How to develop, create and distribute killer content that engages and converts
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Transcript of How to develop, create and distribute killer content that engages and converts
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How to develop, create and distribute killer content that engages and converts
Glen ConybeareChief Commercial Officer
@stickyeyes
A Stickyeyes presentation
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Is content really crucial?
Why bother
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Time spent on site
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Bounce Rate
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Daily Unique Page Views
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Understanding your audience
Step 1
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3 Key Questions
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What istheir problem?
1.
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Where are they(digitally) active?
2.
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How do they like to be reached?
3.
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• What is it?• What are the benefits?• Let me look at it?• What size is it?• Do others like it?
• It’s valuable?• It’s shareable?• Maybe fun?
Functional content
Engaging content
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Content Audits
Step 2
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Start with Keywords
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Keywords
Identify allyour keywords
Step 01.
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Keywords
Prioritisethem into:
Step 02.
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Keywords
Step 02.• Quickest Win.• Quick Win.• Medium Term.• Long Term.
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Keywords
Quickestwin:
Step 03.
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Keywords
Step 03.• Just off traffic driving
positions in natural search.• Commercially valuable
keywords.
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Yourwebsite.
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Functional Content Scores
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Functional Content Scores
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Linkingsites.
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Linking Sites
2 Simplequestions:
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Linking Sites
• Who is talking about you (and why)?
• Who is talking about your competitors (and why)?
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How?
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Content Creation
Step 3
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Content Creation
Know youraudience:
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• Know the problems they have• Know where they are• Evaluated best in class• Identified gaps in current strategy
Content Creation
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Content Ideation & Planning
Objectives& Strategy
Data• Brand Guidelines• Commercial Priorities• Competitor Insights• Toolset Insights
Target Groups• Demographics• Interests• Personas
Ideation Distribution Plan
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Case Study: Coca Cola Content 2020
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Case Study: Coca Cola 2nd Lives
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Results
4,000,000views to date
Over
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Case Study: Meat Pack - Hijack
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Content Distribution
Step 4
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Content doesn’t
Credit: Lauren Licata
move.work if it doesn’t
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No matter how good the content is, creating traction in a crowded market is a key stage in delivering success. This is typically achieved using a mix of three channels:
Marketing Communications
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
EarnedContent
Coverage
PaidContent
Distribution
OwnedContent
Broadcasting
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website Social Email
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So why do so manycompanies fail?
Marketing Communications
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BobMeet
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I’ve got your recommendations but…..
“
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I need a few weeks to get it round the various departments.
“
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IT have said they can’t do it yet / don’t want to do it.
“
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PR have said the idea needs to go through them / their agency.
“
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I need to get the social guys involved.
“
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the enemy?Is Bob
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CMO / CEOThe
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PRSocial
Search
Content
Partnerships
Brand teamsIT
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But how?
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Any questions?
Thank You
www.stickyeyes.com/contenttoolkit