[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearchleeds-get-amazing-content-marketing-results-chelsea-blacker":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":414,"breadcrumbs":415,"reading_minutes":145,"category":422,"head":424},"2017-06-15T20:54:29",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FChelseaBlacker\">Chelsea Blacker\u003C\u002Fa> is the co-founder and managing director of Blueglass, a content marketing agency, and gave a useful talk on content marketing. She spread her and her agency’s way in how they create and outreach content marketing pieces and gave an insight into how to measure the results too!\u003C\u002Fp>\n\u003Cp>She breaks down the process of content marketing into three areas:\u003Cbr \u002F>\n1. The SEO work and planning and execution of the content\u003Cbr \u002F>\n2. The outreach and digital PR of the piece\u003Cbr \u002F>\n3. The measurement of the results and delivering this back to the clients.\u003C\u002Fp>\n\u003Cp>Check out Chelsea’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FBranded3\u002Fsearchleeds-2017-chelsea-blacker-md-and-cofounder-blueglass-how-to-get-amazing-content-marketing-results-and-measure-it\">full slide deck\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"seo-and-execution-of-piece-of-content\">\u003Cspan style=\"font-weight: 400;\">SEO and execution of piece of content\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">1\u002F Understand the marketplace – who’s winning and why?\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Content marketing for the web by Christina\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">2\u002F Find out what keywords people are searching for\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Answer the public is a great tool to use for this and great to present to clients\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">3\u002F Make sure you’re targeting the right keywords – the ones that drive £\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Only use ‘cheap’ etc. if it is completely relevant\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">4\u002F Target personas with content at every step of the journey\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Classic purchase funnel: awareness, consideration, conversion\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">5\u002F Answer your customer’s pain-points and challenges\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">What are the pain-points and how to we create content that matches that? \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">I.e. sell mortgages – for a younger demographic we create sexy, mobile-friendly content, not an ebook\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">6\u002F Create content to make you stand out from the crowd\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Data is what ends up driving press and digital coverage – use resources such as: survey monkey, yougov & Google analytics.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">7\u002F Do you have the best content on the internet for a given search?\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Get the basics sorted onsite first before doing off-page campaigns. Check out airbnb neighbourhoods for an example of some really good content\u002Fa content hub!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">8\u002F Remember to keep customer’s emotions front of mind – if you think content is about YOU, you’re missing the point\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Get people excited in some way about your content by understanding \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"digital-pr-and-outreach\">\u003Cspan style=\"font-weight: 400;\">Digital PR and outreach\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Create content with a data-driven hub\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Focus on specific niche industry sites as well as the national big names\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Push the boundaries with creative content\u003Cbr \u002F>\n\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"how-to-measure-content-marketing-results\">\u003Cspan style=\"font-weight: 400;\">How to measure content marketing results\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Before trying to measure the results of a piece of content it is important to understand and ask the following two questions:\u003Cbr \u002F>\n1. What stage are you at with the piece of content?\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">2. What is the intention of the content?\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>You can create pieces of content to target an audience at different stages of the consumer experience. Chelsea spoke about two of these in a bit more detail:\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cspan style=\"font-weight: 400;\">Early stage: where content is created to generate brand awareness so the success of the content will not be measured by conversion metrics for example, but backlinks to the site or an increase in branded search.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>Consideration: this would be content aimed at people who are already interested in your products or website. In order to track success from these types of content marketing pieces call tracking is crucial! This type of content can include white papers or case studies which are good content ideas for people who are already interested in your products or services and is likely to lead to a conversion.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\"> \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"three-takeaways\">\u003Cspan style=\"font-weight: 400;\">Three takeaways\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Ensure your content matches business goals\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Make sure you’re setting yourself up fairly so you have the right metrics for the campaign\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Make your content so good that people can’t ignore it – creative and authoritative \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n",false,"standard",[10],38,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3172","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","collections-search-leeds",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"SearchLeeds: How to get amazing content marketing results – Chelsea Blacker",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,129],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"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",[111],{"name":112,"image":113},"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":115,"name":116},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":128},"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",[125],{"name":126,"image":127},"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":115,"name":116},{"type_key":20,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"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",[137],{"name":138,"image":139},"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":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":332},"blog-post","light","2022-02-07T16:48:37",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFVlOIOhE-050720211625523808_search-leeds-2017.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":47,"yoast_title":156,"yoast_meta":157,"yoast_json_ld":201,"_links":300,"path":115},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",[],[],[],"Content Marketing Blog | Content Marketing Tips & Advice | Impression",[158,160,163,166,169,172,175,177,179,181,184,187,190,193,195,198],{"property":159,"content":156},"title",{"property":161,"content":162},"description","Keeping up to date with the latest content trends, strategies, and announcements can be difficult. 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