[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-2018-content-marketing-tips-wont-break-bank-kirsty-hulse":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":358,"breadcrumbs":359,"reading_minutes":85,"category":366,"head":368},"2018-06-14T12:42:45",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FKirsty_Hulse?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\">Kirsty Hulse\u003C\u002Fa> is the founder and MD of Manyminds.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3862 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FVPDnfwvl-WhatsApp-Image-2018-06-14-at-11.58.19.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"774\" \u002F>\u003C\u002Fp>\n\u003Cp>She is talking today about content marketing tips that won’t break the bank (or you spirit).\u003C\u002Fp>\n\u003Cp>She starts by sharing a secret: she found selling content marketing very easy for the first 2 years, but it’s been harder over the last 6 months.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Why? \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Is it because people are asking why can’t the PR team do it?\u003C\u002Fp>\n\u003Cp>She took it to Twitter, and she asked if the industry are also finding things harder. 70% of people agreed – it is getting harder.\u003C\u002Fp>\n\u003Cp>She also asked, which current ranking factor is depreciating in value? 70% said links. This isn’t new, we know that. This isn’t too problematic, we change and we evolve as tech is always changing. We just have to change with the industry – and we have to keep asking: what’s next?\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>What is next then? Brands.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Any small startup can have a strong brand value. We’re already building brands with our content marketing efforts – we’re already doing that, she says.  The difficulty is: there’s already people that build brands and we need to start working alongside these.\u003C\u002Fp>\n\u003Cp>We need to do the following:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>diversify our objectives\u003C\u002Fli>\n\u003Cli>pimp our data\u003C\u002Fli>\n\u003Cli>become brand experts\u003C\u002Fli>\n\u003Cli>nail creative execution\u003C\u002Fli>\n\u003Cli>become business consultants\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>We’ve already started doing this slightly as an industry, she says. We sit strongly within the SEO space, with link revenue. But not enough. She asked her Twitter audience the following:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3863 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F8piX1LxG-WhatsApp-Image-2018-06-14-at-11.58.17-1.jpeg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>On this then, the three things she’s going to focus on during this talk are:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Ideas are everything\u003C\u002Fli>\n\u003Cli>Volume is imperative\u003C\u002Fli>\n\u003Cli>Create assets cheaply\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"step-one-ideas-not-assets-are-everything\">Step one: Ideas, not assets are everything\u003C\u002Fh2>\n\u003Cp>She uses the example of Greggs, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.independent.co.uk\u002Flife-style\u002Ffood-and-drink\u002Fgreggs-valentines-day-2018-candle-lit-dinners-romantic-couples-a8182996.html\">sit down candlelit dinner for Valentines day. \u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>The campaign got wall to wall coverage. The important thing to remember here is that Greggs is not a transactional website as they are not an online business at all. In fact, all the links from this were pointing towards OpenTable – and no one redirected any of them. Seems madness, but it was all for Greggs brand rather than SEO benefit.\u003C\u002Fp>\n\u003Cp>Similarly, she mentions the Poundland stunt, which my colleague Rebecca has \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F2018-year-bold-pr-campaigns\u002F\">covered in this blog post in the past.\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>Another stunt was when Kodak pulled \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2017\u002F03\u002F30\u002Fkodak-pulls-mobile-wiping-stunt-unknowing-londoners\">a mobile wiping stunt on unknowing Londoners\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>The one thing that these have in common is that these are ‘brand stories’. The point she’s trying to get across is that none of these relied on execution, or a big data set. We should in fact start thinking about brand stories.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Don’t be afraid to know a brand and lead with it\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>The most important thing within this is to know your brand – there are four thing to remember here:\u003C\u002Fp>\n\u003Col>\n\u003Cli>What are the 3 core objectives?\u003C\u002Fli>\n\u003Cli>What is value proposition?\u003C\u002Fli>\n\u003Cli>What is the USP?\u003C\u002Fli>\n\u003Cli>What is the consistent message?\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>She made a template for this, she said you should drop her a quick email her if you would like it.\u003C\u002Fp>\n\u003Ch2 id=\"step-two-volume-is-imperative\">Step two: Volume is imperative\u003C\u002Fh2>\n\u003Cp>But what if you brand is a bit sh*t, she says? It doesn’t matter.\u003C\u002Fp>\n\u003Cp>She asked the audience who had experienced a huge campaign fail, and about 40% of people in the audience said that they’ve had a massive campaign flop during their time in marketing. She explains how she has as well. The idea and execution was her favourite that she’s ever done, says Kirsty. However, because of something out of her control, a London terror attack, a London campaign flopped a day before the campaign launched.\u003C\u002Fp>\n\u003Cp>The difficulty here is she had already built up the client’s expectations.