Content Marketing Masters: Guerrilla User Testing Content Marketing - Stephen Kenwright
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Content Marketing @stekenwright | #CMMasters15 | 28 th May 15
Transcript of Content Marketing Masters: Guerrilla User Testing Content Marketing - Stephen Kenwright
Content Marketing
@stekenwright | #CMMasters15 | 28th May 15
Stephen Kenwright | Head of Search @Branded_3
Brand
Customer
Offer
Respond
Convert
All marketing used to look like this
Brand
Customer Moment
Relevance
Engage
This is what content marketing should look like
There are some big players in content marketing
…but they’re not invincible
It’s time for us to look deeper than data
User signals top Searchmetrics’ 2014 ranking factors
…because UX is what Google really cares about
So add ‘Designer’ to the list of jobs SEOs do now
Think Google doesn’t measure the exact same thing?
They don’t just measure it…
…and they’re not just doing it
Return to SERPs =
We know all about click through rates
Source: NetBooster
So when you rank check 125,000 keywords a day
You can estimate the keyword traffic you’re getting…
…and start to understand where users traffic goes
125,000 keywords = 200,000,000 position changes…
You can understand where traffic changes hands
…and where it doesn’t
But Click Through Rate is easy to scale
Google uses UX to ‘improve’ searches so…
UX isn’t just for designers…
What is the most important factor in the design of a website?
The website makes it easy for me to find what I want
The website offers a cutting edge interactive experience
The website has a beautiful appearance
Other
First, we have to know where we need content
…but how do you find out what users want?
Google Analytics
Social Listening
Market Research
Hitwise
Existing Contacts
‘Instinct is always a great starting point and data is often incredibly powerful but qualitative research, the beliefs, attitudes and stories of real people, told directly to the planner is the umbilical cord between
agency and consumer.’Richard Huntington / @adliterate
Econsultancy User Experience Survey Report 2013
Guerrilla testing is cheap, so why is it last priority?
‘…low cost method of user testing…
…‘guerrilla’ refers to its ‘out in the wild’ style, in the fact that it can be conducted anywhere…
…output is typically ‘qualitative’ so insight is often rich and detailed.’
GOV.UK
What is guerrilla user testing?
What you need: ~5 volunteers
Silverback for Mac (2.0 is free) silverbackapp.com
UX Recorder for iOS ($59.99) uxrecorder.com
Camtasia for PC (£236)techsmith.com/camtasia
What you need: cheap software
What you need: a quiet room
Scenario:
What you need: a task
Let’s look at the content marketing case study
The UK’s biggest breakdown cover providers
…and how much keyword search traffic they get
Expertise
Authority
Trust
What do Google’s search quality raters look for?
Source: BrandAsset Valuator (BAV) 2014
# Brand
1 The AA
2 The Post Office
3 Boots
4 Google
5 Johnson's Baby
6 Fairy
7 RAC
8 Marks & Spencer
9 Dulux
10 Kellogg's Corn Flakes
It doesn’t matter if you’re the most trusted brand
It doesn’t matter if you have more links
It doesn’t matter if you have better links
If you don’t add to the user experience with content
…and someone else does
Thin content ≠ low word count
How to format content for the web
…what most web content looks like
…because this is how users read web content
It’s time to look at your (content) team
Source: Getty
You can’t win playing only goalkeepers and strikers
Source: Goal.com
How are you going to feed the funnel?
Source: GettySource: Goal.com
Awareness
Consideration
Conversion
Googlebot falls out of the funnel just like users do
