Why you need to shift to a customer first content/ SEO strategy
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Find out why you need to shift to a customer first content/SEO strategy. But more than that, find out key 'red flags' that show you you're being business first. Talk given at Autumn 2021 BrightonSEO.
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Why you need to shift to a customer first content/ SEO strategy
- 1. Why you need to shift to a customer first content/SEO strategy Kelly Johnstone | Staysure Group SLIDESHARE.NET/KELLYJOHNSTONE9 @JELLYYOSEO
- 2. What’s the difference? @jellyyoseo #brightonseo
- 3. Business centric: Considers what we need to do as a company/team to make money/ grow our business. @jellyyoseo #brightonseo
- 4. Customer centric: Giving value is valued by your customers. And that’s valuable to your business. @jellyyoseo #brightonseo
- 6. Content strategy: Flywheel vs Funnel @jellyyoseo #brightonseo
- 8. Give value Make it easy to shop and buy Their success is our success @jellyyoseo #brightonseo
- 9. I’ve got a bad feeling about this... @jellyyoseo #brightonseo
- 10. 1.It’s all about You. “He will join us or die, Master!’ @jellyyoseo #brightonseo
- 11. This is the way. @jellyyoseo #brightonseo
- 12. 2. You work in a silo I said silo not Solo... @jellyyoseo #brightonseo
- 14. 3. Your landing page titles have been written by Yoda. Good this is not. @jellyyoseo #brightonseo
- 15. Match my intent, not my search term. @jellyyoseo #brightonseo
- 18. 5. You don’t check mobile view @jellyyoseo #brightonseo
- 20. What does customer-first look like? @jellyyoseo #brightonseo
- 21. Create relationships built to last @jellyyoseo #brightonseo
- 22. Understand your audience and help with their problems @jellyyoseo #brightonseo
- 24. Repurpos e your content in the right place @jellyyoseo #brightonseo
- 25. Use the right form of content for your audience @jellyyoseo #brightonseo
- 26. Give real value -Educational -Entertaining -Engaging @jellyyoseo #brightonseo
- 28. Measure success from a customer point of view @jellyyoseo #brightonseo
- 30. Not all traffic is good traffic @jellyyoseo #brightonseo
- 31. Attribution modelling & engagement metrics Engagement metrics @jellyyoseo #brightonseo
- 33. 2. Users are people @jellyyoseo #brightonseo
- 34. 3. Quality over quantity @jellyyoseo #brightonseo
- 35. 4. Measure it, then improve it @jellyyoseo #brightonseo
Editor's Notes
- Measuring sales, but also Increasing lifetime value.
- E St Elmo Lewis in 1898. Although focusing on sales as a KPI is important, the method of growth should be to focus on the customer.
- Customer satisfaction & sales as valuable metrics
- Content filled with ‘we’ first, considering business rather than customer.
- Switch to you focus.
- BUT make sure you’re repurposing for the right channel (customer first).
- Understand your content mix and its aims
- >½ traffic is mobile. Do you consider what your content looks like on mobile? What’s the % of people that view on a device? If you’re not considering different devices for the same piece of content, or hoping that it will translate, then it’s not good enough.
- Personas - their needs.
- Podcasts, long articles, videos, graphics, infographics.
- If your page is helping, what should the next step be for the customer?