6 features of DuckDuckGo that might make your life easier .

There’s a pretty good chance you’re never heard of DuckDuckGo, or you may know the name, but aren’t fully aware of why. You almost certainly don’t use it.

I’ll fill you in briefly. DuckDuckGo is a new (ish) search engine that majors on privacy. It does not collect data from any of its users meaning that all searches you conduct through their search engine are anonymous. It was actually launched back in 2008, but in the past 4 years its popularity has been growing exponentially, hitting over 10 million searches a day in 2015 and currently averaging about 12 million a day, though this is still minuscule compared to Google’s stats.

There are various reasons why you might want to hide your personal details, (and not just because you might be up to no good), the proliferation of cookies tracking you for advertising purposes being just one. However, DuckDuckGo also has loads of other features that are actually really useful. Here’s some of my favourites:

Rhymes

Writing a poem? Or maybe you just like to inject some flair into your work emails. But what does flair rhyme with?

Changing Case

Every so often, you may need to change the case of some text from upper to lower or in to title case. There are of course ways of doing this in word or excel, but since 99% of us will need to Google how to do this each time, why not cut out the middle man? Simply add lowercase, uppercase or title case before your phrase.

Password Generator

Running out of pets/children’s names or just lacking inspiration? DuckDuckGo will generate a random password for you. Just search for password. By default it will give you an 8 digit, average strength password. You can specify the number of digits by adding the number at the end. You can also specify if you want a strong or weak password.

You’ll probably need to write it down somewhere.

Anagram Solver

I can’t think of any reason you would use this unless you’re cheating during a quiz or while watching Countdown. It’s quite useful to know all the same though. Simply add ‘anagram’ before your mystery word.

Character Count

Another feature that is available elsewhere but being able to do it on DuckDuckGo means you can quickly do it on your phone or other device, should the need arise. Add ‘chars’ at the end of your text to find out the number of characters.

!bangs

Probably their biggest feature, !bangs allow you to search within a site directly from DuckDuckGo. Typing ! into the search box brings up a list of all the sites currently included (there are over 9000)

Choose the site you want and then add your search query, you will be taken directly to the search results on that site.

There are lots more features available in addition to those mentioned above. As a search engine, DuckDuckGo still has some way to go before it will start to match the more established players in terms of quality and relevancy of results, but for those concerned about data privacy, you can find out more about how they work here.

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance.

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business.

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context.

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

What are the problems that your product or service will help them solve?
Who are they most influenced by?
What voices influence their behaviour?
What type of content do they consume?
Where do they consume content and engage with brands?

Different Content, Different Objectives

All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale.

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels.

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.