[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Ftuning-content-marketing-secwed-secwed":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":385,"breadcrumbs":386,"reading_minutes":202,"category":394,"head":396},"2015-03-12T09:57:44",{"rendered":6},"\u003Cp>\u003Ciframe loading=\"lazy\" style=\"max-width: 100%;\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002F10J24aRoj6cPJ0NjHASnOPK_RrqlG33k-XSLvmbQKs5U\u002Fembed?start=false&loop=false&delayms=3000\" width=\"960\" height=\"569\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>Content marketing is a popular topic amongst marketers. But what does it really \u003Cem>mean\u003C\u002Fem> and how can businesses make the most of the opportunities it provides?\u003C\u002Fp>\n\u003Cp>We work with a wide range of clients in different sectors and with different goals, implementing content marketing campaigns which are not only creative, they achieve real results for the businesses. I explained our process, with examples and tips for making more of content marketing, at Nottingham digital event Second Wednesday. You can view the slides above.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-content-marketing\">What is Content Marketing?\u003C\u002Fh2>\n\u003Cp>Before we start looking at the \u003Cem>how\u003C\u002Fem>, we need to first understand the \u003Cem>what\u003C\u002Fem>. Content marketing has evolved dramatically in recent years, with Google updates in particular driving a move toward more creative concepts and better experiences for the end user.\u003C\u002Fp>\n\u003Cp>The slides above include a \u003Ca title=\"Content Matrix\" href=\"http:\u002F\u002Fwww.smartinsights.com\u002Fcontent-management\u002Fcontent-marketing-strategy\u002Fthe-content-marketing-matrix-new-infographic\u002Fattachment\u002Fcontent-matrix\u002F\" target=\"_blank\" rel=\"noopener\">content matrix graphic \u003C\u002Fa>from Dave Chaffey at Smart Insights, which outlines the wide range of content types available to marketers today. Essentially, the scope of content marketing is huge; from infographics to blog posts to interactive graphics to audio to mobile apps, any great piece of content can form the foundations of a successful content marketing campaign.\u003C\u002Fp>\n\u003Ch2 id=\"examples-of-great-content-marketing\">Examples of Great Content Marketing\u003C\u002Fh2>\n\u003Cp>I referred to a number of great content marketing examples in the slides above. These are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca title=\"Movement of Data\" href=\"http:\u002F\u002Fwww.akita.co.uk\u002Fmovement-of-data\u002F\" target=\"_blank\" rel=\"noopener\">Movement of Data – Akita\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"History of Interior Design\" href=\"https:\u002F\u002Fwww.harveywatersofteners.co.uk\u002Fhistory-interior-design\" target=\"_blank\" rel=\"noopener\">History of Interior Design – Harvey\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Consumers Guide to Water Softerning\" href=\"https:\u002F\u002Fwww.harveywatersofteners.co.uk\u002Fwater-softening-consumers-guide\" target=\"_blank\" rel=\"noopener\">A Consumer’s Guide – Harvey\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Small Business Guides\" href=\"https:\u002F\u002Fwww.xero.com\u002Fuk\u002Fsmall-business-guides\u002F\" target=\"_blank\" rel=\"noopener\">Small Business Guides – Xero\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Sit or Squat\" href=\"https:\u002F\u002Fwww.sitorsquat.com\u002F\" target=\"_blank\" rel=\"noopener\">Sit or Squat – Charmin\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca title=\"Economic Impact\" href=\"https:\u002F\u002Fwww.airbnb.com\u002Feconomic-impact\u002F\" target=\"_blank\" rel=\"noopener\">Economic Impact – Airbnb\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"why-invest-in-content-marketing\">Why Invest in Content Marketing?\u003C\u002Fh2>\n\u003Cp>As with all digital marketing, an investment is content is not well spent unless there is good reason to do so. In my presentation, I covered a number of key benefits businesses can derive from an investment in quality content marketing:\u003C\u002Fp>\n\u003Ch3 id=\"search-benefits\">Search Benefits\u003C\u002Fh3>\n\u003Cp>As Google’s algorithms continue to develop in line with their ongoing mission to better organise the world’s information, so too does their attention to quality content. Google recognises that today’s web user is looking for valuable, useful, informative or entertaining content when they search online and those brands which deliver that content will win out in the search results.\u003C\u002Fp>\n\u003Cp>Consider also Google’s recent developments in image understanding, whereby it can now recognise and therefore index images as we see them. The same is sure to be true of video in coming months so investing in \u003Cem>rich media\u003C\u002Fem> such as graphics, images and videos will reap rewards for brands in 2015.\u003C\u002Fp>\n\u003Ch3 id=\"brand-awareness\">Brand Awareness\u003C\u002Fh3>\n\u003Cp>In a marketplace where everyone is vying for the attention of the audience, it can be difficult to stand out. A benefit of great content marketing is its ability to represent your brand and its messages in a way that hasn’t been done before, exploring relevant topics or raising questions or challenges that truly engage the audience.\u003C\u002Fp>\n\u003Cp>Brands which invest in great content will be better placed to communicate their messages and position themselves as leaders in their field.\u003C\u002Fp>\n\u003Ch3 id=\"metric-benefits\">Metric Benefits\u003C\u002Fh3>\n\u003Cp>Of course, there are clear, tangible metric benefits to content marketing too. From traffic increases to web links and features to social mentions, there are measurable benefits to be had for those businesses that invest wisely too.