What We Learnt From #BrightonSEO
This year was the biggest conference yet and the Brighton Jellyfish team were lucky to make it to a great selection of talks on everything fro…
Content marketing is much more than just writing good copy – although that's certainly important. Great content marketing allows you to connect with your customers outside of normal transactional experiences, developing deeper and longer-lasting relationships that keep customers coming back to your site.
Brands who do content marketing well enjoy the benefits of increased traffic, better quality leads, improved brand awareness and customer loyalty.
Our approach to developing a content marketing strategy is a four-stage process. The research and insights stage aims to develop an in-depth understanding of your customers’ needs and wants, online behaviors and preferred channels.
We do this through:
We then use these insights to develop a content strategy linked to your core customer personas and expected business outcomes. The aim of your strategy is to develop experience-led content that customers want to engage with, link to, share and talk about.
Your customers’ interests inform your strategy, which is customized to your business and brand. This ensures that all content is relevant, reflects your brand tone of voice and sets you apart from your competitors.
By developing strong connections and relationships with influencers, you can build a community of bloggers to collaborate on SEO, content marketing or social media marketing campaigns.
Blogger outreach also helps build your influencer advocacy, boosts your brand and inspires fresh content. It can:
By building strong relationships with bloggers we can work with thriving blogger communities and readerships to produce custom content with personality and impact.
Your campaigns will benefit from relevant blogger collaborations because they allow you to reach the right demographics, and expand your brand and influence consumer purchasing decisions as a result.
Bloggers are now a far more trusted source for product and service research than other online platforms. Blog posts are also highly valuable for buying decisions, and help you to keep track of how your brand is being represented in the digital space.
We outreach to bloggers with opportunities in order to gain unique experiences, exclusive insights or reviews, always keeping their audiences in mind.
We ensure that both the bloggers and you mutually benefit from collaborations, and both your target audiences and consumers are kept at the core of our outreach activities. This ensures that we leverage the passion and expertise of both you and bloggers – not just your influence.
Our digital PR approach is driven towards influencing communities, audiences and the media using online channels to boost your brand awareness, leading to increased sales and conversions. This tactic works particularly well if you are interested in improving your branded search and brand awareness.
The rise of online and social media channels has revolutionized the ways brands can engage with consumers. The internet has enabled two-way conversations, transformed consumer behavior and provided a platform for direct interactions with customers. Which means that it's more important than ever to get involved with the conversation so that consumers can relate to your brand, increasing trust and positioning your brand as an authoritative voice in your industry.
Our digital PR service also helps your SEO strategy through:
Integrating digital PR into your campaign complements your content marketing, social media and SEO strategies. PR focuses not only on media relations but also how to enhance your communications and relationships with key stakeholders.
With the ever-changing landscape of consumer behavior, more people than ever before are going online to find out about a brand, what it offers and product reviews. Increased interaction with consumers online enables you to listen and react to conversations, engage with consumers, provide interesting content and build upon new avenues of visibility.
By adding PR to your campaign, you can humanize your brand and build its identity, ultimately reinforcing your key messages and generating greater awareness and trust over time. An active database of bloggers, content writers and journalists who are engaged with and writing about your brand is also a powerful tool for strengthening your reputation in the marketplace.
We're already renowned for our expertise in creating successful digital journeys for our clients, but we want to take it one step further. Our digital PR offering enables you to benefit from a fully-integrated digital marketing campaign, incorporating PPC, SEO, content marketing, social media, creative, display, analytics and PR, all working in perfect digital harmony.
Our in-house experts can help you amplify your brand and cut through the online noise to position yourself as a leader in your industry, allowing you to create meaningful and long-lasting relationships with your consumers.
We believe that a targeted content marketing plan should form the basis of your link acquisition strategy. Great content engages users and gives them a genuine reason to promote your brand online through backlinks and social shares.
Creating content that will resonate best with your target audience is not as simple as brainstorming a few ideas. Instead, it’s about investigating your target demographic and understanding, through research and technology, their interests, concerns and questions.
You need to know:
Building relationships with journalists, bloggers, and key influencers helps get your brand and content amplified within the right communities across the web. There are a number of ways you can do this:
Our outreach and amplification proposition is bolstered by a dedicated PR and community management team. This helps you with:
Rather than scaling low-value strategies, sometimes it makes sense to invest in something bigger. Multichannel, big content campaigns, distinct from the usual blog posts, infographics, and videos, have staying power that can drive sales, leads, engagement and reach over the long term.
Gamification is the application of game-like functions in order to promote awareness, engagement, and conversion. Useful, entertaining, interactive and engaging content in the form of apps, software and games can help you to naturally acquire authoritative links, social signals and engagement signals to help your visibility in search results.
It can also help users through all stages of the sales funnel - from awareness to consideration, and from purchase to retention and advocacy.
Engaging, useful or entertaining interactive content can be used to attract a self-selecting audience at a relatively low cost. Big content allows these users to engage with brands, products and services in a way that encourages engagement and conversion.
Take the Jellyfish Penalty Checker as an example. We’ve provided a free, useful tool for website owners to check their site’s SEO performance against Google’s algorithm updates. If users realize they have been the subject of a penalty they can find out more in our Google Penalty Hub and get in touch to find out more.
We are highly experienced in the development and promotion of digital content to fulfill a broad range of business and marketing objectives. We’ve worked with b2b and consumer brands in a number of different industries including finance, recruitment and travel.