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Brighton SEO - Hygiene, Hub, Hero Content
- 1. Jade Tolley ZAZZLE MEDIA The Only Content Types You Need: Hub, Hygiene & Hero @pugdinosaur
- 2. 2 BRIGHTONSEO2017 THE ONLY CONTENT TYPES YOU NEED: Hub, Hygiene and Hero @pugdinosaur • @zazzlemedia • #brightonseo
- 3. 3 BRIGHTONSEO2017 A little bit about me… @pugdinosaur • @zazzlemedia • #brightonseo
- 4. 5 BRIGHTONSEO2017 They say there’s no school like the old school… @pugdinosaur • @zazzlemedia • #brightonseo
- 5. 6 BRIGHTONSEO2017 I disagree… @pugdinosaur • @zazzlemedia • #brightonseo
- 6. 7 BRIGHTONSEO2017 Brand as Publisher @pugdinosaur • @zazzlemedia • #brightonseo
- 7. 8 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 8. 9 BRIGHTONSEO2017 Print advertising is expected to have lost £1billion of its revenue between 2011 and 2019 @pugdinosaur • @zazzlemedia • #brightonseo
- 9. 10 BRIGHTONSEO2017 So what should I be doing now? @pugdinosaur • @zazzlemedia • #brightonseo
- 10. 11 BRIGHTONSEO2017 HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo
- 11. 12 BRIGHTONSEO2017 HYGIENE HUB @pugdinosaur • @zazzlemedia • #brightonseo
- 12. 13 BRIGHTONSEO2017 HYGIENE HUB HERO @pugdinosaur • @zazzlemedia • #brightonseo
- 13. 14 BRIGHTONSEO2017 HYGIENE HUB HERO Category content. Guides. @pugdinosaur • @zazzlemedia • #brightonseo
- 14. 15 BRIGHTONSEO2017 HYGIENE HUB HERO Blog content. On page portals. @pugdinosaur • @zazzlemedia • #brightonseo Category content. Guides.
- 15. 16 BRIGHTONSEO2017 HYGIENE HUB HERO Interactive pieces. Video. Infographics. @pugdinosaur • @zazzlemedia • #brightonseo Blog content. On page portals. Category content. Guides.
- 16. 17 BRIGHTONSEO2017 But why? @pugdinosaur • @zazzlemedia • #brightonseo
- 17. 18 BRIGHTONSEO2017 HYGIENE Targets search. Converts sales. @pugdinosaur • @zazzlemedia • #brightonseo
- 18. 19 BRIGHTONSEO2017 HUB Engages demographic. Creates community. HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo Targets search. Converts sales.
- 19. 20 BRIGHTONSEO2017 HUB HERO Brand awareness. Highly shareable. HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo HUB Engages demographic. Creates community. Targets search. Converts sales.
- 20. 21 BRIGHTONSEO2017 How do I work these into my content plan? @pugdinosaur • @zazzlemedia • #brightonseo
- 21. 22 BRIGHTONSEO2017 Example: Has recently re-branded and wants to capture more search. Has a blog but only talks about promotions. @pugdinosaur • @zazzlemedia • #brightonseo
- 23. 24 BRIGHTONSEO2017 • Single • Social media exec • Recently graduated uni • Wants to be stronger and fitter • Posts workout pictures on social media • Likes to read informative content • Uses the internet a lot Chloe, 23
- 24. 25 BRIGHTONSEO2017 • Separated • Bouncer at busy nightclub • Interested in bulking up at the gym • Works mainly on arms • Wants to know how to get bigger quicker Dave, 31
- 25. 26 BRIGHTONSEO2017 • Married, one child • Accountant • Enjoys skimmable content • Always talks about joining a gym but works away from home, so not committed yet • Sees exercise as a productive way to spend free time • Needs flexible gym membership John, 36
- 26. 27 BRIGHTONSEO2017 Micro Moments @pugdinosaur • @zazzlemedia • #brightonseo
- 27. 28 BRIGHTONSEO2017 Micro moments I want to know Should I commit and join the gym? @pugdinosaur • @zazzlemedia • #brightonseo
