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welcome uh a bit of housekeeping first off uh the session is scheduled to last around one hour including time for Q Q&A at the end all going well um please click the CC button for close captions we have our great BSL interpreters here for those who need it um and the webinar is being recorded today uh it will be available on our website on the knowledge Hub in about seven days time along with any additional resources that we share um my colleague Jacqueline is the buddy today and she's going to be managing the chat and popping links in in in there so Jacqueline if you want to start with the knowledge Hub so people know where to go um I can see that people are already saying hello so yeah use the chat say hello we'd love to hear from you and know where you're coming from today I'm coming from Sunny Bristol and they're looking forward to delivering this session um please use the reaction buttons um it it's it really helps me to kind of know that people are still here that you're hearing what I'm saying that um you're kind of understanding and it just makes it a little bit more fun as well less daunting speaking into the void of the camera anyway without further Ado Let's uh let's kick off so I'm just trying to move over right so today's webinar we're going to be looking at how to align content with a marketing funnel in order to help develop our content marketing strategies uh my name is Ollie cooling I'm the uh Tech Champion for digital marketing and strategy here at the digital culture Network and I'm a white male in my 40s with light brown hair wearing a black shirt today so there are four main learning outcomes from today's session hopefully it's going to help you to assess your current content marketing activities help you to develop an approach for planning your content or evaluating a historic strategy um help you to deliver more customer focused content and help you to align content with your strategic objectives so a warning that there are some interactive elements to today's session um so your input is valuable please do uh interact and share um it's going to make it more fun and enjoyable and useful hopefully for for everyone here today so I'm kind of banking on you guys right let's start with with a question what is a Content marketing strategy well if we break it down it is a plan to achieve a long-term outcome it is the promotion of products or Services we might want to add experiences into that too um and it is a unique way of delivering information and I like that uh way of setting the scene so we know kind of the world we're we're working into today okay so knowing what content to use when to use it why to use it and maybe for which outcome it's a challenge it can be a mindfield sometimes um perhaps you're news marketing and you're slightly overwhelmed with all of the options available and you need a way of clarifying it down or maybe you're a bit of an old hat you've kind of got tunnel vision you're squeeze a life out of the same Channels with kind of lessening effect so this is why we need strategy it is it is how it's the way we're going to plot a course towards this desired outcome and this is and we're going to be looking today at a way of doing it a framework or a process you can use to achieve that and this is this is it this is how the session is going to be framed there are four sections and conveniently they all begin with the letter D so I've called it the four DS um firstly the diagnosis secondly the discovery stage thirdly the design and lastly distribution so under these four headings I hope we can kind of talk about and and understand how we can create this content marketing strategy to do that we're going to be using uh Royal museums Greenwich as kind of hypothetical case study to kind of run this idea through the machine as it were um and to kind of illustrate this process I've chosen this organization as I've been working with them quite closely over the last six to nine months and as a result I I know their website quite well and a lot of the content that lives on it so before we start let's zoom out you know as marketers we're all aware of how important the vision of an organization is you know it's our Northstar our guiding Beacon so and you know and this Vision it really should Encompass all of our decision making uh going forward so yeah we start by zooming out and the Royal Museum's Greenwich Vision uh this is a a very much condensed version of of it Jacqueline is going to pop uh a link in in the chat there where you can look at the the full statement maybe later on refer back to it but for today the vision is to be a progressive National Museum relevant inclusive ethical informed and expert so i' just like you to kind of look at that hold it in your mind um throughout this session because we will be coming back to it a few times um today right so without further Ado we've set the scene hopefully quite well so we're going to go straight into the process and look at the first step the diagnosis stage so essentially why are we doing it so it's really important when working in strategy that before we kind of start creating plans we really understand our current reality we know where we we understand our situation um the Roy Royal Museum's Greenwich vision statement aspires to be a national Museum therefore in this example the situation could be that actually they have quite low traffic outside of London they're not that National so on