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Graham McFadyen | Barnados | Brighton SEO slides April 2017 | Content strategies for digital audience growth

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Graham McFadyen's Brighton SEO takeaways:
- Own the domain – become the home of the thing your customers are searching for
- Find a role in people’s lives – end the short-term campaign culture
- Design for growth – de-frag the online user experience
- Structure for storytelling

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Graham McFadyen | Barnados | Brighton SEO slides April 2017 | Content strategies for digital audience growth

  1. 1. Barnardo’s Registered Charity Nos. 216250 and SC037605 Graham MacFadyen Barnardo’s Content strategies for digital audience growth
  2. 2. Barnardo’s Registered Charity Nos. 216250 and SC037605 The British Library Barnardo’s route to growth • Own the domain – become the home of the thing your customers are searching for • Find a role in people’s lives – ending the short-term campaign culture • Design for growth – de-fragging the online user experience • Structure for storytelling
  3. 3. Barnardo’s Registered Charity Nos. 216250 and SC037605 My work
  4. 4. Barnardo’s Registered Charity Nos. 216250 and SC037605 Marketing is changing
  5. 5. Barnardo’s Registered Charity Nos. 216250 and SC037605 The product *is* the marketing • We need to question the conventional wisdom that successful marketing interrupts what people are interested in and challenge ourselves to create marketing that becomes what people are interested in. Source: John V Willshire, Smithery, 2012
  6. 6. Barnardo’s Registered Charity Nos. 216250 and SC037605 Making people want things still works
  7. 7. Barnardo’s Registered Charity Nos. 216250 and SC037605 The ‘new’ marketing
  8. 8. Barnardo’s Registered Charity Nos. 216250 and SC037605 4 steps to audience growth • Work out what you want to be known for • Find a role in peoples lives • Design for growth • Structure for storytelling
  9. 9. Barnardo’s Registered Charity Nos. 216250 and SC037605 Stock and flow content Source: Robin Sloan, snarkmarket.com, 2010
  10. 10. Barnardo’s Registered Charity Nos. 216250 and SC037605 What do we want to be known for?
  11. 11. Barnardo’s Registered Charity Nos. 216250 and SC037605 What do we want to be known for?
  12. 12. Barnardo’s Registered Charity Nos. 216250 and SC037605 You don’t need to skydive from space to tell a story
  13. 13. Barnardo’s Registered Charity Nos. 216250 and SC037605 Finding a role in people’s lives Source: Andy Whitlock , Made by Many, 2014
  14. 14. Barnardo’s Registered Charity Nos. 216250 and SC037605 Design for growth I: take things apart
  15. 15. Barnardo’s Registered Charity Nos. 216250 and SC037605 Design for growth II: put them back together again ‘shelves’ ‘spaces’
  16. 16. Barnardo’s Registered Charity Nos. 216250 and SC037605 Understanding content relationships one many
  17. 17. Barnardo’s Registered Charity Nos. 216250 and SC037605 Structured for channels
  18. 18. Barnardo’s Registered Charity Nos. 216250 and SC037605 Structured for storytelling
  19. 19. Barnardo’s Registered Charity Nos. 216250 and SC037605 People follow stories, not brands
  20. 20. Barnardo’s Registered Charity Nos. 216250 and SC037605 Online audience growth (browsers) 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 WWI Disc Lit Magna Carta Middle Ages Georgians Victorians Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit
  21. 21. Barnardo’s Registered Charity Nos. 216250 and SC037605 Cost per acquisition (browsers) £0.00 £2.00 £4.00 £6.00 £8.00 £10.00 £12.00 WWI Disc Lit Magna Carta Middle Ages Georgians Victorians Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit Ave. mth6 £0.67 mth12 £0.24 mth18 £0.21 mth24 £0.08 mth32 £0.05
  22. 22. Barnardo’s Registered Charity Nos. 216250 and SC037605 The bottom line: reach 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 British Library online audience (browsers)
  23. 23. Barnardo’s Registered Charity Nos. 216250 and SC037605 The bottom line: engagement 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 British Library collection usage (items consulted)
  24. 24. Barnardo’s Registered Charity Nos. 216250 and SC037605 The bottom line: revenue 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 British Library ecommerce (online order value)
  25. 25. Barnardo’s Registered Charity Nos. 216250 and SC037605 What are you for?

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