Victoria Clarke, senior digital editor, NSPCC Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Top tips for working
content marketing and
SEO together
VictoriaClarke,SeniorDigitalEditor
April2017

2. Good content
marketing
focuses on
users

3. SEO means
your users
can find
your content

4. Content
marketing
SEO
users
They work together

5. Users
should always
be at the heart of
your content

6. What do you
know about
your users?

7. NSPCC works with
many different users:
• concerned adults
• parents
• professionals
• supporters
• fundraisers
• children and young
people
How do you manage multiple
audiences?

8. Our research showed that most audiences
want the same thing
Same same but different
But…
using different language
and
depth

9. • Website and social analytics
• Subject matter experts
• Forums and communities
• Helplines and contact centres
• Direct services
• User research
Mine your data

10. Apply your insight to
keyword research

11. • Google
• Trends
• Suggest
• PPC data
• Keyword research tools
• Word clouds
Keyword research

12. Optimise
your content

13. Finding your content
• Metadata
• Page title
• URL
• Links
• Headings
• Front-loading
• Responsiveness
• IA
• Social media

14. • Formats
• Keywords
• Personalisation
Tailor it for your personas

15. Want vs need
“But… we need to tell
our supporters xyz…”

16. Perform an audience needs analysis:
Map what you want to say
against
What they need to know
Positioning

17. What is the right
content?

18. 1.User-centred
2.Responsive
3.Findable
4.Shareable
5.Accessible
5 golden rules

19. Test, apply, repeat
• Test your approach
• Monitor what works – and what doesn’t
• Apply your insight

20. 3 formats
that work:
1. Video
2. Top tips
3. Stories
20

21. Video:
Total video content views rose by
26%
in 2016
Video monetisation report, FreeWheel, 2017

22. • Social media friendly
• Subtitles
• Works without sound
• Captures attention: 5 seconds
Create strong video content

23. Top tips content:
Higher traffic and greater
engagement
NSPCC, Impact and evidence insight series

24. • Make keywords actionable
• Give users a hook
• Maximise shareability
• Remember onward journeys
Creating top tips

25. Storytelling:
Compelling stories motivate
charity supporters to take
action

26. • Educational
• Emotive
• Entertaining
3 E’s of storytelling

27. Putting it into
practice for
serious
topics

28. Let’s talk PANTS
• Multi-channel:
OOH, Digital, PR
• Multi-format:
song, quiz, PDFs, print
37% researched further
24% talked PANTS
25% shared

29. Innocent searches
• Fun approach to a
serious topic
• Mix of paid and live
activity
67% increase in
searches
8+ mins average
time on page

30. Any
questions?
victoria.clarke2@nspcc.org.uk
@vclarkey

31. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

32. 27 April 2017
London
#CharityContent
Content marketing
– planning, delivering and distributing
stand-out content