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 it
Ian Harris
Agenda
What is quality content?
Example
What is ‘great content’?
How to create it?
Summary
Quality Content
Define ‘quality’
It makes our campaign a success
Define success
– Views
– Likes
– Conversions
– Links
– Sentiment
Example
Detail
Coverage
Process
Idea
Build
Launch
Outreach
CNET, Daily Mail, Telegraph, Huff Post as ‘catalyst sites’
Geeky, techy, viral blogs – natural links
Over 400 natural inbound diverse links
Visitors
Initially, site had negligible traffic
From all sources
Traffic Breakdown
Big spike was referral traffic
Traffic Breakdown
Search?
Visibility
Why?
Inbound links
Value to the Business
Traffic breakdown
Search?
What is
Great Content?
Matt Cutts:
Google this week:
Don’t build links
But get links
Great
Content
Google Patent – July 2014
Score relative to purpose
Adverts on page may devalue,
dependent on purpose.
Factors based on purpose
Dwell time
Low quality signals
Trust
Site information
Site maintenance
Great
Content
Define Purpose
Awareness
Likes/shares
Conversions
Links
… and then measure
How do we go about it?
Idea
Plan and Research
Creation
Launch
Promote
Idea (purpose: links)
Wynsors - Invisible shoes
Funny
Charity angle
Resource on site
Press 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
Launch
Engagement a week
before
PR prior to launch
Emailed journalists on
launch
Promote
Turn citations to links
Engage on Twitter
#Invisibleshoes at Newark Airport
Everyone’s been to @Wynsors_Shoes
Result
Lots of mentions
Lots of shares
Lots of traffic
Lots of links
Great content
Idea
Modern Rugs
Psychology of design
Informative
Specialist
Resource on site
General and specialist interest
Plan and Research
Budget (£ALOP)
Psychologist involvement
Needs to be specialist but accessible
Creation
Launch
Keep specialists informed
Tell other influencers (interior design, psychology)
Promote
Ongoing engagement
Follow up all contacts
Result
Good traffic
Quality links
Great content
Idea
Survey on mental health
Mental Health Week
Worst thing said to you?
Comment from experts
Imagery to portray answers
Plan and Research
Execute the survey
Find influencers online
Pick most shocking comments
Plan media list for press release
Creation
Launch
PR prior to launch
Emailed journalists on
launch
Timed with mental
Health Week
Result
Huffington, Buzzfeed, student publications
Lots of shares
On topic
Awareness
Very 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
Summary
Clarify Aims
Follow the Process
Measure the Success
Aims
If links is an aim …
unshackle your thinking
Email:
Tel:
Web: www.searchlaboratory.com
Twitter: @searchlabs
Contact details
Ian Harris
0113 2121211