How do you produce creative, consistent content and not content clutter? How do you develop your Content Marketing so that it doesn't fall flat, but instead takes your online marketing to the next level? This presentation, delivered by Paul Jackson at Brighton SEO conference in 2015, takes you through how you can approach Content Marketing in a way that will deliver the outcomes you need, with a simple process for creating content and keeping consistency.

1. Creative &
Consistent
Messaging
vs
Content
Clutter

2. In case you missed the talk…
There’s a lot of great content out there, and we rely on it more and more.
E.g. this valuable, user-focused piece for a wedding photographer:

3. “Nikon D800 replacement imminent”
In case you missed the talk…
There’s also a lot of ‘content clutter’ – content for the sake of content
E.g. this piece from another wedding photographer that would only be of interest to other
photographers, and not his target audience:

4. In case you missed the talk…
So, when we search online, open our email inbox, or look for answers on a website, we’re faced
with having to pick through the content clutter and it’s difficult to find the quality content

5. Why Create,
Publish &
Distribute
Content?
In case you missed the talk…
The issue is the approach we are taking to creating content

6. Reach
Traffic
Twin
Audiences
Likes
Voicing
Interests
Optimise
for
Keywords
Instant
Actions
Results-
Focused
Why Create, Publish & Distribute Content?
In case you missed the talk…
Here’s what is often the focus of an approach that leads to content clutter, not quality content:

7. Traffic
Quality
Offer
Value
Target
Audience
Optimise
for
Intent
Relation-
ships
Removing
Doubt
Aiding
Decisions
User-
Focused
Why Create, Publish & Distribute Content?
In case you missed the talk…
And here’s what we could be focusing on instead:

8. It’s not about what you want your
target audience to know about, or what
interests you.
If you only take 1 thing away from this…
It’s about what your target audience
wants to know about and what
interests them.

9. How to
Produce
Creative &
Consistent
Content

10. 3 Steps to Creative & Consistent Content
Audience
Interests
& Doubts
Content
Solution

11. Audience
Interests
& Doubts
Content
Solution
3 Steps to Creative & Consistent Content

12. • Recently engaged
• Primarily 25-40
• Male or Female
• Already booked a venue
• Enthusiastic but time-poor
• Limited photography knowledge
• First experience of booking
3 Steps to Creative & Consistent Content
Audience
In case you missed the talk…
The 1st stage is defining your audience in real depth; what they know and don’t know, what
they’ve done and haven’t done, how they think, how they behave. Wedding photographer e.g:

13. Audience
Interests
& Doubts
Content
Solution
3 Steps to Creative & Consistent Content

14. 3 Steps to Creative & Consistent Content
• What happens on the day?
• How many hours?
• Getting along?
• Costs & Add-ons?
• Image rights?
• Venue experience?
• Photo style?
Interests
& Doubts
In case you missed the talk…
When we know this detail of our audience, we can understand their questions, concerns,
hesitations, interests, & what they need to know to make a decision. Wedding photographer e.g:

15. Audience
Interests
& Doubts
Content
Solution
3 Steps to Creative & Consistent Content

16. • Wedding Photographer Day Plan
• Guide to Wedding Photo Image Rights
• Guide to Wedding Photography at Venue X
• Portfolios
• Style Guides
3 Steps to Creative & Consistent Content
Content
Solution
In case you missed the talk…
And when you understand these interests and doubts, it’s simple to come us with solutions in
the form of content. Wedding photographer e.g:

17. In case you missed the talk…
A fantastic piece of content where a wedding photographer has been filmed doing a shoot
(rather than a text ‘About Me’ page) so you can see if you’ll get along, feel comfortable etc:

18. In case you missed the talk…
Another example of how this content that removes doubt and aids decision-making can be
applied to ecommerce websites:

19. Equity Partner vs Salaried Partner
In case you missed the talk…
This example is a huge traffic driver for a legal recruitment firm because they went through the
3 step process and understood their audiences major questions and concerns:

20. Key
Takeaways

21. Creative, Consistent Content or Content Clutter?
Consistent
Target
Audience
Focus
Offer
Value
Build
Relation-
ships
Help Make
Decisions
Remove
Doubt
In case you missed the talk…
If you can ensure that all your content and content ideas is achieving or offering these 6 things,
you’ll be delivering creative, consistent content and not content clutter: