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By Mike Essex
@Koozai_Mike
THE “BORING INDUSTRY”
CONTENT MARKETING BLUEPRINT
WE’RE ADDICTED TO:
“GREAT
CONTENT”
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
“BORING CONTENT”
IS THE
BIGGEST
OPPORTUNITY
IN CONTENT
MARKETING
YET
NO ONE
TALKS ABOUT IT…
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
GREAT CONTENT
ALONE ACHIEVES:
Awareness
WHAT ABOUT THE REST OF
THE BUYING CYCLE?
Loyalty Consideration
Awareness
Service Purchase
Royal Dutch Shell
HSBC
BP
GlaxoSmithKline
British American
Tobacco
SABMiller
Diageo
Rio Tinto Group
BHP Billiton
Standard Chartered
BG Group
AstraZeneca
Xstrata
Unilever
Reckitt Benckiser
Glencore International
National Grid plc
Anglo American plc
Prudential plc
Imperial Tobacco Group
Rolls-Royce Group
Centrica
Royal Bank of Scotland
Compass Group
Associated British Foods
SSE plc
WPP plc
ARM Holdings
BAE Systems
Shire plc
Tullow Oil
CRH plc
Fresnillo plc
Antofagasta
Aviva
Old Mutual
Pearson plc
Legal & General
Wolseley plc
Reed Elsevier
Standard Life
Next plc
Kingfisher plc
Land Securities Group
BIG BRANDS
USE THE WHOLE CYCLE
Royal Dutch Shell
HSBC
BP
GlaxoSmithKline
British American
Tobacco
SABMiller
Diageo
Rio Tinto Group
BHP Billiton
Standard Chartered
BG Group
AstraZeneca
Xstrata
Unilever
Reckitt Benckiser
Glencore International
National Grid plc
Anglo American plc
Prudential plc
Imperial Tobacco Group
Rolls-Royce Group
Centrica
Royal Bank of Scotland
Compass Group
Associated British Foods
SSE plc
WPP plc
ARM Holdings
BAE Systems
Shire plc
Tullow Oil
CRH plc
Fresnillo plc
Antofagasta
Aviva
Old Mutual
Pearson plc
Legal & General
Wolseley plc
Reed Elsevier
Standard Life
Next plc
Kingfisher plc
Land Securities Group
BIG BRANDS
USE THE WHOLE CYCLE
COMPANY
BACKGROUND
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
TECHNICAL
SPECIFICATIONS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
PRESS
RELEASES
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
COMPANY
LOCATIONS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
COMPETITOR
COMPARISONS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
PRODUCT
BENEFITS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
PRODUCT
PERCEPTIONS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
USER
PERCEPTIONS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
BRAND
MANAGEMENT
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
CUSTOMER
AFTERCARE
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
PRODUCT
PAGES
Product pages: This is really nice
http://www.aviva.co.uk/car/?source=GP1P
&entry=114113&CMP=KNL-google-nud-
car&HBX_PK=buy%20car%20insurance_g
oogle_Exact&HBX_OU=50&s_kwcid=TC%
7c15681%7cbuy%20car%20insurance%7c
%7cS%7ce%7c35796113418&gclid=CMzH
1Ky3xL0CFazHtAodTh8AXQ Lots of focus
on what will convert people.
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
ANNUAL
REPORTS
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014
CONTENT
MUST
CONVERT
THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com
REFERENCES 1
http://www.bigstockphoto.com/image-3742372/stock-photo-smoking
http://www.bigstockphoto.com/image-38257927/stock-photo-home-construction-financing
http://www.bigstockphoto.com/image-30247730/stock-photo-server-room-interior
http://www.bigstockphoto.com/image-50927789/stock-photo-business-people-group-on-meeting-and-
presentation-in-bright-modern-office-with-construction-enginee
http://www.jnj.com/about-jnj/jnj-credo
http://www.autographer.com/Product/techspec#techspec
http://www.gene.com/media/press-releases/14347/2013-02-22/fda-approves-genentechs-kadcyla-ado-tras
http://www.glencorexstrata.com/our-business/operations-map/
http://www.gamespot.com/forums/system-wars-314159282/ps4-is-stronger-than-xbox-one-in-every-way-
possibl-29397155/
http://www.ecomagination.com/a-tool-to-help-keep-co2-locked-away
REFERENCES 2
http://www.kotaku.com/why-it-matters-that-ps4-games-are-higher-resolution-th-1475165066/all
http://www.telegraph.co.uk/technology/10647174/Why-PS4-is-beating-Xbox-One-for-now.html
http://www.cinemablend.com/games/PS4-CPU-More-Powerful-Than-Xbox-One-CPU-According-
Benchmark-Test-61203.html
http://www.xbox.com/en-GB/xbox-one/get-more
http://www.gamespot.com/articles/xbox-one-vs-ps4-spec-difference-is-fairly-marginal-microsoft-says/1100-
6417138/
http://www.n4g.com/news/1399058/microsoft-xbox-one-is-the-most-powerful-console
http://www.gimmegimmegames.com/2013/11/microsoft-ps4-isnt-powerful-xbox-one-powerful-connected-
web/
http://www.gengame.net/2013/09/microsoft-responds-to-report-that-ps4-is-50-more-powerful-than-xbox-
one/
http://www.rackspace.co.uk/cloud/servers
REFERENCES 3
http://www.imperial-tobacco.co.uk/
http://www.theguardian.com/society/2013/sep/07/smoothies-fruit-juices-new-health-risk
http://www.chainofgood.co.uk/#/section/does-you-good
http://www.dailymail.co.uk/news/article-2131506/Heineken-launches-probe-new-photo-shows-beer-giant-
sponsored-brutal-dog-fighting-Asia.html
http://www.theheinekencompany.com/notifications/2013/12/dog-fight-mongolia-17-april
http://www.homeappliance.manualsonline.com/manuals/mfg/vax/6135.html
http://support.vax.co.uk/support/quicklinks/guides/
http://www.aviva.co.uk/car/
http://www.annualreport2013.landsecurities.com/
http://www.pinterest.com/generalelectric/
https://vscan.gehealthcare.com/en-emea/vscan-uses-europe
THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com

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The "Boring Industry" Content Marketing Blueprint #BrightonSEO 2014