10. @kirkhullis
+kirkhullis #edgebrum
What next?
- Give some thought to the quick customer and internal stakeholders.
- Focus on key customer types
- Prioritise content that hits the spot™
- Be confident in the groundwork
- Publish on/share to appropriate channels and devices.
- Learn and expand.
And read this >>>
@velocitytweets
-Business. Sub brands.
Regulation
Demographic- Mail order to online.
Our set up: blog, Nutrition Expert.
Infographics. Live Q&As, Video,
Facebook, G+, Twitter, Pinterest, Currents (Google Newsstand)
Syndication via Outbrain and Taboola.
Traffic numbers- growth. SEO- stable after google updates and growing.
Hope to dispel some of the hype around this area- digital conferences can give you too much to think you need to do. Leave with a sense of excitement and apprehension: how will I get this all done?
Content marketing, content marketing, content marketing- mantra right now. Has always made sense (Show magazine and directory) What are we trying to do with content, why does it need to be for everyone?
Short answer on this- you probably won’t be able to cater for everyone, but trying to tends to result in one of 2 things: paralysis or spreading yourself too thin.
What you do is clearly enough for your customers, which is why they are customers. Try not to diverge too much from your comfort zone to attract new customers that your business then doesn’t cater for.
The first of these is the most important one of all.
The customer who just wants a the product/service. Clear info to make that decision.
The rest of your business- sad but true. Need to engage with them and investigate the perceived target groups. This is the hardest bit. Data makes it easier to defend.
Perceived customer: Retired, 55+, Well off, Grandparents, Walks, Gardening, M&S, Reads paper every day. National Trust member. Doesn’t use Amazon.
You will have a surprising amount of data- depending on your industry/sector. Ages, Location, Sex, Interests, Use Amazon. People who like… also bought…
Go and see- Toyota: to understand something look at it yourself. See the situation. You will come up with a better solution.
Search engine- Youtube included.
Have you already got a majority of your content in the heads of your staff? WholeFoods/WholeStory, Nuts about Southwest.
SWRDA- Wavehub
Healthspan Heroes
Long-tail interactions: Different content in different places addressing different questions: builds an overall picture of health
Demand-driven content.
Remember that being in the right places is just as important as having the right content. BBC remit is to be everything in every channel… and they have the resources for that. Where can you get best/most appropriate coverage. Will leave for other speakers to discuss social media channels and strategies, but
AND Flipboard, Newsstand, Feedly, LinkedIn, Pinterest
Live, demand-driven content is better than a shiny strategy that sets unrealistic expectations and is over-complicated.
This is an overview of the process we have gone through.
The biggest piece of advice is to minimise meetings and paperwork around this- the output of your content strategy shouldn’t be a strategy- it is content, page views, visits, conversions and search rankings.
Never publish content for the sake of it- read the Content Deluge deck from VelocityPartners.
