More Related Content Similar to Your Content is Awesome – Now What? By @staceycav at #brightonseo (20) Your Content is Awesome – Now What? By @staceycav at #brightonseo2.
#brightonseo
@staceycav
3 things that should never,
ever happen…
3.
#brightonseo
@staceycav
Mums on
Facebook.
4.
#brightonseo
@staceycav
Mums on
Facebook
5.
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@staceycav
The solo selfie.
6.
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@staceycav
I’m talking
about you,
@richbannister
7.
#brightonseo
@staceycav
Content campaigns
without promotion
budgets and plans.
8.
#brightonseo
@staceycav
9.
#brightonseo
@staceycav
Even
brilliance
can
go
unno>ced.
10.
#brightonseo
@staceycav
h#p://www.currencies.co.uk/what-‐country-‐should-‐you-‐live-‐in/
11.
#brightonseo
@staceycav
h#p://www.currencies.co.uk/what-‐country-‐should-‐you-‐live-‐in/
12.
#brightonseo
@staceycav
Mediocrity
will
almost
always
go
unno>ced.
13.
#brightonseo
@staceycav
This
is
a
‘thing’
we
‘made’
one
>me
14.
#brightonseo
@staceycav
15.
#brightonseo
@staceycav
WD
is
with
the
dinosaur?!
16.
#brightonseo
@staceycav
17.
#brightonseo
@staceycav
18.
#brightonseo
@staceycav
Fast
forward
a
few
years…
22. #brightonseo
@staceycav
Simple
ideas
formaHed
to
fit
target
audiences
24.
#brightonseo
@staceycav
Our changes to reach a point where
projects consistently meet or exceed
expectations:
25.
#brightonseo
@staceycav
Better goal setting
26.
#brightonseo
@staceycav
More efficient ideation
h#p://blogsession.co.uk/2014/03/635-‐method-‐brainwriCng/
27.
#brightonseo
@staceycav
Thorough audience analysis
h#p://blogsession.co.uk/2015/06/content-‐audience-‐insight-‐tools/
28.
#brightonseo
@staceycav
Higher quality production
29.
#brightonseo
@staceycav
Significantly higher investment
into smarter promotion planning
and execution
30.
#brightonseo
@staceycav
Time
and
money.
31.
#brightonseo
@staceycav
Outreach
≠
Promo>on
32.
#brightonseo
@staceycav
If ‘outreach’ is the only thing you
are doing to promote your
content, then you are not
doing enough.
33.
#brightonseo
@staceycav
Outreach
≠
Promo>on
34.
#brightonseo
@staceycav
Before you can plan promotion
you need to know why you’re doing it.
36.
#brightonseo
@staceycav
You need to know who you’re
doing it for
37. #brightonseo
@staceycav
Depending
on
goals,
your
content
target
audience
might
not
be
the
same
as
your
target
customer
41.
#brightonseo
@staceycav
Align your objectives with your audience
42.
#brightonseo
@staceycav
Find out where your audience is
finding content and what they’re reading
1. Where
43.
#brightonseo
@staceycav
h#ps://yougov.co.uk/profiler
YouGov
Profiles
44.
#brightonseo
@staceycav
h#ps://yougov.co.uk/profiler
45.
#brightonseo
@staceycav
h#ps://yougov.co.uk/profiler
46.
#brightonseo
@staceycav
h#ps://yougov.co.uk/profiler
47.
#brightonseo
@staceycav
h#ps://yougov.co.uk/profiler
48.
#brightonseo
@staceycav
h#ps://www.facebook.com/ads/audience_insights
Facebook
Audience
Insights
49.
#brightonseo
@staceycav
h#ps://www.facebook.com/ads/audience_insights
50.
#brightonseo
@staceycav
h#ps://adwords.google.com/da/DisplayPlanner
Google
Display
Planner
51.
#brightonseo
@staceycav
h#ps://adwords.google.com/da/DisplayPlanner
52.
#brightonseo
@staceycav
Start finding specific contacts
2. Who
53.
#brightonseo
@staceycav
h#ps://adwords.google.com/da/DisplayPlanner
54.
#brightonseo
@staceycav
h#ps://adwords.google.com/da/DisplayPlanner
hHp://bit.ly/1SwscbE
55.
#brightonseo
@staceycav
h#ps://adwords.google.com/da/DisplayPlanner
1.Major
Influencers
2.
Mid
Weight
Influencers
3.
Smaller
publicaCons/
Influencers
Organise
them
into
Tiers
56.
#brightonseo
@staceycav
Get buy in early (where possible)
3. When
57. #brightonseo
@staceycav
1.Major
Influencers
2.
Mid
Weight
Influencers
3.
Smaller
publicaCons/
Influencers
Tier
1
–
Before
Produc>on
60. #brightonseo
@staceycav
I
saw
you
wrote
about
people
with
their
faces
in
their
phones
in
the
pub!
If
I
had
data
suggesCng
people
spend
3
hours
of
the
day
on
their
phone,
would
it
be
of
interest?
61. #brightonseo
@staceycav
I
saw
you
wrote
about
people
with
their
faces
in
their
phones
in
the
pub!
If
I
had
data
suggesCng
people
spend
3
hours
of
the
day
on
their
phone,
would
it
be
of
interest?
63. #brightonseo
@staceycav
Great.
While
we’re
conducCng
our
research,
are
there
any
other
quesCons
you
think
we
should
be
asking?
Is
there
any
data
we
could
acquire
that
would
specifically
help
you?
64.
#brightonseo
@staceycav
Messaging and Headlines
4. What
65.
#brightonseo
@staceycav
66.
#brightonseo
@staceycav
How well you describe your content is
as important as how good it actually is.
67.
#brightonseo
@staceycav
68.
#brightonseo
@staceycav
Let’s take a lesson from
clickbait headlines
69.
#brightonseo
@staceycav
70.
#brightonseo
@staceycav
71.
#brightonseo
@staceycav
72.
#brightonseo
@staceycav
73.
#brightonseo
@staceycav
Yes, you need a cracking headline.
74.
#brightonseo
@staceycav
Yes, you need a cracking headline.
But you also need to deliver on it.
75. #brightonseo
@staceycav
h#p://simitator.com/generator/twi#er/tweet
h#ps://www.google.com/insights/consumersurveys/
+
Test
headlines,
email
subjects,
Tweets…
77. #brightonseo
@staceycav
MailChimp
Lets
You
Split
Test
Email
78. #brightonseo
@staceycav
Read This.
h#p://markeCng.buzzsumo.com/
link-‐study/
79. #brightonseo
@staceycav
h#p://markeCng.buzzsumo.com/link-‐study/
80. #brightonseo
@staceycav
And this.
h#p://nytmarkeCng.whsites.net/mediakit/pos/
86.
#brightonseo
@staceycav
Reaching the right people at scale
5. How
87.
#brightonseo
@staceycav
Outreach
≠
Promo>on
88. #brightonseo
@staceycav
Supplement
with
Paid
Press
Release
Distribu>on
89. #brightonseo
@staceycav
Paid
Social
and
Content
Discovery
93. #brightonseo
@staceycav
Adwords is auction based.
If nobody is bidding, it’s
freakin’ cheap.
100. #brightonseo
@staceycav
Treat a piece of content the
way you would treat a key
product or service page
101.
#brightonseo
@staceycav
And
FFS,
no
dinosaurs.
102. #brightonseo
@staceycav
Thank
you
stacey.macnaught@tecmark.co.uk
@staceycav