Date post: | 07-Jul-2015 |
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Marketing |
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@hannah_bo_banna
@hannah_bo_bannaharder, better, faster, strongerour work is never over
@hannah_bo_banna
@hannah_bo_banna
harder
@hannah_bo_banna
seo is harder than it used to be
@hannah_bo_banna
2011 - crackdown on ‘thin’ content
@hannah_bo_banna
2012 - crackdown on ‘low quality’ links
@hannah_bo_banna
2013 - moving from indexing to understanding
@hannah_bo_banna
fast forward to today: search queries which shouldn’t work,
do work
@hannah_bo_banna
@hannah_bo_banna
this could be bad news if you’re a publisher
@hannah_bo_banna
@hannah_bo_banna
as google get smarter, publishers are getting an increasingly raw deal
@hannah_bo_banna
@hannah_bo_banna
but we’re not just seeing this for informational queries
@hannah_bo_banna
we’re also seeing Google’s proprietary products for generic transactional queries
@hannah_bo_banna
SkyScanner rank 1st
this is the fold
@hannah_bo_banna
it’s getting to the point that in order to survive you need to be a brand
@hannah_bo_banna
@hannah_bo_banna
but in some instances even that might not be enough
@hannah_bo_banna
MoneySuperMarket’s organic listing is
above the fold - but Google are being very
aggressive
@hannah_bo_banna
nevertheless organic search is still an important channel & brands still want to rank
@hannah_bo_banna
they also want to decrease their reliance on search and gain traffic from other sources
@hannah_bo_banna
to help them rank we need to get them links
@hannah_bo_banna
if they’re great links, they’ll also send traffic
@hannah_bo_banna
plus, if we create things which people want to share we’ll also get traffic from social sites
@hannah_bo_banna
so all we need to do is create some content
sounds pretty easy, right?
@hannah_bo_banna
it really isn’t easy
@hannah_bo_banna
it’s tough & it’s getting tougher
@hannah_bo_banna
Feb 2012: 400 LRDs 1194 facebook ‘likes’ 1943 tweets
@hannah_bo_banna
you may see your efforts becoming less effective over time
@hannah_bo_banna
Oct 2013: 93 LRDs 187 facebook ‘likes’ 619 tweets
@hannah_bo_banna
getting content to work for you is hard today& it’s likely to get even harder in the future
@hannah_bo_banna
challenge accepted
@hannah_bo_banna
so, we’ve covered off ‘harder’
@hannah_bo_banna
better
@hannah_bo_banna
publishing is changing
@hannah_bo_banna
today we have publishers that curate, rather than create
@hannah_bo_banna
@hannah_bo_banna
then this happened
@hannah_bo_banna
this corporate blog stopped letting their awkward CEO post lame stuff
& skipped straight to awesome
this probably isn’t true, but writing headlines like this is kind of fun
@hannah_bo_banna
@hannah_bo_banna
by replicating the upworthy model this pet food retailer blog
attracted 20m unique visitors in June 2014
http://dis.tl/PetFlow-WSJ
@hannah_bo_banna
what happened next will blow your mind
yeah, so that’s hyperbolic in the extreme, I’ll stop now
@hannah_bo_banna
today this is a stand-alone media business selling banners & content recommendation ads
http://dis.tl/PetFlow-WSJ
@hannah_bo_banna
@hannah_bo_banna
in a similar fashion we have publishers creating sub-brands(which are pretty divorced from the parent brand)
@hannah_bo_banna
this british newspaper established in 1903...
@hannah_bo_banna
@hannah_bo_banna
has created a ‘buzzfeed’ style sub-brand to reach new audiences
@hannah_bo_banna
@hannah_bo_banna
whilst this is interesting, this isn’t a great solution for many brands
@hannah_bo_banna
the vast majority of clients ask for this:
@hannah_bo_banna
get us links!
