On October 23rd, 2014, we updated our
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CONTENT IS A WEIRD THING.
It’s a buzzword to some, and a lifeblood to others.
SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH.
“Um…. I’ll just have the burger.” 7
PEOPLE HAVE VARYING LEVELS OF UNDERSTANDING.
Content = Blog posts!
More blog posts = more traffic!
Content = more traffic!
*Rapid crapsourcing ensues
You can’t say that!
That needs to go through legal.
That needs approval from the CEO
and his Grandmother.
*Nothing gets done
HERE’S WHAT WE HAVE TO DO.
STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.
What makes a car good?
THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling,
reliability, styling) and most importantly,
A QUANTUM LEAP.
Change is haaaaard.
Crapsourcing content is easy and cheap. 12
Here’s what crapsourcing gets you.
MANY DON’T EVEN KNOW WHERE TO BEGIN.
So… there’s this content thing that I’m supposed
to be doing… 14
LET ME SHOW YOU THE WAY.
STEP 1 – START CARING.
The first step in any Content Development project
is to actually CARE. 16
STEP 2 – PRIORITIZE AND FOCUS.
Start breaking down key service lines, product
categories or markets.
This will help make execution less intimidating.
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
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this
presentation entails building a roadmap of
STEP 5 – EXECUTE.
The final step in this process is to execute.
Pen and Paper
Adwords Keyword Tool / Planner
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.
REFINE A BIT.
Start to refine, and go into a little depth in each of
these areas. 23
TRANSLATE TO SEED KEYWORDS THAT WILL GROW INTO
Translate these barely legible ramblings into
something a living, breathing human would
actually search for.
FIRE UP SCRAPEBOX.
Dump these seed keywords into Scrapebox
Suggest Scraper. 25
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-
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.
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT
These will start to inform your main themes, which
you can then begin to break down. 28
EXPORT INTO EXCEL, BREAK IT DOWN.
Get sorting. Look at your high-volume keywords,
and search for related keywords to create
detailed keyword themes.
BBBBBBBREAK IT DOWN
Pretty easy to understand what you need to do,
and how to prioritize it, right?
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.
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.
1. Content is important.
2. Map out a conversion
3. Use ScrapeBox & KW Tool
to get a monster list of
KWs with volume.
4. Break down KW list into
themes, and execute!