Content creation is hard. In spite of all the tools and data that marketers have available we still generate content which, after launch, doesn't always resonate with users and search engines in the way we'd hoped. During my talk, I dove into Aira's content generation process that's helped one client get over 100,000 organic search clicks by using a repeatable methodology based off thorough keyword research and content brief creation.
11. @matthew_jkay |
Large ecommerce client that sells a variety of electrical
components, equipment and tools within the ļ¬elds of
engineering, automation and control.
24. @matthew_jkay |
We must have appropriate content and tools that cater for
potential consumers at every stage of the buyerās journey...
What does this mean?
25. @matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
What is the buyer's journey?
Prospect is experiencing and
expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly deļ¬ned
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the deļ¬ned
problem or opportunity
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a ļ¬nal
purchase decision
27. @matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
Decision stage focus
Prospect is experiencing and
Expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly deļ¬ned
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the deļ¬ned
problem or opportunity
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a ļ¬nal
purchase decision
28. @matthew_jkay |
96% of people who visit your website are not
ready to buy.
HubSpot
ā
ā
29. @matthew_jkay |
Decision
Stage
Our marketing activity often forgets these early stages
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a ļ¬nal
purchase decision
Awareness
Stage
Consideration
Stage
Prospect is experiencing and
Expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly deļ¬ned
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the deļ¬ned
problem or opportunity
36. @matthew_jkay |
Thought process What is a coaxial cable?
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables
37. @matthew_jkay |
Thought process What is a coaxial cable?
What are the diļ¬erent
types of coaxial cables?
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables
38. @matthew_jkay |
Thought process What is a coaxial cable?
What are the diļ¬erent
types of coaxial cables?
I need an RF coaxial
cable
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables
40. @matthew_jkay |
Thought process What is a coaxial cable?
What are the diļ¬erent
types of coaxial cables?
I need an RF coaxial
cable
Search queries*
what is a coaxial cable
(590 p/m)
how does coaxial cable
work (50 p/m)
coaxial cable types
(320 p/m)
diļ¬erent types coaxial
cable (30 p/m)
rf coaxial cable
(210 p/m)
rf cable
(880 p/m)
Awareness
Stage
Consideration
Stage
Decision
Stage
...to come up with potential search terms.
*not exhaustive!
42. @matthew_jkay |
Thought process What is a coaxial cable?
What are the diļ¬erent
types of coaxial cables?
I need an RF coaxial
cable
Search queries
what is a coaxial cable
(590 p/m)
how does coaxial cable
work (50 p/m)
coaxial cable types
(320 p/m)
diļ¬erent types coaxial
cable (30 p/m)
rf coaxial cable
(210 p/m)
rf cable
(880 p/m)
On-site content Coaxial Cable Guide Coaxial Cable Guide
Coaxial Cables
[product page]
Awareness
Stage
Consideration
Stage
Decision
Stage
...to come up with potential on-site content
54. Hey [name],
Please write an article on ācoaxial cablesā. Word
count should be around 1,000.
Let me know if you need anything else.
Thanks,
Matthew
56. Hey [name],
Please write an article on ācoaxial cablesā.
Word count should be around 1,000.
Let me know if you need anything else.
Thanks,
Matthew
70. Later versions have started to include more detail
ā Article purpose
ā Media formats
ā FAQs - targeting people also asked
(PAA) snippets
ā Any appropriate calls to action
72. The content is then produced...
Finally, an SEO will scan over the written
content to check for any additional
optimisation opportunities before upload.