Content Marketing - What is Quality Content and How to Create It | Search Laboratory

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What is Quality Content and How to Create itIan Harris Search Laboratory Ltd 2014. All rights reserved.Leeds T: +44 113 212 1211London T: +44 207 147 9980AgendaWhat is quality content?

Example

What is great content?

How to create it?

Summary

Quality ContentDefine qualityIt makes our campaign a successDefine successViewsLikesConversionsLinksSentiment3

Example

Detail

Coverage

6Coverage

Process IdeaBuildLaunchOutreachCNET, Daily Mail, Telegraph, Huff Post as catalyst sitesGeeky, techy, viral blogs natural links Over 400 natural inbound diverse links

8VisitorsInitially, site had negligible trafficFrom all sources

9Traffic BreakdownBig spike was referral traffic

Traffic BreakdownSearch?

Visibility

Why?Inbound linksValue to the Business

X14Traffic breakdownSearch?

What is Great Content?Matt Cutts:

17Google this week:Dont build links

But get links

18

Great ContentGoogle Patent July 2014Score relative to purposeAdverts on page may devalue, dependent on purpose.Factors based on purposeDwell timeLow quality signalsTrustSite informationSite maintenance

20

Great ContentDefine PurposeAwareness

Likes/shares

Conversions

Links

and then measure22How do we go about it?Idea (purpose: links)Wynsors - Invisible shoesFunnyCharity angleResource on sitePress and general interest

Plan and Research Budget (1000)

Agreement from client

Charity involvement

Big twitter accounts that may be receptive (nail varnish companies etc.)

Social element (pics of invisible shoes)

Creation

LaunchEngagement a week before

PR prior to launch

Emailed journalists on launch

PromoteTurn citations to links

Engage on Twitter

#Invisibleshoes at Newark AirportEveryones been to @Wynsors_ShoesResultLots of mentionsLots of sharesLots of trafficLots of links

Great content

Idea Modern RugsPsychology of designInformativeSpecialistResource on siteGeneral and specialist interest

Plan and Research Budget (ALOP)

Psychologist involvement

Needs to be specialist but accessible

Creation

LaunchKeep specialists informed

Tell other influencers (interior design, psychology)PromoteOngoing engagement

Follow up all contactsResultGood trafficQuality links

Great content

IdeaSurvey on mental healthMental Health WeekWorst thing said to you?Comment from expertsImagery to portray answers

Plan and Research Execute the surveyFind influencers onlinePick most shocking commentsPlan media list for press release

Creation

LaunchPR prior to launch

Emailed journalists on launch

Timed with mental Health WeekResultHuffington, Buzzfeed, student publicationsLots of sharesOn topicAwarenessVery high authority links

Great content

Quality Content (my definition)Sits on your site

Is valuable and sharable (rather than copyable)

Involves influencers in its creation

Has a local and national angle

Answers a question or entertains

SummaryClarify Aims

Follow the Process

Measure the SuccessAimsIf links is an aim

unshackle your thinking43Ian Harrisian.harris@searchlaboratory.com0113 2121211Email:Tel:Web:www.searchlaboratory.comTwitter:@searchlabsContact details