the other hand the opportunity therefore could be to increase awareness nationally so in this example this uh the strategy is a solution to overcoming this challenge to realizing this opportunity and and our strategy must Target the center of of this problem statement so once we have a reason for our strategy that's being identified we know why we're doing it the next step is to set some strategic OB objectives for our plan these objectives act as the link between that Vision between the long-term aspirations and our day-to-day activities that that we do um you could look at them as maybe parameters we work within or containers um that our content must kind of live within in order and and and stay stay there really um so for this example to achieve or to realize that opportunity of raising awareness outside of uh London our objectives will be to attract wider audiences to provide higher value to the end user and to increase access to learning so we have Focus for our content marketing strategy this is what we're we're setting out to do next once we have uh once we understand the kind of impact we need to make and what our content needs to do we need to Define what good looks like and we do this through setting uh key results these uh key results need to be measurable metrics that we can track along the way to tell us if we are um uh it's performing right or or or wrong not only that these measurable uh results they help us to articulate the plan um for example if I was to ask you to this month we're going to we need to achieve 5,000 social media followers you'll be quite clear about what your your task is so that's that's why they're really useful for articulation getting everyone on the same page giving us focus and setting priorities so in this example the key results to to that live under objectives will be to uh uh attract new web visitors to increase the number of subscribers and to gain more returning visitors again these are just examples but I think it's useful to set the scene again so now we have this really clear idea of what we're setting out to achieve and at this point it's a good time I think to kind of just have a think let's form some hypotheses what what do we need to do what needs to be true or what needs to happen in order to to meet these objectives to hit these targets and I think it's a good I think it's good advice to say that you don't need loads of data you don't need historic content audit and all these things to do this you can be creative at this at this point in time it's just about how you might realize that opportunity um so yeah making assumptions is a huge a huge part of strategic planning and here comes the marketing funnel and this is a really great tool I think for kind of mapping out and uh creating a a framework for these assumptions that that make a bit more sense and have a bit more structure based on how you funnel people down towards an end goal starting with people who don't know anything about you ending with perhaps loyal customers or members or donors you know so this is how we're going to be looking at it today how we're going to be kind of coming out of this idea and um so I'm G to start this interactive section section of the uh webinar where we're going to actually look at how we align our key results with this uh marketing funnel or engagement funnel and so what I'm going to do is we're going to move over I'm going to switch screens and we're going to move over to a miror miror board if you haven't heard of miror board I'm going to be dropping a link into the chat at the end oh oh dear giving away all my secrets here you go so what I've got here is a blank template um a blank funnel with with with with nothing in it and what we're going to do today together all like I think there's about 300 people on the call we're going to try and fill out this this template and create a a very rough framework of of a plan firstly I'm going to I'm going to start it off um just so it kind of makes sense but what I've got here are four um uh results I'm going to apply these results to to a stage of the funnel thinking about the the the objectives and the key results we just we just looked at so for reach we're going to put views and we're going to stick these numbers by the way they they're just made up for for the purpose of today so don't worry too much um but yeah our Target for our reach stage of Engagement is to hit 200,000 views our Target for getting people to act is to reach 50,000 website visits our Target for our conversion goal which in this case is subscribers or new subscribers we want to generate 50,000 subscribers and our final uh key result if you remember was about retention and returning visitors so we can add that down here as um we want to increase retaining Visitors by 5% over the course of the of the the strategy so that is very simply the first step putting some some some metrics some some targets against these stages of Engagement we're going to come back to this in a few minutes but first we just need to go back to our our slides and oh I missed that bit you're going to see a few of these popping up when they do pop up pay attention because that's when I need your help so before that part two the discovery stage and this is really important essentially who is it for you know who are your audiences so yeah of course we need to know who audiences are we need to understand we need to learn and understand about them so in our example today Royal museums grenwich they