Content Marketing in the UK

Lets start at the beginning:Why do people search?

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1) They Want to Do Something!*Internal data*3

2) They Want to Know Something!

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3) They Want to Go Somewhere!*Internal data*5

Keep it simple - give them what they want!DO KNOW GO

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Do = Transactional ContentUse informational content to assist your transactional contents rankings not replace it

Dont lose the conversion!

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Know = Informational ContentFind common questions & answer them

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Then setup alerts to answer these questions on blogs/forums/Q&A sites = easy links!

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Go = Navigational / Branded SearchThese are your top-converting keywords prioritise them!SEO Case study - 121% improvement for branded product ID queries:

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Keyword research tools lack the creativity you need for great contentWhat content does your audience really want to see?

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What does content success/failure look like?

http://uk.blueglass.com/blog/content-auditing/

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How engaged is your audience?

Comments are an under-rated KPI*Internal data*16

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Wrong!

You need an audienceYou need a reason why people will share/link*Internal data*18

If you dont have a large audience leverage someone elses while you build one!

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1) Its interesting/insightful*Internal data*21

2) Its from a brand they love

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3) Social validation it makes them look knowledgeable*Internal data*23

4) Its funny/entertaining

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5) Theres an incentive*Internal data*25

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Source: New York Times Insights & Linkdexhttp://nytmarketing.whsites.net/mediakit/pos/ http://www.linkdex.com/blog/the-psychology-of-online-sharing/

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1) Altruist charitable/helpful*Internal data*282) Careerists build a reputation

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4) Boomerangs feel connected

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6) Selectives expect a reaction

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SummarySolve your audiences problems by matching their search intent with great contentLeverage audiences for wider coverage & outreach Think about why someone would share/link to your content