From insights to outcomes, and beyond - Nick Millman, Accenture
Accenture Insights presentation final version
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A platform that holds meaningful content that adds value to our local customers around our thought leaders’ expertise resulting in new business opportunities & recruits Accenture Insights
Transcript of Accenture Insights presentation final version
A platform that holds meaningful content that adds value to our local customers around our thought
leaders’ expertise resulting in new business opportunities & recruits
Accenture Insights
WHY ACCENTURE INSIGHTS
VERY OLD WEBSITE OUTDATED CONTENT
PEOPLE CUSTOMER JOURNEY INSIGHTS
STRATEGIC CONTENT MARKETING
Not designed for mobile devices, not optimized for todays search engines and security needs
Outdated technique and design
No customer relevance
Proactive content creation
People to People instead of b2b or b2c thinking
> 90% of the touchpoints with a brand are online
RELEVANCE AFTER EVERY CLICK
• Evergreens• Content that moves to act• Don’t tell but show
CLAIM THOUGHT LEADERSHIP
High quality content, produced by our experts, that aims to solve a clients problem
CONVERSION DRIVEN
Content is connected to:• Thought leader• Vacancy• Recruiter• Event
HOW DO WE ADDRESS THESE TRENDS?
HOW DOES THIS WORK?
HOW DOES THIS WORK?
Optimized high quality content SEORelevance: articles are connected to vacancies, which are connected to our people, which are connected to events, creating an infinite loop based on an algorithmUX design that stimulates interaction with Our People
ATTRACT
Optimized high quality content SEO
ATTRACT
A small number of keywords get searched for a lot. A lot of keywords get searched for a little. In many cases, the long tail of “natural language” searches can, in aggregate, be larger than the total
volume of short keyword phrase searches. The are also less competitive (and therefore easier to rank for), and more relevant (and therefore more likely to concert).
The “Long Tail” of SEO
Short Keyword Phrases“digital transformation”
Mid-length Keyword Phrases“digital transformation steps”
Natural Language Phrases“How to start with digital transformation?”
ENGAGE
Relevance: articles are connected to vacancies, which are connected to our people, which are connected to events,
creating an infinite loop based on an algorithm
CONVERT
UX design that stimulates interaction with Our People
Accenture InsightsFor more information about Accenture Insights contact:
Lennart [email protected]
Visit www.accenture-insights.nl
