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