The document discusses strategies for developing an effective search strategy for a new category. It recommends aligning messaging through customer interviews, quantifying results with research, researching competitors, creating cornerstone pages to pioneer key phrases, amplifying search with other channels like content marketing, and analyzing traffic to identify top performing keywords and scale with paid search. The goal is to own the new category term through search engine optimization and paid search experimentation.

1. Putting together a
search strategy for a
new category
slideshare.net/amirjirbandey
@ajirbandey
Amir Jirbandey I Papercup

2. What we’re going to cover
today and who it’s for
● What we mean by a new category
● Hypothesis-led research, JTBD and messaging
● Which channels to utilise
● Results we’ve seen so far
2

3. @ajirbandey #BrightonSEO
Challenges of
creating a new
category
3

4. 4
Video and audio
libraries have
exploded in the last
2 years, 99% of
which are trapped in
a single language

5. @ajirbandey #BrightonSEO
5
Yet the
market is
desperate to
go global

6. 6
Traditional dubbing is not the answer
it’s inherently unscalable and is only accessible to the top
percentile of content owners

7. 7
Papercup automates large parts
of dubbing using synthetic
voices allowing videos to be
watchable in any language

8. @ajirbandey #BrightonSEO
8
Original
Video

9. @ajirbandey #BrightonSEO
9
Dubbed
Via
Papercup

10. @ajirbandey #BrightonSEO
…and that’s the
challenge. How do we
describe and promote
this through search?
10

11. @ajirbandey #BrightonSEO
Segmenting and
deciding where to play
11

12. 12
All video & audio
content owners
Our TAM is huge, so we’ll start with our SOM

13. 13
Our TAM is huge, so we’ll start with our SOM
Less dramatised
video owners

14. 14
Our TAM is huge, so we’ll start with our SOM
Less dramatised
video owners
who have started
to think about
foreign markets

15. 15
Our challenge is that not many
search for AI Dubbing (yet)

16. @ajirbandey #BrightonSEO
Putting together a
search strategy for a
new category
16

17. Getting the messaging right
17

18. 18
Customer Interviews using JTBD
Getting the messaging right

19. Create a messaging framework
19

20. Quantify the results through research
20

21. @ajirbandey #BrightonSEO
Choosing the right
channels to go to
market (and test)
21

22. Go to market and test
Start by creating valuable content using the messaging that resonates
with your target audience
22

23. Place bets on phrases you’re going to pioneer
23

24. Blend with phrases from similar industries
24

25. Amplify top of funnel traffic with other channels
25
Search
Social
PR
Events
Awards

26. Analyse your traffic to see
what’s working
26
Quick hack
to see most search phrases
hidden behind (not provided)

27. Use Paid Search experiments to scale
search efforts
27

28. @ajirbandey #BrightonSEO
What we’ve
seen so far
28

29. We started with messaging we uncovered
in research and A/B tested to fine-tune
29

30. 81.44% uplift in conversions
30

31. Our efforts to coin the category is
starting to pay off
31
Traffic for ‘AI Dubbing’

32. PR to amplify, own & pioneer ‘AI Dubbing’ is
starting to work
32
PR to amplify, own ‘AI Dubbing’ is
starting to work

33. Now we go back and double down on
Paid Search on phrases that are working
33

34. @ajirbandey #BrightonSEO
Key takeaways
34

35. Key elements to walk away with before
using search for a new category
35
1. Align your value proposition and messaging

36. Key elements to walk away with before
using search for a new category
36
1. Align your value proposition and messaging
2. Quantify your results through surveys
and interviews

37. Key elements to walk away with before
using search for a new category
37
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there
aren’t any direct ones

38. Key elements to walk away with before
using search for a new category
38
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone
pages for search

39. Key elements to walk away with before
using search for a new category
39
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search
efforts

40. Key elements to walk away with before
using search for a new category
40
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to
what is working

41. Key elements to walk away with before
using search for a new category
41
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to what is working
7. Experiment with paid search using your
findings to scale lead-gen

42. Thank you
Amir Jirbandey
Head of Growth & Marketing
@ajirbandey
amir@papercup.com - www.papercup.com