have four very different sites um each site has a very different proposition for example when I put this together Queen's house had a tap tapestry exhibition going on while at the same time at the Royal Observatory it was a Ted space adventure um exhibition for children so as you as you can see that attracts two very different audiences um the next step in in this idea or this way of working is to think about how you can group audiences and the way to think about how you group them is based on their need or their motivation doing that it really helps kind of shape a direction of of what your your content output might look like it gives it some purpose um it kind of almost kind of generates a message in itself so what we're going to do now as an exercise we're going to run a poll and I'd like to ask you to think about what uh most motivations frequent visitors to a museum might have and so I'm going to launch a poll here and we're going to see what you guys think so let's give that a little bit of time so what motivators might frequent visitors of a museum have very much neck and neck between variety and a escapism at the moment wow loads of people getting involved thank you right that's pretty much all of you so I'll I'll leave it there and I'm gonna end that hopefully you can see it can I share this okay let me share this so as you can see out out of nearly 200 UND of you it was you know variety was a clear winner 47% but you know there were there you know we all had quite different opinions um okay so we're GNA do one more just for fun and then uh we're gonna kind of summarize there so let's let's let's now do the same for families so what needs my oh what needs might a family visit a museum okay great that's about about the same amount I'll wait till it gets to 90% that's close enough 89 all right okay interesting well most of you said a fun day out it seems so let me share the results of that okay again there was a clear winner but it wasn't you know it wasn't that significant there were there were quite a few different ideas here so what does that mean well what it does mean is all of these different audience groups they have very different needs and motivations and so here's just kind of a basic example to highlight this IDE there um but I think it really shows how um there is such a big variety of motivations and needs for each of these groups and it's really important that we understand these because if you can understand them it pretty much is the starting point for what your content is going to look like thinking about those stages of Engagement along the funnel it pretty much writes its own message for you you it it kind of filters out stuff that isn't going to work for for this so um uh you know understanding these pains and gains of your of your audiences of your customers it's normally done via um market research you know surveys focus groups and stuff like that however we have this fantastic resource available at digital cure Network he's called Jack and he is our audience data specialist so anything any questions around this stuff he's your man to go to uh there'll be links in the chat for how to book uh oneto ones with our Tech Champions so look out for Jack if this is a priority for you right so a successful strategy uh content marketing strategy will will try to match the need of of the audience or the customer with a business need so thinking back to our key results and our objectives you one of the uh needs was to attract wider audiences provide value to the end user so in this real life example here and this this is on Royal Museum's grit's website right now for all of the whats on their events their exhibitions each uh piece of content is available in every language you can imagine and like instantly they've opened themselves up to such a wider audience already just by doing that simple thing and as a result it's having it's it's working it's it's doing what they want it to do not only is it serving the audience it's serving their business needs too so really nice simple example there and then looking at another example about how they've matched the need so interestingly they also realized that families kind of want a good day out that's that's a primary motivation and so when it comes to family orientated content you can see here on the vid they use lots of video the the photography is very colorful inclusive lots of happy smiles um always including the whole family um and that that is a very considered editorial decision to do that um and it's very much promoting that feeling of a good a good day out so anyway two quick examples that hopefully kind of uh is a good kind of illustration there but what we're going to do now and this is where I really need your um your input guys we're going to look at aligning content tactics content channels activities with these stages of the of the customer journey and we're going to go back to our mirror board here and this is really where I need your help and Jacqueline what we're going to do we're g to open up the chat here and what I'd like you guys to do is just to put put in the chat what um ideas for what channels uh we could use or leverage in order to at this reach stage in order to hit this target of 200,000 views and when I say views it can be views of anything any content at this point so quite an open brief if you're struggling and if or if you don't want to mention anything what what do you use at the moment for for generating views tell us what what