Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
How To Ensure You Never Run Out of Content IdeasFrom The Future
Content. It’s a critical component of almost all of our marketing efforts, yet we all struggle when it comes to creating a consistent content plan.
This presentation takes dive deep into how everyone can more efficiently identify content goals, ideate topics, and leverage promotion in the right places.
Content Audit: How to Put Data at The Heart of Your StrategyFrom The Future
You know what a content audit is, in a general sense. You evaluate the performance of your existing content and make decisions based on what to do with that data. But what data is most important? Are you making the right decisions? What’s the best process to actually execute? Are you eliminating usable content?
Whether your site is 100 pages or 100,000, conducting a content audit should transcend just what’s ranking and what’s not. We teach you how to think about a piece of content’s potential and show you what might be holding back objectively “good” pages. We’ll also talk in depth about your options for handling content that is under-performing.
Content production is one of the biggest (and potentially most lucrative) marketing investments a company can make. Our process shows you how to get the most out of that investment, even if it’s already been made.
What is Keyword Research & How to Do it ? Jam Hassan
Keyword Research is Most talk about Section of SEO . Our Whole Organic Campaign based on good selection of Keywords .I will explain What is Keyword Research & How to do it for your SEO Campaigns.
A look into the strategies to boost your website to the top of search engine results. Knowing your audience, keywords, blog content and social media are just some of the ways to achieve this.
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
How To Ensure You Never Run Out of Content IdeasFrom The Future
Content. It’s a critical component of almost all of our marketing efforts, yet we all struggle when it comes to creating a consistent content plan.
This presentation takes dive deep into how everyone can more efficiently identify content goals, ideate topics, and leverage promotion in the right places.
Content Audit: How to Put Data at The Heart of Your StrategyFrom The Future
You know what a content audit is, in a general sense. You evaluate the performance of your existing content and make decisions based on what to do with that data. But what data is most important? Are you making the right decisions? What’s the best process to actually execute? Are you eliminating usable content?
Whether your site is 100 pages or 100,000, conducting a content audit should transcend just what’s ranking and what’s not. We teach you how to think about a piece of content’s potential and show you what might be holding back objectively “good” pages. We’ll also talk in depth about your options for handling content that is under-performing.
Content production is one of the biggest (and potentially most lucrative) marketing investments a company can make. Our process shows you how to get the most out of that investment, even if it’s already been made.
What is Keyword Research & How to Do it ? Jam Hassan
Keyword Research is Most talk about Section of SEO . Our Whole Organic Campaign based on good selection of Keywords .I will explain What is Keyword Research & How to do it for your SEO Campaigns.
A look into the strategies to boost your website to the top of search engine results. Knowing your audience, keywords, blog content and social media are just some of the ways to achieve this.
Marrying SEO + UX - Ranking Your Website Through Visitor EngagementFrom The Future
User experience is the most underrated aspect of SEO.
These are some strategies to combine SEO with UX to leverage engagement for better Google rankings.
This PPT will tell you how to use your blog post or articles to generate money any tons of traffic coming for your website and sales page etc. for more seo tips and link building tips please visit to my website http://www.crunchyblogger.com
Semantic Analysis: Content Planning and Optimization Strategies for Hummingbi...semrush_webinars
With Google's focus shifting toward semantic algorithms, there are many new and important steps to consider when developing an effective content strategy. Following recent announcements -- including Hummingbird, Google Knowledge Graph and RankBrain -- search engines reward content marketers who take advantage of their competitive advantage, utilize creativity, and showcase subject-matter expertise. Additionally, marketers who have a clear understanding of their user's goals and the unique strengths of their business will be able to best use semantic analysis to their advantage.
Keyword Research - Moving Beyond Adwords - SMX Israel 2013Mark Ginsberg
Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.
Content Creation For Law Firms: An Introduction To Writing For The WebDan Jaffe
In this slide deck from a LawLytics attorney marketing webinar, Attorney Dan Jaffe and Community Manager Victoria Blute walk lawyers through the basics of writing marketing content for law firm websites. Topics include ideas for content, content mechanics and structure, and overcoming writers' block.
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
The Relationship Between Content Marketing & SEOCarolyn Shelby
A look at how Tribune Content Agency uses SEO to make content marketing/branded content better, more sellable, and to show the client positive ROI. Presented at PubCon Vegas 2014.
We all need maps to show us where we are and to give direction on where we need to be. It is no different when it comes to websites and your overall web presence. Through developing a website, an optimized SEO strategy, and measuring your success with analytics you can increase the number of customers coming into your local business.
Content Rising Summit 2015: The Content Standard Case StudySkyword Inc.
