Published on March 10, 2014
Implementing an effective content strategy @LukeVKnight
Agenda Setting a vision Why is content important? The foundations of a content strategy The importance of a network Measuring success
Defining a Vision
“We want to be the #1 authority on family holidays” “No one knows more about British motoring” “We’re helping people become the ‘savvy-traveller’” “Get people excited about food”
Why is content important?
Links SEO Content
On September 27, 2013 Google launched a new "Hummingbird" algorithm, claiming that Google search can be a more human way to interact with users and provide a more direct answer…
Many brands are using content to drive quality traffic… How?
The foundations of a content strategy
Awareness Consideration Conversion Tailor content to the customer journey Awareness Consideration Conversion “Recipes” Awareness Consideration Conversion “Recipes” Awareness Consideration Conversion “Children’s Recipes” Awareness Consideration Conversion Children’s Lasagna
Social Media Blog(s) Community Website(s) Press Brand Partners
Push PullO F F S I T E O N S I T E
Research What questions are consumers asking? Identify the relevant influencers or 3rd party’s? Know when your content will pack the biggest punch!
Identify keyword opportunities
Output: Integrated marketing calendar
The importance of a network
Utilise your business network
Blog visits % new visits Conversions Referral Traffic Entrances Shares
Know WHY you want to pursue a content strategy Content will benefit your SEO Research, plan, and integrate Relevance and context is key Innovate.
Thank you, any questions?
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