hannah thorpe - content marketing strategy
TRANSCRIPT
![Page 1: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/1.jpg)
![Page 2: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/2.jpg)
H A N N A H T H O R P E
Building your Content Strategy.
@hannahjthorpe
![Page 3: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/3.jpg)
A little about me…
Managing Director at White.net
Technical SEO & Content Marketing
Range of brands – Luxury, Travel, Retail
![Page 4: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/4.jpg)
Why do you need a content strategy?
![Page 5: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/5.jpg)
The Human Brand
There are two key principles when it comes to brand loyalty:
-‐ Warmth – Connecting with humans and having the right values
-‐ Competency – Being able to deliver the service to a high standard
![Page 6: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/6.jpg)
Example Values - Passion.
Competency
Knowledge of the latest changes in digital marketing
Attendance at thought-‐leadership events
Expanding knowledge beyond your immediate deliverable work
Warmth
Eagerness to explain & educate clients
Friendly participation at events & sharing knowledge
Talking to clients/industry people about digital (beyond just SEO/PPC)
![Page 7: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/7.jpg)
Personal connections are key
![Page 8: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/8.jpg)
Improve rankings
Drive traffic
Increase awareness
![Page 9: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/9.jpg)
Traditional ranking signals are becoming less significant.
![Page 10: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/10.jpg)
Machine Learning
![Page 11: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/11.jpg)
Bounce Rate vs. Organic Position
Average Time on Site vs. Organic Position
Engagement metrics
![Page 12: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/12.jpg)
https://moz.com/search-‐ranking-‐factors/survey
This is not enough!
![Page 13: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/13.jpg)
Step 1: Define Your Commander’s Intent
![Page 14: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/14.jpg)
“Never tell people how to do things. Tell them what to do and they will surprise you with their ingenuity”General George S. Patton
![Page 15: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/15.jpg)
Spirit Airlines
The cheapest domestic airline in the US
![Page 16: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/16.jpg)
Bare Fare Frill Control Plane Simple
![Page 17: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/17.jpg)
Step 2: Know what you will measure
![Page 18: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/18.jpg)
Measurement Options
RankingsProfit
Revenue
Engagement
Brand Awareness
Traffic
Enquiries
Repeat visits to site
Social Following
Partnerships built
ROI
Time on Site
![Page 19: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/19.jpg)
What metrics matter months 1-
3, 3-6 and 6-12?
![Page 20: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/20.jpg)
Step 3: Initial Research
![Page 21: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/21.jpg)
Answer these Questions
How do people know they want your product/service?
Who will you be selling to?
What makes you different to your competitors?
What is the alternative to your product/service?
What questions are your audience asking?
![Page 22: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/22.jpg)
How do people know they want your product?
Awareness
Interest
Desire
Action
![Page 23: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/23.jpg)
How do people know they want your product?
“65" Ultra HD 4K Pro HDR OLED Television -‐ TX-‐65EZ1002B”
“Panasonic reviews, sony reviews”
“Difference between 4K HD & HD”
“Best TV reviews”
“How to fix TV with fuzzy sound?”
![Page 24: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/24.jpg)
• Predominantly male or female?
• How old?
• Income?
• Career?
• Family status?
• Likes? Dislikes?
• Routine?
Who will you be selling to?
![Page 25: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/25.jpg)
Who will you be selling to?
You Gov Profiles Lite
![Page 26: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/26.jpg)
Step 4: Know what your customers want
![Page 27: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/27.jpg)
Know where your audience hangs out online
![Page 28: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/28.jpg)
![Page 29: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/29.jpg)
![Page 30: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/30.jpg)
![Page 31: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/31.jpg)
Step 5: Produce the content
![Page 32: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/32.jpg)
Current Content
Who is your content for?
Current Customers
Potential Customers
Attract new customers with visibility who engage with your current content tooNew content must
appeal to current and new audiences
![Page 33: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/33.jpg)
Factors
Time to Consume Device Location
![Page 34: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/34.jpg)
Don’t just make the
newest thing
![Page 35: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/35.jpg)
theatlas.com
![Page 36: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/36.jpg)
mapchart.net
![Page 37: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/37.jpg)
Optimise for Featured Snippets
![Page 38: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/38.jpg)
Step 6: Help people find it
![Page 39: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/39.jpg)
Use your technical SEO knowledge
![Page 40: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/40.jpg)
Pick the right network
• Twitter is popular for ages 18-‐29; so this is where you can capture the younger end of your typical audience
• As expected, LinkedIn users tend to be slightly older, earning more money and have a university degree
• Twitter and Facebook are used more frequently than LinkedIn, at least once a day
![Page 41: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/41.jpg)
Build & Follow Twitter Lists
![Page 42: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/42.jpg)
Publish on LinkedIn Pulse
![Page 43: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/43.jpg)
Automating Social Media
![Page 44: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/44.jpg)
Most importantly – Be Consistent
• Consistent formatting
• Use of imagery
• Tagging of related accounts
• Engaging way to share content beyond a retweet
![Page 45: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/45.jpg)
Integrate with Paid Channels
![Page 46: Hannah Thorpe - Content Marketing Strategy](https://reader034.vdocuments.us/reader034/viewer/2022052117/5a6d23457f8b9af8418b4def/html5/thumbnails/46.jpg)
Key takeaways
Step 5: Produce the Content
Step 1: Commanders Intent Step 4: Know what your customers want
Step 2: Know what you will measure
Step 3 : Initial ResearchStep 6: Help people
find it