Content connection method for content marketing

Content Connection Method for Content MarketingThe Content Connection Method is used to connect topics to brands/products from a consumer/company point of view.

Both from the standpoint of emotional and rational relation.

Developed at the SMFB Engine office in Oslo, this simple approached can be used to create content pillars and understand if the product/brand has emotional and/or rational content weaknesses.

Content marketing is about the bottom line of driving profitable customer action

What does it take to be visible and persuasive at the crucial moment a consumer needs to find your brand? This is big question and there are so many views on this and what content marketing really is. With an SEO background I always understood the value of content “Content is King” – But I have also understood that there are many layers to it and the usage. Read more »

#RIMC15 looking really good

RIMC 2014 infographicReykjavik Internet Marketing Conference or RIMC is again attracting international speakers. These includes industry experts such as Alex Moss, Michael Bonfils and Bas van den Beld to mention few. The conference will also host some great brands from both sides of the table when it comes to digital marketing these include Unruly, SMFB Engine, Untold Agency, Vendemore, Microsoft and Google, uSwitch and more. As before, this years conference is highly recommended for any business persons, corporate or small enterprises, engaged with digital marketing, including social media, content marketing, branding on the web, SEO and online advertising.

Last week Linkdex published an e-book, SEO Now 2015

SEO Now 2015SEO Now 2015 is a follow up on the e-book from 2014 and this year our own Kristján Már Hauksson is one of the authors. SEO Now 2015 features commentary from 25 prominent figures, including Eric Enge, Julie Joyce, Mike Grehan, Bill Hunt and Bill Slawski, plus brands including AOL, Expedia, The Home Depot, and TD Bank Group. The eVersion (175 page eBook) of SEO Now 2015 can be downloaded for free at the Linkdex site.

So what is SEO now, in 2015? Why is organic search still so important? What does it take to be visible and be there when people need to find your brand?

It’s time for the tourism industry to go green

Dear TripAdvisorThe power of digital: I recently saw an article on Icenews titled “Hotel sustainability TripAdvisor rating being pushed by Norwegian ecotourism campaign” and it got me thinking about the power that TripAdvisor actually has on environmental issues. (Update TripAdvisor seems to have come back and answered Icenews). Anyway, here are my thoughts:

With more and more of us flying across the globe to bask in the sun on some tropical beach, or take selfies in front of the Eiffel tower the burden on the environment from the tourist industry is becoming too much to ignore. We all like a holiday in luxury hotel don’t we, but at what cost? And how can we be responsible travellers, committed to minimising our carbon footprint? Read more »

Bing Ads updates their Terms and Conditions

Bing AdsBing Ads just updated their Terms and Conditions, the updates are effective starting today.

Here’s a summary of the changes and some additional information on why Bing made these changes:

1. Better access to new Bing Ads offerings: Bing Ads are making it easier for their users to take advantage of new Bing Ads features and services. They may identify features that will be automatically added to an account to help improve performance. You may be able to opt out of certain features, while others will become an integral part of their platform.

2. Reach more of Microsoft’s audience: Ads may be included in additional new or current Microsoft offerings.

3. Consolidated billing and payment: Bing Ads is streamlining payment and billing by updating terms so they can bill for various services under a single, convenient agreement. The way you pay and are billed will not change, and current users don’t need to take any action.

4. Management of your account: Bing has made it clearer that account management may be transferred between Microsoft and Yahoo so they can provide their users with the service best suited to their account. Transfers may be based on several factors, such as the amount of advertising bought each month.

If you want to know more about Bing Ads Terms and Conditions in full by signing in to Bing Ads.

