Paddy Moogan
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The Future for Marketers: Creativity, Technology & Strategy Paddy Moogan
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Transcript of Paddy Moogan
The Future for Marketers:Creativity, Technology &
Strategy
Paddy Moogan
Creativity Technology
Strategy
The Future
The Past
Creativity Technology
Strategy
Creativity Technology
Strategy
@paddymoogan
My job back then was straightforward
A few hundred words of content
Job done
Creativity Technology
Strategy
@paddymoogan
@paddymoogan
This was my first infographic
@paddymoogan
It was shit
@paddymoogan
All I cared about was links
@paddymoogan
Things were starting to change
@paddymoogan
2010 – Caffeine Update
@paddymoogan
Caffeine was a clue of what would be
coming
@paddymoogan
2011
@paddymoogan
Panda worked very, very well
Organic traffic
Revenue from organic search
There was collateral damage
But Google were fine with that
These didn’t matter as much
What did we do?
@paddymoogan
We started to invest more in
understanding content
We invested in outreach & PR
@paddymoogan
We learned more about creativity
@paddymoogan
We built this
750 Linking Domains, 12,000 Tweets, 150,000 Likes
@paddymoogan
Our competitors were often beating us
Buying links
@paddymoogan
Focusing on manipulation of search
signals
@paddymoogan
Honestly, we were laughed at
We lost business because of this
@paddymoogan
We continued to build the creative team
@paddymoogan
We realised that scalable link building
was at risk
@paddymoogan
Google had shown us…
Will Critchlow, Distilled a few
months before Penguin
I think we will see a "Panda for links"
@paddymoogan
2012
Most SEOs
@paddymoogan
…we’d built around 20 “big” content
pieces and got some good links
@paddymoogan
Some good, some not so good
@paddymoogan
But links are only one part of this content
thing
Creativity Technology
Strategy
@paddymoogan
We started to think more about strategy
We were reporting on the wrong things
We were reporting on the wrong things
Measure people, not sessions
The Future
1. Robots are filtering everything we see2. Robots are predicting what we want to see3. Content marketing is mobile marketing
3 Big Trends
1.Robots are filtering everything we see2. Robots are predicting what we want to see3. Content marketing is mobile marketing
3 Big Trends
Your content needs to break
through filter bubbles
This is good, but not enough
You need a wide range of traffic sources to break through filter bubbles
Loyalty is your goal
@paddymoogan
We have a common framework to use
6 principles made an idea “sticky”
SimpleUnexpectedConcreteCredibleEmotionalStory
SimpleUnexpectedConcreteCredibleEmotionalStory
The core message is simple
SimpleUnexpectedConcreteCredibleEmotionalStory
It’s a novel execution
SimpleUnexpectedConcreteCredibleEmotionalStory
It takes something abstract & makes it visible
SimpleUnexpectedConcreteCredibleEmotionalStory
It’s based on sound data
SimpleUnexpectedConcreteCredibleEmotionalStory
Interest in routines of creative people
SimpleUnexpectedConcreteCredibleEmotionalStory
It tells the story of these creative people
@paddymoogan
We use this framework to evaluate all our
content ideas
@paddymoogan
The key here isn’t the framework
@paddymoogan
It’s the ability to give each other useful
feedback
Hey Phil, I have this
awesome content
idea, it’s amazing.
Hey Phil, I have this
awesome content
idea, it’s amazing.
No Paddy, it’s shit
@paddymoogan
We bring our outreach and PR team into
the process early
@paddymoogan
What websites do you think would cover
this content or story?
@paddymoogan
Would you be happy to promote this
piece of content?
1. Robots are filtering everything we see2.Robots are predicting what we want to see3. Content marketing is mobile marketing
3 Big Trends
@paddymoogan
@paddymoogan
Ray Kurzweil Joins Google In Full-Time
Engineering Director Role; Will Focus On
Machine Learning, Language Processing
@paddymoogan
2013 - Hummingbird
@paddymoogan
@paddymoogan
@paddymoogan
…inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
search technology obsolete.Source
@paddymoogan
…inventor and futurist Ray Kurzweil talked
confidently about making Google’s current
search technology obsolete.Source
@paddymoogan
He said this in June 2014
@paddymoogan
@paddymoogan
Indexing Understanding
@paddymoogan
Predicting
“My vision when we started Google 15 years
ago was that eventually you wouldn't have
to have a search query at all. You'd just
have information come to you as you
needed it.”
Source
@paddymoogan
They are predicting what adverts we
want to see too
@paddymoogan
“We want to get you out of Google and to
the right place as fast as possible.” - 2004
@paddymoogan
@paddymoogan
@paddymoogan
This also happened in 2004…
@paddymoogan
It’s never going to slow down
@paddymoogan
@paddymoogan
@paddymoogan
@paddymoogan
TIME
TO
TA
L S
IGN
AL I
NF
OR
MA
TIO
N
explicit signalimplicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL I
NF
OR
MA
TIO
N
explicit signalimplicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL I
NF
OR
MA
TIO
N
explicit signalimplicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL I
NF
OR
MA
TIO
N
explicit signalimplicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL I
NF
OR
MA
TIO
N
explicit signalimplicit signal
Context
@paddymoogan
Context is more important than keywords
@paddymoogan
We need to move beyond keywords and
towards context
We need to understand our customers and
meet their expectations
1. Robots are filtering everything we see2. Robots are predicting what we want to see3.Content marketing is mobile marketing
3 Big Trends
Source
Mobile search overtaking desktop
77% of mobile searches are in a location
where people have a PC available to them
Source
Source
Technical setup of 100 US Online Retailers
Source: Recent B2B Distilled campaign
Traffic to our client website by device
Source: Recent B2B Distilled campaign
Traffic to a piece of content
Jon WileyLead Designer for Google Search - Source
Towards the end of last year we
launched some pretty big design
improvements for Search on
mobile and tablet devices
Jon WileyLead Designer for Google Search - Source
Today we've carried over several
of those changes to the desktop
experience.
Source
Mobile vs. Desktop Facebook users
Desktop Only
Source
Mobile vs. Desktop Facebook users
Mobile Only
Desktop Only
@paddymoogan
How do people find your content?
Some members of the audienceRight now
So we just need to make our
websites responsive?
400,000 visits from m.huffpost.com
Traffic from Facebook
Traffic from Facebook
@paddymoogan
Just knowing technology
is NOT enough
Your content needs to be mobile first
Last touch attribution doesn’t work well for mobile
Apple Pay is still very new
Creativity Technology
Strategy
Thank you!
Paddy Moogan
VP Operations London, Distilled
@paddymoogan
