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Tapping into local culture for marketing campaigns Jackson Rawlings @jacksonhra w

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Page 1: BrightonSEO Slides - Jackson Rawlings

Tapping into local culture for marketing campaignsJackson Rawlings

@jacksonhraw

Page 2: BrightonSEO Slides - Jackson Rawlings

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

@jacksonhraw

Page 3: BrightonSEO Slides - Jackson Rawlings

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

@jacksonhraw

Page 4: BrightonSEO Slides - Jackson Rawlings

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

@jacksonhraw

Page 5: BrightonSEO Slides - Jackson Rawlings

“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”

@jacksonhraw

Page 6: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 7: BrightonSEO Slides - Jackson Rawlings

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

@jacksonhraw

Page 8: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 9: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 10: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 11: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 12: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 13: BrightonSEO Slides - Jackson Rawlings

Wide-net Stereotyping

@jacksonhraw

Page 14: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 15: BrightonSEO Slides - Jackson Rawlings

Local Culture Content

@jacksonhraw

Page 16: BrightonSEO Slides - Jackson Rawlings

Brightonians• Progressive

• Creative

• Digital-minded

(and arrogant?)

@jacksonhraw

Page 17: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 18: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 19: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 20: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 21: BrightonSEO Slides - Jackson Rawlings

Buzzsumo

@jacksonhraw

Page 22: BrightonSEO Slides - Jackson Rawlings

answerthepublic

@jacksonhraw

Page 23: BrightonSEO Slides - Jackson Rawlings

Ubersuggest

@jacksonhraw

Page 24: BrightonSEO Slides - Jackson Rawlings

Twitter

@jacksonhraw

Page 25: BrightonSEO Slides - Jackson Rawlings

@jacksonhraw

Page 26: BrightonSEO Slides - Jackson Rawlings

“Content that hits the heart, not the mind”

@jacksonhraw

Page 27: BrightonSEO Slides - Jackson Rawlings

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

Page 28: BrightonSEO Slides - Jackson Rawlings

THANKS FOR LISTENING

@jacksonhraw