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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Dublin SEO Summit

28 09 2012

I attended the Dublin SEO Summit last Friday which was organised by e-Celtic.

I was particularly interested in the presentation by Niall Harbison, founder of Simply Zesty. Simply Zesty are pioneers in the use of Social Media and built the business through social media rather than via more traditional means. This made some of Niall’s comment all the more interesting.

Use Google if you want to drive traffic

I was surprised at Niall being so strong in his support of search over social but he pointed out that 75% of traffic to websites comes from Google. This is because when we want to find something we go to Google. We search. We find. We click through. We are comfortable leaving Google once we have the answer. In contrast we are not comfortable leaving Facebook. When we are in Facebook we like to stay in Facebook and do not want to click on external links.

Use social media for brand build

Simply Zesty used social media to build awareness of their brand. They combined blogging with sharing through various social channels to grow the business. This approach works because once a potential customer engages (share, like, follow, etc.) then they are interested and you can draw them in with relevant content.

Social media takes time

Simply Zesty typically have 3 to 4 people working for a day on each blog post. This is the secret to their success. Well researched, well written, relevant content. Many people believe that social media is quick and instant. Simply Zesty show that it is not but it can be very successful.

Email is massively powerful

I couldn’t agree more with this. Email gives you the power to control the message you are sending. It gives you the power to segment your audience. It gives you the power to be relevant and direct. It also gives you great analytics and the ability to react quickly to the insights you receive.