Digital Marketing Summit Southampton 2018, Hannah Thorpe, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @hannahjthorpe

1. CONTENT MARKETING MASTERCLASS
HANNAH THORPE
@HANNAHJTHORPE

2. GOOGLE IS
BECOMING A
DISCOVERY ENGINE.

3. SO HOW IS GOOGLE
CHANGING?

4. QUITE LITERALLY IN THE CASE OF
THE GOOGLE FEED.

5. THE TOPIC LAYER
• Single search
• Most relevant sub-
topics
• Sits above the
knowledge graph layer

6. ACTIVITY CARDS
• Personalisation in
the SERPs
• Stores previous
pages & queries
• Suits longer research
journeys

7. ENTITY AS A RANKING FACTOR.
The idea that we can push our
rankings forward through entity
associations, and not just links,
is incredibly powerful and
versatile.

9. CONTENT CAN BUILD YOUR
BRAND BY BOOSTING YOUR
SATISFACTION AND QUALITY
EXPERIENCE RATES.

10. WHAT IS CONTENT
MARKETING?

11. OFFICIALLY…
A type of marketing that involves the
creation and sharing of online material
(such as videos, blogs and social media
posts) that does not explicitly promote a
brand but is intended to stimulate interest
in its products or services

12. THE CO-OP.
https://hub.co-­‐
opinsurance.co.uk/nostalgia-­‐
fm/

13. TOTALLY
MONEY.
http://www.totallymoney.co
m/minimum-­‐payment-­‐trap/

14. BUILDING
CONTENT WITH
PROCESS.

15. THE KEY TO GOOD CONTENT
MARKETING.
1. Identify the brand’s Commander’s Intent
2. Know your consumers
3. Understand what they want to know about
4. Choose the best format
5. Get coverage and attention
6. Measure your performance & repeat

16. COMMANDER’S
INTENT

17. ‘NEVER TELL PEOPLE HOW
TO DO THINGS. TELL THEM
WHAT TO DO AND THEY
WILL SURPRISE YOU WITH
THEIR INGENUITY’
- GENERAL GEORGE S. PATTON

18. Spirit Airlines
The cheapest domestic airline in
the US

20. LET’S LOOK AT BRAND.
1. WHAT IS THEIR
COMMANDER’S INTENT?
2. WHY?

22. KNOW YOUR
CONSUMERS.

23. WHO IS YOUR CONTENT FOR?
Current
Content
Current
Customers
Potential
Customers
New content must
appeal to current and
new audiences
Attract new
customers with
visibility who engage
with your current
content too

24. WHO WILL YOU BE
SELLING TO?
• PREDOMINANTLY MALE OR FEMALE?
• HOW OLD?
• INCOME?
• CAREER?
• FAMILY STATUS?
• LIKES? DISLIKES?
• ROUTINE?

25. WHO WILL YOU BE
SELLING TO?
You
Gov Profiles
Lite

26. Pain Points
TasksInfluences
Feelings
Excitement
Freedom
Independence
“I
want
to
feel
like
this
insurance
is
especially
for
me,
tailored
completely
to
my
needs.
It
suits
my
soon-­‐to-­‐be
successful
career.”
Social Media
Parents
Friends
Career
Caroline
Get a quote
Buy insurance
Compare prices
Understand
policy details
Paying a lump sum
Impatience
Cost
TV advertising

27. BACK TO NIKE.
CREATE A PERSONA OF WHO THEIR AUDIENCE
COULD BE
CREATE AN EMPATHY MAP FOR THEIR BUYING
PROCESS

28. STARTING YOUR
CONTENT
MARKETING

29. WHAT
WE
ARE
GOING
TO
COVER.
1
Audit existing content on
the site to fully
understand how it
performs (both
organically and on paid
media channels
CONTENT
PROCESS
2
Optimise your existing
content with in-depth
keyword research &
strategic, focused
landing page mapping
3
Identify new
opportunities for
content; supplementary
for the services &
engaging campaigns
4
Amplify the content
produced with an
integrated off-site
campaign and paid
channels

30. 1. AUDIT
Identification of
high
converting
pages
Analytics of
on-­‐
page
metrics
Organic search
performance
of
each
page
Paid media
performance
of
each
page
Social
engagement
with
pages

31. 2. OPTIMISE EXISTING
CONTENT

32. FINDING YOUR
TOPIC

33. PURCHASE
CYCLE
• IDENTIFY THE NEEDS OF
THE CONSUMER AT EVERY
STEP OF THE PURCHASE
JOURNEY
• CORRECT AUDIENCE
• RELEVANT STRATEGY FOR
DIFFERENT INTENTS
Awareness
Research
Consideration
Sale
Retention

34. HOW DO PEOPLE KNOW THEY WANT YOUR
PRODUCT?
“65" ULTRA HD 4K PRO HDR OLED TELEVISION
-­‐ TX-­‐65EZ1002B”
“PANASONIC REVIEWS, SONY REVIEWS”
“DIFFERENCE BETWEEN 4K HD & HD”
“BEST TV REVIEWS”
“HOW TO FIX TV WITH FUZZY SOUND?”

35. IMAGINE THEIR PURCHASE
FUNNEL
How would that persona interact with your
brand?
What were they doing pre-awareness?
What’s the most important retention
factor?

36. ANSWER THESE QUESTIONS.
How do people know they
want your product/service?
Who will you be
selling to?
What makes you different to
your competitors?
What is the alternative to
your product/service?
What questions are your
audience asking?

37. VALENCE AROUSAL DOMINANCE.

39. SOCIAL MEDIA.
Brand advocacy
SINGLE CLICK INTERACTIONS
Complaints,
poor reviews USER GENERATED CONTENT
Likes , FavouritesIgnore all interactions

40. FOR
EXAMPLE...

42. EXPORT.

43. TAGGING & ANALYSIS.

44. QUANTIFY TOPIC
POPULARITY AMONGST
THE MOST ENGAGED
CONSUMERS.

45. FORMAT

46. FACTORS.
Time to Consume Device Location

47. PEOPLE LIKE FAMILIAR FUNCTIONALITY.

48. PICK A FORMAT.
WHY? DOES THIS MATCH
COMMANDER’S INTENT?
WHAT IF BUDGET WAS UNLIMITED?
WHAT IF IT ISN’T?

49. theatlas.com

50. mapchart.net

51. COVERAGE

52. WHY SHOULD THEY TALK
ABOUT YOU?
Human InterestProminence
ProximitySignificanceTimeliness

53. IDENTIFY RELEVANT PLACES.

54. INTEGRATE WITH PAID
CHANNELS.

55. PICK THE RIGHT
NETWORK
• Twitter is popular for ages 18-29; so this is
where you can capture the younger end of
your typical audience
• As expected, linkedin users tend to be slightly
older, earning more money and have a
university degree
• Twitter and facebook are used more
frequently than linkedin, at least once a day

56. MOST IMPORTANTLY – BE
CONSISTENT!
• Consistent formatting
• Use of imagery
• Tagging on related accounts
• Engaging way to share content beyond a
retweet

57. Q&A