The document discusses the importance of audience understanding in content marketing, emphasizing that great content should prioritize user needs and feedback. It highlights the benefits of adopting an agile approach to content development, which allows for fast iterations based on user insights. Additionally, it covers various strategies for optimizing content through effective keyword research and user testing.

1. Understanding your audience;
Agile thinking & our content
BrightonSEO
18th September 2015
@pagesauce

2. Charlie Williams
Head of Marketing
charlie (at) white.net
@pagesauce

3. @pagesauce
Content = our best method to
offer a unique experience in
markets increasingly filled with
similar products

4. @pagesauce
Putting the audience first
We can harness the power of our
audience to build better content
experiences
@pagesauce

5. @pagesauce
A story…
About how I learned
to make content

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A story…
About how I first learned
to make content
with ferries

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What I’ve built…

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ferries to France
What I’ve built…

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ferries from France
ferries to France
What I’ve built…

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France ferries
ferries from France
ferries to France
What I’ve built…

11. @pagesauce
France ferries
ferries from France
ferries to France
What I’ve built…
And more… oh dear

12. @pagesauce@pagesauce

13. @pagesauce
Optimising for search query topic
buckets, not individual keywords
Thinking in topics
https://moz.com/blog/topics-people-
over-keywords-rankings-whiteboard-
friday/
http://www.socialmediatoday.com/cont
ent/future-seo-topics-instead-keywords

14. @pagesauce
& content marketing
SEO content, keyword research,
UX, content strategy, social media,
= Content development
@pagesauce

15. @pagesauce
Agile
Richard Prowse
https://gathercontent.com/blog/adopting-agile-approach-content
helps organisations … focus on
meeting user needs, prioritising
delivery and helping people to
collaborate

16. @pagesauce
An agile project is about creating
fast iterations of products based
on the feedback of real users -
Prioritise features for users over
everyone else Gov.uk
https://www.gov.uk/service-manual/agile

17. @pagesauce
But…
Agile’s for developers, right?
@pagesauce

18. @pagesauce
content marketing & agile approach
SEO content, keyword research,
UX, content strategy, social media,
= Content development
@pagesauce

19. @pagesauce
https://moz.com/blog/user-behaviour-data-as-a-ranking-signal

20. @pagesauce
Build great content
= the new content is king…
@pagesauce

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Product pages
How do we make these great?
@pagesauce

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Challenging or new industries
What counts as great content?
@pagesauce

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Helping the audience
needs?
So, how do we create content that
actually serves our audience’s
@pagesauce

25. @pagesauce
Questions

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When you do a search, you
generally want an answer
Gabriel Weinberg
http://www.fastcompany.com/3026698/inside-
duckduckgo-googles-tiniest-fiercest-competitor

27. @pagesauce
Types
of
searches

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Listening to
the audience
@pagesauce

29. @pagesauce
Google Analytics
Understand what is working;
what does your audience enjoy?
@pagesauce

30. @pagesauce
Google Analytics
Understand what is working;
what does your audience enjoy?
@pagesauce

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What’s earned your
audience’s interest?

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What’s earned your
audience’s interest?

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talking about?
What is our audience
Topsy
@pagesauce

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content
User testing
Eye-opening insight into what
your audience wants from your
https://www.usertesting.com/product/videos-and-metrics

37. @pagesauce
results
Surveys
Ask you audience what they
want & incentivise for best
@pagesauce

38. @pagesauce
questions
Questions
Competitor FAQs & Quora
for researching common
@pagesauce

39. @pagesauce
User-centric
keyword research
Quality keyword research
unveils your audience’s needs
http://www.momentology.com/7216-user-centric-keyword-research-topics/
@pagesauce

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SEMrush
Dig into the topics your
competitors earn traffic with
http://refugeeks.com/semrush/
@pagesauce

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Google Trends
Plus, related terms
Is this a growing topic?
@pagesauce

42. @pagesauce
Scrape Google suggest

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Kewordtool.io
KeywordKiwi
Ubersuggest
Scrape Google suggest
@pagesauce

44. @pagesauce@pagesauce
User stories
audience wants, & map the journey
Take your personas, & what your
https://gathercontent.com/blog/adopting-agile-approach-content
https://www.gov.uk/service-manual/agile/writing-user-stories.html
https://yougov.co.uk/profiler

45. @pagesauce
Wireframes
Be able to show how your content
will work
Balsamiq Mockups
@pagesauce

46. @pagesauce
http://backlinko.com/skyscraper-technique
An example
To get your own ideas going
@pagesauce

47. @pagesauce@pagesauce
Tell your stories of your product
product or service
Content can be about the user
experiences to be had with your

48. @pagesauce
Agile thinking
helps our SEO in two ways:
Focus on one issue at a time,
& helping us understand the
audience, so we know what to
make

49. @pagesauce

50. @pagesauce
charlie (at) white.net
THANK YOU
Questions?
@pagesauce