ELC strategy
Landing pages
Opportunities
use content for PR - seasonality?
Hero Categories
Foundation
Serum
Moisturiser
To Do
Paid analysis
Clinique Moisture Surge
Moisture Surge 100 launch
competitor comparison
competitor analysis
Eye Products
Primers
Lipstick
MAC
PR: Amplification
Consideration?
Ingredients? How Tos?
Optimisation MPPS
Optimising SPP
Paid
Non - Brand Upper funnel activity
cat terms (i.e. serums) to MPPs
long tail cat terms direct to SPP
PPC
SEM rush analysis with competitor keywords
Split up budget
Need to look at landing pages.
check impression share and see how much more we need to sepnd
-- Look at CPC > search volume might have changed - when you go to different impressions > look at rate of change.
maximise more volume with shopping - more products?
can we do smart display?
Discovery
education content around the category?
lead gen
traffic - to use now for later
content ideas
use then to retarget
Haircare
what kind of SEO content thats going to drive leads?
sign up to know about skin type? How to engage users for interactive content?
content needs to be super interactive
what kind of quizzes we could create?
landing page per hero category
connect to CRM journey
email with results to the form etc
re-use cm data for retarget
look at what assets we have avaliable?
interactive poll
quiz
try on tools?
how-to's?
pairing products > works best?
email existing customers about cross use of products > and use it as a content piece > complementing product
are people using alongside
before & afters
interactive before and after > with scale
competitor content - what are lancome doing that we arent?
recommended make up looks
location trends
how can we capture data? and get quality information
search build
sitelinks on the content
display > acquisiton > banners for each type of content
custom intent
discovery with forms
use offers as an incentive
look at showcase shopping > with traffic objective
put budget into performance
lead form on search?
lead form becomes the quiz
Offline sales?
face mist
BB VEFB