Graham McFadyen | Barnados | Brighton SEO slides April 2017 | Content strategies for digital audience growth

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

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Content strategies for digital
audience growth
Graham MacFadyen
Assistant Director, Marketing

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The British Library
Barnardo’sroute 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

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My work

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Marketing is changing

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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

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Making people want things
still works

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The ‘new’ marketing

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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

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Stock and flow content
Source: Robin Sloan, snarkmarket.com, 2010

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What do we want to be
known for?

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What do we want to be
known for?

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Buzz is great but…

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Finding a role in people’s
lives is better
Source: Andy Whitlock , Made by Many, 2014

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Design for growth I: take
things apart

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Design for growth II: put
them back together again
‘shelves’‘spaces’

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Understanding content
relationships
one
many

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Understanding content
relationships
one
many

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Structured for channels

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Structured for storytelling

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You don’t need to skydive
from space to tell a story

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People follow stories not
brands

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Online audience growth
(browsers)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
WWI Disc Lit Magna Carta Middle Ages Georgians Victorians
Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit

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Cost per acquisition
(browsers)
£0.00
£2.00
£4.00
£6.00
£8.00
£10.00
£12.00
WWI Disc Lit Magna Carta Middle Ages Georgians Victorians
Sisterhood Highlights Alice Shakespeare Hebrew 20th C. Lit
Ave.
mth6 £0.67
mth12 £0.24
mth18 £0.21
mth24 £0.08
mth32 £0.05

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The bottom line: reach
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library online audience (browsers)

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The bottom line:
engagement
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library collection usage (items consulted)

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The bottom line: revenue
2011/12 2012/13 2013/14 2014/15 2015/16 2016/17
British Library ecommerce (online order value)

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What are you for?