Creating An Effective Roadmap For Content Development - Scott Dodge

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  • 1. @scott_dodge ABOUT ME SEO @ThreeDeep. Car Guy. Hater of Sports. 2 @scott_dodge @threedeep
  • 2. @scott_dodge AGENDA Caring about Content Approaching Content Differently Developing an Actionable Content Development Roadmap 3
  • 3. Confidential and Proprietary Information ch
  • 4. Confidential and Proprietary Information
  • 5. @scott_dodge CONTENT IS A WEIRD THING. It’s a buzzword to some, and a lifeblood to others. 6
  • 6. @scott_dodge SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH. “Um…. I’ll just have the burger.” 7
  • 7. @scott_dodge PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING. Content = Blog posts! More blog posts = more traffic! Content = more traffic! *Rapid crapsourcing ensues 8 You can’t say that! That needs to go through legal. That needs approval from the CEO and his Grandmother. *Nothing gets done
  • 8. @scott_dodge HERE’S WHAT WE HAVE TO DO. k 9
  • 9. @scott_dodge STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY. What makes a car good? 10
  • 10. @scott_dodge THINK ABOUT IT AS A CULMINATION OF MANY FACTORS. It’s a combination of quality (power, handling, reliability, styling) and most importantly, RELEVANCE. 11 = =
  • 11. @scott_dodge A QUANTUM LEAP. Change is haaaaard. Crapsourcing content is easy and cheap. 12
  • 12. @scott_dodge CRAPSOURCING. Here’s what crapsourcing gets you. 13
  • 13. @scott_dodge MANY DON’T EVEN KNOW WHERE TO BEGIN. So… there’s this content thing that I’m supposed to be doing… 14
  • 14. @scott_dodge LET ME SHOW YOU THE WAY. 15
  • 15. @scott_dodge STEP 1 – START CARING. The first step in any Content Development project is to actually CARE. 16
  • 16. @scott_dodge STEP 2 – PRIORITIZE AND FOCUS. Start breaking down key service lines, product categories or markets. This will help make execution less intimidating. 17
  • 17. @scott_dodge STEP 3 – UNDERSTAND THE CUSTOMER. To ensure you’re developing content that resonates, make sure you have some semblance of understanding your customer, their interests, and their desires. 18
  • 18. @scott_dodge STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES. The most important step, and the focus of this presentation entails building a roadmap of keyword themes. 19
  • 19. @scott_dodge STEP 5 – EXECUTE. The final step in this process is to execute. 20
  • 20. 21 Pen and Paper Scrapebox Adwords Keyword Tool / Planner Excel Your Brain The Players
  • 21. @scott_dodge PEN AND PAPER. Start with focus area #1. Grab a pen and paper, and start sketching out the customer path to conversion. This is where customer understanding is vital. 22
  • 22. @scott_dodge REFINE A BIT. Start to refine, and go into a little depth in each of these areas. 23
  • 23. @scott_dodge TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO THEMES. Translate these barely legible ramblings into something a living, breathing human would actually search for. 24
  • 24. @scott_dodge FIRE UP SCRAPEBOX. Dump these seed keywords into Scrapebox Suggest Scraper. 25
  • 25. @scott_dodge RE-SCRAPE LIST A COUPLE TIMES. Review the scraped list. If you feel like it, remove a few non-applicable KWs. Transfer left, and re- scrape. 26
  • 26. @scott_dodge DUMP LIST INTO ADWORDS KEYWORD TOOL Once you have the big list, dump them into the Adwords Keyword Tool / planner / whatever they’re calling it now. 27
  • 27. @scott_dodge TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT DIFFERS. These will start to inform your main themes, which you can then begin to break down. 28
  • 28. @scott_dodge EXPORT INTO EXCEL, BREAK IT DOWN. Get sorting. Look at your high-volume keywords, and search for related keywords to create detailed keyword themes. 29
  • 29. @scott_dodge BBBBBBBREAK IT DOWN Pretty easy to understand what you need to do, and how to prioritize it, right? 30
  • 30. @scott_dodge A WILD ROADMAP APPEARS… Right in front of your eyes, this information- overload turns into an actionable outline that you could get started on TODAY. 31
  • 31. @scott_dodge EXECUTE AND ENJOY! Execution is up to you. Turn this into an editorial calendar, use it to break down a new service line section, or create a wiki-style monster resource page. 32
  • 32. 1. Content is important. Care. 2. Map out a conversion path. 3. Use ScrapeBox & KW Tool to get a monster list of KWs with volume. 4. Break down KW list into themes, and execute! @scott_dodge
  • 33. @scott_dodge @threedeep