Embed Size (px)
DESCRIPTION
The content organisation framework I presented at Search London on 11 Nov 2014. More details and a blog post will be published later on.
Citation preview
Organise Content for Business ImpactBy Jack Norell
Today you will get…
A model to organise content,
measure its impact,
and communicate results
Content: A definition for today
All words, videos, photos
graphics, forms and links
visible on your website
Also, any offsite article, video or
graphic using your brand or products
or that links to your website
First… content for a reason
1 – Business objective
2 – Meet query intent
3 – Analyse results
Second… the marketing funnel
A I D A ST
T
E
N
T
I
O
N
N
T
E
R
E
S
T
E
S
I
R
E
C
T
I
O
N
A
T
I
S
F
A
C
T
I
O
N
Source: Arthur Fredrick Sheldon, The Art of Selling, 1911
A I D A S
Awareness Informational Conversion How to
Awareness Informational Conversion How toWhy? What? Which? How?
A I D A S
Why? What? Which? How?
1 32 4
Why? What? Which? How?
Inspiration Research Purchase Support
1 32 4
1 Inspiration
Brand placement & impressions
“cars”, “holidays”
Pageviews, social shares, links
Product types, benefits
“car types”, “family holidays”
Downloads, questions, return visits
2 Research
Product, price, features
“london volvo price”, “vars ski holidays”
Conversions, revenue, abandons
3 Purchase
Brand loyalty, WOM, efficiency
“fill washer fluid”, “ski gear rental advice”
Complaints, calls, downloads, feedback
4 Support
Recap
Inspired you to think about
how to organise content
to get business results
Showed you the Research for
the organisational model
for understanding your needs
Took you to an action, or Purchase,
point where you accepted or rejected
this content model
Supported your content discussions
with stakeholders by sharing metrics
for performance vs objectives
