Brighton SEO - September 2016

Content Marketing, Approaching it as a Publisher

Martijn Scheijbeler / Director of Marketing / [email protected] / @MartijnSch

Martijn Scheijbeler

Marketing Director at The Next WebFormer Lead Growth, SEO & Analytics

[email protected] @MartijnSch

INDEX.CO

20,000 +160,000 +6,000visitors startups listed square meters

8,000,000unique users

INDEX.COConference

What we’re really good at?

@MartijnSch@MartijnSch / #BrightonSEO

CONTENT!?@MartijnSch@MartijnSch / #BrightonSEO

Content is King? Really…

Figures Content Marketing Data from August 2016

75.000 Articles as of August 2016

Priceless Amounts of fun

@MartijnSch

±8 Fulltime Editors on Staff

NOT A Marketing Trick

150.000 Pitches on a Yearly basis

150 Monthly pitches misspelling my name

@MartijnSch / #BrightonSEO

• How to create better content that people like. • Learn how we approach content marketing. • Great content? Want more people to see it. • How to pitch without pissing people off.

WHAT YOU GET OUT OF THIS?


WhatOUR CONTENT MARKETING

PitchHOW TO DO OUTREACH

CreateWRITING & IMPROVING

1 2 3

What is your goal? Awareness. Revenue. Leads.


How we do, Content Marketing as a Publisher…

OUR CONTENT MARKETING:


How we decidewhat to write about?


1. What’s your ‘editorial’ vision? 2. Do you know what you’re covering?



TNW is a future-proof tech media company that focuses on this cross-generational group and helps them get the most out of technology by

informing them through remarkable stories and insights.

Remarkable…

Internet technology, businessand it’s culture. We don’t care about:investments, hardware, rumours.



How we come up with what to write about? Where do we find it?


OUR CONTENT MARKETING:Entertain Persuade

InspireEducate


You work with more people? Create style guides, so you know how to deal with ios/iOS, iOs but also what tone of voice you’re using!

HOW WE WRITE:



How do we measure if content is working out?


Google Hangouts for Android overhauled with new ‘smart suggestions’, stickers and more 20%

40%60%80%

100%

Google has today announced a new version of Hangouts for Android that brings 16 new sticker packs, new video calling filters and smart suggestions.This latter feature will recognize key words or phrases in your chat and make contextually relevant suggestions, like if you type “where are you?” when trying to meet up with someone, it will present a one-tap option to share your location on a map.

Alongside new penguins, pirates, koala and cat stickers (among others), the company also introduced a range of new filter.

• 57 Custom dimensions • Examples:

• Author • Content Length • # Images in a post • # Videos in a post • Published Date • Companies, Profiles,

Topics.

CustomDimensions:

TLDR: Why we do what we do?

1. Know your sources 2. Know your tone of voice 3. Come up with ideas, don’t think too long 4. Measure what is important to you 5. Strategy depends on resources + scale 6. Think off platform


How does SEO + Growth come into play?

@MartijnSch@MartijnSch / @GA

AMP does help, a ton!

Title

Schema: HELL YEAH!?

FB Instant Articles… Mwah :(

You’re done! But nobody is reading your content?

YOUR CONTENT MARKETING:


Figures Content Marketing Data from August 2016

Priceless Amounts of fun

@MartijnSch

150.000 Pitches on a Yearly basis

150 Monthly pitches misspelling my name


How (NOT) to do Outreach:


Title

You need a relationship. Yes you do!

Martijn Scheijbeler

Marketing Director at The Next WebUsed to be a sh*tty link builder

[email protected] @MartijnSch

Dear Martijn…

We like to inform you about our press release around the news of the top experts in the cruise line industry on what their favourite ships and destinations are.

Bla bla bla…Attached you can find our press release.

PR & Online Marketing Manager

Hello to all at Martjin and Vince, I am the Operations Manager at XXX Productions which is a video production company. I’m reaching out to you in regards to our remote-controlled studio called XXX. The XXX facilitates video production, allowing you to appear on live TV and create HD videos from your office or home. XXX Productions believes our services and the XXX would be a valuable asset for The Next Web.

Dear Martijn… Dear Martjin Dear Martin Dear Marijn Dear Martji Dear {insert name} Dear *|FNAME|* Dear ,

TLDR: Pitching& Outreach

1. Make it (not too) personal 2. Keep it short + simple *stupid* (KISS)

3. Find + Don’t misspell somebodies name


Creating& Improving (y)our Content

WRITING & IMPROVING:


How do we improve?


Company

@MartijnSch

Topic

Evergreen or News?

Region

Person

Event?

Keywords

Author


Any idea what you’re looking at here?

Creating content isn’t hard!

You just thought about infographics, didn’t you!?

“Our boss is forcing us to play Pokémon GO during work hours”



@MartijnSch

40.000 Pageviews

2073 Shares

Coverage@MartijnSch / #BrightonSEO

79 Referring Domains

Take Aways: What, Pitch & Create

1. Create a strategy, a real one! 2. It’s a process, but don’t make it too long 3. Reach out to have your content read 4. Make your pitch personal, we’re humans 5. Have fun while doing it!


Do you have any Questions?
