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PINT-SIZEDMARKETINGGETTINGYOUNOTICEDONLINE
A Repeatable Content Generation Process
that Generated Over 100,000 Search Clic...
@matthew_jkay |
8 weeks ago...
This guy was born!
He doesn’t always look so
happy...
He doesn’t always look so
happy...
@matthew_jkay |
As much as I love my newborn son, I’m quite looking
forward to this...
This evening though...
We’ll cover...
How we generated 105,000 organic clicks
in less than 12 months from zero for one
client in a pretty ‘boring...
Let’s set the scene.
@matthew_jkay |
Large ecommerce client that sells a variety of electrical
components, equipment and tools within the fields...
@matthew_jkay |
We undertake link building for them.
@matthew_jkay |
But no links were built to any of these pages by Aira.
@matthew_jkay |
No technical SEO was carried out on any of these
pages.
@matthew_jkay |
For this project, we just created content for them.
@matthew_jkay |
So what does this process look like?
@matthew_jkay |
It’s based around this...
Marketing & sales
has changed
@matthew_jkay |
Consumers buy very differently now to
how they used to 20+ years ago.
@matthew_jkay |
Consumers 20+ years ago
Receive
Sales Call
Submit
Enquiry
Attend
Meeting
@matthew_jkay |
Conduct
Google Search
View
Web Page
See Social
Media Ad
Revisit
Website
Download
Guide
Receive
Email
Visit...
@matthew_jkay |
Why?
The internet.
@matthew_jkay |
“
”
70%of a buyer’s research is done before
they talk to a salesperson.
Aligned to Achieve
@matthew_jkay |
We must have appropriate content and tools that cater for
potential consumers at every stage of the buyer’...
@matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
What is the buyer's journey?
Prospect is experiencing a...
Most organisations focus here...
@matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
Decision stage focus
Prospect is experiencing and
Expre...
@matthew_jkay |
96% of people who visit your website are not
ready to buy.
HubSpot
“
”
@matthew_jkay |
Decision
Stage
Our marketing activity often forgets these early stages
Prospect has now decided on their
s...
@matthew_jkay |
How do we target the 96%?
@matthew_jkay |
By creating content further up the funnel using a
data-led approach tailored to the buyer’s journey.
Let’s jump into an example.
@matthew_jkay |
We start with the buyer’s journey.
@matthew_jkay |
The topic: coaxial cables
@matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables
@matthew_jkay |
Thought process What is a coaxial cable?
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journe...
@matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
Awareness
Stage
Co...
@matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxi...
@matthew_jkay |
We combine this with search data...
@matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxi...
@matthew_jkay |
Then prioritise these search terms...
Keyword
volume
Potential
to rank
Keyword
importance
@matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxi...
Tip: get input from sales & service teams...
@matthew_jkay |
What next?
@matthew_jkay |
We’ve got our list of keywords - we can then move
this to mapping them to existing site pages.
Keyword mapping
@matthew_jkay |
The remaining, unmapped keywords provide a
content gap analysis.
Content gap analysis
@matthew_jkay |
Need help with categorisation of keywords?
This might help...
This might help...
@matthew_jkay |
How to Automatically Categorise Keywords
for the Buyer’s Journey by Dan Brooks
@matthew_jkay |
Once we have this keyword mapping document,
we brief the copywriter(s).
Hey [name],
Please write an article on ‘coaxial cables’. Word
count should be around 1,000.
Let me know if you need anythi...
@matthew_jkay |
Please raise your hands.
Hey [name],
Please write an article on ‘coaxial cables’.
Word count should be around 1,000.
Let me know if you need anythi...
@matthew_jkay |
This is not a content brief.
@matthew_jkay |
This is not a content brief.
(you can put your hands down now)
@matthew_jkay |
Outputs are only as good as the briefs you are
given.
@matthew_jkay |
Terrible brief = terrible output.
@matthew_jkay |
Make your copywriter’s lives easier with content
briefs.
@matthew_jkay |
THIS is a content brief.
@matthew_jkay |
@matthew_jkay |
These are a PITA.
No not this.
@matthew_jkay |
But they include so much detail it’s hard for the
writers to go wrong.
@matthew_jkay |
Target keyphrases (with search volume)
@matthew_jkay |
On-page elements
@matthew_jkay |
Sections with headings and suggested keywords
Later versions have started to include more detail
● Article purpose
● Media formats
● FAQs - targeting people also asked
...
@matthew_jkay |
Although there is lots here, it makes the results so
much stronger.
The content is then produced...
Finally, an SEO will scan over the written
content to check for any additional
optimisatio...
What were the outputs?
Coaxial cables
● 1.65m impressions
● 33,000 clicks
● Secured multiple PAA and featured
snippets
PTFE tape
● 750,000 impressions
● 11,000 clicks
● Secured multiple PAA and featured
snippets
● 570,000 impressions
● 9,000 clicks
● Secured multiple PAA and featured
snippets (again!)
