The "New" Killer Content: Content with a Purpose

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The "New" Killer Content: Content with a Purpose is a presentation I gave at SMX West 2012 in San Jose, CA. This presentation exposes ways that website content strategy can be informed by audience need analysis and quality levels judged by the performance of individual pieces of content in relation to the website's overall business goals.

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The "New" Killer Content: Content with a Purpose

  1. 1. The “New” Killer Content:Content with a PurposePresented by Gary Magnone | March 1, 2012
  2. 2. First Off, Who Am I?Name: Gary Magnone Twitter: @garyjmagTitle: Senior SEO Strategist LinkedIn: linkd.in/gmagnoneCompany: Thunder SEO Read My Posts: Blog
  3. 3. Quality Content??
  4. 4. The OLD Killer Content
  5. 5. The NEW Killer Content Monitor & Refine Research Industry Trends Create a Plan Align Business Goals to Audience NeedsUnderstand YourAudience
  6. 6. Understanding Your Audience… It’s kind of a big deal!
  7. 7. What does that mean?Audience Personas Need States Primary internal & external Set of characteristics that drivers that motivate a make up a fictional person consumer to purchase awho represents a major user product or solution. group for your site. Ex: Comfort, Convenience,Ex: Name, Age, Family status, Social Proof, Function, Job, Values, Interests, Goals Emotional, Gratification Mapping need states exposes Personas help maintain priority stages in the buying strategic focus on the end cycle to optimize for users’ goals and needs conversions
  8. 8. Ok…So how do I do it? The New SEO Process The Cat in the Hat (Quit Being Kanye) Teaches SEOThe Past, Present & Understanding YourFuture of Personas Audience Using in Search Social Media bit.ly/audience-personas
  9. 9. Social Listening & Demographic Data
  10. 10. What Keywords Already Send Traffic?
  11. 11. Putting it into Action Paid ChannelPersona: SEO Explorer ROI Hotshot Perfectionist Heard about SEO, Knows they need Vetting vendors, looking to learnAudience SEO, looking to looking to learn Needs: more before find the right more about each recommending vendor company investment Clearly convey Educate prospects Highlight your USP, your products &Business on what you do, services, appeal to show team, Goals: show why it’s your ideal accomplishments relevant to them & expertise customers Beginner Tips, Industry Insight, About-Us/Team, Target How-To Guides, Breakthrough Awards,Content: Comparative research, Thought- Achievements & Buying Guides… leadership Press
  12. 12. SEO Explorer Anne Phillips, Marketing Manager, Flash Fitness Anne is a 26 year old female with a marketing communications degree from UC Davis who started at Flash Fitness as an intern. Her major responsibilities include: maintaining the company’s website, social networks, and newsletter, managing local mail campaigns, radio, tv, and off-site promotions, coordinating marketing initiatives with sales staff Enters the conversation during research/learning phase and looks for beginner content or asks questions Example keyphrases: learn seo, beginner seo, how to do keyword research, how to choose a seo company
  13. 13. Align Business Goals with Need States Paid Channel Persona: SEO Explorer ROI Hotshot Perfectionist Heard about SEO, Knows they need Vetting vendors, looking to learn Audience SEO, looking to looking to learn Needs: more before find the right more about each recommending vendor company investment Clearly convey Educate prospects Highlight your USP, your products & Business on what you do, services, appeal to show team, Goals: show why it’s your ideal accomplishments relevant to them & expertise customers Beginner Tips, Industry Insight, About-Us/Team, Target How-To Guides, Breakthrough Awards, Content: Comparative research, Thought- Achievements & Buying Guides… leadership Press
  14. 14. What keywords are they using?
  15. 15. What topics are trending?
  16. 16. Of course there’s a tool… http://bit.ly/topic-gen
  17. 17. Create a Plan
  18. 18. Understanding Your Audience Paid ChannelPersona: SEO Explorer ROI Hotshot Perfectionist Heard about SEO, Knows they need Vetting vendors, looking to learnAudience SEO, looking to looking to learn Needs: more before find the right more about each recommending vendor company investment Clearly convey Educate prospects Highlight your USP, your products &Business on what you do, services, appeal to show team, Goals: show why it’s your ideal accomplishments relevant to them & expertise customers Beginner Tips, Industry Insight, About-Us/Team, Target How-To Guides, Breakthrough Awards,Content: Comparative research, Thought- Achievements & Buying Guides… leadership Press
  19. 19. Monitor Performance
  20. 20. Set Goals for Your Content Increased pageviews & time on site for “how-to” content Increased opt-ins generated from whitepapers & research studies Increased referrals to services/product pages from case studies
  21. 21. Track what matters!
  22. 22. Always be UpdatingQDF Industry Maturation
  23. 23. Thank You! Questions?@garyjmaggary@thunderseo.comwww.thunderseo.com/bloghttp://bit.ly/thunderseo-smx

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