How to Create Content Your Audiences Loves
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How to Create Content Your Audiences Loves

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Presentation from BlueGlassX in Tampa, Dec 2012 - talking about what types of content your audience likes to see, why they search for it and the psychology behind why they share for it!

Presentation from BlueGlassX in Tampa, Dec 2012 - talking about what types of content your audience likes to see, why they search for it and the psychology behind why they share for it!

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How to Create Content Your Audiences Loves How to Create Content Your Audiences Loves Presentation Transcript

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