IP rating
Some tools to help you...
Moz Keyword Explorer
Ahrefs Keyword Explorer
SEMrush Keyword Magic Tool
Answer the Public
Alsoasked.com (alpha!)
Matthew Kay - Head of Operations
matthew.kay@aira.net
www.linkedin.com/in/matthewkay87
www.twitter.com/matthew_jkay
PINT-SIZEDMARKETING
Thank You
Pint-Sized Marketing - A Repeatable Content Generation Process that Generated Over 100,000 Search Clicks in Less Than 12 M...
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Pint-Sized Marketing - A Repeatable Content Generation Process that Generated Over 100,000 Search Clicks in Less Than 12 Months

Content creation is hard. In spite of all the tools and data that marketers have available we still generate content which, after launch, doesn't always resonate with users and search engines in the way we'd hoped. During my talk, I dove into Aira's content generation process that's helped one client get over 100,000 organic search clicks by using a repeatable methodology based off thorough keyword research and content brief creation.

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Pint-Sized Marketing - A Repeatable Content Generation Process that Generated Over 100,000 Search Clicks in Less Than 12 Months

  1. 1. PINT-SIZEDMARKETINGGETTINGYOUNOTICEDONLINE A Repeatable Content Generation Process that Generated Over 100,000 Search Clicks in Less Than 12 Months November 2019 Marketing Meetup
  2. 2. @matthew_jkay | 8 weeks ago...
  3. 3. This guy was born!
  4. 4. He doesn’t always look so happy...
  5. 5. He doesn’t always look so happy...
  6. 6. @matthew_jkay | As much as I love my newborn son, I’m quite looking forward to this...
  7. 7. This evening though...
  8. 8. We’ll cover... How we generated 105,000 organic clicks in less than 12 months from zero for one client in a pretty ‘boring’ ecommerce space.
  9. 9. Let’s set the scene.
  10. 10. @matthew_jkay | Large ecommerce client that sells a variety of electrical components, equipment and tools within the fields of engineering, automation and control.
  11. 11. @matthew_jkay | We undertake link building for them.
  12. 12. @matthew_jkay | But no links were built to any of these pages by Aira.
  13. 13. @matthew_jkay | No technical SEO was carried out on any of these pages.
  14. 14. @matthew_jkay | For this project, we just created content for them.
  15. 15. @matthew_jkay | So what does this process look like?
  16. 16. @matthew_jkay | It’s based around this...
  17. 17. Marketing & sales has changed
  18. 18. @matthew_jkay | Consumers buy very differently now to how they used to 20+ years ago.
  19. 19. @matthew_jkay | Consumers 20+ years ago Receive Sales Call Submit Enquiry Attend Meeting
  20. 20. @matthew_jkay | Conduct Google Search View Web Page See Social Media Ad Revisit Website Download Guide Receive Email Visit Service Page Submit Enquiry Consumers today
  21. 21. @matthew_jkay | Why? The internet.
  22. 22. @matthew_jkay | “ ” 70%of a buyer’s research is done before they talk to a salesperson. Aligned to Achieve
  23. 23. @matthew_jkay | We must have appropriate content and tools that cater for potential consumers at every stage of the buyer’s journey... What does this mean?
  24. 24. @matthew_jkay | Awareness Stage Consideration Stage Decision Stage What is the buyer's journey? Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give a name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity Prospect has now decided on their solution strategy, method or approach. Is compiling a long list of all available vendors and products in their given strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision
  25. 25. Most organisations focus here...
  26. 26. @matthew_jkay | Awareness Stage Consideration Stage Decision Stage Decision stage focus Prospect is experiencing and Expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give a name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity Prospect has now decided on their solution strategy, method or approach. Is compiling a long list of all available vendors and products in their given strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision
  27. 27. @matthew_jkay | 96% of people who visit your website are not ready to buy. HubSpot “ ”
  28. 28. @matthew_jkay | Decision Stage Our marketing activity often forgets these early stages Prospect has now decided on their solution strategy, method or approach. Is compiling a long list of all available vendors and products in their given strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision Awareness Stage Consideration Stage Prospect is experiencing and Expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give a name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity
  29. 29. @matthew_jkay | How do we target the 96%?
  30. 30. @matthew_jkay | By creating content further up the funnel using a data-led approach tailored to the buyer’s journey.
  31. 31. Let’s jump into an example.
  32. 32. @matthew_jkay | We start with the buyer’s journey.
