From the value of digital content to email marketing relevancy: content marketing trends @BrightonSEO

From the value of digital content to email marketing relevancy: content marketing trends @BrightonSEO

Our favourite digital marketing day out — BrightonSEO — is back with a vengeance; bigger, better and with a new venue to boot.

We’ll introduce you to some of our favourite presentations from the day. We’ll also give you the speakers’ slides to make sure you don’t feel left out. So just sit back, relax and immerse yourself in all things content marketing.

Defining digital marketing value

Answering the question: “How do you put a price on digital content?” is a challenge marketers across the world have
to face.

Simon Bennison, Head of Content Marketing at Caliberi, took on the mantle in the last of BrightonSEO’s morning sessions.

Putting forward a compelling case for the undervaluation of content in the current climate, Simon presented a whole host of statistics that laid the debate bare for all to see.

At present, 37% of the average marketing budget is spent on digital marketing techniques. Of the total figure, just 4% is spent on content marketing, with a further 2% invested in SEO.

22% of the digital marketing total goes towards paid online media, nudging ahead of earned media on 15%. If you invest 22% of your budget into a particular exercise, you would expect this to account for approximately 22% of returns.

Incorrect! Simon’s stats showed that paid media accounts for just 2% of traffic driven via digital marketing methods in the retail sector. Meanwhile, the combination of content marketing and SEO generates 37% of web traffic — more than any other factor.

With the correct strategy in place, content marketing looks like a sure-fire bet to help you maximise your return on investment. While it’s impossible to put an exact figure on the amount you should be spending to maximise the profitability of digital content, it’s almost certain that your business is not spending enough to squeeze the most value out of content marketing.

Check out the slides from Simon Bennison’s presentation here!

Email marketing is still a potent tactic

If email marketing was a person, they’d have been able to read their own obituary — multiple times over. But, this email_marketingBlack Knight’ of business strategy simply refuses to die.

Steve Linney, a digital marketing expert working with Brighton-based agency eMRKTNG, took us through the latest statistics and what they mean for the future of email marketing. The two key takeaways? Email marketing is still comparatively popular and highly profitable.


Steve’s presentation highlighted the fact that 95% of adults currently have an email address, with the majority checking their account at least once per day. For people whose jobs have an online element, these checks could take place 10–20 times per day.

The latest research from MarketingSherpa states that “72% of people prefer to receive promotional content through email, compared to 17% who prefer social channels.” This preference enables email-based campaigns to leverage conversion rates of up to 50%, according to a recent study from eMarketer. Steve’s rule for email campaigns: a campaign that generates conversions at a rate lower than 10% is a failure. However, this would be a great success for a social media or SEO campaign.


Email marketing’s ROI is, quite simply, astonishing. Steve pointed to an assertion made by email marketing agency Campaign Monitor that, “For every £1 spent, email marketing generates £29 in revenue.”

One thing that content marketers are becoming increasingly skilled at is email relevancy. This requires the following factors:

  • Focusing the message on the relevant audience
  • Dispatching the email at the correct time of day
  • Composing compelling subject lines
  • Designing a stylish and enticing email template (prioritising mobile design over desktop)
  • Publishing landing pages with compelling content that converts

By considering all these factors, email marketers can generate an average of 18 times more revenue than with generic, un-targeted broadcast emails (Jupiter Research).

It all makes sense…

Steve also put together an often overlooked argument for the continued success of content marketing.

Those who express an interest in your brand receive your marketing emails. Whether that was through visiting your site and downloading a guide, purchasing a product or signing up to your newsletter, they’ll get one. If you can put together a well-composed campaign with the right kind of content, your audience’s affection for your product or service is only likely to grow.

Steve goes on to explain that, as with everything in content marketing, “The key is to provide content that informs, educates or entertains your audience with only a small emphasis on sales.”

Here are Steve’s slides so you can become a content marketing wizard!

Rinse and reuse your content for a sustainable strategy

Reusing content is hardly a bleeding edge concept. But Paddy Moogan, co-founder of the agency Aira, was able torepurpose offer some top-level insights that will add new tools to your content reuse arsenal.

  • Relevance: The basis for most content is current affairs. However, this can be restrictive if it is too overtly targeted. Paddy used an example of a recent project set around the theme of ‘Proposal Day’. Instead of targeting this term specifically, he came up with a new article title: ‘Where do the most couples get engaged?’. This enabled him to pick up earned coverage relating both to Proposal Day, and the travel section of a major newspaper. The content could also easily be brushed up and sent out again for Valentine’s day. When this piece proved successful, the same data collation model was reused to design an accompanying piece entitled, ‘Where do the most couples get married?’.
  • Sourcing: Paddy said that, to plan content that links to a recurring event, go on to Google News, set the date range for the same time period in the previous year, and look through what’s already been published. Use this method to find out what angles have been covered and which were successful, to enable you to plan an original and evidence-based campaign.
  • Formatting: Once you’ve sourced a compelling idea, you should reformat this content in as many different, relevant ways as possible. Think: blogs, guides, e-books, infographics etc. Paddy also found success when translating successful and broad-reaching content into other languages.

Reusing your content is a must to maximise value. That’s why it pays to stay on top of the latest content reuse methodology. Review the full presentation here.

Thanks for joining us on our exploration of the hottest topics from the latest BrightonSEO conference. If this has got your content marketing taste buds tingling, there are plenty of ways you can find out more. Who knows — we might even see you there next time!