have you always wished you could have done but never had the time or or the money H hi hi Ollie we've got loads of comments um thank you for um to everybody for their input um social's coming up a lot as you as you might predict um sort of outdoor advertising newsletters um then specific social platforms so Instagram Tik Tok paid ads okay let's do specific so highlight my poor typing now but so Facebook Instagram yeah I'm just going to keep it short yeah uh anym uh podcast emails I think at at the reach Point um social is quite possibly quite um you know interesting because it's so broad um let's let's try and get one more here and then um SE sem so um yeah cool brilliant so sem search engine marketing paid ads what however you like to call it I put that here because I put paid okay actually sorry we we'll put that over there so this is YouTube all right so thinking about these channels that we we've listed here I'm sure we could go on for a lot longer but you know this is an example what tactics uh could we kind of uh use to bolster that 200,000 views using these channels when I say tactics I'm talking things like messaging incentives kind of more specific kind of marketing ideas so paid paid was one of them putting money behind it so paid so paid tactic for um so we've got videos aligning uh aligning the um social media platform with the AUD with the relevant audence audience profile um blogs um so I've got um somebody's using ads in local papers uh for very local audience uh local newsletters uh reals and short videos Flyers posters um so um ads apologies if I'm not reading out yours because um there are quite a few so well done everybody for their uh for their effort um so if you if for example um uh you might Target a particular audience or emails to schools um you know I think I think you know we're going to try and rattle through this whole for each layer so that that's good for now so let's move on to act and we have this goal here of hitting 50,000 website visits so what channels could we use to encourage people to hit that visits Target I mean one of them is it kind of I'm going to put this one in because it has to happen you have to have a website in order to hit that Target but anything else we're getting here special offers um SEO yes email marketing kicks in uh word of mouth is nice right um so that I'm gonna put Word of Mouth under a tactic and what was the other one you said a minute ago um email marketing was it or H so um special offers endorsements oh yeah cool Word of Mouth then we've got SEO I can't keep up I know sorry that's I might just have to do two at a time here um oh sorry it was offers isn't it okay right I'm going to move on to this conversion stage so people we people know who we are they've seen our content they've come to the website and we've hit that 50,000 visitors Target using things like word mouth offers SEO and having a great website now we want people to subscribe to our to our our newsletters that's the next goal how do we do that what do we need to do what Chann we going to use what tactics are we going to um take on um so people are talking about lots of different touch points so sign up forms on the website QR codes great website popups uh paid ads for newsletters sorry sorry that's too many that's too Qui no it's all good let me just keep writing so we had QR codes yeah we had uh sign up uh forms on the website yeah and and at all touch points yeah um yeah um making it clear what the value is of of of signing up um uh some homepage banners nice amazing okay um right and then final one and we'll spend another kind of two minutes on this I guess so retention they've signed up to our newsletter they've been to the website they know about us they like what we're doing how do we get people to come back and keep uh you know how do we show that value how do we keep them engaged what channels might we be using for that what tactics I'm going to put one in here because I had one prepared just in case memberships any more coming in on on the chat Events maybe it's g a bit quiet jacine we we getting anymore or more incentives discounts apologies Ollie my internet went down sorry um I'm in the office today so um yeah loyalty schemes loyalty early bird booking that's nice very good yeah you know fear capitalizing on people's fear of um missing out fomo affiliations um somebody talked about reciprocals so you know swapping oh nice I'm just going to put swap because reciprocal is way too long forer rales um some of very uh Jenny has put quality programming which isn't always in the uh sphere of the marketing department but nice to think uh you know you could you could uh count on it counts put that here all right brilliant I think that's enough to to to make the point okay thank you so much everyone this has been um really interesting and I was a bit worried that this was wasn't going to work but it's been it's been great so we now have loads of great ideas we created some hypothesis we've we've been creative now we're going to go back to the kind of drawing board and and check you know what is possible and what is feasible so this leads us nicely onto part three the design stage how do we do it okay there's there's four kind of Key Parts here key uh sections first one is to review review your processes and what I'm talking about here are things like what rules and regulations do you have to adhere to within your organization um what else what uh what is the sign off period uh what does that