@hannah_bo_banna
or more accurately
@hannah_bo_banna
get us press coverage& exposure on sites our target audience read
(oh & social shares would be nice too)
@hannah_bo_banna
if you want coverage on other sites, you need to create things those sites will want to cover
@hannah_bo_banna
not curate stuff with clickbait headlines
@hannah_bo_banna
& those quizzes don’t always get as many links as you’d hope
@hannah_bo_banna
945k facebook ‘likes’ 4.3k tweets 75 LRDs
@hannah_bo_banna
that’s still reasonably impressive & I don’t imagine they’re shooting for links
but
if you are shooting for links then this might not be the way to go
@hannah_bo_banna
50k facebook ‘likes’ 1.6k tweets 54 LRDs
@hannah_bo_banna
it did generate 365k visits to the site& the client was happy
@hannah_bo_banna
this also happened
@hannah_bo_banna
@hannah_bo_banna
but how do we do things better?
@hannah_bo_banna
reactive real-time
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
the takeaway here is not:‘you need a bit of luck’
@hannah_bo_banna
the takeaway here is:‘be ready, willing & able to take advantage of opportunities
as & when they arise’
@hannah_bo_banna
if @Arbys hadn’t tweeted thatsomeone else probably would have
& they wouldn’t have benefitted
@hannah_bo_banna
whilst you should put processes in place to allow you to do this,
it’s probably not enough by itself
@hannah_bo_banna
what’s better?
@hannah_bo_banna
planned real-time
@hannah_bo_banna
when oreo turned 100, they created100 pieces of content
over 100 days
@hannah_bo_banna
@hannah_bo_banna
the campaign got over 1m facebook ‘likes’& thousands of pieces of press coverage
@hannah_bo_banna
this highly topical content put thecookie the centre of people’s conversations
without being self-serving
@hannah_bo_banna
what if you’re not a well known brand?
@hannah_bo_banna
ads that don’t feel like ads
@hannah_bo_bannahttp://dis.tl/wren-kiss
@hannah_bo_banna
my desire was to create something that was interesting to people beyond a fashion angle...
Melissa Coker - Wren
@hannah_bo_banna
[it’s] an interesting film that exists on its own, rather than something that feels like a commercial...
Melissa Coker - Wren
@hannah_bo_banna
92m YouTube views& coverage from over 1300 sites
@hannah_bo_banna
but that’s all content someone else has created… what about content we’ve created?
@hannah_bo_banna
content which breaks news
@hannah_bo_banna
961 LRDs 102k facebook ‘likes’ 4.4k tweets
@hannah_bo_banna
we made this to appeal to music fans& music journalists
@hannah_bo_banna
we think publishers covered it because it was a great story
@hannah_bo_banna
wait, what?
@hannah_bo_banna
we think that people shared it because it allowed them to express their opinions
@hannah_bo_banna
content which supports existing editorial
@hannah_bo_banna
@hannah_bo_banna
308 LRDs 2.2k facebook ‘likes’ 1.3k tweets
@hannah_bo_banna
we made this to appeal to the startup community (& tech journalists)
@hannah_bo_banna
we think publishers covered it because it supported the WhatsApp acquisition story
@hannah_bo_banna
content people ‘look good’ sharing
@hannah_bo_banna
354 LRDs 19,4k facebook ‘likes’ 6.5k tweets
@hannah_bo_banna
we made this to appeal to people working in the creative industry
@hannah_bo_banna
we think publishers covered it because creativity is a hot topic
and
the piece has impact because the people featured have devoted fans
@hannah_bo_banna
we think people shared this because it:
made them look smartand/or
made them look interested & interestingand/or
made them look literary
@hannah_bo_banna
so we’ve covered off‘harder’ & ‘better’
@hannah_bo_banna
faster
@hannah_bo_banna
I’m not necessarily saying we need to create content fasteror
find ways to ‘scale’
@hannah_bo_banna
an obsession with scaling is where we went wrong before
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
but we are playing catch up in some areas& we need to get better, faster
@hannah_bo_banna
the new normal
@hannah_bo_banna
if you’re *still* ignoring mobileyou will be screwed
@hannah_bo_banna
there will be more mobile search queries than desktop search queries
this year
@hannah_bo_banna
here’s google’s response
@hannah_bo_banna
towards the end of last year we launched some pretty big design improvements for search on
mobile and tablet devices...
