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Understanding your audience;Agile thinking & our contentKerboo webinar 15th December 2015
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Charlie Williams
Head of Marketingcharlie (at) white.net@pagesauce
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Previously on SEMRush…
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Content = our best method to offer a unique experience in markets increasingly filled with similar products
Putting the audience firstWe can harness the power of our audience to build better contentexperiences
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A story…About how I learnedto make content
A story…
to make content
with ferries
About how I learned
What I’ve built…
ferries to FranceWhat I’ve built…
ferries from Franceferries to FranceWhat I’ve built…
France ferriesferries from Franceferries to FranceWhat I’ve built…
France ferriesferries from Franceferries to France
And more… oh dearcross-channel ferries
What I’ve built…
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Optimising for search query topic buckets, not individual keywords
Thinking in topics
https://moz.com/blog/topics-people-over-keywords-rankings-whiteboard-friday/
http://www.socialmediatoday.com/content/future-seo-topics-instead-keywords
& content marketing
SEO content, keyword research, UX, content strategy, social media,
= Content development
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Agile
Richard Prowsehttps://gathercontent.com/blog/adopting-agile-approach-content
helps organisations… focus on meeting user needs, prioritising delivery and helping people to collaborate
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An agile project is about creating fast iterations of products based on the feedback of real users - Prioritise features for users over everyone else gov.uk
https://www.gov.uk/service-manual/agile
But…Agile’s for developers, right?
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content marketing & agile approach
SEO content, keyword research, UX, content strategy, social media,
= Content development
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https://moz.com/blog/user-behaviour-data-as-a-ranking-signalhttp://searchengineland.com/meet-rankbrain-google-search-results-234386
Build great content= the new content is king…
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Product pagesHow do we make these great?
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Challenging or new industriesWhat counts as great content?
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Helping the audience
needs?
So, how do we create content that actually serves our audience’s
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Questions
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When you do a search, you generally want an answer
Gabriel Weinberg
http://www.fastcompany.com/3026698/inside-duckduckgo-googles-tiniest-fiercest-competitor
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Types of searches
Listening to the audience
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Understand what is working;what does your audience enjoy?
Google Analytics
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Understand what is working;what does your audience enjoy?
Google Analytics
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What’s earned your audience’s interest?
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What’s earned your audience’s interest?
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talking about?What is our audienceTopsy
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content
User testingEye-opening insight into what your audience wants from your
https://www.usertesting.com/product/videos-and-metrics
Surveys
want & incentiviseAsk your audience what they
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SurveyMonkey www.surveymonkey.com
SurveyGizmo www.surveygizmo.com
Google https://www.google.co.uk/forms/about/ https://www.google.com/insights/consumersurveys/home
http://www.siegemedia.com/google-consumer-surveys-for-content-marketers
questions
QuestionsCompetitor FAQs & Quora for researching common
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http://faqfox.com/
User-centred
http://www.momentology.com/7216-user-centric-keyword-research-topics/
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keyword researchQuality keyword research unveils your audience’s needs
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User-centred
http://en.wikipedia.org/wiki/User-centered_design
“design tries to optimise the product around how users can, want, or need to use the product”
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SEMrushDig into the topics your competitors earn traffic with
http://refugeeks.com/semrush/
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Google TrendsIs this a growing topic?
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Scrape Google suggest
Kewordtool.io
KeywordKiwi
Ubersuggest
Scrape Google suggest
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Ask the audience
http://answerthepublic.com/
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User stories
audience wants, & map the journey Take your personas, & what your
https://gathercontent.com/blog/adopting-agile-approach-contenthttps://www.gov.uk/service-manual/agile/writing-user-stories.html
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http://seedkeywords.com/
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User stories
https://yougov.co.uk/profiler
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WireframesBe able to show how your contentwill work
Balsamiq Mockups
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http://backlinko.com/skyscraper-technique
An exampleTo get your own ideas going
Tell your stories of your product
product or service
Content can be about the user experiences to be had with your
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Agile thinkinghelps our SEO in two ways:Focus on one issue at a time,& helping us understand the audience, so we know what to make
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User-led content = useful contentUseful to audience = Google’s aim
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charlie (at) white.net
THANK YOUQuestions?@pagesauce
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