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Delivered to eTail Europe 2014: Historically, as marketers, content has been our responsibility. But today, everyone seems to have a role in content development and management. While it can be one of our most powerful tools, if you don’t learn how to properly develop and distribute content, you’re spinning your wheels. Matthew Ridout explains how to best lay out your roadmap to maximize the value of your content development.
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June 2014 – eTail Europe
Focusing on your Content Marketing Strategy to Increase Natural Rankings
E TA I L 2 0 1 4
Who am I?
Head of SEO at Farfetch
Founded in 2008
London based e-commerce company
Enables independent designer boutiques to trade on a global platform
Matthew Ridout
@mridout196
Head of SEO
www.farfetch.com
E TA I L 2 0 1 4
Why is content marketing so important?
“So we've played around with the idea of turning off backlink relevance and at least for now backlink relevance still really helps in terms of making sure that we return the best, most relevant, most topical search results”
E TA I L 2 0 1 4
The link building landscape has changed
2014201320122005
Paid L
inks
Recipr
ocal
Links
Guest
Blog P
osts
Article
Sub
miss
ions
Directo
ry L
inks
Press
Rele
ases
Scalable methods of building links for brands
E TA I L 2 0 1 4
The link building landscape has changed
2014201320122005
Paid L
inks
Recipr
ocal
Links
Guest
Blog P
osts
Article
Sub
miss
ions
Directo
ry L
inks
Press
Rele
ases
Scalable methods of building links for brands
No longer an option for a sustainable strategy
E TA I L 2 0 1 4
Why content marketing so important
Use tools like Majestic SEO or Search Metrics to show new/lost links
Editorial, promotional, news, product or creative – recurring for most brands
Content
Content
Content
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What are the goals?
Identify content that already exists within the business that can be leveraged for organic search
Increase the reach of all marketing content to people who are more likely to share what’s been created and link back
Align SEO content ideas with other departments for a seamless brand experience
E TA I L 2 0 1 4
Who’s owns marketing content?Traditionally..
Online
SEO
Social Media
EditorialProduct
Offline
Direct
PR
Editorial
Marketing
E TA I L 2 0 1 4
Who’s owns marketing content?More cohesive organisation of departments
Marketing
SEO
Social Media
Editorial
ProductEmail
PR
Direct
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Bridging department content plans Content calendars exist all through businesses..
Marketing Calendar
Press Calendar
Sales Promotion
Dates
Digital Marketing Calendar
Social Activity
Roadmap
Resourcing HR
Calendar
CEOs Outlook Calendar
Technical Release
Schedule
Will require face to face meetings
Use a champion to lead project
Centralise online using G-Docs
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Bridging department content plans
Start by mapping out the key activity throughout the year, from all business areas
Site Redesign
New Homepage
Mobile App Launch
New Brand Release
Sale
Blogger Event
Social Competition
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Building a content calendar for SEO
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial
PR
Social
Technical
Marketing
Shoots
VM
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Building a content calendar for SEO
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
Editorial 1. Holiday Special 2. Boutique Choice 3. Swimwear Special
1. London Style Icon 2. Boutique Choice 3. Playlist Special
1. Dresses GIF Set 2. Boutique Choice 3. Reasons to Wear
1. Holiday Special 2. Boutique Choice 3. Italian Designers
PR 1. Summer Announcement 1. PR Event London 1. Sale Promo 1. Product Focus
Email 1. US Sale 2. Holiday Shop
1. Concept Shop Women 2. Brand Focus Men
1. Festival Dressing 2. Brand Focus Women
1. Trends Round-up 2. Men’s Shirts
Social 1. Summer Competition
1. Blogger Event Photos 2. Pinterest Competition
Technical 1. New CMS Features Launch 1. Mobile App Landing Page
Marketing 1. Fashion Bloggers Event 1. Mobile App launch
Shoots 1. Men’s Summer Style
1. Brazil Men’s 2. Shoes Special 1. Women’s Prints 1. New York Special
VM 1. Concept Shop - Sport Luxe
1. Colour Codes 2. Vintage
1. Transition Pieces 2. Leather Accessories 1. Sandal Edit
High – Link Opportunity, Relationship Building, brand visibility, visits and sales
Mid-Level – Brand Visibility, Relationship building, visits
Lower – Brand Visibility, visits
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Keyword targeting based on content
Create an SEO checklist for each department
Sensor check that any content is going to benefit natural search
Will help increase the return from all areas of the business
From regular editorial content to larger campaigns
ACTION
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Creating content within ContentWhat types of content asset formats work best for SEO?
Videos
Widgets
Interactive Infographics
Competitions
Animated GIFS
Hangouts
All these formats give people a reason to link to your website/content
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Creating content within Content
What types of content in content works best for SEO?
Standard Website Content
Standard Website Content
Standard Website Content
Standard Website Content
Standard Website Content
Blog Link
Blog Link
Blog Link
News Site Pickup
Good return?
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Creating content within Content
What types of content in content works best for SEO?
Standard Website Content
Standard Website Content
Standard Website Content
Standard Website Content
Standard Website Content
Creative SEO Asset
Creative SEO Asset
Creative SEO Asset
Creative SEO Asset
Creative SEO Asset
Blog Link
Blog Link
News Site Pickup
News Site Pickup
Blog Link
News Site Pickup
Blog Link
News Site Pickup
Blog Link
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Distribution plan – Categorize your contentImportant considerations:
Combine all the departmental content into priorities – which is likely to return the most for SEO?
Outreach the highest value content to your strongest influencers
Consider exclusives – secondary pickup will happen naturally
July w/c June 2 w/c June 9 w/c June 16 w/c June 23
High 1. Summer Competition (Social)1. Fashion bloggers event
(Marketing)
1. Dresses GIF Set (Editorial)1. Mobile App Launch
(Technical)
Medium1. Summer Announcement (PR)
1. London Style Icon (Editorial)
2. PR Event London (PR)3. Brazil Men’s (Shoots)
Low1. Swimwear Special (Editorial)
1. Product Focus (PR)2. New York Special (Shoots)3. Sandal Edit (VM)
HIGH SEO VALUE
MID-LEVEL SEO VALUE
LOWER SEO VALUE
E TA I L 2 0 1 4
Distribution Plan – Extend the reach
Reach only as good as the influencers you find
It can take months, if not years to build a complex relationship network
Outreach to influencers Reach Pickup Success?
Content
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Distribution Plan – Extend the reach
Reality is that it will take time to build a reach that gets you high levels of exposure
The more exposure, the more likely of pickup (as long as the content is good)
Outreach to influencers Opportunity More likely pickup success
Actual Reach
Content
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Distribution Plan – How to extend the reach?Use tools to promote your content
Increase the chances of a new influencer discovering content
Promotes content to very specific demographics
Targeted based on interests, location, device, age, gender
Set daily budgets and cost per stumble
Can see who engages with content – use in the future manually
$80 Free!
www.stumbleupon.com/pd
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Distribution Plan – Target Content
Content
PR Contacts
Social Media
Email Campaign
Journalists
SEO Influencers Extended Reach
New Influencers
Normal Business Distribution
SEO Targeted Distribution
Good Pickup
Very Good Pickup
Excellent Pickup
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Remember the 3 Goals
Identify content that already exists within the business that can be leveraged for organic search
Increase the reach of all marketing content to people who are more likely to share what’s been created and link back
Align SEO content ideas with other departments for a seamless brand experience
June 2014 – eTail Europe
Questions?
Matthew Ridout
@mridout196
Head of SEO
www.farfetch.com
