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Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to Generate True Business Results


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Presented bu Guillaume Bouchard, CEO at iProspect Canada and Patrick Lee, Senior Digital Marketing Manager at Randstad

Published in: Marketing
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Infopresse Plateformes 2017 - Maximising the Value of Your Digital Content to Generate True Business Results

  1. 1. Maximising the value of your digital content to generate true business results Infopresse Plateforme(s) September 15, 2017
  2. 2. Agenda Should your brand become a media? Intelligent content: our data-first approach The Randstad case 1 2 3
  3. 3. Should your brand become a media?
  4. 4. Déséquilibre dans les types de contenus $65,000,000 US
  5. 5. Every brand is unique: ● Unique data ● Unique business offering, objectives and concerns ● Unique customer needs But their primary objective remains the same: ● Help the consumer succeed Not every brand needs to be Red Bull
  6. 6. ● Media is more fragmented than ever. ● The consumer’s attention is harder to get. ● Paid media costs are not going down anytime soon. Still, brands must now more than ever become the media Brands need to find ways to occupy more share of voice, develop their own presence and reduce the the dependence for paid media.
  7. 7. Focus on the right content objectives Hero Hub Help Large-scale events designed to develop global brand awareness and branding (big budget). Content you push regularly through social media to stimulate interest. Content that consumers actively search for in search engines. ENTERTAIN 5% INSPIRE 20% EDUCATE AND CONVINCE 75%
  8. 8. Maximise the value of your content ● Our job, as marketers, is not to create more content. This was never the case. ● It's about creating the minimum content that will have the maximum impact on the behavior of your consumers. ● For this to happen your content must be valuable, useful, convincing, different: it needs to be intelligent.
  9. 9. Intelligent content: a data-first approach
  10. 10. Search is at the heart of modern marketing iProspect’s convergent philosophy puts search at the heart of content and context With the right search insights, you can identify the right content that consumers are seeking. Content is KING…Context is QUEEN (and Authority is GOD!) Channels Messaging Social Experiences Offers & Incentives Content Type Search
  11. 11. Leveraging data to produce intelligent content Identify consumer intent and needs with a data-centric approach. 1. Plan and create Place content in front of the most relevant consumers using organic and paid channels. 2. Activate and amplify Develop a good allocation model to measure the real impact of your content and identify which search tactics performed best. 3. Measure and iterate
  12. 12. 1. Planning and creating the right content
  13. 13. 1. Intelligent content starts with a good keyword research Use search to get insights & data as to what content consumers want: 1. Create an in-depth keyword research and identify user intent. 2. Look at your top 3 competitors, identify their top keywords and their positioning.
  14. 14. 2. Know the top 3 search intent categories Navigational Informational Transactional General keywords that tell us what subjects consumers are interested in, without giving us an idea of ​​their intention to buy or convert. The searcher is in the inquiry phase and is trying to find a particular piece of information using keywords related to products, characteristics, or comparison. Keywords (often branded) used at the end of the course, when consumers are about to make their purchase decision. (Price, availability) Ex: IT career path Ex: IT specialist salary Ex: IT jobs downtown montreal
  15. 15. 3. Answer the most FAQs for each relevant stage of the consumer journey Understanding the questions that users ask can help us map the consumer journey specific to the vertical and category. Why. How. What. Where. When. Who. Why is a software engineer so well paid ? How much does a software engineer make? What software engineering school to choose? Where to find software engineer jobs in Toronto? When are software firms hosting recruiting events?
  16. 16. 4. Associate keyword themes at each stage of the consumer journey After conducting a keyword research and looking at the keyword competitiveness, we begin to construct keyword themes that represent each of the different stages of the consumer decision process. 1. Buy a lawn mower 5.Make a purchase 7. Lawn Mower upkeep 6. How to use a lawn mower 3. Compare prices 2. Look at brands 4. Find a store Example in retail:
