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.
Creative Content Resolutions for Challenging Industries www.blueglass.co.uk @BlueGlass Motivational Content Stories for the Downtrodden at the #contentmarketingshow - SlideShare Edition -
Three Content Stories ChallengeResolution 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?
Challenge 1: To promote a brand & industry nobody wants to support
Poker is a sport
Players are looking to develop their skill set Alan N. Schoonmaker, Ph.D. Industrial psychology at UC Berkeley Maths Logic Concentration Patience Discipline Risk Reward Diversity
What poker skill is transferable to the general public? Bluffing.
Create a research lead piece
Get on the phones
Mashable was interested in publishing the content
12,500+ social shares
519 External Links from 65 Domains Before Placement After Placement External Backlinks 1 519 Referring Domains 1 65 Moz Page Authority 1/100 53/100
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.
Challenge 2: To make B2B interesting
How do we make interesting content around conference rooms? Educate the target market.
Develop the blog as a resource
Promote staffs expertise on other sites. - Images have been removed - Site 1 CitationFlow: 42 TrustFlow: 47 Moz DA: 54 Site 2 CitationFlow: 39 TrustFlow: 54 Moz DA: 64
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.
Challenge 3: Dont get sued
What can we say?
If we cant promote product benefits, who can? Experts.
Nutritionists For more details on how BlueGlass creates campaigns like this one, please contact @BlueGlass [email protected]
Create a hub for nutrition related content, separate from the e- commerce site. Do. Transactional Content. Know. Informational Content Go. Navigational Content
Connect the social signals.
Promote our experts to publications. - Images have been removed - Site 1 CitationFlow: 56 TrustFlow: 71 Moz DA: 84 84 Site 2 CitationFlow: 48 TrustFlow: 55 Moz DA: 67 Site 3 CitationFlow: 59 TrustFlow: 53 Moz DA: 89
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.
What have we learned?
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.