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Your Content is Awesome – Now What? By @staceycav at #brightonseo
- 1. @staceycav Your Content is Awesome Now what?! Stacey MacNaught Tecmark
- 2. #brightonseo @staceycav 3 things that should never, ever happen…
- 3. #brightonseo @staceycav Mums on Facebook.
- 4. #brightonseo @staceycav Mums on Facebook
- 5. #brightonseo @staceycav The solo selfie.
- 6. #brightonseo @staceycav I’m talking about you, @richbannister
- 7. #brightonseo @staceycav Content campaigns without promotion budgets and plans.
- 8. #brightonseo @staceycav
- 9. #brightonseo @staceycav Even brilliance can go unno>ced.
- 10. #brightonseo @staceycav h#p://www.currencies.co.uk/what-‐country-‐should-‐you-‐live-‐in/
- 11. #brightonseo @staceycav h#p://www.currencies.co.uk/what-‐country-‐should-‐you-‐live-‐in/
- 12. #brightonseo @staceycav Mediocrity will almost always go unno>ced.
- 13. #brightonseo @staceycav This is a ‘thing’ we ‘made’ one >me
- 14. #brightonseo @staceycav
- 15. #brightonseo @staceycav WD is with the dinosaur?!
- 16. #brightonseo @staceycav
- 17. #brightonseo @staceycav
- 18. #brightonseo @staceycav Fast forward a few years…
- 19. hHp://www.tecmark.co.uk/smartphone-‐usage-‐data-‐uk-‐2014/ #brightonseo @staceycav
- 20. #brightonseo @staceycav
- 21. #brightonseo @staceycav
- 22. #brightonseo @staceycav Simple ideas formaHed to fit target audiences
- 23. #brightonseo @staceycav
- 24. #brightonseo @staceycav Our changes to reach a point where projects consistently meet or exceed expectations:
- 25. #brightonseo @staceycav Better goal setting
- 26. #brightonseo @staceycav More efficient ideation h#p://blogsession.co.uk/2014/03/635-‐method-‐brainwriCng/
- 27. #brightonseo @staceycav Thorough audience analysis h#p://blogsession.co.uk/2015/06/content-‐audience-‐insight-‐tools/
- 28. #brightonseo @staceycav Higher quality production
- 29. #brightonseo @staceycav Significantly higher investment into smarter promotion planning and execution
- 30. #brightonseo @staceycav Time and money.
- 31. #brightonseo @staceycav Outreach ≠ Promo>on
- 32. #brightonseo @staceycav If ‘outreach’ is the only thing you are doing to promote your content, then you are not doing enough.
- 33. #brightonseo @staceycav Outreach ≠ Promo>on
- 34. #brightonseo @staceycav Before you can plan promotion you need to know why you’re doing it.
- 35. What does success look like? #brightonseo @staceycav
- 36. #brightonseo @staceycav You need to know who you’re doing it for
- 37. #brightonseo @staceycav Depending on goals, your content target audience might not be the same as your target customer
- 38. #brightonseo @staceycav
- 39. #brightonseo @staceycav WTF is Twee%ng?!
- 40. #brightonseo @staceycav
- 41. #brightonseo @staceycav Align your objectives with your audience
- 42. #brightonseo @staceycav Find out where your audience is finding content and what they’re reading 1. Where
- 43. #brightonseo @staceycav h#ps://yougov.co.uk/profiler YouGov Profiles
- 44. #brightonseo @staceycav h#ps://yougov.co.uk/profiler
- 45. #brightonseo @staceycav h#ps://yougov.co.uk/profiler
- 46. #brightonseo @staceycav h#ps://yougov.co.uk/profiler
- 47. #brightonseo @staceycav h#ps://yougov.co.uk/profiler
- 48. #brightonseo @staceycav h#ps://www.facebook.com/ads/audience_insights Facebook Audience Insights
- 49. #brightonseo @staceycav h#ps://www.facebook.com/ads/audience_insights
- 50. #brightonseo @staceycav h#ps://adwords.google.com/da/DisplayPlanner Google Display Planner
- 51. #brightonseo @staceycav h#ps://adwords.google.com/da/DisplayPlanner
- 52. #brightonseo @staceycav Start finding specific contacts 2. Who
- 53. #brightonseo @staceycav h#ps://adwords.google.com/da/DisplayPlanner
- 54. #brightonseo @staceycav h#ps://adwords.google.com/da/DisplayPlanner hHp://bit.ly/1SwscbE
- 55. #brightonseo @staceycav h#ps://adwords.google.com/da/DisplayPlanner 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publicaCons/ Influencers Organise them into Tiers
- 56. #brightonseo @staceycav Get buy in early (where possible) 3. When
- 57. #brightonseo @staceycav 1.Major Influencers 2. Mid Weight Influencers 3. Smaller publicaCons/ Influencers Tier 1 – Before Produc>on
- 58. #brightonseo @staceycav Good old fashioned psychology
- 59. #brightonseo @staceycav Commitment
- 60. #brightonseo @staceycav I saw you wrote about people with their faces in their phones in the pub! If I had data suggesCng people spend 3 hours of the day on their phone, would it be of interest?
