Why making your content relevant is ever more important
Defining what relevance means for your content plan
An example of actioning a content relevance plan
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Keyword placement Quality content
Rank-ability Share-ability
• Google now ranks websites in search based on the quality of the content presented, and its relevance to semantic search patterns
• Content ranking in search is now much more about social sharing, and the propensity for that content to be shared
A series of data driven content and targeting recommendations to inform the fundamental direction of communications strategy
AUDIENCE PROFILING DATA
The attributes (age range,
salary bracket, hobbies, media habits) of the
audience).
SEARCH DEMAND DATA
What people are searching
for
When they are searching
SOCIAL CONVERSATION DATA
What people are talking
about
Where they are talking
Who they are
Intent Modelling
2014: Where is demand
now?
2020: Where will demand
be?
• A topic may be in low demand now, but demand may be on the increase. This pinpoints areas that a brand can develop and own for the future in a currently uncompetitive space
HIGH 20%
MEDIUM 30%
LOW 50%
Commentators with: - Large fan bases - Influential fans with similarly large fan bases - References to relevant business topics - Links to relevant business material
CONTENT SEEDING
• Identify themes as to how XX can talk to and direct their audiences to correct content curation – what is the customer journey online?
• Inform structure of global desktop & mobile websites
• Identify key SEO insights
• Insights to inform how campaign content can be rolled out with correct themes and tonality
• Understanding of how our audience talk/view competitor brands online
• Understanding how people talk online about XX re-sellers
• Qualified ideas for content creation across key business areas
• Identification of influencers & key blogs/sites/social platforms
• Look for any insight on device preference (tablet/mobile vs. desktop)
• Behavioural insights for paid and natural content search
TECHNOLOGY COMPANY: Key Questions
Example Outcomes: • The products that are the most popular in terms of sales, are not necessarily the most
popular in terms of search intent. I’m losing sales share where it is avoidable with educative and offer led content
• Certain emerging technology trends offer new content areas to dominate, and intent doesn’t link a competitor to them yet
• Organic conversation about my products are occurring on social sites that I do not currently prioritise
• My social tone of voice must shift to maximise engagement with content
• I can identify specific areas where customers are looking for advice in high volumes, and focus content design on those areas for a consistent approach
• I can identify influencers and forums to prioritise in these areas, not spread bet
• I can design my website structure to answer real user journeys behind business problems, not product groups
• Customers search for information by company size in only 2 of my product categories