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How to make your content more human

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Deep Crawl Webinar - 24th June 2020

There is so much noise online today. How do you achieve cut through? How do you ensure your message is actually understood? How do you balance this with SEO?
We’re going to take a deep dive into the importance of understanding your audience, understanding their language and writing to be inclusive and to drive conversions.
We’re going to balance this all with SEO in mind.

Key takeaways:
A model to understand your audience’s motivations and how to use this as a competitive advantage.
An understanding of comparative linguistics and how this helps you speak your audience’s language.
Four psychology led principles for writing better content.

Published in: Marketing
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How to make your content more human

  1. 1. How to make your content more human   Becky Simms
  2. 2. Content is at the heart of every strategy @BeckyReflect
  3. 3. But so are your audience @BeckyReflect
  4. 4. Humans @BeckyReflect
  5. 5. How often do you really put your human lens on content? @BeckyReflect
  6. 6. Today, i’m going to give you some new ways to look at content @BeckyReflect
  7. 7. To compliment your existing strategy @BeckyReflect
  8. 8. To work in harmony with your SEO strategy @BeckyReflect
  9. 9. Meet BERT @BeckyReflect
  10. 10. BERT has become an SEO icon. @BeckyReflect
  11. 11. A muppet has given us the gift of human content @BeckyReflect
  12. 12. Why BERT? @BeckyReflect
  13. 13. Bidirectional Encoder Representations from Transformers @BeckyReflect
  14. 14. According to Google it is the most important update in the last 5 years @BeckyReflect
  15. 15. I’d agree @BeckyReflect
  16. 16. Google have said… @BeckyReflect
  17. 17. These improvements are oriented around improving language understanding, particularly for more natural language/conversational queries, as BERT is able to help Search better understand the nuance and context of words in Searches and better match those queries with helpful results. Particularly for longer, more conversational queries, or searches where prepositions like “for” and “to” matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you. Google “ ”
  18. 18. This is AWESOME news @BeckyReflect
  19. 19. We can be more human @BeckyReflect
  20. 20. But, how does BERT work? @BeckyReflect
  21. 21. “You shall know a word by the company it keeps.” John Rupert Firth, Linguist, 1957
  22. 22. Examples of how words change depending on context @BeckyReflect
  23. 23. @BeckyReflect
  24. 24. We need to be focusing on the human behind the search phrase @BeckyReflect
  25. 25. We all get wrapped up in the algorithm @BeckyReflect
  26. 26. And we forget that to truly be good as SEO’s our job is to spark action from the users @BeckyReflect
  27. 27. I believe by understanding humans it will make us all better marketers @BeckyReflect
  28. 28. Question @BeckyReflect
  29. 29. How well do you know your audience? @BeckyReflect
  30. 30. Who am I describing? Both live in London Between 30 and 40 in age Both are millionaires Both are parents
  31. 31. Skepta Prince William
  32. 32. We are all different @BeckyReflect
  33. 33. Today is about
  34. 34. Helping to re-invigorate your editorial flare @BeckyReflect
  35. 35. Whilst keeping SEO at the forefront @BeckyReflect
  36. 36. By recognising that BERT (and Google) loves and understands human content @BeckyReflect
  37. 37. Let’s watch some website content in real life… @BeckyReflect
  38. 38. We don’t speak like that, do we? @BeckyReflect
  39. 39. I want you to think differently about content @BeckyReflect
  40. 40. Take a new focus @BeckyReflect
  41. 41. A human focus @BeckyReflect
  42. 42. Why? @BeckyReflect
  43. 43. Without this, you are failing your audience @BeckyReflect
  44. 44. Economists have realised that people don’t always respond predictably or rationally to things like price and value @BeckyReflect
  45. 45. Neuroscientists have discovered that all decisions are ‘weighed up’ emotionally – even logical ones @BeckyReflect
  46. 46. Digital Marketing has become so measurable @BeckyReflect
  47. 47. But is this focus at the expense of content? @BeckyReflect
  48. 48. I need to add a check to your SEO process @BeckyReflect
  49. 49. Define market Define audience(s) KWR Map to sales funnel *Uncover audience motivations* And so on… @BeckyReflect
  50. 50. I’m going to give you 30 seconds to think about what is most important to you about your career - one word answers
