Pete Campbell Director of Kaizen, an award-winning Technical SEO & Content Marketing agency

1. KAIZEN
92Infographics
In Year 1
(That’s 1.8 a week!)

2. KAIZEN
1525 LEU
Average
Production Cost

3. KAIZEN
http://www.coolblades.co.uk/hub/face-shape/
44 Referring Domains

4. KAIZEN
https://www.twolittlefleas.co.uk/greetings/
28 Referring Domains

5. KAIZEN

6. KAIZEN
LINKS IN YEAR 1

7. KAIZEN

8. KAIZEN
Content Marketing
on a Shoestring Budget

9. KAIZEN
PETE CAMPBELL
/ KAIZEN
• Founder / Managing Director
• Kaizen is a team Content Marketing
& Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour

10. KAIZEN
Today’s Slides!
!
!
Get in Touch:
@petecampbell"
pete@kaizensearch.co.uk"
http://www.kaizensearch.co.uk/
PRESENTATION LINK:!
KAIZENSEARCH.CO.UK/SEMDAYSWORKSHOP

11. KAIZEN
THE CONTENT MARKETING DREAM
Audience & Competitor Analysis
Content Calendar
Pitch Cat-Themed Infographic
Production
Signoff
The ‘BIG’ Launch
Blogger & Journalist Outreach
?????
Earns 1 Million Links

12. KAIZEN
WHAT REALLY HAPPENS
Audience & Competitor Analysis
Content Framework / Calendar
Pitch Cat-Themed Infographic
Production
Signoff
The ‘BIG’ Launch
Blogger & Journalist Outreach
?????
Earns 1 Million Links
“Why do we need creative content?”
“How is this relevant to us?”
“How will cat pictures help rankings?”
“Make the logo pop more, needs branding”
“Sandra in accounts wants the text bigger”
“How many links will this get us?”
“That’s the PR agency’s job. No Thanks”
“Can you make it go viral. K thx bye”
“Awesome! Let’s try a Zombie Infographic”

13. KAIZEN

14. KAIZEN
MAIN COMPETITOR
CLIENT
http://www.semrush.com/ - Organic Competitor Report
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?”
YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”

15. KAIZEN
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?”
YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”

16. KAIZEN
https://socialcrawlytics.com/

17. KAIZEN
http://www.semrush.com/ - Domain vs Domain Report
CLIENT
CLIENT: “WHY DO WE NEED CREATIVE CONTENT?”
YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR
IS KICKING YOUR ASS WITH IT”

18. KAIZEN

19. KAIZEN
CLIENT: “WE DON’T HAVE
THE BUDGET”

20. KAIZEN
4 CURATED CONTENT FORMATS
Listicles
AKA “Buzzfeed”
Mindmaps Flowcharts DIY Infographics
http://ww.piktochart.com
1. Curate the most relevant information about a topic into one
single location.
2. Add your own unique spin e.g. design, opinion, interactivity
3. Do it right and you’ll end up creating something of real
added value
YOUR SOLUTION – CONTENT CURATION

21. KAIZEN
https://www.twolittlefleas.co.uk/amazing-
marriage-proposals/
15 Referring Domains
LISTICLES (OR VIDEO PLAYLISTS)

22. KAIZEN
https://www.choice-loans.co.uk/bitcoin
15 Referring Domains
MINDMAPS

23. KAIZEN
http://www.physiocomestoyou.co.uk/massage/
(Brand New!)
FLOWCHARTS

24. KAIZEN
DIY INFOGRAPHICS
http://www.traveloutthere.com/books/
17 Referring Domains

25. KAIZEN
OUR CONTENT MARKETING PROCESS
Audience &
Competitor
Analysis
Content
Framework
Idea
Generation
Production
Outreach
INPUTS !
Objectives,
Loves & Hates
Target Sites &
Opportunities
3-6-5
Brainwriting &
Idea Filtering
Static /
Interactive
Content
Journalist
Pitches
OUTPUTS !

26. KAIZEN
AUDIENCE & COMPETITOR ANALYSIS

27. KAIZEN
YOUR CONTENT FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
TARGET PUBLICATIONS (TIER 1)
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter

28. KAIZEN
FACT-FINDING

29. KAIZEN
1. Who is a typical customer? (LOL HAI, A/S/L?)
2. What do they love / hate about your product?
3. What stops them from buying your product?
4. What emotions do they associate with your product?
5. What magazines & websites do they read?
6. What else are they interested in?
ASK YOUR CLIENT THESE 6 QUESTIONS

30. KAIZEN
DECIDING TOPIC & THEMES

31. KAIZEN
1) USE BUZZSUMO TO FIND MOST SHARED
CONTENT IN YOUR NICHE
http://www.buzzsumo.com/

32. KAIZEN
2) MAKE A LIST OF UPCOMING ‘TRENDS’
https://www.daysoftheyear.com/

33. KAIZEN
INSTALL SCRAPER FOR CHROME
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI

34. KAIZEN
EXPORT TO GOOGLE DOCS
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI

35. KAIZEN
3) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”

36. KAIZEN
WHO ARE YOU GOING TO GET LINKS FROM?

37. KAIZEN
5) MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites?
site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors?
site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names