- 28. 29 BRIGHTONSEO2017 Micro moments I want to buy A cheap flexible gym membership. @pugdinosaur • @zazzlemedia • #brightonseo
- 29. 30 BRIGHTONSEO2017 Micro moments I want to do Lose weight and get abs. @pugdinosaur • @zazzlemedia • #brightonseo
- 30. 31 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 32. 33 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 33. 34 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 34. 35 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 35. 36 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 36. 37 BRIGHTONSEO2017 Businesses that blog have 97% more inbound links Source: Hubspot @pugdinosaur • @zazzlemedia • #brightonseo
- 37. 38 BRIGHTONSEO2017 HUB @pugdinosaur • @zazzlemedia • #brightonseo
- 38. 39 BRIGHTONSEO2017 Long form content of more than 1,000 words receives more shares and likes consistently than shorter content. Source: Moz & Buzzsumo @pugdinosaur • @zazzlemedia • #brightonseo
- 39. 40 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: @pugdinosaur • @zazzlemedia • #brightonseo
- 40. 41 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images @pugdinosaur • @zazzlemedia • #brightonseo
- 41. 42 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video @pugdinosaur • @zazzlemedia • #brightonseo
- 42. 43 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video • Interviews @pugdinosaur • @zazzlemedia • #brightonseo
- 43. 44 BRIGHTONSEO2017 Do HUB content with a difference It’s not just text on a page! You will also need: • Images • Video • Interviews • Guest Posts @pugdinosaur • @zazzlemedia • #brightonseo
- 46. 47 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: @pugdinosaur • @zazzlemedia • #brightonseo
- 47. 48 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: How to lose weight at the gym – 720 searches @pugdinosaur • @zazzlemedia • #brightonseo
- 48. 49 BRIGHTONSEO2017 HUB – Blog Post examples Jumping on that long tail search: How to lose weight at the gym – 720 searches Gym workouts to lose weight – 480 searches @pugdinosaur • @zazzlemedia • #brightonseo
- 49. 50 BRIGHTONSEO2017 Jumping on that long tail search: How to lose weight at the gym – 720 searches Gym workouts to lose weight – 480 searches What to do at the gym to lose weight – 320 searches HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
- 50. 51 BRIGHTONSEO2017 HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
- 51. 52 BRIGHTONSEO2017 HUB – Blog Post examples 10 super quick gym workouts to lose weight @pugdinosaur • @zazzlemedia • #brightonseo
- 52. 53 BRIGHTONSEO2017 HUB – Blog Post examples What to do at the gym to lose weight and make friends @pugdinosaur • @zazzlemedia • #brightonseo
- 53. 54 BRIGHTONSEO2017 How to lose weight at the gym: The five step guide HUB – Blog Post examples @pugdinosaur • @zazzlemedia • #brightonseo
- 55. 56 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo join a gym 110 how to join a gym 70 how much does it cost to join a gym 30 24 hour gym near me 4,400 24/7 gym 1,000 30 minute gym workout 260 30 day gym workout plan 140 ab machines at the gym 480 abs routine gym 40 ab workouts gym 110 3 day gym routine 110 best cardio machine at the gym 170 gym workouts to lose weight 480 what to do at the gym to lose weight 320 how to lose weight at the gym 720
- 56. 57 BRIGHTONSEO2017 Micro moments I want to do Lose weight and get abs. @pugdinosaur • @zazzlemedia • #brightonseo
- 58. 59 BRIGHTONSEO2017 When should I write hub content?