  51. 51. Mine could be: fame for the business, security, team happiness
  52. 52. LAB’s unique persona model Monkey Lion Dog Monkey represents your customer’s  desire to be aware, recognised, included and make a difference and our fear of being ignored or excluded. The dominant values are status, recognition and purpose. Lion represents your customer’s  desire to be competent and get our intentions met; we fear not being good enough. The dominant values are achievement and mastery. Dog represents your customer’s desire to feel connected to friends, teams and communities and our fear of being rejected. The dominant values are affiliation and authenticity. www.reflectdigital.co.uk/mld
  53. 53. Monkey Contextual Thinking & Feedback • Attention / Recognition • Status / Title / Ranking • Making a Difference • Leaving a Legacy • Fame / Anonymity • Purpose • Change / Variety • Spontaneity • Prestige / Exclusivity • Uncertainty / Surprise • Curiosity • Creativity
  54. 54. Lion Rational Thinking & Feedback • Control / Autonomy • Challenge / Achievement • Mastery / Competence • Improvement / Growth • Knowledge / Intelligence • Competence / Ability • Quality / Reliability • Money / Power • Courage • Credibility • Face / Logic • Qualification
  55. 55. Dog Emotional Thinking & Feedback • Connection • Affinity • Relationships / Friendship • Openness • Honesty / Transparency • Trust • Loyalty • Teamwork / Camaraderie • Community • Fairness / Empathy • Love / Affection • Empathy / Kindness
  56. 56. So how do we make our content more human? @BeckyReflect
  57. 57. And what is the impact? @BeckyReflect
  58. 58. Rankings @BeckyReflect
  59. 59. Increased conversions @BeckyReflect
  60. 60. And how can we speak our audience’s language? @BeckyReflect
  61. 61. We’ve been listening @BeckyReflect
  62. 62. Listening to what audiences are saying @BeckyReflect
  63. 63. Using comparative linguistic analysis (CLA) @BeckyReflect
  64. 64. We’ve been able to compare the trends pre and post covid-19 @BeckyReflect
  65. 65. We’ve seen that we have less to look forward to @BeckyReflect
  66. 66. In January people were 4.5x more likely to say they couldn’t wait to get paid @BeckyReflect
  67. 67. Leading to a higher demand for immediate gratification @BeckyReflect
  68. 68. For many of us we’ve been sharing our final straw @BeckyReflect
  69. 69. Talking in a ‘final type context’ e.g. I will never @BeckyReflect
  70. 70. People were 6.1x more likely to be talking about delivery in April compared to March @BeckyReflect
  71. 71. The phrase customer service has been mentioned 1252x more during lockdown @BeckyReflect
  72. 72. We also used CLA with a gaming business to compare UK and US gamers @BeckyReflect
  73. 73. US Gamers are 8.3x more likely to talk about pay, money, debts and bills @BeckyReflect
  74. 74. @BeckyReflect US Gamers are 15.5x more likely to talk about tournaments and competitive gaming
  75. 75. We can use CLA to compare any unstructured language data @BeckyReflect
  76. 76. This could be location based like the gaming example @BeckyReflect
  77. 77. Demographic focused @BeckyReflect
  78. 78. Or like the covid example time based @BeckyReflect
  79. 79. The purpose of this is to drive relevancy @BeckyReflect
  80. 80. We’re going to look at neuro-driven content @BeckyReflect
  81. 81. We’re going to cover 4 types of language @BeckyReflect
  82. 82. Firstly, uninspiring language And you’ll be amazed how often it is used. @BeckyReflect
  83. 83. I bet most of us are criminal of the video I played earlier
  84. 84. Your content needs to be sticky @BeckyReflect
  85. 85. Memorable @BeckyReflect
  86. 86. It needs to evoke emotion @BeckyReflect
  87. 87. Secondly, the balance between self obsessed and self less language @BeckyReflect
  88. 88. You need to ensure your content is ‘outside in’ versus ‘inside out’
  89. 89. Thirdly, static versus dynamic language @BeckyReflect
  90. 90. You may not realise it, but through content we have a lot of power @BeckyReflect
  91. 91. Let me take you to Florida @BeckyReflect
  92. 92. Actually, let me introduce you to John Bargh who in 1996 ran an experiment that has become known as the Florida Effect @BeckyReflect
  93. 93. Group one Group two Bald, wrinkled, arthritis, Florida, forgetful Random words @BeckyReflect
  94. 94. And finally visual, auditory and kinesthetic language @BeckyReflect
  95. 95. VAK Visual “I see what you mean” Kinesthetic “It feels to me like…” Auditory “I hear what you’re saying” @BeckyReflect
  96. 96. We need to learn how to master content that sparks emotion and action @BeckyReflect
  97. 97. It is like Christmas today @BeckyReflect