\u003C\u002Fp>\n\u003Cp>The primary way to mitigate this is by not putting all out eggs in one basket. She formats her campaigns like this:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3864 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FMjljEw0o-WhatsApp-Image-2018-06-14-at-13.38.30.jpeg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"step-three-create-assets-cheaply\">Step three: create assets cheaply\u003C\u002Fh2>\n\u003Cp>In order to do this, she says, we need to create ideas very cheaply.\u003C\u002Fp>\n\u003Cp>A few tips on how to do this (which equal instant link collateral):\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Entrepreneur stories and interviews\u003C\u002Fli>\n\u003Cli>Product launch\u003C\u002Fli>\n\u003Cli>Business news\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cblockquote>\u003Cp>You do not need to spend a lot to create engaging content\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Finally, she gives an example of one of her clients, a data centres client – very dry she says. They took the most stunning images of data centres across the world and they received a lot of high level links and 20% increase traffic. But how did they do this so cheaply? Through a variation of tools:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>She used \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdesignmodo.com\u002F\">designmodo\u003C\u002Fa> to create high quality content very cheaply\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foutgrow.co\u002F\">Outgrow\u003C\u002Fa> – makes quizzes embedded into your site\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftimeline.knightlab.com\u002F\">Timeline\u003C\u002Fa> – create easy timelines – free to use and opensource\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If you remember and integrate these three things within your content marketing, you’ll be able to ensure you can come up with engaging content which does the job but does not break the bank.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3865 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FV2AE4s4l-WhatsApp-Image-2018-06-14-at-11.58.17.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"774\" \u002F>\u003C\u002Fp>\n",false,"standard",[10],38,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27,28],"post-3861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","collections-search-leeds",{"page_content_modules":30,"hero":81},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Search Leeds 2018 – Content marketing tips that won’t break the bank – Kirsty Hulse",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,57,69],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":54},"Content repurposing with Rejoice","\u003Cp>This blog post was contributed by Rejoice Ojiaku, the SEO Manager at Incubeta NMPi and Co-Founder of B-Digital UK. Content repurposing is taking content that already exists on a site and tweaking it to improve its performance, or help it target a different angle to its original focus. Many pieces of content can be repurposed […]\u003C\u002Fp>\n","\u002Fblog\u002Fcontent-repurposing-with-rejoice\u002F","2022-02-07T16:48:11",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[51],{"name":52,"image":53},"Charlie Norledge","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":21,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":62,"image":63,"authors":64,"category":68},"BrightonSEO: Our Round Up from March 2021","\u003Cp>BrightonSEO has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the COVID-19 pandemic and a group of the Impression team attended a variety of talks. We discussed the ones we watched and what we learnt from them. About brightonSEO BrightonSEO is […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-round-up-march-2021\u002F","2022-02-07T16:48:13",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXPbVnswB-050720211625502801_chris-montgomery-smgTvepind4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[65],{"name":66,"image":67},"Luke Davis","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type_key":21,"title":70,"excerpt":71,"to":72,"postedAt":73,"readingTime":74,"image":75,"authors":76,"category":80},"What Is Push-Pull Marketing?","\u003Cp>In its basic form, push marketing means that you are directly marketing to the customer, by ‘pushing’ your content out to the public. On the other hand, pull marketing focuses on ‘pulling’ traffic to your website or social media pages. There are suitable times to use both strategies and they can also be used together […]\u003C\u002Fp>\n","\u002Fblog\u002Fpush-pull-marketing\u002F","2026-02-27T10:55:09",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625502888_pexels-cottonbro-5029054-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[77],{"name":78,"image":79},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":55,"name":56},{"type":82,"style":83,"heading":34,"date":4,"updatedAt":84,"reading_minutes":85,"image":86,"imageAlt":34,"categories":87,"collections":275},"blog-post","light","2022-02-07T16:48:29",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0Gy7OmBK-050720211625519362_WhatsApp-Image-2018-06-14-at-11.58.19.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[88],{"id":10,"count":89,"description":90,"link":55,"name":56,"slug":91,"taxonomy":92,"parent":93,"meta":94,"acf":95,"head_links":96,"resource_count":93,"yoast_title":97,"yoast_meta":98,"yoast_json_ld":143,"_links":243,"path":55},37,"\u003Cp class=\"p1\">Looking for the latest news in the world of content marketing? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fcontent-marketing\u002F\">Content Marketing services\u003C\u002Fa>, or browse our latest tips, advice and opinions below. If you’re interested, why not check out our case studies too?\u003C\u002Fp>","content","category",0,[],[],[],"Content Marketing Blog | Content Marketing Tips & Advice | Impression",[99,101,104,107,110,113,116,118,120,122,125,128,131,134,137,140],{"property":100,"content":97},"title",{"property":102,"content":103},"description","Keeping up to date with the latest content trends, strategies, and announcements can be difficult. 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