- 59. 60 BRIGHTONSEO2017 Plan in at least one piece of hub content a week. @pugdinosaur • @zazzlemedia • #brightonseo
- 61. 62 BRIGHTONSEO2017 Look at news/industry events. Jump on reactive/trending pieces. @pugdinosaur • @zazzlemedia • #brightonseo
- 62. 63 BRIGHTONSEO2017 Focus larger portal ideas around key search peaks in the calendar. @pugdinosaur • @zazzlemedia • #brightonseo
- 63. 64 BRIGHTONSEO2017 Make it seasonal too – target relevant long tail search. @pugdinosaur • @zazzlemedia • #brightonseo
- 64. 65 BRIGHTONSEO2017 What do I do with it once it’s written? @pugdinosaur • @zazzlemedia • #brightonseo
- 65. 66 BRIGHTONSEO2017 SHARE IT @pugdinosaur • @zazzlemedia • #brightonseo
- 66. 67 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 67. 68 BRIGHTONSEO2017 HYGIENE @pugdinosaur • @zazzlemedia • #brightonseo
- 68. 69 BRIGHTONSEO2017 Where does it go? @pugdinosaur • @zazzlemedia • #brightonseo
- 69. 70 BRIGHTONSEO2017 47% of consumers view 3-5 pieces of content created by a company before buying. Source: Demand Gen Report @pugdinosaur • @zazzlemedia • #brightonseo
- 70. 71 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 71. 72 BRIGHTONSEO2017 Hygiene Target search and grab Google answer boxes off the big boys. Put your brand forward as the expert content source. Capture primary search terms but also target some long tail too. @pugdinosaur • @zazzlemedia • #brightonseo
- 72. 73 BRIGHTONSEO2017 Some good sites to check out later: FAQ Fox Answerthepublic Bloomberry Storybase @pugdinosaur • @zazzlemedia • #brightonseo
- 73. 74 BRIGHTONSEO2017 Content you need to beat Search term: How to join a gym 70 avg. monthly searches @pugdinosaur • @zazzlemedia • #brightonseo
- 74. 75 BRIGHTONSEO2017 • Married, one child • Accountant • Enjoys skimmable content • Always talks about joining a gym but works away from home a lot, so not committed yet • Sees exercise as a productive way to spend free time • Needs flexible gym membership John, 36
- 75. 76 BRIGHTONSEO2017 Content you need to beat @pugdinosaur • @zazzlemedia • #brightonseo
- 76. 77 BRIGHTONSEO2017 Content you need to beat @pugdinosaur • @zazzlemedia • #brightonseo
- 78. 79 BRIGHTONSEO2017 Hygiene Guide – How to Join a Gym URL: https://jadesgym.co.uk/how-to-join-a- gym Meta title: How To Join A Gym | Jade’s Gym
- 79. 80 BRIGHTONSEO2017 How to join a gym – 70 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
- 80. 81 BRIGHTONSEO2017 How to join a gym – 70 searches How much does it cost to join a gym? – 30 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
- 81. 82 BRIGHTONSEO2017 How to join a gym – 70 searches How much does it cost to join a gym? – 30 searches 24/7 gym – 1,100 searches @pugdinosaur • @zazzlemedia • #brightonseo Hygiene Guide – How to Join a Gym
- 83. 84 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 84. 85 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 88. 89 BRIGHTONSEO2017 HERO @pugdinosaur • @zazzlemedia • #brightonseo
- 89. 90 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 90. 91 BRIGHTONSEO2017 Real life hero content example: The First Direct Burger Van @pugdinosaur • @zazzlemedia • #brightonseo
- 95. 96 BRIGHTONSEO2017 Our BIG HERO idea @pugdinosaur • @zazzlemedia • #brightonseo
- 96. 97 BRIGHTONSEO2017 The Superhero Challenge @pugdinosaur • @zazzlemedia • #brightonseo
- 97. 98 BRIGHTONSEO2017 Jade’s Gym – Superhero Challenge People take on the challenge to train like superheroes. They eat, sleep and exercise like celebrities did, to prepare for their roles. @pugdinosaur • @zazzlemedia • #brightonseo
- 98. 99 BRIGHTONSEO2017 @pugdinosaur • @zazzlemedia • #brightonseo
- 99. 100 BRIGHTONSEO2017 Follow up Survey around people’s gym habits throughout the year @pugdinosaur • @zazzlemedia • #brightonseo
- 100. 101 BRIGHTONSEO2017
- 101. 102 BRIGHTONSEO2017 Link your hero piece back to hub: Guides on motivation Quick workouts to keep you going Packing checklist for the gym Follow up
- 102. 103 BRIGHTONSEO2017 As well as the main hero piece You’ll need: @pugdinosaur • @zazzlemedia • #brightonseo
- 103. 104 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • A supporting blog post, targeting search terms @pugdinosaur • @zazzlemedia • #brightonseo
- 104. 105 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • A supporting blog post, targeting search terms • A feature to sit on a high profile site @pugdinosaur • @zazzlemedia • #brightonseo
- 105. 106 BRIGHTONSEO2017
- 106. 107 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • Press releases to pass to sites who want to do their own write up @pugdinosaur • @zazzlemedia • #brightonseo
- 107. 108 BRIGHTONSEO2017 As well as the main hero piece You’ll need: • Press releases to pass to sites who want to do their own write up • Shorter edits of any videos to sit on social media @pugdinosaur • @zazzlemedia • #brightonseo
