Speakers: Lana Burgess

  • Lana Burgess: Why And How To Put Your Audience At The Heart Of Your WordPress Site’s Content

    WordCamp Brighton 2016Speaker: Lana Burgess

    August 15, 2016 — Whether you’re using WordPress as a blogger, a brand or a social enterprise, placing your audience at the heart of the content you publish can make the experience more rewarding.

    This talk explores why audience-led content performs better and gives you practical advice on how to create content that builds a relationship with your community of users.

    It covers:

    The principle of attracting, engaging and converting your audience by meetings needs
    Implications of Google’s Hummingbird and RankBrain updates and Google’s Search Quality Guidelines
    Understanding audience needs: how to mind-map intentions and tools to use to research search trends
    Understanding user journeys: analysing trigger events and the decision-cycle
    Tailoring content to mind-sets: how to use psychographic framing
    Testing and refining: tools and metrics to use to analyse WordPress content performance and make improvements to increase engagement