Build Great Content Marketing with Lego and Kevin Spacey

News Story

After Kevin Spacey’s inspiring speech at this year’s Content Marketing World in Ohio, we’ve put together some top tips on creating great content in such a crowded market.

Spacey may seem like an unusual choice to be a guest speaker at a marketing event, but the Oscar-winning actor’s message is an important one for marketers to take note of.

Creating compelling content is like telling a story, which Spacey is an expert in. He says great stories are made up of three elements, Conflict, Audience and Authenticity, and that keeping these in mind when writing content helps engage readers. Ellen Gipko from Search Engine Land has more on Spacey’s advice here.



Why is Content a Big Deal?

The importance of high-quality content marketing has been stated time and time again for years. This goes back to long before the Internet, and is just as true today as it was back then.

Creating unique, relevant and interesting content is a great way of reaching your target audience and interacting with customers. However, this is only a successful marketing strategy if your content is engaging and reaches audiences.

Some companies focus on driving their copy through outdated SEO tactics, rather than focusing on great content that people want to see. See Moz’s 2014 Searchmetrics Ranking Guide for more advice on this.

Targeting Readers Makes Google Happy


keep google happy

It’s not just the customers that will appreciate your great content. For years, Google have been improving their search algorithms, displaying content that’s more relevant to users. This process is becoming more intelligent and sophisticated, with a much greater emphasis placed on quality, rather than quantity.

Search engines provide a service, finding users the information they are looking for. The better the information the search engine provides, the better it is perceived by users. Hence why Google has begun penalising sites with low quality content and ranking websites with relevant and interesting content highly.

Content Marketing Helps Your Brand

Quality content can also act as a tool to help you sell products. Providing customers with information on products or services can help alleviate doubts and aid the consumer decision process.

To sum it up, content on a website is simply a way of creating a relationship with your audience. This then leads to consumer trust and dramatically improves brand loyalty. Content marketing goes beyond boosting sales – it improves brand equity.

Great Content Needs Great Promotion

Of course, great content is one thing. But if no one is reading it, then it’s next to useless. Once created, your content needs to be marketed.

With new content, you should consider four key points:

  • The medium the content is going to be published on/distributed through
  • The targeted audience and how they will perceive your content
  • Why people will read and share it
  • How the audience will find the content

Establishing a strong promotion strategy for content, no matter what the content is, will always improve its effect.

Superb Success Stories

the lego movie logo

Lego recently released a film, The Lego Movie. It was wildly successful, and attracted great reviews. But that’s not all. The Lego Movie is an excellent example of great content marketing. Not only was it a very long promotion for a toy product that people actively wanted to watch and engage with, people actually paid to watch it. There are very few marketing campaigns that people pay to be exposed to.

And it seems to have worked. Lego recently became the largest toy company in the world, and The Lego Movie helped achieve this. They created high-quality, engaging, and highly targeted content, which people loved.

Epic Content Fails

When reading articles on trusted sites such as The Daily Mail, you’ll reach the bottom and probably see a section entitled “Stories from around the Web” or something similar. Clicking on these links takes you away from your trusted site, and off elsewhere.

These links often feature sensationalist titles, may be very old stories, and differ wildly from the title. This is an excellent example of bad content marketing, because it can irritate readers and devalue the respected, original website.

This is because readers feel the content is not relevant to them, and that their original site has mislead them. While hosting links like this can bring in revenue, it is not worth the risk of alienating your existing audience. As Louis Gudema from E-Consultancy points out, publishers need to have respect for their sites and their readers.

Spacey’s Steps to Content Success

The importance of creating content and promoting it is well documented. So how can you stand out with so much content being published every day?

Making use of the three elements that Spacy said were integral to storytelling can give your content the edge.

  1. Conflict is about going against the trend and taking risks. This means that you don’t just mimic what industry rivals do, but instead create your own fresh, unique content.
  2. Audience is the target for content marketing, so content has to appeal to them. You have to understand what the audience is looking for, and make the content relevant and interesting for them.
  3. Authenticity is what makes content more appealing. Because content creates a relationship between readers and your company, it has to reflect the genuine personality of your brand. Making your connection with audiences authentic is an excellent way to stand out from the competition and foster loyalty.

Keeping these elements in mind when creating your content will help you stand out and keep your readers engaged.

I Don’t Have Time for Content Marketing

This is where we come in. At Mitra Marketing our dedicated team are experts in creating unique, engaging content that audiences love reading.

mitra marketing logo

Using tried and tested, best practices techniques, the content we create engages your target market and improves website rankings.

Let us increase your brand awareness and start converting readers into customers.

