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The one about content marketing (Brighton SEO 2021)
- 1. The One About Content Marketing @RebekahDunne #BrightonSEO
- 3. + Social Media eCommerce + Technical SEO @RebekahDunne #BrightonSEO
- 4. + PPC Content Marketing and PR + International SEO @RebekahDunne #BrightonSEO
- 5. What role does content marketing play? @RebekahDunne #BrightonSEO
- 6. I asked the people: What springs to mind when you hear the words - Content Marketer @RebekahDunne #BrightonSEO
- 7. @RebekahDunne #BrightonSEO I know, I know, I know!
- 8. @RebekahDunne #BrightonSEO There were 28 unique answers
- 9. @RebekahDunne #BrightonSEO User experience Make people read & buy Content calendar Need Digital PR Search intent Blogs / articles
- 10. Review of over 200 content marketer job postings on Glass Door: https://www.linkedin.com/feed/update/urn:li:activity:6730 093423384154112/ https://zengrowth.de/blog/content-seo/what-are-a- content-marketing-managers-responsibilities/ @RebekahDunne #BrightonSEO
- 11. So many responsibilities that I couldn’t fit them into this presentation. @RebekahDunne #BrightonSEO
- 13. So I ask the question... How can content marketers be better friends with other departments? @RebekahDunne #BrightonSEO
- 14. Some of the F.R.I.E.N.D.S I spoke to Chris Fairhurst PPC Manager Dignity Plc Miracle Inameti- Archibong Head of SEO Eurodite @mira_inam Julia-Carolin Zeng Freelance SEO consultant @RebekahDunne #BrightonSEO
- 15. Some of the F.R.I.E.N.D.S I spoke to Amy Fowler SEO Specialist Sweet Digital Corina-Cristina Calugaru Head of Strategy The Orange Notebook Cleo Chaisty Senior PR Executive Bring Digital @cleo_fern @RebekahDunne #BrightonSEO
- 16. Some of the F.R.I.E.N.D.S I spoke to Wayne Barker Online Marketing Consultant Boom Laura Hogan Agency Owner Sweet Digital @RebekahDunne #BrightonSEO
- 24. @RebekahDunne #BrightonSEO Before we begin...
- 25. Always remember that in content marketing... @RebekahDunne #BrightonSEO
- 28. Or recipe for success @RebekahDunne #BrightonSEO
- 30. The one with International Marketing @RebekahDunne #BrightonSEO
- 31. Word-for-word translations ain’t gonna cut it @RebekahDunne #BrightonSEO
- 32. Popular search terms in one country, may not be popular elsewhere @RebekahDunne #BrightonSEO
- 36. We should work more closely with the international team because… @RebekahDunne #BrightonSEO
- 37. Poorly written (or translated) content... @RebekahDunne #BrightonSEO
- 38. Breaks down trust @RebekahDunne #BrightonSEO
- 39. Makes your company look like amateurs @RebekahDunne #BrightonSEO
- 42. The one with PPC @RebekahDunne #BrightonSEO
- 43. The PPC team has access to information that could save you stacks of time @RebekahDunne #BrightonSEO
- 45. A means to get your content seen by more people @RebekahDunne #BrightonSEO
- 46. Sense check how Google views your page @RebekahDunne #BrightonSEO
- 47. What topics can you write about to help save them £££? @RebekahDunne #BrightonSEO
- 48. Working more closely with the PPC team... @RebekahDunne #BrightonSEO
- 49. Educates YOU on the language your users understand and use @RebekahDunne #BrightonSEO
- 50. Increases blog post / guide / white paper visibility @RebekahDunne #BrightonSEO
- 51. Saves you from hours of search term research @RebekahDunne #BrightonSEO
- 53. The one with Tech SEO @RebekahDunne #BrightonSEO
- 56. Let them double-check your work for the best optimisation @RebekahDunne #BrightonSEO
- 57. Ask for help if a page doesn’t perform how you were hoping it would @RebekahDunne #BrightonSEO
- 58. Work together when deciding whether to cull or improve something @RebekahDunne #BrightonSEO
- 59. Working more closely with the Tech SEO team... @RebekahDunne #BrightonSEO
- 60. Increases your chances of ranking @RebekahDunne #BrightonSEO
- 63. The one with Ecommerce SEO @RebekahDunne #BrightonSEO
- 64. Give product pages the love they deserve @RebekahDunne #BrightonSEO
- 65. Including customer experiences on your site will give you additional unique copy Create unique Copy @RebekahDunne #BrightonSEO
- 66. No two people will generally describe things in the same way @RebekahDunne #BrightonSEO Create unique Copy
- 67. Try not to put product instructions in PDFs @RebekahDunne #BrightonSEO Create unique Copy
- 68. Don’t forget that images, videos and other visuals are content too @RebekahDunne #BrightonSEO
- 69. Working more closely with the eCommerce team... @RebekahDunne #BrightonSEO
- 70. Can help you rank in more than one SERP @RebekahDunne #BrightonSEO
- 71. Stand out from other brands selling the same products @RebekahDunne #BrightonSEO
- 74. The one with Social Media @RebekahDunne #BrightonSEO
- 75. Don’t share on social media ‘just because’ @RebekahDunne #BrightonSEO
- 76. @RebekahDunne #BrightonSEO Social media teams have a wealth of audience information
- 77. Let their posts guide you on topics to cover @RebekahDunne #BrightonSEO
- 78. Working more closely with the Social Media team... @RebekahDunne #BrightonSEO
- 81. Can help to guide your content strategy @RebekahDunne #BrightonSEO
- 84. The one with PR
- 85. Supportive on site content is just as important as PR content so make sure it’s... @RebekahDunne #BrightonSEO
- 90. Has illustrated data @RebekahDunne #BrightonSEO
- 93. SEO input is also valuable @RebekahDunne #BrightonSEO
- 94. When content is strong and shareable it is more likely to gain links @RebekahDunne #BrightonSEO
- 95. Write PR articles on behalf of the client that is... @RebekahDunne #BrightonSEO I am pretty wisdomous