  33. 33. @matthew_jkay | The topic: coaxial cables
  34. 34. @matthew_jkay | Awareness Stage Consideration Stage Decision Stage Example journey - coaxial cables
  35. 35. @matthew_jkay | Thought process What is a coaxial cable? Awareness Stage Consideration Stage Decision Stage Example journey - coaxial cables
  36. 36. @matthew_jkay | Thought process What is a coaxial cable? What are the different types of coaxial cables? Awareness Stage Consideration Stage Decision Stage Example journey - coaxial cables
  37. 37. @matthew_jkay | Thought process What is a coaxial cable? What are the different types of coaxial cables? I need an RF coaxial cable Awareness Stage Consideration Stage Decision Stage Example journey - coaxial cables
  38. 38. @matthew_jkay | We combine this with search data...
  39. 39. @matthew_jkay | Thought process What is a coaxial cable? What are the different types of coaxial cables? I need an RF coaxial cable Search queries* what is a coaxial cable (590 p/m) how does coaxial cable work (50 p/m) coaxial cable types (320 p/m) different types coaxial cable (30 p/m) rf coaxial cable (210 p/m) rf cable (880 p/m) Awareness Stage Consideration Stage Decision Stage ...to come up with potential search terms. *not exhaustive!
  40. 40. @matthew_jkay | Then prioritise these search terms... Keyword volume Potential to rank Keyword importance
  41. 41. @matthew_jkay | Thought process What is a coaxial cable? What are the different types of coaxial cables? I need an RF coaxial cable Search queries what is a coaxial cable (590 p/m) how does coaxial cable work (50 p/m) coaxial cable types (320 p/m) different types coaxial cable (30 p/m) rf coaxial cable (210 p/m) rf cable (880 p/m) On-site content Coaxial Cable Guide Coaxial Cable Guide Coaxial Cables [product page] Awareness Stage Consideration Stage Decision Stage ...to come up with potential on-site content
  42. 42. Tip: get input from sales & service teams...
  43. 43. @matthew_jkay | What next?
  44. 44. @matthew_jkay | We’ve got our list of keywords - we can then move this to mapping them to existing site pages.
  45. 45. Keyword mapping
  46. 46. @matthew_jkay | The remaining, unmapped keywords provide a content gap analysis.
  47. 47. Content gap analysis
  48. 48. @matthew_jkay | Need help with categorisation of keywords?
  49. 49. This might help...
  50. 50. This might help...
  51. 51. @matthew_jkay | How to Automatically Categorise Keywords for the Buyer’s Journey by Dan Brooks
  52. 52. @matthew_jkay | Once we have this keyword mapping document, we brief the copywriter(s).
  53. 53. Hey [name], Please write an article on ‘coaxial cables’. Word count should be around 1,000. Let me know if you need anything else. Thanks, Matthew
  54. 54. @matthew_jkay | Please raise your hands.
  55. 55. Hey [name], Please write an article on ‘coaxial cables’. Word count should be around 1,000. Let me know if you need anything else. Thanks, Matthew
  56. 56. @matthew_jkay | This is not a content brief.
  57. 57. @matthew_jkay | This is not a content brief. (you can put your hands down now)
  58. 58. @matthew_jkay | Outputs are only as good as the briefs you are given.
  59. 59. @matthew_jkay | Terrible brief = terrible output.
  60. 60. @matthew_jkay | Make your copywriter’s lives easier with content briefs.
  61. 61. @matthew_jkay | THIS is a content brief.
  62. 62. @matthew_jkay |
  63. 63. @matthew_jkay | These are a PITA.
  64. 64. No not this.
  65. 65. @matthew_jkay | But they include so much detail it’s hard for the writers to go wrong.
  66. 66. @matthew_jkay | Target keyphrases (with search volume)
  67. 67. @matthew_jkay | On-page elements
  68. 68. @matthew_jkay | Sections with headings and suggested keywords
  69. 69. Later versions have started to include more detail ● Article purpose ● Media formats ● FAQs - targeting people also asked (PAA) snippets ● Any appropriate calls to action
  70. 70. @matthew_jkay | Although there is lots here, it makes the results so much stronger.
  71. 71. The content is then produced... Finally, an SEO will scan over the written content to check for any additional optimisation opportunities before upload.
  72. 72. What were the outputs?
  73. 73. Coaxial cables ● 1.65m impressions ● 33,000 clicks ● Secured multiple PAA and featured snippets
  74. 74. PTFE tape ● 750,000 impressions ● 11,000 clicks ● Secured multiple PAA and featured snippets
  75. 75. ● 570,000 impressions ● 9,000 clicks ● Secured multiple PAA and featured snippets (again!) IP rating
  76. 76. Some tools to help you...
  77. 77. Moz Keyword Explorer
  78. 78. Ahrefs Keyword Explorer
  79. 79. SEMrush Keyword Magic Tool
  80. 80. Answer the Public
  81. 81. Alsoasked.com (alpha!)
  82. 82. Matthew Kay - Head of Operations matthew.kay@aira.net www.linkedin.com/in/matthewkay87 www.twitter.com/matthew_jkay
  83. 83. PINT-SIZEDMARKETING Thank You

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