cara shields, iprospect - dmx dublin 2016
Post on 22-Jan-2017
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Does great content make the internet a better place for consumers?
Cara ShieldsSEO & Analytics Director, iProspect
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cara.shields@iprospect.com
Getting information off the internet is like taking a drink from a fire hydrant
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”Mitch Kapor
cara.shields@iprospect.com
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Traffic is the fundamental currency that drives business success online
cara.shields@iprospect.com
Then Now
cara.shields@iprospect.com
Google is almost doing our shopping for us…
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cara.shields@iprospect.com
It’s all about the content behind the shop window
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cara.shields@iprospect.com
How do we make sure our content is set up for success?
Content
Success
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cara.shields@iprospect.com
Great content is rooted in search… but should do so much more
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”Great content drives brand visibility
Great content delivers engagement
Great content improves paid search
Great content is essential for social
Great content enables conversion
cara.shields@iprospect.com
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What are you trying to say?Who are we trying to say it to?
cara.shields@iprospect.com
Now, our consumers ask the questions
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cara.shields@iprospect.com
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Research tells us what questions we need to answer with our content
cara.shields@iprospect.com
Awareness
Interest
Evaluate
Decide
“Grumbling noise in engine”“Why does my car take a while to start?”
“Is buying a diesel car worth it?”“Compare estate cars”
“Buy [brand] estate diesel”“[brand] car dealers Dublin”
“Cost of new engine”“Replace engine or buy new car”
Content strategy should include content for every stage of the funnel
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cara.shields@iprospect.com
An estimated 27,000,000 pieces of content are shared daily
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cara.shields@iprospect.com
DATA
Only 25% of businesses are tracking content successfully
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”Consumer
Intent
Content Strategy
Content Creation
Measurement
cara.shields@iprospect.com
Our content must evolve based on consumer behaviour and business success
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cara.shields@iprospect.com
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Great content attracts great traffic
Understand your consumers
Identify their search intent
Create an informed content strategy
Produce great content
Measure everything
Analyse and learn
cara.shields@iprospect.com
Awareness
Interest
Evaluate
Decide
“Grumbling noise in engine”“Why does my car take a while to start?”
“Is buying a diesel car worth it?”“Compare estate cars”
“Buy [brand] estate diesel”“[brand] car dealers Dublin”
“Cost of new engine”“Replace engine or buy new car”
Content
Success
Great content makes the internet a better place for consumers
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