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Content strategy needs to be like treacle

Part 1: Method for categorising website content using the "Hero, Hub & Hygiene" structure. Part 2: Method for analysing content ideas to make them more 'sticky' using the SUCCES framework. Originally delivered at the Figaro Paid Search & SEO Seminar on 10th November 2016.

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Content strategy needs to be like treacle

  1. 1. Content strategy needs to be like treacle.
  2. 2. Methods for brainstorming Methods for generating better ideas Methods for outreaching content Come talk to me afterwards  What we won’t be covering
  3. 3. Part 1: Disambiguate ‘content’ and introduce concept of ‘Hygiene,’ ‘Hub’ and ‘Hero’ as content classifications. Part 2: A framework for making your content like treacle.
  4. 4. More attention Better rankings More traffic More sales More revenue Why, what’s the point?
  5. 5. Part 1
  6. 6. Content; it’s the internet, stupid!
  7. 7. TitleContent; Hygiene, Hub & Hero Hygiene Hub Hero
  8. 8. TitleContent; Hygiene, Hub & Hero HubHero “Hero content” refers to the big, tent-pole events that are designed to provide a massive step-change to your audience growth. 84,784,253 views “Hub content” is regular, scheduled content that provides a reason to subscribe to a channel and return on a regular basis. Episodic and formatted series work best as hub content. 971,350 views https://www.youtube.com/watch?v=M7FIvfx5J10 https://www.youtube.com/watch?v=krQEinPk1ds
  9. 9. Content; Hygiene, Hub & Hero Hygiene Hygiene or “help content” means your channel’s basic, always-on videos. These could include tutorials that answer the most popular search queries in your content area. It can also be product demo videos. 8,694 views 84,784,253 views 971,350 views 8,694 viewshttps://www.youtube.com/watch?v=4rvjXez4TSQ
  10. 10. Reduces old ‘viral’ thinking of ‘fire and forget’. Content synergy: all content types cross-pollinate. Increases audience retention. Increases sales and revenue. Why?
  11. 11. TitleContent; Hygiene, Hub & Hero Hygiene Hub Hero
  12. 12. TitleContent; Hygiene, Hub & Hero SEO Content & Social PR
  13. 13. Title Subtitle Content; Hygiene The reason for your website’s existence. This is the stuff you want ranking in Google. Product / service / category pages. Be the most compelling answer to a searcher’s question Hygiene SEO
  14. 14. Content; Hub Your brand’s voice on- line. Content to keep in regular contact with existing audience. Valuable and engaging content. Usually content found in a blog. Hub Content & Social
  15. 15. Title Subtitle Content; Hero Expand your audience with ‘sticky’ hero content. Potential to really drive link equity. Produced on a less regular basis. More resource intensive. Hero PR
  16. 16. Part 2
  17. 17. We want our ‘hub’ and ‘hero’ content to generate links and attention, so we need to get sticky…
  18. 18. The S-U-C-C-E-Ss Framework for sticky content Unexpected Concrete Credible Emotional Story Driven Simple
  19. 19. Simple Simple = Core + Compact Single most important thing Profound like proverbs Use Schemas… Describe the film ‘Alien’ Jaws… in space
  20. 20. A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.
  21. 21. A pomelo is basically a supersized grapefruitwith a very thick and soft rind
  22. 22. Simple Simple = Core + Compact.
  23. 23. “The Curse of Knowledge” Ruiner of good ideas You know too much No empathy Tap, tap, tap…
  24. 24. Title Subtitle Unexpected Get attention: Surprise Turn people’s schema’s upside down Make it postdictable Hold attention: Interest Gap Theory of Curiosity
  25. 25. “Gap Theory” of Curiosity Open a knowledge gap Curiosity is a pain point Bad movies The pain of ‘Huh?’ The satisfaction of ‘Aha!’
  26. 26. Why the hell does click-bait work… given that it’s so annoying? “An eye-catching link on a website which encourages people to read on.” – Urban Dictionary
  27. 27. about shit that nobody cares about… number 7 will blow your mind, “11.5 things you didn’t know, cause your jaw to drop clean off, and make you wee a little bit.”
  28. 28. SPOILER! It's a swimming pool.
  29. 29. SPOILER! Some foods have a surprisingly high number of calories.
  30. 30. The promise of upsetting our schemas. ‘Huh?!’ reaction achieved. Knowledge gap of curiosity opened. Basic human need to acquire knowledge tapped. ‘Aha!’ payoff is rubbish. Schemas actually not challenged. Made to feel pain of curiosity without the satisfying payoff of acquiring new knowledge.
  31. 31. Unexpected Get their attention and hold it
