the future for marketers - strategy, creativity and technology

The Future for Marketers: Creativity, Technology &

Strategy

Paddy Moogan

Creativity Technology

Strategy

The Future

The Past

Creativity Technology

Strategy

Creativity Technology

Strategy

@paddymoogan

My job back then was straightforward

A few hundred words of content

Job done

Creativity Technology

Strategy

@paddymoogan

@paddymoogan

This was my first infographic

[Removed!]

@paddymoogan

It was shit

@paddymoogan

All I cared about was links

@paddymoogan

Things were starting to change

@paddymoogan

2010 – Caffeine Update

@paddymoogan

Caffeine was a clue of what would be coming

@paddymoogan

2011

@paddymoogan

Panda worked very, very well

Organic traffic

Revenue from organic search

There was collateral damage

But Google were fine with that

These didn’t matter as much

What did we do?

@paddymoogan

We started to invest more in understanding content

We invested in outreach & PR

@paddymoogan

We learned more about creativity

@paddymoogan

We built this

750 Linking Domains, 12,000 Tweets, 150,000 Likes

@paddymoogan

Our competitors were often beating us

Buying links

@paddymoogan

Focusing on manipulation of search signals

@paddymoogan

Honestly, we were laughed at

We lost business because of this

@paddymoogan

We continued to build the creative team

@paddymoogan

We realised that scalable link building was at risk

@paddymoogan

Google had shown us…

Will Critchlow, Distilled a few months before Penguin

I think we will see a "Panda for links"

@paddymoogan

2012

Most SEOs

Google

@paddymoogan

…we’d built around 20 “big” content pieces and got some good links

@paddymoogan

Some good, some not so good

@paddymoogan

But links are only one part of this content thing

Creativity Technology

Strategy

@paddymoogan

We started to think more about strategy

We were reporting on the wrong things

We were reporting on the wrong things

Measure people, not sessions

The Future

1.  Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing

3 Big Trends

1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing

3 Big Trends

Source

Your content needs to break through filter bubbles

This is good, but not enough

You need a wide range of traffic sources to break through filter bubbles

Loyalty is your goal

@paddymoogan

We have a common framework to use

6 principles made an idea “sticky” Simple Unexpected Concrete Credible Emotional Story

Simple Unexpected Concrete Credible Emotional Story The core message is simple

Simple Unexpected Concrete Credible Emotional Story It’s a novel execution

Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible

Simple Unexpected Concrete Credible Emotional Story It’s based on sound data

Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people

Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people

@paddymoogan

We use this framework to evaluate all our content ideas

@paddymoogan

The key here isn’t the framework

@paddymoogan

It’s the ability to give each other useful feedback

Hey Phil, I have this awesome content idea, it’s amazing.

Hey Phil, I have this awesome content idea, it’s amazing.

No Paddy, it’s shit

@paddymoogan

We bring our outreach and PR team into the process early

@paddymoogan

What websites do you think would cover this content or story?

@paddymoogan

Would you be happy to promote this piece of content?

1.  Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing

3 Big Trends

@paddymoogan

@paddymoogan

Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing

@paddymoogan

2013 - Hummingbird

@paddymoogan

@paddymoogan

@paddymoogan

…inventor and futurist Ray Kurzweil talked confidently about making Google’s current

search technology obsolete. Source

@paddymoogan

…inventor and futurist Ray Kurzweil talked confidently about making Google’s current

search technology obsolete. Source

@paddymoogan

He said this in June 2014

@paddymoogan

@paddymoogan

Indexing Understanding

@paddymoogan

Predicting

Source

“My vision when we started Google 15 years ago was that eventually you

wouldn't have to have a search query at all. You'd just have information come to you as

you needed it.”

Source

@paddymoogan

They are predicting what adverts we want to see too

@paddymoogan

“We want to get you out of Google and to the right place as fast as possible.” - 2004

@paddymoogan

@paddymoogan

@paddymoogan

This also happened in 2004…

@paddymoogan

It’s never going to slow down

@paddymoogan

@paddymoogan

@paddymoogan

@paddymoogan

TIME

TO

TA

L S

IGN

AL

INFO

RM

AT

ION

explicit signal implicit signal

@paddymoogan

TIME

TO

TA

L S

IGN

AL

INFO

RM

AT

ION

explicit signal implicit signal

@paddymoogan

TIME

TO

TA

L S

IGN

AL

INFO

RM

AT

ION

explicit signal implicit signal

@paddymoogan

TIME

TO

TA

L S

IGN

AL

INFO

RM

AT

ION

explicit signal implicit signal

@paddymoogan

TIME

TO

TA

L S

IGN

AL

INFO

RM

AT

ION

explicit signal implicit signal

Context

@paddymoogan

Context is more important than keywords

@paddymoogan

We need to move beyond keywords and towards context

We need to understand our customers and meet their expectations

1.  Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing

3 Big Trends

Source

Mobile search overtaking desktop

77% of mobile searches are in a location where people have a PC available to them

Source

Source

Technical setup of 100 US Online Retailers

Source: Recent B2B Distilled campaign

Traffic to our client website by device

Source: Recent B2B Distilled campaign

Traffic to a piece of content

Jon Wiley Lead Designer for Google Search - Source

Towards the end of last year we launched some pretty big

design improvements for Search on mobile and tablet devices

Jon Wiley Lead Designer for Google Search - Source

Today we've carried over several of those changes to the

desktop experience.

Source

Dr. Pete predicted this

Source

Mobile vs. Desktop Facebook users

Source

Mobile vs. Desktop Facebook users

Desktop Only

Source

Mobile vs. Desktop Facebook users

Mobile Only

Desktop Only

@paddymoogan

How do people find your content?

Some members of the audience Right now

So we just need to make our websites responsive?

400,000 visits from m.huffpost.com

Traffic from Facebook

Traffic from Facebook

@paddymoogan

Just knowing technology is NOT enough

Your content needs to be mobile first

Last touch attribution doesn’t work well for mobile

Apple Pay is still very new

Source

https://qualaroo.com/products/mobile/

https://qualaroo.com/products/mobile/

Creativity Technology

Strategy

Thank you!

Paddy Moogan

VP Operations London, Distilled

@paddymoogan