the ‘savvy-traveller’”
“Get people excited about food”

5. Why is content important?

6. Links
SEO Content

7. On September 27, 2013 Google
launched a new "Hummingbird"
algorithm, claiming that Google
search can be a more human
way to interact with users and
provide a more direct answer…

9. Many brands are using
content to drive quality
traffic…
How?

10. The foundations of a content strategy

12. Awareness Consideration Conversion
Tailor content to the customer journey
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Recipes”
Awareness Consideration Conversion
“Children’s
Recipes”
Awareness Consideration Conversion
Children’s
Lasagna

13. Social
Media
Blog(s)
Community
Website(s)
Press
Brand
Partners

14. Push PullO
F
F
S
I
T
E
O
N
S
I
T
E

15. Research
What questions are consumers asking?
Identify the relevant influencers or 3rd party’s?
Know when your content will pack the biggest punch!

16. Identify keyword opportunities

17. Keyword Trends

18. Output: Integrated marketing calendar

19. The importance of a network

20. Utilise your business network

21. Measuring Success

22. Blog visits % new visits Conversions
Referral Traffic Entrances Shares

23. Take Aways

24.  Know WHY you want to pursue a content strategy
 Content will benefit your SEO
 Research, plan, and integrate
 Relevance and context is key
 Innovate.

25. Thank you, any questions?