About Matthew Barby
Matthew Barby is a digital marketing consultant and the Digital and Content Strategist at Wyatt International. Matt is also a lecturer for the Digital Marketing Institute and specialises in content marketing campaigns with a focus on acquiring top-tier links.
In his Learn Inbound talk, he takes a look at how SMEs can build out a content marketing strategy that reaches their target audience and delivers results without spending hundreds of thousands of pounds.
- Building a content team will allow you to tap into a diverse set of skills and knowledge, access the social channels and audience of each team member, and accelerrate credibility through the team’s authority.
- When developing a content strategy, you need to conduct a full audit of your competitors, benchmark your own presence against them, and analyse the top performing content within your industry.
- Competitor analysis should include: web traffic/search traffic, backlinks/mentions, social media following, content volume/frequency, and top performing content.
- Measure the success of content campaigns by monitoring the social shares on content and online reach. Also, track brand mentions and link acquisition, as well as web traffic and content engagement.