Content Marketing Strategy: Level Up Your Collaboration, Creation, and Reporting Efforts

Digital Summit Dallas lauren@birddogseo.com
Bird Dog SEO
Content Marketing
Level Up Your Collaboration, Creation, and
Reporting Efforts
Digital Summit Dallas

Bird Dog SEO
Introduction

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Hello, Dallas!
● Lauren has 15 years of experience as an SEO and marketing strategist
● Previously worked with small businesses, SaaS startups, agencies, Adam & Eve,
Merkle, MGM Resorts, Kimpton Hotels, and Koons Automotive
● Focused on data-driven recommendations, efficiency, and effective communication
● Passionate to help small businesses and startups break into new spaces
● Bird Dog was a very good girl who specialized in happiness and treat taking

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What is Content Marketing?

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● The process of creating and sharing high-quality, informative, entertaining, or
interesting to different user personas
● Strategies include researching audience insights and building long-term
relationships with influencers and business owners
● Stimulates interest in products and services rather than brand awareness
● Goals can vary, including increasing traffic, leads, or engagement
What is Content Marketing?

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Why is Content Marketing Important in 2023?
● Builds a highly adaptable, long-term foundation for SEO success
● Effective at reaching target audiences, building brand awareness, and driving
business growth across marketing channels
● Bypass ad blocker technology as 42.7% of users have ad blockers on their
browser, up from 31% in 2021
● Improve customer relationships with helpful, up-to-date information
Hubspot

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SURVIVOR
SEO

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Which one of these is not like the other?
Keyword Stuffing Alt Attributes Hidden Text
An artist in present
day Bracciano a town
near Rome, Italy
shows the painting of
the marble bust of
the Roman God Mercury
who is often called
“The Messenger of the
Gods” by Roman
Historians and Roman
Mythologists

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Alt Attributes
An artist in present
day Bracciano a town
near Rome, Italy
shows the painting of
the marble bust of
the Roman God Mercury
who is often called
“The Messenger of the
Gods” by Roman
Historians and Roman
Mythologists

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Blog Comment Spam Link Farms Sponsorships

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Sponsorships

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Exact Match Domains Link Sculpting Doorway Pages

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Exact Match Domains (EMDs)
● Used to be very valuable, is now only somewhat valuable
● Good for .com, highly competitive keywords, and when branding is important
EMDs, Link Sculpting, and Doorway Pages
Link Sculpting
● Page value continues to pass via followed, internal links
● Increase site engagement metrics by driving users to high-value content
Doorway Pages
● Not good for SEO, but pretty useful for other marketing channels
● Instead of stuffing and spinning simple content, make the on-page content
valuable in that market

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2023 SEO Guidelines for Content
High Quality Content
● Ask your audience to find what content they
find most valuable
● Create and share content that is informative,
engaging, and relevant to your target
audience
● Create linkable content that other websites
will want to link to, such as infographics, blog
posts, and videos.
High Quality Backlinks
● Backlinks are like popular votes of confidence in
your website, helping EEAT signals
● Ways to get high-quality links:
a. Guest post on industry websites
b. Sponsor community events and teams
c. Share data-backed research on your
market or business
d. Help a Reporter Out (HARO)
e. Ask local website owners to link to your
website (be sure to provide them a
relevant landing page!)

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Collaborate

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Collaborating with Other Teams
Collaboration allows us to tap into a range of expertise and perspectives; ultimately
reaching a larger audience and build stronger relationships with potential
customers.

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Collaboration Tips
● Understand the initiative
● Choose the right partners
● Set clear goals and expectations
● Communication
● Be flexible
● Promote your collaboration

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Understand the Initiative: Considerations for Success
There are many questions to address before you start working:
● Objectives: what are the primary goals & business objectives?
● Audience: who is the target audience, what are their preferences, pain points, and
interests?
● Message: what is the main message to convey and how will it resonate with the
audience?
● Format: what types of content should we create - any required formats or styles to
follow?
● Distribution: which channels will you share the message?
● Timing: how long do you have and what specific milestones must you hit?
● Budget: what is the budget and do you have the necessary resources?
● Iteration: at what points will feedback from stakeholders be collected?
● Measure: what does success look like?
● Collaborate: what methods of communication will you use to keep the projects moving?
● Risk Management: are there any foreseeable risks you can mitigate?

