Content creation is hard. In spite of all the tools and data that marketers have available we still generate content which, after launch, doesn't always resonate with users and search engines in the way we'd hoped. During my talk, I dove into Aira's content generation process that's helped one client get over 100,000 organic search clicks by using a repeatable methodology based off thorough keyword research and content brief creation.

1. PINT-SIZEDMARKETINGGETTINGYOUNOTICEDONLINE
A Repeatable Content Generation Process
that Generated Over 100,000 Search Clicks
in Less Than 12 Months
November 2019
Marketing Meetup

2. @matthew_jkay |
8 weeks ago...

3. This guy was born!

4. He doesn’t always look so
happy...

5. He doesn’t always look so
happy...

6. @matthew_jkay |
As much as I love my newborn son, I’m quite looking
forward to this...

8. This evening though...

9. We’ll cover...
How we generated 105,000 organic clicks
in less than 12 months from zero for one
client in a pretty ‘boring’ ecommerce
space.

10. Let’s set the scene.

11. @matthew_jkay |
Large ecommerce client that sells a variety of electrical
components, equipment and tools within the fields of
engineering, automation and control.

12. @matthew_jkay |
We undertake link building for them.

13. @matthew_jkay |
But no links were built to any of these pages by Aira.

14. @matthew_jkay |
No technical SEO was carried out on any of these
pages.

15. @matthew_jkay |
For this project, we just created content for them.

16. @matthew_jkay |
So what does this process look like?

17. @matthew_jkay |
It’s based around this...

18. Marketing & sales
has changed

19. @matthew_jkay |
Consumers buy very differently now to
how they used to 20+ years ago.

20. @matthew_jkay |
Consumers 20+ years ago
Receive
Sales Call
Submit
Enquiry
Attend
Meeting

21. @matthew_jkay |
Conduct
Google Search
View
Web Page
See Social
Media Ad
Revisit
Website
Download
Guide
Receive
Email
Visit Service
Page
Submit
Enquiry
Consumers today

22. @matthew_jkay |
Why?
The internet.

23. @matthew_jkay |
“
”
70%of a buyer’s research is done before
they talk to a salesperson.
Aligned to Achieve

24. @matthew_jkay |
We must have appropriate content and tools that cater for
potential consumers at every stage of the buyer’s journey...
What does this mean?

25. @matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
What is the buyer's journey?
Prospect is experiencing and
expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly defined
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the defined
problem or opportunity
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a final
purchase decision

26. Most organisations focus here...

27. @matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
Decision stage focus
Prospect is experiencing and
Expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly defined
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the defined
problem or opportunity
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a final
purchase decision

28. @matthew_jkay |
96% of people who visit your website are not
ready to buy.
HubSpot
“
”

29. @matthew_jkay |
Decision
Stage
Our marketing activity often forgets these early stages
Prospect has now decided on their
solution strategy, method or
approach. Is compiling a long list of
all available vendors and products in
their given strategy. Is researching to
whittle the long list down to a short
list and ultimately make a final
purchase decision
Awareness
Stage
Consideration
Stage
Prospect is experiencing and
Expressing symptoms of a
problem or opportunity. Is doing
educational research to more clearly
understand, frame, and give a name
to their problem.
Prospect has now clearly defined
and given a name to their problem
or opportunity. Is committed to
researching and understanding all of
the available approaches and/or
methods to solving the defined
problem or opportunity

30. @matthew_jkay |
How do we target the 96%?

31. @matthew_jkay |
By creating content further up the funnel using a
data-led approach tailored to the buyer’s journey.

32. Let’s jump into an example.

33. @matthew_jkay |
We start with the buyer’s journey.

34. @matthew_jkay |
The topic: coaxial cables

35. @matthew_jkay |
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables

36. @matthew_jkay |
Thought process What is a coaxial cable?
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables

37. @matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables

38. @matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxial
cable
Awareness
Stage
Consideration
Stage
Decision
Stage
Example journey - coaxial cables

39. @matthew_jkay |
We combine this with search data...

