How to develop, create and distribute killer content that engages and converts
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The document is a presentation by Glen Conybeare on developing effective content that engages audiences and drives conversions. It outlines key steps including understanding the audience, conducting content audits, creating valuable and engaging content, and implementing strategic distribution plans through various channels like social media and influencers. Additionally, it emphasizes the importance of overcoming internal barriers and collaboration among departments for successful content marketing.
How to develop, create and distribute killer content that engages and converts
- 1. A Stickyeyes presentation How to develop, create and distribute killer content that engages and converts Glen Conybeare Chief Commercial Officer @stickyeyes
- 2. Why bother Is content really crucial?
- 4. Time spent on site
- 5. Bounce Rate
- 6. Daily Unique Page Views
- 7. Step 1 Understanding your audience
- 10. 1. What is their problem?
- 11. 2. Where are they (digitally) active?
- 12. 3. How do they like to be reached?
- 14. • What is it? • What are the benefits? • Let me look at it? • What size is it? • Do others like it? Functional content • It’s valuable? • It’s shareable? • Maybe fun? Engaging content
- 15. Step 2 Content Audits
- 17. Keywords Step 01. Identify all your keywords
- 18. Keywords Step 02. Prioritise them into:
- 19. Keywords Step 02. • Quickest Win. • Quick Win. • Medium Term. • Long Term.
- 20. Keywords Step 03. Quickest win:
- 21. Keywords Step 03. • Just off traffic driving positions in natural search. • Commercially valuable keywords.
- 22. Your website.
- 27. Linking sites.
- 28. Linking Sites 2 Simple questions:
- 29. Linking Sites • Who is talking about you (and why)? • Who is talking about your competitors (and why)?
- 30. How?
- 31. Step 3 Content Creation
- 32. Content Creation Know your audience:
- 33. Content Creation • Know the problems they have • Know where they are • Evaluated best in class • Identified gaps in current strategy
- 34. Content Ideation & Planning Objectives & Strategy Data • Brand Guidelines • Commercial Priorities • Competitor Insights • Toolset Insights Target Groups • Demographics • Interests • Personas Ideation Distribution Plan
- 35. Case Study: Coca Cola Content 2020
- 36. Case Study: Coca Cola 2nd Lives
- 37. Results Over 4,000,000 views to date
- 38. Case Study: Meat Pack - Hijack
- 39. Step 4 Content Distribution
- 40. Content doesn’t work if it doesn’t Credit: Lauren Licata move.
- 41. Marketing Communications No matter how good the content is, creating traction in a crowded market is a key stage in delivering success. This is typically achieved using a mix of three channels: Bloggers / Vloggers Journalists Influencer Outreach Media Relations Bylined Articles Syndication Earned Content Coverage Paid Content Distribution Owned Content Broadcasting Biddable Media Content Networks Advertorials Affiliates Retargeting Networks Display Network Website Social Email
- 42. Marketing Communications So why do so many companies fail?
- 43. Meet Bob
- 44. I’ve got your recommendations but….. “
- 45. I need a few weeks to get it round the various departments. “
- 46. IT have said they can’t do it yet / don’t want to do it. “
- 47. PR have said the idea needs to go through them / their agency. “
- 48. I need to get the social guys involved. “
- 49. Is Bob the enemy?
- 50. The CMO / CEO
- 51. PR Social Search Content Partnerships Brand teams IT
- 52. But how?
- 54. Thank You Any questions? www.stickyeyes.com/contenttoolkit
Editor's Notes
- #31: Analytics – inbound links Fresh Web Explorer Buzzsumo Hitwise Google News (and just plain old Google searching…)
- #33: Know Audience Know the problems they have Know where they are Evaluated best in class Identified gaps in current strategy Use this to brief your creative team/agency (remembering functional and engaging needed)
- #34: Know Audience Know the problems they have Know where they are Evaluated best in class Identified gaps in current strategy Use this to brief your creative team/agency (remembering functional and engaging needed)