What Is Performance Content?
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The document discusses the evolution of digital marketing from SEO to performance content driven by changes in technology and consumer behavior. It emphasizes the importance of an integrated approach to content, highlighting the need for focused audience targeting and immediate consumer action. The document argues for a cohesive content ecosystem managed by a dedicated team to enhance brand experience across various digital touchpoints.
What Is Performance Content?
- 1. The Evolution from SEO to Performance Content Tom Wigley
- 4. Why do we need to evolve the way we work? What’s driven this change?
- 5. Why do we need to evolve the way we work?Technology.
- 8. 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
- 9. Why do we need to evolve the way we work?Consumers.
- 10. We could talk forever about the integration of Paid, Owned, Earned. PAID OWNED EARNED
- 11. We could talk forever about the integration of Paid, Owned, Earned. Yes. (but it’s actually much simpler) PAID OWNED EARNED
- 12. WEBSITE
- 18. RISE OF THE OWNED TOUCHPOINT Paid Owned Earned 2005 2015/16 In the last 10 years, Owned touchpoints have become a dominant element in a consumers brand experience
- 19. As part of this journey we asked the question - what makes Performance Media performance media? What is Performance Content?
- 20. 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
- 21. 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
- 22. 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 Purchase Buying Unaware Considering Purchase Intent: Brand media advertises to all
- 23. 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 Purchase Buying Considering Purchase Performance Content targets those that are closer to purchase
- 24. Timeframe: Brand media seeks to gradually change behaviour
- 25. Performance Content drives a short-term action
- 26. STRUCTURING OUR APPROACH AROUND THE CX LOOP UNAWARE AWARE UNDERSTAND PRODUCT RESEARCH INFORM APPLY/BUY INCREASE INVESTMENT AUDIENCE Ensuring we understand who our audience are and what they want INTENT Focusing on consumers who are closer to the point of conversion TIMEFRAME Ensuring we focus on the areas that will drive an immediate action
- 27. ThePerformanceContentMissionStatement In 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.
- 28. 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