 

Interesting Stats about Twitter usage at the 2014 Reykjavik Internet Marketing Conference

 

According to a real time analysis run by Blurrt during #RIMC14 99% of the close to 500 Tweets and Re-Tweets that happened during the Reykjavik Internet Marketing Conference were positive or neutral. Woman did more Tweets and the most engagement happened between 11:00 and 12:00 and 13:00 and 14:00. See more by clicking on the below infographic. Read more »

European Search Personality of the year 2014 – Kristjan Mar Hauksson

Kristjan Mar Hauksson European Search Awards Personality 2014

SMFB Engine might not have won the Grand Prix for “Best use of social with Search” at the European Search Awards held in Reykjavik Iceland last Friday, but the team did not go home empty handed as their COO Kristjan Mar Hauksson won the European Search Personality price, this is a recognition of a talented and inspiring practitioner who has revolutionized the European search industry. Kristjan Mar who also owns Nordic eMarketing gave a rousing speech were he likened his fellow Internet marketeers to digital pioneers, today’s miniature Gutenbergs as in his words “We are inventing this new wonderful new industry called Internet Marketing and we all play a role”.

YouTube: The Viral Perspective

Speaker:

Matthias
Content creator
YouTube
Matthias creates content for Google funded super-channels, his own successful channel, and specializes in integrating branding into his products. He was one of the first content creators on the new DreamWorks owned AwesomenessTV YouTube super-channel. His content has received millions of views on the AwesomenessTV channel and is regularly aired on Nickelodeon television. He was an agent for the 2013 Ford Fiesta marketing promotion, the “Fiesta Movement” and won ‘Best Cinematography’ for his Fiesta brand integrated commercial. Ford uses his content regularly in advertising across the web. Since starting YouTube content creation less than two years ago, he has garnered over 30 million collective views across youtube with over 140,000 subscribers.


Looking back 20 years, someone like John MacClane (Die Hard) connected with viewers because he was an average Joe being the hero. This is exactly what YouTube is, for everyone. YouTubers are real people – accessible and likable. Advertising is also much cheaper – not just PPC based ads but connecting to YouTubers to advertise within their own videos. These costs are so much lower than something such as TV.

YouTube is often looked at as unmanageable. It moves much faster than any other visual medium. Not enough companies see the company-consumer relationship within a YouTube video by a trusted YouTuber. As well as this, these YouTubers have a massive social presence on other networks such as Twitter, Facebook, Vimeo and Google+. Ads integrarted into videos are much more influencial, such as Ford:

Fiestas were given to 100 influencial YouTubers in order to make content and it really worked. YouTubers are also the best collaborators. These videos can then be used in paid ads without additional production costs. Here’s another for the launch of the iPhone 5S, including an interview with Lorem Ipsum:

There’s a lot of content but most of it sucks. The video above took 4 days and 0 budget and has now attracted 5.5m views. Spend more time on writing the content rather than producing it. There’s always going to be anomalies such as Harlem Shake and Gangnam Style – but they were extremely engaging. It created remixes and more content was produced off the back of it – which is extremely powerful. Unless you push it it’s going to fall flat on its face.

The reason why hesitation is bad news is relevancy. Timing is everything and someone WILL beat you to it.

Roland: Developing Personas – B2C in a B2B World

Speaker:

Russell Morgan O’Sullivan
Digital Marketing Manager
Roland UK
Russell is Digital Marketing Manager for Roland UK and has over 13 years of experience within digital and online roles. As Content Strategist within one of the UK’s largest insurance comparison sites, he spearheaded both content delivery and SEO strategies within an aggressively focussed market and since moved on to work across varied FMCG companies. In the last 18 months he has joined Roland UK, (manufacturer of musical instruments) where he has developed a 3 year marketing strategy, become part of Roland’s Global Web Strategy Committee and launched a new website that is 100% customer focused.


Roland is actually a B2B company, yet their interaction has to be B2C. They had to build personas in order to reach the customer directly. Roland has 450+ products – if something can make music they’ll make it. They’re the biggest seller of electronic drumkits in the UK.

User testing is great, but extremely frustrating. Some users require the most simple of tasks but really opened their eyes on how to improve the site.

“Innovation distinguishes between a leader and a follower” – Steve Jobs.

Note: much detail is in Russell’s slides which will be available soon