1. • Presented by Matt Wood
• Head of Search, SEO Positive Ltd
Internet World
2013
The Strategy of Content
Marketing
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
@seopositiveltd

2. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013
What Is Content Marketing?

3. Creating and distributing relevant & valuable content to
attract, acquire and engage a clearly defined and understood
target audience, with the objective of driving profitable customer
action.
Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Internet World
2013

4. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Set Your Objectives
What are the company goals?
Define your target audience
What will you deliver to your audience?
Outcome for the audience
Internet World
2013

5. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Planning
Internet World
2013
What does your company want to accomplish?
What are the differentiating factors of your products and/or services?
What are your Unique Selling Points?
What is your company best at providing?

6. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Planning
Internet World
2013
What are your existing marketing strategies & how will these be affected?
How much effort should you be making and why?
Who will be involved and what are their roles?
What milestones do we want to achieve?
How will we measure the success?

7. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Audience
Internal Roles
Customer Personas
Industry Influencers
Internet World
2013

8. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Tell Your Brand Story
Internet World
2013
How did your company begin?
What brought you to where you are today?
What is driving you to achieve success in the future?

9. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Content Channels
Social Media Profiles
Blogger Outreach
Press Release Distribution
Media Publications/News
Forums & Discussion Threads
Email Marketing
Internet World
2013

10. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Content Channels
Internet World
2013
Alter the content according to its context
Explore most effective channels
Define your objectives
How can each channel support one another?
How will it be measured

11. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Establish roles & responsibilities
Create a schedule
Define style and writing guidelines
Forward planning
Optimise your content
Set Up a Process
Internet World
2013

12. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Trends
Impacting news
How to
How to work with
Case studies
Engaging Conversations
Internet World
2013

13. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Consistency
Relevance
Style
Efficiency
Measuring
Internet World
2013
Influence
Goals
Challenge
Feedback

14. Presented by Matt Wood
Chief Operating Officer, SEO Positive Ltd
Tel: 0800 088 6000
Email: info@seopositive.co.uk
Web: www.seopositive.co.uk
@seopositiveltd
Any Questions?
Internet World
2013