How to develop, create and distribute killer content that engages and converts

Glen ConybeareChief Commercial Officer

@stickyeyes

A Stickyeyes presentation

Is content really crucial?

Why bother

Time spent on site

Bounce Rate

Daily Unique Page Views

Understanding your audience

Step 1

3 Key Questions

What istheir problem?

1.

Where are they(digitally) active?

2.

How do they like to be reached?

3.

• 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

Content Audits

Step 2

Start with Keywords

Keywords

Identify allyour keywords

Step 01.

Keywords

Prioritisethem into:

Step 02.

Keywords

Step 02.• Quickest Win.• Quick Win.• Medium Term.• Long Term.

Keywords

Quickestwin:

Step 03.

Keywords

Step 03.• Just off traffic driving

positions in natural search.• Commercially valuable

keywords.

Yourwebsite.

Functional Content Scores

Functional Content Scores

Linkingsites.

Linking Sites

2 Simplequestions:

Linking Sites

• Who is talking about you (and why)?

• Who is talking about your competitors (and why)?

How?

Content Creation

Step 3

Content Creation

Know youraudience:

• Know the problems they have• Know where they are• Evaluated best in class• Identified gaps in current strategy

Content Creation

Content Ideation & Planning

Objectives& Strategy

Data• Brand Guidelines• Commercial Priorities• Competitor Insights• Toolset Insights

Target Groups• Demographics• Interests• Personas

Ideation Distribution Plan

Case Study: Coca Cola Content 2020

Case Study: Coca Cola 2nd Lives

Results

4,000,000views to date

Over

Case Study: Meat Pack - Hijack

Content Distribution

Step 4

Content doesn’t

Credit: Lauren Licata 

move.work if it doesn’t

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

So why do so manycompanies fail?

Marketing Communications

BobMeet

I’ve got your recommendations but…..

“

I need a few weeks to get it round the various departments.

“

IT have said they can’t do it yet / don’t want to do it.

“

PR have said the idea needs to go through them / their agency.

“

I need to get the social guys involved.

“

the enemy?Is Bob

CMO / CEOThe

PRSocial

Search

Content

Partnerships

Brand teamsIT

But how?

www.stickyeyes.com/contenttoolkit

Any questions?

Thank You

www.stickyeyes.com/contenttoolkit