40. @matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxial
cable
Search queries*
what is a coaxial cable
(590 p/m)
how does coaxial cable
work (50 p/m)
coaxial cable types
(320 p/m)
different types coaxial
cable (30 p/m)
rf coaxial cable
(210 p/m)
rf cable
(880 p/m)
Awareness
Stage
Consideration
Stage
Decision
Stage
...to come up with potential search terms.
*not exhaustive!

41. @matthew_jkay |
Then prioritise these search terms...
Keyword
volume
Potential
to rank
Keyword
importance

42. @matthew_jkay |
Thought process What is a coaxial cable?
What are the different
types of coaxial cables?
I need an RF coaxial
cable
Search queries
what is a coaxial cable
(590 p/m)
how does coaxial cable
work (50 p/m)
coaxial cable types
(320 p/m)
different types coaxial
cable (30 p/m)
rf coaxial cable
(210 p/m)
rf cable
(880 p/m)
On-site content Coaxial Cable Guide Coaxial Cable Guide
Coaxial Cables
[product page]
Awareness
Stage
Consideration
Stage
Decision
Stage
...to come up with potential on-site content

43. Tip: get input from sales & service teams...

44. @matthew_jkay |
What next?

45. @matthew_jkay |
We’ve got our list of keywords - we can then move
this to mapping them to existing site pages.

46. Keyword mapping

47. @matthew_jkay |
The remaining, unmapped keywords provide a
content gap analysis.

48. Content gap analysis

49. @matthew_jkay |
Need help with categorisation of keywords?

50. This might help...

51. This might help...

52. @matthew_jkay |
How to Automatically Categorise Keywords
for the Buyer’s Journey by Dan Brooks

53. @matthew_jkay |
Once we have this keyword mapping document,
we brief the copywriter(s).

54. Hey [name],
Please write an article on ‘coaxial cables’. Word
count should be around 1,000.
Let me know if you need anything else.
Thanks,
Matthew

55. @matthew_jkay |
Please raise your hands.

56. Hey [name],
Please write an article on ‘coaxial cables’.
Word count should be around 1,000.
Let me know if you need anything else.
Thanks,
Matthew

57. @matthew_jkay |
This is not a content brief.

58. @matthew_jkay |
This is not a content brief.
(you can put your hands down now)

59. @matthew_jkay |
Outputs are only as good as the briefs you are
given.

60. @matthew_jkay |
Terrible brief = terrible output.

61. @matthew_jkay |
Make your copywriter’s lives easier with content
briefs.

62. @matthew_jkay |
THIS is a content brief.

63. @matthew_jkay |

64. @matthew_jkay |
These are a PITA.

65. No not this.

66. @matthew_jkay |
But they include so much detail it’s hard for the
writers to go wrong.

67. @matthew_jkay |
Target keyphrases (with search volume)

68. @matthew_jkay |
On-page elements

69. @matthew_jkay |
Sections with headings and suggested keywords

70. Later versions have started to include more detail
● Article purpose
● Media formats
● FAQs - targeting people also asked
(PAA) snippets
● Any appropriate calls to action

71. @matthew_jkay |
Although there is lots here, it makes the results so
much stronger.

72. The content is then produced...
Finally, an SEO will scan over the written
content to check for any additional
optimisation opportunities before upload.

73. What were the outputs?

74. Coaxial cables
● 1.65m impressions
● 33,000 clicks
● Secured multiple PAA and featured
snippets

75. PTFE tape
● 750,000 impressions
● 11,000 clicks
● Secured multiple PAA and featured
snippets

76. ● 570,000 impressions
● 9,000 clicks
● Secured multiple PAA and featured
snippets (again!)
IP rating

77. Some tools to help you...

78. Moz Keyword Explorer

79. Ahrefs Keyword Explorer

80. SEMrush Keyword Magic Tool

81. Answer the Public

82. Alsoasked.com (alpha!)

83. Matthew Kay - Head of Operations
matthew.kay@aira.net
www.linkedin.com/in/matthewkay87
www.twitter.com/matthew_jkay

84. PINT-SIZEDMARKETING
Thank You