Harder, Better, Faster, Stronger - Search Congres 2014

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@hannah_bo_banna @hannah_bo_banna harder, better, faster, stronger our work is never over @hannah_bo_banna

description

It's not just search and technology that's changing; consumers' expectations are evolving. Consumer apathy is rife, audiences are fragmenting and almost every marketing tactic is becoming less effective. To combat this, brands need to work harder than ever before. Content isn't a silver bullet, but it's a useful tool in your arsenal. An exploration of trends & how to get content working for your brand.

Transcript of Harder, Better, Faster, Stronger - Search Congres 2014

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@hannah_bo_banna

@hannah_bo_bannaharder, better, faster, strongerour work is never over

@hannah_bo_banna

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harder

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seo is harder than it used to be

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2011 - crackdown on ‘thin’ content

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2012 - crackdown on ‘low quality’ links

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2013 - moving from indexing to understanding

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fast forward to today: search queries which shouldn’t work,

do work

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this could be bad news if you’re a publisher

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as google get smarter, publishers are getting an increasingly raw deal

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but we’re not just seeing this for informational queries

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we’re also seeing Google’s proprietary products for generic transactional queries

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SkyScanner rank 1st

this is the fold

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it’s getting to the point that in order to survive you need to be a brand

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but in some instances even that might not be enough

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MoneySuperMarket’s organic listing is

above the fold - but Google are being very

aggressive

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nevertheless organic search is still an important channel & brands still want to rank

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they also want to decrease their reliance on search and gain traffic from other sources

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to help them rank we need to get them links

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if they’re great links, they’ll also send traffic

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plus, if we create things which people want to share we’ll also get traffic from social sites

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so all we need to do is create some content

sounds pretty easy, right?

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it really isn’t easy

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it’s tough & it’s getting tougher

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Feb 2012: 400 LRDs 1194 facebook ‘likes’ 1943 tweets

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you may see your efforts becoming less effective over time

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Oct 2013: 93 LRDs 187 facebook ‘likes’ 619 tweets

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getting content to work for you is hard today& it’s likely to get even harder in the future

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challenge accepted

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so, we’ve covered off ‘harder’

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better

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publishing is changing

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today we have publishers that curate, rather than create

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then this happened

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this corporate blog stopped letting their awkward CEO post lame stuff

& skipped straight to awesome

this probably isn’t true, but writing headlines like this is kind of fun

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by replicating the upworthy model this pet food retailer blog

attracted 20m unique visitors in June 2014

http://dis.tl/PetFlow-WSJ

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what happened next will blow your mind

yeah, so that’s hyperbolic in the extreme, I’ll stop now

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today this is a stand-alone media business selling banners & content recommendation ads

http://dis.tl/PetFlow-WSJ

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in a similar fashion we have publishers creating sub-brands(which are pretty divorced from the parent brand)

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this british newspaper established in 1903...

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has created a ‘buzzfeed’ style sub-brand to reach new audiences

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whilst this is interesting, this isn’t a great solution for many brands

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the vast majority of clients ask for this:

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get us links!

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or more accurately

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get us press coverage& exposure on sites our target audience read

(oh & social shares would be nice too)

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if you want coverage on other sites, you need to create things those sites will want to cover

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not curate stuff with clickbait headlines

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& those quizzes don’t always get as many links as you’d hope

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945k facebook ‘likes’ 4.3k tweets 75 LRDs

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that’s still reasonably impressive & I don’t imagine they’re shooting for links

but

if you are shooting for links then this might not be the way to go

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50k facebook ‘likes’ 1.6k tweets 54 LRDs

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it did generate 365k visits to the site& the client was happy

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this also happened

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but how do we do things better?

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reactive real-time

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the takeaway here is not:‘you need a bit of luck’

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the takeaway here is:‘be ready, willing & able to take advantage of opportunities

as & when they arise’

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if @Arbys hadn’t tweeted thatsomeone else probably would have

& they wouldn’t have benefitted

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whilst you should put processes in place to allow you to do this,

it’s probably not enough by itself

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what’s better?

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planned real-time

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when oreo turned 100, they created100 pieces of content

over 100 days

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the campaign got over 1m facebook ‘likes’& thousands of pieces of press coverage

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this highly topical content put thecookie the centre of people’s conversations

without being self-serving

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what if you’re not a well known brand?

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ads that don’t feel like ads

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@hannah_bo_bannahttp://dis.tl/wren-kiss

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my desire was to create something that was interesting to people beyond a fashion angle...

Melissa Coker - Wren

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[it’s] an interesting film that exists on its own, rather than something that feels like a commercial...

