Why Accenture Insights?
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The document discusses the need for a revamped content platform for Accenture Insights to better serve local customers and capitalize on emerging business opportunities. It emphasizes optimizing content for mobile devices, modern search engines, and user engagement through high-quality, relevant articles linked to vacancies and events. The focus is on using SEO strategies that prioritize long-tail keywords to drive traffic and conversions.
Why Accenture Insights?
- 1. A platform that holds meaningful content that adds value to our local customers around our thought leaders’ expertise resulting in new business opportunities & recruits Accenture Insights
- 2. WHY ACCENTURE INSIGHTS VERY OLD WEBSITE OUTDATED CONTENT PEOPLE CUSTOMER JOURNEY INSIGHTS STRATEGIC CONTENT MARKETING Not designed for mobile devices, not optimized for todays search engines and security needs Outdated technique and design No customer relevance Proactive content creation People to People instead of b2b or b2c thinking > 90% of the touchpoints with a brand are online
- 3. RELEVANCE AFTER EVERY CLICK • Evergreens • Content that moves to act • Don’t tell but show CLAIM THOUGHT LEADERSHIP High quality content, produced by our experts, that aims to solve a clients problem CONVERSION DRIVEN Content is connected to: • Thought leader • Vacancy • Recruiter • Event HOW DO WE ADDRESS THESE TRENDS?
- 5. HOW DOES THIS WORK? Optimized high quality content SEO Relevance: articles are connected to vacancies, which are connected to our people, which are connected to events, creating an infinite loop based on an algorithm UX design that stimulates interaction with Our People
- 6. ATTRAC T Optimized high quality content SEO
- 7. ATTRAC T A small number of keywords get searched for a lot. A lot of keywords get searched for a little. In many cases, the long tail of “natural language” searches can, in aggregate, be larger than the total volume of short keyword phrase searches. The are also less competitive (and therefore easier to rank for), and more relevant (and therefore more likely to concert). The “Long Tail” of SEO Short Keyword Phrases “digital transformation” Mid-length Keyword Phrases “digital transformation steps” Natural Language Phrases “How to start with digital transformation?”
- 8. ENGAG E Relevance: articles are connected to vacancies, which are connected to our people, which are connected to events, creating an infinite loop based on an algorithm
- 9. CONVE RT UX design that stimulates interaction with Our People
- 10. Accenture Insights For more information about Accenture Insights contact: Lennart Sloof lennart.sloof@accenture.com Visit www.accenture-insights.nl