your content is awesome – now what? by @staceycav at #brightonseo

@staceycav

Your Content is Awesome

Now what?!

Stacey MacNaught Tecmark

#brightonseo @staceycav

3 things that should never, ever happen…


Mums on Facebook.


Mums on Facebook


The solo selfie.


I’m talking about you, @richbannister


Content campaigns without promotion budgets and plans.


Even brilliance can go unno>ced.


h#p://www.currencies.co.uk/what-‐country-‐should-‐you-‐live-‐in/


Mediocrity will almost always go unno>ced.


This is a ‘thing’ we ‘made’ one >me


WD is with the dinosaur?!


Fast forward a few years…

hHp://www.tecmark.co.uk/smartphone-‐usage-‐data-‐uk-‐2014/



Simple ideas formaHed to fit target audiences


Our changes to reach a point where projects consistently meet or exceed

expectations:


Better goal setting


More efficient ideation

h#p://blogsession.co.uk/2014/03/635-‐method-‐brainwriCng/


Thorough audience analysis

h#p://blogsession.co.uk/2015/06/content-‐audience-‐insight-‐tools/


Higher quality production


Significantly higher investment into smarter promotion planning

and execution


Time and money.


Outreach ≠ Promo>on


If ‘outreach’ is the only thing you are doing to promote your content, then you are not

doing enough.


Before you can plan promotion you need to know why you’re doing it.

What does success look like?



You need to know who you’re doing it for


Depending on goals, your content target audience might not be the same as your target customer


WTF is Twee%ng?!


Align your objectives with your audience


Find out where your audience is finding content and what they’re reading

1. Where


h#ps://yougov.co.uk/profiler

YouGov Profiles


h#ps://yougov.co.uk/profiler


h#ps://www.facebook.com/ads/audience_insights

Facebook Audience Insights


h#ps://www.facebook.com/ads/audience_insights


h#ps://adwords.google.com/da/DisplayPlanner

Google Display Planner


Start finding specific contacts

2. Who



hHp://bit.ly/1SwscbE



1.Major Influencers

2. Mid Weight Influencers

3. Smaller publicaCons/Influencers

Organise them into Tiers


Get buy in early (where possible)

3. When


1.Major Influencers

2. Mid Weight Influencers

3. Smaller publicaCons/Influencers

Tier 1 – Before Produc>on


Good old fashioned psychology


Commitment


I saw you wrote about people with their faces in their phones in the

pub!

If I had data suggesCng people spend 3 hours of the day on their phone, would it be of interest?


Reciprocity


Great. While we’re conducCng our research, are there any other

quesCons you think we should be asking?

Is there any data we could acquire that would specifically help you?


Messaging and Headlines

4. What


How well you describe your content is as important as how good it actually is.


Let’s take a lesson from clickbait headlines


Yes, you need a cracking headline.


Yes, you need a cracking headline. But you also need to deliver on it.


h#p://simitator.com/generator/twi#er/tweet

h#ps://www.google.com/insights/consumersurveys/

+

Test headlines, email subjects, Tweets…


MailChimp Lets You Split Test Email


Read This.

h#p://markeCng.buzzsumo.com/link-‐study/


h#p://markeCng.buzzsumo.com/link-‐study/


And this.

h#p://nytmarkeCng.whsites.net/mediakit/pos/


And these.


Reaching the right people at scale

5. How


Supplement with Paid Press Release Distribu>on


Paid Social and Content Discovery


PPC for Content Promo>on


“Adwords is cheap.”


Adwords is auction based. If nobody is bidding, it’s freakin’ cheap.


Nobody’s bidding


On Page SEO for Content


Treat a piece of content the way you would treat a key product or service page


And FFS, no dinosaurs.


Thank you

[email protected]

@staceycav

your content is awesome – now what? by @staceycav at #brightonseo

Marketing