Content Strategy Training - Internet Summit 2013

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Presented by Jenny Halasz during the SEO Preconference Intensive at Internet Summit (#isum13) in Raleigh, NC.

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Content Strategy Training - Internet Summit 2013

  1. 1. Advanced SEO Training The Real Skinny on Content Marketing November 13, 2013 @JennyHalasz
  2. 2. About Archology @JennyHalasz
  3. 3. @JennyHalasz
  4. 4. Do you write SEO content? @JennyHalasz
  5. 5. Encoding & Decoding Realms of Understanding Realms of Understanding Decoding Encoding Message Speaker Receiver@JennyHalasz
  6. 6. Let’s get it on! Would you like to just go back to my place and watch a movie? Sure! A movie sounds like fun! I wonder if he’d agree to a chick flick. @JennyHalasz
  7. 7. Don’t you dare be late again! I need that proposal finished by three. No problem. I better not be late again. @JennyHalasz
  8. 8. The Buying Cycle @JennyHalasz
  9. 9. @JennyHalasz
  10. 10. @JennyHalasz
  11. 11. Key Actions Awareness Consideration Social Proof Discover, Learn, Create, Enjoy Compare, Research, Find Like, Review, Vote, Join, Discuss Support Return, Help, Recover, Discern, Restore, Estimate Loyalty Refer, Share, Repeat, Return @JennyHalasz
  12. 12. Target Pharma Companies are taking down their “disease state” sites like usinlupus.com. But they don’t understand the power of Hummingbird. @JennyHalasz
  13. 13. Target Example: www.usinlupus.com Is it B2C, or B2B? @JennyHalasz
  14. 14. Target Example: www.usinlupus.com • This site is selling Benlysta. • Has a “join” call to action for email marketing • Dr. Discussion Guide (lead generation) @JennyHalasz
  15. 15. Use & Share @JennyHalasz
  16. 16. Use Good Example: www.rei.com @JennyHalasz
  17. 17. Use Good Example: www.rei.com @JennyHalasz
  18. 18. Use Bad Example: www.gap.com @JennyHalasz
  19. 19. Use Bad Example: www.gap.com @JennyHalasz
  20. 20. Share Good Example: www.carolina.com @JennyHalasz
  21. 21. Share Good Example: www.carolina.com @JennyHalasz
  22. 22. Share Bad Example: www.loews.com @JennyHalasz
  23. 23. Share Bad Example: www.loews.com @JennyHalasz
  24. 24. Share Media MUST match visitor intention! @JennyHalasz
  25. 25. Workshop • Who are your customers? – Example: Residential Realtor • People moving to Raleigh area • Apartment dwellers looking to move up • Long term corporate contractors @JennyHalasz
  26. 26. Workshop • What are the top things you offer? – Example: Residential Realtor • Homes • Townhomes • Rental Properties @JennyHalasz
  27. 27. Workshop • What do people do on your site? – Example: Residential Realtor • Buy • Lease • Sell @JennyHalasz
  28. 28. Workshop • What do people really do on your site? – Example: Residential Realtor • Research opportunities • Seek area information • Compare prices @JennyHalasz
  29. 29. Key Actions Awareness Consideration Social Proof Discover, Learn, Create, Enjoy Compare, Research, Find Like, Review, Vote, Join, Discuss Support Return, Help, Recover, Discern, Restore, Estimate Loyalty Refer, Share, Repeat, Return @JennyHalasz
  30. 30. Workshop • What do people really do on your site? – Example: Residential Realtor • • • • • • Research opportunities - Consideration Seek area information - Awareness Compare prices – Consideration Ask if others have used this realtor – Social Proof Estimate mortgage costs – Support Refer a friend - Loyalty @JennyHalasz
  31. 31. Triples • Subject – Predicate – Object @JennyHalasz
  32. 32. Triples • Subject – Predicate – Object @JennyHalasz
  33. 33. Triples • Subject – Predicate – Object @JennyHalasz
  34. 34. Content Grid Subject 1 Predicate 1 Object 1 Subject 2 Predicate 2 Object 2 Predicate 3 Object 3 Subject 3 @JennyHalasz
  35. 35. Content Grid Subject 1 Predicate 2 Object 3 Subject 2 Predicate 3 Object 2 Predicate 1 Object 1 Subject 3 @JennyHalasz
  36. 36. Content Grid Subject 1 Predicate 2 Object 3 Subject 2 Predicate 3 Object 2 Predicate 1 Object 1 Subject 3 @JennyHalasz
  37. 37. Editorial Calendar Source: http://www.verticalmeasures.com/content-editorial-calendar-template/ @JennyHalasz
  38. 38. Do you write SEO content? @JennyHalasz
  39. 39. Thank You! Jenny Halasz jenny@archology.com 919-747-4791 www.archology.com @JennyHalasz

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