Graham McFadyen's Brighton SEO takeaways:
- Own the domain – become the home of the thing your customers are searching for
- Find a role in people’s lives – end the short-term campaign culture
- Design for growth – de-frag the online user experience
- Structure for storytelling
Graham McFadyen | Barnados | Brighton SEO slides April 2017 | Content strategies for digital audience growth
1. Barnardo’s Registered Charity Nos. 216250 and
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Graham MacFadyen
Barnardo’s
Content strategies for digital audience growth
2. Barnardo’s Registered Charity Nos. 216250 and
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The British Library Barnardo’s
route to growth
• Own the domain – become the home of the thing your
customers are searching for
• Find a role in people’s lives – ending the short-term campaign
culture
• Design for growth – de-fragging the online user experience
• Structure for storytelling
5. Barnardo’s Registered Charity Nos. 216250 and
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The product *is* the
marketing
• We need to question the
conventional wisdom that
successful marketing interrupts
what people are interested in
and challenge ourselves to
create marketing that becomes
what people are interested in.
Source: John V Willshire, Smithery, 2012
8. Barnardo’s Registered Charity Nos. 216250 and
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4 steps to audience growth
• Work out what you
want to be known for
• Find a role in peoples lives
• Design for growth
• Structure for storytelling
9. Barnardo’s Registered Charity Nos. 216250 and
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Stock and flow content
Source: Robin Sloan, snarkmarket.com, 2010