Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SearchLove Boston 2019 - Ross Simmonds - How To Identify Content Opportunities Worth Chasing

317 views

Published on

Whether you're trying to generate leads, links, shares or more traffic - identifying great content opportunities is an important part of any content marketing effort. In this talk, Ross will share tried & tested techniques along with some clear examples of how these efforts can help any marketer in any industry uncover opportunities worth chasing.

  • Be the first to comment

SearchLove Boston 2019 - Ross Simmonds - How To Identify Content Opportunities Worth Chasing

  1. 1. How To Identify Content Opportunities Worth Chasing Ross Simmonds | Foundation Marketing
  2. 2. #SearchLove @TheCoolestCool
  3. 3. #SearchLove @TheCoolestCool
  4. 4. #SearchLove @TheCoolestCool
  5. 5. #SearchLove @TheCoolestCool
  6. 6. #SearchLove @TheCoolestCool
  7. 7. #SearchLove @TheCoolestCool
  8. 8. #SearchLove @TheCoolestCool
  9. 9. There’s No Better Dashboard…
  10. 10. #SearchLove @TheCoolestCool
  11. 11. #SearchLove @TheCoolestCool
  12. 12. #SearchLove @TheCoolestCool
  13. 13. Or like this…
  14. 14. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on Goal of Effort Find the content that your audience wants most Measure how your audience responds to the content
  15. 15. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most Measure how your audience responds to the content
  16. 16. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on What channels do they spend time on? What does well? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most Measure how your audience responds to the content
  17. 17. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on What channels do they spend time on? What does well? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights
  18. 18. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on What channels do they spend time on? What does well? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights Measure how your audience responds to the content Can this be remixed further? How can we remix at scale? 4+ weeks Results Metrics (Leads, Media, Backlinks, Traffic & Sales) Create a content engine around the concept
  19. 19. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market Fit Find the channel your audience spends time on What channels do they spend time on? What does well? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights Measure how your audience responds to the content Can this be remixed further? How can we remix at scale? 4+ weeks Results Metrics (Leads, Media, Backlinks, Traffic & Sales) Create a content engine around the concept Content – User FitChannel – User Fit
  20. 20. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitChannel – User Fit Find the channel your audience spends time on What channels do they spend time on? What does well? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights Measure how your audience responds to the content Can this be remixed further? How can we remix at scale? 4+ weeks Results Metrics (Leads, Media, Backlinks, Traffic & Sales) Create a content engine around the concept
  21. 21. KEYWORD RESEARCH IS STILL A VERY, VERY VALUABLE WAY TO UNCOVER CONTENT WORTH CHASING (It’s just not the only way)
  22. 22. Research. Rethink. Remix.
  23. 23. #SearchLove @TheCoolestCool
  24. 24. Top Posts From Hacker News #SearchLove @TheCoolestCool
  25. 25. Top Posts From Growth Hackers
  26. 26. Sort Content By The Most Engaging Posts In A Community #SearchLove @TheCoolestCool
  27. 27. Use Quora Ads Manager To Uncover Relevant Topics
  28. 28. Sorted the content by the top posts… RESEARCH
  29. 29. RESEARCH:
  30. 30. RESEARCH: RETHINK: Elon Musk Quotes 11,000 /mos Elon Musk + Books 10,500 /mos Elon Musk Resume 6,600 /mos Elon Musk Memes 10,600 /mos How Did Elon Make Money 4,600 /mos
  31. 31. RESEARCH: RETHINK: Elon Musk Quotes 11,000 /mos Elon Musk + Books 10,500 /mos Elon Musk Resume 6,600 /mos Elon Musk Memes 10,600 /mos How Did Elon Make Money 4,600 /mos
  32. 32. #SearchLove @TheCoolestCool
  33. 33. #SearchLove @TheCoolestCool
  34. 34. Have You Heard Of Product Hunt?
  35. 35. Great Products Have Launched And Got Their Start There…
  36. 36. Great Products Have Launched And Got Their Start There…
  37. 37. THIS IS YOUR SHOT… YOUR OPPORTUNITY… YOUR MOMENT…
  38. 38. Some Of These Dead Products Were Actually Just Really Good Content….
  39. 39. #SearchLove @TheCoolestCool
  40. 40. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitUser – Channel Fit Find the channel your audience spends time on What content resonates? What type of content? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights Measure how your audience responds to the content What format works best? Can this be remixed further? 2+ weeks Results Metrics (Leads, Media, Backlinks, Traffic & Sales) Create a content engine around the concept
  41. 41. Research The Topics That Matter To Your Audience
  42. 42. There are MILLIONS of Facebook Groups #SearchLove @TheCoolestCool
  43. 43. Check out The “BINO POSTS SCRAPER” #SearchLove @TheCoolestCool
  44. 44. #SearchLove @TheCoolestCool
  45. 45. #SearchLove @TheCoolestCool
  46. 46. The List & Review Strategy
  47. 47. Research Rethink Remix
  48. 48. The Keyword Glossary Strategy
  49. 49. #SearchLove @TheCoolestCool
  50. 50. Shout Out To Mary Meeker
  51. 51. You Can Pay To Get A Look At The Actual Site For Sale… #SearchLove @TheCoolestCool
  52. 52. #SearchLove @TheCoolestCool
  53. 53. Research Rethink Remix. Step-by-Step Guide To Coming Up With Great Content Ideas What ideas should you chase? What’s the best angle? What’s the best format? Experiment Growth Content – Market FitContent – User FitUser – Channel Fit Find the channel your audience spends time on What content resonates? What type of content? 1-4 days Activity Metrics (Search Volume, Subscribers, Followers, etc) Rethink how you can better serve this audience. Goal of Effort Question To Ask Timeline Key Metric Next Step Find the content that your audience wants most What topics resonates? What stories connect? 1-2 weeks Engagement Metrics (Upvotes, Links, Shares, Comments & Press) Create a remix based on research and insights Measure how your audience responds to the content What format works best? Can this be remixed further? 2+ weeks Results Metrics (Leads, Media, Backlinks, Traffic & Sales) Create a content engine around the concept
  54. 54. XX Ways To Uncover Content Ideas Worth Chasing: Research The Top Domains On Reddit Research The Top Content On Reddit Analyze Tri-Grams Of Popular Reddit Posts Analyze The SERP For Relevant Keywords Research Most Linked Articles (Across Industry) Research Most Shared Articles (Across Industry) Research Popular Topics In FB Groups Research What Pages Matter To Brands Research Top Content On Quora Getting Traffic Steal The Glossary Strategy Steal The List & Review Strategy Use Flippa/Empire Hunter For Inspo Visit The Search For Insight Steal The Modifier Strategy Research. Rethink. Revisit. #SearchLove | @TheCoolestCool
  55. 55. #SearchLove @TheCoolestCool
  56. 56. #SearchLove @TheCoolestCool
  57. 57. And IF that’s still feeling crowded… If that still feels like you have TOO MANY ideas, concepts & tactics. You’re in luck. #SearchLove @TheCoolestCool

×