1. Disruptive Technology: The Role of Content
Nick Suckley
November 2013
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2. 2
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3. 3
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4. 4
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5. 1. Start with your consumer
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6. Checklist
▸ What are the intractable problems that your customers face in doing their job ?
▸ Audit the content you’ve got in terms of quality, format and usefulness
▸ Start producing more things that will solve these problems
▸ If you can’t create great content then don’t bother
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7. Matalan
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8. 2. Trends and fads are different – figure out which one’s which
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9. Checklist
▸ Mandatory
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Your site (it’s your home)
Make sure your home is in order too
Youtube
Google +
▸ Niche Mandatories
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Linkedin
Reddit sub-community
Native advertising (eg Outbrain)
▸ Not important?
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Facebook
Twitter
Pintrest
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11. 3. Where is Google heading next?
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12. Checklist
▸ Don’t get into an arms race with Google
▸ Successful companies will understand their customer and already building great content that solves
their needs
▸ Make it easy for machines to understand and classify your content
▸ Next time you’re presented with a new technology ask yourself does this help my customers get what
they need?
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13. This is what wrong looks like
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14. 4. Making content accountable
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15. Checklist
▸ Don’t allow yourself to get knocked off course
▸ Set content production as a KPI (quality benchmark too)
▸ Good content will drive conversion – half the story
▸ Ask your team “in which ways is our content being used to drive sales?”
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17. Learning to love Google updates
▸ Building great content only improve your visibility and sales
▸ Investment. Spend continues to work even though SEO environment changes around you
▸ Sleep: you’ll sleep at night because your content is hitting targets and not falling off a cliff
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18. 5. Commoditization of content and native advertising
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21. Thank You
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