- 61. #brightonseo @staceycav I saw you wrote about people with their faces in their phones in the pub! If I had data suggesCng people spend 3 hours of the day on their phone, would it be of interest?
- 62. #brightonseo @staceycav Reciprocity
- 63. #brightonseo @staceycav Great. While we’re conducCng our research, are there any other quesCons you think we should be asking? Is there any data we could acquire that would specifically help you?
- 64. #brightonseo @staceycav Messaging and Headlines 4. What
- 65. #brightonseo @staceycav
- 66. #brightonseo @staceycav How well you describe your content is as important as how good it actually is.
- 67. #brightonseo @staceycav
- 68. #brightonseo @staceycav Let’s take a lesson from clickbait headlines
- 69. #brightonseo @staceycav
- 70. #brightonseo @staceycav
- 71. #brightonseo @staceycav
- 72. #brightonseo @staceycav
- 73. #brightonseo @staceycav Yes, you need a cracking headline.
- 74. #brightonseo @staceycav Yes, you need a cracking headline. But you also need to deliver on it.
- 75. #brightonseo @staceycav h#p://simitator.com/generator/twi#er/tweet h#ps://www.google.com/insights/consumersurveys/ + Test headlines, email subjects, Tweets…
- 76. #brightonseo @staceycav
- 77. #brightonseo @staceycav MailChimp Lets You Split Test Email
- 78. #brightonseo @staceycav Read This. h#p://markeCng.buzzsumo.com/ link-‐study/
- 79. #brightonseo @staceycav h#p://markeCng.buzzsumo.com/link-‐study/
- 80. #brightonseo @staceycav And this. h#p://nytmarkeCng.whsites.net/mediakit/pos/
- 81. #brightonseo @staceycav
- 82. #brightonseo @staceycav And these.
- 83. #brightonseo @staceycav And these.
- 84. #brightonseo @staceycav And these.
- 85. #brightonseo @staceycav And these.
- 86. #brightonseo @staceycav Reaching the right people at scale 5. How
- 87. #brightonseo @staceycav Outreach ≠ Promo>on
- 88. #brightonseo @staceycav Supplement with Paid Press Release Distribu>on
- 89. #brightonseo @staceycav Paid Social and Content Discovery
- 90. #brightonseo @staceycav PPC for Content Promo>on
- 91. #brightonseo @staceycav “Adwords is cheap.”
- 92. #brightonseo @staceycav “Adwords is cheap.”
- 93. #brightonseo @staceycav Adwords is auction based. If nobody is bidding, it’s freakin’ cheap.
- 94. #brightonseo @staceycav Nobody’s bidding
- 95. #brightonseo @staceycav Nobody’s bidding
- 96. #brightonseo @staceycav Nobody’s bidding
- 97. #brightonseo @staceycav On Page SEO for Content
- 98. #brightonseo @staceycav
- 99. #brightonseo @staceycav
- 100. #brightonseo @staceycav Treat a piece of content the way you would treat a key product or service page
- 101. #brightonseo @staceycav And FFS, no dinosaurs.
- 102. #brightonseo @staceycav Thank you stacey.macnaught@tecmark.co.uk @staceycav