content marketing show 2014 > data is the rocket fuel to your content strategy

Data is the Rocket Fuel to your content strategy

JAMES PERROTT HEAD OF SEARCH & DATA

GREAT CONTENT IS GREAT

GREAT LINKS ARE GREAT

I’M TIRED

CONTENT CREATION IS MORE

COST-EFFECTIVE THAN EVER

WHAT IF YOU DON’T HAVE...

THE BUDGET?

WHAT IF YOU DON’T HAVE...

THE RESOURCE?

WHAT DO YOU DO?

FIVERR?

SEO Clerk

FORGET THOSE!

USE DATA

DATA CAN BE SCARY

BREAK THE DATA DOWN

USE CHARTS TO SAVE TIME

YOU CAN DO THIS!

I’M GOING TO HELP YOU

BUT FIRST...

HOW DO YOU MEASURE SUCCESSFUL CONTENT?

WITH LINKS?

HOW ABOUT RANKINGS?

THESE ARE NICE BUT THEY CAN BE DECEIVING

CUSTOMERS & MONEY! GREAT CONTENT BRINGS BOTH

BOSS: WHY AREN’T WE RANKING #1?

YOU: BUT LOOK AT ALL THE MONEY!

HOW DO WE DO THIS?

TOOLS!

Adwords KeywordTool.io SEMrush

FREE TRIAL bit.ly/love_semrush

LET ME TALK YOU THROUGH AN EXAMPLE RELEVANT TO ME

THIS IS OUTSIDE OF MY CLIENT BASE

AND OUTSIDE OF MY COMFORT ZONE

AND IT ONLY TOOK ME 30 MINUTES!

SPORT IS MY PASTIME

I’VE ALWAYS WANTED TO TAKE UP ROAD CYCLING

I DON’T WANT TO WASTE MONEY & I MAY HATE IT (IT IS EXERCISE)

I USE GOOGLE TO HELP ME

I HAVE NO BRAND LOYALTY

I’M THE PERFECT CUSTOMER TO TARGET

TO ENGAGE WITH ME, BRANDS SHOULD LEARN FROM THEIR COMPETITORS

LETS LOOK AT WIGGLE

WIGGLE SEO VISIBILITY

USE SEMRUSH & EXPORT KEYWORDS

STEP 1 ENTER DOMAIN

ORGANIC RESEARCH

POSITIONS

EXPORT .XLS FILE

STEP 2

STEP 3

STEP 4

CONTENT HUB GUIDES.WIGGLE.CO.UK

FILTER SPREADSHEET FOR KEYWORDS FROM THE CONTENT HUB

VOILA! BEST ROAD BIKE UNDER £500

720 OTHERS ALSO SEARCHED FOR THIS

NOW I’M CONVINCED SO I BUY A BIKE FROM WIGGLE!

NOW I’M LOYAL TO WIGGLE I’M OBESSEED. HOOKED!

AND I WANT TO KNOW MORE!

BEST ROAD BIKE TYRES (590 SEARCHES)

OPTIMAL TYRE PRESSURE (480 SEARCHES)

BEST ROAD BIKE UNDER £1000 (2500 SEARCHES)

BEST BIKE LIGHTS (1600 SEARCHES)

YOU GET THE IDEA

THESE ARE JUST A TASTER

WANT MORE?

EXPORT THIS LIST AND RUN THROUGH KEYWORD PLANNER

THIS IS WHAT IT GIVES YOU...

AN OCEAN OF CONTENT

THIS DATA SHOULDN’T SCARE YOU IT SHOULD EXCITE YOU!

THEN.. ‘HUMMINGBIRD’ YOU SAY?

SO RUN THIS SINGULAR TERM THROUGH KEYWORDTOOL.IO

VOILA! SO MANY LONGTAIL OPPORTUNITIES!

THE CONTENT CALENDAR IS DEAD. IT’S TOO STRUCTURED.

WIL REYNOLDS SEARCHLOVE 2014

I DISAGREE WITH THIS

THIS IS EVERGREEN CONTENT

|

|

YOU CAN CREATE THIS AT ANY TIME

THIS CONTENT DOESN’T JUST ATTRACT SEARCH VOLUME

IT ATTRACTS BRAND EVANGELISTS!

THEY’LL BUY FROM YOU AND - THEY’RE LOYAL

ADD THIS TO CONTENT CALENDAR & PUBLISH FOR RELEVANT EVENTS

NEED TO ADD NEWSWORTHY CONTENT? JUST DELAY YOUR CALENDAR

BE FLEXIBILE

RESEARCH YOUR TOPICS AND WAIT FOR THE RIGHT TIME TO PUBLISH

FREE TOOLKIT! http://www.zazzlemedia.co.uk/content-strategy-toolkit/

THANKS FOR LISTENING QUESTIONS?