SlideShare a Scribd company logo
Putting together a
search strategy for a
new category
slideshare.net/amirjirbandey
@ajirbandey
Amir Jirbandey I Papercup
What we’re going to cover
today and who it’s for
● What we mean by a new category
● Hypothesis-led research, JTBD and messaging
● Which channels to utilise
● Results we’ve seen so far
2
@ajirbandey #BrightonSEO
Challenges of
creating a new
category
3
4
Video and audio
libraries have
exploded in the last
2 years, 99% of
which are trapped in
a single language
@ajirbandey #BrightonSEO
5
Yet the
market is
desperate to
go global
6
Traditional dubbing is not the answer
it’s inherently unscalable and is only accessible to the top
percentile of content owners
7
Papercup automates large parts
of dubbing using synthetic
voices allowing videos to be
watchable in any language
@ajirbandey #BrightonSEO
8
Original
Video
@ajirbandey #BrightonSEO
9
Dubbed
Via
Papercup
@ajirbandey #BrightonSEO
…and that’s the
challenge. How do we
describe and promote
this through search?
10
@ajirbandey #BrightonSEO
Segmenting and
deciding where to play
11
12
All video & audio
content owners
Our TAM is huge, so we’ll start with our SOM
13
Our TAM is huge, so we’ll start with our SOM
Less dramatised
video owners
14
Our TAM is huge, so we’ll start with our SOM
Less dramatised
video owners
who have started
to think about
foreign markets
15
Our challenge is that not many
search for AI Dubbing (yet)
@ajirbandey #BrightonSEO
Putting together a
search strategy for a
new category
16
Getting the messaging right
17
18
Customer Interviews using JTBD
Getting the messaging right
Create a messaging framework
19
Quantify the results through research
20
@ajirbandey #BrightonSEO
Choosing the right
channels to go to
market (and test)
21
Go to market and test
Start by creating valuable content using the messaging that resonates
with your target audience
22
Place bets on phrases you’re going to pioneer
23
Blend with phrases from similar industries
24
Amplify top of funnel traffic with other channels
25
Search
Social
PR
Events
Awards
Analyse your traffic to see
what’s working
26
Quick hack
to see most search phrases
hidden behind (not provided)
Use Paid Search experiments to scale
search efforts
27
@ajirbandey #BrightonSEO
What we’ve
seen so far
28
We started with messaging we uncovered
in research and A/B tested to fine-tune
29
81.44% uplift in conversions
30
Our efforts to coin the category is
starting to pay off
31
Traffic for ‘AI Dubbing’
PR to amplify, own & pioneer ‘AI Dubbing’ is
starting to work
32
PR to amplify, own ‘AI Dubbing’ is
starting to work
Now we go back and double down on
Paid Search on phrases that are working
33
@ajirbandey #BrightonSEO
Key takeaways
34
Key elements to walk away with before
using search for a new category
35
1. Align your value proposition and messaging
Key elements to walk away with before
using search for a new category
36
1. Align your value proposition and messaging
2. Quantify your results through surveys
and interviews
Key elements to walk away with before
using search for a new category
37
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there
aren’t any direct ones
Key elements to walk away with before
using search for a new category
38
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone
pages for search
Key elements to walk away with before
using search for a new category
39
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search
efforts
Key elements to walk away with before
using search for a new category
40
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to
what is working
Key elements to walk away with before
using search for a new category
41
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to what is working
7. Experiment with paid search using your
findings to scale lead-gen
Thank you
Amir Jirbandey
Head of Growth & Marketing
@ajirbandey
amir@papercup.com - www.papercup.com

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How to put together a search strategy for a new category

  • 1. Putting together a search strategy for a new category slideshare.net/amirjirbandey @ajirbandey Amir Jirbandey I Papercup
  • 2. What we’re going to cover today and who it’s for ● What we mean by a new category ● Hypothesis-led research, JTBD and messaging ● Which channels to utilise ● Results we’ve seen so far 2
  • 4. 4 Video and audio libraries have exploded in the last 2 years, 99% of which are trapped in a single language
  • 5. @ajirbandey #BrightonSEO 5 Yet the market is desperate to go global
  • 6. 6 Traditional dubbing is not the answer it’s inherently unscalable and is only accessible to the top percentile of content owners
  • 7. 7 Papercup automates large parts of dubbing using synthetic voices allowing videos to be watchable in any language
  • 10. @ajirbandey #BrightonSEO …and that’s the challenge. How do we describe and promote this through search? 10
  • 12. 12 All video & audio content owners Our TAM is huge, so we’ll start with our SOM
  • 13. 13 Our TAM is huge, so we’ll start with our SOM Less dramatised video owners
  • 14. 14 Our TAM is huge, so we’ll start with our SOM Less dramatised video owners who have started to think about foreign markets
  • 15. 15 Our challenge is that not many search for AI Dubbing (yet)
  • 16. @ajirbandey #BrightonSEO Putting together a search strategy for a new category 16
  • 18. 18 Customer Interviews using JTBD Getting the messaging right
  • 19. Create a messaging framework 19
  • 20. Quantify the results through research 20
  • 21. @ajirbandey #BrightonSEO Choosing the right channels to go to market (and test) 21
  • 22. Go to market and test Start by creating valuable content using the messaging that resonates with your target audience 22
  • 23. Place bets on phrases you’re going to pioneer 23
  • 24. Blend with phrases from similar industries 24
  • 25. Amplify top of funnel traffic with other channels 25 Search Social PR Events Awards
  • 26. Analyse your traffic to see what’s working 26 Quick hack to see most search phrases hidden behind (not provided)
  • 27. Use Paid Search experiments to scale search efforts 27
  • 29. We started with messaging we uncovered in research and A/B tested to fine-tune 29
  • 30. 81.44% uplift in conversions 30
  • 31. Our efforts to coin the category is starting to pay off 31 Traffic for ‘AI Dubbing’
  • 32. PR to amplify, own & pioneer ‘AI Dubbing’ is starting to work 32 PR to amplify, own ‘AI Dubbing’ is starting to work
  • 33. Now we go back and double down on Paid Search on phrases that are working 33
  • 35. Key elements to walk away with before using search for a new category 35 1. Align your value proposition and messaging
  • 36. Key elements to walk away with before using search for a new category 36 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews
  • 37. Key elements to walk away with before using search for a new category 37 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews 3. Do your competitor research, even if there aren’t any direct ones
  • 38. Key elements to walk away with before using search for a new category 38 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews 3. Do your competitor research, even if there aren’t any direct ones 4. Place some early bets through cornerstone pages for search
  • 39. Key elements to walk away with before using search for a new category 39 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews 3. Do your competitor research, even if there aren’t any direct ones 4. Place some early bets through cornerstone pages for search 5. Utilise other channels to amplify your search efforts
  • 40. Key elements to walk away with before using search for a new category 40 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews 3. Do your competitor research, even if there aren’t any direct ones 4. Place some early bets through cornerstone pages for search 5. Utilise other channels to amplify your search efforts 6. Analyse incoming traffic and pay attention to what is working
  • 41. Key elements to walk away with before using search for a new category 41 1. Align your value proposition and messaging 2. Quantify your results through surveys and interviews 3. Do your competitor research, even if there aren’t any direct ones 4. Place some early bets through cornerstone pages for search 5. Utilise other channels to amplify your search efforts 6. Analyse incoming traffic and pay attention to what is working 7. Experiment with paid search using your findings to scale lead-gen
  • 42. Thank you Amir Jirbandey Head of Growth & Marketing @ajirbandey amir@papercup.com - www.papercup.com