All the slides from the very first MK Search meet-up in Milton Keynes. Including talks from Hannah Butcher & Ross Tavendale.

1. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
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2. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
A Little Housekeeping...

3. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Medical Issues

4. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
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Who Am I?

6. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO

7. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira

8. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira
Been working in digital
for around 9 years

9. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira
Been working in digital
for around 9 years
Wanted a local meet-up
in MK

10. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?

11. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up

12. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO

13. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC

14. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social

15. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social
Content/Digital PR

16. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social
Content/Digital PR
Local Businesses

17. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Tonight’s Speakers!

18. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Tonight’s Speakers!
Hannah Butcher
Content Marketing
Manager - Koozai
How To Prioritise Your
Content Strategy

19. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Tonight’s Speakers!
Ross Tavendale
MD - Type A Media
How To Use Your
Companies Data To
Generate Content

20. By: @HannahFButcher
Meet up: #MKSearch
Date: May 2019
HOW TO PRIORITISE YOUR CONTENT
STRATEGY

21. Hannah Butcher
Find me on Twitter: @HannahFButcher
Join the conversation: #MKSearch
Where I work: Koozai
My job: Content Marketing Manager

22. 1
2
4
3
WHAT WE’LL COVER TODAY:
When to implement a content strategy
Why you need a robust content plan
How to decide what needs to go in it
What should go where, and when
@HannahFButcher

23. But first,
what is a content strategy?
@HannahFButcher

24. “Content strategy refers to the
management of pretty much any
tangible media that you create and
own: written, visual, downloadable
... you name it.”
Justin McGill, Hubspot
WHAT IS A CONTENT STRATEGY?
@HannahFButcherhttps://blog.hubspot.com/marketing/content-marketing-plan

25. Basically,
it’s part of your marketing plan
@HannahFButcher

26. WHEN TO IMPLEMENT A CONTENT
STRATEGY
@HannahFButcher

27. The best time?
After the auditing phase!
@HannahFButcher

28. When is the auditing
phase?
• New role
• New client
• New marketing plan
• New budget allocation
• Whenever content isn’t “working”
@HannahFButcher

29. CONTENT AUDITS
@HannahFButcher

30. CONTENT AUDITS
@HannahFButcher
What to look at:

31. CONTENT AUDITS
@HannahFButcher
Meta data

32. CONTENT AUDITS
@HannahFButcher
Product/service copy
Meta data

33. CONTENT AUDITS
@HannahFButcher
Blog posts
Product/service copy
Meta data

34. CONTENT AUDITS
@HannahFButcher
Blog posts
Product/service copy
Meta data
Hero content

35. CONTENT AUDITS
@HannahFButcher
Blog posts
Product/service copy
Meta data
Hero content
About us & FAQs

36. CONTENT AUDITS
@HannahFButcher
Blog posts
Product/service copy
Meta data
Hero content
About us & FAQs
Competitors

37. CONTENT AUDITS
@HannahFButcher
What to assess:

38. CONTENT AUDITS
@HannahFButcher
Brand voice

39. CONTENT AUDITS
@HannahFButcher
Spelling & grammar
Brand voice

40. CONTENT AUDITS
@HannahFButcher
Conflicting text
Spelling & grammar
Brand voice

41. CONTENT AUDITS
@HannahFButcher
Conflicting text
Spelling & grammar
Brand voice
Duplicate content

42. CONTENT AUDITS
@HannahFButcher
Conflicting text
Spelling & grammar
Brand voice
Duplicate content
Unoptimised content

43. CONTENT AUDITS
@HannahFButcher
Conflicting text
Spelling & grammar
Brand voice
Duplicate content
Unoptimised content
Thin content

