Like any marketing activity, content marketing can be high risk if it’s done badly. This session reveals how following a few simple principles in planning, executing and promoting content maximises your chances of success.

11. Measurement Plan
Acquisition
● create useful &
relevant content that
people want to read
(owned)
● rank for real questions
people have (earned)
● bid for cheaper less
competitive
keyphrases to drive
traffic to your content
(paid)
Behaviour
● establish a community
by getting people to
like/follow you on
social
● capture leads (emails)
so you can convert
users later on
● Check out markets on
offer
Outcome
● Users sign up &
deposit
● Users bet frequently
● Users refer their
friends

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14. This is your goal value if
your goal is registration
*A very rough calculation as this varies per business model and niche.

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18. tip

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31. AWARENESS CONSIDERATION DECISION LOYALTY

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51. Selection Sharer

52. CoSchedule

53. LiveFyre

54. Twitter Cards

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