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Using content to build Brand by Hannah Thorpe

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Digital Marketing Summit Southampton 2018, Hannah Thorpe, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @hannahjthorpe

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Using content to build Brand by Hannah Thorpe

  1. 1. CONTENT MARKETING MASTERCLASS HANNAH THORPE @HANNAHJTHORPE
  2. 2. GOOGLE IS BECOMING A DISCOVERY ENGINE.
  3. 3. SO HOW IS GOOGLE CHANGING?
  4. 4. QUITE LITERALLY IN THE CASE OF THE GOOGLE FEED.
  5. 5. THE TOPIC LAYER • Single search • Most relevant sub- topics • Sits above the knowledge graph layer
  6. 6. ACTIVITY CARDS • Personalisation in the SERPs • Stores previous pages & queries • Suits longer research journeys
  7. 7. ENTITY AS A RANKING FACTOR. The idea that we can push our rankings forward through entity associations, and not just links, is incredibly powerful and versatile.
  8. 8. CONTENT CAN BUILD YOUR BRAND BY BOOSTING YOUR SATISFACTION AND QUALITY EXPERIENCE RATES.
  9. 9. WHAT IS CONTENT MARKETING?
  10. 10. OFFICIALLY… A type of marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services
  11. 11. THE CO-OP. https://hub.co-­‐ opinsurance.co.uk/nostalgia-­‐ fm/
  12. 12. TOTALLY MONEY. http://www.totallymoney.co m/minimum-­‐payment-­‐trap/
  13. 13. BUILDING CONTENT WITH PROCESS.
  14. 14. THE KEY TO GOOD CONTENT MARKETING. 1. Identify the brand’s Commander’s Intent 2. Know your consumers 3. Understand what they want to know about 4. Choose the best format 5. Get coverage and attention 6. Measure your performance & repeat
  15. 15. COMMANDER’S INTENT
  16. 16. ‘NEVER TELL PEOPLE HOW TO DO THINGS. TELL THEM WHAT TO DO AND THEY WILL SURPRISE YOU WITH THEIR INGENUITY’ - GENERAL GEORGE S. PATTON
  17. 17. Spirit  Airlines   The  cheapest  domestic  airline  in   the  US
  18. 18. LET’S LOOK AT BRAND. 1. WHAT IS THEIR COMMANDER’S INTENT? 2. WHY?
  19. 19. KNOW YOUR CONSUMERS.
  20. 20. WHO IS YOUR CONTENT FOR? Current Content Current Customers Potential Customers New content must appeal to current and new audiences Attract new customers with visibility who engage with your current content too
  21. 21. WHO WILL YOU BE SELLING TO? • PREDOMINANTLY MALE OR FEMALE? • HOW OLD? • INCOME? • CAREER? • FAMILY STATUS? • LIKES? DISLIKES? • ROUTINE?
  22. 22. WHO WILL YOU BE SELLING TO? You  Gov Profiles  Lite
  23. 23. Pain  Points TasksInfluences Feelings Excitement Freedom Independence “I  want  to  feel  like  this  insurance  is  especially  for  me,  tailored   completely  to  my  needs.  It  suits  my  soon-­‐to-­‐be  successful  career.” Social  Media Parents Friends Career   Caroline Get  a  quote Buy  insurance Compare  prices Understand   policy  details Paying  a  lump  sum Impatience Cost TV  advertising
  24. 24. BACK TO NIKE. CREATE A PERSONA OF WHO THEIR AUDIENCE COULD BE CREATE AN EMPATHY MAP FOR THEIR BUYING PROCESS
  25. 25. STARTING YOUR CONTENT MARKETING
  26. 26. WHAT WE ARE GOING TO COVER. 1 Audit existing content on the site to fully understand how it performs (both organically and on paid media channels CONTENT PROCESS 2 Optimise your existing content with in-depth keyword research & strategic, focused landing page mapping 3 Identify new opportunities for content; supplementary for the services & engaging campaigns 4 Amplify the content produced with an integrated off-site campaign and paid channels
  27. 27. 1. AUDIT Identification of   high  converting   pages Analytics of  on-­‐ page  metrics Organic search   performance  of   each  page Paid media   performance  of   each  page Social   engagement   with  pages
  28. 28. 2. OPTIMISE EXISTING CONTENT
  29. 29. FINDING YOUR TOPIC
  30. 30. PURCHASE CYCLE • IDENTIFY THE NEEDS OF THE CONSUMER AT EVERY STEP OF THE PURCHASE JOURNEY • CORRECT AUDIENCE • RELEVANT STRATEGY FOR DIFFERENT INTENTS Awareness Research Consideration Sale Retention
  31. 31. HOW DO PEOPLE KNOW THEY WANT YOUR PRODUCT? “65"  ULTRA  HD  4K  PRO  HDR  OLED  TELEVISION   -­‐ TX-­‐65EZ1002B” “PANASONIC  REVIEWS,  SONY REVIEWS” “DIFFERENCE  BETWEEN  4K  HD  &  HD” “BEST  TV  REVIEWS” “HOW  TO  FIX  TV  WITH  FUZZY  SOUND?”
  32. 32. IMAGINE THEIR PURCHASE FUNNEL How would that persona interact with your brand? What were they doing pre-awareness? What’s the most important retention factor?
  33. 33. ANSWER THESE QUESTIONS. How do people know they want your product/service? Who will you be selling to? What makes you different to your competitors? What is the alternative to your product/service? What questions are your audience asking?
  34. 34. VALENCE AROUSAL DOMINANCE.
  35. 35. SOCIAL MEDIA. Brand advocacy SINGLE CLICK INTERACTIONS Complaints, poor reviews USER GENERATED CONTENT Likes , FavouritesIgnore all interactions
  36. 36. FOR EXAMPLE...
  37. 37. EXPORT.
  38. 38. TAGGING & ANALYSIS.
  39. 39. QUANTIFY TOPIC POPULARITY AMONGST THE MOST ENGAGED CONSUMERS.
  40. 40. FORMAT
  41. 41. FACTORS. Time to Consume Device Location
  42. 42. PEOPLE LIKE FAMILIAR FUNCTIONALITY.
  43. 43. PICK A FORMAT. WHY? DOES THIS MATCH COMMANDER’S INTENT? WHAT IF BUDGET WAS UNLIMITED? WHAT IF IT ISN’T?
  44. 44. theatlas.com
  45. 45. mapchart.net
  46. 46. COVERAGE
  47. 47. WHY SHOULD THEY TALK ABOUT YOU? Human InterestProminence ProximitySignificanceTimeliness
  48. 48. IDENTIFY RELEVANT PLACES.
  49. 49. INTEGRATE WITH PAID CHANNELS.
  50. 50. PICK THE RIGHT NETWORK • Twitter is popular for ages 18-29; so this is where you can capture the younger end of your typical audience • As expected, linkedin users tend to be slightly older, earning more money and have a university degree • Twitter and facebook are used more frequently than linkedin, at least once a day
  51. 51. MOST IMPORTANTLY – BE CONSISTENT! • Consistent formatting • Use of imagery • Tagging on related accounts • Engaging way to share content beyond a retweet
  52. 52. Q&A

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