We write content for the reader, but search engines will love you too! Contact Us Today.


paul fildes - rug doctor

Paul Fildes, Rug Doctor –

Shortly after launching our new website, we started looking around for a competent SEO and digital marketing agency who were...

Paul Fildes

Rug Doctor


Paul Fildes

Rug Doctor

paul fildes - rug doctor
Shortly after launching our new website, we started looking around for a competent SEO and digital marketing agency who were familiar with the content management system we were using. After a lot of searching, we were recommended to try Mitra. They were guest speakers at events, actively talking to people on the net and sharing useful information with the outside world. All good signs! At the outset, we set a benchmark of where we were and where we wanted to be. Our old website had scored well in terms of visits – 400 a day on average – but the top keywords were people looking for our company by its name. Fifty per cent of our traffic came from someone actually punching in our website address. We wanted to attract a wider audience that would use more generic terms like ‘carpet stain removal’ and ‘carpet cleaning’. This is where Mitra did such a great job optimising the text on our pages and earning relevant links. We were given weekly updates of our progress and monthly review documents that monitored the results, which proved very useful for presenting at management meetings. We are currently averaging over 2,100 visits a day to our site and I have no hesitation in recommending the Mitra team to any company who want results.
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James Lewis, Caremark Franchises,

Our target for our lead generating AdWords campaign was around 10 or more leads a month and this target has...

James Lewis, Project Manager Caremark Franchises


James Lewis, Project Manager Caremark Franchises

caremark logo
Our target for our lead generating AdWords campaign was around 10 or more leads a month and this target has always been achieved by Mitra. “The Mitra team have been able to generate our leads through AdWords at a reasonable cost per enquiry. In addition, the management costs of our PPC campaign are much better value compared with other agencies. “Our AdWords campaign has boosted our lead generation significantly. The leads provided come from multiple sources and have contributed an important part to our business development. “The overall AdWords account management is very good and communication with Mitra staff members has always been brilliant. The Mitra team always go above what is required, including concise emails and responding quickly to queries regarding the account.” James Lewis Project Manager
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Mark Davison, The ID Band Company –

I set up The ID Band Company as I was always keen to stay safe while road cycling. With a...

Mark Davison The ID Band Company


Mark Davison The ID Band Company

ID Band Company Logo
I set up The ID Band Company as I was always keen to stay safe while road cycling. With a passion for this adventurous sport, wearing an identification wristband gave my family peace of mind, and I was able to enjoy cycling without worry. I wanted to offer sports enthusiasts and people with medical conditions and allergies high-quality, wearable ID that would stand the test of time. Durable enough for virtually any activity, our sports wristbands and beautiful jewellery are made with the finest materials. Crisp, clear engraving of the person’s in case of emergency details along with the well-known medical alert symbol, ensures our jewellery is easily spotted if someone needs medical attention. Suitable for a wide audience, including men, women and children, we now have the widest range of medical alert jewellery in the UK. Our large e-commerce website needed effective promotion to get our products out there. I’m always busy managing the team and working on new products, so I needed a company who could look after all aspects of marketing for me. Mitra Marketing were able to take care of everything from email marketing and social media management to PPC and SEO. Competitions have also enabled us to develop relationships with schools and sports clubs, expanding our reach. The Mitra team were able to build relationships with groups, charities and interesting individuals as a form of PR to produce high-quality and relevant content for our blog. Our e-newsletters now contain interesting stories direct from our customers, helping us get to know our target market and create a friendly face for The ID Band Company brand. Mitra Marketing have helped us significantly in terms of multi-channel marketing and PR. I would recommend them to any company who want the pressure of marketing taken off their hands. Mark...

Simon Jacobs Managing Director Nexxia Audio Solutions

“I’ve always found Graham and his team to be very efficient – always offering an honest opinion about Google services...

Simon Jacobs
Managing Director
Nexxia Audio Solutions


Simon Jacobs
Managing Director
Nexxia Audio Solutions

“I’ve always found Graham and his team to be very efficient – always offering an honest opinion about Google services and SEO. They are very professional and willing to work with their customers. “I have been working with Mitra for a number of years and highly recommend them for online marketing and SEO work.” Simon Jacobs Managing Director Nexxia Audio Solutions

Kris Theophanous, Managing Director of Tracks-Direct

"The quality of the work that Mitra complete for us has been of a very high calibre,” says Kris. “In...

Kris Theophanous,
Managing Director of Tracks-Direct


Kris Theophanous,
Managing Director of Tracks-Direct

"The quality of the work that Mitra complete for us has been of a very high calibre,” says Kris. “In the world of SEO it is very hard to find a company that can be trusted – Mitra have earned our trust and are worthy of it.” Kris Theophanous, Managing Director of Tracks-Direct

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