Motivational Content Stories for the Downtrodden was created by Chelsea Blacker for the Content Marketing Show in London on 17 July 2014. The talk focused on three challenging industries where creative content marketing ideas need to overcome a multitude of challenges to drive effective results. For the gambling industry, BlueGlass focused on bringing the excitement of poker as a sport to life for the general public. For nutrition industry, we created digital experts and focused on a content hub in accordance with Do Know Go. For the B2B industry, we supported internal staff becoming brilliant thought leaders in the events management space online.

1. 9 Ways to Create
Engaging
Content

2. 9 Ways to Engaging Content
for Challenging Industries
including gambling, healthcare, and B2B.
1. Find a PG angle for your content.
2. Get professional researchers involved.
3. Publishers are partners, involving them means they buy into your
content.
4. Turn internal staff into valued experts.
5. Develop the blog as a resource which can be linked to.
6. Promote staff as the content creators for other publishers.
7. Locate offline experts hungry to expand business.
8. Develop offline experts into online experts.
9. Separate your transactional content from informational content.

3. Challenge 1:
To promote a brand & industry
nobody wants to support

4. Gambling Industry

5. Gambling does not typically receive good press, making our job to create outstanding content
to drive new visitors even more challenging.

6. 1. Find a PG angle
for your content.
1. Find a PG angle
for your content.
Poker is a sport!
Not just a game popular
in the gambling industry.

7. As a skill set,
players are looking
to develop their
skill set, and there
is a wealth of
research on this
sport by people
like Dr.
Schoonmaker.
Alan N. Schoonmaker, Ph.D.
Industrial psychology at UC Berkeley
Maths
Logic
Concentration
Patience
Discipline
Risk Reward
Diversity
2. Get professional
researchers
involved.

8. What poker skill is
transferable to
the general
public?
Bluffing.

9. Eye movements
show if you’re
making up a story
or remembering
events from your
past.

10. Touching your
neck is an action
to pacify yourself
in stressful
situations.

11. Feet itch, wiggle,
and sweat when
nervous.

12. Create a research
lead content piece
and publish the
results on the
brand’s website.

13. Get on the phones
and call publishers
to establish who is
interested in using
the research to
create dynamic
content.

14. 3. Publishers are
partners, involving
them means they buy
into your content.
Mashable was
interested in
publishing the
content
Throughout development, we sent drafts and ideas to the editor to
get their input and feedback. This kept the relationship alive and
ensured the content was exactly what they wanted.

15. Social Results:
12,500+
social shares

16. SEO Results:
519 External Links
Before Placement After Placement from 65 Domains
External
Backlinks 1 519
Referring
Domains 1 65
Moz Page
Authority 1/100 53/100

17. Lessons
Learned
1. Find a universally appropriate
angle for your content.
2. Get professional researchers
involved.
3. Publishers are partners,
involving them means they buy
into publishing.

18. Challenge 2:
To make B2B corporate venue rentals an
exciting topic to share with publishers

19. Conference rooms
for rent, this is
what the brand
represents.

20. How do we make
interesting
content around
conference
rooms?
Educate the
target
market.

21. 4. Turn internal staff
into valued experts.
Incorporate staff
to increase the
online profile of
the brand.

22. 5. Develop the blog
as a resource which
can be linked to.
Develop the blog
as a resource
others in the B2B
space turn to.

23. Promote staff’s
expertise on other
sites.
- Images have been removed -
Site 1
CitationFlow: 42
TrustFlow: 47
Moz DA: 54
Site 2
CitationFlow: 39
TrustFlow: 54
Moz DA: 64
6. Promote staff as
the content
creators for other
publishers.

24. Lessons
Learned
4. Make internal staff into experts.
5. Develop the blog as a resource
which can be linked to.
6. Promote staff as the content
creators for other websites.

25. Challenge 3:
Don’t get sued

26. Nutrition Industry

27. Regulatory Bodies

28. What can we say?

29. If we can’t
promote product
benefits, who
can?
Experts.
7. Locate offline experts
hungry to expand business.

30. We hired
nutritionists to
write articles for
the brand’s
website

31. Create a hub for
nutrition related
content, separate
from the e-commerce
site.
8. Separate your transactional content
from informational content.
Do. Transactional Content.
Know. Informational Content
Go. Navigational Content

32. And updated the
nutritionists social
profiles to ensure
current social
signals were
shared around
their content.

33. Promote our
experts to
publications, here
are some of the
publications.
- *Images have been removed -
Site 1
CitationFlow: 56
TrustFlow: 71
Moz DA: 84
84
Site 2
CitationFlow: 48
TrustFlow: 55
Moz DA: 67
Site 3
CitationFlow: 59
TrustFlow: 53
Moz DA: 89
9. Develop offline
experts into online
experts.

34. We even get
published off-line
in magazines and
academic research
journals as a
result!

35. Lessons
Learned
7. Locate offline experts hungry
to expand their opportunities.
8. Develop your offline experts
into online experts.
9. Separate your transactional
content from informational
content.

36. 1. Find a PG angle for your content.
2. Get professional researchers involved.
3. Publishers are partners, involving them means they buy
into your content.
4. Turn internal staff into valued experts.
5. Develop the blog as a resource which can be linked to.
6. Promote staff as the content creators for other
publishers.
7. Locate offline experts hungry to expand business.
8. Develop offline experts into online experts.
9. Separate your transactional content from informational
content.

37. @ChelseaBlacker
enquiries@blueglass.co.uk
www.blueglass.co.uk