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@JudithLewis @decabbit #LDLive2019
C o n t e n t M a r ke t i n g & S o c i a l A m p l i f i c a t i o n
@JudithLewis @decabbit
@JudithLewis @decabbit #LDLive2019
➡ CANADIAN
➡ Run DeCabbit Consultancy doing SEO, PPC, Social Media and integrated
marketing campaigns
➡ Online since 1985, online marketing since 1996
➡ Worked in-house within e-Commerce, Publishing & High Tech
➡ Have worked with GalaCoral, Google, Vapemate, NatWest/RBS, National
Gallery, CIPD, Fidelity, NBC Universal, Readers Digest, Bayer, Amadeus, AMD,
AmEx, TotalJobs, Virgin.com, Virgin Startup, Zopa, NSPCC, GE & more
➡ Contact: decabbit@gmail.com
AM IWhoObligatory slide !
Judith Lewis
@JudithLewis @decabbit #LDLive2019
Contextualising Social Media
@JudithLewis & @Decabbit
Contextualising Social Media
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
@JudithLewis @decabbit #LDLive2019
Some Stats
@JudithLewis @decabbit #LDLive2019
Twitter Users Are in Decline
@JudithLewis @decabbit #LDLive2019
Some Stats
@JudithLewis @decabbit #LDLive2019
Some Stats
@JudithLewis @decabbit #LDLive2019
Video Ads Are Good for Branding
@JudithLewis @decabbit #LDLive2019
29% of consumers are more likely to go to a competitor if they’re ignored on social
@JudithLewis @decabbit #LDLive2019
Let’s Talk About Content
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Content consumption has
changed
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Content has to be always available
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Often made understandable in
small chunks
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
And often consumed through flash briefings or
voice related formats
@JudithLewis @decabbit #LDLive201911/10/2019DeCabbit Presentation
So what’s the secret to good content creation?
@JudithLewis @decabbit #LDLive2019
Think Strategically
Which content brings in traffic?
Which content inspires action?
Which keywords should I
focus on?
Where can we
improve CTR?
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Know your Target
Audience
@JudithLewis @decabbit #LDLive2019
Persona Mapping is the First Step
Identify
• Personas –define concerns and understand motivations and needs
Questions
• What questions do your personas ask at each stage of the buying process?
Answers
• Develop a content plan that answers these questions
Map
• Map answers to stages in buying process and pair with keyword plan
Create
• Create keyword optimised sharable content that adds value and answers questions
@JudithLewis @decabbit #LDLive2019
Think About Possible Questions in Keywords
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Alexa -How many calories in a
glass of wine?
@JudithLewis @decabbit #LDLive2019
Google Featured Snippets
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Think About the Year in Advance
@JudithLewis @decabbit #LDLive2019
Mark all relevant holidays & releases
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit #LAC2018
Do Your Keyword Research
@JudithLewis @decabbit #LDLive2019
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Map everything outMap Content
Out
@JudithLewis @decabbit #LDLive2019
Content Calendar
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Measure the Right Things
@JudithLewis @decabbit #LDLive2019
“Likes” is not a valid KPI. Increased sales
within a target demographic could
be.
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Now Think & Promote
Differently
@JudithLewis @decabbit #LDLive2019
BuzzSumo – What Content Gets Shared
@JudithLewis @decabbit #LDLive2019
BuzzSumo – When is it Shared?
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
So how to guarantee the win?
@JudithLewis @decabbit #LDLive201911/10/2019DeCabbit Presentation
Featured Snippets come first
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Be a brand
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Spy on the competition
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Consider other channels
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Links rule
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Social Media Links Aren’t Changing Rankings
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
SERP CTR Does Matter
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
Tips
@JudithLewis @decabbit #LDLive2019
Tools
Social Promotion ToolsSocial Oomph (free & paid) for mass scheduling, etc.
Sendible (paid) for mass scheduling across platforms, assigning tasks, automating posting, complete overview
Hootsuite (paid)
Search ToolsSEMrush
Screaming Frog
Majestic
@JudithLewis @decabbit #LDLive2019
Summary of Actionable Tips
Revise code to include Schema
Optimise for answers to questionsbe clear what question you are answering
Identify alternate channels for marketing
Automate to a point but monitor manually at least every 3 days
Clicks on search results count
Links are essential
Don’t be tricked into thinking social links count as linksGoogle says they won’t use a signal to influence its search rankings unless they have high confidence in the meaning of that signal
@JudithLewis @decabbit #LDLive2019
Tips for Content Success
Think big (data)
Create engaging content
Use an editorial calendar with your topic seasonal cycles
Write powerful/engaging titles
Evergreen content means constant traffic
Emotional, controversial or useful content wins
Keep it simple
Socially promote all content
@JudithLewis @decabbit #LDLive2019
Actions Taken After Online Interaction
@JudithLewis @decabbit #LDLive2019@JudithLewis & @Decabbit
@JudithLewis @decabbit #LDLive2019
You Can Find Me Online
Twitter: @JudithLewis
@Decabbit
LinkedIn: http://uk.linkedin.com/in/judithlewis
Web: http://www.decabbit.com
Food Blog: http://MostlyAboutChocolate.com
HuffPost: http://www.huffingtonpost.co.uk/judith-lewis
SEO Blog: http://www.SEO-Chicks.com
ShideShare: http://www.slideshare.net/DeCabbit/
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