  17. 17. 5. Analyze the relevance of each theme 1. Audience 2. Brand Assets Identify the potential demand for relevant keyword themes through search insights: ● Search volume ● Seasonality Evaluate content that is currently available and those that have the potential to become popular. 3. Competition 4. Business objectives Identify your content performance and the competition’s current content through competitor insights. Align the content strategy with the search strategy and business objectives. ● Competition level
  18. 18. 6. Regroup all insights into a content opportunity graph Search Demand (Total search volume) Content Relevance (Content gap analysis) Randstad Priorities (Profitability) Content Popularity Avg. rankings
  19. 19. 2. Activate and amplify your content
  20. 20. Where to publish your content? On-site Off-site - Develop your brand's authority - Develop your SEO authority - Better control of content - Better control on conversion flow - Better control on measurement - Greater audience potential - Develop your brand reputation - Develop your off-site SEO signals (links, mentions)
  21. 21. 5 steps to intelligent content amplification 1 2 3 4 5 Optimize your content for search engines through search insights Adapt your “master” content for your different audiences Distribute content natively to (engagement) Amplify content through social media Take advantage of the audiences generated from the content for retargeting
  22. 22. Example INTELLIGENT CONTENT PUBLISHERS (NATIVE MEDIA) SOCIAL MEDIA 1. Platforms 2. Messages 3. Audiences SEARCH ENGINES Autres Message 1 Message 2 Audience 2nd party 1 Audience 2nd party 2 Message 1 Message 2 Custom audience 1 Custom audience 2 Message 1 Message 2 Audience 1 Audience 2 4. Retargeting
  23. 23. 3. Measuring and iterating intelligent content
  24. 24. Measure performance and ROI Organic traffic increase of optimized category Strong engagement with content Incremental category revenue growth Keyword ranking evolution + + + Acquired links and social shares of content created/ optimized
  25. 25. The full value of content Digital brand content Popularity + Branding Most content models stops here Content adapted according to publisher site Content reshared via content amplification Generated audiences for retargeting Full value of content Use Social Media for content amplificationUse Search for content insights
  26. 26. Randstad Case
  27. 27. The digital ecosystem Adwords & Display Ads Job Boards Native SEO Emails + Database Refresh Content Marketing SEO Job Alerts
  28. 28. Our challenge To grow beyond the job boards: ● You spend once and it’s all gone. ● That’s where all our competitors are and we want to play in a bigger space. ● We learned through research that the best candidates are not on job boards.
  29. 29. Using paid media while we develop the intelligent content strategy Branded, highly-targeted short term campaigns to gain traffic and applicants in key job categories. Also helps us better understand the keywords that we want to use in the content strategy.
  30. 30. 1. Plan and create Keyword and audience research We conducted with iProspect a extensive keyword research to map keywords to the consumer journey and identify the most important themes for us. Persona development: Data powered insights from our first party data, and iProspect third party data (CCS Planner, AMNET Audience center) Inform the content creation team with insights on topics + prioritize content creation and promotion.
  31. 31. 2. Activate and amplify Consumer experience optimisation ● Mobile-First strategy ● Content creation based on SEO research ● Translated the content to French with SEO-friendliness in mind to reach all Canadians
  32. 32. 2. Activate and amplify Authority building through intelligent content Building mentions, links and discussion around truly useful content in content association with publishers. ● Salary guides (Hot Jobs) + landing page optimisation (4x the numbers of downloads) ● Whitepaper content repurposed for publishers platforms. (Native SEO)
  33. 33. 3. Measure and iterate The results ● Implemented a content attribution model to measure the full value of content. ● Allows synergy between the tactics, look at as a whole program. The results: ● 3x mobile traffic ● 2x organic traffic from local searches ● 1200% increase of organic traffic for Hot Jobs ● 4x the number of downloads of whitepapers
  34. 34. Conclusion Brands need to find ways to occupy more share of voice, develop their owned media presence and reduce the the dependence for paid media. 1 When creating your content, identify the consumer's intent and needs with a data-centric approach. 2 Repurpose your content according to your different audiences and place them in front of the most relevant consumers via the organic and paid channels. 3 Measure the performance of your content with a model that takes into account the total value of the content. 4
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