44. CONTENT AUDITS
@HannahFButcher
What is successful:

45. CONTENT AUDITS
@HannahFButcher
Social shares

46. CONTENT AUDITS
@HannahFButcher
Referring domains
Social shares

47. CONTENT AUDITS
@HannahFButcher
Citations
Referring domains
Social shares

48. CONTENT AUDITS
@HannahFButcher
Citations
Referring domains
Social shares
Resource

49. CONTENT AUDITS
@HannahFButcher
Citations
Referring domains
Social shares
Resource
Conversion aid

50. CONTENT AUDITS
@HannahFButcher
Citations
Referring domains
Social shares
Resource
Conversion aid
Traffic

51. Some tools to help you on your way:
• Google Analytics

52. Some tools to help you on your way:
• Google Search Console
@HannahFButcher

53. Some tools to help you on your way:
• Google Search Console
@HannahFButcher

54. Some tools to help you on your way:
• Screaming Frog
@HannahFButcher

55. Some (more) tools to help you on your way:
• URL Profiler (duplicate content check)
• https://majestic.com/ (links)
• Buzzsumo (shares & links)
• Answer the Public (topics & questions)
• ahrefs.com (links & content)
@HannahFButcher

56. Another tip:
• I often make a content inventory with all site URLs and add
in all other quantitative measures using a host of vlookups

57. WHY YOU NEED A ROBUST CONTENT
PLAN
@HannahFButcher

58. Here are just a few reasons why a content plan is a good idea:
@HannahFButcher

59. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
@HannahFButcher

60. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
@HannahFButcher

61. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
@HannahFButcher

62. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
• Everyone will understand their remit
@HannahFButcher

63. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
• Everyone will understand their remit
• It makes you consider your audiences
@HannahFButcher

64. It also stops you from creating
content, just because “Content is
King” or whatever…
@HannahFButcher

65. Hi, The Body Shop
I’m looking at you!
@HannahFButcher

66. @HannahFButcher

67. @HannahFButcher

68. @HannahFButcher

69. @HannahFButcher
What are the benefits of banana for your hair?
• Banana leaves you feeling fresh and nourished
• Banana makes you smell “irresistibly fruity”

70. This is just content churn!
“Hey, we sell products with a banana ingredient, we should
write about bananas.”
“Great! Whip something up in 5 minutes.”

71. It’s a poor resource & will probably just get
deleted later on.

72. Here’s another
example
(Sorry, Mustard IT – but frankly it could be any IT support
business!)
@HannahFButcher

73. @HannahFButcher

74. @HannahFButcher

75. This makes me want to yawn or cry.
“Create an article using some of our keywords!”
“I’ll shove some together and create something that nobody
will want to click and read.”

76. HOW TO DECIDE WHAT GOES IN YOUR
CONTENT PLAN
@HannahFButcher

77. Use your audit
to create your content plan
@HannahFButcher

78. CONTENT AUDITS
@HannahFButcher
Blog posts
Product/service copy
Meta data
Hero content
About us & FAQs
Competitors

79. CONTENT AUDITS
@HannahFButcher
Conflicting text
Spelling & grammar
Brand voice
Duplicate content
Unoptimised content
Thin content

80. CONTENT AUDITS
@HannahFButcher
Citations
Referring domains
Social shares
Resource
Conversion aid
Traffic

81. Stay focused;
it can be tempting to choose the “fun” content before the things
that need to be done
@HannahFButcher

82. Create content aims;
your strategy forms part of your marketing plan – what do you
need your content to do to be successful?
@HannahFButcher

83. HOW TO ARRANGE & PRIORITISE YOUR
STRATEGY
@HannahFButcher

84. Here are some questions to ask
yourself when you’re putting together
your strategy:
@HannahFButcher

85. “Can I get any quick wins?”
@HannahFButcher

86. “What is out of date and/or
inaccurate?”
@HannahFButcher

87. “Can I help overall SEO efforts?”
@HannahFButcher

88. “Can I help conversions?”
@HannahFButcher

89. “Where is the budget coming
from?”
@HannahFButcher

90. Create a roadmap;
it helps to see how many projects you can feasibly take on in
one go, and will give you deadlines to work towards
@HannahFButcher

91. Get buy in;
don’t spend time working on content if it is unlikely to get
signed off, uploaded, or significantly adapted
@HannahFButcher

92. Be flexible;
always allow for some contingency time as something may
come up that you need to address quickly
@HannahFButcher

93. Work across teams;
you may have some great concepts, but will they need input
from others? Think keyword research, gap analysis, and
content promotion
@HannahFButcher