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Success hinges on the right team for quality, relevance, and strategic alignment:
● Project manager: responsible for coordination and management, it’s you, you probably
called the kickoff meeting
● SEO: guides on keywords, rankable content opportunities, and QAs for SEO best practices
● Content strategist: Defines strategy based on audience, messaging, and themes
● Designers: creates visuals for your project, including social media graphics and assets
● Marketing & Social Media Managers: addresses which platforms the content can be shared
on, scheduling for messaging, and alignment to broader goals
● Customer stakeholder: represents the customer experience to ensure campaign success
● Executive stakeholder: provides high-level guidance and brings the importance to the group
● Legal: if you plan on running promotion messages, best to have your legal advisor in the
know early on
Choose the Right Team: Selecting Key Players

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Set Clear Goals and Expectations
It’s crucial to be clear so you can be sure to be successful:
● Objectives: use SMART goals for the overarching goals of the project
● Stakeholders: involve them early, seek opinions on success, and secure buy-in for iterations
● KPIs: use the measurable goals to establish primary and supporting data
● Communication plan: create a plan outlining key messages, channels, and timing
● Purpose: document the project’s goals, scope, and deliverables
● Documentation: all decisions, action items, and agreement need to be recorded

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Clear Communication: Tips for Success
Success relies on effective communication. Here are some tips:
● Objective alignment: prevent misunderstandings and maintain a unified team focus
● Risk mitigation: identify and address potential risks early on with collaborative effort to clear
roadblocks from the whole team
● Quality assurance: aligned expectations and guidelines yield higher-quality content
● Build trust: open communication builds trust, collaboration, and positive environments
● Accountability: clearly defined roles and responsibilities means people understand the
expectations and ready to deliver results
● Adaptability: facilitate changes to the project with organized communication to get a
coordinated response

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Embrace Flexibility
Embrace change, uncertainty, and challenges while prioritizing responsiveness:
● Cultivate a growth mindset: every challenge is an opportunity to grow
● Change is inevitable: be open to adapting to plans, processes, and strategies as they evolve
● Anticipate change: anticipate change and allow for timely adjustments
● Build a flexible plan: build-in contingency plans, alternative approaches, and flexibility to
adapt to change without significant disruption
● Be agile: use an iterative development process so you can adjust with smaller changes
● Seek feedback: identify areas for improvement and iteratively refine project processes
● Practice time management: prioritize for urgencies and complexity

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Communicate Team Wins Effectively
Recognize achievements, boost morale, and reinforce the team's contributions:
● Capture success metrics: not just KPIs, but what measurable activities did the team achieve
throughout the project?
● Create a narrative: tell the story of the team’s success, not just bullet points
● Use visuals: charts, graphs, infographics, or screenshots tell a story quickly
● Align to business goals: emphasize how this project plays into the larger business’s goals
● Celebrate milestones: don’t just wait until the end, promote the team’s successes at
intervals throughout the project
● Seek endorsements: ask stakeholders for statements to validate the project or team’s
efforts
● Use multiple communication channels: email, newsletter, Slack, or virtual townhalls - get the
message out!

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Create

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Conducting Keyword Research
● Brainstorm a list of seed keywords
that are relevant to your business
and/or industry
● Build out a list of related keywords,
long-tail keywords, and low-
competition keywords
● Analyze and organize the keywords to
determine searcher intent for the seed
topic
● Select relevant target keywords that
you want to focus on
● Prioritize keywords which will get you
to your goals quickest
Seed Keyword
Searches = 1.2M
Related Cluster 1
Searches = 550K
Long-Tail Topic 3
Searches = 8,400
Long-Tail Topic 1
Searches = 25.4K
Long-Tail Topic 4
Searches = 2,900
Long-Tail Topic 2
Searches = 11.5K
Keyword 1
Searches = 25.4K
Keyword 2
Searches = 5.4K
Unique Page
Keywords
Section Headline
Keywords

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Creating Buyer Personas
Gather Customer Data
● Database
● Website, paid, and social analytics
● Customer surveys and interviews
Analyze
● Segment the audience
● Group by commonalities
● Create profiles
Prioritize
● Most valuable audience
● Challenges for each segment
● Overlapping audiences
Fictional representation of a
specific audience segment
Broader group that a brand aims
to reach with its message

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EXAMPLE: Pilates Studio Ideal Persona
Emma Jones
Age: 31
Status: Full time employed
Profile: Emma is a busy professional who understands it’s important to take care of her health
and makes it a top priority in her life. She needs flexibility and encouragement with sticking to
her fitness routines. Since she is so busy she needs her fitness classes to be quick, simple, and
effective. In addition to her fitness, Emma also cares about her physical appearance with the
goals to maintain her youthful appearance without seeing a plastic surgeon for corrections.
Motivations Frustrations Goals
- Looking good and feeling
good
- Energetic classes with good
music and clear instructions
- Convenient times for her to
go before or after work
hours
- Needs community support
to stick to her fitness goals
- Hates having to call for
support, prefers to book
online or text staff
- Look good for the four
weddings she’s in
- Increase her fitness and
physical appearance
naturally and conveniently

