2 9 t h J u n e 2 0 1 7

(GOT TO) GIVE THE PEOPLE WHAT THEY WANT

Con t ex t .

YOU’RE MY HERO

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Wha t s ub j e c t ma t t e r can we he l p ou r aud i en ce w i t h ?

Con t ex t .

SELLING STORIES

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Sea rc h he l p s f i nd u s t h e one s

t o t e l l

He l l o .

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char l ie@ screamingfrog.co.uk

Con t ex t .

CUSTOMER-LED

CONTENT

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Bu i l d i ng on f ounda t i on s o f wha t

ou r he roe s wan t

Con t ex t .

CONTENT MARKETING?

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Ea r n i ng t h e t r u s t o f r eade r s &

s ea r c h eng i ne s

Content marketing (n.): The use of storytelling to build relationships with consumers by providing them with something entertaining or useful.

Contently

C o m p a r i n g p o t e n t i a l n e w

s e a r c h m a r k e t s

EXPANDING YOUR

HORIZONS

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Oppor t un i t y.

AUDIENCE RESEARCH

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A t two l eve l s - t h e i r i n t e re s t s & t h e i r p rob l ems

COMPETITOR ANALYSIS

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Wh i c h f o r ma t s r e sona t e w i t h

Goog l e & t he pub l i c ?

Oppo r t un i t y.

Oppor t un i t y.

INSIGHT TO KEYWORDS

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Com pa re keyword po r t f o l i o s o f

d i f f e r en t ma r ke t s

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Wha t con t en t t ype an swe r s t h e s ea r c h

q ue r y i n t en t ?

Oppo r t un i t y.

INTENT ANALYSIS

Oppor t un i t y.

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Wha t con t en t t ype an swe r s t h e s ea r c h

q ue r y i n t en t ?

INTENT ANALYSIS

COMPETITOR ANALYSIS

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Wh i c h f o r ma t s r e sona t e w i t h

Goog l e & t he pub l i c ?

Oppo r t un i t y.

COMPETITOR ANALYSIS

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Wh i c h f o r ma t s r e sona t e w i t h

Goog l e & t he pub l i c ?

Oppo r t un i t y.

COMPETITOR ANALYSIS

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Wha t a re t h e i n - demand s t o r i e s ?

Oppo r t un i t y.

COMPETITOR ANALYSIS

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Wha t a re t h e com pe t i t i o n t a rge t i ng?

Oppo r t un i t y.

Oppor t un i t y.

INSIGHT TO KEYWORDS

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Tu r n ou r r e s ea r c h i n t o a ma r ke t

keywo rd po r t f o l i o

W h a t w i l l y o u b e c o m e k n o w n

f o r ?

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MULTI-LAYERED KEYWORD

ANALYSIS

TOPIC RESEARCH

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Pa ren t & c h i l d keywo rd s i n

s eman t i c c l u s t e r s

Long - t a i l s .

BUYING CYCLE

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cu s t ome r j ou r neymar ke t e r.com/new -d i g i t a l -

ma r ke t i ng - f u nne l - s t age s /

Long - t a i l s .

SEARCH QUERY TYPES

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ge t s t a t . com/b log/ sea r c h -i n t e n t - c onve r s i on -

op t im i za t i on/

Long - t a i l s .

MICRO MOMENTS

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Goog l e ’ s de f i n i t i o n o f mode r n s ea r c h

q ue r y i n t en t s

Long - t a i l s .

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Wha t q ue r y t ype m igh t we s ee

a t eac h s t age?

MAPPING INTENT

ENGAGEMENT EDUCATION

RESEARCH PURCHASE

I N F O R M A T I O N A L I N F O R M A T I O N A L / C O M M E R C I A L

C O M M E R C I A L I N V E S T I G A T I O N T R A N S A C T I O N A L

Long - t a i l s .

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MAPPING INTENT

ENGAGEMENT EDUCATION

RESEARCH PURCHASE

I W A N T T O D O / I W A N T T O G O

I W A N T T O K N O W / I W A N T T O D O

I W A N T T O K N O W / I W A N T T O D O I W A N T T O B U Y

Wha t i n t en t t ype s l e t u s make an im pac t ?

Long - t a i l s .

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Bu i l d i ng ou r r epu t a t i on t h rough

t a rge t i ng s t o r i e s

LONG-TAIL CONTENT

Long - t a i l s .

CONTENT FORMATS

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Use f u l , educa t i ona l , i n sp i ra t i ona l o r

en t e r t a i n i ng

Long - t a i l s .

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P i c k i ng t h e r i gh t t oo l f o r t h e j ob

Long - t a i l s .

CONTENT FORMATS

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Wha t i s ou r aud i en ce demand i ng t o k now?

Long - t a i l s .

ALWAYS NEW IDEAS

GOOGLE SUGGESTS

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Use r q ue s t i on s f o r l ong - t a i l i d ea s storybase.com

answer thepubl ic.com

Long - t a i l s .

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Use r q ue s t i on s f o r l ong - t a i l i d ea s storybase.com

answer thepubl ic.com

GOOGLE SUGGESTS

Long - t a i l s .

USER-DATA: AMAZON

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F i nd t h e common u se r q ue s t i on s &

l anguage

Long - t a i l s .

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Que s t i on s a re a c l ue t o s t u c k s t o r i e s

USER-DATA: QUESTIONS

Long - t a i l s .

WHAT’S TRENDING?

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N ew t op i c s t ha t demand a t t e n t i on

Long - t a i l s .

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Wha t t op i c s a re a s ked yea r i n ,

yea r ou t ?

AND THE PAST

Long - t a i l s .

BRAND + [PRODUCT]

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Use d i g i t a l PR t o ge t you r name a s so c i a t ed

w i t h new t op i c

Long - t a i l s .

https://moz.com/blog/rankings-correlation-study-

domain-authority-vs-branded-search-volume

https://www.slideshare.net/epiphanysearch/brand-the-only-future-ranking-factor-malcolm-slade-speaking-at-

brighton-seo

T LDR .

Con sume r - c en t r i c con t en t i dea s ba sed

on SEO da t a

PUBLISHER GAMEPLAN

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Know our heroes

Find long-tail stories

Hyper-relevant content

Build reputation

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char l ie@ screamingfrog.co.uk

Thank you .

bit.ly/give-people- what-they-want