94. Outsourcing – yes or
no?
ideas can suddenly become more expensive at the creation
phase, and amends can take longer than you expect. Simplify
concepts wherever you can.
@HannahFButcher

95. THANK YOU
FOR LISTENING!
Get in touch:
Twitter:
@HannahFButcher

96. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Time For A Break

97. Ross Tavendale
@rtavs
TYPE A MEDIA
Content Driven Link Tactics
http://www.slideshare.net/rosstavendale

98. It was 2012 and we just won a
global airline as a client
ross@typeamedia.co.uk @rtavs

99. New domain & new brief
ross@typeamedia.co.uk @rtavs

100. £50k per month retainer
ross@typeamedia.co.uk @rtavs

101. We had a strategy session
ross@typeamedia.co.uk @rtavs

102. Decided to get creative involved
ross@typeamedia.co.uk @rtavs

103. Ideation Session
ross@typeamedia.co.uk @rtavs

104. Ideas generated by subjective
opinion
ross@typeamedia.co.uk @rtavs

105. Some of the ideas were great
ross@typeamedia.co.uk @rtavs

106. The Apple watch concept
ross@typeamedia.co.uk @rtavs

107. Some older guy pipes up about
QR codes
ross@typeamedia.co.uk @rtavs

108. So after a couple of days of
creative ideation
ross@typeamedia.co.uk @rtavs

109. We finally settle on a concept
ross@typeamedia.co.uk @rtavs

110. For a bloody infographic.
ross@typeamedia.co.uk @rtavs

111. Pitched to the client
ross@typeamedia.co.uk @rtavs

112. Using subjective opinion
they say - “want that one”
ross@typeamedia.co.uk @rtavs

113. Churn them out every month
ross@typeamedia.co.uk @rtavs

114. One and done
ross@typeamedia.co.uk @rtavs

115. Something weird started
happening
ross@typeamedia.co.uk @rtavs

116. So we started recycling and re-
pitching
ross@typeamedia.co.uk @rtavs

117. But there were some issues with
seasonality
ross@typeamedia.co.uk @rtavs

118. And the data got old quickly
ross@typeamedia.co.uk @rtavs

119. Asset: something that provides
compounding value over time
ross@typeamedia.co.uk @rtavs

120. Fodder: food, especially dried hay
or straw, for cattle and other
livestock
ross@typeamedia.co.uk @rtavs

121. Time to re-think the approach

122. Multiple angles & headlines
unlimited pitches

123. Different things
to different
people

124. Flop risk vs algorithmic risk

125. De-risked flop via an ideas
framework

126. Ideation Framework
IDENTITY
SOCIAL
INFORMATIO
N
UTILITY

127. Ideation Framework
IDENTITY UTILITY SOCIAL INFORMATION
Gender Calculator Politics
Age Maps Work
Location Formula Lifestyle
Affinity to a sport, TV show,
computer game
Table of data Health

128. Drill down-ability for multiple headlines
Broad appeal
GAMERS
Niche
CONSOLE
Community
N64
Fanatic
MARIO
KART
“Gamers sitting on an
average of £30k of assets”
“Got an original SNES? It
could be worth more than
your car”
“The minecraft generation
wealthier than the N64
generation”
“Mario Kart pros,
richest amongst
peers study
reveals”

129. Programatic PR
ross@typeamedia.co.uk @rtavs

130. Google already invested
in programmatic news
ross@typeamedia.co.uk @rtavs

131. Data journalism…..but for links

132. Sometimes a ridiculous story

133. ross@typeamedia.co.uk @rtavs

134. ross@typeamedia.co.uk @rtavs

135. ross@typeamedia.co.uk @rtavs

136. ross@typeamedia.co.uk @rtavs

137. Publishers make money
on
CPM advertising

138. CPM
Cost per thousand
views

139. Average
programmatic
CPM is £3

140. So, if you have
10 million
visitors

141. You’ll make
£30k

142. Bad incentives,
create
bad behaviour

143. Clickbait &
spurious correlations

144. Data

145. 3 types of data
that can be used
to tell a story

146. Private data from
analytics & CRM

147. 23 million records
Cut by name & city
Local Romeo
Fat, Drunk and in
Love
Names & Locations