38. KAIZEN
site:dailymail.co.uk intitle:"Infographic” + "Insurance"

39. KAIZEN
AND HERE’S YOUR KEY PUBLICATIONS LIST

40. KAIZEN
CONTENT FRAMEWORK

41. KAIZEN
YOUR CONTENT FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015)
• Brit Awards
• Pancake Day
• Valentines Day
• Barbie Doll Day
• Chips Day
TARGET PUBLICATIONS (TIER 1)
• Daily Star
• The Express
• Digital Spy
• Gawker
• Sky
• Mashable
• OK! / Hello
TARGET CUSTOMER
• Aged 25-45
• 80% Female
• They also play the lottery, buy scratch cards and enter
social competitions.
• Employed (low end wages), unemployed or stay at home
parents
• Likely to have children
VALUES & EMOTIONS
• Aspirational
• Big dreamers
• Fun & laughter
• Excitement & pure bliss
• Friendship & family
• TOWIE
• Cereal Day
• Britain’s Got Talent
• Easter

42. KAIZEN

43. KAIZEN
CLIENT “HOW IS THIS CONTENT RELEVANT?”
YOUR ANSWER: “BECAUSE WE’RE TALKING ABOUT
RELATED TOPICS THAT YOUR CUSTOMERS LOVE”

44. KAIZEN
CLIENT “HOW IS THIS CONTENT RELEVANT?”
YOUR ANSWER: “…AND WE’RE MUCH MORE
LIKELY TO EARN BIG LINKS THIS WAY”
Credit Cards
Technology
“25 Reasons The Apple
Watch Will Suck”

45. KAIZEN
HOW WILL THIS HELP OUR RANKINGS?
YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY &
COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”

46. KAIZEN
TONS OF NON-KEYWORD
RICH ANCHOR TEXT
HOW WILL THIS HELP OUR RANKINGS?
YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY &
COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”

47. KAIZEN
IDEA GENERATION

48. KAIZEN
“How Do You Come Up
With a ‘Good’ Idea?”

49. KAIZEN
You Need
Shit Ideas First
010

50. KAIZEN
0: 110PRINCIPAL

51. KAIZEN
6-3-5
Brainwriting
108 Ideas in 30 Minutes

52. KAIZEN
6People

53. KAIZEN
3Ideas Each

54. KAIZEN
5Minutes

55. KAIZEN
✕No Talking Allowed

56. KAIZEN
WHAT IT LOOKS LIKE

57. KAIZEN
*GROUP EXERCISE ALERT!

58. KAIZEN
Let’s Play!
6-3-5
Brainwriting

59. KAIZEN
BRAINWRITING!!!

60. KAIZEN
WHO HAS
THE MOST
BORING
CLIENT?

61. KAIZEN
1. Who is a typical customer? (LOL HAI, A/S/L?)
2. What do they love / hate about your product?
3. What stops them from buying your product?
4. What emotions do they associate with your product?
5. What magazines & websites do they read?
6. What else are they interested in?
TELL US ABOUT THEM

62. KAIZEN
SUPER BRAINWRITING
• You write 3 ideas down each, in 5 minutes as in a
team of 6.
• No talking allowed, you then pass the parcel and
iterate.
• We’ll stop after 3 rounds as we don’t have all day

63. KAIZEN
LET’S MAKE OUR GRIDS!

64. KAIZEN
Let’s Go! You Have 5 Minutes
h)ps://www.youtube.com/watch?v=Z0DO0XyS8Ko

65. KAIZEN
Time to Pass the Grids

66. KAIZEN

67. KAIZEN
YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE
WHICH IDEA IS THE BEST?

68. KAIZEN
http://www.coolblades.co.uk/hub/face-shape/
44 Referring Domains• Social Currency
• Public
• Practical

69. KAIZEN
LET’S VOTE ON OUR IDEAS
• Pass the paper one more time
• Now, circle 1 the idea that has the most STEPPS
• In turn, now read your out chosen idea
• As a group, vote on your favorite out of the 6

70. KAIZEN
YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE
WHICH IDEA IS THE BEST?

71. KAIZEN
And the winner is?
Let’s Vote

72. KAIZEN
PRODUCTION

73. KAIZEN
HIRE THE A-TEAM ON A B-TEAM BUDGET

74. KAIZEN
PICK YOUR RESEARCHER

75. KAIZEN
PICK YOUR DESIGNER

76. KAIZEN
BRIEFING YOUR DESIGNER

77. KAIZEN
USERS DON’T READ CONTENT (THEY SCAN IT)
“We found 79 percent of our test
users always scanned any new page
they came across; only 16 percent
read word-by-word.”
- JAKOB NIELSEN

78. KAIZEN
SET YOUR RULES OF ENGAGEMENT
1. HTML5, Responsive Design or Go Home
2. Put the Content on a Seperate Micro-Site
3. Unique Look & Feel, No Corporate Brand
Colours/Typography
4. Below The Fold Client Logo
5. Break Content into Digestible Chunks – Lists,
Sub-Headings, Paragraph Breaks
6. Visualise Every Detail (GIFs, Photos, Data Viz)

