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Beyond the Buzzfeed Effect – Content Types
Every Website Needs
Content marketing interest from Google Trends
Why the growth?
Penguin happened here
Content marketing interest from Google Trends
It works
Great content can do this
“Big” content is great
But not everyone can do it
It can be expensive
It can be risky
Let’s be honest
Big content is hard to get right
“Just do good content”
“Just do good marketing”
It’s not that easy
It’s easier if you’re someone
like Buzzfeed
We put ourselves under
pressure to create “viral”
content
Because we are used to
links being the way we
measure success
Maybe we focus on
links too much
From the author of this…
What are we really trying to
achieve?
It’s this
No active link building has been done
Links are important, but they
don’t pay the bills
(unless you sell them!)
Links are just a
means to an end
Traffic
Conversions
3 Content Types
1) Short-form content
2) Long-form, in-depth content
3) Large content pieces
Together, these lead to a
diverse and robust
content strategy…
…which maps nicely to the
customer journey.
Awareness Consideration Conversion
It’s not always about
awareness of your brand
Awareness Consideration Conversion
This is too focused on your brand awareness
It’s more about you being
aware of the questions that
customers are asking
Problem / need
Looking for
help
Understanding
solutions
Considering
options
Choosing a
solution
This focuses more on the customer
One thing first though…
Everything
is driven by
the idea
Never, ever say:
“I want an infographic”
Never, ever say:
“I want an interactive piece of
content”
Function over form
1) Short-form, long-tail
keyword driven content
Aids conversion journey and
drives organic search traffic
Research
eye
problems
Compare
options
Look into
risks
Look into
costs
Look into
surgeons
Map out the customer journey
What content can you create
to answer their questions
along the way?
Research
eye
problems
Compare
options
Look into
risks
Look into
costs
Look into
surgeons
Align questions with each stage
“Blurry vision
when reading”
“How to improve
blurry vision”
“Laser eye
surgery risks”
“Laser eye surgery
Amsterdam”
“Laser eye
surgery costs”
Link
What content types work well in your industry?
Link
Look at informational keywords
Filter by smart tags
Link
Link
Install this plugin
More data in the Search Console
Link
More data in Ubersuggest
Link
More data in search results
Link
More data in Answer the Public
Link
More data in search results
Quickly check competition with Moz toolbar
Link
Sometimes you’ll get keywords like this…
Benchmark where you are and
tag keyword types
Split keywords into these
Split keywords into these
2) Long-form content
Drives organic search traffic
and demonstrates expertise
First, ask yourself
if it’s worth doing
Use Buzzsumo
Link
Does long-form content work in your niche?
It can drive micro-conversions
Build basic retargeting lists
Build super targeted
retargeting lists using Google
Tag Manager
Scroll depth event tracking
Link
Scroll depth event tracking + Retargeting
Link
Remarketing
bucket 1
Remarketing
bucket 2
Remarketing
bucket 3
Use GTM to fire a custom
HTML tag containing Facebook
tracking code when something
is clicked
https://www.brandtale.com/
https://www.brandtale.com/
3) Large content pieces
Drive links, social shares and
awareness of your brand
The success of this content
type usually comes down to
three things
The story
The data
The production
I lied
There is one more
An existing audience also helps
When you don’t have an audience…
Read this deck from BrightonSEO
Link
“An idea is nothing more or
less than a new combination of
old elements”
James Webb Young, 1940
Why do any of this?
Working on all three content
types leads to a diverse, more
robust content strategy
It also takes into account the
user journey and not just
“Buzzfeed” content
You’re not gambling on one
single piece of content
performing well
You can generate a base level
of solid traffic purely from
short-form content
Supplement this with long-tail
traffic generated by long-form
content
Then go for the big hitter
content regularly too
Thank you!
paddy@aira.net

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