Skyword Director of Marketing Ruben Sanchez and Content Marketing Manager Ted Karczewski present on the lifespan and growth of their premier media property the Content Standard.
Marrying SEO + UX - Ranking Your Website Through Visitor EngagementFrom The Future
User experience is the most underrated aspect of SEO.
These are some strategies to combine SEO with UX to leverage engagement for better Google rankings.
This PPT will tell you how to use your blog post or articles to generate money any tons of traffic coming for your website and sales page etc. for more seo tips and link building tips please visit to my website http://www.crunchyblogger.com
Semantic Analysis: Content Planning and Optimization Strategies for Hummingbi...semrush_webinars
With Google's focus shifting toward semantic algorithms, there are many new and important steps to consider when developing an effective content strategy. Following recent announcements -- including Hummingbird, Google Knowledge Graph and RankBrain -- search engines reward content marketers who take advantage of their competitive advantage, utilize creativity, and showcase subject-matter expertise. Additionally, marketers who have a clear understanding of their user's goals and the unique strengths of their business will be able to best use semantic analysis to their advantage.
Keyword Research - Moving Beyond Adwords - SMX Israel 2013Mark Ginsberg
Mark Ginsberg's presentation from SMX Israel, at the Inbal Jerusalem Hotel on January 6, 2013. The session covered Keyword Research and Content Marketing.
Content Creation For Law Firms: An Introduction To Writing For The WebDan Jaffe
In this slide deck from a LawLytics attorney marketing webinar, Attorney Dan Jaffe and Community Manager Victoria Blute walk lawyers through the basics of writing marketing content for law firm websites. Topics include ideas for content, content mechanics and structure, and overcoming writers' block.
Guest Blogging Strategy That Will Take You Into The Next Level (Plus Other Li...Venchito Tampon
This is my slide deck during the GDI SEO Training Camp. It talks about a simple guest blogging strategy that will walk you through a step by step process (from link prospecting to guest blogging outreach). If you have any questions, you can ask me on twitter @venchito14 or visit my website at www.digitalphilippines.net
The Relationship Between Content Marketing & SEOCarolyn Shelby
A look at how Tribune Content Agency uses SEO to make content marketing/branded content better, more sellable, and to show the client positive ROI. Presented at PubCon Vegas 2014.
We all need maps to show us where we are and to give direction on where we need to be. It is no different when it comes to websites and your overall web presence. Through developing a website, an optimized SEO strategy, and measuring your success with analytics you can increase the number of customers coming into your local business.
Content Rising Summit 2015: The Content Standard Case StudySkyword Inc.
Skyword Director of Marketing Ruben Sanchez and Content Marketing Manager Ted Karczewski present on the lifespan and growth of their premier media property the Content Standard.
Building a foundation for strong content: Defining your audiences and their j...Amber Young
How well do you know your audiences? Meeting and exceeding your audience’s needs and understanding their journey is critical to your website’s success. This presentation covers best practices for creating personas and journey maps as well as how, when and why to apply them when making content decisions.
what is the content marketing?
inbound & outbound marketing
content marketing stats
inbound methodology
The power of storytelling
generation good ideas
planning long term strategy
building framework
becoming an effective writer
extending the value of content through repurposing
promote the content
analyzing and measuring content
developing a growth marketing mentality
Website Content Planning For Law Firms | LawLytics WebinarsDan Jaffe
Learn how to plan your law firm's content marketing strategy, and create a content plan for your law firm website that engages potential clients and referral sources, builds your reputation as a attorney, and works and plays well with the search engines and social media.
Personalized content - from Creation to ConversionBrightInfo
B2B companies testify that the effectiveness of content marketing is decreasing. With the over-saturation of B2B online content, this is hardly surprising.
In this webinar we will show, step by step, how to tighten your content operation and make the most of it.
The webinar will be presented by BrightInfo’s Founder & CEO, Boaz Grivland & nDash’s Founder & CEO Michael Brown, both veterans of their fields.
You can expect to learn:
- How to draw valuable insights from your experience
- How to crowdsource content ideation
- How to personalize your content
- The importance of outlining
- How relevancy impacts the effectiveness of your content
- How to create a content pool
- How to extend your content shelf life
- The importance of using personalized content recommendations
7 Traits of High Quality Content Useful Tips to Improve Your Writing.pptxWriteMe
Are you constantly struggling to find out the perfect recipe for creating high quality content for your website? The truth is that there is no singular method to create high quality content that fits every niche and topic. In fact, you have to dig deeper into the particular topic of discussion for your research. Moreover, you have to greatly consider your user’s search intent. Apart from these and many other factors, there are a few things you can take care of to create high quality content for your website.
read more: https://writeme.ai/blog/high-quality-content-writing/
Everyone has an opinion about their website, but the bottom line is that it’s either performing or it’s not. Many times the problem is far bigger than red versus blue or how you choose stock photos. The problem with an under-performing website is its inability to:
• Clearly start the sales conversation
• Provide a clear path to conversion
• Lead visitors through content that matters to them
This presentation provides direction on important metrics you need to consider before you agree to change anything on your website.
