Presentation from BlueGlassX in Tampa, Dec 2012 - talking about what types of content your audience likes to see, why they search for it and the psychology behind why they share for it!

2. Let’s start at the beginning:
Why do people search?

3. 1) They Want to Do Something!

4. 2) They Want to Know Something!

5. 3) They Want to Go Somewhere!

6. Keep it simple - give them what they want!
DO – KNOW – GO

7. Do = Transactional Content
Use informational content to
assist your transactional
content’s rankings – not
replace it
Don’t lose the conversion!

8. Know = Informational Content
Find common questions & answer them

9. Then setup alerts to answer these questions on
blogs/forums/Q&A sites = easy links!

10. Go = Navigational / Branded Search
These are your top-converting keywords – prioritise them!
SEO Case study - 121% improvement for branded product ID queries:

13. Keyword research tools lack the creativity
you need for great content
What content does your audience really want to see?

14. What does content success/failure look like?
http://uk.blueglass.com/blog/content-auditing/

16. How engaged is your audience?
Comments are an under-rated KPI

18. Wrong!
1. You need an audience
2. You need a reason why people
will share/link

19. If you don’t have a large audience – leverage
someone else’s while you build one!

21. 1) It’s interesting/insightful

22. 2) It’s from a brand they love

23. 3) Social validation –
it makes them look knowledgeable

24. 4) It’s funny/entertaining

25. 5) There’s an incentive

27. Source: New York Times Insights & Linkdex
• http://nytmarketing.whsites.net/mediakit/pos/
• http://www.linkdex.com/blog/the-psychology-of-online-sharing/

28. 1) Altruist – charitable/helpful

29. 2) Careerists – build a reputation

30. 3) Hipsters – being first to share

31. 4) Boomerangs – feel connected

32. 5) Connectors – stay in touch

33. 6) Selectives – expect a reaction

35. Summary
1. Solve your audiences problems by matching their
search intent with great content
2. Leverage audiences for wider coverage & outreach
3. Think about why someone would share/link to your
content