The following presentation was created for this year's Performance Marketing Insights event in London. It walks through the process of creating structure throughout your digital content strategy and the marketing of it to maximize ROI.

1. INVEST
(AND
WIN)
WITH
CONTENT

2. GOOGLE
HAS
HAD
A
GOOD
TIME
OF
IT

3. AND
HAS
BEHAVED
LIKE
KING
OF
THE
JUNGLE

4. CHANGE
IS
COMING

5. A
NEW
SHERIFF’S
IN
TOWN

6. THE
METHOD
OF
DISCOVERY
IS
CHANGING

7. SOCIAL
HAS
BEEN
BUILDING
AN
ARMY

8. THE
INDUSTRY
IS
FINDING
OTHER
WAYS
TO
BUILD
AUDIENCE

9. RESULT?

10. GOOGLE
HAS
MOVED
FROM
THE
STICK…

11. TO
THE
CARROT

12. GOOD
CONTENT
IS
BEING
REWARDED

13. NOT
THIS

14. THIS
INTERACTIVE
HTWIN.NET – SCALE OF THE UNIVERSE

15. THIS
DEBT.CO.UK – FOOTBALL AND DEBT

16. GOOGLE
IS
GIVING
US
REASONS
TO
INVEST

17. PENALTIES

18. 100%
NOT
PROVIDED

19. HUMMINGBIRD

20. IN
DEPTH
ARTICLES

21. FRESHNESS
ALGO

22. SOCIAL
SIGNALS

23. SOCIAL
REWARDS
GREAT
CONTENT

24. ENGAGEMENT

25. AUDIENCE
ACQUISITION

26.
WHAT
KIND
OF
CONTENT
WORKS?

28. LED
BY
BIG
CONTENT

30. AND
GREAT
REGULAR
CONTENT

31. OUR
CONTENT
PROCESS
IDEATION
VARIATION
CREATION
DISTRIBUTION

32. IDEAS
ARE
THE
LIFEBLOOD

33. IDEATION
CLIENT
GOALS
SOCIAL
DATA
LONG
TAIL
PHRASES
SEMANTIC
PHRASES
TRENDING
CONTENT
EVERGREEN
CONTENT
CONTENT
TYPES
PURCHASE
FUNNEL

34. THE
BRIEF

35. SOCIAL
DATA

36. USE
THIS

37. CREATE
THIS
PERCENTAGE
OF
AUDIENCE
WHO
LIKE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook
Phones
4u

38. EVEN
THIS
Zazzle
Content
Index:
TV
Shows
30
15
23
22
98
Jersey
Shore
Britain's
Got
Talent
92
43
51
87
53
84
62
74
63
64
68
Two
and
a
Half
Men
CoronaUon
Street
Only
Way
Is
Essex
How
I
Met
Your
Mother
X
Factor
Mock
The
Week
Geordie
Shore
40
I'm
A
Celebrity
Strictly
Come
Dancing
31
Family
Guy
Walking
Dead
Dexter
Spartacus
Game
of
Thrones
Mad
Men
Downton
Abbey

39. THE
LONG
TAIL

40. SEMANTIC
PHRASES

41. TRENDING
CONTENT

42. EVERGREEN
CONTENT

43. PURCHASE
FUNNEL

44. CREATE
THE
STRATEGY

45. ENSURE
VARIATION

46. CREATE
THIS

47. SMALL
CONTENT
TYPES
ArUcles
CompeUUons
Infographics
Video
Surveys

48. BIG
CONTENT
TYPES
Data
VisualisaUons
Games
InteracUve
infographics
Ebooks
CompeUUons
Whitepapers

49. CREATION

50. PRODUCE
VARIATION

51. DIVERSE
SKILL
SETS
HEAD OF
CONTENT
DEPUTY
DISTRIBUTION
TEAM LEAD
INFLUENCER
ANALYST
PAID MEDIA
EXEC
PR EXEC
CREATION
TEAM LEAD
OUTREACH
EXEC
DESIGNER
DEVELOPER
WRITERS
VIDEOGRAPHER

52. DISTRIBUTION

53. COVER
EVERY
ANGLE
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA

54. FIND
THEM

55. CONNECT
WITH
PROFESSIONALS

56. LINKEDIN

57. TWITTER

59. JOURNALIST
DIRECTORIES

60. AND
OUR
OWN
TOOL

61. PReacher
PREACHER.ZAZZLEMEDIA.CO.UK

62. PROMOTION

63. PAID
SOCIAL
AMPLIFICATION

64. PAID
SEARCH

65. EARNED
INFLUENCER
CHANNELS
Social
Forums
Groups
Aggregators

66. OWNED
CHANNELS
BLOG
PAGES
E-­‐NEWSLETTERS

67. OPTIMISE
FOR
SOCIAL

68. GOOGLE
PLUS
AUTHORSHIP

69. OPEN
GRAPH

70. TWITTER
CARDS

71. SUPPORT
WITH
THIS

72. GET
IT
RIGHT
THOUGH…

73. SCALE
OF
THE
UNIVERSE
An
interac`ve
infographic
–
htwins.net/scale2/
87k
Links
3.5k
Domains
35k
Twi^er
shares
320k
Facebook
shares

74. THANKS
Simon
Penson
Zazzle
Media
Managing
Director
www.zazzlemedia.co.uk
@simonpenson
simon.penson@zazzlemedia.co.uk
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