Official Keynote: Maximising the Value of your Content
Of all the topics that are covered within marketing, content is by far the broadest. Every channel is busily creating, often without any real consideration of how the content they produce might impact the bigger picture and be of benefit beyond what it was originally created for. In this talk, Epiphany’s Director of SEO – Malcolm Slade, will cover his experiences of content to date, success and failures, and how to ensure that you get the most from the content and campaigns you produce.
Key Delegate Takeaways :
- An understanding of key Google features and how to leverage them through content
- An understanding of the effect of content across channels and how to work this into your campaigns
- An appreciate for how difficult content creation really is and the need to invest real effort into all aspects of content creation
Session 1. How to Create the Content your Prospects and Customers (and of course Google) Really Want and Achieve Double Digit Returns as a Result
Key Delegate Takeaways:
- How to prioritise your content strategy by understanding what customers want to hear rather than what you want to tell them
- How to utilise Search Marketing techniques to strategically capture audience interest to create content briefs
- How to prioritise and deliver content journeys relative to a prospects level of intent (AIDA)
- How to align technical SEO and Paid Media experts with Content and Creative teams to produce rich and powerful content delivery
- How to run tracking and continual improvement in content performance and ROI
Session 2. The Simple Framework for an Integrated Content Strategy
Key Delegate Takeaways:
- Squeezing the most out of your content assets
- How to build campaigns with longevity
- Creating content that aligns perfectly with your purchase journey
Session 3. Effective Influencer Marketing for 2020
Key Delegate Takeaways:
- Brand visibility vs performance marketing
- How influencers should fit into your strategy
- Measurement and evaluation
Session 4. Strategic Creativity: Using an ‘Always On’ Approach to Improve Digital PR Link Acquisition
Key Delegate Takeaways:
- Understand the 3 elements of a good Digital PR content plan that will resonate with your audience and the media
- Establish a robust newsjacking strategy
- Create the outline of a solid digital PR plan.
Session 5. From Love at First Sight to Partners for Life: Creating Engagement Across the Entire User Journey
Key Delegate Takeaways:
- Understanding the relationship between Brand Experience and Usability
- Applying the Inbound Methodology to your business model
- 10 essential tools & techniques to optimise your Content Strategy
Session 6. Using Data-Driven Content to Supercharge Organic Search Success
Key Delegate Takeaways:
- Learn how data-driven content can earn links and coverage from top-tier press which give you a competitive advantage.
- Learn how to find and create data-driven stories and newsworthy headlines, including a proven process on how to approach the ideation process and refine ideas into validated campaign concepts.
- Find out what journalists really want from the content you’re creating and how to use these insights to develop creative assets which add editorial value and earn links and how to successfully pitch these to the press.
[slideshare id=227522818&doc=digitalcontentleadersmasterclass2020-200210114733]