Creative Content Resolutions for Challenging Industries www.blueglass.co.uk @BlueGlass “Motivational Content Stories for the Downtrodden” at the #contentmarketingshow - SlideShare Edition -
Aug 23, 2014
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
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?
Challenge 1:To promote a brand & industry
nobody wants to support
Gambling Industry
Poker is a sport
Players are looking to develop
their skill set
Alan N. Schoonmaker, Ph.D.Industrial psychology at UC Berkeley
MathsLogic
ConcentrationPatienceDiscipline
Risk RewardDiversity
What poker skill is transferable to the general public?
Bluffing.
Eye movements
Touching
Feet
Create a research lead piece
Get on the phones
Mashable was interested in
publishing the content
12,500+ social shares
519 External Linksfrom 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
Conference Rooms
How do we make interesting content around conference rooms?
Educate the target
market.
Incorporate staff
Develop the blog as a resource
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
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:Don’t get sued
Nutrition Industry
Regulatory Bodies
What can we say?
If we can’t promote product benefits, who can?
Experts.
Nutritionists
For more details on how BlueGlass creates campaigns like this one,
please contact @BlueGlass
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 1CitationFlow: 56
TrustFlow: 71Moz DA: 84
84Site 2
CitationFlow: 48TrustFlow: 55Moz DA: 67
Site 3CitationFlow: 59
TrustFlow: 53Moz DA: 89
Published Press
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.