[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-six-kick-ass-content-strategies":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":403,"breadcrumbs":404,"reading_minutes":144,"category":411,"head":413},"2017-09-20T09:42:00",{"rendered":6},"\n\u003Cp>Creating content marketing campaigns that drive traffic, visibility, awareness and (perhaps most importantly) links is an essential part of today’s SEO role.\u003C\u002Fp>\n\n\n\n\u003Cp>In her session at Brighton SEO September 2017, Laura Hampton shared her six kick-ass content strategies to help inspire your next digital PR and link building campaign. Check out her slides below:\u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002Fhg4Ctpth9ZUAEo\" width=\"595\" height=\"485\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\n\n\n\n\u003Cp>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Fsecret\u002Fhg4Ctpth9ZUAEo\" target=\"_blank\">Brighton SEO 2017: Six Kick Ass Content Strategies – Laura Hampton\u003C\u002Fa> \u003C\u002Fstrong>from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Flauralhampton\" target=\"_blank\">Laura Hampton\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tools-and-takeaways\">Tools and takeaways\u003C\u002Fh2>\n\n\n\n\u003Cp>Here are some of the key tips and tools from Laura’s presentation:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-use-what-youve-got\">1) Use what you’ve got\u003C\u002Fh3>\n\n\n\n\u003Cp>Understanding your client and what they stand for is an essential part of the on-boarding process.\u003C\u002Fp>\n\n\n\n\u003Cp>Here at Impression, we use a client questionnaire as well as (ideally) a face to face kick off meeting to understand our client’s aims, goals and future plans, as well as exploring what they like to talk about, where their areas of thought leadership might lie and the kinds of content they like to consume.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worthwhile exploring what data or content your client already has. If you can mine their existing data sources, you may find new content inspiration – an ‘easy’ win in many ways.\u003C\u002Fp>\n\n\n\n\u003Cp>Remember, you’ll need a unique selling point if you’re going to take ownership of the topic.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-borrow-from-others\">2) Borrow from others\u003C\u002Fh3>\n\n\n\n\u003Cp>As creatives, we can make content from even the dullest of sources.\u003C\u002Fp>\n\n\n\n\u003Cp>Laura cited government as one such source where there is a lot of potential for creative content marketers to use existing data and visualise or use it differently for new content ideas.\u003C\u002Fp>\n\n\n\n\u003Cp>Check out the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ons.gov.uk\u002F\">ONS website\u003C\u002Fa> and sign up for their emails to get daily data digests. You can also see how they have visualised their own data for further inspiration \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fvisual.ons.gov.uk\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Wikipedia is another great source of content inspiration; Laura’s example of the Dragons’ Den piece can be found \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fhub.companycheck.co.uk\u002Fcommunity\u002Fanatomy-successful-dragons-den-pitch\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t forget about offline, too. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.greatbeanbags.com\u002Fmy-dream-dinosaur-competition\u002F\">In this example\u003C\u002Fa>, the Impression team have tapped into an offline campaign to drive new audiences and links to the Great Bean Bags site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-hack-the-press\">3) Hack the press\u003C\u002Fh3>\n\n\n\n\u003Cp>We know what they want. They want what we have. This is our opportunity to work more closely with the press, and to deliver content they’ll be pretty much guaranteed to use – and they’ve love you for it!\u003C\u002Fp>\n\n\n\n\u003Cp>Be ready to comment on topical and non topical stories. Having a pre-prepared and approved set of comments for a news story you know is coming can arm you with opportunities to get prominent features for your client.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t be afraid to re-do things that have been done before. If it’s been covered once, there’s no reason it won’t be covered again.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-make-news-from-nothing\">4) Make news from nothing\u003C\u002Fh3>\n\n\n\n\u003Cp>Through creative thinking, we can create news seemingly from nowhere. The trick is to know the story you want to create, then structure your campaign accordingly.\u003C\u002Fp>\n\n\n\n\u003Cp>If you know what your headline will be, you can craft your survey or research or quiz or whatever you’re planning to make that headline.