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Content & Creative Strategy videos

90 videos

How to Turn Customer Research Into High-Converting Copy

Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.


The State of Content

It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the...


Content Chaos: Generating Traction With Content Experiments

Ross will take a look at how taking risks on content and making investments can work out in a big way for brands and marketers. Whether it’s experimenting with content on Reddit, Slideshare, Quora or Instagram, Ross shares some of the best lessons he's learned over the years.


A Conversion-Centric Approach to Content Marketing

We’ve all been in the room when someone asks the golden question: How do we get more traffic to our content? Here’s a better question: How do we hit our goals with the least amount of traffic possible? Changing the question can lead to a totally different approach to content marketing. One that prioritizes quality, conversion an...


Why "Great Content" is Not Enough

We've all visited amazing content on the web, shared it with our networks, bookmarked it, loved it, and used it, only to find that when we search for it in the future... it doesn't rank?! Supposedly, Google exists to reward precisely these types of great works, and yet, many times mediocrity and awfulness outrank the truly remar...


Ranking Factors in a Mobile-First World

With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume o...


Success Beyond Links: How To Make Your Content More Valuable

The line between advertising and marketing has become increasingly blurred, and branded content is everyone's business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct r...


Content Marketing Moneyball

The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the...


Low(er) Risk Link Building Tactics for 2017 and Beyond

Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.


The Secrets of Storytelling

Storytelling” is hot. It’s useful and fun. Yet most marketers fail to make the most out of it. Storytelling is more than just talking about your businesses. It is content marketing combined with psychology. Bas van den Beld will take you on a surprising trip through storytelling land. With great examples of stories combined with...


Stand out to YOUR Crowd: A Framework for Copywriting

Customers aren’t just inundated with marketing messages, they’re inundated with the same messages. The result is people are learning to ignore what they’ve seen before. In this talk you’ll get a framework for writing copy that breaks through that noise, sounds different from competitors and, speaks to your customers’ desires whi...


Make Your Marketing Memorable With Visual Storytelling

Attention is the new commodity. Visual Storytelling is the new currency. Did you know that the human brain processes visuals 60,000x faster than text? Or that web posts with visuals drive up to 180% more engagement than those without? Based on Jessica's book “The Power of Visual Storytelling,” this talk shows you how to use visu...


Why People Buy: Remembering the People Behind the Clicks

Wil's talk will look at the role that words play, and we'll look at amazing, compelling copy that showcases the power of words. His talk will also go over ways to improve your empathy for customers and what it's like to be in their shoes. There'll also be an interesting look at how we can incorporate interviewing into the keywo...


Why Content Strategy isn’t Enough

There’s no doubt that technological advances have made our world faster, smaller, and more connected. Ironically, many of the relationships between companies and customers couldn’t be further apart. This is because consumers will continue to have access to more - more content, more products, and more choice. Therefore, the need ...


Storytelling: The Secret of Irresistible Marketing

It's no secret; in marketing, whoever tells the best story wins. The problem? ‘Storytelling’ has surpassed buzzword status and now everyday marketers are missing opportunities to connect with their customers because they simply don't know what a good story is anymore. In this engaging and immediately applicable presentation, str...


Genius is 1% Inspiration, 99% Perspiration

Conferences often bring us great speakers who inspire and lift your spirits, but then Monday comes. The notes get stored in a drawer, or in the depths of Evernote. This presentation will help you prioritize what we learn and how to change your habits to make these things a part of how we do our jobs. Wil will share struggles wit...


Designing Creative Content: The Method Behind the Madness

The feeling you get from finally coming up with a workable idea is one of lightness and relief. That is, until you realise that’s just half the battle; the arduous journey of deciding on an execution still lies ahead. This is as much about what story you want to tell, as it is about visual design. Vicke’s session will delve behi...


Think Like a 50’s Ad Exec, Execute Like a Geek

In 2015, the main goal for any SEO is generating highly authoritative and editorially valid links. But how? With so many SEOs jumping on the content marketing bandwagon, you have to stand out, and by using old school ad agency principles merged with more modern PR thinking, you can achieve great results. Lisa will be going throu...


