The line between advertising and marketing has become increasingly blurred, and branded content is everyone’s business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct role in adding value to a business beyond SEO gain. Putting linkbait aside, she will be offering insights into what it takes to make content that serves both a brand and those it wishes to convert.
14. “Win at brand awareness
& perception”
What should you do next?
Does Google Still Need Links
slideshare.net/THCapper/does-google-still-need-links-searchlove-san-diego-2017
28. “Branded content will be at
the heart of every
marketing strategy.”
@VickeKaravanbobcm.net/2015/07/30/the-future-of-branded-content-marketing-part-3
40. @VickeKaravan
✤ Designed to reach people
✤ Aim to build a community of like-minded followers
✤ Not-product focussed
✤ Consistently and boldly branded
88. @VickeKaravan
Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
@VickeKaravan
Grow
your social
following
Build your
retargeting
pool
Attract
consumers to
test drive your
product
Drive targeted
traffic
and
awareness
Increase
time spent
with brand
115. Content that’s
topical and “now”
Happens less frequently,
than “how”. As and when
there is something topical
that’s also brand-relevant
@VickeKaravan@VickeKaravan
128. Focus on these…
And these will naturally follow…
Brand
awareness
Brand
sentiment
Brand
trust
Grow
your social
following
Build your
retargeting
pool
Attract
consumers to
test drive your
product
Drive targeted
traffic
and
awareness
Increase
time spent
with brand
@VickeKaravan@VickeKaravan
135. Sources and credits
http://www.ipglab.com/2016/09/23/ipg-media-lab-forbes-evaluate-the-current-state-of-branded-content/
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by Ann Handley, C.C. Chapman
Content: The New Marketing Equation, by Altimeter
http://mediakix.com/2016/06/instagram-marketing-case-study-adidas-neo/#gs.null
https://www.kingcontent.co.uk/case-studies/hans-smallgoods-oliving-life/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!uk-io-powerful-thinking
http://contently.com/strategist/2017/01/11/shutterstock-90s-case-story/
http://bobcm.editiondigital.com/best-of-branded-content-marketing-2015-global-edition#!page44.1
http://review.content-science.com/2016/10/the-how-now-wow-framework-thats-helped-monster-supercharge-its-content-kpis/
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