Your Content is Awesome – Now What? By @staceycav at #brightonseo

Stacey MacNaught
Stacey MacNaughtFreelance SEO and Content Marketing Consultant at Freelance
@staceycav	
  
Your Content is
Awesome	
  
Now	
  what?!	
  
Stacey	
  MacNaught	
  
Tecmark	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
3 things that should never, 	
ever happen…
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Mums on 	
Facebook.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Mums on 	
Facebook
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
The solo selfie.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
I’m talking 	
about you,	
@richbannister
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Content campaigns	
without promotion	
budgets and plans.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Even	
  brilliance	
  can	
  go	
  
unno>ced.	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#p://www.currencies.co.uk/what-­‐country-­‐should-­‐you-­‐live-­‐in/	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#p://www.currencies.co.uk/what-­‐country-­‐should-­‐you-­‐live-­‐in/	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Mediocrity	
  will	
  almost	
  always	
  
go	
  unno>ced.	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
This	
  is	
  a	
  ‘thing’	
  we	
  ‘made’	
  one	
  
>me	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
WD	
  is	
  with	
  the	
  
dinosaur?!	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Fast	
  forward	
  a	
  few	
  years…	
  
hHp://www.tecmark.co.uk/smartphone-­‐usage-­‐data-­‐uk-­‐2014/	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Simple	
  ideas	
  formaHed	
  to	
  fit	
  
target	
  audiences	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Our changes to reach a point where	
projects consistently meet or exceed	
expectations:
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Better goal setting
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
More efficient ideation	
h#p://blogsession.co.uk/2014/03/635-­‐method-­‐brainwriCng/	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Thorough audience analysis	
h#p://blogsession.co.uk/2015/06/content-­‐audience-­‐insight-­‐tools/	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Higher quality production
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Significantly higher investment	
into smarter promotion planning 	
and execution
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Time	
  and	
  money.	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Outreach	
  ≠	
  Promo>on	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
If ‘outreach’ is the only thing you	
are doing to promote your 	
content, then you are not 	
doing enough.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Outreach	
  ≠	
  Promo>on	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Before you can plan promotion	
you need to know why you’re doing it.
What	
  does	
  success	
  look	
  like?	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
You need to know who you’re 	
doing it for
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Depending	
  on	
  goals,	
  your	
  content	
  
target	
  audience	
  might	
  not	
  be	
  the	
  
same	
  as	
  your	
  target	
  customer	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
WTF	
  is	
  
Twee%ng?!	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Align your objectives with your audience
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Find out where your audience is 	
finding content and what they’re reading	
1. Where
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://yougov.co.uk/profiler	
  
YouGov	
  Profiles	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://yougov.co.uk/profiler	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://yougov.co.uk/profiler	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://yougov.co.uk/profiler	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://yougov.co.uk/profiler	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://www.facebook.com/ads/audience_insights	
  	
  
Facebook	
  Audience	
  Insights	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://www.facebook.com/ads/audience_insights	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://adwords.google.com/da/DisplayPlanner	
  	
  
Google	
  Display	
  Planner	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://adwords.google.com/da/DisplayPlanner	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Start finding specific contacts	
2. Who
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://adwords.google.com/da/DisplayPlanner	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://adwords.google.com/da/DisplayPlanner	
  	
  
hHp://bit.ly/1SwscbE	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#ps://adwords.google.com/da/DisplayPlanner	
  	
  
1.Major	
  Influencers	
  
2.	
  Mid	
  Weight	
  Influencers	
  
3.	
  Smaller	
  publicaCons/
Influencers	
  
Organise	
  them	
  into	
  Tiers	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Get buy in early (where possible) 	
3. When
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
1.Major	
  Influencers	
  
2.	
  Mid	
  Weight	
  Influencers	
  
3.	
  Smaller	
  publicaCons/
Influencers	
  
Tier	
  1	
  –	
  Before	
  Produc>on	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Good old fashioned	
psychology
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Commitment
#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?	
  
#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?	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Reciprocity
#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?	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Messaging and Headlines	
4. What
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
How well you describe your content is	
as important as how good it actually is.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Let’s take a lesson from	
clickbait headlines
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Yes, you need a cracking headline.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Yes, you need a cracking headline.	
But you also need to deliver on it.
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#p://simitator.com/generator/twi#er/tweet	
  
h#ps://www.google.com/insights/consumersurveys/	
  
+	
Test	
  headlines,	
  email	
  subjects,	
  
Tweets…	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
MailChimp	
  Lets	
  You	
  Split	
  Test	
  Email	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Read This.	
h#p://markeCng.buzzsumo.com/
link-­‐study/	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
h#p://markeCng.buzzsumo.com/link-­‐study/	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And this.	
h#p://nytmarkeCng.whsites.net/mediakit/pos/	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And these.
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And these.
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And these.
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And these.
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Reaching the right people at scale	
5. How
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Outreach	
  ≠	
  Promo>on	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Supplement	
  with	
  Paid	
  Press	
  
Release	
  Distribu>on	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Paid	
  Social	
  and	
  Content	
  
Discovery	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
PPC	
  for	
  Content	
  
Promo>on	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
“Adwords is	
cheap.”
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
“Adwords is	
cheap.”
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Adwords is auction based.	
If nobody is bidding, it’s	
freakin’ cheap.
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Nobody’s	
  bidding	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Nobody’s	
  bidding	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Nobody’s	
  bidding	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
On	
  Page	
  SEO	
  for	
  
Content	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Treat a piece of content the	
way you would treat a key	
product or service page
 	
  	
  	
  	
  #brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
And	
  FFS,	
  no	
  dinosaurs.	
  
#brightonseo	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @staceycav	
  	
  
Thank	
  you	
  
stacey.macnaught@tecmark.co.uk	
  	
  
	
  
@staceycav	
  
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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