- 108. 109 BRIGHTONSEO2017 And we are done… Now it’s your turn! @pugdinosaur • @zazzlemedia • #brightonseo
Editor's Notes
- Hi everyone and thank you for joining me today to talk about
- Hub hygiene and hero content and why you need to implement these concepts into your content plan
- Basics first. I am a Senior Content Editor at Zazzle Media but I started my career in publishing, chasing advertising for a trade magazine. I thought I was going to be a big shot editor one day like Meryl Streep in the Devil Wears Prada
- So as the saying goes….there’s no school like the old school
- But I disagree
- Brand as publisher was coined by our very own MD Simon Penson and basically means writing for your brand as if you were a print publication. It involves including a variety of different types of content and focusing on content flow, which means ensuring different content types work together and support one another. A magazine wouldn’t just feature long pages of text, there’s photoshoots, imagery, polls I think brand as publisher was a lightbulb moment for digital marketing
- It means writing a range of content spanning across a variety of styles and niches to draw readers in and keep them engaged. And with the world of digital we have instant access to platforms that allow us to get our content out there immediately – namely your website.
- READ SLIDE Scary figure. Still a place for print, but only if demographic is particularly receptive to it. And even if it is, brands really need to be thinking about digital
- You’re all here because you work in digital marketing and you no doubt have a good grasp of how to plan content and the sort of thing you should be writing but today I wanted to talk to you about the three main types of content we use at Zazzle that are particularly effective, that support our brand as publisher mantra. You can apply them to your content plans to broaden out your reach and get results. So these are
- And hero. They sound nice, right? But what do these words each involve content wise?
- It’s the evergreen stuff that shouldn’t change. It needs to be clear, easy to read and tap into the keywords you want to target.
- When it comes to hub content this covers everything from basic blog posts, to ‘how’ to posts to portals that give readers a host of information about an event or topic. Hub and hygiene can intertwine sometimes and that’s okay, as long as your content is engaging and still targeting key terms.
- Finally hero is the type of content us agencies love to sink our teeth into and shout about once it’s live. It’s the big bang content that gets shared on Facebook not just by your Mum but that people actually engage with and take something away from.
- So why are we focusing on these three main content types?
- Well hygiene is about being present where your consumers looking – so search engines and even social – and putting content together that they want. It’s purely technical content so you’ll be tailoring a lot of your content to squeeze in as many keywords as you can and steal answer boxes from competitors
- Hub is there to represent the brand – it should encourage people to keep coming back for more. It’s where you put your brand forward as the place for answers and as an active member of the community for the industry it resides in. It’s also a good place to target longtail search terms to pull in a wider demographic.
- Finally, hero is also for brand awareness – it’s the fun stuff, the project work that you plan into the calendar and have ready for that next big event.
- So, how do we get these content types into that plan.
- I’m going to use a fictional company with a really clever name. But I’m going to show you some hub hero and hygiene examples that the brand could put together. But first, we need to know who we’re actually writing it for
- Which means it’s time to play ‘who’s that demographic!’
- We can pull together a whole host of data about who is likely to read our content. And here we have three lovely individuals who are searching for all those key terms we want to target to get in that funnel. Chloe
- Now that we’ve got our personas, we need to find out what the micro moments are that will engage with them. Micro moments can really help when putting together content ideas. They give you something to refer back to – to ensure you’re always pulling together concepts that are going to appeal to your target audience. Keep these in mind at all times. Here are some examples of micro moments for Jade’s Gym’s personas
- Then of course, you’ll also need some keyword research. This is just a snapshot of what you could put together.
- So Jade’s Gym wants to get people into the funnel to actually sign up for a membership and so it needs to target keywords that people just dipping their toes into exercise are searching for.
