Post on 12-Apr-2017
#SMX #12A @billhunt
Connecting at the Points of Intersection
Understanding the Voice of the Consumer
#SMX #12A @billhunt
Content, Keyword Research & The Art of Audience Engagement
Bill Hunt – CEO - Back Azimuth Consulting
#SMX #12A @billhunt
Keyword Research & Content Identification
…attempts to get into the minds of prospects and customers, uncovering needs and desires, yielding insights that can help you create more meaningful, compelling content.
#SMX #12A @billhunt
Few clicks with Top 3 ranking in Google – Why?
#3 in Google for Las Vegas Hotels
#SMX #12A @billhunt
Understanding what Searchers Really Want
Searcher’s want “discount” and “cheap”
hotels
#SMX #12A @billhunt
Got 100% of the searchers that wanted luxury!
High Ranking does not guarantee clicks!
#SMX #12A @billhunt
People unaware of the product or brand? Tequila or Tequila brands or Best Tequila
People Aware of the types of Tequila? Reposado Tequila or Blanco Tequila
People aware of Olmeca’s products? Olmeca Tequila or Avion Tequila
People Aware of the sub topic Tequila Cocktails or Sipping Tequila
Alignment with the Audience
#SMX #12A @billhunt
Typical Spirits Cycle
Searcher Questions
Brand can highlight
By showing
Biz Objective
• What is Irish Whiskey?• What is the best vodka? • How to make a Cosmo?
Overview of products and spirit categories
• Product Attributes• Lifestyle Integration• Cocktail Options
Intro Brand/Product
• What is the best 18 year Whisky?
• Jameson vs. Bushmills
Content to show brand value and connect with consumers
• Product Quality & Attributes• Market Leadership
Frame the Dialogue
• Absolut Citron• Jameson Black Barrel
• Product quality • Integration with Lifestyle
• Product Info• Cocktails• Lifestyle
Be Considered
• Absolut Warhol Price• Where to buy Chivas 18
• Price ranges• Product Options• Product Value
• Where to buy• Direct link to buy
Convert to sale
• Chivas Facebook • Absolut Events• Cocktails with Kahlua
• Ways to keep in contact
• Events • Social Media• Campaigns
Expand Loyalty
Awareness Consideration Preference Purchase Loyalty
Searcher Content Requirements
Device Nuances • Partner sites need to be mobile friendly
Mobile Friendly and Drink Images
#SMX #12A @billhunt
Bingo Content Matrix
#SMX #12A @billhunt
Bingo Content Matrix
Learn Shop Buy Get UseLearn Asset 1 Shop Asset 1 Buy Asset 1 Get Asset 1 Use Asset 1Learn Asset 2 Shop Asset 2 Buy Asset 2 Get Asset 2 Use Asset 2Learn Asset 3 Shop Asset 3 Buy Asset 3 Get Asset 3 Use Asset 3Learn Asset 4 Shop Asset 4 Buy Asset 4 Get Asset 4 Use Asset 4Learn Asset 5 Shop Asset 5 Buy Asset 5 Get Asset 5 Use Asset 5
#SMX #12A @billhunt
Shop Asset 2 Keyword MatrixLearn of Asset Aware of Asset Mobile Location
Best Blended Irish Whiskey
Jameson Black Barrel for Jameson
Ginger
Jameson Black Barrel 750 ml price
Jameson Black Barrel In Stock
Blended Irish Whiskey on sale
Jameson Black Barrel 750 ml price
Jameson Black Barrel 750 ml price
Jameson Black Barrel 750 ml price
Crazy Bruce
Irish whiskey from Twitter Recipe
Jameson Black Barrel 750 ml price
Jameson Black Barrel 750 ml price
Boston
Jameson Black Barrel vs. Select
Jameson Black Barrel 750 ml price
Crazy Bruce
Where to Buy Jameson Black in
Windsor
#SMX #12A @billhunt
Content Based on Needs/InterestBy need
Business Strategy & Processes
Business Intelligence
Product Development & Management
Finance and Accounting
Procurement
Human Resources
Supply Chain & Distribution
Marketing and Sales
Efficient Infrastructure
Improve Client Energy
Efficiency
Improve Data Center Energy
& Space Efficiency
Recycle Outdated Hardware
Reduce Data Storage Costs
