B3 Seminar: Content Marketing that drives SEO performance

B3 Seminar: Content Marketing that drives SEO performance
Event on 2015-04-30 13:30:00


Content Marketing is one of the top priorities for marketers going into 2015; but what results does it actually deliver? We’re holding a half-day seminar at The Soho Hotel in London to demonstrate what a successful content marketing strategy looks like and how it drives SEO rankings and visibility.

Our expert talks will cover all of the elements marketers should consider when implementing a content marketing strategy; including how to understand your audience, why a creative process is important and what promotional tools you can use to create a strategy which directly drives revenue.

What’s on?

13:30 – 13:45: Registration

13:45 – 14:00: Introduction with David Crawford, Managing Director

14:00 – 14:20: Steve Kenwright, Head of Search – What is Google thinking?

Google uses more than 200 factors to rank a website, but what these factors are and what weight they carry changes all the time. We always say “don’t chase the algorithm”, but the algorithm is changing to mimic user behaviour. We’ll take a look at what’s more important, what’s less important, and what’s probably going to be important next.

14:20 – 14:40: Alan Ng, Head of Insights – Capture your audience – Is your site working for them?

Your customer experience on your site is the key to building long term affinity, advocacy and maximising conversions. But how do you go about measuring, targeting and refine the experience for your customer? Make the most of the strategies, tools and data available to draw actionable insights and maximise your customer lifetime value.

14:40 – 15:00: Andrew Machin, Creative Director – Creative Content: Strategies that drive real engagement, not just shares

Taking new and innovative ideas and acting on them to create imaginative and engaging content marketing is a great way to achieve real cut-through and fuel social conversation. But what makes a great idea? And how do you go about realising the idea into your content strategy? Creative Director Andrew Machin guides us on how to conceive ideas for unforgettable content strategy and campaigns.

15:00 – 15:30: Tea, coffee and canapés

15:30 – 15:50: Steve Shaw, Digital Director – How CMS platforms are the foundation to shaping your content marketing strategy

Empower your marketers and content publishers with the toolset to deliver effective content marketing strategies by understanding the capabilities of your CMS platform and what you should look for when trying to shape the customer experience.

15:50 – 16:10: Laura Crimmons, Head of PR & Social – All eyes on me: how to get your content seen

It is not simply enough to produce a good piece of content or a good campaign, the key is getting that content in front of your target audience to see the value. Laura will take you through some of the strategies and tools that can be used to maximise content visibility and consumption amongst your target audience and how to accurately attribute value to this.

16:10 – 16:20: Break

16:20 – 16:40: Tim Grice, Director of Search – Show me what I’m looking for, not what I searched for

Content has always been the key to rankings, but only when accompanied by links. However, things have changed and the key to strong rankings is in a website's ability to give the user what they are looking for. To do this, we have to use keywords as a vehicle to purpose or intention and the pages we optimise need to be based on that intention. As we begin to understand the intention behind the search and implement changes in content and user journey, our rankings and overall visibility will improve. 

16:40 – 17:00: Patrick Altoft, Director of Strategy – Amazon is the new Google
Twice as many users start their search on Amazon than Google, what can retailers do about it?

17:00 – 19:00: Close & Drinks

Who should attend?

If you’re an in-house marketer who wants to learn about successful content marketing strategies and take actionable insights away with you, this is the event for you.

Attend if you’d like to:


  • Gain tips on how to plan and execute future marketing campaign
  • Learn how to engage and grow your audience
  • Create strategies targeted for your audience and Google
  • See examples of successful strategies put into practice
  • Network with industry peers for an afternoon out of the office


What you’ll learn

Branded3 is the UK’s trusted authority on search with an extensive proven track record of delivering some of the country’s most successful digital marketing campaigns and strategies.

With a recent win for Best Use of Content Marketing at the UK Search Awards and plenty of nominated campaigns; you can be assured that you’ll be listening to insights and gaining tips from content marketing experts.

Our team is well respected within the industry and regularly invited to speak at events around the world, judge prestigious awards and guest post for high-profile sites and publications.

The expert advice delivered at our half-day seminar will teach you all about:

  • How to understand your audience and their intention on your site
  • What technology and promotional tools to use to reach your audience and gain authority links
  • How to directly drive revenue from a content marketing strategy
  • How content marketing drives SEO rankings and visibility

at The Soho Hotel
4 Richmond Mews
City of London, United Kingdom

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