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

15. #brightonseo @staceycav WD is with the dinosaur?!

18. #brightonseo @staceycav Fast forward a few years…

19. hHp://www.tecmark.co.uk/smartphone-‐usage-‐data-‐uk-‐2014/ #brightonseo @staceycav

22. #brightonseo @staceycav Simple ideas formaHed to ﬁt target audiences

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.

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

39. #brightonseo @staceycav WTF is Twee%ng?!

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

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

66. #brightonseo @staceycav How well you describe your content is as important as how good it actually is.

68. #brightonseo @staceycav Let’s take a lesson from clickbait headlines

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…

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/

82. #brightonseo @staceycav And these.

86. #brightonseo @staceycav Reaching the right people at scale 5. How

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

97. #brightonseo @staceycav On Page SEO for Content

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