Digital Content: Kirk Hullis
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The document discusses strategies for digital content targeting various customer personas, focusing on effective content creation and promotion across channels. It emphasizes the importance of understanding the user landscape, engaging content, and integrating SEO effectively into marketing strategies. Additionally, it highlights the need for brands to adapt to the evolving digital landscape and enhance their mobile presence.
Digital Content: Kirk Hullis
- 2. About Healthspan & our content @kirkhullis +kirkhullis #edgebrum
- 3. How can your digital content cater for all of your customers? @kirkhullis +kirkhullis #edgebrum
- 4. The first two personas to satisfy @kirkhullis +kirkhullis #edgebrum
- 5. Who are your customers? @kirkhullis +kirkhullis #edgebrum Over 55+ Under 55 What we think What we can show
- 6. Research & fix your targets. @kirkhullis +kirkhullis #edgebrum
- 7. Choosing content @kirkhullis +kirkhullis #edgebrum
- 8. The Content Sweet Spot™ @kirkhullis +kirkhullis THINGS PEOPLE ARE LOOKING FOR #edgebrum THINGS YOU ARE TRYING TO SELL THINGS THAT ARE INTERESTING TO TALK ABOUT
- 9. Channels & Platforms @kirkhullis +kirkhullis #edgebrum
- 10. Have confidence in the groundwork - Create content @kirkhullis +kirkhullis #edgebrum - Get it live - Learn and improve - Automate what you can and explore the next channel
- 11. What next? - Give some thought to the quick customer and internal stakeholders. - Focus on key customer types - Prioritise content that hits the spot™ - Be confident in the groundwork - Publish on/share to appropriate channels and devices. - Learn and expand. @kirkhullis +kirkhullis #edgebrum And read this >>> @velocitytweets
- 12. Awkward questions. If you think of something later: @kirkhullis +kirkhullis #edgebrum @kirkhullis +kirkhullis
- 13. Hello! Mark Brill @brillthings
- 14. What the hell is this guy looking at? The World or something?
- 15. - Phone by your bed? - Phone as an alarm? - Check it first or last thing?
- 17. UK usage Analysys Mason and Nielsen, 2014
- 18. comScore, US, April 2014
- 19. (and this)
- 21. #1 – Understand the user landscape #2 – Get the hygiene right #3 – Be useful #4 – Be engaging
- 22. #1 - Understand the user landscape
- 24. 0.5% of ‘fans’ are talking about a brand *Admap, 2012
- 25. A Rapidly changing landscape
- 26. 20% of media time is spent in mobile devices 5% of media time is spent in print Mary Meeker, KPCB, Internet Trends 2014
- 27. More photos shared than Facebook More messages sent than SMS
- 29. Technology is a tool, not a marketing channel
- 30. Messaging Apps Web Proximity SMS/MMS/UDID IP – What’sApp, WeChat App Push Notifications Native Brand Apps Hybrid/Webapps Utilities (social, AR, QR) Responsive Adaptive Independant NFC (Contactless) Beacons/Bluetooth WiFi
- 31. And how do brands respond?
- 32. ‘Let’s build an app, yayy!’ Problem: brands aren’t very good at mobile
- 34. But …
- 35. 80% of brand apps are downloaded less than 1000 times *Deliotte, 2012
- 36. #2 – Get the hygiene right
- 37. Web (responsive or adaptive) Social links optimised Search: paid, organic, location Email Integrated
- 39. #3 – Be useful
- 43. #4 – Be engaging
- 47. The Future?
