Beyond the Buzzfeed Effect – Content Types Every Website Needs
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The document discusses the importance of a diverse content strategy for effective content marketing, emphasizing three types of content: short-form, long-form, and large pieces. It argues that while generating links is valuable, the focus should be on addressing customer questions throughout their journey from awareness to conversion. A well-rounded approach, incorporating various content types, is essential for achieving robust traffic and engagement.
Beyond the Buzzfeed Effect – Content Types Every Website Needs
- 1. Beyond the Buzzfeed Effect – Content Types Every Website Needs
- 2. Content marketing interest from Google Trends
- 4. Penguin happened here Content marketing interest from Google Trends
- 5. It works
- 6. Great content can do this
- 7. “Big” content is great
- 8. But not everyone can do it
- 9. It can be expensive
- 10. It can be risky
- 11. Let’s be honest
- 12. Big content is hard to get right
- 13. “Just do good content”
- 14. “Just do good marketing”
- 16. It’s not that easy
- 17. It’s easier if you’re someone like Buzzfeed
- 18. We put ourselves under pressure to create “viral” content
- 19. Because we are used to links being the way we measure success
- 20. Maybe we focus on links too much
- 21. From the author of this…
- 22. What are we really trying to achieve?
- 23. It’s this
- 24. No active link building has been done
- 25. Links are important, but they don’t pay the bills (unless you sell them!)
- 26. Links are just a means to an end
- 27. Traffic
- 28. Conversions
- 29. 3 Content Types
- 31. 2) Long-form, in-depth content
- 32. 3) Large content pieces
- 33. Together, these lead to a diverse and robust content strategy…
- 34. …which maps nicely to the customer journey.
- 36. It’s not always about awareness of your brand
- 37. Awareness Consideration Conversion This is too focused on your brand awareness
- 38. It’s more about you being aware of the questions that customers are asking
- 39. Problem / need Looking for help Understanding solutions Considering options Choosing a solution This focuses more on the customer
- 40. One thing first though…
- 41. Everything is driven by the idea
- 42. Never, ever say: “I want an infographic”
- 43. Never, ever say: “I want an interactive piece of content”
- 45. 1) Short-form, long-tail keyword driven content
- 46. Aids conversion journey and drives organic search traffic
- 47. Research eye problems Compare options Look into risks Look into costs Look into surgeons Map out the customer journey
- 48. What content can you create to answer their questions along the way?
- 49. Research eye problems Compare options Look into risks Look into costs Look into surgeons Align questions with each stage “Blurry vision when reading” “How to improve blurry vision” “Laser eye surgery risks” “Laser eye surgery Amsterdam” “Laser eye surgery costs”
- 50. Link What content types work well in your industry?
- 51. Link Look at informational keywords
- 53. Filter by smart tags
- 54. Link
- 58. More data in the Search Console
- 59. Link More data in Ubersuggest
- 60. Link More data in search results
- 61. Link More data in Answer the Public
- 62. Link More data in search results
- 63. Quickly check competition with Moz toolbar Link
- 64. Sometimes you’ll get keywords like this…
- 65. Benchmark where you are and tag keyword types
- 66. Split keywords into these
- 67. Split keywords into these
- 69. Drives organic search traffic and demonstrates expertise
- 70. First, ask yourself if it’s worth doing
- 71. Use Buzzsumo
- 72. Link Does long-form content work in your niche?
- 75. It can drive micro-conversions
- 76. Build basic retargeting lists
- 77. Build super targeted retargeting lists using Google Tag Manager
- 78. Scroll depth event tracking Link
- 79. Scroll depth event tracking + Retargeting Link Remarketing bucket 1 Remarketing bucket 2 Remarketing bucket 3
- 82. Use GTM to fire a custom HTML tag containing Facebook tracking code when something is clicked
- 86. 3) Large content pieces
- 87. Drive links, social shares and awareness of your brand
- 88. The success of this content type usually comes down to three things
- 89. The story
- 90. The data
- 91. The production
- 92. I lied
- 93. There is one more
- 94. An existing audience also helps
- 95. When you don’t have an audience…
- 96. Read this deck from BrightonSEO Link
- 97. “An idea is nothing more or less than a new combination of old elements” James Webb Young, 1940
- 98. Why do any of this?
- 99. Working on all three content types leads to a diverse, more robust content strategy
- 100. It also takes into account the user journey and not just “Buzzfeed” content
- 101. You’re not gambling on one single piece of content performing well
- 102. You can generate a base level of solid traffic purely from short-form content
- 103. Supplement this with long-tail traffic generated by long-form content
- 104. Then go for the big hitter content regularly too