what is performance content?
TRANSCRIPT
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The Evolution from SEO to Performance Content
Tom Wigley
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Performance Planning
Performance Media
SEOContent
Production
CRO
ASO
MarketplaceOptimisation
Page Speed
Digital PR
Content Marketing
Graphic Design
App Development
UX
2000-2015
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Performance Planning
Performance Media
Performance Content
2016+
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Why do we need to evolve the way we work?What’s driven this change?
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Why do we need to evolve the way we work?Technology.
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THEY HAVE DEFINED THE WAY BRANDS MUST PLAY ONLINE
DIGITAL PR MUST BE EARNED NOT BOUGHT
SOCIAL SIGNALS EQUALLY AS IMPORTANT AS BACKLINKS
UX FACTORS DIRECTLY IMPACTING RANKING
CONTENT MUST ANSWER USER NEED IN THE MOMENT
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Why do we need to evolve the way we work?Consumers.
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We could talk forever about the integration of Paid, Owned, Earned.
PAIDOWNED
EARNED ?
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We could talk forever about the integration of Paid, Owned, Earned.
Yes.(but it’s actually much simpler)
PAIDOWNED
EARNED
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WEBSITE
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social networks
100M
1.6B
550M
320M
300M
228M
WEBSITE
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social networks
wik
is
phot
os
100M
1.6B
550M
320M
300M
228M
51M
100M
400M
412M
WEBSITE
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social networks
wik
is
video
marketplaces
phot
os
100M
1.6B
550M
320M
300M
228M
51M
100M
400M
412M
23M
1B
170M
162M
270M
WEBSITE
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social networks
wik
is
gam
ing
tv
video
marketplaces
phot
os
100M
1.6B
550M
320M
300M
228M
51M
100M
400M
412M
48M
65M
125M
23M
20M
<5M
23M
1B
170M
162M
270M
WEBSITE
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social networks
app stores
wik
is
gam
ing
tv
video
marketplaces
phot
os
100M
1.6B
550M
320M
300M
228M
51M
100M
400M
1B
700M
50M
412M
48M
65M
125M
23M
20M
<5M
23M
1B
170M
162M
1B
200M
messengers
270M
WEBSITE
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RISE OF THE OWNED TOUCHPOINT
PaidOwnedEarned
2005
2015/16
In the last 10 years, Owned touchpoints have become a dominant element in a consumers brand experience
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As part of this journey we asked the question - what makes Performance Media performance media?
What is Performance Content?
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Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.
Audience: Brand media advertises to all
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Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.
Performance Content is more targeted
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Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.
Unaware
Unaware
Unaware
Considering Purchase
Considering PurchaseBuying
UnawareConsidering Purchase
Intent: Brand media advertises to all
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Audience – The ability to target our audience in a very focused way. Avoiding all of market targeting like traditional media.
Unaware
Unaware
Unaware
Unaware
Considering Purchase
Considering PurchaseBuying
Considering Purchase
Performance Content targets those that are closer to purchase
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Timeframe: Brand media seeks to gradually change behaviour
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Performance Content drives a short-term action
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STRUCTURING OUR APPROACH AROUND THE CX LOOP
UNAWARE AWARE
UNDERSTAND
PRODUCT RESEARCH
INFORM APPLY/BUY
INCREASE INVESTMENT
AUDIENCEEnsuring we understand who our audience are and what they want
INTENTFocusing on consumers who are closer to the point of conversion
TIMEFRAMEEnsuring we focus on the areas that will
drive an immediate action
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The Performance Content Mission StatementIn a world where both search engines and users expect a seamless and integrated digital brand experience, it’s no longer possible to successfully deliver each component of your content ecosystem in isolation. Every touch-point with your customer and every piece of content you provide, will play an increasingly important role in your success in digital.
We firmly believe that to deliver this success, it’s imperative a single team have a view of your brand experience across the entire content ecosystem. A team who live and breathe your content and notice the smallest inconsistencies a user would. A team who have a clear understanding of the value of content and how to measure its effectiveness.
We understand that it’s impossible for our team, or any team to own the entire content process. Instead, we want to help guide and integrate each component part through a performance focused lens. Carefully selecting and prioritising your investment in content into the areas that drive your business the most effectively.
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Platform Migration
Performance Optimisation
Graphic Design &
Production
Log File Analysis
Marketplace Optimisation
Information Architecture
Local Optimisation
Editorial Production
Measurement & Analytics
Data-Driven Content Planning
Content Audit
Conversion Rate
Optimisation
META Optimisation
UX Optimisation
& Testing
Content Marketing &
Digital PR
App Store Optimisation
STRATEGY ARCHITECTURE EXPERIENCE OPTIMISATION CONTENT MEASUREMENT
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Performance Planning
Performance Media
Performance Content
2016+