\u003C\u002Fp>\n\n\n\n\u003Cp>Taking a new angle on an existing story is another great way to achieve this.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-find-content-in-forums\">5) Find content in forums\u003C\u002Fh3>\n\n\n\n\u003Cp>Forums are a goldmine for SEOs. People love to talk, and they talk a lot – so use it!\u003C\u002Fp>\n\n\n\n\u003Cp>Following social media conversations is one way to mine forum style content. We like to use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhootsuite.com\u002F\">Hootsuite\u003C\u002Fa> to segment and track Twitter information, but other tools achieve similar.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbuzzsumo.com\u002Fsolutions\u002Fquestion-analyzer\u002F\">Buzzsumo’s Question Analyzer\u003C\u002Fa> will mine forums on your behalf, based on your keyword or theme.\u003C\u002Fp>\n\n\n\n\u003Cp>Reddit is another favourite amongst SEOs. Try \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reddit.com\u002Fr\u002FAskReddit\u002F\">AskReddit\u003C\u002Fa> for some really fun content marketing ideas.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-more-bites-of-the-cherry\">6) More bites of the cherry\u003C\u002Fh3>\n\n\n\n\u003Cp>Content marketing isn’t just about getting links. As we know, it also serves to engage the audience and broaden your client’s reach. So creating content with this in mind is an integral part of drawing as much success as possible about of each campaign.\u003C\u002Fp>\n\n\n\n\u003Cp>By developing content people can engage with ahead of it becoming a PR story or hook, you can drive traffic (and potentially some early stage links) from the start, returning later to utilise the data you’ve gathered to create newsworthy stories.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.halfordsautocentres.com\u002Fadvice\u002Fnews\u002Fquiz-how-roadworthy-are-you\">Here’s a great example from Branded3\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.watchshop.com\u002Ftime-of-your-life\u002F\">here’s another\u003C\u002Fa>. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gazeboshop.co.uk\u002Ffoodstreet\u002F\">This one from Gazeboshop\u003C\u002Fa> is similar in that it has drawn attention from foodies, but without using the quiz format.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26],"post-5015","post","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",{"page_content_modules":28,"hero":140},[29,95],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Brighton SEO: Six Kick Ass Content Strategies",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":38,"full_bio":38,"specialist_service_links":7,"photo":42},{"ID":43,"id":43,"title":44,"filename":45,"filesize":46,"url":47,"link":48,"alt":38,"author":49,"description":38,"caption":38,"name":50,"status":51,"uploaded_to":46,"date":52,"modified":52,"menu_order":46,"mime_type":53,"type":54,"subtype":55,"icon":56,"width":57,"height":57,"sizes":58},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":59,"thumbnail-width":60,"thumbnail-height":60,"medium":61,"medium-width":62,"medium-height":62,"medium_large":63,"medium_large-width":64,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":80,"default_portrait":81,"default_portrait-width":80,"default_portrait-height":79,"6_col_and_margin_short":82,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":77,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":77,"staff_image_696_600":90,"staff_image_696_600-width":91,"staff_image_696_600-height":80,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":96,"reduced":31,"top_overlap":97,"bottom_underlap":97,"disable_observer":-1,"heading":98,"cta_text":99,"cta_link":100,"items":101},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[102,116,125],{"type_key":20,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":113},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":111,"image":112},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":107,"image":121,"authors":122,"category":124},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":111,"image":112},{"to":114,"name":115},{"type_key":20,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":139},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133,136],{"name":134,"image":135},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":137,"image":138},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},{"type":141,"style":142,"heading":32,"date":4,"updatedAt":143,"reading_minutes":144,"image":38,"imageAlt":32,"categories":145,"collections":319},"blog-post","light","2022-02-07T16:48:35",4,[146],{"id":10,"count":147,"description":148,"link":114,"name":115,"slug":149,"taxonomy":150,"parent":46,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":291,"path":114},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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