brightonseo slides - jackson rawlings

Tapping into local culture for marketing campaignsJackson Rawlings

@jacksonhraw

“17 Reasons being a Mum is the hardest job in the world!”

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“17 Reasons finding the right nanny is the hardest thing in the world!”

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“17 Reasons your nanny will want you to have another child after this one – and why that’s the hardest thing in the world!”

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“You’ve just had a baby and you’ve got a lot of money so you should buy one of those expensive car seats because it will both protect your child and make you look good in front of your friends – and 16 other reasons why, logically, you ought to buy this product”

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“Content that hits the heart, beats content that hits the mind”

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Wide-net Stereotyping

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Local Culture Content

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Brightonians• Progressive

• Creative

• Digital-minded

(and arrogant?)

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Buzzsumo

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answerthepublic

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Ubersuggest

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Twitter

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@jacksonhraw

“Content that hits the heart, not the mind”

@jacksonhraw

To recap:• Wide-net stereotyping is bad• Location-based stereotyping is good

(for content creation!)• Use tools like Buzzsumo and

Ubersuggest to cross-reference your stereotyping with fact

• It’s about content that hits the heart, not the mind

@jacksonhraw

THANKS FOR LISTENING

@jacksonhraw