- From this list one of the first things we can see that there is a lot of opportunity around abs as well as the basic weight loss and workout stuff.
- Something to bear in mind for later.
- READ SLIDE That’s pretty impressive, which is why you need to take that keyword research and getting cracking on your hub content. I’d say this is the content to nail first, it’s the basis for your calendar and the main destination for those looking for content to land on your page.
- Think of your hub like a magazine. It will essentially be the blog section on your website. But forget about the news updates, it’s time to make it your opportunity to truly convey your brand. Nail TOV and people will stay engaged.
- First, it’s worth noting that longer length content is having a moment. Google likes it, it allows you more freedom to include more keywords and to write naturally around the subject. But it also pays to experiment with hub content, don’t oversaturate it with text.
- Many brands are afraid to make a short video or an infographic for fear of it not doing well but the hub section is the perfect spot to test the water and see what people are receptive to. To make it great, you’re going to need
- You want to be seen as the go to place for content. But remember people want variety and they’ll keep coming back if you can offer them something new.
- When it comes to hub content I think ASOS is a good example. The brand has a physical magazine but it also posts articles to its fashion and news feed that taps into key events, trends and keeps people updated.
- They then actively share this stuff on social media which is so important – but we’ll come to that later. With all this inspiration and the basics done, let’s put take a look at some hub ideas for Jade’s Gym.
- I’d recommend taking another look at your basic blog ideas. Blogposts are great for dotting throughout your calendar amongst wider pieces. By targeting those longtail search opportunities you’ll give yourself the opportunity to create content that speaks for your brand and engages with the right people. So here are some examples of what I’d look at including for these basic posts
- They don’t have to be huge search volumes like your primary keywords, when it comes to hub treat it as an opportunity to capture a wider demographic and then wow them with your brand and fun content.
- So when it comes to titles, get the basics sorted first and get these search terms in the titles
- Bear in mind what we said about length too earlier, we’re discovering that longer content is performing better so try to make these blogposts as in depth and engaging and relevant as possible. So as well as blogs we’ve also got portals…
- Like this one I made earlier. A portal is great for creating a space on your site, perhaps on a whole separate page to your blog, where you can focus on longtail search, key events and update regularly over a long period of time.
- We noted earlier there was opportunity around abs and so this is why we’re putting this piece together. There was also that micro moment too based on what our demographics are searching for.
- So this portal can feature a whole host of content making it a go to place for those interested in getting abs. Including free workouts and videos that people can sign up for to receive – capture some email too. You could also team up with a couple of influencers to increase engagement and awareness as they’ll share it too. A dietician could help with an easy to follow diet plan for a certain amount of weeks. You want this portal to feature everything the reader is going to be looking for so they don’t go anywhere else. This is why the hub content principle is better than your usual blog calendar, while it requires a little more work you’ll reap the rewards later when people keep coming back for instalments of your content.
- SHARE IT Please please please share it. Get it on your brand’s social media, get your Nan to tell her hairdresser, have it guest posted on another website – whatever you do with your hub content just ensure you share it on everything as well as your website.
- Your hub is fodder for your social media and offers a two way conversation with customers. It gives your brand a voice that it can use to comment on the industry or get people excited for an event or new release. Never underestimate the opportunity having amazing content on your website can bring about.
- Once you have your hub content in place, it’s time to focus on that all important hygiene. This content type is all about being present where your customers are looking to ensure the best chance of capturing their search.
- Hygiene doesn’t sit on your blog. Instead you should be creating separate pages for this content, which also allows you the opportunity to capture search via your URLs and meta title.
- READ SLIDE Hygiene is all about answering your potential customer’s questions, providing content that they need and I think longform guides are the easiest way of capitalising on this. Use your hygiene as an opportunity to put your business forward as a true expert.
- Your readers want their time spent reading your hygiene content to be quick and simple and they want you to point them in the right direction towards moving further down the funnel. It may not be today or tomorrow but good hygiene content will answer those questions making you a trustworthy choice in their minds.
- So to sum up. Easy, right?
- So before we get into the nitty gritty of things, I wanted to flag these helpful sites that I use to help determine what I need to be writing about – on top of that keyword research we did earlier. These sites all give you a little more than keywords can. Answerthepublic for example lets you type in a keyword then shows you what questions are being asked in relation to it.
