Topic: How can your digital content cater for all your customers?
* What assumptions are you making about your who your site visitors are? What data/evidence do you have to show to support it?
* Find out what your visitor/followers are after (stop guessing!)
* Recognise the cumulative benefit of the long-tail of interactions with different customers
* Take steps to get on top of your Digital Comms to-do list
* You'll never get everything, to everyone in every channel. It is OK to admit it. Break your activities down into blocks in your main channels- run them for a period, reassess, improve, branch out where necessary.
8. The Content Sweet Spot™
@kirkhullis
+kirkhullis
THINGS PEOPLE
ARE LOOKING
FOR
#edgebrum
THINGS YOU
ARE TRYING
TO SELL
THINGS THAT ARE
INTERESTING TO
TALK ABOUT
10. Have confidence in the groundwork
- Create content
@kirkhullis
+kirkhullis
#edgebrum
- Get it live
- Learn and improve
- Automate what you can and explore the next
channel
11. What next?
- Give some thought to the quick customer and internal stakeholders.
- Focus on key customer types
- Prioritise content that hits the spot™
- Be confident in the groundwork
- Publish on/share to appropriate channels and devices.
- Learn and expand.
@kirkhullis
+kirkhullis
#edgebrum
And read this >>>
@velocitytweets
12. Awkward questions.
If you think of something later:
@kirkhullis
+kirkhullis
#edgebrum
@kirkhullis
+kirkhullis
56. #1 – Understand your audience/landscape
#2 – Get the basics right (web,social, email)
#3 – Focus on service and problem solving
#4 – Create engagement, not technology
57. Thank You!
Mark Brill
@brillthings
mark.brill@brandemotivity.com
59. Implementing SEO as part of a
complex Marketing Strategy
Harpinder Sohal
Head of Online Marketing (UK Mail)
60. Profile overview
• 10 years in Online
Marketing/Digital/eCommerce
• UK Mail since 2011
• ipostparcels.com – Pure play start-up
(Sept 2011)
61. Key takeaways
• How to assess and implement changes
to improve your SEO visibility.
• How to integrate SEO as part of a
complex Marketing Strategy including
PPC, Email, Social and Affiliate Marketing
• How content is the key to expanding
search visibility
62. Where we started
• Brand launch of ipostparcels.com in
late 2011
• SEO campaign targeting a link
building strategy
• Quantity vs. quality
• Short and sharp progress
• Google’s un-natural link profile
warning in WMT
63. Link building plan
One Off SEO Work iPostParcels
KEYWORDS 35
PAGES FOR CONTENT & META 7
PAGES FOR META ONLY 5
INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250
BLOG INTEGRATION YES
PR SECTION YES
Monthly SEO Workflow
FREE DIRECTORY SUBMISSIONS 300
BLOGS X 250 WORDS 6
BLOGS PUBLISHED TO WEBSITE 6
SOCIAL BOOKMARKING SUBMISSIONS 120
ARTICLES X 300 WORDS 2
ARTICLE SUBMISSIONS (TOTAL) 100
PRESS RELEASES TO 100 PORTALS 2 then 1 alternate
PRESS RELEASES SUBMITTED TO SITE 2 then 1 alternate
NEW DIRECTORY SUBMISSIONS 15
GUARANTEED DIRECTORY SUBMISSIONS 8
FREE BUSINESS DIRECTORY SUBMISSIONS 15
THEMED LINKS (PR 0) 7
PR 1 LINKS 6
PR 2 LINKS 3
CONTEXTUAL BLOGS 3
PROFILE CREATIONS 1
67. How we reacted
• SEO landscape turned upside down
– Penguin (April 2012)
• Effect on keyword rankings
• Change of agency (iProspect
Manchester)
• Change of SEO strategy
• Matt Cutts blog on buying links
68. Where we ended up
• Strategizing SEO to customer (and
Google!) needs with Vertical Leap
• Focus on unique, high quality &
relevant content
70. Where we ended up
• Strategising SEO to customer (and
Google!) needs with Vertical Leap
• Focus on unique, high quality &
• rKeelyewvaonrtd sc oanrtee snot last season!
• Diversifying content strategy &
engaging social media
• Integrating SEO into the Marketing
• Immixp aec.tg .o PnP sCearch visibility
74. Conclusion
• Identify specific activity that could be
detrimental to SEO
• Diversify your content output & ensure
its engaging
• Incorporate SEO into ALL your
marketing channels
• Content is still very much…
75. questions
Harpinder
Sohal
Dave Colgate
Head of Online Marketing
@HarpsSohal
Search Specialist
@SEODave
77. #EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page
“Buzz” Discussions
Listen to the bell to move on to the next session (4 x 15 mins)
Oliver Purdom
“Marketing careers
in 2014” Buzz
Discussion Leader
Steve Hollyoak
“UX” Buzz Discussion
Leader
David Colgate
“Search” Buzz
Simon Washbrook
“Email Marketing” Buzz
Discussion Leader
Marc Duke Discussion Leader
“Social Media” Buzz
Discussion Leader
-Business. Sub brands.
