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Home » OMN London Blog

Content Marketing Tips and Tricks

Submitted by on February 15, 2013 – 4:05 pm One Comment |

OMN is run in partnership with digital content marketing agency Quad and one of the biggest challenges we face in bringing an evolved new marketing paradigm to clients is one of education.

I thought it might help to pull together a list content marketing tips and tricks from the community to help everyone in this burgeoning industry get on the right path.

This will be a crowd sourced advice page, so if you’ve anything you want to add, please tweet me at @TetradGus linking to this page and saying ‘I’ve got a content marketing tip!’ and I’ll add it here with a link to your twitter account.

Why marketers need to understand content marketing:

  • People don’t like spending their valuable attention on interruptive advertising. When they are making a purchasing decision they want valuable information.
  • If created, published and promoted correctly, the potential for content to spread through social networks is huge.
  • Google want’s to rank ‘great content’ in their search results, and it’s content that people are searching for, therefore to provide your potential customers with the content they’re looking for in search engines you have to create ‘great content’.
  • The goal of marketing is to build a profitable audience. By providing useful information to your customers at all stages of the purchase loop you drive visibility, create a relationship and get people to like and trust your brand.

Content Marketing Tips and Tricks

Be aware of bad habits. As SEO’s we often get stuck in the mentality of just producing [SEO] spider food. Content marketing is about making every piece of content do something .. Attract tweets, likes, subscribers. It’s easy to forget this and fall into old ways.

Remember its okay to outsource but you need a rigorous process to make sure content will be able to meet your objectives.
Danny Ashton, Neo Mammalian Studio

Ensure that the titles of your articles not only give a clear, concise understanding of what the content is about, but also demands the attention of your target audience
Christopher GJ Cooley, Content Assistant at Quad

Be consistent. Well-written content is vital, but supplying content consistently is similarly important. The amount of traffic to your site will increase if you generate new content on a regular basis for readers to see and share.
Emma Krstic, Content Copywriter, Quad

Create more chunky content such as eBooks, reports and white-papers. Blog articles are like chicken nuggets. They’re only small mouthfuls and people scoff them in a hurry. Whereas chunky content is like a big meal – it’s substantial and you’ve got a lot more of someone’s time.
Alex Clifford, Virally

Invest in experienced writers for on and offsite content. The quality of your content not only represents your brand online, but is crucial to the effectiveness of your campaign in terms of shareability, link and social signal generation and traffic referral.
Gus Ferguson, Quad

It’s all about the brief. The better you brief your content creators the more the output is going to be what you expect.
Natalie M-R, Senior AM at Quad

Pre content
Does it pass the mum test? If no – not clear enough
Research – see if the content piece has been done before
Ensure the content will actually match the target audience and answer a question
Ensure it relates to your brand – if it doesn’t people (and search engines) will not understand the relationship
Do not be scared to pause the content marketing piece if unsure
Make sure you have disclaimers in place (just in case)
Ensure there is a hook – has to be a hook and ideally a calendar tie in otherwise difficult to sell in or push out
Make the take away crystal clear
If you want it to be shared or want engagement – make it obvious
Post content
Decide on how you are going to report the marketing piece
Do not rely on webmasters to get it right first time, be specific in your request
Share metrics and success with all parties involved
Danny Denhard,

Think about the action you want your audience to take when they read your content. For example you might want them to see your brand as an expert source of information on a topic or to perceive your product in a certain way. Make sure you write your content with this in mind so that it always has a purpose.
Tara West, Koozai

Blogger Outreach. Don’t just rely on domain and page authority, trust metric is also a great way to find gems of blogs and sites. Trust metric quantifies the trustworthiness of a web page relative to all of the other web pages on the web. It shows how many good quality and trustworthy sites have provided to links to a site.
Katy Latta, Sub-Editor Content, Quad

Remember that content marketing is far more than just seo
Andy Betts, BrightEdge

The trick to creating great content is to make sure it hits all the objectives – does it communicate to a need of the target audience? Will they share it? Does it contain a strong (or subtle if required) call to action?
Matt Read, Business Dev Exec, Quad

Pay attention to page level metrics and analysing page performance per page, try to move away from analysing based on keywords – they vary too much and (not provided) makes this analysis largely incomplete.

Include actionable metrics when analysing content marketing, think ‘eCommerce conversion rates’ and ‘goal conversion completion rate’s rather than just organic traffic.

Use the Traffic Sources > Search > Organic > Primary Dimension [Landing Page] as your main reference point. It will become your best friend. Also, if you’re feeling clever, use GoogleDocs to correlate this data with OpenSiteExplorer link data on an individual page level via the API. Map not only your most popular pages in terms of traffic source, but also understand individual pages link profile.
Ned Poulter, Quirk

Find out what has worked and what hasn’t for this site, or similar sites to the one you’re working on in the past. This will help you build on what has worked and top wasting time and resources on types of content that don’t work.

There are also a lot of ways you could be tracking and measuring your content marketing (which I explained here). The top tips being: know your KPIs and find out which tools can measure these for you. And for free, here’s a dashboard to help you measure content marketing efforts in Google Analytics.
Anna Lewis, Koozai

The ‘trick’ to executing content marketing well online is to resource up in the right way so that you have the right mix of both right and left brain skill sets, then build a rock solid structure and process behind them.

That way you can get the most out of the logical, detailed orientated technical guys and girls to ensure all distribution platforms are ‘fit for purpose’ and then give your creative teams the right tools to extract and consistently execute every great idea they ever have to the benefit of your overall strategy. I wrote about this in more detail in a post that will go live on our blog very soon!
Simon Penson, Zazzle Media

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