BlueGlassX - How to Create Content Your Audience Loves by Kevin Gibbons

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  • BlueGlassX - How to Create Content Your Audience Loves by Kevin Gibbons

    1. 1. Let’s start at the beginning:Why do people search?
    2. 2. 1) They Want to Do Something!
    3. 3. 2) They Want to Know Something!
    4. 4. 3) They Want to Go Somewhere!
    5. 5. Keep it simple - give them what they want! DO – KNOW – GO
    6. 6. Do = Transactional Content Use informational content to assist your transactional content’s rankings – not replace it Don’t lose the conversion!
    7. 7. Know = Informational ContentFind common questions & answer them
    8. 8. Then setup alerts to answer these questions on blogs/forums/Q&A sites = easy links!
    9. 9. Go = Navigational / Branded SearchThese are your top-converting keywords – prioritise them!SEO Case study - 121% improvement for branded product ID queries:
    10. 10. Keyword research tools lack the creativity you need for great content What content does your audience really want to see?
    11. 11. What does content success/failure look like? http://uk.blueglass.com/blog/content-auditing/
    12. 12. How engaged is your audience?Comments are an under-rated KPI
    13. 13. Wrong!1. You need an audience2. You need a reason why people will share/link
    14. 14. If you don’t have a large audience – leverage someone else’s while you build one!
    15. 15. 1) It’s interesting/insightful
    16. 16. 2) It’s from a brand they love
    17. 17. 3) Social validation –it makes them look knowledgeable
    18. 18. 4) It’s funny/entertaining
    19. 19. 5) There’s an incentive
    20. 20. Source: New York Times Insights &Linkdex• http://nytmarketing.whsites.net/mediakit/pos/• http://www.linkdex.com/blog/the-psychology-of-online-sharing/
    21. 21. 1) Altruist – charitable/helpful
    22. 22. 2) Careerists – build a reputation
    23. 23. 3) Hipsters – being first to share
    24. 24. 4) Boomerangs – feel connected
    25. 25. 5) Connectors – stay in touch
    26. 26. 6) Selectives – expect a reaction
    27. 27. Summary1. Solve your audiences problems by matching their search intent with great content2. Leverage audiences for wider coverage & outreach3. Think about why someone would share/link to your content
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