what is quality content? ian harris - irx 2015
TRANSCRIPT
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What is Quality Content
and How to Create it
Ian Harris
Quality Content
Define ‘quality’
It makes our campaign a success
Define success
– Views
– Likes
– Conversions
– Links
– Sentiment
Process
Idea
Build
Launch
Outreach
CNET, Daily Mail, Telegraph, Huff Post as ‘catalyst sites’
Geeky, techy, viral blogs – natural links
Over 400 natural inbound diverse links
Google Patent – July 2014
Score relative to purpose
Adverts on page may devalue,
dependent on purpose.
Factors based on purpose
Dwell time
Low quality signals
Trust
Site information
Site maintenance
Idea (purpose: links)
Wynsors - Invisible shoes
Funny
Charity angle
Resource on site
Press and general interest
Plan and Research
Budget (£1000)
Agreement from client
Charity involvement
Big twitter accounts that may be receptive (nail varnish companies etc.)
Social element (pics of invisible shoes)
Promote
Turn citations to links
Engage on Twitter
#Invisibleshoes at Newark Airport
Everyone’s been to @Wynsors_Shoes
Idea
Modern Rugs
Psychology of design
Informative
Specialist
Resource on site
General and specialist interest
Idea
Survey on mental health
Mental Health Week
Worst thing said to you?
Comment from experts
Imagery to portray answers
Plan and Research
Execute the survey
Find influencers online
Pick most shocking comments
Plan media list for press release
Result
Huffington, Buzzfeed, student publications
Lots of shares
On topic
Awareness
Very high authority links
Great content
Quality Content (my definition)
Sits on your site
Is valuable and sharable (rather than copyable)
Is well planned
Involves influencers in its creation
Has a local and national angle
Answers a question or entertains
Email:
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Twitter: @searchlabs
Contact details
Ian Harris
0113 2121211