Topics Over Keywords

Over the past two years, the discussion of ‘topics over keywords’ has been taking the spotlight in the world of SEO. But this concept didn’t click for the Sidekick content squad at HubSpot until this past summer, when the team set out on a mission to ramp up organic search traffic. In this session, Sidekick’s Senior Growth Marke...


Google's Predictable Content Preference

Getting your site to rank is obviously important. But what about the rest of the search result? Google has a preference towards certain types of content that it would even entertain showing in a search result for your brand. In order to make the most of this, content marketing has to extend outside your fully controlled domains....


Make Magic with Anticipatory Design

Every user wants to be Batman, with Alfred the butler anticipating their wants, needs and preferences. Thus, for anyone hoping to increase customer retention, the ability to anticipate the user’s every need is vital. This talk will explore the magic behind creating anticipatory design and content, including how to incorporate an...


Never Lose Again

Taking you through every step of the process, from the early stages of research and ideation to the all-important creation and promotion, Chris will show you how to ensure success in every single aspect of the marketing strategy. With an in-depth look at four real-world case studies, you will be equipped with the tools and tacti...


The Future of Content Creation

Joanna will challenge us to rethink content creation from the ground up. Pointing to her experiences at Porch, as well as other leading brands, she'll walk through the old school tricks that have become new again, as well as new approaches to create content people will love. Her talk will span community, PR, social and editorial...


Data-Driven Content Marketing and Outreach

It's not enough just to hit ‘send’. How do you optimize your content marketing process to be more effective through data? In this session, Ross Hudgens opens the kimono to reveal some recent data-driven studies his team has undergone to improve its internal content marketing process. Topics include attributes of the most success...


Creating a Framework for Content Marketing Campaigns

Distilled’s VP of Creative, PR Consultant, and Content Coordinator will show you the necessary steps in the campaign planning process that will ensure your content marketing is relevant to your brand, audience, and target media outlets. Our panel will walk you through their content marketing process - including the trials and tr...


Running Promotional Campaigns

Competitions and giveaways can be powerful campaign tools in their own right, but are often overlooked as an added extra, and packaged into a general campaign or media buy. This presentation will cover areas like planning, delivery, marketing, prizes and compliance with examples of where marketers can make strategic gains and re...


Cracking the SEO Code for 2015

It's all changed – from how people use the web, to how Google ranks pages, to what resonates with influencers. Not surprisingly, the tactics marketers employ need to change, too. But tragically, many of us are stuck in a rut, eeking out the last few drops of fuel from efforts that are dying or dead. What's even worse? The cuttin...


Get More from your Content

For many, there is a real fear when it comes to the more technical side of Search, but don’t worry – Matt is on a mission to help you embrace the geekery without (too much) pain. From data analysis to web scraping and APIs, you’ll learn how to kickstart your ideation process, build better content, and get more from your outreach...


Virtual Campfire: Girlguiding Social Strategies

Girlguiding is arguably the UK’s largest offline social network, and is currently undergoing a perception busting digital transformation. Find out how the Girlguiding digital team uses social to champion the voices of girls and young women, share inspirational content, and engage with over half a million members


Putting the X into Content

Content marketing is the social media buzzword of the year. 74% of brands plan to increase their spend on content marketing in 2014, and millions of dollars of venture capital are being ploughed into startups such as Contently and Kapost. But for every content king such as CocaCola or Red Bull, there are hundreds of marketers ac...


Building a Brand with Online Video

In a world where the biggest brands are built online, significant ad spend from TV and media is moving to online video where, as Phil will demonstrate, technical marketers can dominate. Phil will deliver a detailed look at how to use video marketing, specifically YouTube, to build a strong brand identity that creates trust and i...


