Content marketing is easy?

12 10 2012

I attended the Digital Thursday event organised by the Marketing Institute of Ireland last night. The speaker was Nick Biggam, Commercial Director of AIB Merchant Services. Nick and his team provide the technology behind electronic payments whether that is using your credit/debit card in-store, purchasing over the phone or buying online.

Nick outlined how they have grown their business through content marketing and SEO using a new website to position themselves as industry experts. I wrote a guest blog post on the event for the Marketing Institute which gives more detail but what struck me most was how much time Nick and his team invest in this content driven approach to marketing. What they do is:

  1. Write 3 to 6 independent, non-biased articles a week to showcase their expertise. This is done using a team of independent journalists as well as articles supplied by other industry players
  2. Serious SEO work involving 141 key words of which they rank first for 90
  3. Backlinks to the AIBMS website for additional information
  4. Sharing content via LinkedIn and Twitter
  5. Monthly email

That’s a lot of ongoing work!

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