Top Banner
Creative Content Resolutions for Challenging Industries www.blueglass.co.uk @BlueGlass “Motivational Content Stories for the Downtrodden” at the #contentmarketingshow - SlideShare Edition -
38

Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Aug 23, 2014

Download

Marketing

Chelsea Blacker

Motivational Content Stories for the Downtrodden was created by Chelsea Blacker for the Content Marketing Show in London on 17 July 2014. The talk focused on three challenging industries where creative content marketing ideas need to overcome a multitude of challenges to drive effective results.

For the gambling industry, BlueGlass focused on bringing the excitement of poker as a sport to life for the general public.

For nutrition industry, we created digital experts and focused on a content hub in accordance with Do Know Go.

For the B2B industry, we supported internal staff becoming brilliant thought leaders in the events management space online.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Creative Content Resolutions for Challenging Industries

www.blueglass.co.uk@BlueGlass

“Motivational Content Stories for the Downtrodden” at the #contentmarketingshow

- SlideShare Edition -

Page 2: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Three Content Stories

Cha

lleng

eR

esol

utio

n

Brand About the brand and industry background.

Challenges What are they up against?

BlueGlass Thought Process

How does BlueGlass think about these issues?

BlueGlass Resolution How does implement a solution?

Results What were the results?

Key Learnings What are the takeaways?

Page 3: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Challenge 1:To promote a brand & industry

nobody wants to support

Page 4: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Gambling Industry

Page 5: Creative Content Resolutions for Challenging Industries #ContentMarketingShow
Page 6: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Poker is a sport

Page 7: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Players are looking to develop

their skill set

Alan N. Schoonmaker, Ph.D.Industrial psychology at UC Berkeley

MathsLogic

ConcentrationPatienceDiscipline

Risk RewardDiversity

Page 8: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

What poker skill is transferable to the general public?

Bluffing.

Page 9: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Eye movements

Page 10: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Touching

Page 11: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Feet

Page 12: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Create a research lead piece

Page 13: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Get on the phones

Page 14: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Mashable was interested in

publishing the content

Page 15: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

12,500+ social shares

Page 16: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

519 External Linksfrom 65 Domains

Before Placement After Placement

External Backlinks 1 519

Referring Domains 1 65

Moz Page Authority 1/100 53/100

Page 17: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Lessons Learned

1. Find a universally appropriate angle for your content.

2. Get professional researchers involved.

3. Publishers are partners, involving them means they buy into publishing.

Page 18: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Challenge 2:To make B2B interesting

Page 19: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Conference Rooms

Page 20: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

How do we make interesting content around conference rooms?

Educate the target

market.

Page 21: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Incorporate staff

Page 22: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Develop the blog as a resource

Page 23: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Promote staff’s expertise on other

sites.

- Images have been removed -

Site 1CitationFlow: 42

TrustFlow: 47Moz DA: 54

Site 2CitationFlow: 39

TrustFlow: 54Moz DA: 64

Page 24: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Lessons Learned

1. Make internal staff into experts.

2. Develop the blog as a resource which can be linked to.

3. Promote staff as the content creators for other websites.

Page 25: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Challenge 3:Don’t get sued

Page 26: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Nutrition Industry

Page 27: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Regulatory Bodies

Page 28: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

What can we say?

Page 29: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

If we can’t promote product benefits, who can?

Experts.

Page 30: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Nutritionists

For more details on how BlueGlass creates campaigns like this one,

please contact @BlueGlass

[email protected]

Page 31: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Create a hub for nutrition related

content, separate from the e-

commerce site.

Do. Transactional Content.

Know. Informational Content

Go. Navigational Content

Page 32: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Connect the social signals.

Page 33: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Promote our experts to

publications.

- Images have been removed -

Site 1CitationFlow: 56

TrustFlow: 71Moz DA: 84

84Site 2

CitationFlow: 48TrustFlow: 55Moz DA: 67

Site 3CitationFlow: 59

TrustFlow: 53Moz DA: 89

Page 34: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Published Press

Page 35: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

Lessons Learned

1. Locate offline experts hungry to expand their opportunities.

2. Develop your offline experts into online experts.

3. Separate your transactional content from informational content.

Page 36: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

What have we learned?

Page 37: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

1. Find a PG angle for your content.2. Get professional researchers involved.3. Publishers are partners, involving them means they buy

into your content. 4. Turn internal staff into valued experts.5. Develop the blog as a resource which can be linked to.6. Promote staff as the content creators for other websites. 7. Locate offline experts hungry to expand their

opportunities.8. Develop offline experts into online experts.9. Separate your transactional content from informational

content.

Page 38: Creative Content Resolutions for Challenging Industries #ContentMarketingShow

@ChelseaBlacker

[email protected]

www.blueglass.co.uk