cara shields, iprospect - dmx dublin 2016
TRANSCRIPT
Does great content make the internet a better place for consumers?
Cara ShieldsSEO & Analytics Director, iProspect
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Getting information off the internet is like taking a drink from a fire hydrant
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”Mitch Kapor
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
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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DATA
Only 25% of businesses are tracking content successfully
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”Consumer
Intent
Content Strategy
Content Creation
Measurement
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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
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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