Content marketing is a pushmi-pullyu
Nerissa Atkinson
Creative Director, The Revery
therevery.com.au
Creativity
Insight
Advertising
SEO
Old world
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Creativity
Insight
Science and systems
Content
New world
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Content without insight doesn't connect.
The pushmi-pullyu of content marketing
Content without science doesn't get found.
Content without creativity gets ignored.
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Finding insights
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If I'd asked them what they wanted they would have said faster horses.
Henry Ford
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Market research
Customer surveys
Focus groups
User testing
Social listening
BuzzSumo
Online comments
LinkedIn Groups
Mention
Existing internal research
Customer satisfaction surveys
Product research
Customer interactions
Call centre listening
Sales queries
Service requests
Social media
Online
Heatmapping
Conversion funnels
Google Analytics
Search suggestions
Exit surveys
Secondary Research
Published surveys
newspaper articles
government statistics
journals
Other sources
Podcasts
Amazon book reviews
Quora
Subreddits
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What do they struggle with? What could you educate them on that would point them towards success?
What are they scared of and how could you help to allay their fears?
What topical issues do they need to know to keep their knowledge up to date in their field?
What will make their long days brighter and more interesting?
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Before you have videos that need storage, you need to make videos, and you have a whole lot of questions.
How do I make videos?
What equipment do I need?
How do I set up a place to film videos?
How can I make my videos catchier?
How long should my videos be?
How do I add captions?
Why does my voice sound weird in videos?
What do I need to do in post-production?
What's best for YouTube?
What about SnapChat?
Facebook Live?
Using video
How do I use my video on social media?
How do I speed up how I make content?
Why does my video not look right?
Equipment reviews
Which camera is best?
Do I need a microphone?
What video cameras do YouTubers use?
What's the best video making software?
Awareness
Consideration
Decision
What's the problem?
What's the solution?
Why your solution?
Education - guides - how to
Blogs
Videos
Infographics
Thought leadership
Free resources and tools
Blogs
Buying guides
ROI calculators
Case studies
Purchase help
Assessments and reviews
Testimonials
User reviews
Free trials and demos
Sequence your content
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The science of being found.
therevery.com.au
ranking signals*
Keyword matching
Anchor text
Link diversity
Domain diversity
Content depth
Related topics
Freshness
Engagement
*Moz
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Go deep
Create content clusters around a broad topic, supported by related subtopics.
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Kitchen renovations
Renovating on a budget
Selecting a benchtop
How to save on kitchen appliances
Kitchen trends for 2017
How to manage a kitchen renovation
Setting a renovation budget
Kitchen renovation mistakes
How to design your perfect kitchen
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Structure your content to be found.
Include keywords in URL, page title, meta descriptions, image alt tags and H1/H2 tags.
Ensure the page has enough words to support multiple uses of keyword.
Add structured content and snippets to boost search appearance.
Https:// ranks higher than http://
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But don't forget to keep it creative.
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Creative content gets better engagement, is more shared and leads to positive attitudes about the products being marketed.
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Reflecting your brand’s points of difference through stories will help you make emotional connections with customers that stick.
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Give them something to believe in.
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Offer help.
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Connect it to your brand
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Be creative with placement.
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Make it striking.
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Put 90% of your effort into the title.
Text
Make it compelling and attention grabbing.
Give them a reason to switch on to what you are saying.
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Subheads
that turn scanners into readers.
Signpost the interesting stuff
A call to action to the next logical step.
Click here
"Pull quotes and 'click to tweet' to encourage sharing"
Visual cues
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Make it visual:
80%
more likely to read content with coloured visuals.
Xerox 2014
40X
more likely to be shared than content without visuals.
Buffer 2014
550%
more likely to be remembered with relevant visuals.
Lifelearn 2015
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therevery.com.au
Then, as now, the first brand that comes to mind when a relevant problem is faced will be the winner.
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The Revery are a marketing agency gives a human face to B2B and tech businesses, to help form strong connections with customers.
hello@therevery.com.au
therevery.com.au