Danny Denhard discusses different types of content marketing and where they fit in the sales funnel. There are three main types: 1) brand-led content to build awareness, 2) content to help with search engine optimization, and 3) optimized content directly driving leads and sales. Brand-led content belongs early in the funnel, while optimized content belongs later by directly influencing purchases. Denhard argues that content marketing should be used strategically depending on the business and where it fits within the awareness-consideration-purchase process.

1. @dannydenhardDanny Denhard
What part of the sales funnel is your content
Danny Denhard // Founder & Lead Consultant @ //
socialseo.co // @dannydenhard

2. Content Marketing is more than:
E-book
Flow chart
Instagram
video
Vine video
Infographic
Quiz
Spot the
difference
Interactive
White paper
Video
Widget
Podcast
App
Mobile
app
Web app
Social app
Image
Social image
Game
@dannydenhardDanny Denhard
YouTube &
Vimeo video

3. A little about me
• Worked in professional SEO
for 11 years, 6 years in Social
Media and Content Marketing
• Freelance consultant and
trainer covering: SEO, Social
Media, Content Marketing &
Content Strategy
• Worked across some of the
UK’s and Europe’s top brands
including RetailmeNot, eBay,
TUI Group, Zoopla & Tesco.
@dannydenhardDanny Denhard

4. My Content Marketing Believes
My theories on content: "
• Content Marketing is just good (or “Re-mark-able”) marketing
• Great content works
• Create content for “your” people
• You have to understand local TV to understand content
• Culture matters - understand how culture matters locally
• Would your content pass the mum test?
• Can you explain your content in one tweet? Over 140 characters and its too long
@dannydenhardDanny Denhard

5. We are all fighting for….
@dannydenhardDanny Denhard

6. What is content used for?
Awareness Advertising
Branding
Marketing
Sales
Phase 1 Phase 2 Phase 3 Phase 4
User sign
ups
Re-purchase
@dannydenhardDanny Denhard

7. There are 3 types of Content Marketing
1. Brand Led Content Marketing
2. Content Marketing to help SEO
3. Optimised Content Marketing
@dannydenhardDanny Denhard

8. 1. Brand led Content Marketing
@dannydenhardDanny Denhard

9. Coca Cola

10. Red Bull

11. Great Content Marketing Companies
Potentially…Food and Beverage brands do it best
!
• Oreo / Kraft
• Innocent
• Cadburys
@dannydenhardDanny Denhard

12. Content & Media Companies
Who Leverage Content As Sales Aid
• TED - conference
• LinkedIn - paid services
• Netflix - monthly subscriptions
• Paddy Power - Increasing number of bets and
awareness
@dannydenhardDanny Denhard

13. Innovative Brands
Sports brands doing it well
• Nike
• Adidas
• Warrior
• TV battle on online and offline - BT Sports vs. Sky
Sports
@dannydenhardDanny Denhard

14. These types of activities pull the consumer to the
brand site - often means pushing consumers to top
of sales funnel
@dannydenhardDanny Denhard

15. 2. Content Marketing to help SEO
@dannydenhardDanny Denhard

16. Airbnb

17. Google

18. Probably the best content marketing company ATM -
GoPro
http://po.st/goprocamera

19. Great Examples of Recent Content
• BBC World Cup - http://po.st/wcintro
• World Cup of everything - http://po.st/wsjworldcup
• Matchstory / PA - http://po.st/matchstory
• Lego Movie - http://po.st/legomovie
• GoPro - http://po.st/goprocamera
• WSJ billion club - http://po.st/billiondollarclub
@dannydenhardDanny Denhard

20. This all pushes consumers & press to talk about and
link to the campaign site(s) - this is still low in the
sales funnels
@dannydenhardDanny Denhard

21. 3. Optimised Content Marketing
@dannydenhardDanny Denhard

22. SEO is more than just the department with
expensive tools and funny abbreviations"
!
SEO (if done right) is now about making the
user satisfied!
@dannydenhardDanny Denhard

23. So people only think of SEO as…
Traffic Rankings
Links Clicks
Robotic text
@dannydenhardDanny Denhard

24. But Optimised Content Marketing is..
Leads Product drivers
Awareness
drivers
Sales
Content Strategy
@dannydenhardDanny Denhard

25. So things I know (& worked on) optimised
content marketing has sold
@dannydenhardDanny Denhard

26. Afternoon Tea’s

27. St Lucia Holidays

28. Mobile phones…even rubbish ones

29. SEO influences purchases
And
Pushes consumers to the end of the sales funnel
@dannydenhardDanny Denhard

30. Introducing The Content Funnel & Channels
Direct
SEO
Social Media
Email
@dannydenhardDanny Denhard
TV, Radio &
Digital

31. Know where & how content is the driver in the consumer purchase
process
Personalisation
Common
Holy Grail
35% of users
Important
to note
@dannydenhardDanny Denhard

32. Where does your business & content sits in the funnel?
Hint: We all
compete here
Pretty sure you
will naturally fit
here
@dannydenhardDanny Denhard

33. Do you know where your business & content sits in my funnel?
Always
undervalued &
under targeted
Influence
Holy Grail for
us all
Very difficult to
influence
The ideal
education part
Mass brawl
@dannydenhardDanny Denhard

34. Where to push your content efforts
@dannydenhardDanny Denhard
Push SEO
content
Push brand
content
Push
product
content

35. Take Away’s from ‘Behavioural Economics’
• Anchoring Bias - We tend to rely too heavily on the first piece of
information seen
= SEO: Ranking as #1 in search engines
• Von Restorff Effect - items that stand out from their peers are more
memorable
= Stand out Content Marketing
• Goal Gradient Effect - We purchase faster if the task is started for us
= Product led or optimised content marketing (on the right pages)
• Bandwagon Effect - We all follow friends and co workers if told about
a product, service or a movement
= Beats headphones, iPhones, holidays & cars
@dannydenhardDanny Denhard

36. Lastly, Thank You!
@dannydenhardDanny Denhard

37. Contact Details
• Danny Denhard
• Email: danny@socialseo.co
• LinkedIn: uk.linkedin.com/in/dannydenhard
• Social: @dannydenhard / +dannydenhard
@dannydenhardDanny Denhard