From the recent Figaro Digital Content Marketing seminar this session is all about content marketing and how it relies on the creation of quality content. Good quality content will get shared, linked, and will provide huge PR and SEO benefits, as well as direct traffic and conversions. But what is quality content? Ian Harris looks at the science behind what defines quality content from both a user perspective and also a Google / SEO perspective. Armed with the science behind quality, it is much easier for you to replicate it time and time again. You will see examples of this in action and take away some actionable insights into how to make your content marketing better.

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What is Quality Content
and How to Create it
Ian Harris

2. Agenda
What is quality content?
Example
What is ‘great content’?
How to create it?
Summary

3. Quality Content
Define ‘quality’
It makes our campaign a success
Define success
– Views
– Likes
– Conversions
– Links
– Sentiment

4. Example

5. Detail

6. Coverage

7. Coverage

8. Process
Idea
Build
Launch
Outreach
CNET, Daily Mail, Telegraph, Huff Post as ‘catalyst sites’
Geeky, techy, viral blogs – natural links
Over 400 natural inbound diverse links

9. Visitors
Initially, site had negligible traffic
From all sources

10. Traffic Breakdown
Big spike was referral traffic

11. Traffic Breakdown
Search?

12. Visibility

13. Why?
Inbound links

14. Value to the Business

15. Traffic breakdown
Search?

16. What is
Great Content?

17. Matt Cutts:

18. Google this week:
Don’t build links
But get links

19. Great
Content

20. Google Patent – July 2014
Score relative to purpose
Adverts on page may devalue,
dependent on purpose.
Factors based on purpose
Dwell time
Low quality signals
Trust
Site information
Site maintenance

21. Great
Content

22. Define Purpose
Awareness
Likes/shares
Conversions
Links
… and then measure

23. How do we go about it?
Idea
Plan and
Research
Creation
Launch
Promote

24. Idea (purpose: links)
Wynsors - Invisible shoes
Funny
Charity angle
Resource on site
Press and general interest

25. Plan and Research
Budget (£1000)
Agreement from client
Charity involvement
Big twitter accounts that may be receptive (nail varnish companies etc.)
Social element (pics of invisible shoes)

26. Creation

27. Launch
Engagement a week
before
PR prior to launch
Emailed journalists on
launch

28. Promote
Turn citations to links
Engage on Twitter
#Invisibleshoes at Newark Airport
Everyone’s been to @Wynsors_Shoes

29. Result
Lots of mentions
Lots of shares
Lots of traffic
Lots of links
Great content

30. Idea
Modern Rugs
Psychology of design
Informative
Specialist
Resource on site
General and specialist interest

31. Plan and Research
Budget (£ALOP)
Psychologist involvement
Needs to be specialist but accessible

32. Creation

33. Launch
Keep specialists informed
Tell other influencers (interior design, psychology)

34. Promote
Ongoing engagement
Follow up all contacts

35. Result
Good traffic
Quality links
Great content

36. Idea
Survey on mental health
Mental Health Week
Worst thing said to you?
Comment from experts
Imagery to portray answers

37. Plan and Research
Execute the survey
Find influencers online
Pick most shocking comments
Plan media list for press release

38. Creation

39. Launch
PR prior to launch
Emailed journalists on
launch
Timed with mental
Health Week

40. Result
Huffington, Buzzfeed, student publications
Lots of shares
On topic
Awareness
Very high authority links
Great content

41. Quality Content (my definition)
Sits on your site
Is valuable and sharable (rather than copyable)
Involves influencers in its creation
Has a local and national angle
Answers a question or entertains

42. Summary
Clarify Aims
Follow the Process
Measure the Success

43. Aims
If links is an aim …
unshackle your thinking

44. Email:
Tel:
Web: www.searchlaboratory.com
Twitter: @searchlabs
Contact details
Ian Harris
ian.harris@searchlaboratory.com
0113 2121211