Digital Content: Kirk Hullis
-
Upload
edge-global-media-group -
Category
Marketing
-
view
134 -
download
1
description
Transcript of Digital Content: Kirk Hullis
![Page 1: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/1.jpg)
@kirkhullis
+kirkhullis #edgebrum
![Page 2: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/2.jpg)
@kirkhullis
+kirkhullis #edgebrum
About Healthspan & our content
![Page 3: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/3.jpg)
@kirkhullis
+kirkhullis #edgebrum
How can your digital content cater for all of your customers?
![Page 4: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/4.jpg)
@kirkhullis
+kirkhullis #edgebrum
The first two personas to satisfy
![Page 5: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/5.jpg)
@kirkhullis
+kirkhullis #edgebrum
Who are your customers?
Over55+
Under 55
What we think What we can show
![Page 6: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/6.jpg)
@kirkhullis
+kirkhullis #edgebrum
Research & fix your targets.
![Page 7: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/7.jpg)
@kirkhullis
+kirkhullis #edgebrum
Choosing content
![Page 8: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/8.jpg)
@kirkhullis
+kirkhullis #edgebrum
The Content Sweet Spot™
THINGS PEOPLE ARE LOOKING FOR
THINGS YOU ARE
TRYING TO SELL
THINGS THAT ARE INTERESTING TO TALK ABOUT
![Page 9: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/9.jpg)
@kirkhullis
+kirkhullis #edgebrum
Channels & Platforms
![Page 10: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/10.jpg)
@kirkhullis
+kirkhullis #edgebrum
Have confidence in the groundwork
- Create content
- Get it live
- Learn and improve
- Automate what you can and explore the next channel
![Page 11: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/11.jpg)
@kirkhullis
+kirkhullis #edgebrum
What next?- Give some thought to the quick customer and internal stakeholders.
- Focus on key customer types
- Prioritise content that hits the spot™
- Be confident in the groundwork
- Publish on/share to appropriate channels and devices.
- Learn and expand.
And read this >>>@velocitytweets
![Page 12: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/12.jpg)
@kirkhullis
+kirkhullis #edgebrum
Awkward questions.
If you think of something later:
@kirkhullis+kirkhullis
![Page 13: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/13.jpg)
Hello!Mark Brill @brillthings
![Page 14: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/14.jpg)
What the hell is this guy looking at? The World or something?
![Page 15: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/15.jpg)
- Phone by your bed?- Phone as an alarm?- Check it first or last thing?
![Page 16: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/16.jpg)
Mobile has arrived
![Page 17: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/17.jpg)
UK usage Analysys Mason and Nielsen, 2014
![Page 18: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/18.jpg)
comScore, US, April 2014
![Page 19: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/19.jpg)
(and this)
![Page 20: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/20.jpg)
![Page 21: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/21.jpg)
#1 – Understand the user landscape#2 – Get the hygiene right#3 – Be useful#4 – Be engaging
![Page 22: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/22.jpg)
#1 - Understand the user
landscape
![Page 23: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/23.jpg)
![Page 24: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/24.jpg)
0.5% of ‘fans’ are talking about a brand
*Admap, 2012
![Page 25: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/25.jpg)
A Rapidly changing landscape
![Page 26: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/26.jpg)
20% of media time is spentin mobile devices
5%of media time is spentin print
Mary Meeker, KPCB, Internet Trends 2014
![Page 27: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/27.jpg)
More photos shared than Facebook
More messages sent than SMS
![Page 28: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/28.jpg)
Our Mobile Planet
![Page 29: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/29.jpg)
Technology is a tool, not a marketing channel
![Page 30: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/30.jpg)
Messaging
Apps
Web
Proximity
SMS/MMS/UDID
IP – What’sApp, WeChat
App Push NotificationsNative Brand Apps
Hybrid/Webapps
Utilities (social, AR, QR)
Responsive
Adaptive
Independant
NFC (Contactless)
Beacons/Bluetooth
WiFi
![Page 31: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/31.jpg)
And how do brands respond?
![Page 32: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/32.jpg)
Problem: brands aren’t very good at mobile
‘Let’s build an app, yayy!’
![Page 33: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/33.jpg)
![Page 34: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/34.jpg)
But …
![Page 35: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/35.jpg)
80% of brand apps are downloaded less
than 1000 times
*Deliotte, 2012
![Page 36: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/36.jpg)
#2 – Get the hygiene right
![Page 37: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/37.jpg)
Web (responsive or adaptive)
Social links optimised
Search: paid, organic, location
Integrated
![Page 38: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/38.jpg)
Mobile Search (#fail)
Pai
d
Natural
![Page 39: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/39.jpg)
#3 – Be useful
![Page 40: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/40.jpg)
![Page 41: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/41.jpg)
![Page 42: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/42.jpg)
![Page 43: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/43.jpg)
#4 – Be engaging
![Page 44: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/44.jpg)
![Page 45: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/45.jpg)
![Page 46: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/46.jpg)
![Page 47: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/47.jpg)
The Future?