John Wiley, Google
http://dis.tl/john-wiley
@hannah_bo_banna
today we've carried over several of those changes to the desktop experience
John Wiley, Google
http://dis.tl/john-wiley
@hannah_bo_banna
google are going mobile first
@hannah_bo_banna
and there’s this
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
but it’s not just search;social is mobile
@hannah_bo_banna
77% of users access facebook via their mobile
http://dis.tl/fb-mobile-users
@hannah_bo_banna
80% of users access twitter via their mobile
http://dis.tl/twitter-mobile-users
@hannah_bo_banna
if you’re creating content that’s designed to be shared
@hannah_bo_banna
you need to design it mobile first
@hannah_bo_banna
understanding the power of ideas,as opposed to thinking in formats
@hannah_bo_banna
an idea is a novel combination of previously unconnected elements
in a way which adds value
@hannah_bo_banna
this is tricky to parse so let’s shoot straight to an example
@hannah_bo_bannahttp://dis.tl/axis-chords
@hannah_bo_banna
ever wondered why all pop songs sound the same?
@hannah_bo_banna
they all use the same four chords
@hannah_bo_banna
they could have just created a list of all the songs that use the same 4 chords
@hannah_bo_banna
meh
@hannah_bo_banna
but it’s not until you hear itthat you really get it
@hannah_bo_banna
why do pop songs sound the same?
they use the same 4 chords
bring it to life with a mash up
combining previously
unconnected elements
execute in a way that adds value
@hannah_bo_banna
an video is not an ideait’s a format
@hannah_bo_banna
an infographic is not an ideait’s a format
@hannah_bo_banna
you need a great idea
@hannah_bo_banna
then you need to communicate the idea by using an appropriate format
@hannah_bo_banna
but focus on the idea first
@hannah_bo_banna
further reading:
how to produce content people will sharehttp://dis.tl/MJ-share
how to produce better content ideashttp://dis.tl/MJ-idea
lessons in virality from axl rosehttp://dis.tl/HS-axl
@hannah_bo_banna
pitching for bigger budgets
@hannah_bo_banna
@hannah_bo_banna
the worst thing we ever did was claim organic search traffic was ‘free’
@hannah_bo_banna
we then made similarly foolhardy claims about social traffic
@hannah_bo_banna
we need to stop positioning what we do as ‘free’ or ‘cheap’
@hannah_bo_banna
cheap is rarely synonymous with great
@hannah_bo_banna
& in order to gain traction the content you’ll need to create
will require bigger budgets
@hannah_bo_banna
so don’t sell yourself short
@hannah_bo_banna
so we’ve covered off‘harder’, ‘better’ & ‘faster’
@hannah_bo_banna
stronger
@hannah_bo_banna
how has this affected how we work at distilled today?
@hannah_bo_banna
we’re trying to create things that
break newsand/or
support existing editorialand/or
people ‘look good’ sharing
@hannah_bo_banna
we’re seeing success with that approach
@hannah_bo_banna
& it’s opening doors for us
@hannah_bo_banna
we’re getting access to people higher up in the organisations which we work with
@hannah_bo_banna
& we’re able to do better work as a result
@hannah_bo_banna
I believe that those in the search industry today are in a great position for the future
@hannah_bo_banna
those currently chasing our tails have not evolved much in the past 70 years
@hannah_bo_banna
whereas we’ve evolved to the extent that we’re barely recognisable
@hannah_bo_banna
& we’ll continue to evolve
@hannah_bo_banna
our work is never over
@hannah_bo_banna
good luck out there x
@hannah_bo_banna
thank you ☺
@hannah_bo_banna
Hannah SmithContent Strategist, Distilled
caffeine addict; book worm; would really like a unicorn...
send cat pictures or questions to:
credits
Images:daft punk - http://www.gq.com/images/style/2013/05/daft-punk/daft-punk-630.jpgpanda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/penguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hoveringhydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink-from-a-fire-hydrant-pic/filter bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/daily mirror - https://pbs.twimg.com/media/B2Rj9mQCEAEc8WC.jpgpharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140
future of marketing - https://plus.google.com/112310499813770104747/posts/JBesS2cnAGodanbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3