Archives for April 2015

Content Marketing 3: Search Engine Advertising, Video Marketing, Communities

In our last post on content marketing we talked about search engine optimisation, before that we talked white papers and newsletters.  Now we move on to paid advertising,

With paid advertising you can buy your way to the top of the search results – especially with niche or specialist terms, which is good news for publishers, who generally have unique content among their offering.

The first question we’re often asked is, does it work? The answer is yes, it really does and the best way to begin is to:

•    Carry out a simple Google AdWords and LinkedIn campaign (to Groups)
•    Test specific terms and subjects
•    Don’t spend a lot until you analyse your results
•    Make sure the sales funnel is clear – if you want visitors to download a white paper, then make sure they can do this quickly and easily from the landing page.


We can’t discuss content marketing without mentioning YouTube. Videos are an obvious choice for bringing content to life and engaging your audience. With YouTube now the second most highly used search engine, it’s an excellent option for reaching a wide target audience, quickly. And it’s relatively easy to do as all you need (in theory!) is an interviewer, respondent and a video camera. There are lots of ways videos can help to promote your content:

  • Author interviews – as well as publishing the latest research in your journal, why not ask the author to provide a synopsis of the research, the background to how the findings came about, which you can record as a video and post to promote the text-based piece.
  • Customer experience – as well as promoting your content, you can also promote your publishing or editorial processes. This is especially useful for open access publishers, who need to market to potential authors, as much as readers.
  • Conferences also present great opportunities to chart customer experiences by asking customers to take part in a video that talks of their experience with you. The final results – a montage of different interviews – can then be used to promote your collections.


What LinkedIn and Twitter do, when used properly, is allow you to identify communities of people interested in what you do. It’s often easy to overlook the fact that these communities already exist, in purpose built, subject specific forums. If one doesn’t exist for your niche, you can build one, but be aware this is a long term project that takes a lot of commitment.

You can use these communities to make particular content freely available to whet readers’ appetite to learn more about other content you publish in that area.  As with LinkedIn groups, it’s important not to attempt to sell to the groups, but to become a valued member of the community.


Newsletters, white papers, videos, social media, the landscape of content marketing is a busy one, and we'll finish off this series of posts next month with a quick look at evaluating and measuring this activity.

Authors: Duncan Enright, Sara Killingworth