Kevin Gibbons is founder and CEO of Re:signal – a strategy-driven SEO and content marketing agency in London.
Winner of 15x UK/EU Search Awards, he was named search personality of the year at the UK Search Awards (2018) and listed in BIMA’s top 100 people shaping the digital industry (CEO and leaders category) in 2019.
He has helped to grow Re:signal into a fast growth digital marketing agency, as recognised by Deloitte Fast 50 UK & EMEA (2017) and the FT 1000 fastest growing companies in Europe (2018). Working with clients including Expedia, Auto Trader, Pottery Barn and Deloitte.
Kevin has spoken at over 100 events internationally over the last 10 years, including; Search Marketing Expo (SMX), Pubcon, ClickZ / SES, BrightonSEO, SAScon, State of Search, Reykjavik Internet Marketing Conference (RIMC), Content Marketing Association (CMA), Performance Marketing Insights, SEMCamp and many more…
Columnist writer at Econsultancy, Search Engine Watch, The Drum, Fast Company and Search Engine Land. Judge at US / MENA Search Awards, The Drum Content Awards and DADI Awards.
You may remember, but following a number of recommendations at Pubcon 2016, I decided to run an experiment to see what would happen if I removed a disavow file from a previously penalised domain:
I've just deleted disavow file for experiment site which was previously hit by penguin penalty –
I have a confession. Until recently I hadn’t really given virtual reality too much thought…
Sure it looks like a lot of fun for gamers, but for marketers? Surely not!
The novelty will wear off and it will never catch on for a mainstream audience…
We’re always keen to keep ahead of the game, and I’ve always found US conferences a really useful way of keeping up-to-date with all things SEO and content marketing. For this reason, it was great to be able to go back to Pubcon with a bigger team, as it’s hugely important for our team to keep learning, innovating, networking and improving…
We all know that content marketing is hugely competitive, and that we’re always fighting a battle to stand out from the crowd.
I’ve listed 30 tips and ideas that I’ve found help when it comes to making your content marketing really get results:
You need to understand where you are, where to go &
“Kev, how can you still consider yourself an MARKETER?
When was the last time you actually did any MARKETING for your own agency?”
I get questions like this a lot…and they bother me each time.
And here’s the rub…
Content marketing is hard.
Actually, let me clarify that a bit…GREAT content marketing is hard!
One of the biggest reasons why it’s so hard nowadays is that there are just SO many choices. Every single day, I see blog posts, columns, tweets and updates telling me the million different things that I HAVE TO BE DOING…
I recently spent a long weekend in Rome. While I was there, I was surrounded by art, by masterpieces. Creativity was everywhere.
From the painters I walked by in the promenade, to the Sistine Chapel and Coliseum, to the artful way dishes are put together. You could tell everything was created with such passion, precision, and focus.
We don’t have time anymore to produce work of that quality.
(image via Flickr)
We live in such a fast-paced world of meetings, emails, notifications and various other tasks that we simply can’t find the time to sit down and really focus. All these tools designed to help us work, actually do everything but.
On top of this, there’s other day-to-day pressures. You’re below targets, your boss is unhappy, they wanted results yesterday, and so on, and so on…
At least that’s the perception. What we say as an excuse.
But those painters in the promenade, they sit in a crowded area and are able to focus on nothing but their work. No people watching, no phone checking, no incoming emails.
It’s still possible to create a masterpiece. It just requires patience and focus a lot of us don’t want to deal with.
Michelangelo didn’t finish Pope Julius II’s tomb until 40 years after he started, needing to start over or pivot several times. He worked on the Sistine Chapel’s ceiling for 3 years, enduring several difficulties and grueling day-to-day work.
That kind of dedication doesn’t mesh with today’s content culture, where there are 1,400 new blog posts published each minute.
But in order to create masterpiece content, you need to work like a master.
The works Michelangelo produced were truly world-class masterpieces. The level of detail put into the Sistine Chapel is unbelievable.
“The future belongs to those who learn more skills and combine them in creative ways.” –
I find the challenge with local search marketing is that you need to put yourself into the shoes of the local business in order to really focus on what is best for their business.
You have to consider any issues and constraints of a small business, the importance of measuring around real world goals and making suggestions as actionable as possible so that changes can make an impact in the short-to-medium term, not just long-term.
Here’s what I would do if I ran a local company in Putney!
British Airways have been producing some incredible campaigns recently. I often think the term “content marketing” is thought of as an online campaign, but I wouldn’t restrict it just to that.
The #Lookup campaign BA have produced is very effective, firstly because it’s a very clever idea and it gets people talking –