look like is there an approval process involved how long does that take um things like that how do you how are you able to go about you know achieving executing these ideas the second consideration is to really like look at your internal structure so we're talking about things like what skills and experience is available within your teams um if you have certain standards to meet with your content um are are you the right people to do it or do you need to Outsource it to say an agency or a creative uh uh person who who who can can build this stuff to to the right standard you know do you have budget to do those things if that's the case um next and the first two I guess are more uh more kind of like internal processes the next two three and four I guess are slightly more kind of external creative processes so number three starting the Ed editorial what I mean there is things like do you have brand guidelines a ailable if so what does that mean how do you work with within those parameters if not do you need to create some you know is there a tone of voice that you have to in which you have to create your content is there a visual language you need to put in place to to to articulate the message in various different um ways on different channels um and then finally tailoring an experience so an obvious one I suppose would be are the formats you're using relevant to the people you're speaking to or people whose eyes it's going to go in front of is your content accessible you know that's a really big big one right now what call to actions you need to put in place at each of these stages in order to get people to do what you want them to do so for number three and number four of of this of the section my colleagues Dean and Roberta um Dean is our digital content specialist and Roberta is our accessibility Tech Champion do speak to those guys they are experts in this um so yeah any questions around that I really recommend getting in touch with those guys and they can add a lot of value to this so that that's the kind of internal audit that we need to do in order to to find out if our ideas if these um the these wild plans we put in place are actually feasible within our means so the the next stage of process is to align content with our capacity and resources really really important step um essentially checking your homework so forgot I said that so yeah time to check your homework right let's go back over to the Mir mirror board and this is my favorite bit um I I don't think we can do this as a group but um what I'm going to do is kind of provide an example of what I might do in this situation if If This Were Me Okay so let's go through it paid well I don't have any money so we can't do that blogs I'm a terrible writer no good video yeah love it local ads I'm sure we can and listings I'm sure we can work something out podcasts definitely no time for that okay next step website cool yeah we got one of them it's a great website SEO yeah we're going to work on that word of mouth always a good idea there offers I just don't have the budget to be able to do this at the moment so we're going to take that away email yeah we definitely want to get increase our subscribers so we need to like focus on email QR um codes yeah nice idea keep that on quite cheap forms obviously we need that banners um our web dev is off at the moment so can't can't do banners let's get rid of that for now and then finally retention well referrals I'm hoping we can get some of those membership program I don't think we've got the the the uh the resources the development resources to be able to do that so that's going to have to go and then tactics well swaps I think we could hopefully do um what was this one discounts again can't really afford it right now Fe missing out yeah I reckon make it work to me out there and loyalty we'd hope so so in a very short space of time um actually let me get rid of hopefully you can see that through just checking our homework understanding what what our resources are available and what capacity we have we've kind of streamline this plan into something that we feel is quite feasible quite attainable um so going back here i' I've I've used this slide in an old webinar but um I love it it's well known that 80% of our results often come from 20% of our actions um this is surprisingly often the case and you know give me a thumbs up if you find the same but this is a really important consideration I think when you're doing that sense checking you know why spend all this time on stuff that isn't going to achieve those results those results you know that is everything we're doing um often when you do this when you think like this and do that content audit that I just showed you you will see there will be kind of like a primary Channel or like a hero channel that that surfaces as a result of that if that's what you're good at if you know how to to use that channel do it put more effort into it it's it works um I don't want to say too much more on this subject because I could probably gone for a long time but my main takeaway is just play to your strengths that is the key um we all have different strengths within our team so yeah place your strength um I wrote an article a while back that has three techniques for prioriti prioritization um Jaclyn's going to pop that in the chat if you're interested to kind of look into this more those three prioritization techniques are really kind of helpful and equally if you'd like to talk to me about