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H A N N A H T H O R P E
Building your Content Strategy.
@hannahjthorpe
A little about me…
Managing Director at White.net
Technical SEO & Content Marketing
Range of brands – Luxury, Travel, Retail
Why do you need a content strategy?
The Human Brand
There are two key principles when it comes to brand loyalty:
-‐ Warmth – Connecting with humans and having the right values
-‐ Competency – Being able to deliver the service to a high standard
Example Values - Passion.
Competency
Knowledge of the latest changes in digital marketing
Attendance at thought-‐leadership events
Expanding knowledge beyond your immediate deliverable work
Warmth
Eagerness to explain & educate clients
Friendly participation at events & sharing knowledge
Talking to clients/industry people about digital (beyond just SEO/PPC)
Personal connections are key
Improve rankings
Drive traffic
Increase awareness
Traditional ranking signals are becoming less significant.
Machine Learning
Bounce Rate vs. Organic Position
Average Time on Site vs. Organic Position
Engagement metrics
https://moz.com/search-‐ranking-‐factors/survey
This is not enough!
Step 1: Define Your Commander’s Intent
“Never tell people how to do things. Tell them what to do and they will surprise you with their ingenuity”General George S. Patton
Spirit Airlines
The cheapest domestic airline in the US
Bare Fare Frill Control Plane Simple
Step 2: Know what you will measure
Measurement Options
RankingsProfit
Revenue
Engagement
Brand Awareness
Traffic
Enquiries
Repeat visits to site
Social Following
Partnerships built
ROI
Time on Site
What metrics matter months 1-
3, 3-6 and 6-12?
Step 3: Initial Research
Answer these Questions
How do people know they want your product/service?
Who will you be selling to?
What makes you different to your competitors?
What is the alternative to your product/service?
What questions are your audience asking?
How do people know they want your product?
Awareness
Interest
Desire
Action
How do people know they want your product?
“65" Ultra HD 4K Pro HDR OLED Television -‐ TX-‐65EZ1002B”
“Panasonic reviews, sony reviews”
“Difference between 4K HD & HD”
“Best TV reviews”
“How to fix TV with fuzzy sound?”
• Predominantly male or female?
• How old?
• Income?
• Career?
• Family status?
• Likes? Dislikes?
• Routine?
Who will you be selling to?
Who will you be selling to?
You Gov Profiles Lite
Step 4: Know what your customers want
Know where your audience hangs out online
Step 5: Produce the content
Current Content
Who is your content for?
Current Customers
Potential Customers
Attract new customers with visibility who engage with your current content tooNew content must
appeal to current and new audiences
Factors
Time to Consume Device Location
Don’t just make the
newest thing
theatlas.com
mapchart.net
Optimise for Featured Snippets
Step 6: Help people find it
Use your technical SEO knowledge
Pick the right network
• Twitter is popular for ages 18-‐29; so this is where you can capture the younger end of your typical audience
• As expected, LinkedIn users tend to be slightly older, earning more money and have a university degree
• Twitter and Facebook are used more frequently than LinkedIn, at least once a day
Build & Follow Twitter Lists
Publish on LinkedIn Pulse
Automating Social Media
Most importantly – Be Consistent
• Consistent formatting
• Use of imagery
• Tagging of related accounts
• Engaging way to share content beyond a retweet
Integrate with Paid Channels
Key takeaways
Step 5: Produce the Content
Step 1: Commanders Intent Step 4: Know what your customers want
Step 2: Know what you will measure
Step 3 : Initial ResearchStep 6: Help people
find it
