Does great content make the internet a better place for consumers? Cara Shields, SEO & Analytics Director at iProspect.

1. Does great
content make
the internet a
better place
for consumers?
Cara Shields
SEO & Analytics Director, iProspect
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”

2. cara.shields@iprospect.com
Getting information off the
internet is like taking a
drink from a fire hydrant
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”
Mitch Kapor

3. cara.shields@iprospect.com
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”
Traffic is the fundamental currency
that drives business success online

4. cara.shields@iprospect.com
Then Now

5. cara.shields@iprospect.com
Google is almost doing
our shopping for us…
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”

6. cara.shields@iprospect.com
It’s all about the content
behind the shop window
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”

7. cara.shields@iprospect.com
How do we make sure our content
is set up for success?
Content
Success
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8. cara.shields@iprospect.com
Great content is rooted in search…
but should do so much more
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Great content drives brand visibility
Great content delivers engagement
Great content improves paid search
Great content is essential for social
Great content enables conversion

9. cara.shields@iprospect.com
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What are you trying to say?
Who are we trying to say it to?

10. cara.shields@iprospect.com
Now, our consumers ask
the questions
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11. cara.shields@iprospect.com
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Research tells us what questions we
need to answer with our content

12. cara.shields@iprospect.com
Awareness
Interest
Evaluate
Decide
“Grumbling noise in engine”
“Why does my car take a while to start?”
“Is buying a diesel car worth it?”
“Compare estate cars”
“Buy [brand] estate diesel”
“[brand] car dealers Dublin”
“Cost of new engine”
“Replace engine or buy new car”
Content strategy should include content
for every stage of the funnel
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13. cara.shields@iprospect.com
An estimated 27,000,000 pieces
of content are shared daily
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14. cara.shields@iprospect.com
DATA
Only 25% of businesses are tracking
content successfully
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Consumer
Intent
Content
Strategy
Content
Creation
Measurement

15. cara.shields@iprospect.com
Our content must evolve based on
consumer behaviour and business success
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16. cara.shields@iprospect.com
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”
Great content attracts
great traffic
Understand your consumers
Identify their search intent
Create an informed content strategy
Produce great content
Measure everything
Analyse and learn

17. cara.shields@iprospect.com
Awareness
Interest
Evaluate
Decide
“Grumbling noise in engine”
“Why does my car take a while to start?”
“Is buying a diesel car worth it?”
“Compare estate cars”
“Buy [brand] estate diesel”
“[brand] car dealers Dublin”
“Cost of new engine”
“Replace engine or buy new car”
Content
Success
Great content makes
the internet a better
place for consumers
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“