My deck from SES London covers the content creation and marketing process to help marketers understand how to maximise ROI from their content led marketing activity.

1. GUARANTEE
POSITIVE
ROI
FROM
YOUR
CONTENT
Tips
and
Tac*cs
to
Grows
Profits
Simon
Penson
Zazzle
Media
MD
London|
18–21
February

2. London|
18–21
February
2013
|
#SESLON
Because
no
one
wants
to
be
that
guy…
@simonpenson

3. London|
18–21
February
2013
|
#SESLON
What
are
we
trying
to
do?
CREATE
TARGETED
AUDIENCES OF
VALUE WITH
CONTENT.

4. London|
18–21
February
2013
|
#SESLON
BUT
HOW? @simonpenson

5. London|
18–21
February
2013
|
#SESLON
The
one
thing
you
need…
@simonpenson

6. London|
18–21
February
2013
|
#SESLON
Actually…the
two
things
you
need…
@simonpenson

7. London|
18–21
February
2013
|
#SESLON
AND
THAT
MEANS @simonpenson

8. London|
18–21
February
2013
|
#SESLON
Marrying
these
guys…
@simonpenson

9. London|
18–21
February
2013
|
#SESLON
With
these
guys….
@simonpenson

10. London|
18–21
February
2013
|
#SESLON
Slide
Header
Here
@simonpenson

11. London|
18–21
February
2013
|
#SESLON
BUT
THERE IS
AWAY
@simonpenson

12. London|
18–21
February
2013
|
#SESLON
AND
HERE’S
HOW. @simonpenson

13. London|
18–21
February
2013
|
#SESLON
Right
brain
people…make
yourselves
useful!
@simonpenson

14. London|
18–21
February
2013
|
#SESLON

15. London|
18–21
February
2013
|
#SESLON
Take
inspiraXon
from
mags
@simonpenson

16. London|
18–21
February
2013
|
#SESLON
Steal
flow
and
strategy…
@simonpenson

17. London|
18–21
February
2013
|
#SESLON
Create
your
flatplan….
@simonpenson

18. London|
18–21
February
2013
|
#SESLON
Include
content
differenXaXon
for
‘flow’
@simonpenson

19. London|
18–21
February
2013
|
#SESLON
Think
semanXc
relevance…

20. London|
18–21
February
2013
|
#SESLON
Plan
for
every
persona
@simonpenson

21. London|
18–21
February
2013
|
#SESLON
And
the
le]
brain
clan?
@simonpenson

22. London|
18–21
February
2013
|
#SESLON
Make
sure
the
site
is
‘fit
for
purpose’…
SEARCH USABILITY OPTIMISED
Remove Understand Mobile,
Duplication Journeys Social?
@simonpenson

23. London|
18–21
February
2013
|
#SESLON
Ensure
the
‘creaXves’
cover
off
every
touchpoint
ON OFF
SOCIAL
PAGE PAGE
@simonpenson

24. London|
18–21
February
2013
|
#SESLON
Mine
social
for
correlaXon
data…
@simonpenson

25. London|
18–21
February
2013
|
#SESLON
Find
the
influencers
@simonpenson

26. London|
18–21
February
2013
|
#SESLON
Meld
‘their’
creaXve
ideas
into
an
editorial
plan…
@simonpenson

27. London|
18–21
February
2013
|
#SESLON
Here’s
what
it
looks
like…
@simonpenson

28. London|
18–21
February
2013
|
#SESLON
HOW
WILL
PEOPLE
FIND IT? @simonpenson

29. London|
18–21
February
2013
|
#SESLON
Use
tools
to
make
outreach
more
effecXve…
@simonpenson

30. London|
18–21
February
2013
|
#SESLON
When
it
gets
really
hard…
Ø USE COMPETITOR BACKLINK
DATA VIA COGNITIVESEO
Ø AUDIENCEWISE + CRAWLYTICS
TO FIND MOST SHARED
Ø USE LONG TERM PERSONAS
TO BUILD RELATIONSHIPS
@simonpenson

31. London|
18–21
February
2013
|
#SESLON
Use
content
amplificaXon…
@simonpenson

32. London|
18–21
February
2013
|
#SESLON
SHOW
ME THE
MONEY

33. London|
18–21
February
2013
|
#SESLON
Know
what
you
want
to
measure
AGREE
KPIS
GROW MAP THE
BUDGET JOURNEY
REVIEW SET UP
ROI GOALS
@simonpenson

34. London|
18–21
February
2013
|
#SESLON
Measure
on
page
value…
@simonpenson

35. London|
18–21
February
2013
|
#SESLON
Measure
off
page
content…
@simonpenson

36. London|
18–21
February
2013
|
#SESLON
How
long
will
it
take?
@simonpenson

37. London|
18–21
February
2013
|
#SESLON
THANKS.
Simon Penson
Zazzle Media
DOWNLOAD IT > SLIDESHARE
READ IT > THE ZAZZLE MEDIA BLOG
@simonpenson