2. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
A Little Housekeeping...
3. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Medical Issues
4. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Fire
5. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
6. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
7. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira
8. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira
Been working in digital
for around 9 years
9. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Who Am I?
I’m an SEO
I work for Aira
Been working in digital
for around 9 years
Wanted a local meet-up
in MK
10. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
11. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
12. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
13. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
14. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social
15. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social
Content/Digital PR
16. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
What Is MK Search?
Local digital marketing meet-up
SEO
PPC
Paid Social
Content/Digital PR
Local Businesses
18. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Tonight’s Speakers!
Hannah Butcher
Content Marketing
Manager - Koozai
How To Prioritise Your
Content Strategy
19. The Galleon Pub, Milton Keynes, MK12 5NL @SearchMK #MKSearch
Tonight’s Speakers!
Ross Tavendale
MD - Type A Media
How To Use Your
Companies Data To
Generate Content
21. Hannah Butcher
Find me on Twitter: @HannahFButcher
Join the conversation: #MKSearch
Where I work: Koozai
My job: Content Marketing Manager
22. 1
2
4
3
WHAT WE’LL COVER TODAY:
When to implement a content strategy
Why you need a robust content plan
How to decide what needs to go in it
What should go where, and when
@HannahFButcher
24. “Content strategy refers to the
management of pretty much any
tangible media that you create and
own: written, visual, downloadable
... you name it.”
Justin McGill, Hubspot
WHAT IS A CONTENT STRATEGY?
@HannahFButcherhttps://blog.hubspot.com/marketing/content-marketing-plan
28. When is the auditing
phase?
• New role
• New client
• New marketing plan
• New budget allocation
• Whenever content isn’t “working”
@HannahFButcher
51. Some tools to help you on your way:
• Google Analytics
52. Some tools to help you on your way:
• Google Search Console
@HannahFButcher
53. Some tools to help you on your way:
• Google Search Console
@HannahFButcher
54. Some tools to help you on your way:
• Screaming Frog
@HannahFButcher
55. Some (more) tools to help you on your way:
• URL Profiler (duplicate content check)
• https://majestic.com/ (links)
• Buzzsumo (shares & links)
• Answer the Public (topics & questions)
• ahrefs.com (links & content)
@HannahFButcher
56. Another tip:
• I often make a content inventory with all site URLs and add
in all other quantitative measures using a host of vlookups
57. WHY YOU NEED A ROBUST CONTENT
PLAN
@HannahFButcher
58. Here are just a few reasons why a content plan is a good idea:
@HannahFButcher
59. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
@HannahFButcher
60. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
@HannahFButcher
61. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
@HannahFButcher
62. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
• Everyone will understand their remit
@HannahFButcher
63. Here are just a few reasons why a content plan is a good idea:
• It holds you accountable to deadlines
• It helps you to stay on budget
• You can work better with other teams
• Everyone will understand their remit
• It makes you consider your audiences
@HannahFButcher
64. It also stops you from creating
content, just because “Content is
King” or whatever…
@HannahFButcher
65. Hi, The Body Shop
I’m looking at you!
@HannahFButcher
69. @HannahFButcher
What are the benefits of banana for your hair?
• Banana leaves you feeling fresh and nourished
• Banana makes you smell “irresistibly fruity”
70. This is just content churn!
“Hey, we sell products with a banana ingredient, we should
write about bananas.”
“Great! Whip something up in 5 minutes.”
71. It’s a poor resource & will probably just get
deleted later on.
75. This makes me want to yawn or cry.
“Create an article using some of our keywords!”
“I’ll shove some together and create something that nobody
will want to click and read.”
76. HOW TO DECIDE WHAT GOES IN YOUR
CONTENT PLAN
@HannahFButcher
90. Create a roadmap;
it helps to see how many projects you can feasibly take on in
one go, and will give you deadlines to work towards
@HannahFButcher
91. Get buy in;
don’t spend time working on content if it is unlikely to get
signed off, uploaded, or significantly adapted
@HannahFButcher
92. Be flexible;
always allow for some contingency time as something may
come up that you need to address quickly
@HannahFButcher
93. Work across teams;
you may have some great concepts, but will they need input
from others? Think keyword research, gap analysis, and
content promotion
@HannahFButcher
94. Outsourcing – yes or
no?
ideas can suddenly become more expensive at the creation
phase, and amends can take longer than you expect. Simplify
concepts wherever you can.
@HannahFButcher
127. Ideation Framework
IDENTITY UTILITY SOCIAL INFORMATION
Gender Calculator Politics
Age Maps Work
Location Formula Lifestyle
Affinity to a sport, TV show,
computer game
Table of data Health
128. Drill down-ability for multiple headlines
Broad appeal
GAMERS
Niche
CONSOLE
Community
N64
Fanatic
MARIO
KART
“Gamers sitting on an
average of £30k of assets”
“Got an original SNES? It
could be worth more than
your car”
“The minecraft generation
wealthier than the N64
generation”
“Mario Kart pros,
richest amongst
peers study
reveals”
172. Is this dataset newsworthy?
Are there any headlines
in there?
173. Google
Data Studio
datastudio.google.com
“Turn your data into
compelling stories of
data visualization art.
Quickly build
interactive reports and
dashboards with Data
Studio’s web based
reporting tools.”
194. Gorkana has RSS feed
of all journalists
headlines
Scrape & pull the
entities
GORKANA
195. Guess the journalist
Entity Salience
Sentiment
Score
Sentiment
Magnitude
Number of
mentions
football 0.7 0.6 0.9 42
sport 0.45 0.1 1.0 62
manchester
united
0.64 0.3 0.9 56
FA cup 0.54 1.0 0.9 16
Wolves 0.94 0.7 0.6 75
Ole Gunnar
Solskjær
0.44 0.5 0.3 89
Match 0.79 0.5 0.7 93
card 0.08 0.7 0.6 82