Content Marketing Masters: Guerrilla User Testing Content Marketing - Stephen Kenwright

Content Marketing

@stekenwright | #CMMasters15 | 28th May 15

Stephen Kenwright | Head of Search @Branded_3

Brand

Customer

Offer

Respond

Convert

All marketing used to look like this

Brand

Customer Moment

Relevance

Engage

This is what content marketing should look like

There are some big players in content marketing

…but they’re not invincible

It’s time for us to look deeper than data

User signals top Searchmetrics’ 2014 ranking factors

…because UX is what Google really cares about

So add ‘Designer’ to the list of jobs SEOs do now

Think Google doesn’t measure the exact same thing?

They don’t just measure it…

…and they’re not just doing it

Return to SERPs =

We know all about click through rates

Source: NetBooster

So when you rank check 125,000 keywords a day

You can estimate the keyword traffic you’re getting…

…and start to understand where users traffic goes

125,000 keywords = 200,000,000 position changes…

You can understand where traffic changes hands

…and where it doesn’t

But Click Through Rate is easy to scale

Google uses UX to ‘improve’ searches so…

UX isn’t just for designers…

What is the most important factor in the design of a website?

The website makes it easy for me to find what I want

The website offers a cutting edge interactive experience

The website has a beautiful appearance

Other

First, we have to know where we need content

…but how do you find out what users want?

Google Analytics

Social Listening

Market Research

Hitwise

Existing Contacts

‘Instinct is always a great starting point and data is often incredibly powerful but qualitative research, the beliefs, attitudes and stories of real people, told directly to the planner is the umbilical cord between

agency and consumer.’Richard Huntington / @adliterate

Econsultancy User Experience Survey Report 2013

Guerrilla testing is cheap, so why is it last priority?

‘…low cost method of user testing…

…‘guerrilla’ refers to its ‘out in the wild’ style, in the fact that it can be conducted anywhere…

…output is typically ‘qualitative’ so insight is often rich and detailed.’

GOV.UK

What is guerrilla user testing?

What you need: ~5 volunteers

Silverback for Mac (2.0 is free) silverbackapp.com

UX Recorder for iOS ($59.99) uxrecorder.com

Camtasia for PC (£236)techsmith.com/camtasia

What you need: cheap software

What you need: a quiet room

Scenario:

What you need: a task

Let’s look at the content marketing case study

The UK’s biggest breakdown cover providers

…and how much keyword search traffic they get

Expertise

Authority

Trust

What do Google’s search quality raters look for?

Source: BrandAsset Valuator (BAV) 2014

# Brand

1 The AA

2 The Post Office

3 Boots

4 Google

5 Johnson's Baby

6 Fairy

7 RAC

8 Marks & Spencer

9 Dulux

10 Kellogg's Corn Flakes

It doesn’t matter if you’re the most trusted brand

It doesn’t matter if you have more links

It doesn’t matter if you have better links

If you don’t add to the user experience with content

…and someone else does

Thin content ≠ low word count

How to format content for the web

…what most web content looks like

…because this is how users read web content

It’s time to look at your (content) team

Source: Getty

You can’t win playing only goalkeepers and strikers

Source: Goal.com

How are you going to feed the funnel?

Source: GettySource: Goal.com

Awareness

Consideration

Conversion

Googlebot falls out of the funnel just like users do

Thank you!@stekenwright

[email protected]