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to Content Creation(especially when creating on-page content or contentfor PR)
to Content DesignExample: a modern, fashion-forward company mightnot want to promote fun/cute-looking content
Because that‟s not the company‟skey target audience
It‟s Your Job as a SEO to ensurethat you have a full understanding of all brandconsiderations before you start anythinghttp://moz.com/rand/domain-bias-why-branding-search-marketing-cannot-be-separated/
Ask these type of questionsto ensure you have full understanding of acompany‟s brand considerationsWhat is the mission/vision of the organization?What are your company-wide initiatives for the year (includingdevelopment, redesigns, etc…)?Can we gain access to your company‟s brand guide and style guide?Who approves the posting of new content to the blog?Who approves the creation of new page types?
Doing so builds trust, whilecreating opportunities to move up the organizationalchain and get buy in for bigger projects
Ask questions until you have a clearunderstanding of the company‟sBusiness Goal•Increase SalesBusiness Strategy•Target mommybloggers looking for abargainMarketing/Communication Goal•Create awarenessamong mommybloggersKPIs (long-term/short-term goals, metrics, softbenefits) and internal governance processes
When you do, outline a strategy thatdirectly addresses the company‟s key needs andexisting processeshttp://www.slideshare.net/juliancole/what-is-digital-strategy-14637370
Always recommend the rightstrategyregardless of how difficult the solution may beEven if it feels likeyou aren’t gettinganywhere keepedging your wayin the rightdirection
With a clear risk/reward assessmentthat will make it easy for the company to say “Yes”
The Problem: Legacy SiteThe company‟s site structure/UX had not changed inover 10 years
Technical issuesDuplicate content across multiple URLs, poor UX tousers who land on expired job listings, etc…www.example.com/jobs?city=5&marketing=6www.example.com/jobs?marketing=6&city=5
Proposed StrategyRedesign of site to ensure that only 1 URL existed foreach job search facet combinationPriority:Create a single URL using eachparameter as a unique identifierThis means parameters with thesame combinations need toappear in the same order eachtime
The ResultCompany has agreed to dedicate 6 months of development resourcesto improve URL structure with full integration from marketingteams, analytics teams, product managers, and access to Directors
The ProblemConsistent leads from organic traffic, but no long-term strategy for sustained and improved growth
Stephanie Chang@stephpchangAdria Saracino, Head of Outreach at Distilled“In the future, contentmarketing will become morestrategic.We‟ll start front-loading theplanning with extensivecustomer research to makeinformed decisions and notmaking content as marketersand calling it „contentmarketing‟.”
The StrategyUsed market information, customer research, andexisting assets to develop a content strategy
Customer Surveys and InterviewsResults: 917 responses or approximately 50% ofcustomer email list
FindingsContent was disorganized and duplicated with too muchemphasis on sales and retention. Few pages resulted inconversions.
Output: On-going content plan + creation ofan internal governance process for all on-page contentWork gained the attention and subsequent collaboration of theSenior Marketing Director, Product, Customer Experience, SocialMedia, and PR Teams“CreateRelevant,PurposefulContent.”