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Cara Shields, iProspect - DMX Dublin 2016

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Does great content make the internet a better place for consumers? Cara Shields, SEO & Analytics Director at iProspect.

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Cara Shields, iProspect - DMX Dublin 2016

  1. 1. Does great content make the internet a better place for consumers? Cara Shields SEO & Analytics Director, iProspect “ ”
  2. 2. cara.shields@iprospect.com Getting information off the internet is like taking a drink from a fire hydrant “ ” Mitch Kapor
  3. 3. cara.shields@iprospect.com “ ” Traffic is the fundamental currency that drives business success online
  4. 4. cara.shields@iprospect.com Then Now
  5. 5. cara.shields@iprospect.com Google is almost doing our shopping for us… “ ”
  6. 6. cara.shields@iprospect.com It’s all about the content behind the shop window “ ”
  7. 7. cara.shields@iprospect.com How do we make sure our content is set up for success? Content Success “ ”
  8. 8. cara.shields@iprospect.com Great content is rooted in search… but should do so much more “ ” Great content drives brand visibility Great content delivers engagement Great content improves paid search Great content is essential for social Great content enables conversion
  9. 9. cara.shields@iprospect.com “ ” What are you trying to say? Who are we trying to say it to?
  10. 10. cara.shields@iprospect.com Now, our consumers ask the questions “ ”
  11. 11. cara.shields@iprospect.com “ ” Research tells us what questions we need to answer with our content
  12. 12. cara.shields@iprospect.com Awareness Interest Evaluate Decide “Grumbling noise in engine” “Why does my car take a while to start?” “Is buying a diesel car worth it?” “Compare estate cars” “Buy [brand] estate diesel” “[brand] car dealers Dublin” “Cost of new engine” “Replace engine or buy new car” Content strategy should include content for every stage of the funnel “ ”
  13. 13. cara.shields@iprospect.com An estimated 27,000,000 pieces of content are shared daily “ ”
  14. 14. cara.shields@iprospect.com DATA Only 25% of businesses are tracking content successfully “ ” Consumer Intent Content Strategy Content Creation Measurement
  15. 15. cara.shields@iprospect.com Our content must evolve based on consumer behaviour and business success “ ”
  16. 16. cara.shields@iprospect.com “ ” Great content attracts great traffic Understand your consumers Identify their search intent Create an informed content strategy Produce great content Measure everything Analyse and learn
  17. 17. cara.shields@iprospect.com Awareness Interest Evaluate Decide “Grumbling noise in engine” “Why does my car take a while to start?” “Is buying a diesel car worth it?” “Compare estate cars” “Buy [brand] estate diesel” “[brand] car dealers Dublin” “Cost of new engine” “Replace engine or buy new car” Content Success Great content makes the internet a better place for consumers ” “

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