1. ABOUT ME
Hater of Sports.
Caring about Content
Approaching Content Differently
Developing an Actionable Content Development
Confidential and Proprietary Information
4. Confidential and Proprietary Information
5. CONTENT IS A WEIRD THING.
It’s a buzzword to some, and a lifeblood to
6. 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
8. HERE’S WHAT WE HAVE TO DO.
9. STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY.
What makes a car good?
10. THINK ABOUT IT AS A CULMINATION OF MANY FACTORS.
It’s a combination of quality (power, handling,
reliability, styling) and most importantly,
11. A QUANTUM LEAP.
Change is haaaaard.
Crapsourcing content is easy and cheap.
Here’s what crapsourcing gets you.
13. 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.
15. 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.
17. 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. STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.
The most important step, and the focus of this
presentation entails building a roadmap of
19. STEP 5 – EXECUTE.
The final step in this process is to execute.
20. The Players
Pen and Paper
Adwords Keyword Tool / Planner
21. 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. 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.
24. FIRE UP SCRAPEBOX.
Dump these seed keywords into Scrapebox
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-scrape.
26. 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. 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.
29. BBBBBBBREAK IT DOWN
Pretty easy to understand what you need to
do, and how to prioritize it, right?
30. A WILD ROADMAP APPEARS…
Right in front of your eyes, this informationoverload turns into an actionable outline that
you could get started on TODAY.
31. 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
32. 1. Content is important.
2. Map out a conversion
3. Use ScrapeBox & KW
Tool to get a monster
list of KWs with
4. Break down KW list