Learn more about our strategy services: http://newscred.com/learn-professional-services
This deck outlines the key factors for content marketing success, including:
- The core components of a content marketing strategy
- How to build a solid content marketing strategy
- How to utilize content across the buyer journey
- The content marketing roadmap
- How to conduct a content audit
- How to build your content marketing mission statement
What happens when we take a creative destructionist strategy toward content marketing? Are we truly doing things in new and innovative ways, or simply hitting the publish buttons? In this discussion, presented at Digital Summit Detroit, Microsoft's Group Product Marketing Manager and Social Data Expert, Geoff Colon goes deep into looking at a topic from a parallax view. Why is the best content a combination of entertainment and education? How do visuals enhance emotional resonance? Why should marketing be approached more like a DJ than a marketer?
For more disruptive ways to look at your marketing, follow Geoff on Twitter @djgeoffe or view his videos at youtube.com/djgeoffe
Thought Leadership Marketing Guide [2021]Emir Atlı
https://hockeystack.com/blog/thought-leadership-marketing-guide
If you have been looking for ways to grow your business, then you might've heard the term "thought leadership marketing."
I don't know what you have learned so far about it, but if you still have questions about what is and how you can become a thought leader, then this beginner guide to thought leadership marketing is just what you were looking for.
Let's get started with the basics.
A wide ranging presentation to the New York Times Travel and Trade Show about the state of travel blogging today, working with travel bloggers, and how to evaluate travel bloggers, plus a few interesting marketing campaigns that have been going on the last few years.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
I’m Lana and when I’m not in the hot yoga studio or dancing around the Green Door store, I wear three digital marketing hats
Inbound marketing manager for Fresh Egg running content led campaigns
Co-Founder of Brighton Digital Women
Content Strategist and Director at Unramble, working closely wth the WordPress community
Through these three roles my 2016 has been about building community - and I feel there is a real parallel to my approach to content
Building a community through content is just like building real life relationships
Help the people around you by asking how can I meet their needs?
This is a theme I’m as I talk to you about audience-led content
So, first to define some terms
What do I mean by audience?
People that your website is designed to communicate with, engage, persuade and convert
People you are looking to build a relationship with
Primary, secondary groups - although more complex have more
Your primary audience is the community of people that your product is for
Blog - people posts resonate with
Commercial - people your product and service is for
Secondary - influencer audience
Identify - not by demographics - but by NEEDS
Understanding needs - understand how to communicate on a personal level
What is content?
Lots of attention - untold blogs/speakers - content is king
Digital sense - words, images, videos, visuals that communicate to your audience
Aim to have specific content catering to each part of the buying cycle of audience
So, what is audience-led content?
Deep understand of audience at core
Meets informational needs
Framed to resonate emotionally
Relevant time and place
These qualities = persuasive
Beauty is - these qualities, help lead your audience
Make them do what you want them to do
Audience-led content = audience-leading content
Take-away - audience-led content something to aim for, influence directly or with content partner - so, why?
Tool to build relationships
Connecting with people at each stage of the buying cycle
Framed to connect with their mind-set
Persuade to take next step
Content buying cycle -
Attraction, consideration, preference and conversion
Responds to questions from real life - attract people
Product, USPs, benefits considering solutions
Brand identity, ethos, differentiation, trust - preference
CTAs - convert
Different formats - but all AUDIENCE-LED to be EFFECTIVE
Means of developing a persuasive relationship
Hold their hand through the cycle
As well as relationship-building there are technical reasons audience-led content performs well:
Search engines like audience-led content
More complex algorithms
Developments in semantic search = understand audience intention behind search
2014 - Hummingbird - serve more precise results, at speed
Understand whole query, holistically
whole meaning of a sentence
Not specific words in that query
Google understands - semantics of search
and semantics of content addressing that search
Goal - serve pages that are contextually relevant more prominently
In 2015 - RankBrain - machine learning - understand ambiguous terms
Google’s Search Quality guidelines - define how Google assesses the quality of a webpage
Number of factors, but pertinent to the need to create audience-led content
Principles that assess the extent to which the user’s needs are met on the page in order to help the user achieve their purpose
Forced SEOs and content creators to understand needs of audience
And create content that met these needs holistically vs. keyword stuffing
Focus on really satisfying your audience well and you will satisfy search engines naturally
Hopefully you are now convinced of why you would want to put your audience at the heart of your content
So, how can you ensure your content is audience-led?