- It’s also a good idea to consider what content is already out there you need to beat. For Jade’s Gym we could go after this search term, targeting those ‘I want to buy’ micro moments and those people within our demographic that are just starting to consider joining a gym.
- This guy.
- So we can see that Straight Health are currently hogging the answer box for this term.
- And using SERPS we can see that these are the top 10 contenders. Time to oust them with some amazing hygiene content then. Which brings us to our first hygiene guide example.
- Jumping back to our earlier note that hygiene is all about putting your brand forward as the expert and trustworthy source for information – as well as capturing search – this would be the perfect piece for Jade’s Gym to put together.
- URL and meta title examples… It can feature plenty of keywords
- We can get all of these search terms in our H2s.
- And the piece will essentially be a full breakdown, answering all the questions people could possibly have about joining a gym.
- So as well as that main search term we can also target those ab related ones again. I used Bloomberry to pull together a round up of the type of questions being asked around the search.
- With this in mind, I’d be looking to create a hygiene piece that answers them.
- Which brings us to the gym machine breakdown guide. Gym machines are basically torture devices in most people’s eyes so this guide would allow Jade’s Gym to stretch the niche out but still bring in those search terms. It would be a comprehensive guide – people love these – detailing each machine you can use at the gym.
- It would essentially be a breakdown piece, with plenty of visual elements to keep people engaged and give them something to reference. You can get a little technical and also teach them what muscles are being targeted and branch out to suggest some exercises to try out. It will serve as an engaging guide that puts Jade’s Gym forward as a thought leader and a brand that is there to support its customers and community.
- So that’s hygiene done. We’re whizzing through this.
- Finally, we’ve got hero. Surprise and delight is the aim of the game here
- Hero is much harder to execute but when it goes well you’ll enjoy a huge spike in your engagement. Hero allows you to stretch the boundaries but you need a team that’s on the same page as well as access to the resources required to pull such a significant piece of content off. Use your hub platform too, to tie into hero pieces and offer a wider reach and even more engagement.
- Let’s take a look at a real life example of a well executed piece of hero content. First Direct set up a fast food van without staff
- But those attempting to place an order discovered the automated machine wasn’t very good – when in fact it was a bloke hiding and getting things wrong on purpose to prove that face to face and direct customer service is best
- See, they got a bit annoyed because they couldn’t order their burger. I would be too.
- Then out pops a team of lovely First Direct people, who get things right first time and just make people feel warm and fuzzy.
- Now this is obviously a very big piece of hero content, with a lot of budget behind it but it’s a really good example of what can be done and is a piece of content that’s stuck in my mind. It’s a relatively simple concept too but great for brand awareness especially if it’s a stunt pulled off in public and not using actors.
- So let’s take a look at what Jade’s Gym could be putting out as a hero idea.
- So this hero piece would be a video which features four weeks of edited footage of people taking on this superhero challenge. Jade’s Gym would need to find the workout plans for celebrities such as Chris Pratt and Gal Gadot and assign people one of each.
- Influencers would be the best choice, not only are they good for engagement but they have the cameras to film themselves. Could tie the whole thing into the Avengers film release April 2018, which gives plenty of time to plan and execute it.
- Asking questions about how often they go, what type of exercise they usually do, when they give up…
- This will give us lots of supporting data for when we want to distribute this hero piece out later. Journalists want original stats and data on top of engaging content.
- Hero content can always be tied back into hub, allowing your calendar to flow nicely and work together.
- To execute a good hero piece of content you’ll also need
- A supporting blogpost to sit alongside the embedded video
- A feature for a high profile site
- Daily Mail is the dream for many even though the comments section is brutal. Laura speaking next is actally going to speak more about how to get journalists to take your content
- Press releases with all the key info for those sites who want to feature the hero piece but write about it themselves
- Shorter edits of the video to post on social to tease people into watching the full thing. All of this together makes up a winning hero piece.
- So that’s Jade’s Gym sorted. This campaign can easily start now building up to the big hero piece in April with plenty of hub and hygiene content to support it in the run up and to capture search. It’s now your turn to try out these content types for yourself. Let me know how you get on.