![Page 48: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/48.jpg)
![Page 49: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/49.jpg)
![Page 50: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/50.jpg)
![Page 51: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/51.jpg)
The end of the smartphone
![Page 52: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/52.jpg)
![Page 53: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/53.jpg)
![Page 54: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/54.jpg)
![Page 55: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/55.jpg)
![Page 56: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/56.jpg)
#1 – Understand your audience/landscape#2 – Get the basics right (web,social, email)#3 – Focus on service and problem solving#4 – Create engagement, not technology
![Page 57: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/57.jpg)
Thank You!Mark [email protected]@brandemotivity.com
![Page 58: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/58.jpg)
Supported by
Hosted by
#EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page
![Page 59: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/59.jpg)
Implementing SEO as part of a
complex Marketing Strategy
Harpinder SohalHead of Online Marketing (UK Mail)
![Page 60: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/60.jpg)
Profile overview
• 10 years in Online Marketing/Digital/eCommerce
• UK Mail since 2011• ipostparcels.com – Pure play start-up
(Sept 2011)
![Page 61: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/61.jpg)
Key takeaways
• How to assess and implement changes to improve your SEO visibility.
• How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing
• How content is the key to expanding search visibility
![Page 62: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/62.jpg)
Where we started
• Brand launch of ipostparcels.com in late 2011• SEO campaign targeting a link building
strategy• Quantity vs. quality • Short and sharp progress• Google’s un-natural link profile warning in
WMT
![Page 63: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/63.jpg)
Link building planOne Off SEO Work iPostParcels KEYWORDS 35PAGES FOR CONTENT & META 7PAGES FOR META ONLY 5INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250BLOG INTEGRATION YESPR SECTION YESMonthly SEO WorkflowFREE DIRECTORY SUBMISSIONS 300BLOGS X 250 WORDS 6BLOGS PUBLISHED TO WEBSITE 6SOCIAL BOOKMARKING SUBMISSIONS 120ARTICLES X 300 WORDS 2ARTICLE SUBMISSIONS (TOTAL) 100PRESS RELEASES TO 100 PORTALS 2 then 1 alternatePRESS RELEASES SUBMITTED TO SITE 2 then 1 alternateNEW DIRECTORY SUBMISSIONS 15GUARANTEED DIRECTORY SUBMISSIONS 8FREE BUSINESS DIRECTORY SUBMISSIONS 15THEMED LINKS (PR 0) 7PR 1 LINKS 6PR 2 LINKS 3CONTEXTUAL BLOGS 3PROFILE CREATIONS 1
![Page 64: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/64.jpg)
Backlinks & referrals
![Page 65: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/65.jpg)
Backlinks & referrals
![Page 66: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/66.jpg)
How we reacted
![Page 67: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/67.jpg)
How we reacted
• SEO landscape turned upside down – Penguin (April 2012)
• Effect on keyword rankings• Change of agency (iProspect
Manchester)• Change of SEO strategy • Matt Cutts blog on buying links
![Page 68: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/68.jpg)
Where we ended up• Strategizing SEO to customer (and
Google!) needs with Vertical Leap• Focus on unique, high quality &
relevant content
![Page 69: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/69.jpg)
Content that is genuinely sharable…
![Page 70: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/70.jpg)
Where we ended up• Strategising SEO to customer (and
Google!) needs with Vertical Leap• Focus on unique, high quality &
relevant content• Keywords are so last season!• Diversifying content strategy &
engaging social media• Integrating SEO into the Marketing
mix e.g. PPC• Impact on search visibility
![Page 71: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/71.jpg)
Organic traffic growth
![Page 72: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/72.jpg)
Search visibility
![Page 73: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/73.jpg)
Search profile
![Page 74: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/74.jpg)
Conclusion
• Identify specific activity that could be detrimental to SEO
• Diversify your content output & ensure its engaging
• Incorporate SEO into ALL your marketing channels
• Content is still very much…
![Page 75: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/75.jpg)
questionsHarpinder Sohal
Dave Colgate
Head of Online Marketing@HarpsSohal
Search Specialist@SEODave
![Page 76: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/76.jpg)
Supported by
Hosted by
#EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page
![Page 77: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/77.jpg)
#EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page
“Buzz” DiscussionsListen to the bell to move on to the next session (4 x 15 mins)
Oliver Purdom“Marketing careersin 2014” Buzz Discussion Leader
Steve Hollyoak “UX” Buzz Discussion
Leader
David Colgate“Search” Buzz
Discussion LeaderMarc Duke“Social Media” Buzz Discussion Leader
Simon Washbrook“Email Marketing” Buzz Discussion Leader
![Page 78: Digital Content: Kirk Hullis](https://reader038.fdocuments.net/reader038/viewer/2022110119/5564cae7d8b42a565b8b5073/html5/thumbnails/78.jpg)
Supported by
Hosted by
#EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page