Melissa Coker - Wren

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92m YouTube views& coverage from over 1300 sites

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but that’s all content someone else has created… what about content we’ve created?

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content which breaks news

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961 LRDs 102k facebook ‘likes’ 4.4k tweets

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we made this to appeal to music fans& music journalists

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we think publishers covered it because it was a great story

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wait, what?

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we think that people shared it because it allowed them to express their opinions

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content which supports existing editorial

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308 LRDs 2.2k facebook ‘likes’ 1.3k tweets

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we made this to appeal to the startup community (& tech journalists)

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we think publishers covered it because it supported the WhatsApp acquisition story

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content people ‘look good’ sharing

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354 LRDs 19,4k facebook ‘likes’ 6.5k tweets

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we made this to appeal to people working in the creative industry

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we think publishers covered it because creativity is a hot topic

and

the piece has impact because the people featured have devoted fans

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we think people shared this because it:

made them look smartand/or

made them look interested & interestingand/or

made them look literary

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so we’ve covered off‘harder’ & ‘better’

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faster

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I’m not necessarily saying we need to create content fasteror

find ways to ‘scale’

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an obsession with scaling is where we went wrong before

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but we are playing catch up in some areas& we need to get better, faster

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the new normal

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if you’re *still* ignoring mobileyou will be screwed

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there will be more mobile search queries than desktop search queries

this year

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here’s google’s response

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towards the end of last year we launched some pretty big design improvements for search on

mobile and tablet devices...

John Wiley, Google

http://dis.tl/john-wiley

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today we've carried over several of those changes to the desktop experience

John Wiley, Google

http://dis.tl/john-wiley

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google are going mobile first

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and there’s this

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but it’s not just search;social is mobile

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77% of users access facebook via their mobile

http://dis.tl/fb-mobile-users

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80% of users access twitter via their mobile

http://dis.tl/twitter-mobile-users

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if you’re creating content that’s designed to be shared

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you need to design it mobile first

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understanding the power of ideas,as opposed to thinking in formats

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an idea is a novel combination of previously unconnected elements

in a way which adds value

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this is tricky to parse so let’s shoot straight to an example

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@hannah_bo_bannahttp://dis.tl/axis-chords

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ever wondered why all pop songs sound the same?

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they all use the same four chords

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they could have just created a list of all the songs that use the same 4 chords

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meh

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but it’s not until you hear itthat you really get it

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why do pop songs sound the same?

they use the same 4 chords

bring it to life with a mash up

combining previously

unconnected elements

execute in a way that adds value

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an video is not an ideait’s a format

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an infographic is not an ideait’s a format

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you need a great idea

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then you need to communicate the idea by using an appropriate format

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but focus on the idea first

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further reading:

how to produce content people will sharehttp://dis.tl/MJ-share

how to produce better content ideashttp://dis.tl/MJ-idea

lessons in virality from axl rosehttp://dis.tl/HS-axl

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pitching for bigger budgets

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the worst thing we ever did was claim organic search traffic was ‘free’

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we then made similarly foolhardy claims about social traffic

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we need to stop positioning what we do as ‘free’ or ‘cheap’

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cheap is rarely synonymous with great

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& in order to gain traction the content you’ll need to create

will require bigger budgets

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so don’t sell yourself short

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so we’ve covered off‘harder’, ‘better’ & ‘faster’

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stronger

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how has this affected how we work at distilled today?

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we’re trying to create things that

break newsand/or

support existing editorialand/or

people ‘look good’ sharing

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we’re seeing success with that approach

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& it’s opening doors for us

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we’re getting access to people higher up in the organisations which we work with

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& we’re able to do better work as a result

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I believe that those in the search industry today are in a great position for the future

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those currently chasing our tails have not evolved much in the past 70 years

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whereas we’ve evolved to the extent that we’re barely recognisable

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& we’ll continue to evolve

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our work is never over

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good luck out there x

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thank you ☺

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@hannah_bo_banna

Hannah SmithContent Strategist, Distilled

caffeine addict; book worm; would really like a unicorn...

send cat pictures or questions to:

[email protected]

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credits

Images:daft punk - http://www.gq.com/images/style/2013/05/daft-punk/daft-punk-630.jpgpanda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/penguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hoveringhydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink-from-a-fire-hydrant-pic/filter bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/daily mirror - https://pbs.twimg.com/media/B2Rj9mQCEAEc8WC.jpgpharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140

future of marketing - https://plus.google.com/112310499813770104747/posts/JBesS2cnAGodanbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3