Reduce HW/SW performance
Costs
Security
Facilities Physical Security
Recover from Breaches
Secure End User Data &
communications
Secure IT Operations
Secure Premisis
IT Productivity
Deploy Technology
Faster
Improve Data Center Change
Response
Improve Data Center
Performance
Resolve Issues Faster
Simplify Maintenance
Business continuance &
Disaster Recovery
Disaster Recovery (BCDR)
Data Backup & Restore
Improve Application Availability
Protect End User Data & applications
Governance & Compliance
Corporate Compliance
Industry Compliance
Legal Compliance
End User Productivity
Improve Information
Sharing
Increase Business
Intelligence
Provide Education and
Training
Provide Effective
Communications
Specialized Workstation Certifications
Increase workspace flexibility
Flexible, needs-based path structure
#SMX #12A @billhunt
Needs Segmentation – Cloud Computing
9/10 first page listings in Google for “Cloud Computing” are “What is cloud computing”
Segmentation of the Top 100 keywords related to Cloud Computing
85% of 18 million queries related to “what is cloud computing”
#SMX #12A @billhunt
Leverage Form & Click to Chat Data
• Referring cloud computing keywords • Tracked keyword to form data • Tracked keyword to click to chat
•
#SMX #12A @billhunt
Cloud Computing AudienceContent adjusted for consultants & IT Managers
65% lift in engagement
#SMX #12A @billhunt
Content/Opportunity Gap – Keyword Type/Buy Cycle
Cat\Buy Cycle Total Inspiration Discovery Design Purchase Relationship
Brand
Market
Paid
Earned
Missed 0*
Branded Technology/Need
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Earned 200M 34M 150M 6.6K 900K 15M
Missed 130M 3.5M (9%) 118M (44%) 92K (93%) 203K (18%) 7.7M (34%)
Technology/Need
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Earned 207M 196M 5.7M 79K 58K 5M
Missed 388M 339M (62%) 42M (82%) 736K (89%) 1.3M (94%) 5M (49%)
Identified 111 “new insights” about the audience from 6.5 million wordsMissing 93% of searchers aware of brand and almost ready to buy
#SMX #12A @billhunt
Click Rates from Cluster Filter Options
#SMX #12A @billhunt
$100 million new opportunity identified
24 Month Plan to capture 5,000 new assets created 4 new content levels added Content to match intent and
audience
$57 million in Search Influenced Revenue
Keyword/Content Opportunity
#SMX #12A @billhunt
Listen to What Consumers Ask
Adding Whisky Stones to giveaway increased signup by 124%
Brand Name + Branded Good Type
#SMX #12A @billhunt
Site Search Content Gold Mine
• 715,789 search queries asking a question• 22,333 unique questions identified • 184,446 “asks” on Social Media
• How – 10,240 • What - 6,333 • Can (I/We/You) – 3,162 • Where – 2,116• When – 1,505
60% of queries had NO RESULTS
#SMX #12A @billhunt
Monetizing Questions
•22% questions w/revenue opportunities•600 new pieces of content developed –
• Top question types added to social mining• Social Media team monitoring and
connecting to new content
•$6.8 Million Incremental Revenue (+$2.3m)
#SMX #12A @billhunt
Searcher Interest Ecosystem Modeling
Searcher Intersection
Input Method
Device
Location
Query
Searcher Intent
Search History
Searcher Info
Conversion Goal
#SMX #12A @billhunt
Measurement
Cluster Performance
Category ShelfSpace
#SMX #12A @billhunt
Understand the buy cycle for each product and align keywords
Create your Bingo Content Strategy Mine Search, Site Search and Social Data for key
opportunities Focus on content clusters and Cluster Authority Do anything except storing data in Excel
Some closing tips
#SMX #12A @billhunt
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016