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Content Gathering

Content types

Content types

News comm-entary

MonthlyContent Theme

& Industry Focus

Blogs

News- jacking

Top Tips

Info-graphicNews-

letters

White/ Info-papers

Case Study/

Testimo-nial

PodcastWebinarVideo

New client

PR

Focus of training

News comm-entary

MonthlyContent Theme

& Industry Focus

Blogs

News- jacking

Top Tips

Info-graphicNews-

letters

White/ Info-papers

Case Study/

Testimo-nial

PodcastWebinarVideo

New client

PR

Content types

News commentary

Articles geared around topical news stories or industry developments, using them to promote our expertise and knowledge.

Content types

Content types

Blogs (catch all)

Online diaries

Brand advertising

Guest blogs (e.g. AML)

Thought leadership

Content types

Blogs – Thought Leadership

Thought leadership pieces written by (or on behalf of) experts within GBGroup.

Authorities within a specialised area, leading the discussion.

Content types

Content types

Top tips

• "Top 10" in the title will get clicks

• Easy to read/skim• Readers can jump to

section of the list that interests them

• Complicated topics can be broken down

• Flexible – long/short/illustrated

ID Reg Marketing KPI’s (per year)Top tips

Content types

News hijacking

Injecting your ideas into breaking news stories, as they happen, to generate media coverage.

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

ID Reg Marketing KPI’s (per year)

Sources for content ideas

Sources for content ideas

• News sites (credible)• Telegraph• Guardian• BBC• Huffington Post

• Competitors’ sites (news/blogs/podcasts)• Industry/sector-specific news sites/forums• Social media• Radio – morning shows• Popular culture

Google Alerts

Newsmap.jp

We have a building full of experts

We have a building full of experts

• Talk to people

• Ask them questions, get ideas

• Find out where the industry/sector they deal with is heading

• Find out what issues they are seeing companies struggle to deal with

• What questions are our customers asking?

Sources for content ideas

Listen more. Talk less.

Read less. Read better.

Steal.

Writing content

Writing content

Choose the Right Topic and Tone

Keep it light, keep it entertaining.

The best content answers a question.

Write Great Headlines and Subheadlines

If your headlines fails, your content fails.

A strong, click-worthy headline, optimised for search is essential.

Writing content

Use Images

Readers love images. Your images should tie in with the topic, even if it's a metaphor.

Be Consistent

E.g. if you’re going to hyperlink your subheadlines (such as the names of 10 infographics), do this for all of them.

This will make it easy for readers to know where to go and what to expect from the rest of the copy.

Writing content

Have an Opinion

Even if it's slightly controversial or will provoke debate.

Don't Forget to Edit

Check your grammar and spelling. Check for factual errors. Ask someone you trust to look over your post before publishing.

Mistakes could hurt GBG's reputation, or even cost us clients.

Optimising for search

Title and Description tags

Title tags

The most important factor in SEO. Google uses these to rank pages.

Description tags

Appear in Google search results, as well as some external sites – entice people to read.

Title of article

Title of article

Description (or ‘teaser’) of article

Description (or ‘teaser’) of article

We have a building full of experts

We have a building full of experts

Sources for content ideas

Old methods of SEO are dead

• Stuffing content full of keywords and relying on backlinks alone has been killed off by Google’s Panda updates

New methods of SEO are evolving

• Content and pages need to be optimised for users and readers, not for search engines

• http://www.youtube.com/watch?v=y-ikbTn77LU