Regulation
Demographic- Mail order to online.
Our set up: blog, Nutrition Expert.
Infographics. Live Q&As, Video,
Facebook, G+, Twitter, Pinterest, Currents (Google Newsstand)
Syndication via Outbrain and Taboola.
Traffic numbers- growth. SEO- stable after google updates and growing.
Hope to dispel some of the hype around this area- digital conferences can give you too much to think you need to do. Leave with a sense of excitement and apprehension: how will I get this all done?
Content marketing, content marketing, content marketing- mantra right now. Has always made sense (Show magazine and directory) What are we trying to do with content, why does it need to be for everyone?
Short answer on this- you probably won’t be able to cater for everyone, but trying to tends to result in one of 2 things: paralysis or spreading yourself too thin.
What you do is clearly enough for your customers, which is why they are customers. Try not to diverge too much from your comfort zone to attract new customers that your business then doesn’t cater for.
The first of these is the most important one of all.
The customer who just wants a the product/service. Clear info to make that decision.
The rest of your business- sad but true. Need to engage with them and investigate the perceived target groups. This is the hardest bit. Data makes it easier to defend.
Perceived customer: Retired, 55+, Well off, Grandparents, Walks, Gardening, M&S, Reads paper every day. National Trust member. Doesn’t use Amazon.
You will have a surprising amount of data- depending on your industry/sector. Ages, Location, Sex, Interests, Use Amazon. People who like… also bought…
Go and see- Toyota: to understand something look at it yourself. See the situation. You will come up with a better solution.
Using the data available to you, fix some key targets who account for the largest proportion of your customers. Define what they are looking for, which channels they are likely to use.
Start with just one or two.
Put these on the wall. Drum it into everyone who works on your content.
Search engine- Youtube included.
Have you already got a majority of your content in the heads of your staff? WholeFoods/WholeStory, Nuts about Southwest.
SWRDA- Wavehub
Healthspan Heroes
Long-tail interactions: Different content in different places addressing different questions: builds an overall picture of health
Demand-driven content.
Remember that being in the right places is just as important as having the right content. BBC remit is to be everything in every channel… and they have the resources for that. Where can you get best/most appropriate coverage. Will leave for other speakers to discuss social media channels and strategies, but
AND Flipboard, Newsstand, Feedly, LinkedIn, Pinterest
Live, demand-driven content is better than a shiny strategy that sets unrealistic expectations and is over-complicated.
This is an overview of the process we have gone through.
The biggest piece of advice is to minimise meetings and paperwork around this- the output of your content strategy shouldn’t be a strategy- it is content, page views, visits, conversions and search rankings.
Never publish content for the sake of it- read the Content Deluge deck from VelocityPartners.
I work with brands and ad agencies, helping them to understand to to engage with their customers better through mobile phones. The question continually comes up …
A new IDC Research Report, “Always Connected: How Smartphones and Social Keep Us Engaged,” reveals some staggering findings about how our mobile phones have virtually become 24/7 extensions of our minds and bodies. The study, commissioned by Facebook, surveyed 7,446 iPhone and Android mobile phone users, ages 18-44, in the United States over the span of one week last month.
Some findings:
* 74 percent of 18-24 year-olds reach for their phones IMMEDIATELY after waking up. That means the mobile phone is beating soap, shampoo, toothpaste and deodorant.
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
Of course, with the proliferation of devices, we are in danger of reaching a technnological overload. People will stop communicating through ‘analogue’ (face to face) and move to a digital only relationship. Are we are in danger of becoming more disconnected not only form each other and but from nature as a whole?
I flippantly give them this date instead. This is the point of singularity, where your phone will be the size of a cell and a billion times more powerful. Great! Except that this theory also suggests that by this point, he machines will assume their own intellect and in a Matrix-style, they’ll take over the world.
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
As with anything future, we need to start from now. And the truth is, that on the whole, brands aren’t very good at what they do. And in a technology-driven channel, they think in terms of tech, not users
So they come up with something like this.
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
Here’s one nice example of how it might work.
What kinds of tech should we be thinking about next?
What kinds of tech should we be thinking about next?
In truth, we’ve reached the conclusion with smartphones, it does pretty much everything we want it to do. It may be bigger, brighter etc but fundamentally it doesn’t change much.
We are in one of the most exciting innovative periods for innovation. It’s never about the tech. It’s about understanding consumers and solving there problems. If brands do that, then whatever technology will deliver in the future, will be relevant.