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Beyond the Buzzfeed Effect – Content Types Every Website Needs

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It can be too easy to focus just on creating the next viral piece of content. This content is needed but it's not the only type of content we should be creating. In this slide deck, Paddy talks through the three different types of content every online business should be creating.

Published in: Marketing

Beyond the Buzzfeed Effect – Content Types Every Website Needs

  1. 1. Beyond the Buzzfeed Effect – Content Types Every Website Needs
  2. 2. Content marketing interest from Google Trends
  3. 3. Why the growth?
  4. 4. Penguin happened here Content marketing interest from Google Trends
  5. 5. It works
  6. 6. Great content can do this
  7. 7. “Big” content is great
  8. 8. But not everyone can do it
  9. 9. It can be expensive
  10. 10. It can be risky
  11. 11. Let’s be honest
  12. 12. Big content is hard to get right
  13. 13. “Just do good content”
  14. 14. “Just do good marketing”
  15. 15. It’s not that easy
  16. 16. It’s easier if you’re someone like Buzzfeed
  17. 17. We put ourselves under pressure to create “viral” content
  18. 18. Because we are used to links being the way we measure success
  19. 19. Maybe we focus on links too much
  20. 20. From the author of this…
  21. 21. What are we really trying to achieve?
  22. 22. It’s this
  23. 23. No active link building has been done
  24. 24. Links are important, but they don’t pay the bills (unless you sell them!)
  25. 25. Links are just a means to an end
  26. 26. Traffic
  27. 27. Conversions
  28. 28. 3 Content Types
  29. 29. 1) Short-form content
  30. 30. 2) Long-form, in-depth content
  31. 31. 3) Large content pieces
  32. 32. Together, these lead to a diverse and robust content strategy…
  33. 33. …which maps nicely to the customer journey.
  34. 34. Awareness Consideration Conversion
  35. 35. It’s not always about awareness of your brand
  36. 36. Awareness Consideration Conversion This is too focused on your brand awareness
  37. 37. It’s more about you being aware of the questions that customers are asking
  38. 38. Problem / need Looking for help Understanding solutions Considering options Choosing a solution This focuses more on the customer
  39. 39. One thing first though…
  40. 40. Everything is driven by the idea
  41. 41. Never, ever say: “I want an infographic”
  42. 42. Never, ever say: “I want an interactive piece of content”
  43. 43. Function over form
  44. 44. 1) Short-form, long-tail keyword driven content
  45. 45. Aids conversion journey and drives organic search traffic
  46. 46. Research eye problems Compare options Look into risks Look into costs Look into surgeons Map out the customer journey
  47. 47. What content can you create to answer their questions along the way?
  48. 48. 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”
  49. 49. Link What content types work well in your industry?
  50. 50. Link Look at informational keywords
  51. 51. Filter by smart tags
  52. 52. Link
  53. 53. Link Install this plugin
  54. 54. More data in the Search Console
  55. 55. Link More data in Ubersuggest
  56. 56. Link More data in search results
  57. 57. Link More data in Answer the Public
  58. 58. Link More data in search results
  59. 59. Quickly check competition with Moz toolbar Link
  60. 60. Sometimes you’ll get keywords like this…
  61. 61. Benchmark where you are and tag keyword types
  62. 62. Split keywords into these
  63. 63. Split keywords into these
  64. 64. 2) Long-form content
  65. 65. Drives organic search traffic and demonstrates expertise
  66. 66. First, ask yourself if it’s worth doing
  67. 67. Use Buzzsumo
  68. 68. Link Does long-form content work in your niche?
  69. 69. It can drive micro-conversions
  70. 70. Build basic retargeting lists
  71. 71. Build super targeted retargeting lists using Google Tag Manager
  72. 72. Scroll depth event tracking Link
  73. 73. Scroll depth event tracking + Retargeting Link Remarketing bucket 1 Remarketing bucket 2 Remarketing bucket 3
  74. 74. Use GTM to fire a custom HTML tag containing Facebook tracking code when something is clicked
  75. 75. https://www.brandtale.com/
  76. 76. https://www.brandtale.com/
  77. 77. 3) Large content pieces
  78. 78. Drive links, social shares and awareness of your brand
  79. 79. The success of this content type usually comes down to three things
  80. 80. The story
  81. 81. The data
  82. 82. The production
  83. 83. I lied
  84. 84. There is one more
  85. 85. An existing audience also helps
  86. 86. When you don’t have an audience…
  87. 87. Read this deck from BrightonSEO Link
  88. 88. “An idea is nothing more or less than a new combination of old elements” James Webb Young, 1940
  89. 89. Why do any of this?
  90. 90. Working on all three content types leads to a diverse, more robust content strategy
  91. 91. It also takes into account the user journey and not just “Buzzfeed” content
  92. 92. You’re not gambling on one single piece of content performing well
  93. 93. You can generate a base level of solid traffic purely from short-form content
  94. 94. Supplement this with long-tail traffic generated by long-form content
  95. 95. Then go for the big hitter content regularly too
  96. 96. Thank you! paddy@aira.net

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