5. Every brand is unique:
● Unique data
● Unique business offering, objectives and concerns
● Unique customer needs
But their primary objective remains the same:
● Help the consumer succeed
Not every brand needs to be Red Bull
6. ● Media is more fragmented than ever.
● The consumer’s attention is harder to get.
● Paid media costs are not going down
anytime soon.
Still, brands must now more than ever become
the media
Brands need to find ways
to occupy more share of
voice, develop their own
presence and reduce the
the dependence for paid
media.
7. Focus on the right content objectives
Hero
Hub
Help
Large-scale events designed to develop
global brand awareness and branding
(big budget).
Content you push regularly through social
media to stimulate interest.
Content that consumers actively
search for in search engines.
ENTERTAIN
5%
INSPIRE
20%
EDUCATE AND
CONVINCE
75%
8. Maximise the value
of your content
● Our job, as marketers, is not to create
more content. This was never the case.
● It's about creating the minimum content
that will have the maximum impact on the
behavior of your consumers.
● For this to happen your content must be
valuable, useful, convincing, different: it
needs to be intelligent.
10. Search is at the heart of modern marketing
iProspect’s convergent philosophy puts
search at the heart of content and context
With the right search insights, you can
identify the right content that consumers
are seeking.
Content is KING…Context is QUEEN
(and Authority is GOD!)
Channels
Messaging
Social
Experiences
Offers &
Incentives
Content Type
Search
11. Leveraging data to produce intelligent content
Identify consumer intent and needs
with a data-centric approach.
1. Plan and create
Place content in front of the most relevant consumers
using organic and paid channels.
2. Activate and amplify
Develop a good allocation model to measure the real
impact of your content and identify which search
tactics performed best.
3. Measure and iterate
13. 1. Intelligent content starts with a good keyword
research
Use search to get insights & data as to what
content consumers want:
1. Create an in-depth keyword research and
identify user intent.
2. Look at your top 3 competitors, identify their
top keywords and their positioning.
14. 2. Know the top 3 search intent categories
Navigational Informational Transactional
General keywords that tell us what
subjects consumers are interested in,
without giving us an idea of their
intention to buy or convert.
The searcher is in the inquiry phase
and is trying to find a particular piece
of information using keywords related
to products, characteristics, or
comparison.
Keywords (often branded) used at the
end of the course, when consumers
are about to make their purchase
decision. (Price, availability)
Ex: IT career path Ex: IT specialist salary Ex: IT jobs downtown montreal
15. 3. Answer the most FAQs for each relevant stage
of the consumer journey
Understanding the questions that users ask can
help us map the consumer journey specific to
the vertical and category.
Why. How. What. Where. When. Who.
Why is a software engineer so well paid ?
How much does a software engineer make?
What software engineering school to choose?
Where to find software engineer jobs in Toronto?
When are software firms hosting recruiting events?
16. 4. Associate keyword themes at each stage of
the consumer journey
After conducting a keyword research and looking at the keyword competitiveness, we begin to
construct keyword themes that represent each of the different stages of the consumer decision
process.
1. Buy a lawn
mower
5.Make a
purchase
7. Lawn
Mower
upkeep
6. How
to use
a lawn
mower
3. Compare
prices
2. Look
at
brands
4. Find
a store
Example in retail:
17. 5. Analyze the relevance of each theme
1. Audience 2. Brand Assets
Identify the potential demand for relevant keyword themes
through search insights:
● Search volume
● Seasonality
Evaluate content that is currently available and those that
have the potential to become popular.
3. Competition 4. Business objectives
Identify your content performance and the competition’s
current content through competitor insights.
Align the content strategy with the search strategy and
business objectives.
● Competition level
18. 6. Regroup all insights into a content opportunity
graph
Search Demand
(Total search volume)
Content Relevance
(Content gap analysis)
Randstad Priorities
(Profitability)
Content Popularity
Avg. rankings
20. Where to publish your content?
On-site Off-site
- Develop your brand's authority
- Develop your SEO authority
- Better control of content
- Better control on conversion flow
- Better control on measurement
- Greater audience potential
- Develop your brand reputation
- Develop your off-site SEO signals
(links, mentions)
21. 5 steps to intelligent content amplification
1
2
3
4
5
Optimize your content for search engines through search insights
Adapt your “master” content for your different audiences
Distribute content natively to (engagement)
Amplify content through social media
Take advantage of the audiences generated from the content for retargeting
22. Example
INTELLIGENT CONTENT
PUBLISHERS (NATIVE MEDIA) SOCIAL MEDIA
1. Platforms
2. Messages
3. Audiences
SEARCH ENGINES
Autres
Message 1 Message 2
Audience
2nd party 1
Audience
2nd party 2
Message 1 Message 2
Custom
audience
1
Custom
audience
2
Message 1 Message 2
Audience
1
Audience
2
4. Retargeting
24. Measure performance and ROI
Organic
traffic
increase of
optimized
category
Strong
engagement
with content
Incremental
category
revenue
growth
Keyword
ranking
evolution
+ +
+
Acquired links
and social
shares of
content
created/
optimized
25. The full value of content
Digital brand
content Popularity +
Branding
Most content
models stops here
Content
adapted
according to
publisher
site
Content
reshared
via content
amplification
Generated
audiences for
retargeting
Full value
of content
Use Social Media for content amplificationUse Search for content insights
29. Our challenge
To grow beyond the job boards:
● You spend once and it’s all
gone.
● That’s where all our
competitors are and we want
to play in a bigger space.
● We learned through research
that the best candidates are
not on job boards.
30. Using paid media while we develop the
intelligent content strategy
Branded, highly-targeted short term
campaigns to gain traffic and applicants in
key job categories.
Also helps us better understand the
keywords that we want to use in the
content strategy.
31. 1. Plan and create
Keyword and audience research
We conducted with iProspect a extensive
keyword research to map keywords to the
consumer journey and identify the most important
themes for us.
Persona development: Data powered insights
from our first party data, and iProspect third party
data (CCS Planner, AMNET Audience center)
Inform the content creation team with insights
on topics + prioritize content creation and
promotion.
32. 2. Activate and amplify
Consumer experience optimisation
● Mobile-First strategy
● Content creation based on SEO
research
● Translated the content to French with
SEO-friendliness in mind to reach all
Canadians
33. 2. Activate and amplify
Authority building through intelligent content
Building mentions, links and discussion
around truly useful content in content
association with publishers.
● Salary guides (Hot Jobs) +
landing page optimisation (4x the
numbers of downloads)
● Whitepaper content repurposed
for publishers platforms. (Native
SEO)
34. 3. Measure and iterate
The results
● Implemented a content attribution model to
measure the full value of content.
● Allows synergy between the tactics, look
at as a whole program.
The results:
● 3x mobile traffic
● 2x organic traffic from local searches
● 1200% increase of organic traffic for Hot Jobs
● 4x the number of downloads of whitepapers
35. Conclusion
Brands need to find ways to occupy more share of voice, develop
their owned media presence and reduce the the dependence for
paid media.
1
When creating your content, identify the consumer's intent and
needs with a data-centric approach.
2
Repurpose your content according to your different audiences and
place them in front of the most relevant consumers via the organic
and paid channels.
3
Measure the performance of your content with a model that takes
into account the total value of the content.
4