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

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

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