graham mcfadyen | barnados | brighton seo slides april 2017 | content strategies for digital...
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Barnardo’s Registered Charity Nos. 216250 and SC037605
Graham MacFadyen
Barnardo’s
Content strategies for digital audience growth
Barnardo’s Registered Charity Nos. 216250 and SC037605
The British Library Barnardo’sroute to growth
• Own the domain – become the home of the thing your customers are searching for
• Find a role in people’s lives – ending the short-term campaign culture
• Design for growth – de-fragging the online user experience
• Structure for storytelling
Barnardo’s Registered Charity Nos. 216250 and SC037605
My work
Barnardo’s Registered Charity Nos. 216250 and SC037605
Marketing is changing
Barnardo’s Registered Charity Nos. 216250 and SC037605
The product *is* the marketing
• We need to question the conventional wisdom that successful marketing interrupts what people are interested in and challenge ourselves to create marketing that becomes what people are interested in.
Source: John V Willshire, Smithery, 2012
Barnardo’s Registered Charity Nos. 216250 and SC037605
Making people want things still works
Barnardo’s Registered Charity Nos. 216250 and SC037605
The ‘new’ marketing
Barnardo’s Registered Charity Nos. 216250 and SC037605
4 steps to audience growth
• Work out what you want to be known for
• Find a role in peoples lives
• Design for growth
• Structure for storytelling
Barnardo’s Registered Charity Nos. 216250 and SC037605
Stock and flow content
Source: Robin Sloan, snarkmarket.com, 2010
Barnardo’s Registered Charity Nos. 216250 and SC037605
What do we want to be known for?
Barnardo’s Registered Charity Nos. 216250 and SC037605
What do we want to be known for?
Barnardo’s Registered Charity Nos. 216250 and SC037605
You don’t need to skydive from space to tell a story
Barnardo’s Registered Charity Nos. 216250 and SC037605
Finding a role in people’s lives
Source: Andy Whitlock , Made by Many, 2014
Barnardo’s Registered Charity Nos. 216250 and SC037605
Design for growth I: take things apart
Barnardo’s Registered Charity Nos. 216250 and SC037605
Design for growth II: put them back together again
‘shelves’ ‘spaces’
Barnardo’s Registered Charity Nos. 216250 and SC037605
Understanding content relationships
one
many
Barnardo’s Registered Charity Nos. 216250 and SC037605
Structured for channels
Barnardo’s Registered Charity Nos. 216250 and SC037605
Structured for storytelling
Barnardo’s Registered Charity Nos. 216250 and SC037605
People follow stories, not brands
Barnardo’s Registered Charity Nos. 216250 and SC037605
Online audience growth (browsers)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
WWI Disc Lit Magna Carta Middle Ages Georgians Victorians
Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit
Barnardo’s Registered Charity Nos. 216250 and SC037605
Cost per acquisition (browsers)
£0.00
£2.00
£4.00
£6.00
£8.00
£10.00
£12.00
WWI Disc Lit Magna Carta Middle Ages Georgians Victorians
Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit
Ave.
mth6 £0.67
mth12 £0.24
mth18 £0.21
mth24 £0.08
mth32 £0.05
Barnardo’s Registered Charity Nos. 216250 and SC037605
The bottom line: reach
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library online audience (browsers)
Barnardo’s Registered Charity Nos. 216250 and SC037605
The bottom line: engagement
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library collection usage (items consulted)
Barnardo’s Registered Charity Nos. 216250 and SC037605
The bottom line: revenue
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library ecommerce (online order value)
Barnardo’s Registered Charity Nos. 216250 and SC037605
What are you for?