ABOUT ME

@scott_dodge
@threedeep

SEO @ThreeDeep.
Car Guy.
Hater of Sports.

2

@scott_dodge
AGENDA
Caring about Content
Approaching Content Differently
Developing an Actionable Content Development
Roadmap

3

@scot...
ch

Confidential and Proprietary Information
Confidential and Proprietary Information
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 = more traffic...
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, styli...
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.

17

This will help ...
STEP 3 – UNDERSTAND THE CUSTOMER.

To ensure you’re developing content that
resonates, make sure you have some semblance
o...
STEP 4 – BUILD A ROADMAP OF KEYWORD THEMES.

The most important step, and the focus of this
presentation entails building ...
STEP 5 – EXECUTE.

The final step in this process is to execute.
20

@scott_dodge
The Players
Pen and Paper
Scrapebox
Adwords Keyword Tool / Planner
Excel
Your Brain
21
PEN AND PAPER.

Start with focus area #1. Grab a pen and paper, and
start sketching out the customer path to
conversion. T...
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
something a living, ...
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.
Transfer le...
DUMP LIST INTO ADWORDS KEYWORD TOOL

Once you have the big list, dump them into the
Adwords Keyword Tool / planner / whate...
TAKE NOTE OF HOW HIGH-VOLUME KEYWORD INTENT
DIFFERS.

These will start to inform your main themes,
which you can then begi...
EXPORT INTO EXCEL, BREAK IT DOWN.

Get sorting. Look at your high-volume keywords,
and search for related keywords to crea...
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 informationoverload turns into an actionable outline that
you c...
EXECUTE AND ENJOY!

Execution is up to you. Turn this into an editorial
calendar, use it to break down a new service line
...
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
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Creating an Effective Roadmap for Content Development

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A quick, actionable guide for developing a content development roadmap. Presented at MNSearch #12.

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Creating an Effective Roadmap for Content Development

  1. 1. ABOUT ME @scott_dodge @threedeep SEO @ThreeDeep. Car Guy. Hater of Sports. 2 @scott_dodge
  2. 2. AGENDA Caring about Content Approaching Content Differently Developing an Actionable Content Development Roadmap 3 @scott_dodge
  3. 3. ch Confidential and Proprietary Information
  4. 4. Confidential and Proprietary Information
  5. 5. CONTENT IS A WEIRD THING. It’s a buzzword to some, and a lifeblood to others. 6 @scott_dodge
  6. 6. SOME DON’T CARE ENOUGH. OTHERS CARE TOO MUCH. “Um…. I’ll just have the burger.” 7 @scott_dodge
  7. 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 @scott_dodge
  8. 8. HERE’S WHAT WE HAVE TO DO. k 9 @scott_dodge
  9. 9. STOP THINKING ABOUT CONTENT AS A SINGLE ENTITY. What makes a car good? 10 @scott_dodge
  10. 10. THINK ABOUT IT AS A CULMINATION OF MANY FACTORS. = = It’s a combination of quality (power, handling, reliability, styling) and most importantly, RELEVANCE. 11 @scott_dodge
  11. 11. A QUANTUM LEAP. Change is haaaaard. Crapsourcing content is easy and cheap. 12 @scott_dodge
  12. 12. CRAPSOURCING. Here’s what crapsourcing gets you. 13 @scott_dodge
  13. 13. MANY DON’T EVEN KNOW WHERE TO BEGIN. So… there’s this content thing that I’m supposed to be doing… 14 @scott_dodge
  14. 14. LET ME SHOW YOU THE WAY. 15 @scott_dodge
  15. 15. STEP 1 – START CARING. The first step in any Content Development project is to actually CARE. 16 @scott_dodge
  16. 16. STEP 2 – PRIORITIZE AND FOCUS. Start breaking down key service lines, product categories or markets. 17 This will help make execution less intimidating. @scott_dodge
  17. 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 @scott_dodge
  18. 18. 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 @scott_dodge
  19. 19. STEP 5 – EXECUTE. The final step in this process is to execute. 20 @scott_dodge
  20. 20. The Players Pen and Paper Scrapebox Adwords Keyword Tool / Planner Excel Your Brain 21
  21. 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 @scott_dodge
  22. 22. REFINE A BIT. Start to refine, and go into a little depth in each of these areas. 23 @scott_dodge
  23. 23. 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 @scott_dodge
  24. 24. FIRE UP SCRAPEBOX. Dump these seed keywords into Scrapebox Suggest Scraper. 25 @scott_dodge
  25. 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 @scott_dodge
  26. 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 @scott_dodge
  27. 27. 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 @scott_dodge
  28. 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 @scott_dodge
  29. 29. BBBBBBBREAK IT DOWN Pretty easy to understand what you need to do, and how to prioritize it, right? 30 @scott_dodge
  30. 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 @scott_dodge
  31. 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 page. 32 @scott_dodge
  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 @scott_dodge
  33. 33. @scott_dodge @threedeep
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