Organising Content for Impact at Search London 11 Nov 2014

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The content organisation framework I presented at Search London on 11 Nov 2014. More details and a blog post will be published later on.

Marketing

OrganiseContent for Business Impact
By Jack Norell

A model to organisecontent,
measure its impact,
and communicate results

All words, videos, photos
graphics, forms and links
visible on your website

1 –Business objective
2 –Meet query intent
3 –Analyseresults

A
I
D
A
S
TTENTION
NTEREST
ESIRE
CTION
ATISFACTION
Source: Arthur Fredrick Sheldon, The Art of Selling, 1911

A
I
D
A
S
Awareness
Informational
Conversion
How to

Awareness
Informational
Conversion
How to
Why?
What?
Which?
How?
A
I
D
A
S

Why?
What?
Which?
How?
Inspiration
Research
Purchase
Support
1
3
2
4

Product types, benefits
“car types”, “family holidays”
Downloads, questions, return visits
2
Research

Product, price, features
“londonvolvoprice”, “varsski holidays”
Conversions, revenue, abandons
3
Purchase

Inspiredyou to think about
how to organisecontent
to get business results

Showed you the Research for
the organisationalmodel
for understanding your needs

Took you to an action, or Purchase,
point where you accepted or rejected
this content model

Supportedyour content discussions
with stakeholders by sharing metrics
for performance vs objectives

Jack Norell
jack.norell@forward3d.com @jacknorell
Organic Performance Client and Product Development Lead

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Organising Content for Impact at Search London 11 Nov 2014

1. OrganiseContent for Business Impact By Jack Norell

2. Today you will get…

3. A model to organisecontent, measure its impact, and communicate results

4. Content: A definition for today

5. All words, videos, photos graphics, forms and links visible on your website

6. Also, any offsite article, video or graphic using your brand or products or that links to your website

7. First… content for a reason

8. 1 –Business objective 2 –Meet query intent 3 –Analyseresults

9. Second… the marketing funnel

10. A I D A S TTENTION NTEREST ESIRE CTION ATISFACTION Source: Arthur Fredrick Sheldon, The Art of Selling, 1911

11. A I D A S Awareness Informational Conversion How to

12. Awareness Informational Conversion How to Why? What? Which? How? A I D A S

13. Why? What? Which? How? 1 3 2 4

14. Why? What? Which? How? Inspiration Research Purchase Support 1 3 2 4

15. 1 Inspiration Brand placement & impressions “cars”, “holidays” Pageviews, social shares, links

16. Product types, benefits “car types”, “family holidays” Downloads, questions, return visits 2 Research

17. Product, price, features “londonvolvoprice”, “varsski holidays” Conversions, revenue, abandons 3 Purchase

18. Brand loyalty, WOM, efficiency “fill washer fluid”, “ski gear rental advice” Complaints, calls, downloads, feedback 4 Support

19. Recap

20. Inspiredyou to think about how to organisecontent to get business results

21. Showed you the Research for the organisationalmodel for understanding your needs

22. Took you to an action, or Purchase, point where you accepted or rejected this content model

23. Supportedyour content discussions with stakeholders by sharing metrics for performance vs objectives

24. Jack Norell jack.norell@forward3d.com @jacknorell Organic Performance Client and Product Development Lead

Organising Content for Impact at Search London 11 Nov 2014

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