Stand Out
From The Crowd
Content Marketing
Every TWO days we create as much information as we did from the dawn of civilization up until 2003.*
Eric Schmidt - Former CEO of Google
It's Noisy out There
In 2011, there were over one TRILLION pages on the internet and over 2.1 Billion frequent internet users on the Planet.
On a daily basis, more than 30 Billion pieces of content are shared on Facebook. There's so much noise out there and everyone's shouting. So how do you get your message across clearly? How do you stand out from the crowd?
Quite simply - create better quality content than your competitors.
“Our site quality algorithms are aimed at helping people find ‘high-quality’ sites by reducing the rankings of low-quality content.”
Amit Singhal - head of Google's core ranking team
Why Content?
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01 Content for SEO
Content enables you to target more keywords, hit long-tail queries, improve overall site visibility and drive more traffic.
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02 Content for Link Building
Quality content attracts links, links help your website climb the rankings.
“People visit and link to sites that offer unique and substantial information. So, start developing more content if your site is lacking it.“
Matt Cutts - Head of Google Webspam
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03 For Brand Engagement
High quality content creates brand awareness and engagement, establishing your site’s authority and developing its reputation, building trust and ‘enhancing the sales proposition’ Malcolm Fried - Quill Content
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03 For Interaction
Engagement improves SEO metrics such as bounce rate, page views, time on site and visitor frequency and recency. Metrics Google takes into account when ranking the quality of your website.
My Content Skills
Content Case Study - Tele Tracks
The Brief
Tele Tracks is a niche winter sports business, delivering telemark ski coaching and holidays in the Alps.
To develop a content strategy co-ordinated with offline marketing efforts, to raise brand awareness, increase brand engagement and drive traffic.
Strategy
Develop a niche interest site to attract telemark skiing enthusiasts with:
- Equipment Reviews
- Fitness Articles
- Technique Articles
- Inspirational Stills Photography
- Coaching Videos
- Inspirational Videos
- Video and stills coverage of events
The Results
Keyword Ranking Improvements
of all search terms targeted:
*Rankings checked on an incognito browser, removing any personal browser preferences, with geographical targeting selected.
Site Improvement Metrics
Thanks to the content strategy, between the 2014-15 the website improved the following metrics by:
Engagement and Brand Awareness Metrics
Between winter 2013-14 and winter 2014-15, the Tele Tracks site improved the following metrics by...
287%
Increase in Newsletter Signups
45%
Increase in Pageviews
40%
Increase in Returning Visitors
118%
Increase in Referral Traffic
43%
Increase in Direct Traffic
35%
Increased Average Time on Site