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@scott_dodge
ABOUT ME
SEO @ThreeDeep.
Car Guy.
Hater of Sports.
2
@scott_dodge
@threedeep
@scott_dodge
AGENDA
Caring about Content
Approaching Content Differently
Developing an Actionable Content Development Road...
Confidential and Proprietary Information
ch
Confidential and Proprietary Information
@scott_dodge
CONTENT IS A WEIRD THING.
It’s a buzzword to some, and a lifeblood to others.
6
@scott_dodge
SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH.
“Um…. I’ll just have the burger.” 7
@scott_dodge
PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING.
Content = Blog posts!
More blog posts = more traffic!
Content = ...
@scott_dodge
HERE’S WHAT WE HAVE TO DO.
k
9
@scott_dodge
STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.
What makes a car good?
10
@scott_dodge
THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling,
reliability,...
@scott_dodge
A QUANTUM LEAP.
Change is haaaaard.
Crapsourcing content is easy and cheap. 12
@scott_dodge
CRAPSOURCING.
Here’s what crapsourcing gets you.
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
@scott_dodge
LET ME SHOW YOU THE WAY.
15
@scott_dodge
STEP 1 – START CARING.
The first step in any Content Development project
is to actually CARE. 16
@scott_dodge
STEP 2 – PRIORITIZE AND FOCUS.
Start breaking down key service lines, product
categories or markets.
This wil...
@scott_dodge
STEP 3 – UNDERSTAND THE CUSTOMER.
To ensure you’re developing content that resonates,
make sure you have some...
@scott_dodge
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this
presentation entai...
@scott_dodge
STEP 5 – EXECUTE.
The final step in this process is to execute.
20
21
Pen and Paper
Scrapebox
Adwords Keyword Tool / Planner
Excel
Your Brain
The Players
@scott_dodge
PEN AND PAPER.
Start with focus area #1. Grab a pen and paper, and
start sketching out the customer path to c...
@scott_dodge
REFINE A BIT.
Start to refine, and go into a little depth in each of
these areas. 23
@scott_dodge
TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO
THEMES.
Translate these barely legible ramblings into
somethin...
@scott_dodge
FIRE UP SCRAPEBOX.
Dump these seed keywords into Scrapebox
Suggest Scraper. 25
@scott_dodge
RE-SCRAPE LIST A COUPLE TIMES.
Review the scraped list. If you feel like it, remove a
few non-applicable KWs....
@scott_dodge
DUMP LIST INTO ADWORDS KEYWORD TOOL
Once you have the big list, dump them into the
Adwords Keyword Tool / pla...
@scott_dodge
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT
DIFFERS.
These will start to inform your main themes, which
you c...
@scott_dodge
EXPORT INTO EXCEL, BREAK IT DOWN.
Get sorting. Look at your high-volume keywords,
and search for related keyw...
@scott_dodge
BBBBBBBREAK IT DOWN
Pretty easy to understand what you need to do,
and how to prioritize it, right?
30
@scott_dodge
A WILD ROADMAP APPEARS…
Right in front of your eyes, this information-
overload turns into an actionable outl...
@scott_dodge
EXECUTE AND ENJOY!
Execution is up to you. Turn this into an editorial
calendar, use it to break down a new s...
1. Content is important.
Care.
2. Map out a conversion
path.
3. Use ScrapeBox & KW Tool
to get a monster list of
KWs with ...
@scott_dodge
@threedeep
Creating An Effective Roadmap For Content Development - Scott Dodge
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Transcript of "Creating An Effective Roadmap For Content Development - Scott Dodge"

  1. 1. @scott_dodge ABOUT ME SEO @ThreeDeep. Car Guy. Hater of Sports. 2 @scott_dodge @threedeep
  2. 2. @scott_dodge AGENDA Caring about Content Approaching Content Differently Developing an Actionable Content Development Roadmap 3
  3. 3. Confidential and Proprietary Information ch
  4. 4. Confidential and Proprietary Information
  5. 5. @scott_dodge CONTENT IS A WEIRD THING. It’s a buzzword to some, and a lifeblood to others. 6
  6. 6. @scott_dodge SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH. “Um…. I’ll just have the burger.” 7
  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. 8. @scott_dodge HERE’S WHAT WE HAVE TO DO. k 9
  9. 9. @scott_dodge STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY. What makes a car good? 10
  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. 11. @scott_dodge A QUANTUM LEAP. Change is haaaaard. Crapsourcing content is easy and cheap. 12
  12. 12. @scott_dodge CRAPSOURCING. Here’s what crapsourcing gets you. 13
  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. 14. @scott_dodge LET ME SHOW YOU THE WAY. 15
  15. 15. @scott_dodge STEP 1 – START CARING. The first step in any Content Development project is to actually CARE. 16
  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. 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. 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. 19. @scott_dodge STEP 5 – EXECUTE. The final step in this process is to execute. 20
  20. 20. 21 Pen and Paper Scrapebox Adwords Keyword Tool / Planner Excel Your Brain The Players
  21. 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. 22. @scott_dodge REFINE A BIT. Start to refine, and go into a little depth in each of these areas. 23
  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. 24. @scott_dodge FIRE UP SCRAPEBOX. Dump these seed keywords into Scrapebox Suggest Scraper. 25
  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. 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. 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. 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. 29. @scott_dodge BBBBBBBREAK IT DOWN Pretty easy to understand what you need to do, and how to prioritize it, right? 30
  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. 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. 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. 33. @scott_dodge @threedeep
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