content marketing strategy - paul jackson @ brightonseo

Creative & Consistent Messaging

vs

Content Clutter

In case you missed the talk…There’s a lot of great content out there, and we rely on it more and more.E.g. this valuable, user-focused piece for a wedding photographer:

“Nikon D800 replacement imminent”

In case you missed the talk…There’s also a lot of ‘content clutter’ – content for the sake of contentE.g. this piece from another wedding photographer that would only be of interest to other photographers, and not his target audience:

In case you missed the talk…So, when we search online, open our email inbox, or look for answers on a website, we’re faced with having to pick through the content clutter and it’s difficult to find the quality content

Why Create,Publish & Distribute Content?

In case you missed the talk…The issue is the approach we are taking to creating content

Reach

Traffic

Twin Audiences

Likes

Voicing Interests

Optimise for

Keywords

Instant Actions

Results-Focused

Why Create, Publish & Distribute Content?

In case you missed the talk…Here’s what is often the focus of an approach that leads to content clutter, not quality content:

Traffic Quality

Offer Value

Target Audience

Optimise for

Intent

Relation-ships

Removing Doubt

Aiding Decisions

User-Focused

Why Create, Publish & Distribute Content?

In case you missed the talk…And here’s what we could be focusing on instead:

It’s not about what you want yourtarget audience to know about, or whatinterests you.

If you only take 1 thing away from this…

It’s about what your target audience

wants to know about and what

interests them.

How to Produce

Creative & Consistent

Content

3 Steps to Creative & Consistent Content

AudienceInterests & Doubts

Content Solution


Content Solution


• Recently engaged

• Primarily 25-40

• Male or Female

• Already booked a venue

• Enthusiastic but time-poor

• Limited photography knowledge

• First experience of booking


Audience

In case you missed the talk…The 1st stage is defining your audience in real depth; what they know and don’t know, what they’ve done and haven’t done, how they think, how they behave. Wedding photographer e.g:


Content Solution



• What happens on the day?

• How many hours?

• Getting along?

• Costs & Add-ons?

• Image rights?

• Venue experience?

• Photo style?

Interests & Doubts

In case you missed the talk…When we know this detail of our audience, we can understand their questions, concerns, hesitations, interests, & what they need to know to make a decision. Wedding photographer e.g:


Content Solution


• Wedding Photographer Day Plan

• Guide to Wedding Photo Image Rights

• Guide to Wedding Photography at Venue X

• Portfolios

• Style Guides


Content Solution

In case you missed the talk…And when you understand these interests and doubts, it’s simple to come us with solutions in the form of content. Wedding photographer e.g:

In case you missed the talk…A fantastic piece of content where a wedding photographer has been filmed doing a shoot (rather than a text ‘About Me’ page) so you can see if you’ll get along, feel comfortable etc:

In case you missed the talk…Another example of how this content that removes doubt and aids decision-making can be applied to ecommerce websites:

Equity Partner vs Salaried Partner

In case you missed the talk…This example is a huge traffic driver for a legal recruitment firm because they went through the 3 step process and understood their audiences major questions and concerns:

Key Takeaways

Creative, Consistent Content or Content Clutter?

Consistent

Target Audience

Focus

Offer Value

Build Relation-

ships

Help Make Decisions

Remove Doubt

In case you missed the talk…If you can ensure that all your content and content ideas is achieving or offering these 6 things, you’ll be delivering creative, consistent content and not content clutter:

content marketing strategy - paul jackson @ brightonseo

Marketing