- 51. The end of the smartphone
- 56. #1 – Understand your audience/landscape #2 – Get the basics right (web,social, email) #3 – Focus on service and problem solving #4 – Create engagement, not technology
- 57. Thank You! Mark Brill @brillthings mark.brill@brandemotivity.com
- 58. #EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page Supported by Hosted by
- 59. Implementing SEO as part of a complex Marketing Strategy Harpinder Sohal Head of Online Marketing (UK Mail)
- 60. Profile overview • 10 years in Online Marketing/Digital/eCommerce • UK Mail since 2011 • ipostparcels.com – Pure play start-up (Sept 2011)
- 61. Key takeaways • How to assess and implement changes to improve your SEO visibility. • How to integrate SEO as part of a complex Marketing Strategy including PPC, Email, Social and Affiliate Marketing • How content is the key to expanding search visibility
- 62. Where we started • Brand launch of ipostparcels.com in late 2011 • SEO campaign targeting a link building strategy • Quantity vs. quality • Short and sharp progress • Google’s un-natural link profile warning in WMT
- 63. Link building plan One Off SEO Work iPostParcels KEYWORDS 35 PAGES FOR CONTENT & META 7 PAGES FOR META ONLY 5 INITIAL SEO FRIENDLY DIRECTORY SUBMISSIONS (one off) 250 BLOG INTEGRATION YES PR SECTION YES Monthly SEO Workflow FREE DIRECTORY SUBMISSIONS 300 BLOGS X 250 WORDS 6 BLOGS PUBLISHED TO WEBSITE 6 SOCIAL BOOKMARKING SUBMISSIONS 120 ARTICLES X 300 WORDS 2 ARTICLE SUBMISSIONS (TOTAL) 100 PRESS RELEASES TO 100 PORTALS 2 then 1 alternate PRESS RELEASES SUBMITTED TO SITE 2 then 1 alternate NEW DIRECTORY SUBMISSIONS 15 GUARANTEED DIRECTORY SUBMISSIONS 8 FREE BUSINESS DIRECTORY SUBMISSIONS 15 THEMED LINKS (PR 0) 7 PR 1 LINKS 6 PR 2 LINKS 3 CONTEXTUAL BLOGS 3 PROFILE CREATIONS 1
- 66. How we reacted
- 67. How we reacted • SEO landscape turned upside down – Penguin (April 2012) • Effect on keyword rankings • Change of agency (iProspect Manchester) • Change of SEO strategy • Matt Cutts blog on buying links
- 68. Where we ended up • Strategizing SEO to customer (and Google!) needs with Vertical Leap • Focus on unique, high quality & relevant content
- 69. Content that is genuinely sharable…
- 70. Where we ended up • Strategising SEO to customer (and Google!) needs with Vertical Leap • Focus on unique, high quality & • rKeelyewvaonrtd sc oanrtee snot last season! • Diversifying content strategy & engaging social media • Integrating SEO into the Marketing • Immixp aec.tg .o PnP sCearch visibility
- 73. Search profile
- 74. Conclusion • Identify specific activity that could be detrimental to SEO • Diversify your content output & ensure its engaging • Incorporate SEO into ALL your marketing channels • Content is still very much…
- 75. questions Harpinder Sohal Dave Colgate Head of Online Marketing @HarpsSohal Search Specialist @SEODave
- 76. #EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page Supported by Hosted by
- 77. #EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page “Buzz” Discussions Listen to the bell to move on to the next session (4 x 15 mins) Oliver Purdom “Marketing careers in 2014” Buzz Discussion Leader Steve Hollyoak “UX” Buzz Discussion Leader David Colgate “Search” Buzz Simon Washbrook “Email Marketing” Buzz Discussion Leader Marc Duke Discussion Leader “Social Media” Buzz Discussion Leader
- 78. #EdgeBrum @OnTheEdgeLive Wi-Fi: log on to splash page Supported by Hosted by
Editor's Notes
- #2: Hello. Wi-fi etc.. Questions at the end.
- #3: -Business. Sub brands. Regulation Demographic- Mail order to online. Our set up: blog, Nutrition Expert. Infographics. Live Q&As, Video, Facebook, G+, Twitter, Pinterest, Currents (Google Newsstand) Syndication via Outbrain and Taboola. Traffic numbers- growth. SEO- stable after google updates and growing.
- #4: Hope to dispel some of the hype around this area- digital conferences can give you too much to think you need to do. Leave with a sense of excitement and apprehension: how will I get this all done? Content marketing, content marketing, content marketing- mantra right now. Has always made sense (Show magazine and directory) What are we trying to do with content, why does it need to be for everyone? Short answer on this- you probably won’t be able to cater for everyone, but trying to tends to result in one of 2 things: paralysis or spreading yourself too thin. What you do is clearly enough for your customers, which is why they are customers. Try not to diverge too much from your comfort zone to attract new customers that your business then doesn’t cater for.