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-get-it-right-in-your-business\">How to Get It Right in Your Business\u003C\u002Fh2>\n\u003Cp>In my presentation, I gave my tips for businesses investing in content marketing:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Have a clear plan\u003C\u002Fli>\n\u003Cli>Beware of information overload\u003C\u002Fli>\n\u003Cli>Choose your medium\u003C\u002Fli>\n\u003Cli>Promote effectively\u003C\u002Fli>\n\u003Cli>Analyse, refine, innovate\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch3 id=\"get-your-copy\">Get Your Copy\u003C\u002Fh3>\n\u003Cp>If you’d like to get your own copy of the slides in a PDF format, get in touch with us on \u003Ca href=\"mailto:hello@impression.co.uk\" target=\"_blank\" rel=\"noopener\">hello@impression.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"book-a-speaker-for-your-event\">Book a Speaker for Your Event\u003C\u002Fh2>\n\u003Cp>We regularly speak at industry events on topics including content marketing, SEO, PPC, digital PR and online marketing strategy. To book me or my colleagues for your next event, email \u003Ca href=\"mailto:hello@impression.co.uk\" target=\"_blank\" rel=\"noopener\">hello@impression.co.uk\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>Thanks again to everyone who joined me at Second Wednesday and see you at the next meet-up!\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n",false,"standard",[10],38,[],[13],108,[15,16,17,18,19,20,21],"post-2379","post","type-post","status-publish","format-standard","hentry","category-content",{"page_content_modules":23,"hero":198},[24,153],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Tuning Up Your Content Marketing @SecWed #SecWed",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":37,"specialist_service_links":38,"photo":97},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[39,56,68,78,88],{"page":40,"link_text":44},{"ID":13,"post_author":41,"post_date":42,"post_date_gmt":42,"post_content":43,"post_title":44,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":47,"to_ping":43,"pinged":43,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":43,"post_parent":49,"guid":50,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":55},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":57,"link_text":67},{"ID":58,"post_author":59,"post_date":60,"post_date_gmt":60,"post_content":43,"post_title":61,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":62,"to_ping":43,"pinged":43,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":43,"post_parent":64,"guid":65,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":66},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2025-03-13 14:47:54",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":69,"link_text":72},{"ID":70,"post_author":41,"post_date":71,"post_date_gmt":71,"post_content":43,"post_title":72,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":73,"to_ping":43,"pinged":43,"post_modified":74,"post_modified_gmt":74,"post_content_filtered":43,"post_parent":75,"guid":76,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":77},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":79,"link_text":87},{"ID":80,"post_author":41,"post_date":81,"post_date_gmt":81,"post_content":43,"post_title":82,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":83,"to_ping":43,"pinged":43,"post_modified":84,"post_modified_gmt":84,"post_content_filtered":43,"post_parent":51,"guid":85,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":86},374,"2021-01-11 16:25:32","Analytics","analytics","2026-08-25 10:02:52","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":89,"link_text":92},{"ID":90,"post_author":41,"post_date":91,"post_date_gmt":91,"post_content":43,"post_title":92,"post_excerpt":43,"post_status":45,"comment_status":46,"ping_status":46,"post_password":43,"post_name":93,"to_ping":43,"pinged":43,"post_modified":94,"post_modified_gmt":94,"post_content_filtered":43,"post_parent":51,"guid":95,"menu_order":51,"post_type":52,"post_mime_type":43,"comment_count":53,"filter":54,"url_path":96},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":98,"id":98,"title":99,"filename":100,"filesize":101,"url":102,"link":103,"alt":43,"author":104,"description":43,"caption":43,"name":105,"status":106,"uploaded_to":51,"date":107,"modified":107,"menu_order":51,"mime_type":108,"type":109,"subtype":110,"icon":111,"width":112,"height":113,"sizes":114},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 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more posts","See all articles","\u002Fblog\u002F",[160,174,186],{"type_key":16,"title":161,"excerpt":162,"to":163,"postedAt":164,"readingTime":165,"image":166,"authors":167,"category":171},"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",[168],{"name":169,"image":170},"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":172,"name":173},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":16,"title":175,"excerpt":176,"to":177,"postedAt":178,"readingTime":179,"image":180,"authors":181,"category":185},"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",[182],{"name":183,"image":184},"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":172,"name":173},{"type_key":16,"title":187,"excerpt":188,"to":189,"postedAt":190,"readingTime":191,"image":192,"authors":193,"category":197},"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",[194],{"name":195,"image":196},"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":172,"name":173},{"type":199,"style":200,"heading":27,"date":4,"updatedAt":201,"reading_minutes":202,"image":43,"imageAlt":27,"categories":203,"collections":384},"blog-post","light","2022-02-07T16:48:45",3,[204],{"id":10,"count":205,"description":206,"link":172,"name":173,"slug":207,"taxonomy":208,"parent":51,"meta":209,"acf":210,"head_links":211,"resource_count":51,"yoast_title":212,"yoast_meta":213,"yoast_json_ld":258,"_links":356,"path":172},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",[214,216,219,222,225,228,231,233,235,237,240,243,246,249,252,255],{"property":215,"content":212},"title",{"property":217,"content":218},"description","Keeping up to date with the latest content trends, strategies, and announcements can be difficult. 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