  98. 98. ratemycontent.co.uk
  99. 99. SCORE ?
  100. 100. SCORE ? SCORE ?
  101. 101. SCORE ? SCORE ? SCORE ?
  102. 102. ? words ? words ? words SCORE ? SCORE ? SCORE ?
  103. 103. Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  104. 104. SCORE Boring Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  105. 105. SCORE Boring SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  106. 106. SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  107. 107. 16 words 0 words 5 words SCORE Boring SCORE Selfish SCORE Static Porsche 911 Carrera porsche.com/uk/models/911/911-carrera-models
  108. 108. Compare The Market comparethemarket.com/car-insurance
  109. 109. Compare The Market comparethemarket.com/car-insurance SCORE Engaging
  110. 110. Compare The Market comparethemarket.com/car-insurance SCORE Engaging SCORE Dynamic
  111. 111. Compare The Market comparethemarket.com/car-insurance SCORE Engaging SCORE Selfless SCORE Dynamic
  112. 112. Compare The Market comparethemarket.com/car-insurance 4 words 3 words 0 words SCORE Engaging SCORE Selfless SCORE Dynamic
  113. 113. Over 650 B2B webpages have been run through Rate My Content.
  114. 114. The results might shock you @BeckyReflect
  115. 115. 45% of B2B content scored BORING
  116. 116. Only 13% achieved an engaging score
  117. 117. 70% of B2B content was static
  118. 118. 40% of B2B content was selfish
  119. 119. So far we have analysed 100 entertainment and leisure sites
  120. 120. 52% of these sites achieved a BORING score
  121. 121. 82% of this content was static
  122. 122. 48% of this content was selfish
  123. 123. Top 9 tips To make your content more human
  124. 124. Be more descriptive and fun.  Play with your language, humans find descriptive words more engaging to read.  TIP 1 @BeckyReflect
  125. 125. Think about bringing emotion to your content. What feelings does your product or service evoke, can you use this? TIP 2 @BeckyReflect
  126. 126. Be outside in, not inside out. Think about your audience’s challenges and needs first, before broadcasting what you do. TIP 3 @BeckyReflect
  127. 127. Think about context not just explaining the features.  What is the impact? TIP 4 @BeckyReflect
  128. 128. TIP 5 Consider how you can include visual, auditory & kinesthetic language. E.g. see, show, dream, horizon, observe, foresee etc. E.g. announce, hear, mention, state, tell, listen etc. E.g. feel, motion, build, support, foundation, active etc. @BeckyReflect
  129. 129. Balance Remember Google understands context more than ever before. Ensuring the right balance between human first content and the right signals for Google is imperative. TIP 6 @BeckyReflect
  130. 130. Consider how you can get closer to your audience’s language. How can you reflect their choice of language and match their trends to be more relevant. TIP 7 @BeckyReflect
  131. 131. Motivations Remember you are attracting the attention of humans. Think about their intrinsic motivations and how you can use this to draw them in. TIP 8 @BeckyReflect
  132. 132. Through content you have the power to affect your user’s behaviour - be aware of this TIP 9 @BeckyReflect
  133. 133. Let me tie this altogether
  134. 134. We’ve learnt about @BeckyReflect
  135. 135. Humans and how to think about their motivations @BeckyReflect
  136. 136. Language, but not in a boring English lesson way, we’ve learnt... @BeckyReflect
  137. 137. How by using CLA we can uncover targeted language and demographic led trends. @BeckyReflect
  138. 138. How we need to use more colourful language to be sticky, memorable, and to evoke emotion @BeckyReflect
  139. 139. We need to balance ourselves and our audience @BeckyReflect
  140. 140. We need to balance the why and what of the current situation with the future and the so what. We need to balance the detail and the context. @BeckyReflect
  141. 141. Finally, we need to be conscious to use a variety of visual, auditory and kinesthetic language. 
  142. 142. On that note...
  143. 143. It has been great to virtually see you all today. @BeckyReflect
  144. 144. Thank you for listening.  I really hope you have heard at least one thing that you can implement tomorrow. @BeckyReflect
  145. 145. I hope I have been able to shift your view on content. And that I have made an impact on how you think and interact with others.  Bert @BeckyReflect
  146. 146. Ernie… how did we do? @BeckyReflect
  147. 147. @BeckyReflect
  148. 148. Download the slides reflectdigital.co.uk/deepcrawl Rate your content ratemycontent.co.uk @BeckyReflect Thank you

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