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Disruptive Technology: The Role of Content
Nick Suckley
November 2013
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1. Start with your consumer
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▸ What are the intractable problems that your customers face in doing their job ?
▸ Audit the content you’ve got in terms of quality, format and usefulness
▸ Start producing more things that will solve these problems
▸ If you can’t create great content then don’t bother
Checklist
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Matalan
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2. Trends and fads are different – figure out which one’s which
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Checklist
▸ Mandatory
▸ Your site (it’s your home)▸ Make sure your home is in order too▸ Youtube▸ Google +
▸ Niche Mandatories
▸ Linkedin▸ Reddit sub-community▸ Native advertising (eg Outbrain)
▸ Not important?
▸ Facebook▸ Twitter▸ Pintrest▸ …
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3. Where is Google heading next?
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Checklist
▸ Don’t get into an arms race with Google
▸ Successful companies will understand their customer and already building great content that solves their needs
▸ Make it easy for machines to understand and classify your content
▸ Next time you’re presented with a new technology ask yourself does this help my customers get what they need?
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This is what wrong looks like
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4. Making content accountable
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Checklist
▸ Don’t allow yourself to get knocked off course
▸ Set content production as a KPI (quality benchmark too)
▸ Good content will drive conversion – half the story
▸ Ask your team “in which ways is our content being used to drive sales?”
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Learning to love Google updates
▸ Building great content only improve your visibility and sales
▸ Investment. Spend continues to work even though SEO environment changes around you
▸ Sleep: you’ll sleep at night because your content is hitting targets and not falling off a cliff
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5. Commoditization of content and native advertising
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Thank You