content marketing show 2014 > data is the rocket fuel to your content strategy
DESCRIPTION
This is the 'deck' delivered by Zazzle's Head of Search and Data James Perrott explaining how we go about creating content strategies based on search opportunity.TRANSCRIPT
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?