John Buchan (@jonbuchan) the founder from Render Positive gave a very interesting and a little mysterious lecture about the way Render Positive is doing #ContentMarketing for their clients. I think it is inspiring…. Below the movie and the slides with the summary.

The the slides of the in the movie


I want to show you

  1. Why ContentMarketing rocks
  2. The principles of succes
  3. The process of success



The new SEO
Technical SEO is vitally still very important.

However, to make long term, incremental and downright impressive gains in organic search visible, targeted traffic and conversions = you need to acquire genuine, editorially granted links from real journalists.



The benefits

  • Generation of increased strong positive brand affinity as people enjoy engaging with outstanding content.
  • You provide consumers to actuality the want to follow your social media profiles – meaning more engaging fans / followers.
  • You can increase your opt-in mailing list database significantly
  • Acquisition of digital PR coverage in a diverse marge of authorizing users
  • Acquisition of high authority links. Delivering traffic directly and improving your Google positioning for your targeted search terms – increasing your organic traffic substantially
  • Acquisition of more voluntary social media sharing of your outstanding content and your brand
  • Position your business as intuitive marketers and as a result people perceive your entire business as dynamic, smart and interactive


Screenshot_2015-11-29-17-54-12 Building links to benefit your domain. Creating great content that journalists will link to. even if it’s not strictly concerning your product, will benefit your whole website.



Shareworthy content

We need to create content that has mas market appeal. The more people that share your content, the more of your target audience we get in the front of it.


Stand out, slide 1


Stand out, slide 2


See previous 3 slides.
Stand out Consumers are bombarded with content just like they are with advertisements. The brain recognises patterns, and just like we don’t remember dab adverts, content that isn’t unique and interesting, entertaining, controversial, humorous or useful will not get clicks, shares, PR or links.


What doesn’t work?

Ads pretending to be infographics
What doesn’t work? Very niche stories: an audience that is interesting in stories about sofa’s.



What works?

  • Monitor the news cycle
  • Make difficult topics easy to digest
  • Optimise headlines for emotion
  • Innovate visually
  • Make data exiting and create a story
  • Prove someone points
  • Pick a continuous issue
  • Have a spectacular price
  • Appeal to the majority
  • Use persuasion science
  • Premarket your ideas


Interview entertaining experts in your field. Show you can hold your own with them.


Content Auditing (where the process begins)




  • Give people 1 week to prepare. Send subject area and goals of the campaign in advance
  • Send the content audit to people so people can see what is working in your market
  • Get a whiteboard
  • Anything goes
  • Need subject matter experts involved
  • Look at what has worked in other sectors, could you do something similar?
  • Narrow down the ideas after the meeting
  • These ideas mean absolutely nothing yet. Just because the agency and the client love them is irrelevant!


  • Optimize for key terms if search positioning is the goal
  • Use the ‘curiosity gap’
  • Tuns of more that can be done here….

Influencer research

  • Google
  • Blogrolls
  • Pintrest
  • Twitter
  • FollowerWonk
  • Competitor analysis
  • Databases E.g. Agility from PRNewsWire

Prioritization influencers

  • Level of comments on blogs posts
  • Domain authority
  • Social media following
  • Readership figures

6 elements of the science of persuasion (see also my blogpost 3 tips to move AdWords budget to Content Marketing inspired by Cialdini #yvlcm #yvltr)

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

Getting noticed

Use the science of Persuasion in your email copy Premarket ideas. Create sketches not full projects Be genuine, show actually know what the journalist or blogger writes about Use social media to develop relationships Follow up on the phone! For digital publications don’s send press releases anymore. Print pres still use them.



Paid social seeding



Developing a content strategy

The content strategy doesn’t need to cast iron. It is subject to change based on what works, events that happen in the real world and new ideas that come up in the fun brainstorms you will have regularly.


Main pointers

  • Perform a sector content audit using the Google sheet (probably this one) on the Render Positive blog
  • Great Content doesn’t need to be visually beautiful and interactive, but that does give you an advantage
  • Our rules of thumb work for ideas but there will be others
  • Use persuasion science in your emails to busy journalists and bloggers or anyone you want to reach, actually respond and respond positively to your messages.
  • Write at least 25 headlines per content piece and decide on the best
  • Premarket all ideas to key journalists and bloggers. If they think it is not a good idea , you are not going to get mass coverage you need.
  • Use paid social to target the fans of competitors, complementary businesses but also relevant blogs, newspapers, and magazines. Offering spectacular content is far less intrusive than an advertisement

And I would say, please try it at home and share the experiences!!

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