- #5: The first of these is the most important one of all. The customer who just wants a the product/service. Clear info to make that decision. The rest of your business- sad but true. Need to engage with them and investigate the perceived target groups. This is the hardest bit. Data makes it easier to defend.
- #6: Perceived customer: Retired, 55+, Well off, Grandparents, Walks, Gardening, M&S, Reads paper every day. National Trust member. Doesn’t use Amazon. You will have a surprising amount of data- depending on your industry/sector. Ages, Location, Sex, Interests, Use Amazon. People who like… also bought… Go and see- Toyota: to understand something look at it yourself. See the situation. You will come up with a better solution.
- #7: Using the data available to you, fix some key targets who account for the largest proportion of your customers. Define what they are looking for, which channels they are likely to use. Start with just one or two. Put these on the wall. Drum it into everyone who works on your content.
- #8: Search engine- Youtube included. Have you already got a majority of your content in the heads of your staff? WholeFoods/WholeStory, Nuts about Southwest. SWRDA- Wavehub Healthspan Heroes Long-tail interactions: Different content in different places addressing different questions: builds an overall picture of health
- #9: Demand-driven content.
- #10: Remember that being in the right places is just as important as having the right content. BBC remit is to be everything in every channel… and they have the resources for that. Where can you get best/most appropriate coverage. Will leave for other speakers to discuss social media channels and strategies, but AND Flipboard, Newsstand, Feedly, LinkedIn, Pinterest
- #11: Live, demand-driven content is better than a shiny strategy that sets unrealistic expectations and is over-complicated.
- #12: This is an overview of the process we have gone through. The biggest piece of advice is to minimise meetings and paperwork around this- the output of your content strategy shouldn’t be a strategy- it is content, page views, visits, conversions and search rankings. Never publish content for the sake of it- read the Content Deluge deck from VelocityPartners.
- #14: I work with brands and ad agencies, helping them to understand to to engage with their customers better through mobile phones. The question continually comes up …
- #16: A new IDC Research Report, “Always Connected: How Smartphones and Social Keep Us Engaged,” reveals some staggering findings about how our mobile phones have virtually become 24/7 extensions of our minds and bodies. The study, commissioned by Facebook, surveyed 7,446 iPhone and Android mobile phone users, ages 18-44, in the United States over the span of one week last month. Some findings: * 74 percent of 18-24 year-olds reach for their phones IMMEDIATELY after waking up. That means the mobile phone is beating soap, shampoo, toothpaste and deodorant.
- #17: What kinds of tech should we be thinking about next?
- #20: What kinds of tech should we be thinking about next?
- #23: What kinds of tech should we be thinking about next?
- #24: Of course, with the proliferation of devices, we are in danger of reaching a technnological overload. People will stop communicating through ‘analogue’ (face to face) and move to a digital only relationship. Are we are in danger of becoming more disconnected not only form each other and but from nature as a whole?
- #26: I flippantly give them this date instead. This is the point of singularity, where your phone will be the size of a cell and a billion times more powerful. Great! Except that this theory also suggests that by this point, he machines will assume their own intellect and in a Matrix-style, they’ll take over the world.
- #30: What kinds of tech should we be thinking about next?
- #32: What kinds of tech should we be thinking about next?
- #33: As with anything future, we need to start from now. And the truth is, that on the whole, brands aren’t very good at what they do. And in a technology-driven channel, they think in terms of tech, not users
- #34: So they come up with something like this.
- #35: What kinds of tech should we be thinking about next?
- #37: What kinds of tech should we be thinking about next?
- #40: What kinds of tech should we be thinking about next?
- #42: Here’s one nice example of how it might work.
- #44: What kinds of tech should we be thinking about next?
- #48: What kinds of tech should we be thinking about next?
- #52: In truth, we’ve reached the conclusion with smartphones, it does pretty much everything we want it to do. It may be bigger, brighter etc but fundamentally it doesn’t change much.
- #58: We are in one of the most exciting innovative periods for innovation. It’s never about the tech. It’s about understanding consumers and solving there problems. If brands do that, then whatever technology will deliver in the future, will be relevant.