The Evolution from SEO to Performance Content

Tom Wigley

Performance Planning

Performance Media

SEOContent

Production

CRO

ASO

MarketplaceOptimisation

Page Speed

Digital PR

Content Marketing

Graphic Design

App Development

UX

2000-2015

Performance Planning

Performance Media

Performance Content

2016+

Why do we need to evolve the way we work?What’s driven this change?

Why do we need to evolve the way we work?Technology.

THEY HAVE DEFINED THE WAY BRANDS MUST PLAY ONLINE

DIGITAL PR MUST BE EARNED NOT BOUGHT

SOCIAL SIGNALS EQUALLY AS IMPORTANT AS BACKLINKS

UX FACTORS DIRECTLY IMPACTING RANKING

CONTENT MUST ANSWER USER NEED IN THE MOMENT

Why do we need to evolve the way we work?Consumers.

We could talk forever about the integration of Paid, Owned, Earned.

PAIDOWNED

EARNED ?

We could talk forever about the integration of Paid, Owned, Earned.

Yes.(but it’s actually much simpler)

PAIDOWNED

EARNED

WEBSITE

social networks

100M

1.6B

550M

320M

300M

228M

WEBSITE

social networks

wik

is

phot

os

100M

1.6B

550M

320M

300M

228M

51M

100M

400M

412M

WEBSITE

social networks

wik

is

video

marketplaces

phot

os

100M

1.6B

550M

320M

300M

228M

51M

100M

400M

412M

23M

1B

170M

162M

270M

WEBSITE

social networks

wik

is

gam

ing

tv

video

marketplaces

phot

os

100M

1.6B

550M

320M

300M

228M

51M

100M

400M

412M

48M

65M

125M

23M

20M

<5M

23M

1B

170M

162M

270M

WEBSITE

social networks

app stores

wik

is

gam

ing

tv

video

marketplaces

phot

os

100M

1.6B

550M

320M

300M

228M

51M

100M

400M

1B

700M

50M

412M

48M

65M

125M

23M

20M

<5M

23M

1B

170M

162M

1B

200M

messengers

270M

WEBSITE

RISE OF THE OWNED TOUCHPOINT

PaidOwnedEarned

2005

2015/16

In the last 10 years, Owned touchpoints have become a dominant element in a consumers brand experience

As part of this journey we asked the question - what makes Performance Media performance media?

What is Performance Content?

Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.

Audience: Brand media advertises to all

Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.

Performance Content is more targeted

Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.

Unaware

Unaware

Unaware

Considering Purchase

Considering PurchaseBuying

UnawareConsidering Purchase

Intent: Brand media advertises to all

Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.

Unaware

Unaware

Unaware

Unaware

Considering Purchase

Considering PurchaseBuying

Considering Purchase

Performance Content targets those that are closer to purchase

Timeframe: Brand media seeks to gradually change behaviour

Performance Content drives a short-term action

STRUCTURING OUR APPROACH AROUND THE CX LOOP

UNAWARE AWARE

UNDERSTAND

PRODUCT RESEARCH

INFORM APPLY/BUY

INCREASE INVESTMENT

AUDIENCEEnsuring we understand who our audience are and what they want

INTENTFocusing on consumers who are closer to the point of conversion

TIMEFRAMEEnsuring we focus on the areas that will

drive an immediate action

The Performance Content Mission StatementIn a world where both search engines and users expect a seamless and integrated digital brand experience, it’s no longer possible to successfully deliver each component of your content ecosystem in isolation. Every touch-point with your customer and every piece of content you provide, will play an increasingly important role in your success in digital.

We firmly believe that to deliver this success, it’s imperative a single team have a view of your brand experience across the entire content ecosystem. A team who live and breathe your content and notice the smallest inconsistencies a user would. A team who have a clear understanding of the value of content and how to measure its effectiveness.

We understand that it’s impossible for our team, or any team to own the entire content process. Instead, we want to help guide and integrate each component part through a performance focused lens. Carefully selecting and prioritising your investment in content into the areas that drive your business the most effectively.

Platform Migration

Performance Optimisation

Graphic Design &

Production

Log File Analysis

Marketplace Optimisation

Information Architecture

Local Optimisation

Editorial Production

Measurement & Analytics

Data-Driven Content Planning

Content Audit

Conversion Rate

Optimisation

META Optimisation

UX Optimisation

& Testing

Content Marketing &

Digital PR

App Store Optimisation

STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT

Performance Planning

Performance Media

Performance Content

2016+