Marketing in Your Sleep

We keep pushing ourselves (and our clients) to do more #RCS. Wil is going to talk through some of his learnings on this journey, sharing expertise on how to get the big ideas, pitch them, and track their impact. And in case you're lucky enough for your content to get picked up by influencers and journalists, Wil is going to cove...


Behind Your Integrated Marketing Strategy

Everyone involved in brand building has encountered the problem of unrealistic performance expectations: too much expected, too soon. This seems especially true with online measures; after all, if it can be distributed at the speed of light, shouldn’t results arrive just as fast? Measuring and communicating the value of your int...


Existential Crisis Management

It’s not just search and technology that’s evolving – consumers’ expectations are too. In Europe and the US, consumers would not care if 92% of brands disappeared. To flourish in the future, brands need to stand for something. Hannah will share her thoughts and experiences on how to figure out what to stand for and create a mean...


Marketing in Your Sleep

We keep pushing ourselves (and our clients) to do more #RCS. Wil is going to talk through some of his leanings on this journey, sharing expertise on how to get the big ideas, pitch them, and track their impact. In case you’re lucky enough for your big content to get picked up by influencers and journalists, Wil is going to cov...


Optimizing Content

Most people in this industry know the ins and outs of the Panda, Penguin and Hummingbird Google updates. But how many of us understand exactly how content and SEO are interlinked? In this talk, Jon is going to teach us how to adopt a more advanced approach to optimizing our content, talking through real case studies and the late...


The SEO of Storytelling

Brand storytelling is the trendy catchphrase of late, but it’s big business and if you aren’t doing a good job telling your story, you’re going to miss opportunities your competition is more than willing to take. Lisa is going to help you dissect the idea of storytelling to understand how doing this well drives revenue. You’ll l...


Ideas with Legs

So you’ve had a brainstorm, and you think you’ve struck gold. But what next? The hard graft of content creation has only just begun. Ideas can be tricky. You need to recognize the good from the bad, and guide them along the path of production. Learn to escape ‘death by a thousand edits’, and emerge victorious with compelling con...


Beyond Manual Outreach

Developing a content strategy is only half the battle — you also need to devise a plan for distributing your content to ensure it’s seen. Adria will talk you through the different distribution channels and the types of content and target demographics that are best for each. You'll walk away with a better understanding of how to ...


Using the Machine to Target the Man

The digital channel is maturing to reflect the real world and with it marketers' focus is shifting from technology and platforms to the person once more. This time, however, it’s different. Why? Because there is no longer a requirement to fill in the gaps left in the audience understanding picture with hearsay and gut feel. Inst...


Slow Your Roll

Online experiences can be fast, efficient, easy, orderly—and sometimes, that’s all wrong! Users click confirm too soon, miss important details, or don’t find content that aids conversion. In short, efficient isn’t always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and prof...


Listening to Your Customers' Wants

Listening to the voice of your customers in as many ways as possible and really getting to know them is essential to driving success. By giving customers what they vocally want and what they are looking for, you are alleviating the need for them to go out and find it elsewhere while providing an even more meaningful and engaging...


Why Great Marketers Must be Great Skeptics

The world of web marketing is filled with common wisdom, best practices and tactics based on past experiences, but some of these industry standards may actually be holding you back. Watch as Rand dives into stories and examples of those who've broken patterns and found value through counter intuitive marketing. This presentation...


The Loyalist Advantage

In today's hyper competitive landscape, customer loyalty is quickly becoming a key differentiator. Marketers are now finding themselves in charge of the second half of the customer lifecycle, and are expected to track and improve customer loyalty. But how can we do that? Joanna Lord will walk us through ways of leveraging tradit...


Lessons Learned from the Creative Industry

While many believe the future is digital, they often dismiss the big ad agencies. Why not learn from those who have been doing this for years? Mark will talk us through what he has learned from others, his own experiences in Creative over the last few years, and how these lessons can help us in our own work.


A Story of a Redesign

There’s an old African proverb that says “If you want to go fast, go alone. If you want to go far, go together.” In this session, Aaron will share how this maxim helps guide TED’s product decisions in service of ideas worth spreading. You’ll hear about TED’s redesign and how it involves its user community – from research to agil...


