understanding your audience; agile thinking & your content - kerboo webinar 15th december 2015
TRANSCRIPT
![Page 1: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/1.jpg)
Understanding your audience;Agile thinking & our contentKerboo webinar 15th December 2015
@pagesauce
![Page 2: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/2.jpg)
Charlie Williams
Head of Marketingcharlie (at) white.net@pagesauce
![Page 3: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/3.jpg)
@pagesauce
Previously on SEMRush…
![Page 4: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/4.jpg)
@pagesauce
![Page 5: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/5.jpg)
@pagesauce
Content = our best method to offer a unique experience in markets increasingly filled with similar products
![Page 6: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/6.jpg)
Putting the audience firstWe can harness the power of our audience to build better contentexperiences
@pagesauce
![Page 7: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/7.jpg)
@pagesauce
A story…About how I learnedto make content
![Page 8: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/8.jpg)
A story…
to make content
with ferries
About how I learned
![Page 9: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/9.jpg)
What I’ve built…
![Page 10: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/10.jpg)
ferries to FranceWhat I’ve built…
![Page 11: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/11.jpg)
ferries from Franceferries to FranceWhat I’ve built…
![Page 12: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/12.jpg)
France ferriesferries from Franceferries to FranceWhat I’ve built…
![Page 13: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/13.jpg)
France ferriesferries from Franceferries to France
And more… oh dearcross-channel ferries
What I’ve built…
![Page 14: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/14.jpg)
@pagesauce
![Page 15: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/15.jpg)
@pagesauce
Optimising for search query topic buckets, not individual keywords
Thinking in topics
https://moz.com/blog/topics-people-over-keywords-rankings-whiteboard-friday/
http://www.socialmediatoday.com/content/future-seo-topics-instead-keywords
![Page 16: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/16.jpg)
& content marketing
SEO content, keyword research, UX, content strategy, social media,
= Content development
@pagesauce
![Page 17: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/17.jpg)
@pagesauce
Agile
Richard Prowsehttps://gathercontent.com/blog/adopting-agile-approach-content
helps organisations… focus on meeting user needs, prioritising delivery and helping people to collaborate
![Page 18: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/18.jpg)
@pagesauce
An agile project is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else gov.uk
https://www.gov.uk/service-manual/agile
![Page 19: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/19.jpg)
But…Agile’s for developers, right?
@pagesauce
![Page 20: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/20.jpg)
@pagesauce
content marketing & agile approach
SEO content, keyword research, UX, content strategy, social media,
= Content development
![Page 21: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/21.jpg)
@pagesauce
https://moz.com/blog/user-behaviour-data-as-a-ranking-signalhttp://searchengineland.com/meet-rankbrain-google-search-results-234386
![Page 22: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/22.jpg)
Build great content= the new content is king…
@pagesauce
![Page 23: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/23.jpg)
@pagesauce
Product pagesHow do we make these great?
![Page 24: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/24.jpg)
@pagesauce
![Page 25: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/25.jpg)
Challenging or new industriesWhat counts as great content?
@pagesauce
![Page 26: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/26.jpg)
Helping the audience
needs?
So, how do we create content that actually serves our audience’s
@pagesauce
![Page 27: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/27.jpg)
@pagesauce
Questions
![Page 28: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/28.jpg)
@pagesauce
When you do a search, you generally want an answer
Gabriel Weinberg
http://www.fastcompany.com/3026698/inside-duckduckgo-googles-tiniest-fiercest-competitor
![Page 29: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/29.jpg)
@pagesauce
Types of searches
![Page 30: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/30.jpg)
Listening to the audience
@pagesauce
![Page 31: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/31.jpg)
@pagesauce
Understand what is working;what does your audience enjoy?
Google Analytics
![Page 32: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/32.jpg)
@pagesauce
Understand what is working;what does your audience enjoy?
Google Analytics
![Page 33: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/33.jpg)
@pagesauce
![Page 34: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/34.jpg)
@pagesauce
![Page 35: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/35.jpg)
@pagesauce
What’s earned your audience’s interest?
![Page 36: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/36.jpg)
@pagesauce
What’s earned your audience’s interest?
![Page 37: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/37.jpg)
@pagesauce
talking about?What is our audienceTopsy
![Page 38: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/38.jpg)
@pagesauce
content
User testingEye-opening insight into what your audience wants from your
https://www.usertesting.com/product/videos-and-metrics
![Page 39: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/39.jpg)
Surveys
want & incentiviseAsk your audience what they
@pagesauce
SurveyMonkey www.surveymonkey.com
SurveyGizmo www.surveygizmo.com
Google https://www.google.co.uk/forms/about/ https://www.google.com/insights/consumersurveys/home
http://www.siegemedia.com/google-consumer-surveys-for-content-marketers
![Page 40: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/40.jpg)
questions
QuestionsCompetitor FAQs & Quora for researching common
@pagesauce
http://faqfox.com/
![Page 41: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/41.jpg)
User-centred
http://www.momentology.com/7216-user-centric-keyword-research-topics/
@pagesauce
keyword researchQuality keyword research unveils your audience’s needs
![Page 42: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/42.jpg)
@pagesauce
User-centred
http://en.wikipedia.org/wiki/User-centered_design
“design tries to optimise the product around how users can, want, or need to use the product”
![Page 43: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/43.jpg)
@pagesauce
SEMrushDig into the topics your competitors earn traffic with
http://refugeeks.com/semrush/
![Page 44: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/44.jpg)
@pagesauce
![Page 45: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/45.jpg)
@pagesauce
Google TrendsIs this a growing topic?
![Page 46: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/46.jpg)
@pagesauce
Scrape Google suggest
![Page 47: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/47.jpg)
Kewordtool.io
KeywordKiwi
Ubersuggest
Scrape Google suggest
@pagesauce
![Page 48: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/48.jpg)
@pagesauce
Ask the audience
http://answerthepublic.com/
![Page 49: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/49.jpg)
@pagesauce
![Page 50: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/50.jpg)
User stories
audience wants, & map the journey Take your personas, & what your
https://gathercontent.com/blog/adopting-agile-approach-contenthttps://www.gov.uk/service-manual/agile/writing-user-stories.html
@pagesauce
http://seedkeywords.com/
![Page 51: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/51.jpg)
@pagesauce
User stories
https://yougov.co.uk/profiler
![Page 52: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/52.jpg)
@pagesauce
WireframesBe able to show how your contentwill work
Balsamiq Mockups
![Page 53: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/53.jpg)
@pagesauce
http://backlinko.com/skyscraper-technique
An exampleTo get your own ideas going
![Page 54: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/54.jpg)
Tell your stories of your product
product or service
Content can be about the user experiences to be had with your
@pagesauce
![Page 55: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/55.jpg)
@pagesauce
Agile thinkinghelps our SEO in two ways:Focus on one issue at a time,& helping us understand the audience, so we know what to make
![Page 56: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/56.jpg)
@pagesauce
User-led content = useful contentUseful to audience = Google’s aim
![Page 57: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/57.jpg)
@pagesauce
![Page 58: Understanding your audience; Agile thinking & your content - Kerboo webinar 15th december 2015](https://reader031.vdocuments.net/reader031/viewer/2022022414/58799a351a28ab95318b72e3/html5/thumbnails/58.jpg)
@pagesauce
charlie (at) white.net
THANK YOUQuestions?@pagesauce