content for 2015 and beyond by matt beswick, sem days 2015
TRANSCRIPT
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Content for 2015 and Beyond
@mattbeswick
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Let’s start at the end…
@mattbeswick
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Most successful content comes down to three things
@mattbeswick
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The story
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The Data
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The Production
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An existing audience also helps
@mattbeswick
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There’s all kinds of other stuff too. Like research,
validation, outreach and… luck.
@mattbeswick
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What is success? Links? Shares?
@mattbeswick
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Eyeballs and Engagement.
@mattbeswick
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Creating content is hard.
@mattbeswick
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Really, really, really hard.
@mattbeswick
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It looks so easy
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Brainstorm
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Choose an idea
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Briefa designer
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Publish it
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Promote it
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Live happily ever after
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It doesn’t work like that.
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Take this stuff seriously.
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Your budget doesn’t matter.
@mattbeswick
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Look at what you’re up against...
@mattbeswick
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“Let’s throw a guy out of a spaceship”
@mattbeswick
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But things go back a LOT further than that.
@mattbeswick
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1857 – Polar Area Diagram by Florence Nightingale showing deaths in the Crimean War.
@mattbeswick
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1896 – “The Furrow” by John Deer
@mattbeswick
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1900 – First Michelin Guide
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1906 – Jell-O Recipe Book
@mattbeswick
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2007 – The first Blendtec video
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2007 – The first Blendtec video
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@mattbeswick
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But then the SEOs came to destroy everything.
@mattbeswick
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We are often the problem
@mattbeswick
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@mattbeswick
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http://terribleinfographics.tumblr.com/image/8936176180
@mattbeswick
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http://www.designyourway.net/blog/inspiration/when-infographics-go-bad-or-how-not-to-design-data-visualization/
@mattbeswick
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http://www.designyourway.net/blog/inspiration/when-infographics-go-bad-or-how-not-to-design-data-visualization/
@mattbeswick
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@mattbeswick
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Do you think a creative agency would do that?
@mattbeswick
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Do I need to say it again?
@mattbeswick
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We laugh, but there’s a problem…
@mattbeswick
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Sh*t ideas sneak up on you and pretend that they’re
good.
@mattbeswick
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Often you don’t realise until it’s too late.
@mattbeswick
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What should I be doing?
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It depends.
@mattbeswick
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Just because you have an idea doesn’t mean it’s a
good idea.
@mattbeswick
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You NEED a framework.
@mattbeswick
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Doing it consistently is the hardest part.
@mattbeswick
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Our approach to these issues
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We can build stuff
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We worked on our processes from scratch
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Recommended Reading
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Remember - at heart, I’m a geek.
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I like processes and reverse engineering stuff
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Can I just reverse engineer what others have done and
do it a little bit better?
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YES!
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No one can guarantee results though
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The whole process is actually really big
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It changes all of the time, depending on the project / client / target audience /
day of the week / software we’ve just found / tool we
built / etc. etc.
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I’m going to focus on a couple of key parts.
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Feeding strong research into your brainstorming /
idea generation stage, and validating the ideas.
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This is tough.It requires thought.It’s very rarely done
properly.
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Why do it?
To reduce the chance of failure.
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The process
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Research
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Read this post for the basics
https://moz.com/blog/generate-content-ideas-using-buzzsumo-and-apis
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Look at (content) competitors
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Scan the results
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Look for the trends
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Look for the trends
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Run several competitors together
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You can also use keywords
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Export to CSV
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Some pivot table magic…
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Find the most linked to domains
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Do a deeper dive for more insights
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Does long-form content work?
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What post types work well?
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Order by linking domains
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Can I do any of them better?
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Can I make them more current?
Is there a different angle?
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What else is out there?
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Add all of this to your brainstorming brief
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Ideation
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Think about the intent.
Awareness. Discovery. Promotion.
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Consider your formats.
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Short posts = long-tail search(don’t forget your keyword research – I cover this
in more detail tomorrow)
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Long form content to prove expertise.
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Interactive content for digital PR
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There are always exceptions.
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Once you have a set of ideas, look for similar content.
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Don’t overthink this
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Can I do it just a bit better?
(this could be a restraint or an opportunity)
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Has it been linked to?
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Yep
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What data could we use to make it better?
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Know what’s available
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http://www.statista.com/search/?q=travel%20destinations
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Can we get our own data?
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Try a little bit
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This could be a restraint (£££)
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We now THINK we have a good idea. But do we?
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Validation
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Skip this and you’re destined for failure
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Pre-outreach (misunderstood)
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Google Surveys
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Focus groups
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Friends and family!
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Creation
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Launch
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Don’t f*@# it up!https://www.distilled.net/resources/the-consultants-checklist-for-launching-content/
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Promotion
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Don’t be scared of paid promotion.
This does not mean buying links.
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Don’t be scared of outreach.
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Don’t be scared of asking again.
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Don’t. Be. Scared.
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More on that tomorrow.
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Review
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Do. Not. Skip. This. Step.
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One final tip on setting expectations
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“I want 10,000 Facebook Likes and 500 Links per
content piece”
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Fairly unlikely…
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A takeaway for you…
www.aira.net/semdays
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See you later!