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 MacFadyen
Barnardo’s
Content strategies for digital audience growth

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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

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My work

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Marketing is changing

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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

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Making people want things
still works

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The ‘new’ marketing

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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

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Stock and flow content
Source: Robin Sloan, snarkmarket.com, 2010

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What do we want to be known
for?

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What do we want to be known
for?

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You don’t need to skydive
from space to tell a story

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Finding a role in people’s lives
Source: Andy Whitlock , Made by Many, 2014

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Design for growth I: take
things apart

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Design for growth II: put
them back together again
‘shelves’ ‘spaces’

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Understanding content
relationships
one
many

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Structured for channels

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Structured for storytelling

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People follow stories, not
brands

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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

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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

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The bottom line: reach
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library online audience (browsers)

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The bottom line: engagement
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library collection usage (items consulted)

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The bottom line: revenue
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library ecommerce (online order value)

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What are you for?