How is Content Marketing and blogging important to your business? The Dublin Marketer Case Study.

1. Role of Content Marketing
and Blogging in Digital
Marketing

2. What is Content Marketing?
“Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly-defined audience — and,
ultimately, to drive profitable customer action.”
Content Marketing Institute

3. Facts
 Content is the best way to achieve what advertising is supposed to achieve if done
correctly.
 It can spread quickly via social networks, generating powerful word-of-mouth
exposure for savvy content marketers.
 It is content that people desire and seek out, and it is great content that Google
wants to rank well in the search results so those people can find a relevant
business.
 People don’t want to be bombarded with adverts when making purchasing
decisions, they want valuable information.

4. What brought about this emphasis on Content ?
 The Panda update to Google’s Search Algorithm first introduced in 2011 (and
regularly updated in 2012 through to 2013) placed even more emphasis on what
was already an important strategy to develop.
 Penguin update in April 24, 2012 adjusted a number of spam factors, including
keyword stuffing, and impacted an estimated 3.1% of English queries but its’ goal
was to reduce the trust for certain sites and backlinks.
 Hummingbird was launched in September 26, 2013 and its’ goal for Google is to
better understand a user's query

5. The Panda Update
The purpose of Panda was to try to show high-quality sites higher in search results
and demote sites that may be of lower quality. It was also called “Farmer” because
was targeting the content farms. This is what triggered the “content rush” because
it was targeting:
 Thin content
 Duplicated content
 Machine generated content(spun content)

6. Effects of Google Updates on Content Marketing
Strategy
 Relevant Search Quality
 User experience
 Optimise every page

7. Content Diversity
Some of most used:
Blogs
Videos
Infographics
E-Mail Newsletters
Social Media
Case Studies
Research Reports
Presentations
(SlideShare)
Webinars…

8. Content Marketing Usage
 According to a survey
conducted by Outbrain and
market research firm
eConsultancy, 91% of in-house
marketers use content
marketing to market their
products or services, and more
than 90% of all digital
marketing professionals believe
that content marketing will
become more important over
the next 12 months.

9. Why is Content Marketing Important?
 Supports SEO and improves ranking
 Builds understanding of subject matter
 Drives Traffic through backlinks
 Influences Page Rank
 Increases Brand Awareness
 Demonstrates Expertise and establish trust
 Creates opportunities to build
 Email Subscription List
 Followers on Facebook, Twitter et

10. Content Marketing Model
1. Identify your target
market
2. Competitive
Analysis
3. Position
Brand/Voice
4. Engage in Keyword
Research
5. Develop Good
Content
6. Capture Customer
Information
7. Build Relationships
and Drive Traffic
8. Monitor, Respond
and Engage

11. “A blog is basically an article that you write online.”
Blogging is the best method to add new, fresh and
customizable content to your website. Should be
the foundation of all the social media activities.

12. Why do we Blog?
Marketers who have prioritized
blogging are 13 times more likely
to have a positive ROI. —HubSpot

13. Benefits for blogging
 Increases search engine traffic &
SEO ranking
 Humanizes your brand
 Supports your social media
initiatives
 Builds authority in your industry
 Improves conversion rates
 Cost effective
 Helps you rank for long-tail search
queries
 Helps generate inbound links
 Increases leads
 Facilitates valuable discussion
 Allows you to achieve ‘freshness’
 Long term results

14. The Dublin Marketer Community- Blog
Case Study

15. Blog-History
We used our blog The Dublin
Marketer as our case study. The
blog was launched on August 13th
and in that short time our stats
and insights are proving that our
content and SEO strategies are
bearing fruit.
“The motto on our site is ‘there is no such thing as a silly question.”

16. Opportunity & Solution
 Just one in five people working in
the marketing profession has not
even entry level digital marketing
competency and if the deficiency is
not addressed, the country will not
achieve the 150,000 jobs which
could potentially be created in the
digital economy by 2020.(DMI)
 Lack of Content Strategy knowledge
and increasing digital marketing
trends
 We are positioning ourselves as
Dublin’s newest voice offering a
view of marketing with a bias
towards Irish businesses. We offer
an informal, informative voice with
the purpose of developing a
discourse and creating a forum
where anyone with an interest in
Digital Marketing can visit and feel
welcome. The Dublin Marketer
aims to be an information hub in a
safe community environment.

17. Key Steps We Used For Our Blog
 Identified target audience and position
 We used Keyword planner and all in title to ensure that we will get found through organic
search
 Researched all relevant articles and documents about each topic
 We optimised our content and our site for SEO by using relevant keywords in our H1 and
images.
 Introduced Categories for a better user experience & Comment box for user engagement
 Integrated the blog and social media sites as they work hand in hand to drive traffic and
increase engagement

18. Results achieved
Website
200 views, 70 visitors, 13 likes, best day 3rd of September- 24 views

19. Facebook activity
96 Likes, Best day- Wednesday, Best time- 9:00 pm
Top 10 Tips For Email Marketing
A Beginner's Guide to Build a
Negative Keyword List
Content Marketing for small
business

20. Twitter
Top Tweet for August

21. Pinterest
Top Audience Demographics
Country: USA
Language: English, Gender: Female 105, Male 49, Unspecified 20

22. Questions?
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