Ultimate Guide for Content Discovery and Distribution Dominance - Webinar Recap: studioD
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Transcript of Ultimate Guide for Content Discovery and Distribution Dominance - Webinar Recap: studioD
On January 27th we joined forces with
RebelMouse and The Relevancy Group to bring you a webinar
about the art of domina@ng content discovery, strategy
and distribu@on.
We combined the talking points with the webinar
presenta@on slides for your
consump@on here. Get ready to learn how to
dominate content strategy and discovery.
Severin Nesselhauf Director, Content Strategy @DMcontent
Tweet us if you have more questions!
Here are some challenges with content marketing
First,
#1
It has never been harder to create compelling content
#2
Audience’s Attention spans are ever-decreasing
#3
Content is no longer consumed in one place – it needs to be everywhere – in different formats
studioD works with brands and agencies to grow their audience and
keep them engaged through content that
matters.
CLIENT EXAMPLE: SAMSUNG TECHLIFE CONTENT CHANNEL
Goal:
Provide lifestyle and hands-on content around technology and electronics
Goal:
Provide inspiration, tips and insights
Provide relevant content
Goal:
Because…
Relevant content is the key to successful content marketing
But HOW did we find the right
content topics?
What Makes Content Relevant?
Intent-driven Authoritative
Discoverable
Authoritative 1
Create content around topics that you’re an expert in
Authoritative
Authoritative 1
Topics where you as a brand can provide unique value
Authoritative
Intent-Based 2
Content that speaks to a user’s need for information
Intent-driven
Intent-Based 2
Helps them solve a challenge while still
entertaining them
Intent-driven
Intent-Based 2
Google describes “intent” as micro-moments – moments throughout the day in which users search for information and want to act on it
Intent-driven
Discoverable 3
Content that is easy to find online (SEO optimized)
Discoverable
HOW do you discover what makes you an
authority? HOW do you identify your users’ intent? HOW can you make your
content discoverable?
The key to answering these questions is…
DATA
studioD has access to exclusive proprietary
publisher data. We construct all of our
content strategies with a data-driven approach.
Authoritative Data 1
Every brand has something that they do best, something they have inherent expertise in
The Goal:
Uncover content opportunities that might be hidden right now because the content lives in inaccessible places
Hidden Content Turn research into
easily-digestible content
Content Opportunities
Authoritative Tips
White Space Find the “white space” – topics and themes within
your industry that you can own with a unique voice
Content Opportunities
CLIENT EXAMPLE: NXP IS A B2B
COMPANY THAT IS A LEADER IN
SEMICONDUCTOR TECHNOLOGY
Authoritative
NXP:
Their illustrated infographic is easily digestible and fulfilled a “white space” – establishing them as authorities in their space
Intent-Driven 2
Users are open to receiving information when it is helpful to them
What do they want? When do they want it? How do they want it?
Intent-Driven
Intent-Driven
CLIENT EXAMPLE: SAMSUNG
SHARED AN ARTICLE ABOUT A BACK-TO-SCHOOL
TOPIC BEFORE THE SEASON
BEGAN
SAMSUNG:
Their publishing content matches their audiences’ seasonal behavior (our proprietary Demand Media data tells us that interest in back-to-school topics starts picking up as early as July)
INTENT DRIVEN:
Goal is for your content to build up traffic before users start searching for it so that your content ranks higher in search results
Intent-Driven Tips 2
Here are some tools to help you out with this
What do they want?
Buzzsumo.com Tubebuddy.com
Intent-Driven Intent-Driven Intent-Driven
When do they want it?
Google Trends Keyword planning tools
Your own sales data
How do they want it?
Depending on platform Engaging and actionable
Intent-Driven Tools
Discoverable 3
Be found: optimize for organic searches and paid media, mainly through the headline
Discoverable CLIENT EXAMPLE: SHARP TV USES NUMBERS AND
DIRECT KEYWORDS IN
THEIR HEADLINE
Discoverable 3
Here are some tips and tools to help your content get found
Discoverability Tips
Discoverable
Optimize Include numbers in headline
Personalize headline
Discoverable
Keyword Research Your SEO/SEM team
Wordtracker.com SEM Rush
RECAP:
We showed you how: 1. In order to stand out, you
must create compelling content by being relevant with your audience
RECAP:
We showed you how: 2. In order to be relevant, studioD uses a Data-Driven approach
RECAP:
We showed you how: 3. Content has to be: ü Authoritative ü Intent-Driven ü Discoverable
Thank you!
Continue the conversation: @DMcontent
