why you should be putting visual content at the heart of your search strategy
TRANSCRIPT
Visual Content:Why this should be at the heart of your Search Marketing Strategy
Paul HillDirector, Stickyeyes
@Stickyeyes#masterclassing
Sticky what?With a name like Stickyeyes, we’ve got some explaining to do.
So what does it mean? Simple. When we started in 1998 onlyengaging content would keep your customers’ eyes stuck toyour website. Now it’s come full circle. This is how we improveawareness, increase traffic and inspire engagement to enhanceyour retention and conversion.
Google Phantom
Roadmap: Time on Site
Search: Stickyeyes Google Phantom
Roadmap: Bounce Rate
Search: Stickyeyes Google Phantom
Visual content is powerful,impactful and persuasive.
Sources: Nilsson & Pelger, 1994; Merieb & Hoehn, 2007
Anyone know what this is?
It’s this…
The Charge Of the Light Brigade, 1854
It’s no secret what people
Keep m
e inform
ed
Improve
my k
nowledge
Enter
tain m
e
Talk
to me l
ike a
real p
erson
Give m
e a pers
onal ser
vice
Give m
e rele
vant c
ontent
Inspire
me w
ith new
idea
s
Be part
of my d
aily r
outine
Help m
e orga
nize m
y life
05
1015202530354045
Perc
enta
ge
Source: Global Web Index UK baseline data
want from brands.
Source: Global Web Index UK baseline data
So all you have to do is give ‘emsome of that, right?
Everyone’s doing it.You HAVE to cut through.
When it’s good, visual contentis really powerful.
And when it’s bad…
Develop a process. Follow it.
Strategic Planning
DeploymentPreparation
ContentDelivery
MarketingCommunications
Measurement & Valuation
1
2
3
4
5
1. Strategy: What are you tryingto achieve here?
Get people talking?
Communicate personality?
Boost search rankings?
Incremental monthly clicks 3,550
Keyword coverage increased by 913
Position 1 for 62 keywords
Average ranking up from 101 to 20
Market share grown from 0% to 4.8%
OnStride – Results
0 100 200 300 400 500 600 700 800 900 10000
2,000
4,000
6,000
8,000
10,000
12,000poundstopock-
et.co.uk
peachy.co.uk
tescobank.com
easyloanscom-pany.co.uk
quickquid.co.uk
onstride.co.uksunny.co.uk
sainsburys-bank.co.uk
Non-Brand KW Set: 957 KWs
# Keywords
Max
Mon
thly
Clic
ksOnStride – KW’s & Traffic
2. Deployment preparation: Do your research.
Understand your audience.
Who are they?Where are they active?Why are they interested?When are they online?What do they want from you?
What are people doing online?Paid channels.
Source: Global Web Index; UK base
Research/find products
Research how to do things
Stay up-to-date
Stay in touch with friends
Inspiration/ideas
Entertainment
Education
Fill up spare time
Research for work
Update my friends
Organize my life
Share my opinion
0 10 20 30 40 50 60 70 80 90 100
Percentage
Awareness
Consideration
Conversion
Loyalty
Advocacy
Reach people & grab them:Off-site video, image-led social, PR-able visuals
Understand their journey.
Reasons to believeOn-site videos, infographics, visual tools
Turn interest into actionAmplified UGC, Slideshares, benefits videos, infographics
Reinforce and rewardVisual storytelling, image-led blogs, visual games, useful video
Encourage word-of-mouth recommendationImage-led social, curated UGC, visual storytelling, fun video
3. Content deployment: Ideation for visual content.
Steal like an artist.*
*HT to @AustinKleon for this nugget – read his book cos it’s awesome
What works in your industry?
What works in other industries?
What works beyond marketing?
4. Marketing communications: Visual content only works if it moves.
Bloggers / Vloggers
Journalists
Influencer Outreach
Media Relations
Bylined Articles
Syndication
Earned Paid
Owned
Biddable Media
Content Networks
Advertorials
Affiliates
Retargeting Networks
Display Network
Website
Organic Social
Paid social media
ATL
Know and use the right channels.
and aim for the sweet spot!
Maximuscle: The Protein Project.Owned channel: Website.
Gala: Ice Casino.Earned channel: Media.
5. Measurement & valuation: Did it do what you wanted it do?
Measure the right things
3 top takeaways
Humans are wired for visual content.
Use data, insight and creativity to cut through.
Measure, learn and iterate.
www.stickyeyes.com/contenttoolkit/
stickyeyes.com
@Stickyeyes#masterclassing
Thank you
Paul Hill Director