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Creating Blockbuster Content (SMX Advanced 2014)
The document discusses the shift in focus from quantity to quality in content creation influenced by Google's Panda update and social media changes. It emphasizes that quality is subjective, varies based on individual goals and engagement, and outlines strategies for producing high-quality content. Key elements include effective formatting, addressing buyer journeys, and removing obstacles that hinder content accessibility.
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Creating Blockbuster Content (SMX Advanced 2014)
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- 2. Quality > Quantity www.kairaymedia.com Before:More Content = More Success • Traffic, Links, Rankings, Signals • Just good enough standard
- 3. Quality > Quantity www.kairaymedia.com Now:Focus Shift Towards Real Quality (Too much content) • Google Panda was released in February 2011 (currently on V4). The change aimed to lower the rank of "low-quality sites" or "thin sites”.
- 4. Quality > Quantity www.kairaymedia.com Now:Focus Shift Towards Real Quality (Too much content) • Facebook Timeline Changes • Announces effort to show higher quality content - Aug 2013 • Determined by survey and signals • Introduces ‘story bumping’ – Aug 2013 • ‘we’re updating bumping to highlight stories with new comments.’ – Dec 2013 • Reduce Meme and 3rd Party Images – Dec 2013 • Reduce (penalize) Like-baiting content – Apr 2014 • Reduce automatic third-party shares and updates – May 2014
- 5. Quality > Quantity www.kairaymedia.com Future:Quality is Relative to You • Mobile Friendly • Loads Fast • Social signals • Author Rank • Engagement!
- 6. What is Quality? www.kairaymedia.com •Resourceful, Helpful, Interesting • Infographics, How-To Guides, Long Form Content
- 7. What is Quality? www.kairaymedia.com •Quality is in the eye of the reader • Quality varies from person to person • Quality is defined by your goals • Exceptions to the rule, don’t negate the rules
- 8. What Determines Quality? www.kairaymedia.com •Social Signals • Source / Author • Author Rank • Engagement Always been in our minds… Now coded
- 9. How to CreateQuality Content www.kairaymedia.com • Coming Up With Ideas • Determine What Works (Research) • Find the Balance • Be the Resource! • Expand Your Concept • Format • Remove the Roadblocks
- 10. Coming Up WithIdeas www.kairaymedia.com • What Sells? Profitable? • Then look to related popular topics • Keyword Research • Tools, Adwords, etc • Tags • Twitter, Facebook, Google+, Blogs, etc… • Search Engines • Best, Greatest, Top 10 (15,20,25,etc) • Social Sites • Reddit, Care2, Google+ • Include Everyone!
- 11. Determine What Works www.kairaymedia.com •Social Signals • Enagagement • Facebook, Google+, Twitter • Comments • Facebook, Google+, Site Content
- 12. Determine What Works www.kairaymedia.com •Inbound Links • Especially if you want natural links • Webmaster Tools (Bing & Google) • Moz, Technorati, etc • Google search URL or Title • Continue Testing • Review comments, signals, and analytics • Try new things
- 13. Find the Balance www.kairaymedia.com •Not Unrelated, Not Too Commercial
- 14. Be A Resource! www.kairaymedia.com •Solve a problem, question, or curiosity • Support forums • Customer reviews • Obvious gaps in industry
- 15. Be A Resource! www.kairaymedia.com •Buy process importance • 81% of US respondents indicated posts from their friends directly influenced their purchase decision ~ Forbes
- 16. Be A Resource! www.kairaymedia.com EvolvingBuy Cycle • Buyers are 66% to 90% done with buying process before visiting vendor ~ Forrester “Buyers of business products and services are online, in social channels, on YouTube, going to events, and evaluating options on their iPads and smartphones.”
- 17. Be A Resource! www.kairaymedia.com EvolvingBuy Cycle The buyer’s journey looks a lot more like this than the linear models (e.g., the funnel) that we usually use as a graphical representation.
- 18. Expand Your Concept www.kairaymedia.com ItCan Always Be Better! •More to the story? •Happened before? •Does it relate to current events? •Unanswered questions? •Quick Search and Social lookup •Add quotes and references •Link out to related information Be at least a little better than the competition.
- 19. Format www.kairaymedia.com • Provide Quotable,Shareable, Linkable Text Excerpts
- 20. Format www.kairaymedia.com • Break Paragraphsfor Easy Skimming • One idea per paragraph
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- 22. Format www.kairaymedia.com • Use Imagesto: • Summarize Concepts • Break Up Content • Provide Something to Share in Social
- 23. Format www.kairaymedia.com • Check MobileView • Can they read it? • Can they share it? • mobiletest.me • Check Load Speed • developers.google.com/spee d/pagespeed/insights/
- 24. Remove the Roadblocks www.kairaymedia.com •Avoid (When Possible) • Anything Audible
- 25. Remove the Roadblocks www.kairaymedia.com •Avoid (When Possible) • Commercial Elements • Shopping Cart Buttons • Navigational / Categories • Large Contact Numbers • Referral based?
- 26. Remove the Roadblocks www.kairaymedia.com •Pop-ups • Signups, Follow Us, Advertisements • Know your audience
- 27. Remove the Roadblocks www.kairaymedia.com •Outdated Features • Calendar, Tag Cloud, Counters, Old Social Buttons • Distractions from Content • Ads in content
- 28. TL;DR www.kairaymedia.com • Understand theevolution of content • Not a checklist anymore • What is Quality and How is it Determined • Know the Authority signals • Content Creation • Coming up with ideas • What works • Be a resource! • Format • Remove the Roadblocks
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