this to sense check some of your plans to have a you know adult conversation about it you know book a onet to one let's chat okay last section we are rattling through this can I just get um a show of thumbs or a show of smiley faces just to check that people are still here and still hearing me hey great I love that thank you um right so last last um section distribution so when do we do it and what does it look like so this is a nice graph or chart impact ped over time um I think this is a really great way to think about how you deliver and distribute your cont uh deliver your content when you have this framework in place um first first consideration is to think about what attributes your content has how can you kind of how will those attributes help you to achieve these Milestones over time levers that you might have available are things like if you do you do you are are you in control of your own content what can you control what can you change call to action buttons you know headlines other levers might be what content can be referenced by other people we talked about shares and swap uh tactics earlier that's great what which content might might be you be able to use for that kind of thing and lastly which content can you be can be Amplified either through like shares uh press or even paid so it's really good to just kind of think about that first before we kind of start plotting things over time and as just as an example this is very basic but we can think about it like this you know if we need to hit the ground running to have that initial traction tactics like paid putting paid uh uh putting money behind um some paid advertising could be the the thing we need to do initially if we're looking for more like steady and targeted uh delivery social media video is a great um content uh type for for that um and finally for that kind of gradual and Broad uh delivery things like SEO um that Evergreen content that just keeps chipping away and and and doing good things for you um over time could be could be the right way of of looking at it so I really love this chart it it's quite simple but again um there's an article that I'd recommend having a look at that that kind of explains this in a bit more detail it's called the contribution can't say it content distribution Matrix Jacqueline's going to pop that into the chat there definitely have a look it's really it's really interesting it kind of shows you what impact and um effect some of these different channels could have really great for this type of planning okay we're on to the last interactive section interaction is imminent going to need your input again for this one so last step is to align your key performance indicators with your content so key performance indicators or kpis they are the important metrics that you need to a track to show um if things are working or not essentially so whoops we're going to move over to our miror board again and over here on the left we've got this blank section with kpis so what we need to do guys is uh assign some kpis let's try and do two each for each level of our marketing funnel views is the goal we have YouTube and Instagram as a Channel with a bit of paid advertising so what kpis are going to help us to measure performance test our theories are working Jacqueline do you want to shout out a you right uh so I've got instam metrics uh video views uh dwell time engagement some likes you could uh reach so number of video views is is a brilliant one that's a yeah so interactions Impressions Impressions that's a good yeah they're all valid I think um so well so far um hot jar mapping yeah um I just gonna try and keep it to two each for the moment we this is know this this this ultimately would' be spending more time on this but just for the purpose today let's try and keep it to two each so what about the next Next Step um this act stage our goal is uh 50,000 website visits we we've got a website we doing some SEO work word of mouth is is is one of the tactics we're using to drive that so yeah so I mean you could put Google analytics as a kind of overarching and then you decide what the metrics are within that or do you want more granular Ole and I think you Google analytics is a way of getting the metrics and tracking them but we let's try and think of a kpi what is the important metric we need to track to show that uh things are working towards this this this yeah we got page views or uh we've got website clicks um Impressions unique visits number of visits time definitely number of visits if our is 50,000 visits we need to know how many we're getting so number of visits oop great yeah for SEO we've got um SEO ranking which of course yeah so where were you where are you you know um where do you want to be yeah cool Perfect all all great stuff okay and then um let's look at conversion so they're on our website they're looking around they're engaging with our our content and and and now we want to turn them into subscribers you know to to take that Leap Forward into advocacy so what kpis might might help us here um so um somebody just asked um in the chat sorry olle to interrupt just ask what SEO is and of course we should be clear that that's search engine optimization so making sure that you get higher in the ranking when people use uh the SE search engines um oh sorry so answering your question on email we've got uh number of number of follow uh number of email subscribers yeah just number of subscribers yeah what else might be want