Content strategy beyond top 10s
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Daniel Butler & Jon Quinton Tweet #SEOgadget
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Who is your audience?
Where can you find them?
How can you reach them?
Who are they influenced by?
How are those influencers
engaging their audience?
What resources is the audience/
influencer referring to?
What is the feedback from
these communities?
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Audience Profiling
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Who is your
audience?
What type of audience are you looking
for?
Which age, gender or
location are you appealing
to?
What personality & psychological traits do they
have?
What kind of groups would
they join?
What problems are they
facing, and what questions
are they asking?
What kinds of things are
they going to love/relate to?
What are their desires,
needs, passions –
what do they hate?
How would they
interact, what tone
of language?
Describe what a
typical reader might
be like?
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Pet Owners
Walking Guides
Training
Pet Owner Groups
Environmental Issues
Health Advice
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Q&A sites, news, forums
and reviews: All great
places to get ‘inside’ a new
topic
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Finding Influencers
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Where can you find them &
how can they be reached?
Where do they hang out?
Create a list of all…
Blogs
Forums
Communities
News Sites
What activities invoke their
participation?
Stay on top of industry buzz
Subscribe to RSS/newsletters/publications
– see what is being discussed
Who are they
connected with?
Who are they following?
What & who
are they retweeting?
What & who are they
interacting with regularly?
What’s useful?
What’s
controversial?
What’s getting
the most responses?
What’s creating
the most buzz?
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Subscribe to their blog(s) via email or
RSS
Connect on G+/Twitter
Like their FB page and posts
Become a ‘fan’ or ‘supporter’ of their work – tweet posts, comment, link to etc
Become an active part of their community
Engage with the influencer –
recommend posts, tools, retweet etc
Think about how you can use them to
promote your content
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What tools are they using?
What are the most popular videos?
What resources are people referring to on their site? Why?
What topics are sparking the most discussion?
What content types are they using to engage audiences?
What type of feedback is coming back from the community?
What’s the most popular, most discussed posts?
What’s being retweeted/shared the most?
What headlines are gaining the most traction?
Be prepared to experiment…
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Idea 1: Ego-Bait
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Bait influencers into contributing to your content
Ego-Bait
‘Expert’ Quotes
‘Expert’ Interviews
Awards
Follow-up Discussion
Ego-Bait and Data Vis. Citations of
Awesome Content
Promote an Event
Status
Content Curation
Leaderboards
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* http://www.salesforce.com/uk/socialsuccess/social-media-how-to-guides/how-to-build-all-star-social-media-team.jsp
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Idea 2: Curate and Collate
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Link Building is clearly a well
covered topic.
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http://pointblankseo.com/link-building-
strategies
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Or write an eBook:
http://www.linkbuildingbook.com/
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Idea 3: Images / Memes
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http://www.buzzfeed.com/expresident/british-
people-problems
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http://realbeautysketches.dove.com/
http://www.fastcocreate.com/1682823/the-story-behind-doves-mega-viral-
real-beauty-sketches-campaign
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Idea 4: Q&A Based Posts
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WordPress gets all the attention,
but what about basic SEO tasks
for Joomla?
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Find and describe the answers to
peoples biggest problems.
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Idea 5: Re-designing Stories
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Measuring Success
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makes no warranties, express, implied or statutory, as to the information in this presentation.