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Disruptive Technology: The Role of Content

Nick Suckley

November 2013

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1. Start with your consumer

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▸ What are the intractable problems that your customers face in doing their job ?

▸ Audit the content you’ve got in terms of quality, format and usefulness

▸ Start producing more things that will solve these problems

▸ If you can’t create great content then don’t bother

Checklist

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Matalan

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2. Trends and fads are different – figure out which one’s which

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Checklist

▸ Mandatory

▸ Your site (it’s your home)▸ Make sure your home is in order too▸ Youtube▸ Google +

▸ Niche Mandatories

▸ Linkedin▸ Reddit sub-community▸ Native advertising (eg Outbrain)

▸ Not important?

▸ Facebook▸ Twitter▸ Pintrest▸ …

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3. Where is Google heading next?

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Checklist

▸ Don’t get into an arms race with Google

▸ Successful companies will understand their customer and already building great content that solves their needs

▸ Make it easy for machines to understand and classify your content

▸ Next time you’re presented with a new technology ask yourself does this help my customers get what they need?

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This is what wrong looks like

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4. Making content accountable

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Checklist

▸ Don’t allow yourself to get knocked off course

▸ Set content production as a KPI (quality benchmark too)

▸ Good content will drive conversion – half the story

▸ Ask your team “in which ways is our content being used to drive sales?”

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Learning to love Google updates

▸ Building great content only improve your visibility and sales

▸ Investment. Spend continues to work even though SEO environment changes around you

▸ Sleep: you’ll sleep at night because your content is hitting targets and not falling off a cliff

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5. Commoditization of content and native advertising

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Thank You