Data-Driven Marketing Content

Lee Wilson is Head of SEO at the Top 10 UK Search and Digital marketing agency, Vertical Leap. Alongside his extensive agency experience, Lee has also worked within the Financial Services sector and for his own digital marketing company. He has led numerous marketing, search and digital departments, delivering success to businesses from start-ups, entrepreneurs and SMEs, through to multinationals and global brands. In 2016, Lee Wilson authored his first book, Tactical SEO: The Theory and Practice of Search Marketing which has now launched into international markets.

• Chapter 1.Introducing data-driven content a.Data-driven content b.Business insights c.Content creation Chapter 2.Understanding the data ecosystem a.Machine learning (ML) b.Artificial Intelligence (AI) c.Qualitative datad.Quantitative data Chapter 3.Data collection and management a.Data collection points b.Managing your data c.The role of GDPR Chapter 4.Transforming data into content a.Understanding your audience b.Deriving data insight c.Creating a content action plan Chapter 5.Understanding why your content isn't working a.Overcoming content pain points  b.Bridging and integrating mediums Chapter 6.Creating content for marketing channels a.Search Engine Optimisation (SEO) b.Paid Advertising (PPC) c.Social Media d.Emails and Newsletters Chapter 7.Overcoming content barriers a.Content for websites b.Content for ecommerce sites / stores c.Content for mobile devices d.Content for voice & screenless search Chapter 8.Making your content work harder a.Revitalising existing content b.Identifying new content c.Your content creation framework Chapter 9.Evaluating content success a.Setting benchmarks, goals and objectives b.Choosing the best KPIs c.Reporting on results Chapter 10.The future of data-driven content a.The role of the machine b.The role of the human c.Human/computer collaboration

'Lee has been my go-to guy for search marketing advice for almost five years now, and I don’t see that changing any time soon. He has an encyclopaedic knowledge of SEO, is obsessed with detail and knows exactly how to explain his innovative techniques – and the benefits of them – clearly and concisely.'