@DUO How to Create
a Content Optimized
Website
Your Presenters
Ariel Upton
Marketing Coordinator, Duo Consulting
@arielupton | LinkedIn
- Favorite inbound marketing tool...
WHAT IS CONTENT
OPTIMIZATION?
CREATING SPECIFIC CONTENT,
FOR A SPECIFIC PERSON,
AT A SPECIFIC TIME.
SPECIFIC CONTENT

LANDING PAGES - EBOOKS - BLOGS
SPECIFIC PERSON

INDIVIDUAL BUYER PERSONAS
SPECIFIC TIME

WHAT STAGE IN BUYING CYCLE ARE THEY?
THERE IS NO SUCH
THING AS RANDOM
CONTENT.
WHAT DOES OPTIMIZED
CONTENT LOOK LIKE?
MODCLOTH
URBANBOUND
HUBSPOT
CONTENT OPTIMIZATION
DOESN’T LOOK LIKE...
DUO CONSULTING
CLOUDBAKERS
WHAT IS STANDING IN THE WAY
OF YOU AND THE OPTIMIZED
SITE OF YOUR DREAMS?
LET’S PLAY | CONTENT KINGDOM
HURDLE # 1
DO YOU HAVE THE
RIGHT RESOURCES
TO CREATE SPECIFIC
CONTENT?
HURDLE # 2
ARE YOU CREATING
SPECIFIC CONTENT
FOR SPECIFIC
PEOPLE?
HURDLE # 3
DO YOU HAVE
SPECIFIC OFFERS
AND PROMOTIONS?
HURDLE # 4
DOES YOUR SITE
HAVE CLEAR
CALLS-TO-ACTION?
HURDLE # 5
DO YOU HAVE A
WORKFLOW?
LET’S PLAY | CONTENT KINGDOM
OPTIMIZATION
RELIES ON
SPECIFICITY.
WHY IS IT IMPORTANT
PEOPLE
PEOPLE WANT TO FEEL LIKEWANT TO
PEOPLE.
FEEL LIKE
PEOPLE.
DON’T
BE CREEPY.
USE YOUR INTEL TO CREATE
THE BEST USER EXPERIENCE
HOW CAN INBOUND HELP
CREATING SPECIFIC CONTENT,
FOR A SPECIFIC PERSON,
AT A SPECIFIC TIME.
KEYWORDS
BLOG
CALLS TO ACTION
FORMS
LANDING PAGES
LANDING PAGES
Duo Consulting is a web development
agency changing the way organizations
market and communicate online.
We believe in ope...
CLOUDBAKERS SLIDE
@DUO How to Create
a Content Optimized
Website
How to Create a Content Optimized Website
How to Create a Content Optimized Website
How to Create a Content Optimized Website
How to Create a Content Optimized Website
How to Create a Content Optimized Website
How to Create a Content Optimized Website
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How to Create a Content Optimized Website

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Having a content optimized website comes down to creating specific content for a specific person at a specific time. This live presentation took place @DUO on Tuesday, October 22, 2013, but you can still take away a lot from the slides themselves. Learn what content optimization is all about, see examples, and get acquainted with the tools that help us reach the optimized site of our dreams!

Published in: Marketing, Technology, Business
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Transcript of "How to Create a Content Optimized Website"

  1. 1. @DUO How to Create a Content Optimized Website
  2. 2. Your Presenters Ariel Upton Marketing Coordinator, Duo Consulting @arielupton | LinkedIn - Favorite inbound marketing tool | A/B Testing - Writes blog posts during my bike ride to work - Currently recording my first album Ashley Kelnhofer Marketing Coordinator, Cloudbakers @ashleykelnhofer | LinkedIn - Favorite inbound marketing tool | CTA - Taking notes in Google Keep is my secret to staying organized - I just visited paris for the first time last month
  3. 3. WHAT IS CONTENT OPTIMIZATION?
  4. 4. CREATING SPECIFIC CONTENT, FOR A SPECIFIC PERSON, AT A SPECIFIC TIME.
  5. 5. SPECIFIC CONTENT LANDING PAGES - EBOOKS - BLOGS
  6. 6. SPECIFIC PERSON INDIVIDUAL BUYER PERSONAS
  7. 7. SPECIFIC TIME WHAT STAGE IN BUYING CYCLE ARE THEY?
  8. 8. THERE IS NO SUCH THING AS RANDOM CONTENT.
  9. 9. WHAT DOES OPTIMIZED CONTENT LOOK LIKE?
  10. 10. MODCLOTH
  11. 11. URBANBOUND
  12. 12. HUBSPOT
  13. 13. CONTENT OPTIMIZATION DOESN’T LOOK LIKE...
  14. 14. DUO CONSULTING
  15. 15. CLOUDBAKERS
  16. 16. WHAT IS STANDING IN THE WAY OF YOU AND THE OPTIMIZED SITE OF YOUR DREAMS?
  17. 17. LET’S PLAY | CONTENT KINGDOM
  18. 18. HURDLE # 1 DO YOU HAVE THE RIGHT RESOURCES TO CREATE SPECIFIC CONTENT?
  19. 19. HURDLE # 2 ARE YOU CREATING SPECIFIC CONTENT FOR SPECIFIC PEOPLE?
  20. 20. HURDLE # 3 DO YOU HAVE SPECIFIC OFFERS AND PROMOTIONS?
  21. 21. HURDLE # 4 DOES YOUR SITE HAVE CLEAR CALLS-TO-ACTION?
  22. 22. HURDLE # 5 DO YOU HAVE A WORKFLOW?
  23. 23. LET’S PLAY | CONTENT KINGDOM
  24. 24. OPTIMIZATION RELIES ON SPECIFICITY.
  25. 25. WHY IS IT IMPORTANT
  26. 26. PEOPLE PEOPLE WANT TO FEEL LIKEWANT TO PEOPLE. FEEL LIKE PEOPLE.
  27. 27. DON’T BE CREEPY.
  28. 28. USE YOUR INTEL TO CREATE THE BEST USER EXPERIENCE
  29. 29. HOW CAN INBOUND HELP
  30. 30. CREATING SPECIFIC CONTENT, FOR A SPECIFIC PERSON, AT A SPECIFIC TIME.
  31. 31. KEYWORDS
  32. 32. BLOG
  33. 33. CALLS TO ACTION
  34. 34. FORMS
  35. 35. LANDING PAGES
  36. 36. LANDING PAGES
  37. 37. Duo Consulting is a web development agency changing the way organizations market and communicate online. We believe in open | open book, open source, open minds. We’re focused on opening up opportunities for our clients through inbound marketing & enterprise social networks built on Drupal and Hubspot platforms.
  38. 38. CLOUDBAKERS SLIDE
  39. 39. @DUO How to Create a Content Optimized Website
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