“trigger event - need - search intention”
Understand purpose your audience = create content that satisfies this purpose
Mattress example -
Trigger - new relationship
Disturbed sleep, mattress moving around too much
Search for disturbed sleep, movement of partner
Content - sturdy mattresses to prevent partner disturbance
Hung on a narrative around new relationships
Meet their needs and engage with need for product
Mind-mapping method
Understand informational need - now understand emotional need
How are they discussing their needs online?
So, how do you seek out those conversations?
Tools to get emotional insight and read discussions:
Hashtagify & Twitter
Quora
Forum discussions
Buzzsumo
How is it framed?
Tone?
If highly shared - it resonates
Absorb this - get sense of mind-set
Understand need, understand emotion - now understand search intentions:
Start with examples - from your brain
Then use tools - understand related searches - holistic overview
You can also use Google Trends to see trends
Search Intent or Answer the Public to drill down into related queries
Thorough understanding of all of the questions that relate to the topic
This helps me unpick the questions that my content will need to address
Once you understand the need and the mind-set you can make content that resonates with it - by using psychographic framing
At Fresh Egg, we use four main mind-sets that people fall into:
Driven by instant gratification or hedonism
Driven by outcomes driven or pragmatism
Driven by a need to trust a certain process to achieve their aims or process satisfaction
Driven by the idea using the best approach to tick something off the list - approach driven
How to frame to convince each mind-set?
Hedonists - emphasise the pleasure of adherence or vice-versa the pain of non-adherence: “buy today and you’ll get 10% off” or “if you don’t by now, you’ll miss out on 10% off”
Pragmatists - emphasise positive outcome “If you buy now, great things will happen”
Those satisfied by process - maximising gain or minimising risk - “if you follow these steps, you’ll ensure that you get the maximum discount” or “if you follow these steps, you can ensure that you’ll avoid missing out”
Approach driven people - emphasises doing the right thing and taking the right approach, so mentally they can tick this off their list - “do this now to make sure everything stays on track” or “do this now, and you’ll ensure nothing can go wrong”.
Effective content - not just what you need to communicate - you also need to decide which format is most effective to communicate it in
Different content formats are more suited to different types of need and different stages of the buying cycle
Long - form - overview - attraction
Consideration - comparison table
Preference - video that shows ethos/differentiation
So, all of this research is to give you the foundations to create persuasive content:
Content based on:
Informational needs - search intention
Framed to resonate with emotional needs - from discussions
But:
Real sweet spot = this plus discoverable at the critical time and the place that your audience is looking
Aligns with trigger events = right time - and appropriate type to buying cycle stage
Right place = promotional plan - breadcrumbs that lead from relevant digital marketplaces
Huge topic - happy to discuss another time
So, how do you measure the success of your audience-led content?
Define what success looks like
It set specific, measureable, attainable and time bound objectives
Align with purpose of page and business objective
Define which METRICS
Define which TOOLS
BENCHMARK
Measuring success against SMART objectives allows you to continually improve on the performance of your content, doing more of what is working and less of what isn’t
At Fresh Egg, we use four main mind-sets that people fall into:
Driven by instant gratification or hedonism
Driven by outcomes driven or pragmatism
Driven by a need to trust a certain process to achieve their aims or process satisfaction
Driven by the idea using the best approach to tick something off the list - approach driven
How to frame to convince each mind-set?
Hedonists - emphasise the pleasure of adherence or vice-versa the pain of non-adherence: “buy today and you’ll get 10% off” or “if you don’t by now, you’ll miss out on 10% off”
Pragmatists - emphasise positive outcome “If you buy now, great things will happen”
Those satisfied by process - maximising gain or minimising risk - “if you follow these steps, you’ll ensure that you get the maximum discount” or “if you follow these steps, you can ensure that you’ll avoid missing out”
Approach driven people - emphasises doing the right thing and taking the right approach, so mentally they can tick this off their list - “do this now to make sure everything stays on track” or “do this now, and you’ll ensure nothing can go wrong”.
Before I finish, I wanted to take a moment to emphasise why I’ve fallen in love with audience-led content and why I think everyone involved in a site’s content can benefit from the approaches I have shared with you
Builds a relationship
Grow from disparate groups into community
Reach, engage, convert
Strangers into loyal advocates
Sense of purpose - satisfaction in empowering audience achieve objectives
Unites team - sense of achievement
In this way, purposeful audience-led content builds communities both sides of the screen