79. KAIZEN
USE OPEN GRAPH TAGS TO INCREASE CTR
• Open Graph Tags let you pre-populate text &
rich media on Facebook, Twitter & LinkedIn
– OG:Type
– OG:Locale
– OG:Title
– OG:Publisher
– OG:Description
– OG:Image (1200px by 630px ideal for Facebook)
• Twitter Card Tags
– Twitter:card (summary_large_image)
– Twitter:site
– Twitter:domain
– Twitter:creator
– Twitter:title
– Validator: https://dev.twitter.com/docs/cards/validation/validator/
http://ogp.me/

80. KAIZEN
ALWAYS HAVE AN EMBED CODE
EVEN IF IT’S JUST AN IFRAME OR EMBEDDABLE THUMBNAIL
http://builtvisible.com/embed-code-
generator/

81. KAIZEN
http://visual.ly/
KEEP THE COST DOWN – USE AN EXISTING STYLE

82. KAIZEN
http://www.colourlovers.com/
AND GIVE IT A FRESH COAT OF PAINT

83. KAIZEN
BRIEF YOUR DESIGNER

84. KAIZEN
AND ENJOY THE RESULTS
TOTAL COST - £129

85. KAIZEN

86. KAIZEN
CLIENT: HOLD RIGHT THERE!
• This needs to have our top & bottom navigation
• Our logo needs to be added top-left
• Needs our brand colors
• Our customers don’t use capital letters – get rid

87. KAIZEN
YOUR ANSWERS:
1. Bloggers & Journalists don’t link to Advertising for
free (unless it’s truly amazing e.g. John Lewis Xmas
ads)
2. We’ll earn more coverage this way, and still make
more people love your brand
3. If it’s about your product & services, we’ll house it in
the main site

88. KAIZEN
OUTREACH

89. KAIZEN
GO BACK TO YOUR KEY PUBLICATIONS LIST

90. KAIZEN
FIGURE OUT THEIR EMAIL ADDRESSES
+ +

91. KAIZEN
1) MAKE EMAIL ADDRESS VARIATIONS IN EXCEL

92. KAIZEN
2) COPY & PASTE INTO GMAIL
PASTE
HERE
MATCH J
NOPE

93. KAIZEN
NOW YOU’VE GOT YOUR LIST OF EMAILS

94. KAIZEN
NOW YOU’VE GOT YOUR LIST OF EMAILS
YOU DIDN’T
SEE THE
EMAILS. OK?

95. KAIZEN
3) PITCH THE JOURNALIST WITH THIS TEMPLATE
SUBJECT: Soap Awards Story?
Hey Caroline,
Just wanted to run a idea by you,
We’ve just launched a brilliant list of British Soap Stars When
They Were Young featuring all the classics like Peggy Mitchell
and new favorites like Rosie Webster
Link: http://www.twolittlefleas.co.uk/soap-stars/
I think this would go down a storm on The Metro if you’d like to
share it in some form, especially as it’s the ITV Soap Awards
this Sunday.
It’s had over 300 social media mentions to date!
Two Little Fleas is an online bingo community with a passion for
creating cute and quirky apps, lists and tools.
Our stuff has been recently featured in the Radio
Times, HuffPost Comedy & Lifehacker.
Thanks Caroline let me know what you think,
Pete
CASUAL OPEN
THE SELL
THE HOOK
CREDIBILITY

96. KAIZEN
WHAT’S THE HOOK?
1. Seasonal Event or Occasion
2. New Trend
3. Statistics
4. It’s Bigger & Better

97. KAIZEN
NOW,
CALL THEM

98. KAIZEN
“Where do I get their
number?”

99. KAIZEN

100. KAIZEN
CALL THIS
NUMBER

101. KAIZEN
REPEAT X 10

102. KAIZEN
INCREASE YOUR CHANCES
1. Offer as an Exclusive
2. Create a Supporting ‘Media Alert’
3. At Least 3 x Follow Ups

103. KAIZEN
AGENCY? USE A MEDIA DATABASE
http://www.featuresexec.com/
http://www.cision.com/

104. KAIZEN
LIFT OFF!

105. KAIZEN

106. KAIZEN

107. KAIZEN
https://www.twolittlefleas.co.uk/greetings/
28 Referring Domains

108. KAIZEN
OUR CONTENT MARKETING PROCESS
Audience &
Competitor
Analysis
Content
Framework
Idea
Generation
Production
Outreach
INPUTS !
Objectives,
Loves & Hates
Target Sites &
Opportunities
3-6-5
Brainwriting &
Idea Filtering
Static /
Interactive
Content
Journalist
Pitches
OUTPUTS !

109. KAIZEN
ZOMBIE
TIME

110. KAIZEN
Thank You!!
!
!
Get in Touch:
@petecampbell"
pete@kaizensearch.co.uk"
http://www.kaizensearch.co.uk/
PRESENTATION LINK:!
KAIZENSEARCH.CO.UK/SEMDAYSWORKSHOP