Article

Caroline Oliver
Caroline Oliver 27 March 2013

Interview with Rob Salmon, Director of Digital Marketing at Torchbox

Rob has worked in the digital marketing arena since 1998 in roles including Carling Premiership Press Officer.

Rob has worked in the digital marketing arena since 1998 in roles including Carling Premiership Press Officer, Sports Editor at AOL UK and Marketing Communications Partner at Molson Coors. During his time at Molson Coors he was the Chair of the ISBA’s (Association of British Advertisers) Digital Action Group and is a current member of the IAB UK’s Social Media Council.

He is now Director of Digital Marketing at Torchbox - an independent digital agency based in Oxfordshire. They provide a wide range of marketing services strategy development and implementation to search engine optimisation (SEO), social media consultancy, management and editorial services. He loves coming up with ideas and making the ideas happen. 

Can you explain to us the importance of content in the digital arena?
Whatever you’re trying to achieve through digital or marketing, content can play a part in making it successful. This is nothing new! Sumner Redstone coined the phrase ‘content is king.’
More recently, Matt Cutts from Google said: ‘Word-of-mouth buzz is what helps build your site’s reputation with both users and Google and it rarely comes without quality content.’
I believe that no matter what it is that you’re trying to achieve, content is at the heart of it. If you can produce something that is compelling, it could be informative, entertaining or useful, it is more likely to get shared and become viral.

And B2B Content; Do you think there is a saturation of keyword-heavy-content whereby its sole purpose is for search engines?
There is a lot of content out there that just isn’t very compelling - sometimes because it’s been designed to try and improve rankings. In my eyes the best content for B2B purposes is useful and informative. Churning out keyword heavy articles to try and increase search engine rankings is not enough. Quality of content is vital - because if it is compelling it will get shared.
From a social media point of view, quality of content is equally important. Take Facebook for example, it takes into account is the number of interactions your status updates achieve. The more interactions you get, the higher the reach your page is likely to achieve. The reach you achieve will also vary based on the sort of content you issue. Traditionally, images have got the most reach but just lately we’ve seen simple text updates with no links achieving impressive reach

What is the importance of making content famous?
Compelling content plus effective amplification equals winning digital campaigns! Ignore the, ‘Field of Dreams’ mantra here; “If you build it, they will come”. You could have the best content in the world but it might not be seen if you don’t go out and shout about it. Half of the battle is creating the content and then it is a question of ‘How’ are we going to reach the audiences that this content is intended for?
If it is compelling, there will be a way of getting it out there, whether it be PR, search, social. Or you may have a far narrower market so you may want to reach out on Twitter and start a conversation that way.

One thing that I think is very valuable is the power of partnerships. Partnerships will help spread the word. There are organisations out there that have a massive reach. You no longer have to be a newspaper to get circulation. A brand, an association, a celebrity – forming a partnership will help spread your message.


Stay tuned next week, when Rob will be telling us how to use different platforms for particular content, what he’s looking forward to most in 2013, and what he makes of search as a marketing tool.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
A Complete Guide To Help Sales and Marketing Work On The Same Team

A Complete Guide To Help Sales and Marketing Work On The Same Team

''Companies with dynamic, adaptable sales and marketing processes report an average 10% more of their salespeople meet their quotas compared to other companies.'' - CSO Insight

Michael FitzGerald
Michael FitzGerald 19 May 2017
Read more
8 Marketing Automation Mistakes And How To Avoid Them

8 Marketing Automation Mistakes And How To Avoid Them

According to the Annuitas group, businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads. But is every company using marketing automation efficiently and effectively?

Richard Fallah
Richard Fallah 23 May 2017
Read more