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Finding your big idea

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Slides de la conférence de Laura Crimmons lors du SEO Camp'us 2018

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Finding your big idea

  1. 1. #SEOCAMP @lauracrimmons Finding your big idea How to come up with content ideas that will generate links and engage your audience Laura Crimmons @lauracrimmons
  2. 2. #SEOCAMP @lauracrimmons Audience Topic Brainstorm Research Test Conquer PROCESS FOR CA MPA I GN I D EA GEN ER AT I ON
  3. 3. #SEOCAMP @lauracrimmons Finding and understanding your audience
  4. 4. #SEOCAMP @lauracrimmons Don’t talk about page views and users. We’re marketing to people we need to think about them as such.
  5. 5. #SEOCAMP @lauracrimmons Who are they (demographics)? Where do they ‘hang out’ online? What are they interested in? You want to find out the following about your audience: Therefore, how do I reach and connect with them?
  6. 6. #SEOCAMP @lauracrimmons Paid teams generally have the best audience data as they have to make sure they’re paying to reach the right people
  7. 7. #SEOCAMP @lauracrimmons
  8. 8. #SEOCAMP @lauracrimmons Explore: • Website visitors (segmented) • Customer/CRM data • Page likes/engagement
  9. 9. #SEOCAMP @lauracrimmons
  10. 10. #SEOCAMP @lauracrimmons
  11. 11. #SEOCAMP @lauracrimmons Explore: • People talking about you / your competitors/ keywords online
  12. 12. #SEOCAMP @lauracrimmons
  13. 13. #SEOCAMP @lauracrimmons
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  17. 17. #SEOCAMP @lauracrimmons Explore: • People talking about you / your competitors/ keywords online • The most shareable content formats
  18. 18. #SEOCAMP @lauracrimmons
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  21. 21. #SEOCAMP @lauracrimmons Explore: • Website visitors (segmented)
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  25. 25. #SEOCAMP @lauracrimmons Who are they (demographics)? • GA/Adwords (Demographics) • Facebook (Demographics/ Household/Purchase) • Crimson Hexagon (People – Demographics) • Media IQ (Audience - Demographics) Where do they ‘hang out’ online? • Facebook (Page Likes) • Crimson Hexagon (Metrics – Top Sites) • Buzzsumo (Most Shared / Content Analysis) • Media IQ (Context) What are they interested in? • GA (Affinity Category) • Facebook (Page Likes) • Crimson Hexagon (Metrics – Instagram / Explore – Word Cloud / People – Affinities) • Buzzsumo (Most Shared / Content Analysis) • Media IQ (Audience – Interests)
  26. 26. #SEOCAMP @lauracrimmons Combine all the insight together to give you the best view, rather than relying on what one platform/tool tells you
  27. 27. #SEOCAMP @lauracrimmons Researching topic(s)
  28. 28. #SEOCAMP @lauracrimmons The biggest mistake people make is going into brainstorms blind – do the research first!
  29. 29. #SEOCAMP @lauracrimmons From your audience research, you know the topic(s) you want to create an idea around – research that more
  30. 30. #SEOCAMP @lauracrimmons What type of campaign is likely to get cut through? Video: 26% Infographic: 0% Study/ Research: 1% “home workout”: 0% Scientist/ Nutritionist: 0% Personal Trainer: 0% Video: 30% Infographic: 0% Study/ Research: 35% “home workout”: 0% Scientist/ Nutritionist: 10% Personal Trainer: 5% Video: 10% Infographic: 0% Study/ Research: 19% “home workout”: 0% Scientist/ Nutritionist: 64% Personal Trainer: 74%
  31. 31. #SEOCAMP @lauracrimmons Site Indexed pages Video pages % video www.mensfitness.com 28,300 8,080 29%
  32. 32. #SEOCAMP @lauracrimmons Brainstorming techniques
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  35. 35. #SEOCAMP @lauracrimmons Worst idea first / what could we never do?
  36. 36. #SEOCAMP @lauracrimmons Figure Storming
  37. 37. #SEOCAMP @lauracrimmons Word association
  38. 38. #SEOCAMP @lauracrimmons Time Travel
  39. 39. #SEOCAMP @lauracrimmons Teleportation
  40. 40. #SEOCAMP @lauracrimmons Starbursting
  41. 41. #SEOCAMP @lauracrimmons Brainwriting: 108 ideas in 30 minutes
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  43. 43. #SEOCAMP @lauracrimmons Share the brief and audience / topic data with the team ahead of the brainstorm so they have time to digest it
  44. 44. #SEOCAMP @lauracrimmons Researching the ideas
  45. 45. #SEOCAMP @lauracrimmons Do some research to answer these questions…
  46. 46. #SEOCAMP @lauracrimmons Has it been done before?
  47. 47. #SEOCAMP @lauracrimmons If yes, how can you do it better? What value do you add?
  48. 48. #SEOCAMP @lauracrimmons * If you can’t – scrap it!!
  49. 49. #SEOCAMP @lauracrimmons Why will it be successful?
  50. 50. #SEOCAMP @lauracrimmons Steady trends upwards
  51. 51. #SEOCAMP @lauracrimmons Peaks in Jan every year – event tie-in
  52. 52. #SEOCAMP @lauracrimmons Significant social noise / shares
  53. 53. #SEOCAMP @lauracrimmons Who’s going to write about it?
  54. 54. #SEOCAMP @lauracrimmons In Crimson Hexagon I can filter for news/blogs that have written about my topic
  55. 55. #SEOCAMP @lauracrimmons In Buzzsumo I can export all the articles about my topic to see who’s written about it
  56. 56. #SEOCAMP @lauracrimmons Anewstip will show me journalists that have tweeted about my topic
  57. 57. #SEOCAMP @lauracrimmons Anewstip will show me journalists that have written about my topic
  58. 58. #SEOCAMP @lauracrimmons What are the potential risks?
  59. 59. #SEOCAMP @lauracrimmons Does it need to launch on a certain date? How feasible are your timescales?
  60. 60. #SEOCAMP @lauracrimmons Is there a risk the data might not show what you want?
  61. 61. #SEOCAMP @lauracrimmons Will people buy your credibility on the topic?
  62. 62. #SEOCAMP @lauracrimmons Testing the idea will work
  63. 63. #SEOCAMP @lauracrimmons Don’t invest any time or resource in the campaign until you have positive feedback it will work from your targets
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  66. 66. #SEOCAMP @lauracrimmons Do this with warm contacts or people that have written about the topic before
  67. 67. #SEOCAMP @lauracrimmons Go forth and conquer!
  68. 68. #SEOCAMP @lauracrimmons Use the knowledge from your audience / topic research to build your seeding plan – which publications to target, which social channels to spend on etc
  69. 69. #SEOCAMP @lauracrimmons To summarise… Audience Topic Brainstorm Research Test Conquer
  70. 70. #SEOCAMP @lauracrimmons Thanks Laura.Crimmons@branded3.com @lauracrimmons
  71. 71. #SEOCAMP @lauracrimmons Question Mug ● Any questions?
  72. 72. #SEOCAMP @lauracrimmons MERCI AUX SPONSORS

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