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Content Marketing Strategy - Paul Jackson @ BrightonSEO

Download to read offline

How do you produce creative, consistent content and not content clutter? How do you develop your Content Marketing so that it doesn't fall flat, but instead takes your online marketing to the next level?

This presentation, delivered by Paul Jackson at Brighton SEO conference in 2015, takes you through how you can approach Content Marketing in a way that will deliver the outcomes you need, with a simple process for creating content and keeping consistency.

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Content Marketing Strategy - Paul Jackson @ BrightonSEO

  1. 1. Creative & Consistent Messaging vs Content Clutter
  2. 2. In case you missed the talk… There’s a lot of great content out there, and we rely on it more and more. E.g. this valuable, user-focused piece for a wedding photographer:
  3. 3. “Nikon D800 replacement imminent” In case you missed the talk… There’s also a lot of ‘content clutter’ – content for the sake of content E.g. this piece from another wedding photographer that would only be of interest to other photographers, and not his target audience:
  4. 4. In case you missed the talk… So, when we search online, open our email inbox, or look for answers on a website, we’re faced with having to pick through the content clutter and it’s difficult to find the quality content
  5. 5. Why Create, Publish & Distribute Content? In case you missed the talk… The issue is the approach we are taking to creating content
  6. 6. Reach Traffic Twin Audiences Likes Voicing Interests Optimise for Keywords Instant Actions Results- Focused Why Create, Publish & Distribute Content? In case you missed the talk… Here’s what is often the focus of an approach that leads to content clutter, not quality content:
  7. 7. Traffic Quality Offer Value Target Audience Optimise for Intent Relation- ships Removing Doubt Aiding Decisions User- Focused Why Create, Publish & Distribute Content? In case you missed the talk… And here’s what we could be focusing on instead:
  8. 8. It’s not about what you want your target audience to know about, or what interests you. If you only take 1 thing away from this… It’s about what your target audience wants to know about and what interests them.
  9. 9. How to Produce Creative & Consistent Content
  10. 10. 3 Steps to Creative & Consistent Content Audience Interests & Doubts Content Solution
  11. 11. Audience Interests & Doubts Content Solution 3 Steps to Creative & Consistent Content
  12. 12. • Recently engaged • Primarily 25-40 • Male or Female • Already booked a venue • Enthusiastic but time-poor • Limited photography knowledge • First experience of booking 3 Steps to Creative & Consistent Content Audience In case you missed the talk… The 1st stage is defining your audience in real depth; what they know and don’t know, what they’ve done and haven’t done, how they think, how they behave. Wedding photographer e.g:
  13. 13. Audience Interests & Doubts Content Solution 3 Steps to Creative & Consistent Content
  14. 14. 3 Steps to Creative & Consistent Content • What happens on the day? • How many hours? • Getting along? • Costs & Add-ons? • Image rights? • Venue experience? • Photo style? Interests & Doubts In case you missed the talk… When we know this detail of our audience, we can understand their questions, concerns, hesitations, interests, & what they need to know to make a decision. Wedding photographer e.g:
  15. 15. Audience Interests & Doubts Content Solution 3 Steps to Creative & Consistent Content
  16. 16. • Wedding Photographer Day Plan • Guide to Wedding Photo Image Rights • Guide to Wedding Photography at Venue X • Portfolios • Style Guides 3 Steps to Creative & Consistent Content Content Solution In case you missed the talk… And when you understand these interests and doubts, it’s simple to come us with solutions in the form of content. Wedding photographer e.g:
  17. 17. In case you missed the talk… A fantastic piece of content where a wedding photographer has been filmed doing a shoot (rather than a text ‘About Me’ page) so you can see if you’ll get along, feel comfortable etc:
  18. 18. In case you missed the talk… Another example of how this content that removes doubt and aids decision-making can be applied to ecommerce websites:
  19. 19. Equity Partner vs Salaried Partner In case you missed the talk… This example is a huge traffic driver for a legal recruitment firm because they went through the 3 step process and understood their audiences major questions and concerns:
  20. 20. Key Takeaways
  21. 21. Creative, Consistent Content or Content Clutter? Consistent Target Audience Focus Offer Value Build Relation- ships Help Make Decisions Remove Doubt In case you missed the talk… If you can ensure that all your content and content ideas is achieving or offering these 6 things, you’ll be delivering creative, consistent content and not content clutter:
  • dowlingtasha

    Apr. 22, 2015
  • colinsixty

    Apr. 22, 2015

How do you produce creative, consistent content and not content clutter? How do you develop your Content Marketing so that it doesn't fall flat, but instead takes your online marketing to the next level? This presentation, delivered by Paul Jackson at Brighton SEO conference in 2015, takes you through how you can approach Content Marketing in a way that will deliver the outcomes you need, with a simple process for creating content and keeping consistency.

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