These are the slides from my Content Marketing Workshop, run for the organisers of BrightonSEO. It covers the audience understanding, ideation and the critical content distribution process - including PR, paid social; and native advertising.
3. WHO IS THIS GUY?!
Former magazine editor
Founder & MD Zazzle Media
Experienced content strategist & digital
marketer
Passionate about specialist audience
creation
4. ZAZZLE IS THE LARGEST
DIGITAL CONTENT
MARKETING AGENCY IN
THE UK
Data-informed digital content strategy, creation &
marketing agency which develops valuable brand
audiences through search and social.
5. “HANDS ON, STEP-BY-STEP
WALK THROUGH OF THE
ZAZZLE PROCESS. WITH
REAL EXAMPLES!”
TODAY’S PLAN OF ACTION
WORKSHOP BACKGROUND & OVERVIEW
6. 1. An overview of the wider
content process
2. Hands on experience
building a campaign plan
YOU’LL WALK AWAY WITH…
WHAT YOU WILL LEARN
13. SOCIAL AUDIENCE INSIGHT
We have used RIGHTMOVE as a ‘looky-likey’ audience as yours is not yet big enough to fully analyse without full access. This
example data is here just to help you understand the process and we would redo it should we work with you ‘for real’. Here we
can see the audience is very female dominated.
GENDER SPLITS
15. SOCIAL AUDIENCE INSIGHT
When looking at relationships we see that most are married. This is likely due to the age breakdown and
propensity to need property.
RELATIONSHIP STATUS
16. SOCIAL AUDIENCE INSIGHT
This segment looks at where the audience works and we can see a steer towards healthcare and admin.
EMPLOYMENT SECTORS
17. SOCIAL AUDIENCE INSIGHT
This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive
interest to them including news, travel and tech.
OTHER INTERESTS
18. YOUGOV PERSONA DATA
This segment looks at what else the audience is into. We can see how where they over-index with a number of areas of massive
interest to them..
SURVEY DATA CAN HELP SHAPE AUDIENCE UNDERSTANDING ALSO
19. WHAT DOES YOUR AUDIENCE LIKE?
GLOBAL WEB INDEX DATA SETS GIVES US A CLEAR VIEW
21. EXAMPLE PERSONAS
BUYER BEHAVIOURS AND CONTENT TARGETING
Hettie
27 YEAR OLD
LIVING WITH FRIENDS
SINGLE
MARKETING ASSISTANT
SPENDS TIME ON LATEST
FASHION
BUYS WEEKLY FROM
MULTIPLE BRANDS
Emma
36 YEAR OLD
TEACHER
MARRIED
LIKES NIGHTS OUT WITH
COLLEAGUES
2 CHILDREN
BUYS ‘SAFE’ FASHION +
STAPLES
Adam
25 YEAR OLD
DESK JOB
LIVES WITH GIRLFRIEND
LOOKS FOR UNIQUE
FASHION
WANTS TO STAND OUT
NIGHTS OUT FOR DRINKS
WITH FRIENDS + CINEMA
RESEARCH
EVALUATE
PURCHASE
ATTRACT
INTERACT
PURCHASE
23. “AIM TO BECOME THE
MARKET LEADING
‘MAGAZINE’ IN YOUR
SPACE”
24. CONTENT THEMES
INFORM
Help and advice in this space is mission critical – both in
terms of adding value and also to ensure you are making
your customers smarter consumers, which they will thank
you for.
ENTERTAIN
You are not a lifeless brand and happiness is key to your
positioning. Portraying this through your content is how
you make that ‘come alive and we have concentrated on
combining both of these key principles in our ideas.
BASED ON PERSONAS & OUR FAMOUS IDEATION PROCESS
WHAT PRINCIPLES UNDERPIN OUR IDEAS?
30. HIGHLIGHT THE BIG IDEAS
BIG BANG CONTENT DETAIL
MASSIVE EBOOK SEE CAMPAIGN PLAN
INTERACTIVE MASTERPIECE SEE CAMPAIGN PLAN
HUGE SURVEY SEE CAMPAIGN PLAN
EXCLUSIVE INTERVIEW SEE CAMPAIGN PLAN
34. DISTRIBUTION PERSONAS
STAT MAN
Over 35
Confident Male
Likes to be right
FOOTBALL FANATIC
Around 29
Season Ticket Holder
Ardent club fan
SOCIAL JOE
Around 21
Lightweight Consumer
Likes to be first
38. CONTENT EXCLUSIVES
EXCLUSIVE ANGLES EXCLUSIVE CONTENT
MVP INFOGRAPHICS
CLUB PAGES EMBED WITH INFOGRAPHIC
SALARY CALCULATOR CLUB DESIGNED IFRAMED PAGE
GOAL V DEBT PERFORMANCE ARTICLE WITH INTERACTIVE CHARTS
58. PR Summary
10+ high metric placements in 2 weeks
• Daily Star
• Metro Radio
• TFM Radio
• SWNS
• London24
• Ipswich Star
• Women24
• Made in Shoreditch
• Save The Student
• TNT Magazine
• Inquizitive
1,879,000
Combined average monthly traffic
figures for the placement sites
Over 2.1k views on
Buzzfeed version of quiz
THE RESULT
59. SOCIAL COMMUNITY MANAGEMENT
Total Post Likes: 4,303
Total Post Comments: 566
Total Post Shares: 600
Total Engagements (inc. clicks): 12,118
Total Reach: 164,375
Average Post Engagement Rate: 7.4%
FACEBOOK ADS
Reach: 306,683
Impressions: 441,016
Clicks: 28,009
CTR: 8.264%
Actions: 28,734
BEST PERFORMING
FACEBOOK AD
PROMOTED TWEETS
Impressions: 62,165
Clicks: 1,348
CTR: 2.17%
Retweets: 28
Followers: 19
Replies: 4
Social
THE RESULT
60. THE RESULT
148% INCREASE IN
SEARCH VISIBILITY
232% INCREASE IN
SESSIONS
52% REDUCTION IN
BOUNCE RATE
OVER 10,000 SAMPLE
REQUESTS WITHIN THE
FIRST WEEK
Traffic & Search
63. PR Summary
82+ high metric placements including
• Daily Mail (inc. homepage)
• Mirror.co.uk
• Metro Radio
• TFM Radio
• Yours
• London24
• MNN
• Money Magpie
• Life hacker
• TNT Magazine
433,000,000
Combined average monthly traffic
figures for the placement sites
THE RESULT