  32. 32. Title Subtitle Concrete Make them understand and remember Do not speak in the abstract Don’t forget people don’t know what you know Put people in the story Use sensory references Make it real Write with the concreteness of a fable
  33. 33. One hot summer day a fox was strolling through an orchard. He saw a bunch of Grapes ripening high on a grape vine. “Just the thing to quench my thirst,” he said. Backing up a few paces, he took a run and jumped at the grapes, just missing. Turning around again, he ran faster and jumped again. Still a miss. Again and again he jumped, until at last he gave up out of exhaustion. Walking away with his nose in the air, he said: “I am sure they are sour.” It’s easy to despise what you can’t get.
  34. 34. Concrete Make them understand and remember
  35. 35. Credible Make them believe External credibility Authority Antiauthority Internal Credibility Use convincing details Statistics = relationships Testable credentials
  36. 36. Testable Credentials: “Where’s the beef?!”Ad campaign for Wendy’s in 1984 Original Ad Sequel Ad Credibility outsourced to the customers/audience https://www.youtube.com/watch?v=8dnUs2AqWvs https://www.youtube.com/watch?v=idnwh6iDnXA
  37. 37. Credible Make them believe
  38. 38. Title Subtitle Emotional Make them care Appeal to self-interest What’s in it for me? Maslow’s NON- hierarchy of needs Aspirational self-interest What’s in it for my group (identity)?
  39. 39. Transcendence: help others realise their potential Self-actualisation: realise our own potential, self- fulfillment, peak experiences Aesthetic: symmetry, order, beauty, balance Learning: know, understand, mentally connect Esteem: achieve, be competent, gain approval, independence, status Belonging: love, family, friends, affection Security: protection, safety, stability Physical: hunger, thirst, bodily comfort
  40. 40. Self interest isn’t the whole story. Principals may matter to us even when they violate our immediate self-interest. Equality Individualism Ideals about government Human rights
  41. 41. Emotional Make them care
  42. 42. Title Subtitle Story Driven Make them act 3 types of story that work: Challenge – overcome obstacles Connection – people getting along Creativity – inspiring new ways of thinking Stories are simulations that tell people how to act. Context for instructions.
  43. 43. Stories Make them act
  44. 44. Title Subtitle You don’t need them all, but in this case… more is more.
  45. 45. SUCCESs check-list for sticky content SUCCESs Yes / No Things to check Simple YES / NO Simple = Core + Compact Find core / is it profound / is it compact / are you using well-known schemas Unexpected YES / NO Get their attention & hold it Create mystery / Open a knowledge gap / break peoples’ guessing machine / is it postdictable Concrete YES / NO Make them understand & remember Remove abstract / use tangible schemas / put people in the story Credible YES / NO Make them believe External credibility (authority / antiauthority) / internal credibility (use convincing detail / statistics to show relationships / Sinatra Test / testable credentials) Emotional YES / NO Make them care Maslow’s NON hierarchy of needs: Physical, Security, Belonging, Esteem, Learning, Aesthetic, Self-Actualisation, Transcendence) Stories YES / NO Make them act The Challenge Plot (David & Goliath) / The Connection Plot (The Good Samaritan) / The Creativity Plot (Newton & the apple). Beware “The Curse of Knowledge!”
  46. 46. Title Subtitle Next Steps Buy book. Read book. Become more awesome. https://www.amazon.co.uk/Made-Stick- ideas-others-unstuck/dp/009950569X
  47. 47. Title Subtitle
  48. 48. Burying the lead
  49. 49. Make it stick.
  50. 50. Questions? Thank you! Anthony Tuite Head of Digital anthony@barracuda.digital https://uk.linkedin.com/in/anthonytuite web: barracuda.digital
  51. 51. The inspiration is a Biblical episode in which Samson kills a lion, and returning to its body, finds that a swarm of bees have assembled a honeycomb inside it. Implausible as this natural history may be, it inspired Lyle’s founder, Scottish businessman Abram Lyle, to put the lion and the phrase “Out of the strong came forth sweetness” on his novel sugar syrup (which was originally a waste byproduct of the sugar refining process).

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Part 1: Method for categorising website content using the "Hero, Hub & Hygiene" structure. Part 2: Method for analysing content ideas to make them more 'sticky' using the SUCCES framework. Originally delivered at the Figaro Paid Search & SEO Seminar on 10th November 2016.

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