- 98. Tone of voice complements both the brand and the publication @RebekahDunne #BrightonSEO
- 99. Working more closely with the PR team... @RebekahDunne #BrightonSEO
- 103. The one with Local SEO @RebekahDunne #BrightonSEO
- 105. Write localised content: Service pages Blog content Location pages @RebekahDunne #BrightonSEO
- 107. If you’re going to do location-only pages, consider... @RebekahDunne #BrightonSEO
- 111. Images inside and outside @RebekahDunne #BrightonSEO
- 112. FAQ schema / PAA targeting @RebekahDunne #BrightonSEO
- 113. Linking to services and products @RebekahDunne #BrightonSEO
- 114. Localised numbers and addresses @RebekahDunne #BrightonSEO
- 115. Referencing local team members @RebekahDunne #BrightonSEO
- 117. Consider producing content with national interest but get input from local bloggers and influencers @RebekahDunne #BrightonSEO
- 118. Optimise GMB to include: ● Products ● Services ● Reviews ● Questions @RebekahDunne #BrightonSEO
- 120. The key takeaway from today is... @RebekahDunne #BrightonSEO
- 121. Let’s all be... @RebekahDunne #BrightonSEO
Editor's Notes
- You can’t have friends without every individual character. They are all essential. And the same is true of digital marketing.
- Without each of these, our marketing efforts have an increased chance of failure.
- All of these together add up to fantastic content that stands the test of time.
- What people think when you say ‘content marketing’
- What people think when you say ‘content marketing’
- I saw this post when I was scrolling through LinkedIn
- I saw this post when I was scrolling through LinkedIn
- Content marketing is fluid. It should never stop.
- I can offer advice but there is no set action-plan that guarantees results.
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- Don’t just translate your current meta descriptions and pages. Think about tone - an informal tone may be offensive to some whereas it is perfectly acceptable in others.
- .And when he started a new job he was worried he wouldn’t be able to hold his audience’s attention, resulting in him speaking in an...interesting British accent. You don’t want to look that silly so it is important you do market research for every country you are hoping to advertise in.
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- Are there high-cost search terms that aren’t conversion focused? Is there a blog post or guide you can create that will lower the cost, educate users and move them further down the funnel Save PPC budget - maybe free up some extra money for your department?
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- Because they can advertise them
- Don’t be a Joey. Just like in PPC. If you are targeting PAA or FS or any search terms outside what is already being tracked, double check with the SEO team. There may be a reason why it hasn’t already been targeted or some other backstory
- Writing separate articles that cover the same topics are an SEO problem and causes more work for the tech SEOs.
- (i.e. best use of headers, links (and their anchor text)).
- We can investigate why a piece of content/particular page isn't performing as well as we'd hope (or has seen a sudden drop in rankings) - i.e. when I did that for the UberKinky essential guides.
- We can dig into data on old posts to figure out what should be culled and what's worth updating. Have you ever had what feels like thousands of checks to make? You go through phases of being super careful and then throwing caution to the wind. Getting someone to help and bounce ideas off can help keep balance and not make mistakes
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- Product pages are often the most overlooked pages on eCommerce sites even though they are huge commercial drivers. often ranks for long-tail keywords which usually have low search volume but high purchase intent).
- Customer experience - especially if you are an affiliate site that legally has to display boilerplate copy from the manufacturer. And please stop putting product instructions in PDF’s you can have a link for people to download the content if they want to, put the copy on the page.
- Customer experience - especially if you are an affiliate site that legally has to display boilerplate copy from the manufacturer. And please stop putting product instructions in PDF’s you can have a link for people to download the content if they want to, put the copy on the page.
- Customer experience - especially if you are an affiliate site that legally has to display boilerplate copy from the manufacturer. And please stop putting product instructions in PDF’s you can have a link for people to download the content if they want to, put the copy on the page.
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- Think about whether we want to utilise social media and consider that in our writing
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- A view can sense a disconnected team from a mile off
- Yours, your social team, the users
- There is no point in sharing long-form content and posting in on social if it’s known that facebook members don’t respond well.
- The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
- The term your UK audience use may not be what your international clients use. For example, one term in English may have multiple synonyms in French.
- The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
- The more you can connect, engage and educate in a way that speaks to the audience, the more likely you are to push viewers down the user journey and improve stats
- So that we can all be better friends