content marketing strategy - paul jackson @ brightonseo
Post on 17-Jul-2015
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In case you missed the talk…There’s a lot of great content out there, and we rely on it more and more.E.g. this valuable, user-focused piece for a wedding photographer:
“Nikon D800 replacement imminent”
In case you missed the talk…There’s also a lot of ‘content clutter’ – content for the sake of contentE.g. this piece from another wedding photographer that would only be of interest to other photographers, and not his target audience:
In case you missed the talk…So, when we search online, open our email inbox, or look for answers on a website, we’re faced with having to pick through the content clutter and it’s difficult to find the quality content
Why Create,Publish & Distribute Content?
In case you missed the talk…The issue is the approach we are taking to creating content
Reach
Traffic
Twin Audiences
Likes
Voicing Interests
Optimise for
Keywords
Instant Actions
Results-Focused
Why Create, Publish & Distribute Content?
In case you missed the talk…Here’s what is often the focus of an approach that leads to content clutter, not quality content:
Traffic Quality
Offer Value
Target Audience
Optimise for
Intent
Relation-ships
Removing Doubt
Aiding Decisions
User-Focused
Why Create, Publish & Distribute Content?
In case you missed the talk…And here’s what we could be focusing on instead:
It’s not about what you want yourtarget audience to know about, or whatinterests you.
If you only take 1 thing away from this…
It’s about what your target audience
wants to know about and what
interests them.
• Recently engaged
• Primarily 25-40
• Male or Female
• Already booked a venue
• Enthusiastic but time-poor
• Limited photography knowledge
• First experience of booking
3 Steps to Creative & Consistent Content
Audience
In case you missed the talk…The 1st stage is defining your audience in real depth; what they know and don’t know, what they’ve done and haven’t done, how they think, how they behave. Wedding photographer e.g:
3 Steps to Creative & Consistent Content
• What happens on the day?
• How many hours?
• Getting along?
• Costs & Add-ons?
• Image rights?
• Venue experience?
• Photo style?
Interests & Doubts
In case you missed the talk…When we know this detail of our audience, we can understand their questions, concerns, hesitations, interests, & what they need to know to make a decision. Wedding photographer e.g:
• Wedding Photographer Day Plan
• Guide to Wedding Photo Image Rights
• Guide to Wedding Photography at Venue X
• Portfolios
• Style Guides
3 Steps to Creative & Consistent Content
Content Solution
In case you missed the talk…And when you understand these interests and doubts, it’s simple to come us with solutions in the form of content. Wedding photographer e.g:
In case you missed the talk…A fantastic piece of content where a wedding photographer has been filmed doing a shoot (rather than a text ‘About Me’ page) so you can see if you’ll get along, feel comfortable etc:
In case you missed the talk…Another example of how this content that removes doubt and aids decision-making can be applied to ecommerce websites:
Equity Partner vs Salaried Partner
In case you missed the talk…This example is a huge traffic driver for a legal recruitment firm because they went through the 3 step process and understood their audiences major questions and concerns:
Creative, Consistent Content or Content Clutter?
Consistent
Target Audience
Focus
Offer Value
Build Relation-
ships
Help Make Decisions
Remove Doubt
In case you missed the talk…If you can ensure that all your content and content ideas is achieving or offering these 6 things, you’ll be delivering creative, consistent content and not content clutter:
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