From Content to Clients

With B2B inbound marketing at the core of its growth, CPC Strategy was able to go from a small, 4-person team to a thriving multi-million dollar agency. Rick will break down how their content marketing strategy enabled the company to penetrate and succeed in a larger, more competitive market. You'll learn how to use inbound mark...


Rock Your Brand

Building a business is tied to having a great product or service and your ability to sell it. Building a successful brand is about getting your customers to feel something with every touchpoint. Melanie will show real-life examples of businesses living their brand and how they did it. You'll walk away with ways to rock your bran...


Making Your Mark Online

We've all seen the changing local search ranking factors and seen the procession of changes Google has made on the journey from maps to places to local. When you look at the whole landscape, however, the effective tactics for small and local businesses have changed. Will is going to highlight specific, actionable approaches that...


How To Win Fans And Influence Users

Content marketing is not a new term, however most businesses still fail to grasp the concept effectively. In this session Chris Bennett is going to show you how to get internal buy in for long term BIG content strategies. How to get your clients to approve budget to swing for the fences and how to carry out successful campaigns ...


36 Tips For Baiting Brand Signals

Stacey shares the tips, tricks and tools she and her team are using to create link and social share baiting content and to get it in front of the right audiences. Whether you’re working on a shoestring budget or you’ve got the luxury of a bit more financial freedom, these tips and tools will help you to create compelling content...


Google Approved Paid Links?

Did you think paid links were a no-no? This isn’t the case at all. Last month, Wil gave $10k to the SEER team so they could test paid content. In this session, he reveals some of the channels he used such as Taboola, Twitter, Outbrain, niche networks for gamers, etc. He will also share exactly what he learned, the impact it had,...


The New Rules of Big Content Promotion

With focus switching from quantity to quality in the digital environment, Simon will be sharing a tried and tested process to maximize the impact from any investment in 'big' content. To leverage positive ROI from such a project it is critical to make a success of the distribution or promotional part of the campaign and the pres...


How to Launch Something New at No Budget

Fast track your skills and learn how to launch your project online at low or no budget with Marco Montemagno: ex table tennis player and lawyer turned digital entrepreneur and TV Host. Benefit from 15 years experience condensed into a 45 minute how-to session from the founder of Italy's largest blog network who hosted a tech tal...


Creative Content Marketing ...

Without a healthy dose of creativity, content designed to function as marketing is doomed to oblivion. Equally, creative content without a solid strategy based on concrete business objectives is not marketing at all. In this presentation, Copyblogger Media founder and CEO Brian Clark provides an integrated content approach that ...


Fail Big at Content, It’s Okay

People have been saying “content is king” for years now, but you know what? Many of us aren’t acting like it is. I can tell because I see inbound marketers every day who are afraid of failure. I don’t want to go all cliché on you, but it’s time we collectively put up or shut up, go big or go home, and put our money where our mou...


Optimizing Your Brand

We all have our initiatives and projects designed to advance our online marketing, but there is often a lot going on in our organizations that we can be contributing to. This presentation looks at how to integrate yourself into other marketing efforts to add value, and how to leverage your brand for your online marketing initiat...


Advanced Content Promotion and Outreach

Outreach can feel like digging a swimming pool with a spoon – but it doesn’t need to be that way. BuzzStream CEO Paul May reveals how to use advanced outreach strategies and best practices to earn the links, media mentions, and social shares that drive content marketing ROI. You’ll learn about the people, processes, and technolo...


Build Brand Evangelists ...

Traditionally marketers thought of brand loyalty as something that took years to build and that was only possible after repeat purchases. Hear Joanna talk through tactics on how to encourage it early in the life cycle, then harness it as a second marketing team for your company. She talks through the value of having brand advoca...


Building Great Digital Marketing Teams

Why do we not treat our job pages like landing pages? Why do Glassdoor reviews tend to be so negative and critical? And what on earth is culture anyway? Rand Fishkin talks us through interview questions, management styles and the culture at Moz to show what it is that makes a strong, engaged and healthy team. This talk will ...