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Different types of content along with popular tools to help
Core Content Blog Post Videos
Content Types
Purpose
Educate and guide searchers to
your product/service
URL
Optimization
Indexable, short, keyword-rich
URL
Main
Headline
Engaging to users and contains
variant of target keyword
Internal Links Link to conversion points
Tools:
Keyword Planner, SEMRush,
aHrefs, Grammarly
Schemas
Product, Offer, Rating, Review
Price, Category…
Purpose
Inform and educate new users
to your brand
URL
Optimization
Indexable, keyword-rich URL
Main
Headline
Create social, clickable
headlines for social and use
SEO-friendly for search engines
Internal Links
Link to core content and
conversion points
Tools:
SEMRush, Search Console,
Yoast, Jasper, Copysmith…
Schemas
Article, Blog Post, Person,
Website,
Purpose
Engage, inform, and entertain
audiences
URL
Optimization
Host on site or on platform like
YouTube or Vimeo
Main
Headline
Compelling to capture attention,
boost views & drive engagement
Internal Links
Link to core content and
conversion points
Tools:
WeVideo, Biteable,
Renderforest, Adobe
Schemas
Video, Event, Person,
Organization, Review, Rating

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Content Ideas to Reach Emma
Core Content Blog Post Videos
1. How Often You Should Do
Pilates to See the Best
Results
2. The Best Time of Day to Do
Pilates
3. Pilates vs Yoga: What’s the
Difference?
4. Pilates vs Barre: What’s the
Difference?
1. Class schedule
2. Class descriptions
3. Local business information
4. Cancellation, no-show, and
membership policies
5. Restorative service
descriptions
1. Video tutorial about
different types of pilates
moves
2. Sizzle reels for the studio
and holiday event parties
3. Social media reels that
highlight customers like her

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Reporting

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Executive Examples

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Organic Search Impressions

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Channel Performance

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CRO Summary
#Proj-Name-Date
Observation: The site’s CVR is 1.5% for calls and 3.5% for
web leads; our blog posts have a 0.05% call CVR and
0.01% web lead CVR
Hypothesis: We can increase Call CVR from Posts by 2x if
we add geo-specific CTAs to call
Test: A/B using software to insert a location-based ad
with tracked number to call for service
Primary KPI: calls
Supporting KPIs: web leads, page views, engaged
sessions
Runtime: 30 day
Baseline:
Control
Experiment
Traffic Eng. Sess. Pageviews Web Leads Calls
All Posts 1,234 1.23% 2,345 13 61
Top 4 Posts 987 3% 678 10 50
Source: GA4, L28D

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Competitive Keyword Comparison
Source: SEMrush, This chart shows the ranking of the brand and selected competitors for the most trafficked keywords that are shared by all.
For core services and location, Brand rarely ranks in the Top 10 Organic Positions. Conducting a full gap analysis on keywords where the
website is weak or missing, as well as total opportunities, can help increase brand visibility for target topics and qualified leads.
Keyword You Comp 1 Comp 2 Comp 3 Comp 4 AMSV (USA)
keyword 1 82 13 3 1 19 1,900
keyword 2 33 16 5 2 21 1,600
keyword 3 25 13 3 1 24 1,000
keyword 4 21 27 41 3 4 170
keyword 5 16 6 2 4 3 110
keyword 6 91 52 24 38 53 390
keyword 7 58 88 46 4 59 170
keyword 8 22 30 6 9 4 140
keyword 9 0 0 13 31 0 6,600
keyword 10 27 8 1 6 4 70

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SEO Spreadsheet

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Search Console Spreadsheet

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Performance Spreadsheet
● A tab for every month with m/m changes attached
● Links to the exact reports I need to use
● RegEx formulas to make the lookup faster

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Executive Speak

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Key Points for Executives
The goal is to convey the value of the project in a
way that resonates with the their strategic
perspective and business priorities.
Tailor your presentation to align with their interests
and concerns.
Tips:
1. Less is more
2. Give context, not every detail
3. Get to the bottom line
4. Ask for requests clearly

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Thank you.
Schedule a free review of your site:
https://tidycal.com/birddogseo/webinar
Lauren Polinsky
Bird Dog SEO
lauren@birddogseo.com
41
Let’s work together!

Content Marketing Strategy: Level Up Your Collaboration, Creation, and Reporting Efforts

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