Harnessing the power of the web to deliver hyper-relevant content marketing

Izzie Rivers

Content Strategy

Inbound Marketing Framework

Why making your content relevant is ever more important

Defining what relevance means for your content plan

An example of actioning a content relevance plan

1

2 3

Why making your content relevant is ever more important

4,380,000,000

Keyword placement Quality content

Rank-ability Share-ability

• Google now ranks websites in search based on the quality of the content presented, and its relevance to semantic search patterns

• Content ranking in search is now much more about social sharing, and the propensity for that content to be shared

Defining what relevance means for your content plan

Your customer

Your brand ecosystem

My Content themes

Wh

at t

on

e o

f vo

ice

sho

uld

I u

se?

+ Influencers + Competitors

An example of actioning a content relevance plan

5.9bn+ searches per day

68,287+ per second

58m+ Tweets per day

671+ per second

A series of data driven content and targeting recommendations to inform the fundamental direction of communications strategy

AUDIENCE PROFILING DATA

The attributes (age range,

salary bracket, hobbies, media habits) of the

audience).

SEARCH DEMAND DATA

What people are searching

for

When they are searching

SOCIAL CONVERSATION DATA

What people are talking

about

Where they are talking

Who they are

Intent Modelling

2014: Where is demand

now?

2020: Where will demand

be?

• A topic may be in low demand now, but demand may be on the increase. This pinpoints areas that a brand can develop and own for the future in a currently uncompetitive space

HIGH 20%

MEDIUM 30%

LOW 50%

Commentators with: - Large fan bases - Influential fans with similarly large fan bases - References to relevant business topics - Links to relevant business material

CONTENT SEEDING

• Identify themes as to how XX can talk to and direct their audiences to correct content curation – what is the customer journey online?

• Inform structure of global desktop & mobile websites

• Identify key SEO insights

• Insights to inform how campaign content can be rolled out with correct themes and tonality

• Understanding of how our audience talk/view competitor brands online

• Understanding how people talk online about XX re-sellers

• Qualified ideas for content creation across key business areas

• Identification of influencers & key blogs/sites/social platforms

• Look for any insight on device preference (tablet/mobile vs. desktop)

• Behavioural insights for paid and natural content search

TECHNOLOGY COMPANY: Key Questions

Example Outcomes: • The products that are the most popular in terms of sales, are not necessarily the most

popular in terms of search intent. I’m losing sales share where it is avoidable with educative and offer led content

• Certain emerging technology trends offer new content areas to dominate, and intent doesn’t link a competitor to them yet

• Organic conversation about my products are occurring on social sites that I do not currently prioritise

• My social tone of voice must shift to maximise engagement with content

• I can identify specific areas where customers are looking for advice in high volumes, and focus content design on those areas for a consistent approach

• I can identify influencers and forums to prioritise in these areas, not spread bet

• I can design my website structure to answer real user journeys behind business problems, not product groups

• Customers search for information by company size in only 2 of my product categories

Thank-You