This is a recap of our presentation on January 27th. We combined the talking points from our Director of Content Strategy's presentation into the slides of some of our favorite client work examples. We appreciate any shares and feedback.

2. On
January
27th
we
joined
forces
with
RebelMouse
and
The
Relevancy
Group
to
bring
you
a
webinar
about
the
art
of
domina@ng
content
discovery,
strategy
and
distribu@on.

4. We
combined
the
talking
points
with
the
webinar
presenta@on
slides
for
your
consump@on
here.
Get
ready
to
learn
how
to
dominate
content
strategy
and
discovery.

5. Severin Nesselhauf
Director, Content Strategy
@DMcontent
Tweet us if you have more questions!

6. Here are some challenges
with content marketing
First,

7. #1
It has never been
harder to create
compelling content

8. #2
Audience’s
Attention spans are
ever-decreasing

9. #3
Content is no longer
consumed in one place – it
needs to be everywhere –
in different formats

10. studioD works with
brands and agencies to
grow their audience and
keep them engaged
through content that
matters.

11. CLIENT EXAMPLE:
SAMSUNG
TECHLIFE
CONTENT
CHANNEL

12. Goal:
Provide lifestyle and
hands-on content
around technology
and electronics

13. Goal:
Provide inspiration,
tips and insights

14. Provide relevant
content
Goal:

15. Because…
Relevant content is
the key to
successful content
marketing

16. But HOW did we
find the right
content topics?

17. What Makes Content Relevant?
Intent-driven Authoritative
Discoverable

18. Authoritative
1
Create content around topics that
you’re an expert in
Authoritative

19. Authoritative
1
Topics where you as a brand can
provide unique value
Authoritative

20. Intent-Based
2
Content that speaks to a user’s
need for information
Intent-driven

21. Intent-Based
2
Helps them solve a challenge
while still
entertaining them
Intent-driven

22. Intent-Based
2
Google describes “intent” as micro-
moments – moments throughout the
day in which users search for
information and want to act on it
Intent-driven

23. Discoverable
3
Content that is easy to find online
(SEO optimized)
Discoverable

24. HOW do you discover
what makes you an
authority? HOW do you
identify your users’ intent?
HOW can you make your
content discoverable?

25. The key to answering
these questions is…

26. DATA

27. studioD has access to
exclusive proprietary
publisher data. We
construct all of our
content strategies with a
data-driven approach.

28. Authoritative Data
1
Every brand has something that
they do best, something they
have inherent expertise in

29. The Goal:
Uncover content opportunities
that might be hidden right now
because the content lives in
inaccessible places

30. Hidden Content
Turn research into
easily-digestible content
Content
Opportunities
Authoritative Tips
White Space
Find the “white space” –
topics and themes within
your industry that you
can own with a
unique voice
Content
Opportunities

31. CLIENT EXAMPLE:
NXP IS A B2B
COMPANY THAT IS
A LEADER IN
SEMICONDUCTOR
TECHNOLOGY
Authoritative

32. NXP:
Their illustrated infographic
is easily digestible and
fulfilled a “white space” –
establishing them as
authorities in their space

33. Intent-Driven
2
Users are open to receiving
information when it is helpful
to them

34. What do they want?
When do they want it?
How do they want it?
Intent-Driven

35. Intent-Driven
CLIENT EXAMPLE:
SAMSUNG
SHARED AN
ARTICLE ABOUT A
BACK-TO-SCHOOL
TOPIC BEFORE
THE SEASON
BEGAN

36. SAMSUNG:
Their publishing content
matches their audiences’
seasonal behavior
(our proprietary Demand Media data tells us that
interest in back-to-school topics starts picking up
as early as July)

37. INTENT DRIVEN:
Goal is for your content to
build up traffic before users
start searching for it so that
your content ranks higher in
search results

38. Intent-Driven Tips
2
Here are some tools to help you
out with this

39. What do they
want?
Buzzsumo.com
Tubebuddy.com
Intent-Driven Intent-Driven Intent-Driven
When do they
want it?
Google Trends
Keyword planning tools
Your own sales data
How do they
want it?
Depending on platform
Engaging and actionable
Intent-Driven Tools

40. Discoverable
3
Be found: optimize for organic
searches and paid media, mainly
through the headline

41. Discoverable
CLIENT EXAMPLE:
SHARP TV USES
NUMBERS AND
DIRECT
KEYWORDS IN
THEIR HEADLINE

42. Discoverable
3
Here are some tips and tools to
help your content get found

43. Discoverability Tips
Discoverable
Optimize
Include numbers in headline
Personalize headline
Discoverable
Keyword Research
Your SEO/SEM team
Wordtracker.com
SEM Rush

44. RECAP:
We showed you how:
1. In order to stand out, you
must create compelling
content by being relevant
with your audience

45. RECAP:
We showed you how:
2. In order to be relevant,
studioD uses a Data-Driven
approach

46. RECAP:
We showed you how:
3. Content has to be:
ü Authoritative
ü Intent-Driven
ü Discoverable

47. More Questions?
Feel free to email us at
info@studioD.com
Mention this Slideshare!

48. Thank you!
Continue the conversation:
@DMcontent