148. Public data
from
government databases

149. Pink Book
50 years of data
Guess what the UK
sell and to who?
Imports and Exports

150. 3rd party data
from
big open websites

151. Screaming Frog
custom extraction
Crawl entire sites on
constant and build
the database
StackOverflow

152. Random JSON files that are left
lying around the web

153. GOT example

154. Make sure your dataset is based
around the ‘identity’ part of the
ideation framework

155. Media is based
on identity

156. Location

157. Gender

158. Interests

159. Making a programmatic PR
machine

160. ● Data collection
● Validation
● Creating the
content
● Journalists
● Pitching your
content
PR MACHINE

161. A database is
just a place to store data

162. ● CSV exports
● Plug-ins
● Automatic Visuals
● Expandable &
future proof
DATABASE PREREQUISITES

163. BigQuery for
the database

164. Google
Big Query
cloud.google.com/big-query
“A fast, highly scalable,
cost-effective, and fully
managed cloud data
warehouse for
analytics, with built-in
machine learning.”

165. In built machine learning &
connected to Cloud Natural
Language Processing

166. Cloud
Natural Language
cloud.google.com/natural-language
“API for
analysing text
using a pre-trained
machine learning
model.”

167. Extract
Entities
Detect
Sentiment
Analyse
Syntax
Classify
Content

168. ross@typeamedia.co.uk @rtavs

169. Glasgow > Scotland > UK > Europe

170. Natively connect to data studio to
validate and make
your content

171. Validation

172. Is this dataset newsworthy?
Are there any headlines
in there?

173. Google
Data Studio
datastudio.google.com
“Turn your data into
compelling stories of
data visualization art.
Quickly build
interactive reports and
dashboards with Data
Studio’s web based
reporting tools.”

174. We can create
DataStudio templates to
run content validation

175. It will populate tables, graphs and
charts so you can make your own
spurious correlations

176. Number of microbreweries in the
UK correlate with increased house
prices

177. And searches for moustache wax

178. Number of alcohol and chocolate
gifts sent negative correlation
with divorce in the UK

179. Number of gifts sent negatively
correlates with house prices

180. Searches for “vegan” correlate
with new butcher shops opening.

181. Global allergy increases correlate
with people looking for smashed
avocado

182. Once you have the data wrangled
you can export it as CSV to start
programmatic outreach

183. Pitching

184. There are 823 local newspapers in
the UK

185. Average trust flow of 58

186. There are 1311 in the USA

187. Average trust flow of 66

188. If we have hyper local datasets,
we can pitch all 2134 journalists
with perfect, personalised data.

189. Download your CSV from
datastudio with all you columns

190. Import CSV as ‘new
personalisation field’
Structure hyper
personalised press
releases
PITCHBOX

191. What about finding the journalists
and matching them to the
content?

192. Remember cloud NL that
expanded our database?

193. Extract
Entities
Detect
Sentiment
Analyse
Syntax
Classify
Content

194. Gorkana has RSS feed
of all journalists
headlines
Scrape & pull the
entities
GORKANA

195. Guess the journalist
Entity Salience
Sentiment
Score
Sentiment
Magnitude
Number of
mentions
football 0.7 0.6 0.9 42
sport 0.45 0.1 1.0 62
manchester
united
0.64 0.3 0.9 56
FA cup 0.54 1.0 0.9 16
Wolves 0.94 0.7 0.6 75
Ole Gunnar
Solskjær
0.44 0.5 0.3 89
Match 0.79 0.5 0.7 93
card 0.08 0.7 0.6 82

197. The more content they write - the
more we “know them”

198. Add this data to BigQuery and get
pre-made outreach lists

199. Caveat

200. It’s not perfect - it needs some
wrangling

201. BUT

202. It allows me to create an asset
that gets better each time it’s
used.

203. And consistently earn high end
links for my clients

204. Ross Tavendale
@rtavs
TYPE A MEDIA
Content Driven Link Tactics
http://www.slideshare.net/rosstavendale