A trip from Nowhere to Somewhere

Ready to stop hearing about how community building works and to actually see what it looks like in action? Mack recounts a year-long case study on what it takes to build a community from the ground up in a “boring”, “niche” industry. From packing up the car and navigating the right roads, to selling the reluctant passengers on t...


Weird, Useful, Significant: Super Tippy Version

We’re happy to say that no, Ian is not teaching from a small rowboat in Mission Bay. During this talk, learn a top-to-bottom internet marketing strategy, plus hear a never-before-attempted ‘two tips per minute’, covering audience analysis, ad buying, organic SEO, and Dungeons and Dragons.


Why Content Marketing Initiatives Fail

Adria breaks down the different ways content marketing initiatives can flop. Spoiler alert: it’s rarely attributed to a bad content idea. Adria outlines the factors that truly impact the success of a content marketing program and provide actionable ways to fix or prevent them.


Actionable Content Marketing Tactics

In this session, Ross Hudgens gives you several actionable ways to drive more relevant traffic to your website - through links, social media, email, and more. Ross promises that every viewer will take away something to implement or take action on.


Think Differently: How to use Conten...

SEO, social media and content marketing are perfect for building a community but, ultimately they're only the tools. The true objective is to meet your business goals, growing your company into what you want it to be. Mack reveals a sustainable approach and process that goes beyond the tools, focusing instead on who and what a c...


Behavioural Psychology & Inbound Marketing...

Earning awareness, growing traffic, increasing conversions and delighting customers are all rooted in the art of marketing. But that art can learn a lot from the studies and data about human behavior. How do we get more visitors to share our content on social networks? How do we make a pricing page convert more viewers into cust...


Do-It-Yourself Data-Driven Content

Intimidated by 'big data' and just plain exhausted by infographics? There's a wide world of data-driven content in between, and it's just waiting to be discovered. This is the story of how a crazy idea and $20/month worth of proxy IPs became a major data-science initiative and content-marketing platform. Learn how to love “small...


How we get Unstuck!

How to break through creative lulls in your link building, content development and outreach. Wil covers an idea generating process he is playing with at SEER for creating assets that build links, get organizational buy-in and get your clients excited. He also talks about when good ideas go to crap, how to resuscitate them and ke...


Out of 5 million Infographics...

Claire is going to take us on a journey of discovery... We'll look at what an infographic really is and why people hate them. How to create the perfect sharable infographic. How to create the worst infographic on earth. How to make sure you give your infographic the best start in life imaginable. How to get the big links while n...


Turn Your CEO into a Link Building Machine

Your company's executive team has a unique, rare kind of power to help messages spread and reach the right people. But often, they're disconnected from the day to day challenges of marketing, despite having a huge stake and interest in its success. Never fear - Rand's tackling this issue head-on with a presentation that shows ho...


23,787 Ways to Build Links in 30 Minutes

In this quick-fire session, Distilled's Hannah Smith will share a plethora of actionable link building ideas. In just half an hour, you'll have the know-how to build a metric ass ton of new links the moment you finish watching the video.


Post Conversion Link Building Tips

You have done the hard work, you have succeeded in getting people to submit a lead form or buy something from your site, but now is not the time to congratulate yourself, its a time to start link building in full force. Buying something or submitting a lead form is a big trust step, once someone has gone through that step, it's ...


Content Strategies that Work

One of the most mentioned websites in our conference history is Oyster.com. Co-founder Eytan Seidman closed day one of SearchLove – this one is not to be missed. Eytan believes you either need compelling product/content or you just have to invest in advertising to build a brand. Having elected to build the Oyster.com brand via...


Beyond Linkbait

We’ve been talking about content strategy in SEO for quite a while now. But content evangelism aside, how do we actually make this actionable? Distilled’s Mark Johnstone talks us through how to make the leap from one-off linkbait to a coherent content strategy.