to know so opening click R click click rates cool click through rate yeah CTR click through rate yeah cool brilliant and let's do one more for retention so our goal is to increase return Visitors by 5% each period so what might we need to know in order to check ourselves that we're on we're doing we we're doing this so we've got ticket purchases cool booking any kind of booking data yeah ticket sales pound sign because that's easier so ticket um purchases and then what else we have um so we could have um as memberships is mentioned me membership referrals some really nice ideas there's some really great ideas yeah this is yeah yeah it's just understanding what's the most important metric for you isn't it as well I think as an as a business or organization or as an individual 100% yeah I mean the kpis are there to help you they're not there to hurt you they're there so you can monitor they're there so you can review they're there so you can test that these the these ideas are working if not you can change you can learn from it um I'm to put number of returns as well because obviously and um so there we go we have a pretty much very basic framework of a Content marketing uh strategy right done live with 300 participants this might be a world record for the biggest collaboration of a marketing funnel ever done but um so I'm going to take a screenshot of this guys I'm also going to share a link so everyone can have a look at this this page um so yeah you can refer it back to it um so I really really hope that this exercise has shown that kpis key performance indicators do not need to be scary often they're just the number of the thing that you're trying to the result you're trying to have it doesn't actually have to be much more complicated than that in many ways um remember that they're they're there to help you test your theories they're there so you can monitor and review um and they're there to keep you on track you know we talked about that attainable goals you know they're there to help you um so yeah that screenshot will be shared in the follow-ups um the next thing to talk about is is data so um you know once if you can turn data into knowledge um by tracking uh things things well and smartly you know you can then learn you can evolve and you can improve um uh I am a big fan of weekly reporting when it comes to content marketing particularly in the early stages of of a new campaign or um the early stages of a new idea so the reason I think that's a good idea is because if you're an if you're checking that your activity against like a baseline metric as you know ticket sales subscribers one of those kind of uh hard metrics it really does give you lots of insight into whether this content is having effect or not what is the impact it's having so weekly reporting is a great idea um if if it's unre un attainable long term just maybe in the early stages so you can get that kind of quick Insight um for help developing a data dashboard James Akers my fantastic colleague um is you know one of the the best at this in the sector so do get in touch um he would love to speak to you and you know help help you out right we we have done with we are done with the with the the C the the the example um just to finish then uh I want to show you a quick case study from Royal Museum grich to give you an idea about one of the ways they achieve some of their goals so on your phones some of you might have them out already I'd like you to go into Google and type in who was the first woman in space so I'll give you a minute to do that start popping your you know showing your thumbs when you've when you've done that and you're seeing the Google results page okay there's lots of thumbs right I'm hoping ranked number two in the organic listings will be an article by Royal Museum grenwich and if you click the link it should look like this so This ranks number two in Google for who was the first woman in space and this is a great example of search engine optimization SEO so this is this content it consists of some stock imagery uh a well written article probably written by a copywriter and um and a a dedicated landing page on their website but the impact of this has been kind of seismic really they uh Royal museums grit ing to this this tool that I'm going to share with you called similar web they get about 1.4 million monthly visits to this page every month so if we think about that fun and Topping up the funnel with with new visitors with new awareness nationally this one piece of content does a huge amount of that heavy lifting and it's it's very much it's just a an article on their website but from here they land and then they can go on they're signposted they're kind of funneled towards other parts of the business you know to create that um to to to push them down the funnel towards becoming I think in this case uh uh buying a ticket to an event but um Monica my great colleague our SEO Tech Champion would probably love to speak to you about this so any uh questions about SEO search engine optimization book a call with Monica um links in the chat how to do that I also include links to this page so you can have a look around and also link to the tool I've used to U find out their website traffic called similar web um yeah I I think this is just a really nice example of how they've realized their their goals in quite an effective way and actually probably quite a cheap way too so right just to recap then so the 4ds is is kind of a if you can remember