Visual Content:Why this should be at the heart of your Search Marketing Strategy

Paul HillDirector, Stickyeyes

@Stickyeyes#masterclassing

Sticky what?With a name like Stickyeyes, we’ve got some explaining to do.

So what does it mean? Simple. When we started in 1998 onlyengaging content would keep your customers’ eyes stuck toyour website. Now it’s come full circle. This is how we improveawareness, increase traffic and inspire engagement to enhanceyour retention and conversion.

Google Phantom

Roadmap: Time on Site

Search: Stickyeyes Google Phantom

Roadmap: Bounce Rate

Search: Stickyeyes Google Phantom

Visual content is powerful,impactful and persuasive.

Sources: Nilsson & Pelger, 1994; Merieb & Hoehn, 2007

Anyone know what this is?

It’s this…

The Charge Of the Light Brigade, 1854

It’s no secret what people

Keep m

e inform

ed

Improve

my k

nowledge

Enter

tain m

e

Talk

to me l

ike a

real p

erson

Give m

e a pers

onal ser

vice

Give m

e rele

vant c

ontent

Inspire

me w

ith new

idea

s

Be part

of my d

aily r

outine

Help m

e orga

nize m

y life

05

1015202530354045

Perc

enta

ge

Source: Global Web Index UK baseline data

want from brands.

Source: Global Web Index UK baseline data

So all you have to do is give ‘emsome of that, right?

Everyone’s doing it.You HAVE to cut through.

When it’s good, visual contentis really powerful.

And when it’s bad…

Develop a process. Follow it.

Strategic Planning

DeploymentPreparation

ContentDelivery

MarketingCommunications

Measurement & Valuation

1

2

3

4

5

1. Strategy: What are you tryingto achieve here?

Get people talking?

Communicate personality?

Boost search rankings?

Incremental monthly clicks 3,550

Keyword coverage increased by 913

Position 1 for 62 keywords

Average ranking up from 101 to 20

Market share grown from 0% to 4.8%

OnStride – Results

0 100 200 300 400 500 600 700 800 900 10000

2,000

4,000

6,000

8,000

10,000

12,000poundstopock-

et.co.uk

peachy.co.uk

tescobank.com

easyloanscom-pany.co.uk

quickquid.co.uk

onstride.co.uksunny.co.uk

sainsburys-bank.co.uk

Non-Brand KW Set: 957 KWs

# Keywords

Max

Mon

thly

Clic

ksOnStride – KW’s & Traffic

2. Deployment preparation: Do your research.

Understand your audience.

Who are they?Where are they active?Why are they interested?When are they online?What do they want from you?

What are people doing online?Paid channels.

Source: Global Web Index; UK base

Research/find products

Research how to do things

Stay up-to-date

Stay in touch with friends

Inspiration/ideas

Entertainment

Education

Fill up spare time

Research for work

Update my friends

Organize my life

Share my opinion

0 10 20 30 40 50 60 70 80 90 100

Percentage

Awareness

Consideration

Conversion

Loyalty

Advocacy

Reach people & grab them:Off-site video, image-led social, PR-able visuals

Understand their journey.

Reasons to believeOn-site videos, infographics, visual tools

Turn interest into actionAmplified UGC, Slideshares, benefits videos, infographics

Reinforce and rewardVisual storytelling, image-led blogs, visual games, useful video

Encourage word-of-mouth recommendationImage-led social, curated UGC, visual storytelling, fun video

3. Content deployment: Ideation for visual content.

Steal like an artist.*

*HT to @AustinKleon for this nugget – read his book cos it’s awesome

What works in your industry?

What works in other industries?

What works beyond marketing?

4. Marketing communications: Visual content only works if it moves.

Bloggers / Vloggers

Journalists

Influencer Outreach

Media Relations

Bylined Articles

Syndication

Earned Paid

Owned

Biddable Media

Content Networks

Advertorials

Affiliates

Retargeting Networks

Display Network

Website

Organic Social

Email

Paid social media

ATL

Know and use the right channels.

and aim for the sweet spot!

Maximuscle: The Protein Project.Owned channel: Website.

Gala: Ice Casino.Earned channel: Media.

5. Measurement & valuation: Did it do what you wanted it do?

Measure the right things

3 top takeaways

Humans are wired for visual content.

Use data, insight and creativity to cut through.

Measure, learn and iterate.

www.stickyeyes.com/contenttoolkit/

stickyeyes.com

@Stickyeyes#masterclassing

Thank you

Paul Hill Director