How to Get Started in Social Media for Art League City
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Content Marketing - Move beyond traditional SEO
1. Content Marketing
Move beyond traditional SEO by
leveraging your companyâs USP
Ian Miller, Search Director
@millerian
2. Hello @millerian
â˘âŻ Ian Miller, Search Director at Crafted Media
â˘âŻ Full service digital agency with a team of 40+
â˘âŻ Dedicated search team spanning
organic SEO, paid media, analytics, social, copy
â˘âŻ Clients across a wide range of industries
crafted.co.uk @craftedmedia
4. Content marketing
âAn umbrella term encompassing all marketing formats
that involve the creation and sharing of content in order
to engage current and potential consumer basesâ
Wikipedia
crafted.co.uk @craftedmedia
5. What is Content Marketing?
SEO PR
Scale Relationships
Niche research
Site evaluation Brand guidelines
Link acquisition
PR angle
Statistics
Engagement Blogs
Social media updates
Social
Whitepapers
Media
crafted.co.uk @craftedmedia
6. Define your USP 1 2 3 4 5
What sets you apart?
â˘âŻ What is the data that powers your business?
â˘âŻ Create knowledge hubs
â˘âŻ Leverage your clients
â˘âŻ Survey your customers
â˘âŻ Challenge the business
â˘âŻ Create interest
crafted.co.uk @craftedmedia
7. Research target niches 1 2 3 4 5
â˘âŻ Keyword research
â˘âŻ Competitor backlinks
â˘âŻ Google Insights
â˘âŻ Identify influencers
â˘âŻ Engage early
crafted.co.uk @craftedmedia
8. Create assets 1 2 3 4 5
â˘âŻ Donât skimp on quality
â˘âŻ Create shareable content
â˘âŻ Become a reference
â˘âŻ Consider the audience
â˘âŻ Incite debate
â˘âŻ Regularly review
crafted.co.uk @craftedmedia
9. Launch content 1 2 3 4 5
â˘âŻ Plan ahead
â˘âŻ Give people early access
â˘âŻ Ensure all channels covered
â˘âŻ Combine with traditional PR
crafted.co.uk @craftedmedia
10. Outreach 1 2 3 4 5
â˘âŻ Divide by sector, audience and locality
â˘âŻ Leverage social proof
â˘âŻ Offer bespoke content
â˘âŻ Develop relationships first, links second
â˘âŻ Be persistent
crafted.co.uk @craftedmedia
11. Case Study â reallymoving.com
crafted.co.uk @craftedmedia
12. Case Study â reallymoving.com
â˘âŻ Established 1999
â˘âŻ Over 600 partner companies
â˘âŻ reallymoving.com generated leads for over ÂŁ44
million of work for their partners in the 12
months to September 2011.
â˘âŻ Leads equivalent to 11% of moving home market
â˘âŻ Strategic partnerships with:
crafted.co.uk @craftedmedia
13. Case Study â reallymoving.com
â˘âŻ Identified need for moving advice
â˘âŻ Over 25 local government links
â˘âŻ Additional distribution through
home improvement communities
crafted.co.uk @craftedmedia
14. Case Study â reallymoving.com
â˘âŻ Mainstream coverage
â˘âŻ Authority outreach
â˘âŻ Localised coverage
crafted.co.uk @craftedmedia
15. Reallymoving.com results
â˘âŻ Implemented end of 2010
â⯠50% growth in traffic from 10/11
â⯠25% increase in quotes 10/11
â˘âŻ Excellent organic positions for generic phrases not targeted by SEO
crafted.co.uk @craftedmedia
16. Thank you for listening
Ian Miller
Search Director
ian.miller@crafted.co.uk
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 213222
E. hello@crafted.co.uk
www.crafted.co.uk