that great it's it's a kind of a nice uh memorable tagline for how you would go about or the stages you would you would go on to to develop your content marketing strategy the diagnosis the discovery the design and the delivery if you can uh look at each four of these steps you're going to be in a pretty good place to build like a robust plan that works for you to achieve those goals um again if you want to use this blank um uh funnel uh with with the with the different parts to it print out stick it on your wall chop loads of posted notes on it here's uh a QR code that you can use to access access a PDF sorry of that um if you would like help to review your uh customer Journeys with me book a oneto one I'd love to speak to you and yeah go through this looking at your unique situation um finally please get in touch we'd love to hear from you um we are here to support your digital Journey all of us on team um if you found this session useful please let us know share shout about it on socials um it all helps um and last request um we all work in the Arts and Cultural sector you'll be getting a survey at the end of this we really value your feedback um and it really helps uh us to improve and to and to continue to be free to the sector so that's everything from me I don't know what the time is but we are going to move over to to some Q&A now I think I'm yeah hi hi Ollie hi thanks for that that was great um so um um somebody asked what the 4ds were but unfortunately one of our participants has also posted them back in diagnosis Discovery design and distribution so that's one of the questions answered um we've got a couple more oh and easy want can you show that QR code again I think circulating the slides aren't we as well here are the 4ds yeah and then the QR code there we we have a link for this as well I think Jack yeahp that in the chat y um so um what is the best way to determine benchmarks for kpis benchmarks um yeah I I suppose it really depends on what your what what situation we're talking about but um there are some good benchmarking reports out there for websites um if we're looking at website kpis and we can uh if you get in touch I can share a recent one that substracted which is really really good um but order to okay there's probably two parts to this if you have history and you've captured data you can Benchmark against your own data um that's if you're in the privilege situation that you can look back to Historic data if you don't I would say that you can start from you can start from nothing you don't have to have a benchmark as long as you are regularly monitoring it and checking yourself so you know uh like track review learn test review learn continue that cycle until you kind of build up an idea of what's working and what's I hope that's help helpful um there we've got another question I'm not sure how much time we'll have for for them to go into detail um just to reassure people if we don't get to your question um that we will then um uh respond in the follow-up emails um so um how do you track e efficacy of content when when reach and engagement fluctuates so much with everchanging algorithms so I expect we're probably talking about social here yeah I mean yeah like that's a great question I think I tried to kind of touch on this a minute ago about if you're able to and it does require some work at the start if you're able to track content on a on a on a Content level all the way back to a baseline metric such as Revenue signups something really tangible web web V web visits that will always be the way to check if your content's working or not there are ways to do that using things like UTM tracking that's a link that appends your any links that you you put out and then you can pick that it it gets picked up in things like Google analytics definitely a conversation to be had with James on that one he's he will be able to help you join the dots between the content and you know and and the analytics but my best advice is to link it to to try your best to link it to something tangible and that that has a business um impact against it because judging content based on on likes is all very well but it doesn't really tell you that much other than they like the content because you you could have you could have content that isn't particularly engaging but it it picks you up loads of signups for example if that's the th the objective then this content is doing a great job whereas the content that everyone just likes and doesn't do anything with it's all very well but it's not really working for you so I hope that helps yeah I've got one last Quick One if you can olly um squeeze it in um I've uh have you got any tips on getting a lot of really great and accurate target audience uh res uh research um there are lots of market research kind of uh companies out there that do have great audience data I'm struggling to think of them them at the moment um I might have to pick that one up and just check what's available right now because I know there are changes happening with illuminate and stuff like that so which yeah I I might have to pick that one up I'm afraid okay we we'll follow that up with you Lucas thanks very much um I think that's it that's all we've really got time for isn't it olly um so over back over to you um okay I think I think that's everything guys thank you very much for sticking around all of those of you who did and um yeah I look forward to hearing from you in the future hopefully thank you bye