The Life of An In-House SEO

Justin previously worked for Distilled before moving in-house for Big Fish Games and brings a fresh perspective on the challenges of client-side and agency-side SEO. He shares his in-house experiences including how to work with in-house PR teams to build links and gain coverage; using content as a customer retention strategy an...


Reinclusion Afterlife

Post iAcquire’s de-indexation Mike King speaks candidly about the road to reinclusion via a comprehensive content and marketing strategy. He shares his experiences, revealing the actual cost of the tactics they employed and the results they achieved.


The Unexpected Value of Creating Things

A long-time favourite of the Distilled team is SharkSEO, and this year he joined us in London. When you create things that people find interesting or useful you can often get benefits you didn’t expect, including high value links, opportunities for press and a better known brand. Drawing on his experiences of creating searchga.m...


Leveraging PR to get Big Links

Distilled’s Head of PR, Lexi Mills discussed how to leverage and integrate PR tactics for SEO benefit. Sharing actionable insights and tips to craft and pitch content on both small and big budgets, she concludes by discussing the gamification of news and the exciting opportunities that it presents for SEOs.


The Building Blocks of Great Video

Covering content strategy and the production process from inception to launch; Distilled’s Phil Nottingham highlights the key creative and technical tactics required to win the internet with video, whether your budget is in the hundreds or hundreds of thousands.


Going Viral on Pinterest

The viral master at 97th Floor, Colby is the author of Pinteresting Secrets. He showed us how you can get thousands, if not hundreds of thousands, of visits to your site using Pinterest. Click on the video for a preview


Content strategy vs. link building (Boston)

We've all spent hours trying desperately to get links, jealous of those "fun industries". Well, no more. Content can earn links in any niche - it just needs to be the right content, targeted right, and promoted in the right way. Rand talks through a process for doing just that - and winning the link battle through content tha...


Building a Link Development Calendar

Businesses' calendars vary through the year based on their market, their own stage of growth and the flow of news. Rhea shows us how, with careful planning, you can use this to your advantage. Without the planning, you'll never achieve the results you want at your most critical times of year. Click on the video for a preview


Content Strategy vs. Link Building (London)

We've all spent hours trying desperately to get links, jealous of those "fun industries". Well, no more. Content can earn links in any niche - it just needs to be the right content, targeted right, and promoted in the right way. Rand talks through a process for doing just that - and winning the link battle through content that...


The Past, Present and Future of Link Bait

Covering past failures, the current state of the art and trends that will shape our link bait activities in the coming months and years, Hannah’s talk will give you an insight into how we think about link bait at Distilled.


The Past, Present and Future of Link Bait

Covering past failures, the current state of the art and trends that will shape our link bait activities in the coming months and years, Hannah’s talk will give you an insight into how we think about link bait at Distilled.


Gamification: Getting Everyone Else to do your Work for you

How you structure your website, how you design your outreach and content strategies, how you build a community; all these things are greatly impacted by how incentivised your users are to help you out. Richard will be sharing real campaign experience of adding game theory and behavioural economics into SEO campaigns and explaini...


Targeting Humans

The ballooning volume of social data increasingly tells us what people are talking about and gives us tools to know more about who those people are. Mike has been researching keyword level persona data, real-time keyword volumes and how to tie this all together into successful content and link building strategies. Thankfully, he...


Your Content Strategy is Part of Your Link Building Strategy

Are you guilty of treating content strategy like the poor relation to your link building efforts? Wil is passionate about ways that businesses of all sizes can truly shine when they consider them one and the same.


How Not to Fail at Link Bait

Not everything works - learn form it: Through his vast experience Chris offers insight into how you should coordinate research, writing and design. What tools and sources create the most link-worthy content, what link bait fails, and why.


Effective Link Building

Channelling your "creativity" - everyone has evil ideas; how do you use them for awesome? Justin will be offering you all of his tips and tricks to make your link building campaigns more effective, and enlightening us on what really makes a difference.