How To Deliver Revenue Through Creative Content & SEO

Transcription

1 How To Deliver Revenue Through Creative Content & SEO

2 WHAT MAKES GREAT CONTENT?

3 Shareable Personal controversial Shocking INSPIRING FUNNY Interesting unique

4 Great Content?

5 Shareable controversial Personal INSPIRING Shocking TO ME! Interesting FUNNY unique

6 People don t read ads. They read what interests them, and sometimes it s an ad. - Howard Gossage

7 GREAT CONTENT SHOULD STRIKE A CHORD WITH ME! Even better: IF IT EVOKES AN EMOTION IF IT CAUSES A REACTION

8 GOT IT!

9 Lesson 1 Know Your Goals What are the objectives? What ROI do I want to generate from this content? How many new customers will I get?

10 Lesson 2 Stay On-Brand

11 Lesson 3 Think Device Transmedia Multi-device User sessions

12 Lesson 4 Be Human

13 Lesson 5 Track the Progress! Make sure you are always tying back to your initial objectives Use your learnings to feed into future campaigns Objectives Tracking & Reporting Optimise

14 Putting It Into Practice

15 The approach Objectives & Benchmarking Audience Insights & Business Information Content Strategy & Creation Channel Placement Tracking & Analysis Device Appropriate

16 What Are The Goals? Use content to drive incremental revenue Leverage existing content for SEO Align content with other departments for a seamless brand experience Increase reach to people who are likely to share what s been created and link back

17 Aim For Cohesive Organisation All channels SEO considered Better quality content will be Direct Social Media created Marketing More revenue is PR Editorial driven from quality controlled content Product

18 Bridging Department Content Plans Content calendars exist throughout the business Map out key activity throughout the year Marketing Calendar CEO s Outlook Calendar Press Calendar Sales Promotion Dates HR Resource Calendar Social Activity Roadmap Digital Marketing Tech Release Schedule Face to Face Meetings Project Manager Centralised online using G-Docs

19 Building A Content Calendar for SEO June w/c June 2 w/c June 9 w/c June 16 w/c June 23 Editorial PR Social Technical Marketing Shoots VM

20 Building A Content Calendar for SEO June w/c June 2 w/c June 9 w/c June 16 w/c June 23 HOLIDAY SPECIAL BOUTIQUE CHOICE ITALIAN DESIGNERS LONDON STYLE ICONS BOUTIQUE CHOICE PLAYLIST SPECIAL DRESSES GIF SET BOUTIQUE CHOICE REASONS TO WEAR HOLIDAY SPECIAL BOUTIQUE CHOICE ITALIAN DESIGNERS PR SUMMER ANNOUCEMENT PR EVENT LONDON SALE PROMO PRODUCT FOCUS Editorial USA SALE HOLIDAY SHOP CONCEPT SHOP WOMEN BRAND FOCUS MEN FESTIVAL DRESSING BRAND FOCUS WOMEN TRENDS ROUND UP MEN S SHIRTS Social SUMMER COMPETITION Technical Marketing BLOGGER EVENT PHOTOS PINTEREST COMPETITION FASHION BLOGGER EVENT High Link Opportunity, Relationship Building, Brand Visibility, Revenue Driver Shoots VM MEN S SUMMER STYLE CONCEPT SHOE SPORT LUXE BRAZIL MEN S SHOES SPECIAL COLOUR CODES VINTAGE Mid-Tier Brand Visibility, Relationship Building, Visits Lower Brand Visibility, Visits

21 SEO Quality Control Create an SEO checklist for each department Sense-check any content is going to benefit SEO Will help increase return from all areas of the business TO BE ACTIONED From regular editorial content to larger campaigns

22 Creating Content Within Content What type of content assets work best for SEO? Videos Widgets Interactive Infographics Competitions Animated GIFs Hangouts All these formats give people a reason to link to your content

23 Creating Content Within Content What type of content within content works best for SEO? Standard Website Content Blog Link News Site Pick Up Blog Link

24 Creating Content Within Content What type of content within content works best for SEO? Standard Website Content Creative SEO Assets News Site Pick Up Blog Link Blog Link Blog Link News Site Pick Up Blog Link Blog Link

25 Distribution Plan Categorise Content Important considerations: Combine all departmental content by priority order which is likely to generate the highest ROI? Outreach the highest value content to your strongest influencers HIGH SEO VALUE MEDIUM SEO VALUE LOW SEO VALUE Consider exclusives secondary pickup will happen naturally

26 Distribution Plan Reach Reach is only as good as the influencers you find It can take months to build a complex relationship network Match your audience targets with that of your influencers Content Outreach to influencers Reach Opportunity More likely pickup = Better ROI Actual Reach

27 Distribution Plan Extending The Reach Use tools and content recommendation engines to promote your content Increase the chances of a new influencer discovering the content Promotes content to very specific demographics Targeted based on interests, location, device, age, gender Set daily budgets and cost per stumble Can see who engages with content use in the future manually Spent $80 FREE!

28 This collaborative, assetbased approach generates over twice the return than a stand-alone SEO project. - Farfetch

29 IN SUMMARY

30 Summary Key Takeaways Always have a clear objective Always view content as something that should drive a clear ROI Match your audience with your influencers, device strategy and paid media promotion strategy Be creative BUT be human and stay on brand

31 THANK YOU! Don t forget Google Hangout next Thursday 20 th November, 4pm for any questions!