Why Audience Building Should Be Your Top Content Goal

Why Audience Building Should Be Your Top Content KPI

Kevin GibbonsManaging DirectorBlueGlass

www.blueglass.co.uk @kevgibbo

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Between Penguins, Pandas, Pigeons, Hummingbirds...

Not to mention Mobilegeddon, Authorship, Google+, Knowledge Graph, RankBrain etc…

We now all know one thing...

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SEO is Hard Work!


Source: Rand FishkinMozcon 2015


Promoting Content is Also Getting Harder!

It’s tough to stand out from the crowd when there’s:

● 347,222 tweets● 4,166,667 FB likes● 300 hours of YouTube

video

Every single minute!

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book


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But, Why Make it Harder For Yourself?!


You’re Not Trying to Just Get Content Seen - Build an Audience

← If you publish this content, you won’t get anywhere near as much traffic...

The best publishers in the world have one thing in common; their biggest content marketing weapon is their audience!




Make Your Customer the Hero!

Let your customers do the talking - what good content marketing achieves is scaling word of mouth.

(Apologies for the cheesy photo!)




If you Think Content is About YOU, You’re Missing the Point....


When people share content, they share it about themselves not you...

90% of decisions are made by emotional feeling, not rational.

https://www.youtube.com/watch?v=WPcfJuk1t8s

https://www.youtube.com/watch?v=WPcfJuk1t8s

https://www.youtube.com/watch?v=XpaOjMXyJGk

https://www.youtube.com/watch?v=XpaOjMXyJGk


Give your Content that Sharable Hook That Taps into How People Feel

Turn good content, into great campaigns to earn authority coverage, social engagement and links - SEO should always be the by-product, not the goal.



If You’re Scared to Fail - You’re Playing Too Safe & You’ll Lose


● I don’t want to look stupid...

● Why would I share all of this information if people can then copy it…

● What if everyone knows this already...

● My competitors will know everything if I share this…

What people don’t get, is the biggest risk is not doing it!

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Content Marketing Isn’t a One-Off Campaign - You Need a Strategy!

● Social media engagement

● SEO (long-tail)● Authority links● Digital PR coverage● Referring traffic

Sho

rt-T

erm

● Content strategy● SEO (head /

competitive phrases)● Page/category level

link authority● Email subscribers● Social followers/fans

Mid

Ter

m

● Platform● Branding● Audience building● Direct traffic● Domain authority ● Thought

leadership

Long

Ter

m


Start With Why...


● Why: Why will people want to visit

your site & subscribe to your content?

● How: How will you target customers &

key personas with content they want

to see, read and share?

● What: What great content can you

create to educate, inform, engage and

keep the interest of our target

personas to build a real audience.

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Create Outstanding Content & Leave Them Wanting More

Provide useful content upgrades such as tools, insight reports, ebooks, free downloads, competitions etc to capture their details and build your audience.

Livestrong.com do a great job of engaging & capturing their audience


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Make Content is Central to Growing and Engaging with Your Audience

Target Audience

SEO Email Marketing Digital PR Social Media (Paid/Organic)& Content Amplification

Content Hub

Social Media Audience Newsletter Subscribers

Once subscribed, continue giving them more great content... (Start to build in discount code rewards and offers to convert readers into customers!)

Content Upgrades & Email Captures


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Summary - remember:1. Make your customer the hero2. Remove the fear of failure 3. Engage, inform, entertain & capture your audience4. Continue giving them the good stuff!

Once You’ve Done All of This…

Then You Can Become THE Content Authority in Your Niche!



TALLINNVilmsi 47,Tallinn 10126Estonia

+372 56 451 798 [email protected]

ZÜRICHBlueglass Interactive AGTellstrasse 31 CH-8004 Zürich

+41 44 542 40 [email protected]

LONDON45 Leather LaneLondon EC1N 7TJUnited Kingdom

+44 (0)207 242 0142 [email protected]


Kevin GibbonsManaging Director

[email protected]